Release 

Comments 

Release 1

This version first released with BSB Business Services Training Package Version 1.0.

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

Skill 

Performance Criteria 

Description 

Reading

1.1-1.5, 2.1, 4.1-4.5

• Identifies and analyses complex text to determine effective services marketing

Writing

3.1, 3.4, 3.6, 4.5

• Prepares detailed strategy plans and related workplace documentation

Oral Communication

3.6, 4.2

• Explains strategies clearly using language suitable to audience
• Uses listening and questioning techniques to confirm understanding

Numeracy

3.2, 4.2, 4.5

• Uses mathematical skills to interpret budgets, timelines and overall success of campaign

Navigate the world of work

4.2, 4.5

• Monitors adherence to organisational policies and objectives and considers own role in terms of its contribution to broader goals of work environment
• Appreciates implications of legal, ethical and regulatory responsibilities related to own work

Interact with others

3.6, 4.2

• Recognises importance of taking audience, purpose and contextual factors into account when making decisions about what to communicate with whom, why and how
• Collaborates with others to achieve joint outcomes, playing an active role in facilitating effective group interaction

Get the work done

1.1-1.5, 2.1, 2.3, 3.3-3.5, 3.7, 4.1, 4.3-4.5

• Schedules marketing strategy and develops plans with an awareness of how they may contribute to longer-term operational and strategic goals
• In more complex, non-routine situations, uses formal decision-making processes, setting or clarifying goals, gathering information and identifying and evaluating several choices against a limited set of criteria
• Recognises potential of new approaches to enhance work practices and outcomes

Code and title 

current version 

Code and title 

previous version 

Comments 

Equivalence status 

BSBMKG518 Plan and implement services marketing

BSBMKG518A Plan and implement services marketing

Updated to meet Standards for Training Packages

Equivalent unit

Release 

Comments 

Release 1

This version first released with BSB Business Services Training Package Version 1.0.