Unit of competency Outline
Date retreived
23/07/2026 3:36 PM AWST
23/07/2026 3:36 PM AWST
Whilst all efforts are made to provide accurate and timely information from the relevant source/documentation, please be aware that the information supplied may not be the most current version. The accuracy of the detail has not been confirmed by the Department and therefore should not be relied upon without first confirming the contents.
Plan and implement services marketing
Plan and implement services marketing
Unit of competency
National Code
BSBMKG518A
BSBMKG518A
State Code
D4872
D4872
TGA Status
Replaced
Replaced
DTWD Status
Replaced
Replaced
State Implementation and Classification
Approved Date
15/04/2011
Field of Education
080505 - Marketing
Original Release Date
15/04/2011
Nominal Hours
40
Description
This unit describes the performance outcomes, skills and knowledge required to use a range of strategies to plan and implement the marketing of services. No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Notes
Elements and Performance Criteria
1. Identify strategies for the marketing of services
- 1.1. Research services and their characteristics in a specific industry context
- 1.2. Identify marketing mix as it applies to services
- 1.3. Evaluate consumer behaviour in services and implications for marketing strategies
- 1.4. Identify factors influencing customer satisfaction with services
- 1.5. Identify range of strategies to market the service appropriate for the organisation
2. Select strategies for the marketing of services
- 2.1. Analyse market trends for service delivery and identify opportunities to market the services
- 2.2. Identify previous service marketing strategies in the organisation, and analyse successful strategies and areas for improvement
- 2.3. Select most appropriate service marketing strategies and activities which fit with the organisation's strategic and marketing plans
3. Plan and develop activities for marketing of services
- 3.1. Record service marketing objectives and purpose
- 3.2. Calculate costs of service marketing activities
- 3.3. Select methods to report and measure effectiveness of service marketing activities
- 3.4. Develop effective service level agreements
- 3.5. Assign responsibilities to team members for service marketing activities
- 3.6. Record the strategy plan for the marketing of services marketing and present to relevant stakeholders
- 3.7. Assemble required resources to implement the service marketing plan
4. Implement and monitor marketing strategy for services
- 4.1. Schedule work on each services marketing campaign element according to lead times required for different media, and marketing plan for services
- 4.2. Brief staff and suppliers on their budgets, time lines, roles and responsibilities, and legal and ethical requirements
- 4.3. Implement service marketing activities according to marketing plan for services
- 4.4. Identify and use evaluation criteria and evaluation methods to determine effectiveness of marketing, and make required modifications
- 4.5. Analyse success indictors of marketing campaign and record performance according to organisational reporting requirements
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.
Services may include:
financial
health care
hospitality
logistical
personal
professional
social
travel
utility.
Characteristics may include:
challenges with evaluation
heterogeneity
high involvement and personal nature
importance of time factor
intangibility
lack of customer ownership
lack of inventories
perishability
simultaneous production and consumption
use of different distribution channels
variability of service encounters.
Marketing mix as it applies to services may include:
people
physical evidence
place
price
processes
product
promotion.
Factors may include:
attributions for service success or failure
consumer emotions
other consumers
personal factors
price
quality of service
service features.
Strategies to market the service may include:
building reputation
customer relationship management (CRM)
distribution systems
internet marketing
pricing strategies
promotional program, e.g. advertising, displaying results of using service, indirect promotion
relationship marketing
service blueprinting
service encounters - social and physical elements
service quality.
Market trends may include:
changing demographics
growing culture of convenience
growth of information society
increased foreign competition
increased internal competition
outsourcing non-core functions
reduced government regulation
technology changes.
Activities may include:
adjusting pricing to influence demand
advertising through a range of media
instituting total quality management programs
offering service guarantees
providing tangibility through physical appearance of the facility
training employees on service provision.
Service level agreements may include:
customer duties
disaster recovery
performance measurement
problem management
termination of agreement
warranties.
Evaluation methods may include:
customer focus groups
post-transaction surveys
relationship surveys
research on lost customers
review of customer complaints.
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.
Services may include:
financial
health care
hospitality
logistical
personal
professional
social
travel
utility.
Characteristics may include:
challenges with evaluation
heterogeneity
high involvement and personal nature
importance of time factor
intangibility
lack of customer ownership
lack of inventories
perishability
simultaneous production and consumption
use of different distribution channels
variability of service encounters.
Marketing mix as it applies to services may include:
people
physical evidence
place
price
processes
product
promotion.
Factors may include:
attributions for service success or failure
consumer emotions
other consumers
personal factors
price
quality of service
service features.
Strategies to market the service may include:
building reputation
customer relationship management (CRM)
distribution systems
internet marketing
pricing strategies
promotional program, e.g. advertising, displaying results of using service, indirect promotion
relationship marketing
service blueprinting
service encounters - social and physical elements
service quality.
Market trends may include:
changing demographics
growing culture of convenience
growth of information society
increased foreign competition
increased internal competition
outsourcing non-core functions
reduced government regulation
technology changes.
Activities may include:
adjusting pricing to influence demand
advertising through a range of media
instituting total quality management programs
offering service guarantees
providing tangibility through physical appearance of the facility
training employees on service provision.
Service level agreements may include:
customer duties
disaster recovery
performance measurement
problem management
termination of agreement
warranties.
Evaluation methods may include:
customer focus groups
post-transaction surveys
relationship surveys
research on lost customers
review of customer complaints.
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 following is essential:
development of a services marketing plan providing information on the:
objectives of the plan
type of service marketing strategies and activities to be undertaken
budget
methods to measure effectiveness
responsibilities
analysis of an implemented services marketing strategy.
Context of and specific resources for assessment
Assessment must ensure access to:
a workplace or simulated work environment
office equipment and resources
relevant organisational documentation.
Method of assessment
The following assessment methods are appropriate for this unit:
analysis of responses to case studies and scenarios
review of a portfolio of evidence documenting research, planning and implementation of a services marketing plan
oral or written questioning around aspects of services marketing
assessment of reports.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.
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 following is essential:
development of a services marketing plan providing information on the:
objectives of the plan
type of service marketing strategies and activities to be undertaken
budget
methods to measure effectiveness
responsibilities
analysis of an implemented services marketing strategy.
Context of and specific resources for assessment
Assessment must ensure access to:
a workplace or simulated work environment
office equipment and resources
relevant organisational documentation.
Method of assessment
The following assessment methods are appropriate for this unit:
analysis of responses to case studies and scenarios
review of a portfolio of evidence documenting research, planning and implementation of a services marketing plan
oral or written questioning around aspects of services marketing
assessment of reports.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.
Replaced By
| State Code | National Code | Title | Type |
|---|---|---|---|
| AUI45 | BSBMKG518 | Plan and implement services marketing | Unit of competency |
| State Code | National Code | Title | Type |
|---|---|---|---|
| D174 | BSB51207 | Diploma of Marketing | Qualification |