Elements and Performance Criteria

The Range of Variables statement provides details of the scope of the Elements and Performance Criteria to allow for differences within enterprises and workplaces, including practices, knowledge and requirements. The Range of Variables also provides a focus for assessment and relates to the unit as a whole. The following variables may be present but not limited to -

State/Territory/Commonwealth:
legislation, regulations, industry codes of practice, standards and guidelines, pharmacy policies, procedures and protocols in regard to marketing and promoting pharmacy products and services area.

Target audience may include but is not limited to:

existing client base

potential customers.

Demographics of customer segments may include but is not limited to:

age

gender

membership to specialty clubs.

Pharmacy promotional strategies may involve and/or include but are not limited to:
target market/market research
store image
visual merchandising
store layout and space availability
pricing policies
feedback from customers/staff
the current industry context
the overall business context
seasonal trends
maximising customer impact
a specific product or service (new or existing) eg special clubs
developing a house brand catalogue.

Regulatory requirements:
vary between States and Territories which may affect the extent to which pharmacy staff members are able to perform some of the functions.

Regulatory and legislative requirements as applicable for each State and Territory may include but are not limited to:
Consumer Law, Environmental Law, Occupational Safety, Health and Welfare Law specific to Local Government, State and Federal Legislation
The Pharmacy/Pharmacists Act and related regulations
Drugs, Poisons and Controlled Substances/Poisons Act and related regulations
Therapeutic Goods Act
Health Act and related regulations
Privacy legislation
Pharmacy Board Guidelines and/or directives
Pharmaceutical Society of Australia's Professional Practice Standards
Codes of conduct/ethics.

Promotions may include:
external and in-store activities or may be corporate or locally based.

Promotional resources/equipment may include but are not limited to:

display fixtures

brochures

people

stationery/posters/photographs

products

furniture

stands/shelves

demonstration equipment.

Promotions may include but are not limited to:
displays
window dressing
loyalty clubs
companion selling
advertising
catalogues/newspapers/posters
suppliers
buying groups.

Pricing policies may include:
long term and short term, internal and external considerations.

Customers may include:
people from a range of social, cultural and ethnic backgrounds and physical and mental abilities and may include corporate or individual sources.

Individuals and groups may include but are not limited to:

pharmacists

customers/patients/clients

pharmacy technicians/assistants

dispensary assistants

retail/front of shop managers

consultants

external para professionals

members of professional bodies

supplier/buying groups.

Methods for liaising with others may include but is not limited to:

E-mail

telephone

fax

face to face.

The following components of the Evidence Guide relate directly to the Performance Criteria and the Range Statement for the unit of competency and will inform and provide guidance for assessment of the unit in the workplace and/or training program.
Critical Aspects of Evidence
Evidence of the following knowledge and skills is considered essential to demonstrate competency in this unit. This includes demonstration of the Key Competencies at the performance level identified at the end of this unit.
Consistently applying pharmacy policies, procedures, standards and guidelines, industry legislation, regulations and codes of practice in regard to marketing and promoting pharmacy products and services area including:
identifying market characteristics and target audience
developing promotional strategies and implementation plans
determining the type and availability of promotional resources
implementing and evaluating promotional strategies.
Evidence of the ability to consistently use effective communication techniques to communicate with others regarding the marketing and promotion of pharmacy products and services.
Demonstration of the ability to source, record and disseminate market characteristic and promotional information.
Recognition of the situations requiring referral to the pharmacist and/or other pharmacy staff according to pharmacy policy.

Underpinning Knowledge and Skills
The following knowledge, understanding and skills are essential to perform work to the required standard in this unit:
Knowledge and application of pharmacy policies, standards and guidelines, industry codes of practice, legislative and regulatory requirements in regard to marketing and promoting pharmacy products and services area.
Knowledge of and compliance with pharmacy policies and procedures, in regard to:
layout and presentation
advertising and promotions
pricing/marking down of goods, including risk assessment
housekeeping for premises, fittings, fixtures and equipment
occupational health and safety.
Knowledge and understanding of:
pharmacy merchandise and service range
store merchandising plan
range and availability of new and existing products and services
customer demand and market trends
product quality standards
visual merchandising
demographics, target markets.
Operational skills and techniques in:
communicating ideas and information
maintaining confidentiality and privacy
working with others and in teams
planning and organising activities
managing routines and procedures
solving problems.
Language, literacy and numeracy skills relevant to the role and workplace requirements.
Awareness of the circumstances/situations under which referral to the pharmacist and/or other pharmacy staff is indicated.
Operational skills to consistently use time effectively and provide quality customer service in the pharmacy environment.

