List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.
ELEMENT | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Profile client accounts | 1.1 Identify and confirm client accounts with senior management 1.2 Establish product and brand knowledge and clarify objectives with client 1.3 Undertake analysis of client strengths, weakness and expectations for account performance 1.4 Confirm communication channels with client 1.5 Recognise and incorporate account management requirements within current legislation, regulation and organisational policy |
2.Implement account management plan | 2.1 Establish key account performance indicators with client 2.2 Identify account events and campaigns over agreed timeframes 2.3 Prepare account budgets for approval 2.4 Enable adequate resources to meet account management needs 2.5 Prepare briefs of requirements for internal departments, staff and external specialists as required 2.6 Oversee production of events and campaigns to meet client requirements |
3. Represent accounts | 3.1 Build trust and respect for the client within the organisation and marketplace 3.2 Maintain effective communication channels with client 3.3 Seek regular feedback on performance and adjust as necessary |
4. Identify opportunities for improvement | 4.1 Undertake account reviews with client and own management 4.2 Identify performance against agreed indicators 4.3 Recommended revisions to account plan to meet client requirements 4.4 Manage client expectations of performance to meet market conditions |
Evidence of the ability to:
interpret client instructions to establish key performance requirements
undertake a SWOT analysis of client’s marketing communications
establish and maintain effective communications with a client
prepare an account plan and budget over an agreed timescale
prepare client briefs for production and other works or activities.
Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.
To complete the unit requirements safely and effectively, the individual must:
explain client products, brand and strategy in the marketplace
list common industry account management performance indicators
identify contract law as it applies to account management
identify industry trends and characteristics relevant to a client's products and brand.
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing communications field of work and include access to:
relevant legislation and regulations
communications equipment and technology
relevant workplace documentation and resources
case studies or, where possible, real situations
industry software packages and apps (where applicable).
Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.