Marketing
National Occupational Standards
April 2010
Skills CFA
6 Graphite Square, Vauxhall Walk,
London SE11 5EE
T: 0207 0919620
F: 0207 0917340
[email protected] www.skillscfa.org
©2012 Skills CFA
Contents
No.
NOS Title
Page no.
CFAM1.1.1
Map organisations within their current and future marketing environment
1
CFAM1.1.2
Obtain feedback from existing customers, suppliers and others
6
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
1
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
2
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
3
CFAM1.1.1
Map organisations within their current and future marketing environment
Additional Information
Behaviours
1.
2.
3.
4.
5.
6.
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
4
CFAM1.1.1
Map organisations within their current and future marketing environment
Developed by
Skills CFA
Version number
1
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
5
CFAM1.1.2
Obtain feedback from existing customers, suppliers
and others
Overview
This unit is about establishing and implementing processes for obtaining ideas,
information and insights from existing customers, suppliers and customer
facing teams regarding an organisation, its marketing proposition and its
products/services.
This includes obtaining word of mouth information regarding individual
experiences which might not be accessible readily from other channels.
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 middle/senior marketing managers. Such
managers might be employed directly by the organisation, or work for an
agency/consultancy contracted to obtain feedback on behalf of clients.
CFAM1.1.2 Obtain feedback from existing customers, suppliers and others
6
CFAM1.1.2
Obtain feedback from existing customers, suppliers and others
Performance
criteria
You must be able to:
P1 be clear about the information that you are seeking
P2 identify the sources from which the information might be obtained
P3 establish and implement processes, both formal and informal, for
obtaining ideas, information and insight from a variety of sources
P4 collate and assess feedback, identifying trends and patterns relevant to
informing future marketing strategies and actions
P5 share the feedback with other relevant business functions and
stakeholders, discussing and agreeing the impact of the feedback for
their activities
P6 evaluate the feedback, and identify the strengths, weaknesses,
opportunities and threats for the organisation and its marketing
proposition arising from the feedback
P7 identify and recommend actions in response to the feedback, towards
enhancing the organisation's ability to meet market requirements
CFAM1.1.2 Obtain feedback from existing customers, suppliers and others
7
CFAM1.1.2
Obtain feedback from existing customers, suppliers and others
Knowledge and
understanding
You need to know and
understand:
General knowledge and understanding
K1 the types of information that might be provided by customers and
suppliers, and its relevance in informing marketing strategy
K2 methods of obtaining feedback from customers, suppliers and customer
facing teams
K3 the importance of ensuring objectivity when evaluating feedback and the
factors to consider when assessing the validity of feedback
K4 how to analyse the interests of those providing feedback, and the
implications for evaluating feedback
K5 how to build future scenarios and assess their implications
You need to know and
understand:
Industry/sector specific knowledge and understanding
K6 current and emerging trends and development in the sector affecting the
organisation's products/services
K7 legal, regulatory and ethical requirements in the sector
You need to know and
understand:
Context specific knowledge and understanding
K8 the organisation's existing customer base
K9 the organisation's structure, and key individuals within customer-facing
teams
CFAM1.1.2 Obtain feedback from existing customers, suppliers and others
8
CFAM1.1.2
Obtain feedback from existing customers, suppliers and others
Additional Information
Behaviours
1.
2.
3.
4.
5.
6.
7.
8.
You develop systems to gather and manage information and knowledge
effectively, efficiently and ethically
You analyse and structure information to develop knowledge that can be
shared
You seek to understand people's needs and motivations
You demonstrate a clear understanding of different customers and
their real and perceived needs
You recognise changes in circumstances and recurring problems, and
promote changes to structures, systems and processes to address these
You identify and evaluate risks, and balance these against anticipated
benefits arising from a proposed course of action
You encourage others to share information and knowledge
efficiently within the constraints of confidentiality
You present information clearly, concisely, accurately and in ways
that promote
CFAM1.1.2 Obtain feedback from existing customers, suppliers and others
9
CFAM1.1.2
Obtain feedback from existing customers, suppliers and others
Developed by
Skills CFA
Version number
1
Date approved
April 2010
Indicative review
date
April 2012
Validity
Current
Status
Original
Originating
organisation
Chartered Institute of Marketing
Original URN
NM1.1.2
Relevant
occupations
1132 Marketing & Sales Manager
3543 Marketing Associate
Suite
Marketing
Key words
Marketing, sales, marketing management, market research, advertising, public
relations
CFAM1.1.2 Obtain feedback from existing customers, suppliers and others
10
CFAM1.1.3
Identify and monitor competitors’ marketing
strategies and activities
Overview
This is about monitoring key competitors' marketing activities and evaluating
their potential implications for an organisation's products/services. It includes
assessing the corresponding opportunities and threats, and recommending
appropriate actions across the marketing mix to develop and/or protect an
organisation's products/services.
