COSCSMO18 - SQA Unit Code FM1T 04 Manage marketing and customer service
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1 Overview This unit is about establishing and managing the Marketing and Customer Service process to meet organisational and business objectives. You will need to develop and implement a Marketing process that helps promote new business and opportunities to improve branding, corporate image and market share. You will also need to demonstrate how you have contributed to the identification of new products or services and how these have been established to meet market needs and business objectives. Managing the Customer Service strategy is a key role at this level; you will need to demonstrate how you have contributed to the development of policy, systems and processes to meet customer expectations and improve customer satisfaction. COSCSMO18
2 Performance criteria You must be able to: Identify and resource the development of new products and services to meet market needs P1 P2 P3 P4 P5 P6 P7 review the organisations operations and evaluate its strengths and weaknesses to compete in potential markets identify appropriate and realistic market areas for the organisation and summarise the information accurately analyse the demand for and type of new products and services within the identified market areas identify opportunities to use new technologies, materials and techniques to meet identified market needs ensure that the resources needed are calculated accurately and that sufficient resources are allocated for the development of new products and services negotiate additional resources in cases where existing resources are insufficient to meet development costs select new and innovative products and services for development which are based on an accurate evaluation of the organisations business policy Develop and implement a marketing strategy You must be able to: P8 P9 P10 P11 P12 P13 P14 evaluate the present image and reputation of the organisation with the target audience and identify the potential client base develop an information gathering system to support the development of marketing and promotion strategies identify and agree potential new business opportunities evaluate marketing and promotion options and develop a clear and relevant strategy which is capable of making a significant impact on the target audience choose methods, media and techniques for the marketing and promotion of the organisation which are consistent with the corporate image negotiate, agree and implement a programme and budget to deliver the agreed marketing and promotion strategy monitor the marketing and promotion strategy regularly, review the impact and make modifications which will improve market presence and penetration Develop and maintain a policy to maximise client and customer satisfaction You must be able to: P15 P16 P17 summarise and analyse appropriate market research and assessing realistically the type and quality of services clients and customers will need develop a clear and realistic client and customer service policy, justify it and agree it with decision makers develop a policy for client and customer service which summarises the organisations agreed policy and circulate it to all the workforce COSCSMO18
3 Performance criteria P18 P19 P20 P21 P22 develop and introduce an appropriate client and customer service system, which will meet the service needs develop and introduce systems for obtaining client and customer feedback and monitor them regularly for both positive and negative feedback summarise positive client and customer feedback and circulating it to decision makers summarise and investigate negative client and customer feedback, respond to individual complaints promptly and resolve cases produce regular summaries of client and customer complaints, the action taken and recommendations for future action and circulate the summaries to decision makers COSCSMO18
4 Knowledge and understanding You need to know and understand: Identify and resource the development of new products and services to meet market needs K1 K2 K3 K4 K5 K6 K7 K8 K9 how to review the organisation's operations (analysis) what to identify as appropriate and realistic market areas for the organisation (understanding) how to summarise information about appropriate and realistic market areas for the organisation (application) how and why to evaluate the organisation's strengths and weaknesses to compete in potential markets (evaluation) what to identify as opportunities to use new technologies, materials and techniques to meet identified market needs (understanding) how and why to analyse the demand for and type of new products and services within the identified market areas (analysis) how and why to select new and innovative products and services for development (evaluation) how to ensure that the resources needed are calculated and that they are allocated for the development of new products and services (application) how and why to negotiate additional resources where existing resources are insufficient to meet development costs (synthesis) Develop and implement a marketing strategy You need to know and understand: K10 K11 K12 K13 K14 K15 K16 K17 K18 what to identify as the potential client base (understanding) how and why to evaluate the present image and reputation of the organisation with the target audience (evaluation) how to implement a programme and budget to deliver the agreed marketing and promotion strategy (application) how to make modifications to the marketing and promotion strategy which will improve market presence and penetration (application) how and why to develop an information gathering system to support the development of marketing and promotion strategies (synthesis) how and why to develop a clear and relevant marketing and promotion strategy (synthesis) how and why to negotiate a programme and budget to deliver the agreed marketing and promotion strategy (synthesis) how and why to evaluate marketing and promotion options (evaluation) how and why to choose methods, media and techniques for the marketing and promotion of the organisation (evaluation) COSCSMO18
