Skill CFA marketing national occupational standards

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Marketing National Occupational Standards April 2010 Skills CFA Graphite Square, Vauxhall Walk, London SE11 5EE T: 0207 0919620 F: 0207 0917340 Info@skillscfa.org www.skillscfa.org ©2012 Skills CFA Contents No NOS Title Page no CFAM1.1.1 Map organisations within their current and future marketing environment CFAM1.1.2 Obtain feedback from existing customers, suppliers and others CFAM1.1.3 Identify and monitor competitors’ marketing strategies and activities 11 CFAM1.2.1 Define the need for market research 16 CFAM1.2.2 Design market research projects 21 CFAM1.2.3 Implement programmes to collect market research data 26 CFAM1.2.4 Collect market research data 31 CFAM1.2.5 Analyse market research data 36 CFAM1.3.1 Evaluate and interpret findings and identify connection in complex data 41 CFAM1.3.2 Define the customer experience towards informing marketing strategy 46 CFAM1.3.3 Establish and understand potential market segments 51 CFAM1.3.4 Establish target market segments for products/services and evaluate their potential 56 CFAM2.1.1 Develop an organisation’s marketing strategy 61 CFAM2.1.2 Develop a marketing oriented organisation 66 CFAM2.1.3 Demonstrate the value of marketing to the organisation 71 CFAM3.1.1 Develop marketing strategies and plans for products/services 76 CFAM3.2.1 Establish requirements for products/services 81 CFAM3.2.2 Develop new products/services 86 CFAM3.2.3 Create and develop brand identity and characteristics 91 CFAM3.2.4 Develop and implement packaging requirements to fulfil marketing objectives 96 CFAM3.3.1 Establish and maintain pricing policy for products/services 101 CFAM3.3.2 Design and implement price promotions 106 CFAM3.4.1 Develop a distribution strategy for products/services 111 CFAM3.4.2 Develop a marketing distribution plan 116 CFAM3.4.3 Implement a marketing distribution plan 121 CFAM3.4.4 Motivate distribution channel members 126 ©2012 Skills CFA CFAM4.1.1 Develop an understanding of the client 131 CFAM4.1.2 Develop a marketing communications strategy and plans for products/services 137 CFAM4.2.1 Develop advertising strategy 143 CFAM4.2.2 Develop the creative product within advertising 149 CFAM4.2.3 Develop a media plan for advertising products/services 154 CFAM4.2.4 Develop an advertising campaign 159 CFAM4.2.5 Negotiate and buy media space 164 CFAM4.2.6 Evaluate advertising 169 CFAM4.3.1 Create a direct marketing strategy and outline plan 174 CFAM4.3.2 Develop direct marketing plans 180 CFAM4.3.3 Implement door-drop marketing campaigns 186 CFAM4.3.4 Market to customers using media-inserts 191 CFAM4.3.5 Implement a direct-mailing marketing programme 197 CFAM4.3.6 Develop and implement direct-response tools within advertising 202 CFAM4.3.7 Execute direct mailing processes 207 CFAM4.3.8 Market to target customers using digital/electronic media 212 CFAM4.4.1 Conceptualise, map and track the organisation’s role in society and business 218 CFAM4.4.2 Develop a communications strategy to manage the organisation’s corporate reputation 223 CFAM4.4.3 Build and manage stakeholder relationships 228 CFAM4.4.4 Co-ordinate communications functions and the dissemination of the organisation’s communications 233 CFAM4.4.5 Manage business and political relationships and lobby for influence 238 CFAM4.4.6 Manage financial public relations and investor relations 243 CFAM4.4.7 Manage internal and external issues and risks, and meet organisational communications challenges 248 CFAM4.4.8 Develop and implement proactive and reactive PR strategies and tactics 253 CFAM4.4.9 Develop public relations strategies and tactics to promote products/services 258 CFAM4.5.1 Develop a sales promotion strategy plan 263 CFAM4.5.2 Manage sales promotion plans 269 CFAM4.5.3 Implement sales promotion activity 274 ©2012 Skills CFA CFAM4.6.1 Develop a field marketing strategy 279 CFAM4.6.2 Prepare an outline for a field marketing activity 284 CFAM4.6.3 Implement a field marketing activity 289 CFAM4.7.1 Develop a business to business motivation strategy and plan 294 CFAM4.7.2 Manage business to business motivation plans 299 CFAM4.7.3 Implement business to business motivation activity 304 CFAM5.1.1 Develop a customer information strategy 309 CFAM5.1.2 Implement a customer information strategy 314 CFAM5.2.1 Lead the monitoring and evaluation of marketing performance 319 CFAM5.3.1 Develop and maintain a marketing database 324 CFAM5.3.2 Use technology to achieve marketing aims 329 CFAM5.3.3 Use IT in managing marketing data 334 CFAM6.1.1 Put an organisation’s marketing plan into action 339 CFAM6.1.2 Implement marketing strategies and plans for products/services 344 CFAM6.1.3 Develop and maintain a portfolio of products/services 349 CFAM6.1.4 Lead marketing/marketing communications teams 354 CFAM6.1.5 Lead and manage marketing projects 359 CFAM6.1.6 Ensure effective marketing logistics systems 365 CFAM6.1.7 CFAM6.1.8 CFAM6.2.1 CFAM6.2.2 CFAM6.2.3 Ensure marketing operations comply with legal, regulatory, ethical and social requirements Fulfil the legal, regulatory and ethical requirements impacting upon your marketing activity Assess marketing opportunities