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Elements and Performance Criteria

  1. Identify strategies for the marketing of services
  2. Select strategies for the marketing of services
  3. Plan and develop activities for marketing of services
  4. Implement and monitor marketing strategy for services

Required Skills

Required skills

creativity and innovation skills to identify new opportunities for marketing of services

learning and analytical skills to

evaluate effectiveness of services marketing

apply this learning to contribute to the organisations outcomes

literacy skills to write reports with complex concepts and ideas

numeracy skills to

calculate costs of service marketing activities

set marketing budgets

planning and organising skills to schedule the marketing strategy

research skills to research trends customer requirements and appropriate strategies for marketing

verbal communication skills to present strategies to relevant personnel

Required knowledge

aspects of consumer behaviour specific to services marketing

components of a service guarantee

marketing mix as it applies to services

methods of measuring effectiveness of marketing activities

range of marketing strategies appropriate for services

range of services and their characteristics

special aspects of consumer behaviour in services marketing

trends in service delivery and marketing

Evidence Required

The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge range statement and the Assessment Guidelines for the Training Package

Overview of assessment

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

Evidence of the following is essential

development of a services marketing plan providing information on the

objectives of the plan

type of service marketing strategies and activities to be undertaken

budget

methods to measure effectiveness

responsibilities

analysis of an implemented services marketing strategy

Context of and specific resources for assessment

Assessment must ensure access to

a workplace or simulated work environment

office equipment and resources

relevant organisational documentation

Method of assessment

The following assessment methods are appropriate for this unit

analysis of responses to case studies and scenarios

review of a portfolio of evidence documenting research planning and implementation of a services marketing plan

oral or written questioning around aspects of services marketing

assessment of reports

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector workplace and job role is recommended


Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. 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) may also be included.

Services may include:

financial

health care

hospitality

logistical

personal

professional

social

travel

utility.

Characteristics may include:

challenges with evaluation

heterogeneity

high involvement and personal nature

importance of time factor

intangibility

lack of customer ownership

lack of inventories

perishability

simultaneous production and consumption

use of different distribution channels

variability of service encounters.

Marketing mix as it applies to services may include:

people

physical evidence

place

price

processes

product

promotion.

Factors may include:

attributions for service success or failure

consumer emotions

other consumers

personal factors

price

quality of service

service features.

Strategies to market the service may include:

building reputation

customer relationship management (CRM)

distribution systems

internet marketing

pricing strategies

promotional program, e.g. advertising, displaying results of using service, indirect promotion

relationship marketing

service blueprinting

service encounters - social and physical elements

service quality.

Market trends may include:

changing demographics

growing culture of convenience

growth of information society

increased foreign competition

increased internal competition

outsourcing non-core functions

reduced government regulation

technology changes.

Activities may include:

adjusting pricing to influence demand

advertising through a range of media

instituting total quality management programs

offering service guarantees

providing tangibility through physical appearance of the facility

training employees on service provision.

Service level agreements may include:

customer duties

disaster recovery

performance measurement

problem management

termination of agreement

warranties.

Evaluation methods may include:

customer focus groups

post-transaction surveys

relationship surveys

research on lost customers

review of customer complaints.