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Elements and Performance Criteria

1. Develop marketing strategies.
   • Analyse business and its key products and services to determine focus of marketing strategies according to business plan objectives.
   • Determine marketing strategies and objectives in consultation with relevant people according to business plan.
   • Balance range and pricing of products and services to meet client needs and fiscal responsibilities.
   • Brief staff involved in marketing effort on their roles and responsibilities to ensure success of marketing strategies.
2. Develop marketing and promotional activities.
   • Determine marketing and promotional activities to suit each target market.
   • Plan and implement marketing and promotional activities according to marketing objectives and budgetary requirements.
   • Develop marketing and promotional materials in conjunction with appropriate personnel.
3. Monitor and improve marketing performance.
   • Monitor marketing promotional activities and evaluate their effectiveness accordance to sales objectives and targets.
   • Analyse issues affecting effectiveness and take corrective action.
   • Provide opportunities to relevant people to suggest ways to improve marketing performance.
   • Seek and analyse client feedback on all aspects of marketing and promotional activities to improve targeting and outcomes.
   • Conduct ongoing research of client requirements to identify opportunities for change and improvement.

Required Skills

Required skills communication and teamwork skills including clear and direct communication and active listening and questioning techniques to consult with relevant people and obtain input on marketing and promotional activities from staff literacy and numeracy skills to analyse marketing data planning and organisational skills to develop promotional materials problemsolving skills to monitor and analyse effectiveness of activities and take corrective action

Required knowledge marketing concepts and methods industry marketing trends workplace business plan costbenefit analysis methods client feedback mechanisms broad working knowledge of relevant federal state or territory consumer protection legislation

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
Critical aspects for assessment and evidence required to demonstrate competency in this unit	Evidence of the following is essential ability to develop marketing strategies for a specific funeral service product service or organisation that identify current and relevant industry organisation marketing issues and include a detailed realistic implementation program of activities ability to implement a range of marketing activities and evaluate their utility project or work activities conducted over a period of time to allow the candidate to develop implement and evaluate marketing strategies and activities for a given product service or organisation and to ensure consistency of performance
Context of and specific resources for assessment	Assessment must ensure access to appropriate computers communication technology and software programs to develop marketing strategies and activities interaction with clients to obtain feedback access to relevant documentation such as a funeral organisation business plan pricing and service information
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 observation of candidate briefing staff on marketing strategies and promotional activities review of prepared marketing strategies and promotional materials written or verbal questioning to assess knowledge and understanding of costbenefit analysis methods review of portfolios of evidence and thirdparty workplace reports of onthejob performance by the candidate Holistic assessment with other units relevant to the industry sector workplace and job role is recommended
	Employability skills embedded in this unit should be assessed holistically with other relevant units that make up the skill set or qualification and in the context of the job role

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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.
Marketing strategies may include:	promotion and advertising product and service range and type pricing, presentation and display of products and services pursuing product differentiation and cost leadership within a specialist market segment creating a very different product or service so that the business becomes a class leader in the industry.
Relevant people may include:	owner-operators partners financial backers clients accountant or other specialist services family members work team members subcontractors trade or industry associations regulatory bodies.
Marketing and promotional activities may include:	advertising in national, state or local newspapers website word of mouth, referrals and testimonials professional and industry journals advertising on radio or television mail drops display posters exhibitions and in-house promotions sponsorship developing networks and strategic alliances staff development programs to enhance customer service.
Client feedback may include:	surveys other feedback mechanisms informal discussions client meetings and focus groups trend analysis.

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