Application
This unit describes the performance outcomes, skills and knowledge required to implement a marketing strategy and plan. It applies to funeral home and cemetery and crematorium staff overseeing the marketing and promotion of funeral products and services. The work is performed according to work health and safety, relevant legislation and workplace policies and procedures.
No licensing, legislative or certification requirements apply to this unit at the time of publication.
Elements and Performance Criteria
ELEMENTS | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Implement marketing strategies and plans. | 1.1 Develop an understanding of the business’s marketing strategy and marketing plan. 1.2 Communicate the business’s marketing strategy and specific marketing plans to team members. 1.3 Train staff to implement marketing strategy and marketing plans. 1.4 Assist in production and distribution of relevant marketing materials as required. 1.5 Monitor marketing plans against business’s marketing strategy and assess outcomes. 1.6 Prepare and distribute reports of marketing outcomes to appropriate staff. 1.7 Provide suggestions to improve marketing activities or results. |
2. Coordinate promotional displays for funeral services products and services. | 2.1 Identify funeral services products and services to be promoted according to marketing strategy and plans. 2.2 Plan and communicate display requirements according to workplace display and pricing and ticketing standards. 2.3 Supervise completion of construction of displays, ensuring correct pricing and ticketing. 2.4 Monitor replenishment of promotional merchandise and rotation of stock on display and take corrective action. 2.5 Assess and evaluate display presentation standards. |
Evidence of Performance
Evidence of the ability to:
implement and monitor marketing and promotional strategies and plans, including completing relevant staff training, and recording and reporting marketing results
communicate the plan to team members including informing them of specific pricing details and promotional activities
plan and supervise construction and maintenance of promotional displays for identified products according to timeframes, work health and safety/occupational health and safety and workplace policies and procedures.
Evidence of the implementation of two or more marketing and promotional activities to support two or more different products or services is required to demonstrate consistency of performance and ability to respond to different situations.
Evidence of Knowledge
Demonstrated knowledge of:
range of funeral services products and services
marketing principles and practices, including:
development of marketing strategies that incorporate:
method for delivery of products and services
implications for implementation of strategy
implications for review and assessment of strategy
features of the marketing plans:
aims and objectives
expected outcomes
resources
staff roles and responsibilities
implementation timeframes
types of marketing materials that are effective for the funeral services industry
visual merchandising principles, that ensure balance and visual impact and accurate depiction of product or service being promoted
stock control and display maintenance
display construction techniques, including load bearing capacity of fixtures and display areas and availability and use of materials
relevant federal, state or territory, and local government legislation and regulations relating to work health and safety/occupational health and safety and consumer protection
workplace marketing strategy and marketing plans
workplace display of products and range
workplace policies and procedures in relation to marketing and promotional activities.
Assessment Conditions
Skills must be demonstrated in the workplace or in a simulated environment that is as industry realistic as possible. In a simulated environment, it is essential that assessment is conducted:
using suitable facilities, equipment and resources, including:
computers, communication technology and software programs to support marketing and promotional activities,
display equipment and pricing and ticketing systems
documentation including business marketing strategy and plan
under industry conditions where there is:
integration of tasks with interruptions to work typical of the job role
speed and timing requirements that reflect commercial operating conditions
interaction with team members
Assessors must satisfy the NVR/AQTF mandatory competency requirements for assessors.
Foundation Skills
This section describes those language, literacy, numeracy and employment skills that are essential to performance.
Foundation skills essential to performance are explicit in the performance criteria of this unit of competency.
Sectors
Cross-Sector
Competency Field
Marketing and Public Relations