qcf units cfaq units - biiab · 1.3 use features of the technology contact handling system to...

QCF Units

CFAQ units (CFAQ units 1-6, 9-12, 15-42)

Version 1

© BIIAB September 2014

Unit Title Contribute to sales activities in a contact centre BIIAB Reference CFAQ1 Level 1 Credit Value 3 GLH 6 Unit Reference No. F/503/0392 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Be able to gather and use specified

sales information in a contact centre

1.1 Gather the specified information about customers, products and/or services in accordance with organisational procedures

1.2 Provide information to customers about products and/or services in accordance with organisational procedures

1.3 Collect from customers information that supports potential sales in accordance with organisational procedures

1.4 Check with customers the accuracy of the information provided

1.5 Keep records of customers in accordance with organisational procedures

2 Be able to make direct sales to customers through a contact centre

2.1 Identify customers in accordance with organisational procedures

2.2 Establish customers’ needs for potential sales of products and/or services within their level of authority

2.3 Check with customers the accuracy of the order 2.4 Refer customers to an authorised colleague when

sales requests are beyond their level of authority 2.5 Complete the authorisation or payment in

accordance with organisational procedures 3 Understand sales activities in a

contact centre 3.1 List the products and/or services offered or

supported by the contact centre 3.2 List the regulations and/or legislation that has an

impact on dealing with customers 3.3 State the organisational procedures for processing

sales and payments and/or establishing order authority with customers

Version 1 September 2014 © BIIAB

Unit Title Use specific features of contact centre systems and technology BIIAB Reference CFAQ2 Level 1 Credit Value 3 GLH 12 Unit Reference No. F/503/0361 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Be able to use contact centre

systems and technology to carry out customer contact tasks

1.1 Log into the technology system that is appropriate for dealing with customer contacts

1.2 Follow defined pathways through the system to complete customer contact tasks

1.3 Use features of the technology contact handling system to control customer contacts

1.4 Locate information on the system needed to complete a customer contact

1.5 Identify to whom to refer when the customer contact cannot be completed

1.6 Input information into the system in accordance with organisational procedures

1.7 Validate the customer’s identity from information given and information held on the system

2 Understand contact centre systems and technology

2.1 State the organisational procedures and guidelines for handling customer contacts

2.2 List the products and/or services offered or supported by the contact centre

2.3 List the regulation and/or legislation relevant to the contact centre’s work with customers

2.4 State to whom to pass contacts when they are outside the limits of their authority or the customer contact is too difficult to handle

2.5 State the procedures for logging onto the technology systems

2.6 State how to respond to prompts from the system indicating the pathway to be followed

2.7 State how to use systems and technology to handle customer contacts

2.8 Identify the categories of customer contacts that they are authorised to handle


Unit Title Health and safety procedures in the workplace BIIAB Reference CFAQ3 Level 2 Credit Value 2 GLH 16 Unit Reference No. T/505/4673 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Know health and safety procedures

in the workplace 1.1 Define the main responsibilities for health

and safety in the workplace of the following:

a) employers

b) employees

1.2 Describe two health and safety laws affecting the workplace

1.3 Define the importance of following health and safety procedures in the workplace

1.4 Define the types of information or support available in relation to a specified aspect of health and safety in the workplace

2 Be able to carry out tasks with regard to health and safety in the workplace

2.1 Carry out a risk assessment of a specified workplace activity

2.2 Use equipment or tools safely in the workplace

2.3 Describe how to prevent accidents in the workplace

2.4 Assess how own health and safety practices could be improved


Unit Title Processing sales orders BIIAB Reference CFAQ4 Level 2 Credit Value 2 GLH 17 Unit Reference No. M/502/8587

Learning Outcome - The learner will: Assessment Criterion - The learner can:

1 Understand how to process and follow up sales orders

1.1 Explain the importance of sales order processing 1.2 Describe organisational processes for ordering

products and/or services

1.3 Describe different sources of information used to check customer credit

1.4 Describe the different payment methods accepted by sales orientated organisations

1.5 Explain the role of the despatch function 1.6 Describe service standards relating to sales order

completion

1.7 Explain the importance of storing information securely 2 Be able to process sales orders 2.1 Identify customer sales order requirements

2.2 Check that the credit status of the customer meets organisational standards

2.3 Confirm the availability of products and/or services to the customer

2.4 Ensure that information given to the customer about delivery, timing and price is accurate

2.5 Ensure that the sale is authorised following the organisation’s procedures

2.6 Finalise the transaction in accordance with organisational procedures

2.7 Ensure that the customer is aware of the terms and conditions of sale

2.8 2.9

Ensure that the customer’s requirements are communicated to those responsible for fulfilling sales orders Identify who to go to when in need of support with sales order processing problems

3 Be able to follow up sales order processing

3.1 Keep the customer informed of the sales order progress and any problems with the sale order

3.2 Advise the customer of current discounts and special offers

3.3 Check all information is stored securely


Unit Title Meeting customers’ after sales needs BIIAB Reference CFAQ5 Level 2 Credit Value 3 GLH 14 Unit Reference No. R/502/8601 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Be able to investigate customer

after sales needs 1.1 Establish the nature of customers’ after

sales needs

1.2 Communicate with customers in a way that conforms with quality and customer service standards at all times

2 Be able to handle customers’ after sales needs

2.1 Deal with customers’ after sales needs following organisational customer service standards and procedures

2.2 Balance customers’ needs with those of the organisation

2.3 Explain when to refer to someone in authority if the problem cannot be resolved within the limits of own authority

2.4 Fulfil commitments made to customers in accordance with quality and customer service standards

2.5 Record commitments made to customers 3 Be able to review the after sales

process 3.1 Obtain customers’ comments on service

reliability from customers

3.2 Analyse and report the findings to the relevant person in the organisation

3.3 Make recommendations for improvements to after sales service provision in the light of customer feedback


Unit Title Handling objections and closing sales BIIAB Reference CFAQ6 Level 2 Credit Value 3 GLH 22 Unit Reference No. M/502/8606 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Understand how to handle sales

objections 1.1 Explain the difference between standard

and non-standard sales objections

1.2 Explain how to clarify objections and identify potential sales opportunities from them

1.3 Describe how to use questioning techniques to explore and resolve customer issues

1.4 Explain how to empathise with and reassure the customer

1.5 Explain the difference between hypothetical and real objections

1.6 Explain how knowledge of products and services can be used to answer objections

1.7 Explain how competitor activity may affect the potential sale

1.8 Describe how industry/sector pricing structures may have an impact on sales objections

1.9 Explain the scope of authority and responsibility when dealing with objections

1.10 State who to go to when in need of support to overcome objections

2 Understand how to close the sale 2.1 Explain how to identify verbal and non-verbal buying signals as signs of whether to move towards closing the sale

