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Evidence Guide: SIFMPR004A - Develop marketing strategies and activities

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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SIFMPR004A - Develop marketing strategies and activities

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

Develop marketing strategies.

  1. Analyse business and its key products and services to determine focus of marketing strategies according to business plan objectives.
  2. Determine marketing strategies and objectives in consultation with relevant people according to business plan.
  3. Balance range and pricing of products and services to meet client needs and fiscal responsibilities.
  4. Brief staff involved in marketing effort on their roles and responsibilities to ensure success of marketing strategies.
Analyse business and its key products and services to determine focus of marketing strategies according to business plan objectives.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Determine marketing strategies and objectives in consultation with relevant people according to business plan.

Completed
Date:

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Evidence:

 

 

 

 

 

 

 

Balance range and pricing of products and services to meet client needs and fiscal responsibilities.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Brief staff involved in marketing effort on their roles and responsibilities to ensure success of marketing strategies.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Develop marketing and promotional activities.

  1. Determine marketing and promotional activities to suit each target market.
  2. Plan and implement marketing and promotional activities according to marketing objectives and budgetary requirements.
  3. Develop marketing and promotional materials in conjunction with appropriate personnel.
Determine marketing and promotional activities to suit each target market.

Completed
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Evidence:

 

 

 

 

 

 

 

Plan and implement marketing and promotional activities according to marketing objectives and budgetary requirements.

Completed
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Develop marketing and promotional materials in conjunction with appropriate personnel.

Completed
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Monitor and improve marketing performance.

  1. Monitor marketing promotional activities and evaluate their effectiveness accordance to sales objectives and targets.
  2. Analyse issues affecting effectiveness and take corrective action.
  3. Provide opportunities to relevant people to suggest ways to improve marketing performance.
  4. Seek and analyse client feedback on all aspects of marketing and promotional activities to improve targeting and outcomes.
  5. Conduct ongoing research of client requirements to identify opportunities for change and improvement.
Monitor marketing promotional activities and evaluate their effectiveness accordance to sales objectives and targets.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Analyse issues affecting effectiveness and take corrective action.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Provide opportunities to relevant people to suggest ways to improve marketing performance.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Seek and analyse client feedback on all aspects of marketing and promotional activities to improve targeting and outcomes.

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Conduct ongoing research of client requirements to identify opportunities for change and improvement.

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.

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

Evidence of the following is essential:

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

ability to implement a range of marketing activities and evaluate their utility

project or work activities conducted over a period of time to allow the candidate to develop, implement and evaluate marketing strategies and activities for a given product, service or organisation and to ensure consistency of performance.

Context of and specific resources for assessment

Assessment must ensure:

access to appropriate computers, communication technology and software programs to develop marketing strategies and activities

interaction with clients to obtain feedback

access to relevant documentation, such as a funeral organisation business plan, pricing and service information.

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:

observation of candidate briefing staff on marketing strategies and promotional activities

review of prepared marketing strategies and promotional materials

written or verbal questioning to assess knowledge and understanding of cost-benefit analysis methods

review of portfolios of evidence and third-party workplace reports of on-the-job performance by the candidate.

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

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.

Required Skills and Knowledge

Required skills

communication and teamwork skills, including clear and direct communication and active listening and questioning techniques to consult with relevant people and obtain input on marketing and promotional activities from staff

literacy and numeracy skills to analyse marketing data

planning and organisational skills to develop promotional materials

problem-solving skills to monitor and analyse effectiveness of activities and take corrective action.

Required knowledge

marketing concepts and methods

industry marketing trends

workplace business plan

cost-benefit analysis methods

client feedback mechanisms

broad working knowledge of relevant federal, state or territory consumer protection legislation.

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.

Marketing strategies may include:

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.

Relevant people may include:

owner-operators

partners

financial backers

clients

accountant or other specialist services

family members

work team members

subcontractors

trade or industry associations

regulatory bodies.

Marketing and promotional activities may include:

advertising in national, state or local newspapers

website

word of mouth, referrals and testimonials

professional and industry journals

advertising on radio or television

mail drops

display posters

exhibitions and in-house promotions

sponsorship

developing networks and strategic alliances

staff development programs to enhance customer service.

Client feedback may include:

surveys

other feedback mechanisms

informal discussions

client meetings and focus groups

trend analysis.