Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners

SHBXPSM003 Mapping and Delivery Guide
Promote a personal services business

Version 1.0
Issue Date: May 2024


Qualification -
Unit of Competency SHBXPSM003 - Promote a personal services business
Description
Employability Skills
Learning Outcomes and Application This unit describes the performance outcomes, skills and knowledge required to develop and integrate a full range of marketing strategies and promotional activities to expand and diversify the client base, maintain and improve client re-booking, and increase average client spend for a personal services business. It requires the ability to monitor, evaluate and adjust marketing activities according to business performance.This unit applies to all single or multiple outlet businesses providing beauty treatments, hairdressing or barbering services. It applies to senior managers and small business owners who operate with significant autonomy and are responsible for making strategic business management and operational decisions.No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.
Duration and Setting X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.

Assessment must ensure use of:

activities that allow the individual to research, develop, implement, monitor and evaluate marketing activities over an extended time period

people with whom the individual can interact for all communication aspects of the unit; these can be:

people in a personal services industry workplace; or

people who participate in role plays or simulated activities within a training organisation

computers, printers and general software programs used to produce marketing plans

the following documents which can be actual documents used by a personal services business or generated by a registered training organisation for the purposes of project and assessment activities:

customer profiles, service history and product and service preferences

sales budgets

sales reports

stock reports

template:

marketing plans

budgets

customer evaluations.

Assessors must satisfy the Standards for Registered Training Organisation’s requirements for assessors.
Prerequisites/co-requisites
Competency Field Personal Services Management
Development and validation strategy and guide for assessors and learners Student Learning Resources Handouts
Activities 		Slides
PPT 		Assessment 1 Assessment 2 Assessment 3 Assessment 4
Elements of Competency Performance Criteria              
Element: Develop marketing strategies.
  • Analyse business objectives, key services and products to determine the focus of marketing activities.
  • Evaluate customer demographics and target markets for the business as a basis for marketing strategies.
  • Determine marketing objectives and strategies in consultation with relevant people and according to the business plan.
       
Element: Determine a marketing mix for the business.
  • Balance volumes and pricing of service and product mix to optimise turnover and profit.
  • Evaluate costs and benefits of providing different services and products to determine the marketing mix of the business.
  • Determine the optimum marketing mix according to market and business needs.
       
Element: Implement marketing strategies.
  • Brief persons involved in the marketing effort on roles and responsibilities to ensure successful implementation.
  • Plan and implement promotional activities according to marketing objectives and budgetary requirements.
       
Element: Monitor and improve marketing performance.
  • Regularly monitor marketing activities and evaluate business performance against targets.
  • Analyse performance gaps and take corrective action or set new targets.
  • Encourage relevant people to propose ways to improve marketing performance.
  • Seek customer reaction to all aspects of the marketing mix, and analyse to improve targeting and outcomes.
  • Conduct ongoing research of customer requirements to identify opportunities for change and improvement.
  • Monitor changes in markets and investigate new business development opportunities.
       


Evidence Required

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.

ELEMENTS

PERFORMANCE CRITERIA

Elements describe the essential outcomes

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Develop marketing strategies.

1.1.Analyse business objectives, key services and products to determine the focus of marketing activities.

1.2.Evaluate customer demographics and target markets for the business as a basis for marketing strategies.

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

2. Determine a marketing mix for the business.

2.1.Balance volumes and pricing of service and product mix to optimise turnover and profit.

2.2.Evaluate costs and benefits of providing different services and products to determine the marketing mix of the business.

2.3.Determine the optimum marketing mix according to market and business needs.

3. Implement marketing strategies.

3.1.Brief persons involved in the marketing effort on roles and responsibilities to ensure successful implementation.

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

4. Monitor and improve marketing performance.

4.1.Regularly monitor marketing activities and evaluate business performance against targets.

4.2.Analyse performance gaps and take corrective action or set new targets.