2.2 Explain how to perform a trial close 2.3 Explain how to identify further potential

add-on, up-selling or cross-selling opportunities prior to closing the sale

2.4 Explain potential barriers to closing the sale 2.5 Explain a range of ways to close the sale


Unit Title Handling objections and closing sales BIIAB Reference CFAQ6 Level 2 Credit Value 3 GLH 22 Unit Reference No. M/502/8606 Learning Outcome - The learner will: Assessment Criterion - The learner can: 3 Be able to handle objections 3.1 Clarify the nature and extent of objections

3.2 Explain to the customer the concessions available within the scope of authority

3.3 Follow organisational procedures for dealing with objections

3.4 Promote the benefits of products and/or services to overcome objections

3.5 Use testimonials to overcome objections 3.6 Refer to those in authority when dealing

with objections outside the scope of own authority

4 Be able to close the sale 4.1 Perform a trial close and ask for the order when objections have been met

4.2 Make use of add-on, up-selling or cross-selling opportunities

4.3 Follow organisational procedures for accepting confirmation of an order


Unit Title Bespoke Software BIIAB Reference CFAQ9 Level 2 Credit Value 3 GLH 20 Unit Reference No. F/502/4396 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Input and combine information

using bespoke applications 1.1 Input relevant information accurately so

that it is ready for processing

1.2 Select and use appropriate techniques to link and combine information of different forms or from different sources within the software

1.3 Respond appropriately to data entry error messages

2 Use appropriate structures to organise and retrieve information efficiently

2.1 Describe what functions to apply to structure and layout information effectively

2.2 Select and use appropriate structures and/or layouts to organise information

2.3 Apply local and/or legal guidelines and conventions for the storage and use of data where available

3 Use the functions of the software effectively to process and present information

3.1 Select and use appropriate tools and techniques to edit, process and format information

3.2 Check information meets needs, using IT tools and making corrections as necessary

3.3 Select and use appropriate methods to present information


Unit Title Negotiating, handling objections and closing sales BIIAB Reference CFAQ10 Level 3 Credit Value 4 GLH 22 Unit Reference No. F/502/8612 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Understand how to handle

objections and negotiate with the customer

1.1 Describe the scope of authority and responsibility when dealing with objections

1.2 Identify the resources available to counter the sales objections

1.3 Describe how to plan and prepare for negotiation

1.4 Describe how to use testimonials to progress a sale

1.5 Explain the advantages and disadvantages of different methods of closing a sale

1.6 Explain organisational procedures for documenting the negotiated sale

2 Be able to prepare for objections and negotiation with the customer

2.1 Identify possible sales objections and appropriate responses prior to dealing with the customer

2.2 Confirm authorisation to negotiate 2.3 Prepare a negotiation plan that is capable of

providing a mutually acceptable outcome

3 Be able to handle objections 3.1 Identify customer needs and wants in relation to objections by using a variety of questioning techniques

3.2 Identify and prioritise customers’ concerns 3.3 Provide evidence to the customer of the

strengths of the organisation’s products or services

3.4 Confirm with the customer that the objection(s) have been overcome

3.5 Identify and respond to verbal and non-verbal buying signals in a way that is consistent with the nature of the signals


Unit Title Negotiating, handling objections and closing sales BIIAB Reference CFAQ10 Level 3 Credit Value 4 GLH 22 Unit Reference No. F/502/8612 Learning Outcome - The learner will: Assessment Criterion - The learner can: 4 Be able to negotiate with the

customer 4.1 Carry out negotiations according to

negotiation plan

4.2 Promote the benefits of what is being offered to the customer

4.3 Explain to the customer when and why no further adjustment is possible

4.4 Obtain support to progress negotiation that is outside own level of authority

5 Be able to close the sale following negotiation

5.1 Apply a trial close in accordance with the negotiation plan

5.2 Respond to any further objections and concerns

5.3 Identify and make use of potential add-on, up-selling or cross-selling opportunities

5.4 Summarise agreements made in accordance with organisational procedures and close the sale


Unit Title Obtaining and analysing sales related information BIIAB Reference CFAQ11 Level 3 Credit Value 4 GLH 24 Unit Reference No. R/502/8615


1 Understand the uses of sales-related information

1.1 Explain the importance of up-to-date information for sales planning purposes

1.2 Explain the benefits and risks of using a range of information sources to support sales activities

1.3 Explain the limitations of sales-related information 1.4 Explain the importance of reviewing sales data

requirements for current and future use

2 Understand how to use tools and methods to analyse sales-related information

2.1 Explain the advantages and disadvantages of different systems to gather sales-related information

2.2 Explain how to use different software packages for analysing and presenting sales-related information

3 Be able to obtain sales-related information about customers, markets and competitors

3.1 Specify the information needed to develop an understanding of customers, competitors and markets

3.2 Identify sources that are capable of providing the required information about the organisation’s markets, customers and competitors

3.3 Collate sales-related information using planned systems and taking ad hoc opportunities to gather information, in a way that enables data manipulation, analysis and interpretation

4 Be able to use tools and methods to analyse sales-related information

4.1 Select analytical tools and methods that are capable of providing the required degree of analysis of sales-related information

4.2 Define the information needs of the target audience for different types of sales-related information

4.3 Use the analytical protocols that are appropriate to the selected tools and methods

4.4 Identify issues, trends, themes, linkages and interdependencies from an analysis of sales-related information

4.5 Validate the reliability and validity of the findings of the analysis

4.6 Provide sales-related information to the target audience within the agreed timescale and budget


Unit Title Buyer behaviours in sales situations BIIAB Reference CFAQ12 Level 3 Credit Value 3 GLH 27 Unit Reference No. K/502/8622 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Understand the impact of different

models of buyer behaviour on the sales cycle

1.1 Explain the consumer buying decision-making process

1.2 Explain how the consumer buying decision-making process affects the sales cycle

1.3 Describe the influences that affect the consumer decision-making process

1.4 Explain the organisational buying decision-making process

1.5 Explain how the organisational buying decision-making process affects the sales cycle

1.6 Describe the influences that affect the organisational buying decision-making process

1.7 Explain the impact of the different roles within the decision-making unit on the sales cycle

2 Be able to respond to the buyer at each stage of the decision making process

2.1 Use the methods for contacting customers, influencers and decision-makers appropriate to different stages of the buying decision-making process

2.2 Respond to different decision-makers in a sales situation in a way that is appropriate to their role

2.3 Use objections as buying opportunities 2.4 Confirm solution(s) offered meet the needs and

wants of decision-makers


Unit Title

BIIAB Reference

Level

Credit Value

GLH

Unit Reference No

Using Email

CFAQ15

2

3

20

M/502/4300

Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Use e-mail software tools and

techniques to compose and send messages

1.1 Select and use software tools to compose and format e-mail messages, including attachments

1.2 Determine the message size and how it can be reduced

1.3 Send e-mail messages to individuals and groups 1.4 Describe how to stay safe and respect others

when using e-mail

1.5 Use an address book to organise contact information

2 Manage incoming e-mail effectively 2.1 Follow guidelines and procedures for using e-mail 2.2 Read and respond to e-mail messages

appropriately

2.3 Use email software tools and techniques to automate responses

2.4 Describe how to archive e-mail messages, including attachments

2.5 Organise, store and archive e-mail messages effectively

2.6 Respond appropriately to e-mail problems


Unit Title Word Processing Software BIIAB Reference CFAQ16 Level 2 Credit Value 4 GLH 30 Unit Reference No. R/502/4628


