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Evidence Guide: BSBMKG518 - Plan and implement services marketing

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

From the Wiki University

 

BSBMKG518 - Plan and implement services marketing

What evidence can you provide to prove your understanding of each of the following citeria?

Identify strategies for services marketing

  1. Research services and their characteristics in a specific industry context
  2. Identify marketing mix for services
  3. Evaluate consumer behaviour in relation to services and implications for marketing strategies
  4. Identify factors influencing customer satisfaction with services
  5. Identify range of strategies to market services, appropriate for the organisation
Research services and their characteristics in a specific industry context

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify marketing mix for services

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate consumer behaviour in relation to services and implications for marketing strategies

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify factors influencing customer satisfaction with services

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify range of strategies to market services, appropriate for the organisation

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select strategies for services marketing

  1. Analyse market trends for service delivery and identify opportunities to market services
  2. Identify previous services marketing strategies in the organisation, and analyse successful strategies and areas for improvement
  3. Select most appropriate services marketing strategies and activities which fit the organisation’s strategic and marketing plans
Analyse market trends for service delivery and identify opportunities to market services

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify previous services marketing strategies in the organisation, and analyse successful strategies and areas for improvement

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select most appropriate services marketing strategies and activities which fit the organisation’s strategic and marketing plans

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Plan and develop activities for services marketing

  1. Record service marketing objectives and purpose
  2. Calculate costs of service marketing activities
  3. Select methods to report and measure effectiveness of service marketing activities
  4. Develop effective service level agreements
  5. Assign responsibilities to team members for service marketing activities
  6. Record strategy plan for marketing services, and present to relevant stakeholders
  7. Assemble required resources to implement services marketing plan
Record service marketing objectives and purpose

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Calculate costs of service marketing activities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select methods to report and measure effectiveness of service marketing activities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop effective service level agreements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assign responsibilities to team members for service marketing activities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Record strategy plan for marketing services, and present to relevant stakeholders

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assemble required resources to implement services marketing plan

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Implement and monitor services marketing strategy

  1. Schedule work for each services marketing campaign element, according to lead times required for different media, and marketing plan for services
  2. Brief staff and suppliers on their budgets, timelines, roles and responsibilities, and legal and ethical requirements
  3. Implement services marketing activities according to marketing plan for services
  4. Identify and use evaluation criteria and evaluation methods to determine effectiveness of marketing, and make required modifications
  5. Analyse success indictors of marketing campaign, and record performance according to organisational reporting requirements
Schedule work for each services marketing campaign element, according to lead times required for different media, and marketing plan for services

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Brief staff and suppliers on their budgets, timelines, roles and responsibilities, and legal and ethical requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Implement services marketing activities according to marketing plan for services

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and use evaluation criteria and evaluation methods to determine effectiveness of marketing, and make required modifications

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse success indictors of marketing campaign, and record performance according to organisational reporting requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Identify strategies for services marketing

1.1 Research services and their characteristics in a specific industry context

1.2 Identify marketing mix for services

1.3 Evaluate consumer behaviour in relation to services and implications for marketing strategies

1.4 Identify factors influencing customer satisfaction with services

1.5 Identify range of strategies to market services, appropriate for the organisation

2. Select strategies for services marketing

2.1 Analyse market trends for service delivery and identify opportunities to market services

2.2 Identify previous services marketing strategies in the organisation, and analyse successful strategies and areas for improvement

2.3 Select most appropriate services marketing strategies and activities which fit the organisation’s strategic and marketing plans

3. Plan and develop activities for services marketing

3.1 Record service marketing objectives and purpose

3.2 Calculate costs of service marketing activities

3.3 Select methods to report and measure effectiveness of service marketing activities

3.4 Develop effective service level agreements

3.5 Assign responsibilities to team members for service marketing activities

3.6 Record strategy plan for marketing services, and present to relevant stakeholders

3.7 Assemble required resources to implement services marketing plan

4. Implement and monitor services marketing strategy

4.1 Schedule work for each services marketing campaign element, according to lead times required for different media, and marketing plan for services

4.2 Brief staff and suppliers on their budgets, timelines, roles and responsibilities, and legal and ethical requirements

4.3 Implement services marketing activities according to marketing plan for services

4.4 Identify and use evaluation criteria and evaluation methods to determine effectiveness of marketing, and make required modifications

4.5 Analyse success indictors of marketing campaign, and record performance according to organisational reporting requirements

Required Skills and Knowledge

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Identify strategies for services marketing

1.1 Research services and their characteristics in a specific industry context

1.2 Identify marketing mix for services

1.3 Evaluate consumer behaviour in relation to services and implications for marketing strategies

1.4 Identify factors influencing customer satisfaction with services

1.5 Identify range of strategies to market services, appropriate for the organisation

2. Select strategies for services marketing

2.1 Analyse market trends for service delivery and identify opportunities to market services

2.2 Identify previous services marketing strategies in the organisation, and analyse successful strategies and areas for improvement

2.3 Select most appropriate services marketing strategies and activities which fit the organisation’s strategic and marketing plans

3. Plan and develop activities for services marketing

3.1 Record service marketing objectives and purpose

3.2 Calculate costs of service marketing activities

3.3 Select methods to report and measure effectiveness of service marketing activities

3.4 Develop effective service level agreements

3.5 Assign responsibilities to team members for service marketing activities

3.6 Record strategy plan for marketing services, and present to relevant stakeholders

3.7 Assemble required resources to implement services marketing plan

4. Implement and monitor services marketing strategy

4.1 Schedule work for each services marketing campaign element, according to lead times required for different media, and marketing plan for services

4.2 Brief staff and suppliers on their budgets, timelines, roles and responsibilities, and legal and ethical requirements

4.3 Implement services marketing activities according to marketing plan for services

4.4 Identify and use evaluation criteria and evaluation methods to determine effectiveness of marketing, and make required modifications

4.5 Analyse success indictors of marketing campaign, and record performance according to organisational reporting requirements