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Elements and Performance Criteria

Interpret the brief or clarify need or opportunity.
Develop a range of creative approaches.
Seek opinions of colleagues and a range of creative technical experts and specialists.
Adjust and refine proposal on the basis of advice received and evaluation.
- Determine advantages and disadvantages of each approach or strategy based on established criteria.
- Evaluate proposals and select the approach that will result in desired outcome.
Develop concept to an operational level.
- Develop detailed specification for the product, service or process in terms of creativity, audience or user, budget and technical requirements.
- Present detailed specification to relevant parties for approval, funding or endorsement.

Required Skills

This section describes the essential skills and knowledge and their level required for this unit

The following skills must be assessed as part of this unit

ability to use creative techniques to generate a range of innovative ideas

ability to communicate with a wide range of people

research skills

The following knowledge must be assessed as part of this unit

relevant specialist technical knowledge relating to issues for the specific work contexts within the particular service industry sector and business

appropriate ways of documenting creative proposals

past history of work in related areas

social and environmental effects of possible approaches

technical principles and knowledge appropriate to the area covered by the concept

communication principles

Evidence Required

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge the range statement and the Assessment Guidelines for this TrainingPackage

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

Evidence of the following is essential

project or work activities that show the candidates ability to generate and evaluate original creative and effective concepts that can be translated into concrete operational proposals

ability to fully research comprehend and analyse information on the full range of issues that relate to originating and developing the concepts

ability to consult and communicate with colleagues and external specialists

ability to review modify and document concepts and operational specifications

Context of and specific resources for assessment

Assessment must ensure

access to a service industry operation for which concepts would be originated and developed or

access to comprehensive and sufficient information about that service industry operation to allow the candidate to fully develop concepts

involvement of both internal and external specialists so consultation can be achieved

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

project activities to originate and develop concepts in conjunction with an industry operator

project activities to originate and develop concepts for service industry products for the training college or local community

case studies to assess the candidates ability to evaluate adjust and refine concepts

written and oral questioning or interview to test technical knowledge and knowledge of the contents of operational specifications and other conceptual documentation

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

Assessing employability skills

Employability skills are integral to effective performance in the workplace and are broadly consistent across industry sectors How these skills are applied varies between occupations and qualifications due to the different work functions and contexts

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

BSBMGTA Facilitate continuous improvement

BSBMGT516A Facilitate continuous improvement

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 in the performance criteria is detailed below.

Product or service may include:	new or enhanced service industry product or service marketing campaigns loyalty programs advertising campaigns.

Purpose of the product or service may be:	new product to gain market share new product to diversify the current product range expanded product range to minimise business risk.

Factors may include:	cost-effectiveness technical feasibility audience or user characteristics issues relating to implementation, such as: level of skill and understanding resource requirements need for additional staff training access to technology.

Constraints may include:	cost finance time availability of skilled experts and personnel availability of equipment technical difficulty in realising the concept.

Appropriate format may include:	proposals to be submitted to a funding body or sponsor briefs for a consultant descriptions of a creative proposal for in-house consideration.

Colleagues and specialists may include:	staff involved in the design or implementation of process technical specialists creative and administrative staff external consultants.

Established criteria may include:	creativity appropriateness to the user or audience cost-effectiveness level of risk potential benefits technical feasibility.

Specifications may include:	purpose audience time budget human and physical resources, including plant and equipment ownership of final product operational plan.