Unit of competency details

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PUA12 V2

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PUA00 V8.1

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Elements describe the essential outcomes of a Unit of Competency.

Performance Criteria describe the required performance needed to demonstrate achievement of the element. Where bold italicised  text is used, further information is detailed in the Range Statement. Assessment of performance is to be consistent with the Evidence Guide.

ELEMENT 

PERFORMANCE CRITERIA 

1. Evaluate markets and organisation’s capacity for service 

1.1 Markets for existing or new service/product opportunities for the organisation are identified, researched and analysed for possible entry and/or development

1.2 An audit of existing service capacities is undertaken to identify scope for increased service provision

1.3 Preferred business profile is identified from business plans  and other organisational documentation

1.4 Economic, community environmental and political trends  are assessed for relevance against the organisation’s profile

2. Develop marketing strategies and plans 

2.1 Alternative and innovative marketing strategies  for the organisation are identified and compared with existing systems

2.2 Services and markets for the organisation are clearly identified from reliable information

2.3 Marketing strategies incorporate suitable advice from qualified marketing professionals if required

2.4 Marketing service organisations  are identified and services accessed where appropriate

2.5 Cost-effective promotional plans  and pricing strategies are developed for services.

2.6 Proposed service/product is tested to verify demand, strategies, cost and ability to deliver

3. Implement marketing strategies 

3.1 Suitable advertising and other promotional strategies  are evaluated for cost-effectiveness

3.2 Plans, schedules and targets are set for the introduction of new or improved services

3.3 The organisation’s marketing strategy and each employee’s role and responsibility within it are communicated to relevant personnel

3.4 Plans take into account the nature of the target client and business and seasonal cycles

3.5 Planned measures are taken to educate clients in value-added services provided by the organisation

3.6 Implementation is directed toward achieving outcomes defined in the marketing strategy

4. Monitor marketing strategy 

4.1 Evaluation criteria  to assess the effectiveness of marketing are established

4.2 Accurate records are kept against evaluation criteria to enable reliable decisions on performance to be made

4.3 Marketing strategy is regularly adjusted in response to monitoring of performance

This describes the essential skills and knowledge and their level, required for this unit.

Required Skills 

• business negotiation
• written and verbal communication
• budgeting
• analytical skills applied market research and assessments
• planning and scheduling of monitoring activities
• presentation
• maintaining records or database
• research
• basic computer literacy including word processing

Required Knowledge 

• marketing principles and practice
• performance evaluation measures
• competitor's strengths and weaknesses
• business planning process
• organisation's customer relations policies
• market conditions and forces

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

It is essential for this unit that competence be demonstrated in:

• demonstrated capacity to develop marketing strategy from given data and evaluate strategy
• demonstrated knowledge of a range of promotional strategies

Consistency in performance 

Evidence is best obtained by citing a marketing strategy prepared for normal organisation operating conditions, including evidence of process followed

Context of and specific resources for assessment 

Context of assessment 

On the job or in a simulated work environment

Specific resources for assessment 

No special requirements

Method of assessment 

In a public safety environment assessment is usually conducted via direct observation in a training environment or in the workplace via subject matter supervision and/or mentoring, which is typically recorded in a competency workbook.

Assessment is completed using appropriately qualified assessors who select the most appropriate method of assessment.

Assessment may occur in an operational environment or in an agency-approved simulated work environment. Forms of assessment that are typically used include:

• direct observation
• interviewing the candidate
• journals and workplace documentation
• third party reports from supervisors
• written or oral questions

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 in the Performance Criteria is detailed below.

Community, environment, political trends  may include:

• conservation
• crime trends
• degree of knowledge
• news coverage
• popular attitudes
• stability
• security issues

Plans  may include:

• budgets
• business plans
• marketing plans

Marketing strategies  may include:

• target markets by client group
• location
• core function
• service type
• internal and external clients

Service organisations  may include:

• advertising agencies
• marketing consultants
• industry associations

Promotional plans  take account of:

• objectives of the promotion
• venue and location
• duration
• style and format of the promotion
• technical equipment required
• number of invitees
• promotional materials
• budget
• control of invitations
• staffing implications
• possible cooperative approaches with other organisations
• organisation goals
• mission
• vision to ensure marketing profile
• impact of government legislation on marketing functions

Promotional strategies  may include:

• a combination of:
• pricing
• public relations
• image and presentation
• advertising
• community education
• involvement

Assessment of existing capacity  may include:

• competency levels
• geographic location
• condition and type of facilities and equipment
• current workloads
• new technology

Evaluation criteria  may include:

• volume of billed business
• public response rates
• cost per lead
• conversion rates
• surveys on attitudes
• views of company