Assessor Resource

SIFXMPR005
Develop marketing strategies and activities

Assessment tool

Version 1.0
Issue Date: May 2024


This unit describes the performance outcomes, skills and knowledge required to develop and implement marketing strategies and activities to improve market performance. It applies to funeral home and cemetery and crematorium staff overseeing the marketing or promotion of funeral products and services for micro and small businesses or a department in a larger organisation. The work is performed according to work health and safety, relevant legislation and workplace policies and procedures.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

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


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.

ELEMENTS

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Develop marketing strategies.

1.1 Analyse business and its key funeral services products and services to determine focus of marketing strategies according to business plan objectives.

1.2 Determine and document marketing strategies and objectives in consultation with relevant stakeholders according to business plan.

1.3 Balance range and pricing of products and services to meet client needs and fiscal responsibilities.

1.4 Brief staff involved in marketing effort on their roles and responsibilities to ensure success of marketing strategies.

2. Develop marketing and promotional activities.

2.1 Determine marketing and promotional activities to suit each target market.

2.2 Plan and implement marketing and promotional activities according to marketing objectives and budgetary requirements.

2.3 Develop marketing and promotional materials in conjunction with appropriate personnel.

3. Monitor and improve marketing performance.

3.1 Monitor marketing promotional activities and evaluate effectiveness accordance to sales objectives and targets.

3.2 Analyse issues affecting effectiveness and take corrective action.

3.3 Provide opportunities to relevant people to suggest ways to improve marketing performance.

3.4 Seek and analyse client feedback on all aspects of marketing and promotional activities to improve targeting and outcomes.

3.5 Conduct ongoing research of client requirements to identify opportunities for change and improvement.

Evidence of the ability to:

develop marketing strategies for a specific funeral service product, service or organisation that identify current and relevant industry organisation marketing issues and include a detailed, realistic implementation program of activities

implement a range of marketing activities and evaluate their utility.

Evidence of performance of two or more marketing strategies and suite of marketing activities is required to demonstrate consistency of performance and ability to respond to different situations.

Demonstrated knowledge of:

concept of marketing

concept and principles of marketing strategies, including:

trend analysis

promotion and advertising

product and service range and type

pricing, presentation and display of products and services

pursuing product differentiation and cost leadership within a specialist market segment

creating a very different product or service so that the business becomes a class leader in the industry

industry marketing trends

cost-benefit analysis methods

marketing and promotional activities, including but not restricted to:

advertising in national, state or local newspapers

website

social media

word of mouth, referrals and testimonials

professional and industry journals

advertising on radio or television

display posters

exhibitions and inhouse promotions

sponsorship

information sessions

developing networks and strategic alliances

client feedback mechanisms

federal, state or territory, and local government legislation and regulations relating to work health and safety/occupational health and safety and consumer protection

workplace policies and procedures in relation to marketing plans.

Skills must be demonstrated in the workplace or in a simulated environment that is as industry realistic as possible. In a simulated environment, it is essential that assessment is conducted:

using suitable facilities, equipment and resources, including:

computers, communication technology and software programs to develop marketing strategies and activities

funeral organisation business plan, pricing and service information

under industry conditions where there is:

integration of tasks with possible interruptions to work typical of the job role.

Assessors must satisfy the NVR/AQTF mandatory competency requirements for assessors.

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.

ELEMENTS

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Develop marketing strategies.

1.1 Analyse business and its key funeral services products and services to determine focus of marketing strategies according to business plan objectives.

1.2 Determine and document marketing strategies and objectives in consultation with relevant stakeholders according to business plan.

1.3 Balance range and pricing of products and services to meet client needs and fiscal responsibilities.

1.4 Brief staff involved in marketing effort on their roles and responsibilities to ensure success of marketing strategies.

2. Develop marketing and promotional activities.

2.1 Determine marketing and promotional activities to suit each target market.

2.2 Plan and implement marketing and promotional activities according to marketing objectives and budgetary requirements.

