Elements and Performance Criteria

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.

promotion and advertising
product and service range and type
pricing, presentation and display of products and services
pursuing product differentiation and cost leadership within a specialist market segment
creating a very different product or service so that the business becomes a class leader in the industry.

owner-operators
partners
financial backers
clients
accountant or other specialist services
family members
work team members
subcontractors
trade or industry associations
regulatory bodies.

advertising in national, state or local newspapers
website
word of mouth, referrals and testimonials
professional and industry journals
advertising on radio or television
mail drops
display posters
exhibitions and in-house promotions
sponsorship
developing networks and strategic alliances
staff development programs to enhance customer service.

surveys
other feedback mechanisms
informal discussions
client meetings and focus groups
trend analysis.

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.
Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

ability to develop marketing strategies for a specific funeral service product, service or organisation that identify current and relevant industry organisation marketing issues and include a detailed, realistic implementation program of activities
ability to implement a range of marketing activities and evaluate their utility
project or work activities conducted over a period of time to allow the candidate to develop, implement and evaluate marketing strategies and activities for a given product, service or organisation and to ensure consistency of performance.

Context of, and specific resources for assessment

Assessment must ensure:

access to appropriate computers, communication technology and software programs to develop marketing strategies and activities
interaction with clients to obtain feedback
access to relevant documentation, such as a funeral organisation business plan, pricing and service information.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

observation of candidate briefing staff on marketing strategies and promotional activities
review of prepared marketing strategies and promotional materials
written or verbal questioning to assess knowledge and understanding of cost-benefit analysis methods
review of portfolios of evidence and third-party workplace reports of on-the-job performance by the candidate.
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.
Employability skills embedded in this unit should be assessed holistically with other relevant units that make up the skill set or qualification and in the context of the job role.