Unit of competency Outline
Date retreived
22/07/2026 12:41 PM AWST
22/07/2026 12:41 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.
Market and promote optical products and services
Market and promote optical products and services
Unit of competency
National Code
HLTOPD405C
HLTOPD405C
State Code
WD232
WD232
TGA Status
Replaced
Replaced
DTWD Status
Deleted
Deleted
State Implementation and Classification
Approved Date
29/08/2012
Field of Education
060903 - Optical Technology
Original Release Date
29/08/2012
Nominal Hours
60
Description
DescriptorThis unit of competency describes the skills and knowledge required to promote and market optical products and services
Notes
Elements and Performance Criteria
1. Analyse market information
- 1.1 Identify industry promotional products and services range
- 1.2 Identify, research and analyse market and target audience
- 1.3 Describe demographics in terms of customer segments
- 1.4 Monitor market environment in a consistent manner to ensure information is current and reliable
- 1.5 Identify the legal, ethical and environmental constraints of the market and their potential effect on the sale of products and services
2. Develop marketing strategies
- 2.1 Develop a profile of users and potential users of the organisation and maintain this as part of the organisation strategic and business plan
- 2.2 Assess alternative marketing strategies and techniques
- 2.3 Base marketing strategies on reliable data, market environment and substantiated trends
- 2.4 Develop marketing and promotional strategies that are appropriate for venue, product and needs of clients
- 2.5 Develop promotional materials and make available to target groups
3. Employ marketing strategies
- 3.1 Schedule marketing activities within appropriate timeframes
- 3.2 Liaise with product supplier for promotional materials in accordance with organisation policies.
- 3.3 Develop measurable performance targets
- 3.4 Ensure product and service information is accurate and readily available to clients
- 3.5 Submit promotional and marketing strategies for approval where appropriate in accordance with organisation policy.
- 3.6 Implement marketing strategies within budgetary constraints and legal, ethical and organisation requirements
4. Evaluate marketing strategies
- 4.1 Monitor product, pricing and distribution policies in relation to changes in the market, marking objectives and organisation requirements
- 4.2 Evaluate existing promotional activities to identify their strengths and weaknesses
- 4.3 Set and monitor goals for service use by identified client groups in accordance with organisation procedures
- 4.4 Establish and utilise feedback mechanisms to review and evaluate the impact of service provision and promotional strategies
- 4.5 Evaluate strategies against sales turnover, client feedback and optical promotional standards.
- 4.6 Adjust service provision and promotional activities as appropriate
- 4.7 Document relevant information for ongoing analysis and management
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. Add any 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.
Legal, ethical and environmental constraints may include:
State/territory, commonwealth legislation and regulations
Industry codes of practice, standards and guidelines
Industry policies, procedures and protocols in regard to the marketing and promotion of optical products and services
Therapeutic Goods Act
Privacy legislation
Clients may include but is not limited to:
Existing client base
potential clients
Demographics of client groups may include:
Age
Gender
Promotions may include but are not limited to:
Displays
Window dressing
Loyalty Clubs
Companion Selling
Advertising
Catalogues, newspapers, posters
Suppliers
The Range Statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Add any 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.
Legal, ethical and environmental constraints may include:
State/territory, commonwealth legislation and regulations
Industry codes of practice, standards and guidelines
Industry policies, procedures and protocols in regard to the marketing and promotion of optical products and services
Therapeutic Goods Act
Privacy legislation
Clients may include but is not limited to:
Existing client base
potential clients
Demographics of client groups may include:
Age
Gender
Promotions may include but are not limited to:
Displays
Window dressing
Loyalty Clubs
Companion Selling
Advertising
Catalogues, newspapers, posters
Suppliers
The evidence guide provides advice on assessment and must be read in conjunction with the Performance Criteria, Required Skills and Knowledge, the Range Statement and the Assessment Guidelines for this Training Package.
Critical aspects for assessment and evidence required to demonstrate this competency unit:
The individual being assessed must provide evidence of specified essential knowledge as well as skills
Observation of actual or simulated workplace performance is essential for assessment of this unit
Consistency of performance should be demonstrated over the required range of situations relevant to the workplace
Where, for reasons of safety, space, or access to equipment and resources, assessment takes place away from the workplace, the assessment environment should represent workplace conditions as closely as possible
Context of and specific resources for assessment:
Resources essential for assessment include:
Access to an optical dispensing practice
Method of assessment
Observation in the work place
Written assignments/projects or questioning should be used to assess knowledge
Case study and scenario as a basis for discussion of issues and strategies to contribute to best practice
Questioning/Tests
Access and equity considerations:
All workers in the health industry should be aware of access and equity issues in relation to their own area of work
All workers should develop their ability to work in a culturally diverse environment
In recognition of particular health issues facing Aboriginal and Torres Strait Islander communities, workers should be aware of cultural, historical and current issues impacting on health of Aboriginal and Torres Strait Islander people
Assessors and trainers must take into account relevant access and equity issues, in particular relating to factors impacting on health of Aboriginal and/or Torres Strait Islander clients and communities
Related unit:
This unit should be undertaken after or in conjunction with unit:
HLTOPD401C Work effectively in the ophthalmic industry
Critical aspects for assessment and evidence required to demonstrate this competency unit:
The individual being assessed must provide evidence of specified essential knowledge as well as skills
Observation of actual or simulated workplace performance is essential for assessment of this unit
Consistency of performance should be demonstrated over the required range of situations relevant to the workplace
Where, for reasons of safety, space, or access to equipment and resources, assessment takes place away from the workplace, the assessment environment should represent workplace conditions as closely as possible
Context of and specific resources for assessment:
Resources essential for assessment include:
Access to an optical dispensing practice
Method of assessment
Observation in the work place
Written assignments/projects or questioning should be used to assess knowledge
Case study and scenario as a basis for discussion of issues and strategies to contribute to best practice
Questioning/Tests
Access and equity considerations:
All workers in the health industry should be aware of access and equity issues in relation to their own area of work
All workers should develop their ability to work in a culturally diverse environment
In recognition of particular health issues facing Aboriginal and Torres Strait Islander communities, workers should be aware of cultural, historical and current issues impacting on health of Aboriginal and Torres Strait Islander people
Assessors and trainers must take into account relevant access and equity issues, in particular relating to factors impacting on health of Aboriginal and/or Torres Strait Islander clients and communities
Related unit:
This unit should be undertaken after or in conjunction with unit:
HLTOPD401C Work effectively in the ophthalmic industry
Replaces
| State Code | National Code | Title | Type |
|---|---|---|---|
| D8390 | HLTOPD405B | Market and promote optical products and services | Unit of competency |
| State Code | National Code | Title | Type |
|---|---|---|---|
| J096 | HLT43512 | Certificate IV in Optical Dispensing | Qualification |