2.3 Develop marketing and promotional materials in conjunction with appropriate personnel.

3. Monitor and improve marketing performance.

3.1 Monitor marketing promotional activities and evaluate effectiveness accordance to sales objectives and targets.

3.2 Analyse issues affecting effectiveness and take corrective action.

3.3 Provide opportunities to relevant people to suggest ways to improve marketing performance.

3.4 Seek and analyse client feedback on all aspects of marketing and promotional activities to improve targeting and outcomes.

3.5 Conduct ongoing research of client requirements to identify opportunities for change and improvement.

Evidence of the ability to:

develop marketing strategies for a specific funeral service product, service or organisation that identify current and relevant industry organisation marketing issues and include a detailed, realistic implementation program of activities

implement a range of marketing activities and evaluate their utility.

Evidence of performance of two or more marketing strategies and suite of marketing activities is required to demonstrate consistency of performance and ability to respond to different situations.

Demonstrated knowledge of:

concept of marketing

concept and principles of marketing strategies, including:

trend analysis

promotion and advertising

product and service range and type

pricing, presentation and display of products and services

pursuing product differentiation and cost leadership within a specialist market segment

creating a very different product or service so that the business becomes a class leader in the industry

industry marketing trends

cost-benefit analysis methods

marketing and promotional activities, including but not restricted to:

advertising in national, state or local newspapers

website

social media

word of mouth, referrals and testimonials

professional and industry journals

advertising on radio or television

display posters

exhibitions and inhouse promotions

sponsorship

information sessions

developing networks and strategic alliances

client feedback mechanisms

federal, state or territory, and local government legislation and regulations relating to work health and safety/occupational health and safety and consumer protection

workplace policies and procedures in relation to marketing plans.

Skills must be demonstrated in the workplace or in a simulated environment that is as industry realistic as possible. In a simulated environment, it is essential that assessment is conducted:

using suitable facilities, equipment and resources, including:

computers, communication technology and software programs to develop marketing strategies and activities

funeral organisation business plan, pricing and service information

under industry conditions where there is:

integration of tasks with possible interruptions to work typical of the job role.

Assessors must satisfy the NVR/AQTF mandatory competency requirements for assessors.
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
Analyse business and its key funeral services products and services to determine focus of marketing strategies according to business plan objectives. 
Determine and document marketing strategies and objectives in consultation with relevant stakeholders according to business plan. 
Balance range and pricing of products and services to meet client needs and fiscal responsibilities. 
Brief staff involved in marketing effort on their roles and responsibilities to ensure success of marketing strategies. 
Determine marketing and promotional activities to suit each target market. 
Plan and implement marketing and promotional activities according to marketing objectives and budgetary requirements. 
Develop marketing and promotional materials in conjunction with appropriate personnel. 
Monitor marketing promotional activities and evaluate effectiveness accordance to sales objectives and targets. 
Analyse issues affecting effectiveness and take corrective action. 
Provide opportunities to relevant people to suggest ways to improve marketing performance. 
Seek and analyse client feedback on all aspects of marketing and promotional activities to improve targeting and outcomes. 
Conduct ongoing research of client requirements to identify opportunities for change and improvement. 
Analyse business and its key funeral services products and services to determine focus of marketing strategies according to business plan objectives. 
Determine and document marketing strategies and objectives in consultation with relevant stakeholders according to business plan. 
Balance range and pricing of products and services to meet client needs and fiscal responsibilities. 
Brief staff involved in marketing effort on their roles and responsibilities to ensure success of marketing strategies. 
Determine marketing and promotional activities to suit each target market. 
Plan and implement marketing and promotional activities according to marketing objectives and budgetary requirements. 
Develop marketing and promotional materials in conjunction with appropriate personnel. 
Monitor marketing promotional activities and evaluate effectiveness accordance to sales objectives and targets. 
Analyse issues affecting effectiveness and take corrective action. 
Provide opportunities to relevant people to suggest ways to improve marketing performance. 
Seek and analyse client feedback on all aspects of marketing and promotional activities to improve targeting and outcomes. 
Conduct ongoing research of client requirements to identify opportunities for change and improvement. 

Forms

Assessment Cover Sheet

SIFXMPR005 - Develop marketing strategies and activities
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Assessment Record Sheet

SIFXMPR005 - Develop marketing strategies and activities

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