Google Links

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

Elements and Performance Criteria

1. Develop marketing strategies.
   • Analyse business objectives, key services and products to determine the focus of marketing activities.
   • Evaluate customer demographics and target markets for the business as a basis for marketing strategies.
   • Determine marketing objectives and strategies in consultation with relevant people and according to the business plan.
2. Determine a marketing mix for the business.
   • Balance volumes and pricing of service and product mix to optimise turnover and profit.
   • Evaluate costs and benefits of providing different services and products to determine the marketing mix of the business.
   • Determine the optimum marketing mix according to market and business needs.
3. Implement marketing strategies.
   • Brief persons involved in the marketing effort on roles and responsibilities to ensure successful implementation.
   • Plan and implement promotional activities according to marketing objectives and budgetary requirements.
4. Monitor and improve marketing performance.
   • Regularly monitor marketing activities and evaluate business performance against targets.
   • Analyse performance gaps and take corrective action or set new targets.
   • Encourage relevant people to propose ways to improve marketing performance.
   • Seek customer reaction to all aspects of the marketing mix, and analyse to improve targeting and outcomes.
   • Conduct ongoing research of customer requirements to identify opportunities for change and improvement.
   • Monitor changes in markets and investigate new business development opportunities.

Performance Evidence

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

develop a comprehensive written marketing plan for a given personal services business to include at least:

business profile and objectives

overview of products and services range and product mix

analysis of four different client groups and their product and services preferences

chosen target group/s for marketing activities and rationale for choice

marketing objectives

analysis of current sales and budgeted projections for sales of three different products and three different services to be promoted

comprehensive description of promotional activities to be used and rationale for choice

comprehensive implementation plan for promotional activities including timelines, responsibilities and performance indicators

methods used to evaluate customer satisfaction with products and services offered

methods used to monitor effectiveness of marketing program

evaluate product and service performance against targets, analyse performance gaps and propose corrective actions for given marketing situations which may or may not be those covered by the above plan.

---

Knowledge Evidence

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

for personal services businesses and the organisation in particular:

business objectives

current products and services range and availability of new

different client demographics and their product and service preferences

for a range of traditional, new and emerging marketing strategies and promotional activities:

uses, risks and benefits

efficacy in reaching and appealing to target markets

new and emerging marketing methods, including social media technologies, and the opportunities they present

format and content of sales budgets, sales and stock reports and use in:

projecting sales and profit

analysing product and service performance

methods used to evaluate customer satisfaction with products and services offered

methods used to monitor effectiveness of promotional activities

format and content of marketing plans.

---