1 Enter and combine text and other information accurately within word processing documents

1.1 Identify what types of information are needed in documents

1.2 Use appropriate techniques to enter text and other information accurately and efficiently

1.3 Select and use appropriate templates for different purposes

1.4 Identify when and how to combine and merge information from other software or other documents

1.5 Select and use a range of editing tools to amend document content

1.6 Combine or merge information within a document from a range of sources

1.7 Store and retrieve document and template files effectively, in line with local guidelines and conventions where available

2 Create and modify layout and structures for word processing documents

2.1 Identify the document requirements for structure and style

2.2 Identify what templates and styles are available and when to use them

2.3 Create and modify columns, tables and forms to organise information

2.4 Select and apply styles to text

3 Use word processing software tools to format and present documents effectively to meet requirements

3.1 Identify how the document should be formatted to aid meaning

3.2 Select and use appropriate techniques to format characters and paragraphs

3.3 Select and use appropriate page and section layouts to present and print documents

3.4 Describe any quality problems with documents 3.5 Check documents meet needs, using IT tools and

making corrections as necessary Respond appropriately to quality problems with documents so that outcomes meet needs

3.6


Unit Title Website Software BIIAB Reference CFAQ17 Level 2 Credit Value 4 GLH 30 Unit Reference No. R/502/4631


1 Create structures and styles for websites

1.1 Describe what website content and layout will be needed for each page

1.2 Plan and create web page templates to layout

1.3 Select and use website features and structures to help the user navigate round web pages within the site

1.4 Create, select and use styles to keep the appearance of web pages consistent and make them easy to understand

1.5 Describe how copyright and other constraints may affect the website

1.6 Describe what access issues may need to be taken into account

1.7 Describe what file types to use for saving content 1.8 Store and retrieve files effectively, in line with local

guidelines and conventions where available

2 Use website software tools to prepare content for websites

2.1 Prepare content for web pages so that it is ready for editing and formatting

2.2 Organise and combine information needed for web pages including across different software

2.3 Select and use appropriate editing and formatting techniques to aid both clarity and navigation

2.4 Select and use appropriate development techniques to link information across pages

2.5 Change the file formats appropriately for content 2.6 Check web pages meet needs, using IT tools and making

corrections as necessary

3 Publish websites 3.1 Select and use appropriate testing methods to check that all elements of websites are working as planned

3.2 Identify any quality problems with websites and how to respond to them

3.3 Select and use an appropriate programme to upload and publish the website

3.4 Respond appropriately to problems with multiple page websites


Unit Title Spreadsheet Software BIIAB Reference CFAQ18 Level 2 Credit Value 4 GLH 30 Unit Reference No. F/502/4625 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Use a spreadsheet to enter, edit and

organise numerical and other data 1.1 Identify what numerical and other information is

needed in the spreadsheet and how it should be structured

1.2 Enter and edit numerical and other data accurately

1.3 Combine and link data across worksheets 1.4 Store and retrieve spreadsheet files effectively, in

line with local guidelines and conventions where available

2 Select and use appropriate formulas and data analysis tools to meet requirements

2.1 Identify which tools and techniques to use to analyse and manipulate data to meet requirements

2.2 Select and use a range of appropriate functions and formulas to meet calculation requirements

2.3 Use a range of tools and techniques to analyse and manipulate data to meet requirements

3 Select and use tools and techniques to present and format spreadsheet information

3.1 Plan how to present and format spreadsheet information effectively to meet needs

3.2 Select and use appropriate tools and techniques to format spreadsheet cells, rows, columns and worksheets

3.3 Select and format an appropriate chart or graph type to display selected information

3.4 Select and use appropriate page layout to present and print spreadsheet information

3.5

Check information meets needs, using spreadsheet tools and making corrections as necessary

3.6 Describe how to find errors in spreadsheet formulas

3.7 Respond appropriately to any problems with spreadsheets


Unit Title Presentation Software BIIAB Reference CFAQ19 Level 2 Credit Value 4 GLH 30 Unit Reference No. M/502/4622 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Input and combine text and other

information within presentation slides

1.1 Identify what types of information are required for the presentation

1.2 Enter text and other information using layouts appropriate to type of information

1.3 Insert charts and tables into presentation slides 1.4 Insert images, video or sound to enhance the

presentation

1.5 Identify any constraints which may affect the presentation

1.6 Organise and combine information of different forms or from different sources for presentations

1.7 Store and retrieve presentation files effectively, in line with local guidelines and conventions where available

2 Use presentation software tools to structure, edit and format slide sequences

2.1 Identify what slide structure and themes to use 2.2 Select, change and use appropriate templates for

slides

2.3 Select and use appropriate techniques to edit slides and presentations to meet needs

2.4 Select and use appropriate techniques to format slides and presentations

2.5 Identify what presentation effects to use to enhance the presentation

2.6 Select and use animation and transition effects appropriately to enhance slide sequences

3 Prepare slideshow for presentation

3.1 Describe how to present slides to meet needs and communicate effectively

3.2 Prepare slideshow for presentation 3.3 Check presentation meets needs, using IT tools and

making corrections as necessary

3.4 Identify and respond to any quality problems with presentations to ensure that presentations meet needs


Unit Title Data Management BIIAB Reference CFAQ20 Level 2 Credit Value 3 GLH 20 Unit Reference No. J/502/4559 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Enter, edit and maintain data

records in a data management system

1.1 Describe the risks to data security and procedures used for data protection

1.2 Enter data accurately into groups of records to meet requirements

1.3 Locate and amend data associated with groups of records

1.4 Check data records meet needs, using IT tools and making corrections as necessary

1.5 Respond appropriately to data entry and other error messages

1.6 Apply local and/or legal guidelines for the storage and use of data where available

2 Retrieve and display data records to meet requirements

2.1 Identify what queries and reports need to be run to output the required information

2.2 Select and use queries to search for and retrieve information to meet given requirements

2.3 Create and view reports to output information from the system to meet given requirements


Unit Title Processing customers’ financial transactions BIIAB Reference CFAQ21 Level 2 Credit Value 4 GLH 8 Unit Reference No. F/601/8320 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Be able to deal with customer

transactions and documentation

1.1 Receive payments from and/or make payments to customers

1.2 Confirm that amounts and balances are accurate 1.3 Process payments accurately in accordance with the

organisation’s procedures

1.4 Recognise discrepancies in documentation and take appropriate action

1.5 Make sure that all documentation, entries and records are accurate and legible

2 Be able to comply with all codes, laws and regulatory requirements

2.1 Follow the organisation’s systems, procedures and organisational timescales

2.2 Explain the organisation’s customer service and complaints procedure

2.3 Act within personal authority limits and recognising when to refer to others

2.4 Explain the sources of information and advice within the organisation

2.5 Identify the different methods of receiving financial information

2.6 Comply with legal requirements, industry regulations, organisational policies and professional codes

2.7 Explain the organisation’s requirements relating to the application of codes, laws and regulatory requirements and their impact on the job role