5 Knowledge and understanding K19 K20 K21 K22 how and why to agree a programme and budget to deliver the agreed marketing and promotion strategy (evaluation) what to identify as potential new business opportunities (understanding) how and why to agree potential new business opportunities (applications) how and why to monitor and review the impact of the marketing and promotion strategy (analysis) Develop and maintain a policy to maximise client and customer satisfaction You need to know and understand: K23 K24 K25 K26 K27 K28 K29 K30 K31 K32 K33 K34 K35 K36 how to summarise appropriate market research (application) how to summarise positive client and customer feedback and circulate it to decision makers (application) how to summarise negative client and customer feedback and respond to individual complaints (application) how to produce and circulate regular summaries of client and customer complaints, the action taken and recommendations for future action (application) how and why to analyse appropriate market research and assess the type and quality of services clients and customers will need (analysis) how and why to monitor systems for obtaining client and customer feedback (analysis) how and why to develop and introduce systems for obtaining client and customer feedback (synthesis) how and why to investigate negative client and customer feedback and respond to individual complains (analysis) how and why to resolve complaints (synthesis) how to circulate policies for a client and customer service to the workforce (application) how and why to develop a client and customer service policy (synthesis) how and why to develop a policy for a client and customer service (synthesis) how and why to develop and introduce an appropriate client and customer service system (synthesis) how and why to justify and agree a client and customer service policy (evaluation) COSCSMO18
6 Scope/range Identify and resource the development of new products and services to meet market needs 1 2 The organisation s operations: new and innovative services, products and processes (benefits and features) customer requirements communications with potential customers and partners legal requirements and statutory legislation past and future negotiations specifications pricing strategy recording systems time schedules quality identification of competitors target markets training Strengths and weaknesses: market share scope of products and services availability of resources working practices productivity profitability and cost factors corporate values environmental impact socio-econometric factors ability to innovate efficiency of systems (including information technology) product life-cycle understanding of clients needs standardisation competence of staff COSCSMO18
7 Scope/range Analysing - methods: 3.1 feasibility studies 3.2 SWOT (strengths, weaknesses, opportunities and threats) analyses Products and services: 4.1 design 4.2 finance 4.3 build 4.4 operate 4.5 research, development and innovation 4.6 technological 4.7 consultation 4.8 advisory 4.9 project management Resources: 5.1 people (knowledge, training, competence) 5.2 plant and equipment 5.3 materials 5.4 sub-contractors and suppliers 5.5 partners 5.6 external services 5.7 financial resources 5.8 accommodation Develop and implement a marketing strategy 6 Present image and reputation of the organisation: 6.1 market share 6.2 scope of products and services 6.3 availability of resources 6.4 working practices 6.5 productivity 6.6 profitability and cost factors 6.7 corporate values 6.8 environmental impact COSCSMO18
8 Scope/range socio-econometric factors Information gathering system: 7.1 organisation sources 7.2 external sources 7.3 customer feedback 7.4 specialists 7.5 market research Marketing and promotion: 8.1 branding/corproate image 8.2 corporate image 8.3 sponsorship 8.4 publications 8.5 samples 8.6 relation with press and media 8.7 advertising policies 8.8 direct and indirect client and customer relations 8.9 presentations 8.10 e-commerce 8.11 delivery Potential new business opportunities: 9.1 products and services 9.2 developments and projects 9.3 customers and markets Monitoring: 10.1 market share 10.2 levels of resource allocation 10.3 profitability 10.4 reputation 10.5 image Develop and maintain a policy to maximise client and customer satisfaction 11 Clients and customers: 11.1 individuals COSCSMO18
9 Scope/range external organisations departments or teams Client and customer service: Policy: quality timescales cost communication and involvement in decision making conduct pre-contract post-contract after care relationships with clients statutory rights and the organisational response operational expectations and performance policy regarding adherence to current norms of business ethics and practice environmental concerns COSCSMO18
10 COSCSMO18
11 Developed by ConstructionSkills Version number Date Approved December 2008 Indicative review date Validity Status Originating organisation Original URN Relevant occupations Suite Keywords November 2019 Current Original ConstructionSkills COSCSMO18 Managers in construction Construction Senior Management Customer service; marketing strategy; business needs COSCSMO18
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