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Evidence Guide: SHBXPSM003 - Promote a personal services business

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

From the Wiki University

 

SHBXPSM003 - Promote a personal services business

What evidence can you provide to prove your understanding of each of the following citeria?

Develop marketing strategies.

  1. Analyse business objectives, key services and products to determine the focus of marketing activities.
  2. Evaluate customer demographics and target markets for the business as a basis for marketing strategies.
  3. Determine marketing objectives and strategies in consultation with relevant people and according to the business plan.
Analyse business objectives, key services and products to determine the focus of marketing activities.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine a marketing mix for the business.

  1. Balance volumes and pricing of service and product mix to optimise turnover and profit.
  2. Evaluate costs and benefits of providing different services and products to determine the marketing mix of the business.
  3. Determine the optimum marketing mix according to market and business needs.
Balance volumes and pricing of service and product mix to optimise turnover and profit.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Implement marketing strategies.

  1. Brief persons involved in the marketing effort on roles and responsibilities to ensure successful implementation.
  2. Plan and implement promotional activities according to marketing objectives and budgetary requirements.
Brief persons involved in the marketing effort on roles and responsibilities to ensure successful implementation.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor and improve marketing performance.

  1. Regularly monitor marketing activities and evaluate business performance against targets.
  2. Analyse performance gaps and take corrective action or set new targets.
  3. Encourage relevant people to propose ways to improve marketing performance.
  4. Seek customer reaction to all aspects of the marketing mix, and analyse to improve targeting and outcomes.
  5. Conduct ongoing research of customer requirements to identify opportunities for change and improvement.
  6. Monitor changes in markets and investigate new business development opportunities.
Regularly monitor marketing activities and evaluate business performance against targets.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Encourage relevant people to propose ways to improve marketing performance.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor changes in markets and investigate new business development opportunities.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

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.

Required Skills and Knowledge

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.