Unit Title Payroll Processing BIIAB Reference CFAQ22 Level 2 Credit Value 5 GLH 20 Unit Reference No. T/505/1238


1 Be able to use HMRC approved tools to calculate income tax

1.1 Apply the tax code for an employee from given information

1.2 Process pre-tax deductions correctly 1.3 Process accurately a variety of Tax Codes using HMRC

approved tools: • standard suffix codes operated on a cumulative or non-cumulative basis • BR code operated on a cumulative basis. • NT • 0T • D0 • D1

1.4 Identify the authority required to change an employee’s tax code and process the change accurately

2 Be able to determine national insurance contributions to be deducted from gross pay

2.1 Process accurately for NI categories A, C and D, using approved HMRC Tools: • employee NI contributions • employer NI Contributions

3 Be able to determine voluntary deductions and non-standard statutory deductions

3.1 Process voluntary deductions in an appropriate way 3.2 Process other statutory deductions:

• Deductions from earnings orders • Scottish arrestment orders • Student loan repayments

4 Be able to produce relevant pay period reports

4.1 Produce a P11 or equivalent 4.2 Produce payslips or equivalent, to detail statutory, non-

statutory and organisational information regarding employees’ individual pay.

4.3 Produce payment schedules for different methods of making payments to employees

5 Be able to record and reconcile payments and deductions to employees and external agencies

5.1 Produce an internal payroll summary to record and itemise payments and deductions, including employer’s NIC

5.2 Reconcile payments and deductions made from employees pay with the total payroll

5.3 Prepare Employer Payment Summaries in line with the tax authority’s requirements


Unit Title Principles of customer relationships BIIAB Reference CFAQ23 Level 2 Credit Value 5 GLH 18 Unit Reference No. K/503/8194 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Understand customers and their

needs

1.1 1.2 1.3 1.4

Describe the importance of understanding customers’ wants and needs Explain the role of segmentation in identifying customers’ likely wants and needs Describe the factors that motivate customers to buy Explain the importance of seeking customer feedback on performance, products and/or services

2 Understand an organisation’s responses to customer relationships

2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8

Describe an organisation’s marketing objectives and activities Explain the importance of developing customer service plans and customer relationship plans Describe an organisation’s system for relationship management Describe an organisation’s customer care programme Describe the system for communicating with customers Explain the importance of a consistent level of service Explain the link between customer satisfaction and sales growth Explain the importance of using customer feedback to enhance performance, products and/or services

3 Understand the principles of customer relationship management

3.1 3.2 3.3 3.4 3.5

Explain the concept and principles of relationship management Explain the importance of keeping promises made to customers Explain the importance of balancing customers’ needs with those of the organisation Explain the importance of keeping customers informed of progress, problems, issues and the actions undertaken in support of them Explain how to identify added value that could be offered to customers


Unit Title Principles of marketing theory BIIAB Reference CFAQ24 Level 2 Credit Value 4 GLH 30 Unit Reference No. D/502/9928 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Understand how to segment the

market

1.1 1.2 1.3 1.4 1.5 1.6 1.7

Explain the importance of defining market segments Describe the difference between market segments and customer classifications Explain how to cluster customers with similar characteristics Describe how a range of products may appeal to different market segments Describe the importance of valid and reliable marketing data to segmenting the market Explain the strengths and weaknesses of different marketing data collection methods Describe the use of Customer Relationship Management (CRM) activities and systems

2 Understand the value of marketing

2.1 2.2 2.3 2.4 2.5

Describe the role of marketing in enhancing the sale of products and/or services Explain the significance of customer loyalty to the achievement of marketing objectives Explain the role of performance indicators and evaluation arrangements Describe the factors to be taken into account when assessing the cost and value of marketing activities Explain the significance of brand and reputation to sales performance

3 Understand the principles of socially responsible marketing

3.1 3.2 3.3 3.4

Explain the scope and purpose of socially responsible marketing Explain the importance of involving stakeholders in socially responsible marketing activities Explain how core values are expressed through coherent branding and chosen communication methods Explain the requirements of socially responsible marketing campaigns


Unit Title Principles of digital marketing BIIAB Reference CFAQ25 Level 2 Credit Value 5 GLH 40 Unit Reference No. D/502/9931 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Understand the role of digital

marketing 1.1 1.2 1.3 1.4 1.5 1.6

Explain the role of digital marketing within the overall marketing strategy Explain the strengths and weaknesses of digital marketing Explain the importance of targeted digital marketing Describe the sources of data lists for use in targeting customers and potential customers Explain the legal requirements and implications of digital marketing Describe the importance of digital data capture systems for digital marketing

2 Understand the use of search engine optimisation (SEO)

2.1 2.2 2.3

Describe the use of SEO Explain the importance of SEO Explain the advantages and disadvantages of links to other websites

3 Understand the requirements of marketing research using the internet

3.1 3.2 3.3

Explain how to use search-related internet facilities to enable the identification and retrieval of targeted information Explain the advantages and disadvantages of different internet data collection sources Explain the importance of confirming the accuracy of information retrieved from the internet

4 Understand the uses of digital marketing devices and messages

4.1 4.2 4.3 4.4 4.5

Describe the potential uses of a Customer Relationship Management (CRM) system Explain the importance of data cleansing Describe the use of digital marketing devices Describe the use of digital response systems Explain the advantages and disadvantages of different tracking systems

5 Understand how to use digital technology for marketing purposes

5.1 5.2 5.3 5.4 5.5 5.6

Explain how to use a CRM system Explain how to maintain the currency and accuracy of digital databases Explain the advantages and disadvantages of different digital technologies Describe the importance of tailoring messages to different digital media Explain the potential for marketing to social networking sites Explain how to prevent marketing messages being identified as “spam”


Unit Title Know how to publish, integrate and share using social media

BIIAB Reference CFAQ26 Level 2 Credit Value 5 GLH 40 Unit Reference No. R/505/3515 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Know the current social networks

used to publish, integrate and share online

1.1 1.2 1.3 1.4 1.5 1.6

Identify the main social media networks in current use Describe the main features of each social media network identified Describe why they would use each of the social media networks identified Explain the purpose of a 'social aggregator' tool Describe how blogs give individuals a voice on the Web Explain how professionals make connections using social media networks

2 Understand how social media is used by individuals, organisations/businesses, governments and social groups

2.1 2.2 2.3 2.4 2.5 2.6 2.7

Describe why: •individuals •organisations/businesses •governments •social groups •use social media networking sites. Explain the advantages and typical components of a social media user profile Identify the benefits of using social media networking for: •individuals •organisations/businesses •governments •social groups Identify the risks of using social media networking for: •individuals •organisations/businesses •governments •social groups Describe how social media networks monitor engagement with their websites Describe the advantages of podcasting Explain why organisations have social media policies