within international and/or diverse markets Establish the business case and marketing plan for distributing products/services to international and/or diverse markets Implement and evaluate marketing plans for international and/or diverse markets 370 375 380 385 390 CFAM6.3.1 Manage finance for an area of marketing operations 395 CFAM6.3.2 Mange a marketing budget 401 CFAM7.1.1 Develop sales strategies and plans 406 CFAM7.1.2 Build and deliver customer service and customer care support 412 CFAM7.1.3 Build and retain effective sales relationships 418 ©2012 Skills CFA CFAM7.1.4 Assist in the development of sales support and customer management programmes 424 CFAM7.1.5 Manage and assess on-going financial viability of key customers 431 CFAM7.1.6 Monitor and control relationship management activities 438 CFAM7.1.7 Monitor and solve customer service problems 444 CFAM7.2.1 Create a brief that captures the marketing proposition 449 CFAM7.2.2 Decide whether to buy in marketing/marketing communications services from external suppliers 454 CFAM7.2.3 Identify third party suppliers of marketing/marketing communications services 460 CFAM7.2.4 Brief and work with third part suppliers of marketing/marketing communications services 465 CFAM7.3.1 Provide marketing/marketing communications services to clients 470 CFAM7.4.1 Develop productive working relationships with colleagues 475 CFAM7.4.2 Work with other business functions 480 CFAM7.4.3 Develop personal networks 486 CFAM8.1.1 Recruit, select, and keep marketing colleagues 491 CFAM8.1.2 Plan the marketing workforce 497 CFAM8.1.3 Allocate and monitor work within marketing 502 CFAM8.1.4 Provide learning opportunities for marketing colleagues 508 CFAM8.1.5 Encourage innovation 514 CFAM8.2.1 Manage your own resources and professional development 520 ©2012 Skills CFA CFAM1.1.1 Map organisations within their current and future marketing environment Overview This unit is about undertaking a strategic assessment of an organisation's environment, and identifying potential opportunities and threats relevant to current and future marketing policy It includes making sure that you have a clear and up-to-date picture of the environment in which the organisation operates, and produce information which could be used for planning and operational purposes The `environment' includes the `external' operating environment – for example, customers and their needs, market trends, new technologies and methods, legislation, and the activities of competitors and partners It also includes the `internal' operating environment – for example, resources available to the organisation, and the culture of the organisation For the purposes of this unit, an `organisation' can mean a self-contained entity such as a private sector company, a charity or a local authority, or a significant operating unit, with a relative degree of autonomy, within a larger organisation This unit is recommended for senior marketing managers Such managers might be employed directly by the organisation, or work for an agency/consultancy CFAM1.1.1 Map organisations within their current and future marketing environment CFAM1.1.1 Map organisations within their current and future marketing environment Performance criteria You must be able to: P1 P2 P3 P4 P5 P6 P7 P8 obtain information regarding customers, competitors, relevant product/service distribution, the economy and relevant technologies from a wide variety of sources and actively use the information to support planning and decision making monitor and evaluate relevant trends and developments, including those covering demographic, attitudinal, political, economic, social, regulatory and technological developments determine existing and potential customer characteristics, and evaluate these for opportunities relevant to the organisation's products/services assess the organisation's current and future resources appropriate to delivering sustainable results identify and prioritise the strengths and weaknesses of the organisation and potential opportunities and threats in the organisation's external environment explore and assess a range of future scenarios within the environment in which the organisation operates, and determine their impact for future marketing policy consult with all relevant individuals within the organisation and other key stakeholders on future market and organisational development in order to inform and support organisational decisions upon future marketing policy organise information and knowledge in a way that supports effective marketing planning CFAM1.1.1 Map organisations within their current and future marketing environment CFAM1.1.1 Map organisations within their current and future marketing environment Knowledge and understanding You need to know and understand: You need to know and understand: You need to know and understand: General knowledge and understanding K1 different sources of information regarding customers, competitors, the economy and relevant technologies, and how to use them effectively K2 how to measure and review organisational performance K3 how to analyse organisational culture K4 how to undertake a strengths, weaknesses, opportunities and threats analysis K5 how to undertake an