Required skills

The following skills must be assessed as part of this unit

communication skills that take into account the culture background and abilities of suppliers staff and clients while demonstrating communication techniques including

listening and questioning techniques

verbal and nonverbal communication skills

negotiation techniques

literacy skills to

research analyse and interpret marketing information

prepare reports

document results

numeracy skills to

calculate fixed and variable costs

calculate team and individual target turnover

determine and monitor stock level costs and turnover

evaluate business turnover and profit

interpret and maintain data

set and manage budgets for marketing and promotion

problemsolving skills to identify performance gaps and take corrective action

technology skills to use salon business and marketing software as a research planning and evaluation tool

recordkeeping skills to

organise marketing research

track progress towards the achievement of marketing goals

Required knowledge

The following knowledge must be assessed as part of this unit

current and desired business demographic

target market for the business

risks and benefits of the marketing strategies outlined in the range statement in the context of the particular business

risks and benefits of the promotional activities outlined in the range statement in the context of the particular business

range and availability of new products and services

sources of product supply

valid methods for measuring and evaluating customer reaction to marketing and promotional strategies in the context of the particular business

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

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

Evidence of the following is essential

developing a mix of marketing and promotional strategies that complement the business

implementing and regularly monitoring and adjusting the marketing and promotional strategies to optimise the chances of business success

maintaining monitoring and evaluating service and sales delivery

regularly and accurately maintaining records and interpreting data on service and sales delivery

applying research skills to investigate and evaluate market opportunities for the business

Context of and specific resources for assessment

Assessment must ensure

that competency is consistently demonstrated over a period of time and observed by the assessor or the technical expert working in partnership with the assessor as described in the Assessment Guidelines

that competency is demonstrated in the workplace or a simulated workplace environment in a range of situations which may include client interruptions and involvement in other related activities normally expected in the workplace

Assessment must ensure access to

relevant salon business software

appropriate text and online research resources

information regarding relevant business networks and experts

appropriate marketing and promotional documentation and resources normally used in personal services businesses including sample organisational strategic and marketing plans

simulated data and information records from relevant previous marketing research activities in personal services businesses

direct marketing activity data

relevant industry codes of practice

Methods of assessment

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

direct observation of the learner undertaking the marketing and promotional tasks in for an actual or simulated personal services business over sufficient time to demonstrate handling of a range of contingencies including

developing and integrating a full range of marketing strategies to expand and diversify the client base

maintaining and improving client rebooking

increasing average client spending

evaluating the outcomes of strategies

portfolio of evidence demonstrating the planning implementation and evaluation of marketing and promotional strategies designed to improve business turnover including the analysis and evaluation of customer reactions

case studies related to specific salon marketing and promotional scenarios

thirdparty reports from technical experts

written and oral questioning appropriate to the language and literacy level of the learner to assess the required skills and knowledge of this unit

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

BSBSMBA Undertake business planning

BSBSMB404A Undertake business planning

SIBXPSMA Manage treatment services and sales delivery

SIBXPSM502A Manage treatment services and sales delivery.

Customer demographic may include:

Target market may include:

Marketing strategies may include:

Relevant people may include:

Services may include:

Product ranges may include:

Legislation, codes and national standards relevant to the workplace may include:

Persons involved in the marketing effort may include:

Promotional activities may include:

Performance gaps may include:

Customer reaction may be determined through: