Application
This unit describes the performance outcomes, skills and knowledge required to develop and implement marketing strategies and activities to improve market performance. It applies to funeral home and cemetery and crematorium staff overseeing the marketing or promotion of funeral products and services for micro and small businesses or a department in a larger organisation. 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. Develop marketing strategies. | 1.1 Analyse business and its key funeral services products and services to determine focus of marketing strategies according to business plan objectives. 1.2 Determine and document marketing strategies and objectives in consultation with relevant stakeholders according to business plan. 1.3 Balance range and pricing of products and services to meet client needs and fiscal responsibilities. 1.4 Brief staff involved in marketing effort on their roles and responsibilities to ensure success of marketing strategies. |
2. Develop marketing and promotional activities. | 2.1 Determine marketing and promotional activities to suit each target market. 2.2 Plan and implement marketing and promotional activities according to marketing objectives and budgetary requirements. 2.3 Develop marketing and promotional materials in conjunction with appropriate personnel. |
3. Monitor and improve marketing performance. | 3.1 Monitor marketing promotional activities and evaluate effectiveness accordance to sales objectives and targets. 3.2 Analyse issues affecting effectiveness and take corrective action. 3.3 Provide opportunities to relevant people to suggest ways to improve marketing performance. 3.4 Seek and analyse client feedback on all aspects of marketing and promotional activities to improve targeting and outcomes. 3.5 Conduct ongoing research of client requirements to identify opportunities for change and improvement. |
Evidence of Performance
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.
Evidence of Knowledge
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 in
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.
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 develop marketing strategies and activities
funeral organisation business plan, pricing and service information
under industry conditions where there is:
integration of tasks with possible interruptions to work typical of the job role.
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