analysis of the political, economic, social, technological, legal and environmental factors in the external environment K6 how to analyse stakeholder interests K7 how to build future scenarios and assess their implications Industry/sector specific knowledge and understanding K8 sources of information on trends and developments in the sector, including those at a global level and how to access these K9 current and emerging trends and developments in the sector internationally, nationally and locally K10 legal, regulatory and ethical requirements in the sector Context specific knowledge and understanding K11 the organisation's actual and potential customer base K12 the needs and expectations of the organisation's actual and potential customers and other key stakeholders K13 actual and potential competitors, including their activities and relative performance levels K14 actual and potential partners, including their activities and relative performance levels K15 the organisation's structure K16 the organisation's culture K17 the organisation's performance and the factors that influence this CFAM1.1.1 Map organisations within their current and future marketing environment CFAM1.1.1 Map organisations within their current and future marketing environment Additional Information Behaviours You analyse and structure information to develop knowledge that can be shared You develop systems to gather and manage information and knowledge effectively, efficiently and ethically You identify systemic issues and trends and recognise their impact upon current and future work You anticipate likely future scenarios based on a realistic analysis of trends and developments You identify strengths, weaknesses, opportunities and threats to current and future work You articulate the assumptions made and risks involved in understanding a situation CFAM1.1.1 Map organisations within their current and future marketing environment CFAM1.1.1 Map organisations within their current and future marketing environment Developed by Skills CFA Version number Date approved April 2010 Indicative review date April 2012 Validity Current Status Original Originating organisation Chartered Institute of Marketing Original URN NM1.1.1 Relevant occupations 1132 Marketing & Sales Manager 3543 Marketing Associate Suite Marketing Key words Marketing, sales, marketing management, market research, advertising, public relations CFAM1.1.1 Map organisations within their current and future marketing environment CFAM8.1.4 Provide learning opportunities for marketing colleagues K17 different types of learning activities, their advantages and disadvantages and the required resources, for example, time, fees, substitute staff K18 how/where to identify and obtain information on different learning activities K19 the importance of professional development planning K20 how to set learning objectives, which are SMART (Specific, Measurable, Achievable, Realistic and Time-bound) K21 Sources of specialist expertise in relation to identifying and providing learning for colleagues K22 what type of support colleagues might need to undertake learning activities, there sources needed and the types of obstacles they may face and how they can be resolved K23 how to evaluate whether a learning activity has achieved the desired learning objectives K24 the importance of reviewing and updating written development plans regularly in the light of performance, any learning activities undertaken and any wider changes K25 how to take account of equality legislation, any relevant codes of practice and general diversity issues in providing learning opportunities for colleagues Industry/sector specific knowledge and understanding K26 industry/sector requirements for the development or maintenance of knowledge, skills and understanding and professional development K27 learning issues and specific initiatives and arrangements that apply within the industry/sector K28 working culture and practices of the industry/sector Context specific knowledge and understanding K29 relevant information on the purpose, objectives and plans of your team or area of marketing responsibility K30 the work roles of colleagues, including the limits of their responsibilities and their personal work objectives K31 the current knowledge, understanding and skills of colleagues K32 identified gaps in the knowledge, understanding and skills of colleagues K33 identified learning needs of colleagues K34 learning style(s) or combinations of styles preferred by colleagues K35 the written development plans of colleagues K36 sources of specialist expertise available in/to your organisation in relation to identifying and providing learning for colleagues K37 learning activities and resources available in/to the organisation K38 the organisation's policies in relation to equality and diversity K39 the organisation's policies and procedures in relation to learning K40 the organisation's performance appraisal systems CFAM8.1.4 Provide learning opportunities for marketing colleagues 511 CFAM8.1.4 Provide learning opportunities for marketing colleagues Additional Information Behaviours 10 Glossary you recognise the opportunities presented by the diversity of people you find