Elements and Performance Criteria
- Identify strategies for services marketing
- Research services and their characteristics in a specific industry context
- Identify marketing mix for services
- Evaluate consumer behaviour in relation to services and implications for marketing strategies
- Identify factors influencing customer satisfaction with services
- Identify range of strategies to market services, appropriate for the organisation
- Select strategies for services marketing
- Analyse market trends for service delivery and identify opportunities to market services
- Identify previous services marketing strategies in the organisation, and analyse successful strategies and areas for improvement
- Select most appropriate services marketing strategies and activities which fit the organisation’s strategic and marketing plans
- Plan and develop activities for services marketing
- Record service marketing objectives and purpose
- Calculate costs of service marketing activities
- Select methods to report and measure effectiveness of service marketing activities
- Develop effective service level agreements
- Assign responsibilities to team members for service marketing activities
- Record strategy plan for marketing services, and present to relevant stakeholders
- Assemble required resources to implement services marketing plan
- Implement and monitor services marketing strategy
- Schedule work for each services marketing campaign element, according to lead times required for different media, and marketing plan for services
- Brief staff and suppliers on their budgets, timelines, roles and responsibilities, and legal and ethical requirements
- Implement services marketing activities according to marketing plan for services
- Identify and use evaluation criteria and evaluation methods to determine effectiveness of marketing, and make required modifications
- Analyse success indictors of marketing campaign, and record performance according to organisational reporting requirements