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Elements and Performance Criteria

  1. Develop marketing plan for the brokerage
  2. Develop brokerage promotion plans
  3. Develop brokerage sales plans
  4. Implement promotional strategy
  5. Prepare sales and distributional channels
  6. Monitor and review sales and promotional plan implementation

Required Skills

Required skills

highly developed communication skills to

negotiate with clients and others

determine and confirm information using questioning and active listening techniques

liaise with others share information listen and understand

use language and concepts appropriate to cultural differences

numeracy and IT skills to

use database management

use statisticaldata analysis and interpretation

perform calculations related to achieving required outcomes

use computer applications word processing spreadsheet database specific purpose computer systems to assist in achieving required outcomes

access and update records electronically

access web based information services

welldeveloped literacy skills to read and interpret documentation from a variety of sources and record and consolidate relevant related information

research and analysis skills for accessing and interpreting relevant information

welldeveloped interpersonal skills

organisational skills including the ability to plan and sequence work

project management skills

marketing skills

presentation skills

welldeveloped problem solving skills

welldeveloped planning skills

Required knowledge

current industryorganisation product and marketing mix

how to acquire and interpret relevant data

industry compliance requirements

industry market position relative to productline of business

IT and communications systems

marketing principles

organisation industry policy wording policy and procedures

relevant common law legal systems and procedures

underwriters guidelines and authorities

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 ability to

identify the key market data accurate and relevant and the range of available information sources

analyse data and determine areas of improvement

negotiate required improvements to ensure implementation

evaluate systems against brokerage requirements and form recommendations andor make recommendations

Context of and specific resources for assessment

Assessment must ensure

competency is demonstrated in the context of the work environment and conditions specified in the range statement either in a relevant workplace or a closely simulated work environment

access to and the use of a range of common office equipment technology software and consumables

access to organisation records

access to organisational policies and procedures

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge The following examples in combination are appropriate for this unit

evaluating an integrated activity which combines the elements of competency for the unit or a cluster of related units of competency

observing processes and procedures in workplaces

verbal or written questioning on underpinning knowledge and skills

evaluating samples of work

accessing and validating third party reports

setting and reviewing workplace projects and business simulations or scenarios

Guidance information for assessment


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.

Brokerage objectives may be:

achievable

measurable

realistic

time defined.

Market research data may include:

Australian Bureau of Statistics (ABS)

chambers of commerce information

client surveys

data about existing clients

data about possible new clients

data from external sources such as:

data from internal sources

industry reports

internet

libraries

mail surveys

personal interviews

primary market research such as:

secondary market research (available research by other people)

small business surveys

telephone surveys

trade associations/journals.

Competitor analysis may include:

competitor offerings

competitor profile in the market place

competitor promotion strategies and activities.

Marketing position should include data on:

communication

cost components

distribution strategies

market position

marketing channels

new/changed products

place

price

pricing objectives:

profit

market penetration

pricing strategies:

cost plus

supply/demand

ability to pay

product

product differentiation from competitive products

product mix

promotion

promotion budget

promotional strategies

target audience

the augmented product (total package of consumer features/benefits)

the core product (what is bought)

the good or service provided

the tangible product (what is perceived).

Brokerage brand may include:

AIDA (attention, interest, desire, action)

brokerage image

brokerage logo/letter head/signage

facility decor

phone answering protocol

slogans

style guide

templates for communication/invoicing

writing style.

Benefits may include:

benefits as perceived by the client

features as perceived by the client.

Promotion tools include:

advertising

brochures

direct mail

networking and referrals

newsletters (print and/or electronic)

press releases

publicity and sponsorship

seminars

telemarketing/cold calling

websites.

Applicable legislation includes:

Carriers Act

Compulsory Third Party Motor Vehicles Act

Financial Services Reform Act

Insurance Act

Insurance Contracts Act

Local Government Act

Marine Insurance Act

Trade Practices Act.

Yield per existing client may be increased by methods including:

packaging fees

raising charge out rates/fees

reduce discounts

sell more services to existing clients.

Promotional package may consist of materials such as:

client newsletters or bulletins

media advertising (radio, television, newspapers, trade journals, direct marketing)

product service brochures

promotion may include sponsorship.

promotional packages can be directed to existing or new clients

promotional products or give-a-ways and third party services.

Distribution channels may include:

associations

authorised representatives common interest groups

broker's in-house staff

direct response

existing clients

other brokers

telemarketing

trade journals.