practical ways to overcome barriers you make time available to support others you seek to understand individuals' needs, feelings and motivations and take an active interest in their concerns you encourage and support others to make the best use of their abilities you recognise the achievements and the success of others you inspire others with the excitement of learning you confront performance issues and sort them out directly with the people involved you say no to unreasonable requests you show integrity, fairness and consistency in decision making Colleagues means those people for whom you have line management responsibility Organisations can mean a self-contained entity such as a private sector company, a charity or a local authority, or a significant operating unit, with a relative degree of autonomy, within a larger organisation CFAM8.1.4 Provide learning opportunities for marketing colleagues 512 CFAM8.1.4 Provide learning opportunities for marketing colleagues Developed by Skills CFA Version number Date approved April 2010 Indicative review date April 2012 Validity Current Status Original Originating organisation Skills CFA Original URN NM.8.1.4 Relevant occupations 1132 Marketing & Sales Managers 3543 Marketing Associates Suite Marketing Key words Marketing, sales, marketing management, market research, advertising, public relations CFAM8.1.4 Provide learning opportunities for marketing colleagues 513 CFAM8.1.5 Encourage innovation Overview This unit is about encouraging and supporting the identification and practical implementation of ideas in your area of responsibility The initial ideas will come primarily from people who work within your area of responsibility, including yourself, and will focus on: new products and/or services, improvements to existing products/services, improvements to existing practices, procedures, systems, ways of working etc, within the team or those of the wider organisation, or customers or suppliers For the purposes of this unit, `organisation' can mean a self-contained entity such as a private sector company, a charity or a local authority, or a significant operating unit, with a relative degree of autonomy, within a larger organisation This unit is recommended for first line and middle marketing managers Such marketers might be employed within `client-side’ organisations, or within agencies/consultancies offering marketing services to clients CFAM8.1.5 Encourage innovation 514 CFAM8.1.5 Encourage innovation Performance criteria You must be able to: P1 identify and, periodically, review the approach to and level of innovation within your area of responsibility P2 motivate all of the people working in your area to identify ideas for new products and/or services and improvements, and other potential sources of ideas, and encourage the sharing of this information P3 respond enthusiastically to ideas from individuals or teams and provide constructive feedback P4 establish and operate a fair and open method for considering and selecting initial ideas for further development P5 discuss and agree ways in which selected ideas can be further developed and tested by individuals or teams P6 provide ongoing support, encouragement and resources to individuals and teams engaged in the further development and testing of ideas, and help to remove any identified obstacles P7 identify, in discussion with the relevant individuals and teams, those ideas which could be implemented practically, providing help in drawing up and submitting business cases and plans in support of ideas P8 approve the practical implementation of ideas, based on the identified benefits, risks and required resources, when you have the authority to so, and monitor and review their progress P9 champion business cases and plans for ideas submitted by individuals and teams from your area to other people in the organisation and communicate progress and decisions P10 recruit and select creative people and encourage and develop the creativity of other people in your area of responsibility P11 encourage individuals and teams in your area to take acceptable risks in pursuing innovation and to make and learn from mistakes P12 ensure that the originators and developers of any ideas which are successfully implemented receive recognition for their achievement CFAM8.1.5 Encourage innovation 515 CFAM8.1.5 Encourage innovation Knowledge and understanding You need to know and understand: General knowledge and understanding K1 the benefits of innovation to the organisation, customers and other stakeholders K2 the difference between creativity and innovation K3 how to identify the current approach to and level of innovation in a particular area, including any strengths that can be built upon, any weaknesses that need to be addressed and any obstacles to innovation that need to be removed K4 how to select and apply different methods for motivating people to generate and develop ideas K5 the different potential sources of ideas for new products and/or services and improvements K6 the importance of communication in innovation and how to encourage communication across your area of responsibility K7 the potential obstacles to creativity and innovation and how they can be removed K8 key stages in the creative process K9 key stages in the innovation process K10 how to provide constructive feedback on ideas to teams and individuals K11 how to establish and operate fair and open methods for selecting initial ideas for further development, including providing reasons why particular ideas are not being taken forward K12 the range of ways in which initial ideas can be further developed and tested including setting guidelines or parameters for the use of resources, the level of acceptable risk and the reporting of progress K13 how to recognise and manage risk in innovation K14 how to develop a business case and plans for the practical implementation of an idea and how to support others in doing this K15 the characteristics/traits/competencies of creative people and how to recognise these K16 how to unlock creativity in yourself and others K17 the resources required for creativity and innovation, particularly time K18 how to learn from mistakes K19 how to recognise the achievements of the originators/developers of ideas which have been implemented successfully Industry/sector specific knowledge and understanding K20 the sector(s) in which the organisation works K21 information sources on innovation in the sector(s) K22 current and emerging political, economic, social, technological, environmental and legal developments in the sector(s) and in related CFAM8.1.5 Encourage innovation 516 CFAM8.1.5 Encourage innovation sectors Context specific knowledge and understanding K23 the organisation's strategy, if it has one, for innovation K24 the approach to and level of innovation in your area of responsibility K25 the role of innovation in the organisation's culture K26 organisational guidelines and procedures for developing and implementing ideas K27 the limits of your authority K28 the needs of your customers CFAM8.1.5 Encourage innovation 517 CFAM8.1.5 Encourage innovation Additional Information Behaviours You find practical ways to overcome barriers You encourage and support others to make the best use of their abilities You encourage and support others to take decisions autonomously You show integrity, fairness and consistency in decision making You inspire others, championing work to achieve common goals You make time available to support others You balance risks against the benefits that may arise from taking risks You challenge constructively the status quo and seek better alternatives You act within the limits of your authority February 2006 (Level 3/4) CFAM8.1.5 Encourage innovation 518 CFAM8.1.5 Encourage innovation Developed by Skills CFA Version number Date approved April 2010 Indicative review date April 2012 Validity Current Status Original Originating organisation Skills CFA Original URN NM8.1.5 Relevant occupations 1132 Marketing & Sales Managers 3543 Marketing Associates Suite Marketing Key words Marketing, sales, marketing management, market research, advertising, public relations CFAM8.1.5 Encourage innovation 519 CFAM8.2.1 Manage your own resources and professional development Overview This unit is about managing your personal resources, particularly knowledge, understanding, skills, experience and time, and your professional development, in order to achieve your work objectives and your career and personal goals You need to understand your work role and how it fits into the overall vision and objectives of the organisation whilst also understanding what is driving you in terms of your values and your career and wider personal aspirations Identifying and addressing gaps in your skills and knowledge and understanding are essential aspects of this unit For the purposes of this unit, `organisation' can mean a self-contained entity such as a private sector company, a charity or a local authority, or a significant operating unit, with a relative degree of autonomy, within a larger organisation This unit is recommended for first line, middle and senior marketing managers Such marketers might be employed within `client-side' organisations, or within agencies/consultancies CFAM8.2.1 Manage your own resources and professional development 520 CFAM8.2.1 Manage your own resources and professional development Performance criteria You must be able to: P1 evaluate, at appropriate intervals, the current and future requirements of your work-role taking account of the vision and objectives of the organisation P2 consider your values and your career and personal goals, and identify information which is relevant to your work role and professional development P3 discuss and agree personal work objectives with those you report to and how you will measure progress P4 identify your preferred learning style(s) and ensure that you take this into account in identifying and undertaking development activities P5 identify any gaps between the current and future requirements of your work-role and your current knowledge, understanding and skills P6 discuss and agree, with those you report to, a development plan to address any identified gaps in your current knowledge, understanding and skills and which supports your own career and personal goals P7 undertake the activities identified in your development plan and evaluate their contribution to your