Context of Assessment
For valid and reliable assessment of this unit, competency should be consistently demonstrated over a period of time and observed by the assessor and/or the technical expert working in partnership with the assessor. The technical expert may include the pharmacist and/or an experienced person at the workplace.
Competency should be demonstrated in the workplace or a simulated workplace environment in a range of situations which may include customer interruptions and involvement in other related activities normally expected in the pharmacy.
Assessment should be undertaken in an environment that meets pharmacy industry codes of practice and relevant industry regulations and legislation.

Interdependent Assessment of Unit
All units which relate to a job function can be considered as co-requisites to assist with an integrated approach to assessment.
For advice on interdependent assessment of units within and across community pharmacy qualifications, refer to the Assessment Guidelines.

Assessment Methods
The following assessment methods are suggested:

Observation of the pharmacy staff member performing a range of workplace tasks over sufficient time to demonstrate her/his handling of a range of contingencies. Tasks may include:

collaboratively planning, co-ordinating and implementing marketing and promotional activities based on identified market characteristics
developing, implementing and evaluating promotional strategies.
Written and/or oral questioning to assess knowledge and understanding of relevant pharmacy procedures with regard to marketing and promotion, including demographics and target markets.
Questions will be asked in a manner appropriate to the language and literacy level of the pharmacy staff member.
Completing workplace documentation relevant to marketing and promotion.

Assessment Resources
All resources must be provided for the assessment. If workplace based, the resources should relate specifically to pharmacy policies, procedures and range of stock and equipment. If an off the job or simulated work environment is used then resources should be applicable to the work environment.
Resources may include:
A real or simulated pharmacy environment.
Access to a marketing budget (real or simulated).
Access to a work team.

Relevant documentation such as:

pharmacy policies and procedures
information on merchandise and/or services range
industry codes of practice, standards and guidelines
state and federal legislation as appropriate.
A qualified workplace assessor and/or a technical expert working in partnership with the assessor.

There are a number of processes that are required in all jobs. They are fundamental processes and generally transferable to other work functions. Some of these are covered by the key competencies. Key competencies are generic competencies that focus on the capacity to apply knowledge and skills in an integrated way in work situations, but are not specific to any particular industry. Key competencies foster the development of skills, knowledge and understanding necessary to perform work operations. The questions below highlight how these processes could be applied in this competency standard. Following each question a number indicates the level to which the key competency needs to be demonstrated where 0 = not required, 1 = the competence needed to undertake tasks effectively, 2 = the ability to manage tasks, and 3 = the ability to use concepts for evaluating and reshaping tasks.
Communicating ideas and information
By gathering views and opinions on marketing and promotion of products or groups of products, documenting ideas and information relative to the marketing and promotion strategy, and communicating relevant material to staff. (2)

Collecting analysing and organising information
By researching information sources relative to marketing and promotion, gathering information relative to marketing strategies, targets markets, promotional resources, and existing promotions selecting and collating this data in a suitable format, and undertaking necessary analysis. (2)

Planning and organising activities
By planning and organising the gathering of information, development of promotional strategies and coordinating implementation. (2)

Working with others and in teams
By involving staff in gathering information relative to markets and establishing resource availability; encouraging participation and contribution to development of strategies and in agreeing implementation plans. (2)

Using mathematical ideas and techniques
Mathematical ideas and techniques are likely to be utilised in identifying and acquiring resources, developing promotional strategies and devising implementation processes. (2)

Solving problems
By independently resolving all routine issues with information gathering, resource acquisition, and the development and implementation of market strategies associated with marketing and promotion; accessing suitable support within or outside the pharmacy to resolve non-routine problems. (2)

Using technology
Technology may be utilised in gathering market information, resource acquisition, and developing marketing strategies. Data or information may be required to be accessed or recorded using technology in relation to market characteristics, resource acquisition, promotional strategies and implementation methodologies. (1)