This unit is recommended for first line and middle marketing managers involved
in reviewing the marketing strategies of competitors. Such managers might be
employed directly by the organisation assessing its competition, or work for an
agency/consultancy undertaking this on behalf of a client.
CFAM1.1.3 Identify and monitor competitors’ marketing strategies and activities
11
CFAM1.1.3
Identify and monitor competitors’ marketing strategies and activities
Performance
criteria
You must be able to:
P1
P2
P3
P4
P5
P6
P7
P8
identify those organisations competing for the same customers and who
are therefore market competitors
gather information regarding competitors and assess their relative
strengths and weaknesses
analyse competitor information to determine potential opportunities and
threats to the organisation arising from competitor activities
determine competitors' objectives, assessing the relative importance to
each competitor of current profitability, cash flow, market share growth,
technological and service leadership
identify and group competitors according to their strategies, based upon
an assessment of competitor activities and policies
assess likely reactions by competitors to marketing initiatives by the
organisation
make recommendations regarding the relative importance of particular
competitors, supported by a reasoned analysis of their strategies and
activities
present your recommendations to relevant colleagues promptly and
clearly
CFAM1.1.3 Identify and monitor competitors’ marketing strategies and activities
12
CFAM1.1.3
Identify and monitor competitors’ marketing strategies and activities
Knowledge and
understanding
You need to know and
understand:
General knowledge and understanding
K1 how to differentiate between competitors identified due to their being
within the same industry, and those identified from their targeting the
same customer groups and similar needs, and the relative advantages
and disadvantages of each approach
K2 the dimensions to consider when grouping competitors according to their
strategies, including competitor's product/service quality, features,
marketing mix, pricing policy, distribution coverage and channels, sales
force strategy, and marketing communications activities
K3 the variety of sources and methods for collecting information regarding
competitors, including primary research, secondary data and
experiences from customer/supplier facing teams
K4 the importance of competitor information in informing marketing strategy
and planning
K5 the role of benchmarking when comparing organisations'
products/services and processes
K6 the importance of checking the validity of information and of
differentiating between objective and subjective data
K7 legal and ethical requirements regarding the collection, storage and use
of data
You need to know and
understand:
Industry/sector specific knowledge and understanding
K8 marketing developments in the organisation's sector, relevant to
assessing the strengths and weaknesses of competitor strategies
You need to know and
understand:
Context specific knowledge and understanding
K9 the organisation's marketing strategy, and its relevant products/services
K10 competitor organisations and their marketing strategies, and relevant
products/services
K11 the relative strengths and weaknesses of the organisation's principal
competitors
K12 the organisation's existing and potential customers, their needs and
buying patterns relating to the organisation's products/services
CFAM1.1.3 Identify and monitor competitors’ marketing strategies and activities
13
CFAM1.1.3
Identify and monitor competitors’ marketing strategies and activities
Additional Information
Behaviours
1.
2.
3.
4.
5.
6.
You identify sources of competitor information to meet current
foreseeable requirements
You make best use of existing sources of information
You check the validity and reliability of information
You make information regarding competitors available promptly to those
who need it
You present information clearly, concisely and accurately
You articulate the assumptions made, and any risks involved, in
understanding competitors' strategies and activities
CFAM1.1.3 Identify and monitor competitors’ marketing strategies and activities
14
CFAM1.1.3
Identify and monitor competitors’ marketing strategies and activities
Developed by
Skills CFA
Version number
1
Date approved
April 2010
Indicative review
date
April 2012
Validity
Current
Status
Original
Originating
organisation
Chartered Institute of Marketing
Original URN
NM1.1.3
Relevant
occupations
1132 Marketing & Sales Manager
3543 Marketing Associate
Suite
Marketing
Key words
Marketing, sales, marketing management, market research, advertising, public
relations
CFAM1.1.3 Identify and monitor competitors’ marketing strategies and activities
15