performance P8 review and update your personal work objectives and development plan in the light of performance, any development activities undertaken and any wider changes P9 obtain regular and useful feedback on your performance from those who are in a good position to judge it and to provide objective and valid feedback P10 ensure that your performance consistently meets or goes beyond agreed requirements CFAM8.2.1 Manage your own resources and professional development 521 CFAM8.2.1 Manage your own resources and professional development Knowledge and understanding You need to know and understand: General knowledge and understanding K1 the principles which underpin professional development K2 the importance of considering your values and career and personal goals, and how to relate them to your job role and professional development K3 how to evaluate the current requirements of a work role and how the requirements may evolve in the future K4 how to set appropriate objectives which are SMART (Specific, Measurable, Achievable, Realistic and Time-bound) K5 how to identify development needs to address any identified gaps between the requirements of your work-role and your current knowledge, understanding and skills K6 effective development planning, including what plans should contain and the length of time that it should cover K7 the range of different learning styles and how to identify the style(s) which work(s) best for you K8 the type of development activities which can be undertaken to address identified gaps in your knowledge, understanding and skills K9 how to identify whether/how development activities have contributed to your performance K10 how to update work objectives and development plans in the light of performance, feedback received, any development activities undertaken and any wider changes K11 how to monitor the quality of your work and your progress against requirements and plans K12 how to evaluate your performance against the requirements of your work-role K13 how to identify and use good sources of feedback on your performance Industry/sector specific knowledge and understanding K14 industry/sector requirements for the development or maintenance of knowledge, skills Context specific knowledge and understanding K15 the requirements of your work-role including the limits of your responsibility K16 the vision and objectives of the organisation K17 your own values and career and personal goals K18 your personal work objectives K19 your preferred learning style(s) K20 your current knowledge, understanding and skills CFAM8.2.1 Manage your own resources and professional development 522 CFAM8.2.1 Manage your own resources and professional development K21 K22 K23 K24 identified gaps in your current knowledge, understanding and skills your personal development plan available development opportunities and resources in the organisation the organisation's policy and procedures in terms of personal development K25 reporting lines in the organisation K26 possible sources of feedback in the organisation CFAM8.2.1 Manage your own resources and professional development 523 CFAM8.2.1 Manage your own resources and professional development Additional Information Behaviours You address multiple demands without losing focus or energy You recognise changes in circumstances promptly and adjust plans and activities accordingly You prioritise objectives and plan work to make best use of time and resources You take personal responsibility for making things happen You show an awareness of your own values, motivations and emotions You agree achievable objectives for yourself and give a consistent and reliable You recognise your own strengths and limitations, play to your strengths and use alternative strategies to minimise the impact of your limitations You make best use of available resources and proactively seek new sources of support when necessary You reflect regularly on your own experiences and use these to inform future action CFAM8.2.1 Manage your own resources and professional development 524 CFAM8.2.1 Manage your own resources and professional development Developed by Skills CFA Version number Date approved April 2010 Indicative review date April 2012 Validity Current Status Original Originating organisation Skills CFA Original URN NM8.2.1 Relevant occupations 1132 Marketing & Sales Managers 3543 Marketing Associates Suite Marketing Key words Marketing, sales, marketing management, market research, advertising, public relations CFAM8.2.1 Manage your own resources and professional development 525 ... 349 CFAM6.1.4 Lead marketing/ marketing communications teams 354 CFAM6.1.5 Lead and manage marketing projects 359 CFAM6.1.6 Ensure effective marketing logistics systems 365 CFAM6.1.7 CFAM6.1.8 CFAM6.2.1... 274 ©2012 Skills CFA CFAM4.6.1 Develop a field marketing strategy 279 CFAM4.6.2 Prepare an outline for a field marketing activity 284 CFAM4.6.3 Implement a field marketing activity 289 CFAM4.7.1... products/services 111 CFAM3.4.2 Develop a marketing distribution plan 116 CFAM3.4.3 Implement a marketing distribution plan 121 CFAM3.4.4 Motivate distribution channel members 126 ©2012 Skills CFA CFAM4.1.1
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