3 Understand best practices for safe

social networking

3.1 3.2 3.3

Describe appropriate precautions to ensure their own safety and privacy Describe how to protect personal information when engaging with social media websites Identify legal constraints on the uploading and downloading of software and other digital content

4 Use browser software to communicate information online

4.1 4.2 4.3 4.4

Select and use appropriate tools and techniques to communicate information online Use browser tools to share information sources with others Submit information online Identify opportunities to create, post or publish material to social media websites

5 Understand the need for safety and security practices

5.1 5.2 5.3 5.4

Describe the danger of computer viruses and how to minimise risks Describe how to minimise threats to information security when online Describe how to minimise the threats to user safety when online Describe where to access online help and information when using social media networks


Unit Title Exploring Social Media BIIAB Reference CFAQ27 Level 2 Credit Value 2 GLH 16 Unit Reference No. F/505/6880 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Understand the opportunities and

threats associated with using social media

1.1 1.2

Describe the positive and negative aspects of using social media. Describe how to minimise risks associated with using social media.

2 Understand the application of social media.

2.1 2.2 2.3

Describe how various social media sites may be used by groups, individuals, businesses and organisations. Demonstrate the use of various social media sites to communicate and upload content including: a) Facebook b) Blogging c) Twitter d) YouTube Describe how businesses and organisations may use social media to promote products and services.


Unit Title Understand the safe use of online and social media platforms

BIIAB Reference CFAQ28 Level 2 Credit Value 4 GLH 35 Unit Reference No. L/505/3514 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Understand that information stored

on personal computers and mobile devices must be safeguarded

1.1 1.2 1.3 1.4 1.5

Identify the potential risks to information security of using personal computers and mobile devices for: •using email •web browsing •banking online •shopping online •social networking Describe the security risks associated with: •hardware •software •social media networking •access to malicious websites •access to inappropriate material published on the Internet •corrupted or infected email attachments Explain the importance of controlling access to hardware, software and stored data Describe the common types of scams and frauds: •phishing •pharming •hacking Explain the importance of developing and maintaining safe ICT user habits

2 Know how to select and use appropriate security methods to safeguard systems and data

2.1 2.2 2.3 2.4 2.5 2.6 2.7

Describe security techniques/measures that can protect personally accessed software and data, such as login identity and passwords Describe common ways of controlling access to hardware, software and data Identify ways to protect data and software Describe the term 'virus' and give examples of different types Describe the purpose of anti-virus software Explain why anti-virus software should be regularly updated Explain the importance of backing up and safely storing data



BIIAB Reference CFAQ28 Level 2 Credit Value 4 GLH 35 Unit Reference No. L/505/3514 Learning Outcome - The learner will: Assessment Criterion - The learner can: 3 Understand the threats to personal

safety when using the Internet

3.1 3.2 3.3 3.4 3.5 3.6

Describe the forms and features of: •cyber bullying •grooming •stalking •criminal activities •inappropriate contact •inappropriate content Identify when and how to report online safety issues Describe the risks and consequences of: •identity theft •identity fraud Describe how user accounts can be used as a security measure when computers are used by more than one person Explain the importance of setting parental controls on personal computers, mobile and media devices Explain how to set up parental controls on: •personal computers •tablets •mobile phones

4 Know how to protect their online devices against fraud and security attacks

4.1 4.2 4.3 4.4

Set up security measures to protect their personal computers and mobile devices against fraud and security threats Describe measures that can help to protect their personal information Describe the risks posed by unsolicited email and measures that can reduce the risks Identify the security threats when accessing public WiFi networks



BIIAB Reference CFAQ28 Level 2 Credit Value 4 GLH 35 Unit Reference No. L/505/3514 Learning Outcome - The learner will: Assessment Criterion - The learner can: 5 Understand the implications of

entering personal information onto social media networking sites

5.1 5.2 5.3 5.4 5.5 5.6

Explain the concept of no 'take backs' once information is posted online Identify who can view information posted onto social media networking websites Explain the privacy issues of using social media websites Describe formal and informal conventions, or netiquette, which should be observed when communicating online Describe the potential consequences of posting their personal information onto social media websites Identify the security risks of adding geographic identity or location to material they upload to the Internet

6 Understand legal measures that address the protection of data

6.1 6.2 6.3 6.4 6.5

Identify relevant legislation and guidelines relating to •downloading images and files from the Internet •data protection Identify data protection issues around the use of social media Describe what is meant by the following terms: •copyright •plagiarism •intellectual property Explain why organisations develop and adopt policies for the acceptable use of ICT Describe the common components of an Acceptable Use Policy


Unit Title Bespoke SoftwareBIIAB Reference CFAQ29Level 3Credit Value 4GLH 30Unit Reference No. J/502/4397Learning Outcome - The learner will: Assessment Criterion - The learner can:1 Input and combine information

using bespoke software1.1 Input relevant information accurately so

that it is ready for processing1.2 Select and use appropriate techniques to

link and combine information within the application and across different software applications

2 Create and modify appropriate structures to organise and retrieve information efficiently

2.1 Evaluate the use of software functions to structure, layout and style information

2.2 Create, change and use appropriate structures and/or layouts to organise information efficiently

2.3 Manage data files effectively, in line with local and/or legal guidelines and conventions for the storage and use of data where available

3 Exploit the functions of the software effectively to process and present information

3.1 Select and use appropriate tools and techniques to edit, analyse and format information

3.2 Check information meets needs, using IT tools and making corrections as necessary

3.3 Identify and respond appropriately to quality problems to ensure that outcomes are fit for purpose and meet needs

3.4 Select and use presentation methods to aid clarity and meaning

Unit Title Using email BIIAB Reference CFAQ30 Level 3 Credit Value 3 GLH 20 Unit Reference No. T/502/4301 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Use e-mail software tools and


1.1 Select and use software tools to compose and format e-mail messages, including attachments

1.2 Explain methods to improve message transmission 1.3 Send e-mail messages to individuals and groups 1.4 Explain why and how to stay safe and respect

others when using e-mail

1.5 Use an address book to manage contact information

2 Manage use of e-mail software effectively

2.1 Develop and communicate guidelines and procedures for using e-mail effectively

2.2 Read and respond appropriately to e-mail messages and attachments

2.3 Use email software tools and techniques to automate responses

2.4 Explain why, how and when to archive messages 2.5 Organise, store and archive e-mail messages

effectively

2.6 Customise e-mail software to make it easier to use 2.7 Explain how to minimise e-mail problems 2.8 Respond appropriately to email problems


Unit Title Word Processing Software BIIAB Reference CFAQ31 Level 3 Credit Value 6 GLH 45 Unit Reference No. Y/502/4629


1 Enter and combine text and other information accurately within word processing documents

1.1 Summarise what types of information are needed for the document and how they should be linked or integrated

1.2 Use appropriate techniques to enter text and other types of information accurately and efficiently

1.3 Create, use and modify appropriate templates for different types of documents

1.4 Explain how to combine and merge information from other software or multiple documents

1.5 Combine and merge information within a document from a range of sources

1.6 Store and retrieve document and associated files effectively, in line with local guidelines and conventions where available

1.7 Select and use tools and techniques to work with multiple documents or users

1.8 Customise interface to meet needs

2 Create and modify appropriate layouts, structures and styles for word processing documents

2.1 Analyse and explain the requirements for structure and style

2.2 Create, use and modify columns, tables and forms to organise information

2.3 Define and modify styles for document elements 2.4 Select and use tools and techniques to organise and

structure long documents

3 Use word processing software tools and techniques to format and present documents effectively to meet requirements

3.1 Explain how the information should be formatted to aid meaning

3.2 Select and use appropriate techniques to format characters and paragraphs

3.3 Select and use appropriate page and section layouts to present and print multi-page and multi-section documents

3.4 Check documents meet needs, using IT tools and making corrections as necessary

3.5 Evaluate the quality of the documents produced to ensure they are fit for purpose

3.6 Respond appropriately to any quality problems with documents to ensure that outcomes meet needs and are fit for purpose


Unit Title Website software BIIAB Reference CFAQ32 Level 3 Credit Value 5 GLH 40 Unit Reference No. Y/502/4632


1 Create structures and styles and use them to produce websites

1.1 Determine what website content and layout will be needed for each page and for the site

1.2 Plan and create web page templates to layout content 1.3 Select and use website features and structures to

enhance website navigation and functionality

1.4 Create, select and use styles to enhance website consistency and readability

1.5 Provide guidance on laws, guidelines and constraints that affect the content and use of websites

1.6 Explain what access issues may need to be taken into account

1.7 Explain when and why to use different file types for saving content

1.8 Store and retrieve files effectively, in line with local guidelines and conventions where available

2 Select and use website software tools and features to develop multiple page websites with multimedia and interactive features

2.1 Prepare content for web pages so that it is ready for editing and formatting

2.2 Organise and combine information needed for web pages in line with any copyright constraints, including across different software

2.3 Select and use appropriate editing and formatting techniques to aid meaning

2.4 Select and use appropriate programming and development techniques to add features and enhance websites

2.5 Select and use file formats that make information easier to download

2.6 Check web pages meet needs, using IT tools and making corrections as necessary

3 Publish and test multiple page websites with multimedia and interactive features

3.1 Select and use appropriate testing methods to check that all elements and features of complex websites are working as planned

3.2 Identify any quality problems with websites and explain how to respond to them

3.3 Select and use an appropriate programme to upload and publish the website and make sure that it will download efficiently

3.4 Respond appropriately to quality problems with websites to ensure outcomes are fit for purpose


Unit Title Spreadsheet software BIIAB Reference CFAQ33 Level 3 Credit Value 6 GLH 45 Unit Reference No. J/502/4626 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Use a spreadsheet to enter, edit and

organise numerical and other data

1.1 Identify what numerical and other information is needed in the spreadsheet and how it should be structured

1.2 Enter and edit numerical and other data accurately

1.3 Combine and link data from different sources 1.4 Store and retrieve spreadsheet files effectively, in


2 Select and use appropriate formulas and data analysis tools and techniques to meet requirements

2.1 Explain what methods can be used to summarise, analyse and interpret spreadsheet data and when to use them

2.2 Select and use a wide range of appropriate functions and formulas to meet calculation requirements

2.3 Select and use a range of tools and techniques to analyse and interpret data to meet requirements

2.4 Select and use forecasting tools and techniques 3 Use tools and techniques to present,

and format and publish spreadsheet information

3.1 Explain how to present and format spreadsheet information effectively to meet needs

3.2 Select and use appropriate tools and techniques to format spreadsheet cells, rows, columns and worksheets effectively

3.3 Select and use appropriate tools and techniques to generate, develop and format charts and graphs

3.4 Select and use appropriate page layout to present, print and publish spreadsheet information

3.5 Explain how to find and sort out any errors in formulas

3.6 Check spreadsheet information meets needs, using IT tools and making corrections as necessary

3.7 Use auditing tools to identify and respond appropriately to any problems with spreadsheets


Unit Title Presentation Software BIIAB Reference CFAQ34 Level 3 Credit Value 6 GLH 45 Unit Reference No. T/502/4623


1 Input and combine text and other information within presentation slides

1.1 Explain what types of information are required for the presentation

1.2 Enter text and other information using layouts appropriate to type of information

1.3 Insert charts and tables and link to source data 1.4 Insert images, video or sound to enhance the

presentation

1.5 Identify any constraints which may affect the presentation

1.6 Organise and combine information for presentations in line with any constraints

1.7 Store and retrieve presentation files effectively, in line with local guidelines and conventions where available

2 Use presentation software tools to structure, edit and format presentations

2.1 Explain when and how to use and change slide structure and themes to enhance presentations

2.2 Create, amend and use appropriate templates and themes for slides

2.3 Explain how interactive and presentation effects can be used to aid meaning or impact

2.4 Select and use appropriate techniques to edit and format presentations to meet needs

2.5 Create and use interactive elements to enhance presentations

2.6 Select and use animation and transition techniques appropriately to enhance presentations

3 Prepare interactive slideshow for presentation

3.1 Explain how to present slides to communicate effectively for different contexts

3.2 Prepare interactive slideshow and associated products for presentation

3.3 Check presentation meets needs, using IT tools and making corrections as necessary

3.4 Evaluate presentations, identify any quality problems and discuss how to respond to them

3.5 Respond appropriately to quality problems to ensure that presentations meet needs and are fit for purpose


Unit Title Database Software BIIAB Reference CFAQ35 Level 3 Credit Value 6 GLH 45 Unit Reference No. T/502/4556 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Plan, create and modify relational

database tables to meet requirements

1.1 Explain how a relational database design enables data to be organised and queried

1.2 Plan and create multiple tables for data entry with appropriate fields and properties

1.3 Set up and modify relationships between database tables

1.4 Explain why and how to maintain data integrity 1.5 Respond appropriately to problems with database

tables

1.6 Use database tools and techniques to ensure data integrity is maintained

2 Enter, edit and organise structured information in a database

2.1 Design and create forms to access, enter, edit and organise data in a database

2.2 Select and use appropriate tools and techniques to format data entry forms

2.3 Check data entry meets needs, using IT tools and making corrections as necessary

2.4 Respond appropriately to data entry errors 3 Use database software tools to

create, edit and run data queries and produce reports

3.1 Explain how to select, generate and output information from queries according to requirements

3.2 Create and run database queries to display, amend or calculate selected data

3.3 Plan and produce database reports from a multiple-table relational database

3.4 Select and use appropriate tools and techniques to format database reports

3.5 Check reports meet needs, using IT tools and making corrections as necessary


Unit Title Principles of market research BIIAB Reference CFAQ36 Level 3 Credit Value 5 GLH 40 Unit Reference No. K/502/9933 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Understand the basis on which

market research is commissioned 1.1 Describe how to identify the need for market

research and the sources of evidence to support this

1.2 Describe the basis for scoping the research and identifying linkages, interdependencies and the possible impact of one element on others

1.3 Explain how to set research parameters, aims and evaluation criteria

1.4 Explain the importance of involving stakeholders in the definition of research to be carried out

1.5 Explain how to evaluate different options for conducting the research

2 Understand how to design market research projects

2.1 Explain how to set research objectives, timescales, budget and resource requirements and success criteria

2.2 Explain how to specify the characteristics and size of the sample to be researched in accordance with the research aims and objectives

2.3 Describe the factors to be taken into account when selecting research instruments that are fit for purpose

2.4 Explain how to ensure the suitability of methods chosen to conduct research

2.5 Explain the strengths and limitations of quantitative and qualitative research

2.6 Explain how risks inherent in market research may be addressed

2.7 Explain how to ensure that research data collected is valid and reliable

2.8 Describe the uses of the research outputs 2.9 Explain how to obtain approval to the proposed

research


Unit Title Principles of market research BIIAB Reference CFAQ36 Level 3 Credit Value 5 GLH 40 Unit Reference No. K/502/9933 Learning Outcome - The learner will: Assessment Criterion - The learner can: 3 Understand the principles of

marketing data collection 3.1 Explain the difference between primary and

secondary research and how this affects data collection methods and interpretation

3.2 Describe the importance of using research instruments correctly

3.3 Explain the role of data collection in a market research project

3.4 Explain how to address problems arising in data collection (eg insufficiency of representative sample, unreliable or invalid data)

3.5 Explain the importance of accurate data collection and recording

3.6 Explain marketing data storage, security and access requirements

4 Understand the principles of marketing data interpretation and evaluation

4.1 Explain the volume of data needed to ensure statistical confidence

4.2 Explain how to evaluate the quality, reliability and validity of market research data

4.3 Describe the use(s) of market research 4.4 Explain the application, strengths and weaknesses of

different data analysis methods

4.5 Explain the use of statistical tools to identify trends, causes and correlations in marketing data

4.6 Explain the strengths and weaknesses of different data evaluation methods

4.7 Explain the basis on which to reach conclusions as to the usefulness of the research


Unit Title Principles of marketing and evaluation BIIAB Reference CFAQ37 Level 3 Credit Value 7 GLH 50 Unit Reference No. T/502/9935


1 Understand the principles of market segmentation

1.1 Explain the importance of defining market segments to the development and achievement of the marketing strategy

1.2 Explain the difference between market segments and customer classification

1.3 Explain how the characteristics, motivations and behaviours of potential target customers are identified

1.4 Explain how to cluster customers with similar characteristics

1.5 Describe how to confirm that proposed segments are real, distinctive, viable and their buying power measurable

1.6 Explain how to evaluate the profitability and stability of market segments

1.7 Describe how a range of products may appeal to different market segments

1.8 Explain the motivators and inhibitors that influence customer behaviour

1.9 Explain the use of Customer Relationship Management

2 Understand how to assess market opportunities for new products and/or services

2.1 Describe the economic and buyer behavioural factors to be taken into account when assessing new market opportunities

2.2 Describe the cultural factors that are likely to affect customers’ perception of products and/or services and sales performance

2.3 Explain how to identify opportunities and threats in new markets and for new products in existing markets

2.4 Explain how competitor and potential competitor activity may affect projected sales performance

2.5 Explain the basis of recommendations to exploit new market opportunities

3 Understand the principles of marketing strategy development

3.1 Describe the topics to be addressed in a marketing strategy

3.2 Explain the use of market analyses to inform the development of a marketing strategy

3.3 Explain how to evaluate risks to the achievement of objectives

3.4 Describe how to forecast sales by product and/or service


Unit Title Principles of marketing and evaluation BIIAB Reference CFAQ37 Level 3 Credit Value 7 GLH 50 Unit Reference No. T/502/9935

Learning Outcome - The learner will: Assessment Criterion - The learner can: 3.5 Explain how to present a marketing strategy including

aims, objectives, actions, accountabilities, resources, budgets and forecasts

3.6 Explain the importance of engaging stakeholders in the development of a marketing strategy

3.7 Explain the significance of customer loyalty to the achievement of marketing objectives and strategy

3.8 Explain how to set performance indicators and evaluation arrangements that are capable of measuring returns on investment

4 Understand how to evaluate the effectiveness of a marketing strategy

4.1 Explain the importance of conducting the evaluation in accordance with the specification

4.2 Describe the factors to be taken into account in the evaluation of the effectiveness of a marketing strategy

4.3 Explain the strengths and weaknesses of different evaluation methods

4.4 Describe how to identify trends and themes from evaluation data

4.5 Explain how to ensure the reliability and validity of evaluation data

4.6 Explain how to achieve an acceptable level of statistical confidence

4.7 Explain how to address critical issues revealed by evaluation

4.8 Explain the importance of justifying recommendations and conclusions with evidence

4.9 Explain the use of impact analysis in the evaluation process

4.10 Explain the importance of marketing to the achievement of business objectives and strategies

4.11 Describe the links between corporate social responsibility and marketing strategies


Unit Title Principles of digital marketing and research BIIAB Reference CFAQ38 Level 3 Credit Value 7 GLH 50 Unit Reference No. F/502/9937 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Understand the role and

requirements of digital marketing 1.1 Explain the role of digital marketing within the

overall marketing strategy

1.2 Explain the strengths and weaknesses of digital marketing for different marketing applications

1.3 Explain the importance of targeted digital marketing 1.4 Describe the sources of data lists for use in targeting

customers and potential customers

1.5 Explain the legal requirements and implications of digital marketing

1.6 Describe the design requirements of data capture and reporting systems for digital marketing

1.7 Explain the importance of evaluating the impact of digital marketing activities

2 Understand the principles of search engine optimisation (SEO)

2.1 Explain the importance of search engine optimisation

2.2 Describe how to calculate the cost-efficiency of SEO 2.3 Explain the use of Meta Tags, website codes and

keywords

2.4 Explain the use of offsite SEO in optimising marketing effectiveness

2.5 Explain the design principles of response systems 2.6 Explain the advantages and disadvantages of links to

other websites

3 Understand the principles of marketing research using the internet

3.1 Explain the scope for customising search-related internet facilities to enable the identification and retrieval of targeted information

3.2 Explain the advantages and disadvantages of different data mining techniques

3.3 Explain how to use multiple-table relational databases

3.4 Explain how to ensure the validity and reliability of information retrieved from the internet


Unit Title Principles of digital marketing and research BIIAB Reference CFAQ38 Level 3 Credit Value 7 GLH 50 Unit Reference No. F/502/9937 Learning Outcome - The learner will: Assessment Criterion - The learner can: 4 Understand the principles of digital

marketing device and message design

4.1 Explain the potential uses of a Customer Relationship Management (CRM) system

4.2 Explain the design requirements of a CRM system 4.3 Describe the characteristics of an effective digital

marketing device

4.4 Describe the characteristics of an effective digital response system

4.5 Explain the requirements, advantages and disadvantages of different tracking systems

4.6 Explain how to overcome the barriers posed by non-interoperable technologies

5 Understand how to use digital technology for marketing purposes

5.1 Explain the implications for the use of digital technology of campaigns that are aimed at retention, acquisition and conversion

5.2 Explain methods of managing digital databases including permission marketing and the application of suppressions/opt-outs

5.3 Explain the advantages and disadvantages of

different digital technologies and combination of technologies for a range of marketing applications


Unit Title Principles of marketing stakeholder relationships BIIAB Reference CFAQ39 Level 3 Credit Value 3 GLH 16 Unit Reference No. J/502/9938 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Understand marketing stakeholder

relationships 1.1 Explain the basis on which the need for marketing

stakeholder relationships are identified and prioritised

1.2 Explain the use of stakeholder mapping in developing ways of building relationships

1.3 Describe the nature of interest of different stakeholder groups and how this affects the nature of relationships and communications

1.4 Explain the significance of stakeholders to the achievement of the overall marketing strategy

1.5 Describe the features of the market in which stakeholders operate

1.6 Describe how to establish stakeholders’ attitudes to an organisation

1.7 Describe actual and potential synergies and conflicts between clients and other stakeholders

2 Understand how to build and manage marketing stakeholder relationships

2.1 Explain how to identify common goals and potential synergy between stakeholders and an organisation

2.2 Explain the importance of engaging stakeholders in marketing activities

2.3 Explain the basis upon which stakeholder communications plans are developed

2.4 Explain the requirements of a competitor management strategy

2.5 Explain the importance of agreeing common objectives with clients

2.6 Describe the scope of generalist and specialist personnel that can be deployed in support of building long term relationships with clients


Unit Title Principles of marketing stakeholder relationships BIIAB Reference CFAQ39 Level 3 Credit Value 3 GLH 16 Unit Reference No. J/502/9938 Learning Outcome - The learner will: Assessment Criterion - The learner can: 3 Understand how to monitor and

control marketing stakeholder relationships

3.1 Explain the use of key performance indicators and success criteria in monitoring the effectiveness of stakeholder relationships

3.2 Describe methods of monitoring the ongoing effectiveness of stakeholder relationships

3.3 Explain the importance of effective stakeholder communications and feedback system

3.4 Explain how changes in the market environment in which stakeholders operate may have an impact on relationships

3.5 Explain how to develop strategies and plans that address changing stakeholder attitudes and needs

3.6 Explain how to develop reporting systems that meet agreed success criteria

3.7 Explain the importance of reviewing the effectiveness of collaborative arrangements with stakeholders


Unit Title Principles of Social Media within a Business BIIAB Reference CFAQ40 Level 3 Credit Value 6 GLH 42 Unit Reference No. R/503/9324 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Understand how Social Media fits

into the objectives and marketing of a business

1.1 Describe a business and its type, vision, aims, objectives and goals

1.2 Identify the brand and values of a business and how these are portrayed to the audience of a business

1.3 Describe the marketing tools available to a business 1.4 Explain the consequences of using Social Media on

the budget of different sizes and types of business

1.5 Explain the benefits and consequences of encouraging amplification

1.6 Explain the benefits and consequences of encouraging engagement

1.7 Explain the factors to consider when identifying a Social Media plan for a business

1.8 Explain how Social Media could fit into the marketing plan of a business

2 Understand how to select Social Media tools and channels for a business

2.1 Describe the different tools and channels that can be used for Social Media

2.2 Describe the features and benefits of the different tools and channels that can be used for Social Media

2.3 Identify the potential type of audience for each different tool and channel that can be used for Social Media

2.4 Explain the factors to consider when selecting different tools and channels for Social Media

2.5 Evaluate different tools and channels for Social Media for business use

3 Understand how to measure the success of using social media tools and channels

3.1 Explain the importance of measuring the outcomes of using different Social Media tools and channels

3.2 Explain why SMARTER targets should be set for different Social Media tools and channels

3.3 Describe the methods a business can use to measure and identify success of different Social Media tools and channels

3.4 Describe what success could look like when using different Social Media tools and channels for different types and sizes of business


Unit Title Principles of Social Media within a Business BIIAB Reference CFAQ40 Level 3 Credit Value 6 GLH 42 Unit Reference No. R/503/9324 Learning Outcome - The learner will: Assessment Criterion - The learner can: 4 Understand how social media

policy and guidelines can impact a business

4.1 Describe the components of a business’s social media policy and guidelines

4.2 Explain the importance of having a social media policy and guidelines

4.3 Explain the importance of having a reputation management policy

4.4 Describe the benefits of managing perception changes in a business’s reputation

4.5 Describe how to manage perception changes in a business’s reputation

5 Be able to monitor how a business is using Social Media

5.1 Explain the importance of knowing how similar businesses or industries are using Social Media

5.2 Explain how to monitor the ways similar businesses or industries are using Social Media

5.3 Monitor how a business is using Social Media

5.4 Identify improvements to a business’s use of Social Media


Unit Title: Word Processing Software BIIAB Unit Number: CFAQ41 Level: 1 Credit Value: 3 GLH: 20 Unit Reference No (UAN): L/502/4627 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Enter, edit and combine text and

other information accurately within word processing documents

1.1 Identify what types of information are needed in documents

1.2 Identify what templates are available and when to use them

1.3 Use keyboard or other input method to enter or insert text and other information

1.4 Combine information of different types or from different sources into a document

1.5 Enter information into existing tables, forms and templates

1.6 Use editing tools to amend document content 1.7 Store and retrieve document files effectively, in


2 Structure information within word processing documents

2.1 Create and modify tables to organise tabular or numeric information

2.2 Select and apply heading styles to text 3 Use word processing software tools to

format and present documents 3.1 Identify what formatting to use to enhance

presentation of the document 3.2 Select and use appropriate techniques to

format characters and paragraphs 3.3 Select and use appropriate page layout to

present and print documents 3.4 Check documents meet needs, using IT tools

and making corrections as necessary


Unit Title: Using Email BIIAB Unit Number: CFAQ42 Level: 1 Credit Value: 2 GLH: 15 Unit Reference No (UAN): J/502/4299 Learning Outcome - The learner will: Assessment Criterion - The learner can: 1 Use e-mail software tools and


1.1 Use software tools to compose and format e-mail messages

1.2 Attach files to e-mail messages 1.3 Send e-mail messages 1.4 Identify how to stay safe and respect others

when using e-mail 1.5 Use an address book to store and retrieve

contact information 2 Manage incoming email effectively 2.1 Follow guidelines and procedures for using e-

mail 2.2 Identify when and how to respond to e-mail

messages 2.3 Read and respond to e-mail messages

appropriately 2.4 Identify what messages to delete and when to

do so 2.5 Organise and store e-mail messages 2.6 Respond appropriately to common e-mail

problems

qcf units cfaq units - biiab · 1.3 use features of the technology contact handling system to...

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