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Level: 3Unit type: Internal set assignmentGuided learning hours: 120
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Unit in briefLearners develop and use customer communications to engage with customers.
Unit introductionCustomer communications is a key component in the overall marketing strategy of an organisation. Different types of organisations use different forms of communication to reach their customers. Increasingly, they are implementing a range of communication techniques to achieve their end goal of boosting awareness or revenue.
In this unit, you will look at the processes involved in creating a successful customer communications plan. You will explore the purpose of marketing communications and the range of tools available. You will prepare a customer communications plan and measure the plan’s effectiveness.
This unit will help you to progress to employment in marketing agencies or in-house marketing departments. It will also help you to move on to further study in higher education or to professional qualifications related to marketing.
AssessmentThis unit has a set assignment. Learners must complete a Pearson Set Assignment Brief.
Learning aimsIn this unit you will:A. Investigate the customer communications process for a specific product or serviceB. Plan and create customer communications for a specific product or serviceC. Present customer communications for a specific product or service
Assessment criteria
Pass
Merit
Distinction
Learning aim A: Investigate the customer communications process for a specific product or service
AB.D1 Develop a thorough communications plan and materials with effective use of relevant tools and processes for a specific product or service.
A.P1 Outline customer communications processes and development.
A.P2 Research customer communications tools for a specific product or service.
A.M1 Compare relevant communications processes and tools for a specific product or service.
Learning aim B: Plan and create customer communications for a specific product or service
B.P3 Develop a communications plan that meets set objectives and includes an appropriate message and communications mix.
B.P4 Develop communications materials that appropriately meet set objectives.
B.M2 Develop a detailed communications plan and materials informed by detailed assessment of objectives.
Learning aim C: Present customer communications for a specific product or service
C.D2
Evaluate and reflect on the effectiveness of the professional, coherent communications plan, materials and presentation using audience feedback, making justified recommendations for improvement.
C.P5 Present a professional communications plan and materials to an audience using appropriate technical language and formatting.
C.P6 Reflect on the communications plan, materials and presentation, suggesting improvements.
C.M3 Present a professional, well-organised communications plan and materials to an audience, selecting and using effective methods and content.
C.M4 Reflect on the effectiveness of the communications plan, materials and presentation, suggesting recommendations.
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