Elements and Performance Criteria

RANGE STATEMENT
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, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Brokerage objectives may be:
achievable
measurable
realistic
time defined.
Market research data may include:
Australian Bureau of Statistics (ABS)
chambers of commerce information
client surveys
data about existing clients
data about possible new clients
data from external sources such as:
data from internal sources
industry reports
internet
libraries
mail surveys
personal interviews
primary market research such as:
secondary market research (available research by other people)
small business surveys
telephone surveys
trade associations/journals.
Competitor analysis may include:
competitor offerings
competitor profile in the market place
competitor promotion strategies and activities.
Marketing position should include data on:
communication
cost components
distribution strategies
market position
marketing channels
new/changed products
place
price
pricing objectives:
profit
market penetration
pricing strategies:
cost plus
supply/demand
ability to pay
product
product differentiation from competitive products
product mix
promotion
promotion budget
promotional strategies
target audience
the augmented product (total package of consumer features/benefits)
the core product (what is bought)
the good or service provided
the tangible product (what is perceived).
Brokerage brand may include:
AIDA (attention, interest, desire, action)
brokerage image
brokerage logo/letter head/signage
facility decor
phone answering protocol
slogans
style guide
templates for communication/invoicing
writing style.
Benefits may include:
benefits as perceived by the client
features as perceived by the client.
Promotion tools include:
advertising
brochures
direct mail
networking and referrals
newsletters (print and/or electronic)
press releases
publicity and sponsorship
seminars
telemarketing/cold calling
websites.
Applicable legislation includes:
Carriers Act
Compulsory Third Party Motor Vehicles Act
Financial Services Reform Act
Insurance Act
Insurance Contracts Act
Local Government Act
Marine Insurance Act
Trade Practices Act.
Yield per existing client may be increased by methods including:
packaging fees
raising charge out rates/fees
reduce discounts
sell more services to existing clients.
Promotional package may consist of materials such as:
client newsletters or bulletins
media advertising (radio, television, newspapers, trade journals, direct marketing)
product service brochures
promotion may include sponsorship.
promotional packages can be directed to existing or new clients
promotional products or give-a-ways and third party services.
Distribution channels may include:
associations
authorised representatives common interest groups
broker's in-house staff
direct response
existing clients
other brokers
telemarketing
trade journals.

EVIDENCE GUIDE
The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the ability to:
identify the key market data (accurate and relevant) and the range of available information sources
analyse data and determine areas of improvement
negotiate required improvements to ensure implementation
evaluate systems against brokerage requirements and form recommendations and/or make recommendations.

Context of and specific resources for assessment
Assessment must ensure:
competency is demonstrated in the context of the work environment and conditions specified in the range statement either in a relevant workplace or a closely simulated work environment
access to and the use of a range of common office equipment, technology, software and consumables
access to organisation records
access to organisational policies and procedures.

Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples, in combination, are appropriate for this unit:
evaluating an integrated activity, which combines the elements of competency for the unit, or a cluster of related units of competency
observing processes and procedures in workplaces
verbal or written questioning on underpinning knowledge and skills
evaluating samples of work
accessing and validating third party reports
setting and reviewing workplace projects and business simulations or scenarios.

Guidance information for assessment