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Elements and Performance Criteria

1. Develop marketing strategies.
   • Analyse business and its key funeral services products and services to determine focus of marketing strategies according to business plan objectives.
   • Determine and document marketing strategies and objectives in consultation with relevant stakeholders 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 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.
4. Develop marketing strategies.
   • Analyse business and its key funeral services products and services to determine focus of marketing strategies according to business plan objectives.
   • Determine and document marketing strategies and objectives in consultation with relevant stakeholders 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.
5. 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.
6. Monitor and improve marketing performance.
   • Monitor marketing promotional activities and evaluate 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.

Performance Evidence

Evidence of the 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

implement a range of marketing activities and evaluate their utility.

Evidence of performance of two or more marketing strategies and suite of marketing activities is required to demonstrate consistency of performance and ability to respond to different situations.

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Knowledge Evidence

Demonstrated knowledge of:

concept of marketing

concept and principles of marketing strategies, including:

trend analysis

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

industry marketing trends

cost-benefit analysis methods

marketing and promotional activities, including but not restricted to:

advertising in national, state or local newspapers

website

social media

word of mouth, referrals and testimonials

professional and industry journals

advertising on radio or television

display posters

exhibitions and inhouse promotions

sponsorship

information sessions

developing networks and strategic alliances

client feedback mechanisms

federal, state or territory, and local government legislation and regulations relating to work health and safety/occupational health and safety and consumer protection

workplace policies and procedures in relation to marketing plans.

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