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Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

1. Profile client accounts
   • Identify and confirm client accounts with senior management
   • Establish product and brand knowledge and clarify objectives with client
   • Undertake analysis of client strengths, weakness and expectations for account performance
   • Confirm communication channels with client
   • Recognise and incorporate account management requirements within current legislation, regulation and organisational policy
2. Implement account management plan
   • Establish key account performance indicators with client
   • Identify account events and campaigns over agreed timeframes
   • Prepare account budgets for approval
   • Enable adequate resources to meet account management needs
   • Prepare briefs of requirements for internal departments, staff and external specialists as required
   • Oversee production of events and campaigns to meet client requirements
3. Represent accounts
   • Build trust and respect for the client within the organisation and marketplace
   • Maintain effective communication channels with client
   • Seek regular feedback on performance and adjust as necessary
4. Identify opportunities for improvement
   • Undertake account reviews with client and own management
   • Identify performance against agreed indicators
   • Recommended revisions to account plan to meet client requirements
   • Manage client expectations of performance to meet market conditions

Performance Evidence

Evidence of the ability to:

interpret client instructions to establish key performance requirements

undertake a SWOT analysis of client’s marketing communications

establish and maintain effective communications with a client

prepare an account plan and budget over an agreed timescale

prepare client briefs for production and other works or activities.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

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Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

explain client products, brand and strategy in the marketplace

list common industry account management performance indicators

identify contract law as it applies to account management

identify industry trends and characteristics relevant to a client's products and brand.

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