4.3.Encourage relevant people to propose ways to improve marketing performance.

4.4.Seek customer reaction to all aspects of the marketing mix, and analyse to improve targeting and outcomes.

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

4.6.Monitor changes in markets and investigate new business development opportunities.

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

develop a comprehensive written marketing plan for a given personal services business to include at least:

business profile and objectives

overview of products and services range and product mix

analysis of four different client groups and their product and services preferences

chosen target group/s for marketing activities and rationale for choice

marketing objectives

analysis of current sales and budgeted projections for sales of three different products and three different services to be promoted

comprehensive description of promotional activities to be used and rationale for choice

comprehensive implementation plan for promotional activities including timelines, responsibilities and performance indicators

methods used to evaluate customer satisfaction with products and services offered

methods used to monitor effectiveness of marketing program

evaluate product and service performance against targets, analyse performance gaps and propose corrective actions for given marketing situations which may or may not be those covered by the above plan.

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

for personal services businesses and the organisation in particular:

business objectives

current products and services range and availability of new

different client demographics and their product and service preferences

for a range of traditional, new and emerging marketing strategies and promotional activities:

uses, risks and benefits

efficacy in reaching and appealing to target markets

new and emerging marketing methods, including social media technologies, and the opportunities they present

format and content of sales budgets, sales and stock reports and use in:

projecting sales and profit

analysing product and service performance

methods used to evaluate customer satisfaction with products and services offered

methods used to monitor effectiveness of promotional activities

format and content of marketing plans.

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assignment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

ELEMENTS

PERFORMANCE CRITERIA

Elements describe the essential outcomes

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Develop marketing strategies.

1.1.Analyse business objectives, key services and products to determine the focus of marketing activities.

1.2.Evaluate customer demographics and target markets for the business as a basis for marketing strategies.

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

2. Determine a marketing mix for the business.

2.1.Balance volumes and pricing of service and product mix to optimise turnover and profit.

2.2.Evaluate costs and benefits of providing different services and products to determine the marketing mix of the business.

2.3.Determine the optimum marketing mix according to market and business needs.

3. Implement marketing strategies.

3.1.Brief persons involved in the marketing effort on roles and responsibilities to ensure successful implementation.

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

4. Monitor and improve marketing performance.

4.1.Regularly monitor marketing activities and evaluate business performance against targets.

4.2.Analyse performance gaps and take corrective action or set new targets.

4.3.Encourage relevant people to propose ways to improve marketing performance.

4.4.Seek customer reaction to all aspects of the marketing mix, and analyse to improve targeting and outcomes.

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

4.6.Monitor changes in markets and investigate new business development opportunities.

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Analyse business objectives, key services and products to determine the focus of marketing activities. 
Evaluate customer demographics and target markets for the business as a basis for marketing strategies. 
Determine marketing objectives and strategies in consultation with relevant people and according to the business plan. 
Balance volumes and pricing of service and product mix to optimise turnover and profit. 
Evaluate costs and benefits of providing different services and products to determine the marketing mix of the business. 
Determine the optimum marketing mix according to market and business needs. 
Brief persons involved in the marketing effort on roles and responsibilities to ensure successful implementation. 
Plan and implement promotional activities according to marketing objectives and budgetary requirements. 
Regularly monitor marketing activities and evaluate business performance against targets. 
Analyse performance gaps and take corrective action or set new targets. 
Encourage relevant people to propose ways to improve marketing performance. 
Seek customer reaction to all aspects of the marketing mix, and analyse to improve targeting and outcomes. 
Conduct ongoing research of customer requirements to identify opportunities for change and improvement. 
Monitor changes in markets and investigate new business development opportunities. 

Forms

Assessment Cover Sheet

SHBXPSM003 - Promote a personal services business
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I declare that the assessment tasks submitted for this unit are my own work.

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Assessment Record Sheet

SHBXPSM003 - Promote a personal services business

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Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

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Overall assessment result: Competent Not yet competent

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