Elements and Performance Criteria
- Identify strategies for the marketing of services
- Research services and their characteristics in a specific industry context
- Identify marketing mix as it applies to services
- Evaluate consumer behaviour in services and implications for marketing strategies
- Identify factors influencing customer satisfaction with services
- Identify range of strategies to market the service appropriate for the organisation
- Select strategies for the marketing of services
- Analyse market trends for service delivery and identify opportunities to market the services
- Identify previous service marketing strategies in the organisation, and analyse successful strategies and areas for improvement
- Select most appropriate service marketing strategies and activities which fit with the organisation's strategic and marketing plans
- Plan and develop activities for marketing of services
- 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 the strategy plan for the marketing of services marketing and present to relevant stakeholders
- Assemble required resources to implement the service marketing plan
- Implement and monitor marketing strategy for services
- Schedule work on 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, time lines, roles and responsibilities, and legal and ethical requirements
- Implement service 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