Assessor Resource

HLTOPD405C
Market and promote optical products and services

Assessment tool

Version 1.0
Issue Date: May 2024


This unit deals with planning promotional and marketing activities

It covers establishing a customer profile for these activities and using that information to create, implement and evaluate effective marketing and promotional strategies

This unit of competency describes the skills and knowledge required to promote and market optical products and services

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)

Prerequisites

Not Applicable

Employability Skills

This unit contains Employability Skills



Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

The evidence guide provides advice on assessment and must be read in conjunction with the Performance Criteria, Required Skills and Knowledge, the Range Statement and the Assessment Guidelines for this Training Package.

Critical aspects for assessment and evidence required to demonstrate this competency unit:

The individual being assessed must provide evidence of specified essential knowledge as well as skills

Observation of actual or simulated workplace performance is essential for assessment of this unit

Consistency of performance should be demonstrated over the required range of situations relevant to the workplace

Where, for reasons of safety, space, or access to equipment and resources, assessment takes place away from the workplace, the assessment environment should represent workplace conditions as closely as possible

Context of and specific resources for assessment:

Resources essential for assessment include:

Access to an optical dispensing practice

Method of assessment

Observation in the work place

Written assignments/projects or questioning should be used to assess knowledge

Case study and scenario as a basis for discussion of issues and strategies to contribute to best practice

Questioning/Tests

Access and equity considerations:

All workers in the health industry should be aware of access and equity issues in relation to their own area of work

All workers should develop their ability to work in a culturally diverse environment

In recognition of particular health issues facing Aboriginal and Torres Strait Islander communities, workers should be aware of cultural, historical and current issues impacting on health of Aboriginal and Torres Strait Islander people

Assessors and trainers must take into account relevant access and equity issues, in particular relating to factors impacting on health of Aboriginal and/or Torres Strait Islander clients and communities

Related unit:

This unit should be undertaken after or in conjunction with unit:

HLTOPD401C Work effectively in the ophthalmic industry

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

This describes the essential skills and knowledge and their level required for this unit.

Essential knowledge:

The candidate must be able to demonstrate essential knowledge required to effectively do the task outlined in elements and performance criteria of this unit, manage the task and manage contingencies in the context of the identified work role

This includes knowledge of:

Relevant legislation and regulations that may impact on the marketing and promotion of optical goods and services including

Therapeutic Goods Act

privacy legislation

relevant health Acts

Customer demand and market trends

Organisation policies and procedures in relation to marketing and promotional activities

Range and availability of new products and services

Relevant legislation and regulations that may impact on the marketing and promotion of optical goods and services including

Therapeutic Goods Act

privacy legislation

relevant health Acts

The range of optical products and services (knowledge and understanding)

Essential skills:

It is critical that the candidate demonstrate the ability to effectively do the task outlined in elements and performance criteria of this unit, manage the task and manage contingencies in the context of the identified work role

This includes the ability to:

Consistently use time effectively and provide quality customer services in an optical environment

Demonstrate pricing of goods and services

Demonstrate skills in relation to the layout and presentation of promotional materials

Plan and organise marketing and promotional activities

Use demographics and statistics to determine existing and potential markets

Use language, literacy and numeracy skills relevant to the role and workplace requirements

The Range Statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Add any essential operating conditions that may be present with training and assessment depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts.

Legal, ethical and environmental constraints may include:

State/territory, commonwealth legislation and regulations

Industry codes of practice, standards and guidelines

Industry policies, procedures and protocols in regard to the marketing and promotion of optical products and services

Therapeutic Goods Act

Privacy legislation

Clients may include but is not limited to:

Existing client base

potential clients

Demographics of client groups may include:

Age

Gender

Promotions may include but are not limited to:

Displays

Window dressing

Loyalty Clubs

Companion Selling

Advertising

Catalogues, newspapers, posters

Suppliers

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Identify industry promotional products and services range 
Identify, research and analyse market and target audience 
Describe demographics in terms of customer segments 
Monitor market environment in a consistent manner to ensure information is current and reliable 
Identify the legal, ethical and environmental constraints of the market and their potential effect on the sale of products and services 
Develop a profile of users and potential users of the organisation and maintain this as part of the organisation strategic and business plan 
Assess alternative marketing strategies and techniques 
Base marketing strategies on reliable data, market environment and substantiated trends 
Develop marketing and promotional strategies that are appropriate for venue, product and needs of clients 
Develop promotional materials and make available to target groups 
Schedule marketing activities within appropriate timeframes 
Liaise with product supplier for promotional materials in accordance with organisation policies. 
Develop measurable performance targets 
Ensure product and service information is accurate and readily available to clients 
Submit promotional and marketing strategies for approval where appropriate in accordance with organisation policy. 
Implement marketing strategies within budgetary constraints and legal, ethical and organisation requirements 
Monitor product, pricing and distribution policies in relation to changes in the market, marking objectives and organisation requirements 
Evaluate existing promotional activities to identify their strengths and weaknesses 
Set and monitor goals for service use by identified client groups in accordance with organisation procedures 
Establish and utilise feedback mechanisms to review and evaluate the impact of service provision and promotional strategies 
Evaluate strategies against sales turnover, client feedback and optical promotional standards. 
Adjust service provision and promotional activities as appropriate 
Document relevant information for ongoing analysis and management 

Forms

Assessment Cover Sheet

HLTOPD405C - Market and promote optical products and services
Assessment task 1: [title]

Student name:

Student ID:

I declare that the assessment tasks submitted for this unit are my own work.

Student signature:

Result: Competent Not yet competent

Feedback to student

 

 

 

 

 

 

 

 

Assessor name:

Signature:

Date:

Assessment Record Sheet

HLTOPD405C - Market and promote optical products and services

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

Assessor name:

Signature:

Date:

Student signature:

Date: