Elements and Performance Criteria
- Analyse market information
- Identify industry promotional products and services range
- Identify, research and analyse market and target audience
- Describe demographics in terms of customer segments
- Monitor market environment in a consistent manner to ensure information is current and reliable
- Identify the legal, ethical and environmental constraints of the market and their potential effect on the sale of products and services
- Develop marketing strategies
- Develop a profile of users and potential users of the organisation and maintain this as part of the organisation strategic and business plan
- Assess alternative marketing strategies and techniques
- Base marketing strategies on reliable data, market environment and substantiated trends
- Develop marketing and promotional strategies that are appropriate for venue, product and needs of clients
- Develop promotional materials and make available to target groups
- Employ marketing strategies
- Schedule marketing activities within appropriate timeframes
- Liaise with product supplier for promotional materials in accordance with organisation policies.
- Develop measurable performance targets
- Ensure product and service information is accurate and readily available to clients
- Submit promotional and marketing strategies for approval where appropriate in accordance with organisation policy.
- Implement marketing strategies within budgetary constraints and legal, ethical and organisation requirements
- Evaluate marketing strategies
- Monitor product, pricing and distribution policies in relation to changes in the market, marking objectives and organisation requirements
- Evaluate existing promotional activities to identify their strengths and weaknesses
- Set and monitor goals for service use by identified client groups in accordance with organisation procedures
- Establish and utilise feedback mechanisms to review and evaluate the impact of service provision and promotional strategies
- Evaluate strategies against sales turnover, client feedback and optical promotional standards.
- Adjust service provision and promotional activities as appropriate
- Document relevant information for ongoing analysis and management