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Evidence Guide: BSBMKG518A - 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!

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BSBMKG518A - Plan and implement services marketing

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

Identify strategies for the marketing of services

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify marketing mix as it applies to services

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate consumer behaviour in 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 the service appropriate for the organisation

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select strategies for the marketing of services

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select most appropriate service marketing strategies and activities which fit with the organisation's strategic and marketing plans

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Plan and develop activities for marketing of services

  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 the strategy plan for the marketing of services marketing and present to relevant stakeholders
  7. Assemble required resources to implement the service 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 the strategy plan for the marketing of services marketing and present to relevant stakeholders

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assemble required resources to implement the service marketing plan

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Implement and monitor marketing strategy for services

  1. Schedule work on 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, time lines, roles and responsibilities, and legal and ethical requirements
  3. Implement service 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 on 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, time lines, roles and responsibilities, and legal and ethical requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Implement service 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

The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

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

Evidence of the following is essential:

development of a services marketing plan providing information on the:

objectives of the plan

type of service marketing strategies and activities to be undertaken

budget

methods to measure effectiveness

responsibilities

analysis of an implemented services marketing strategy.

Context of and specific resources for assessment

Assessment must ensure access to:

a workplace or simulated work environment

office equipment and resources

relevant organisational documentation.

Method of assessment

The following assessment methods are appropriate for this unit:

analysis of responses to case studies and scenarios

review of a portfolio of evidence documenting research, planning and implementation of a services marketing plan

oral or written questioning around aspects of services marketing

assessment of reports.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.

Required Skills and Knowledge

Required skills

creativity and innovation skills to identify new opportunities for marketing of services

learning and analytical skills to:

evaluate effectiveness of services marketing

apply this learning to contribute to the organisation's outcomes

literacy skills to write reports with complex concepts and ideas

numeracy skills to:

calculate costs of service marketing activities

set marketing budgets

planning and organising skills to schedule the marketing strategy

research skills to research trends, customer requirements and appropriate strategies for marketing

verbal communication skills to present strategies to relevant personnel

Required knowledge

aspects of consumer behaviour specific to services marketing

components of a service guarantee

marketing mix as it applies to services

methods of measuring effectiveness of marketing activities

range of marketing strategies appropriate for services

range of services and their characteristics

special aspects of consumer behaviour in services marketing

trends in service delivery and marketing

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, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Services may include:

financial

health care

hospitality

logistical

personal

professional

social

travel

utility.

Characteristics may include:

challenges with evaluation

heterogeneity

high involvement and personal nature

importance of time factor

intangibility

lack of customer ownership

lack of inventories

perishability

simultaneous production and consumption

use of different distribution channels

variability of service encounters.

Marketing mix as it applies to services may include:

people

physical evidence

place

price

processes

product

promotion.

Factors may include:

attributions for service success or failure

consumer emotions

other consumers

personal factors

price

quality of service

service features.

Strategies to market the service may include:

building reputation

customer relationship management (CRM)

distribution systems

internet marketing

pricing strategies

promotional program, e.g. advertising, displaying results of using service, indirect promotion

relationship marketing

service blueprinting

service encounters - social and physical elements

service quality.

Market trends may include:

changing demographics

growing culture of convenience

growth of information society

increased foreign competition

increased internal competition

outsourcing non-core functions

reduced government regulation

technology changes.

Activities may include:

adjusting pricing to influence demand

advertising through a range of media

instituting total quality management programs

offering service guarantees

providing tangibility through physical appearance of the facility

training employees on service provision.

Service level agreements may include:

customer duties

disaster recovery

performance measurement

problem management

termination of agreement

warranties.

Evaluation methods may include:

customer focus groups

post-transaction surveys

relationship surveys

research on lost customers

review of customer complaints.