SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICES SKILLS STANDARDS FOR PUBLIC RELATIONS MANAGER / MARKETING COMMUNICATIONS MANAGER

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1 Occupation: Public Relations Manager/Marketing Communications Manager Occupation Description: The Public Relations Manager/Marketing Communications Manager directs the development and execution of marketing communications initiatives including events, promotions, and collaterals with internal and external stakeholders. He/She establishes, owns and drives internal and external communications strategies that positively affect employees and guests/customers understanding, engagement and commitment, to result in an even stronger connection to the company, leading to a positive return on investment. In this role, he/she is required to work closely with other departments to ensure that the brand image is consistent across all markets for all product lines. The Public Relations Manager/Marketing Communications Manager ensures new marketing (including social media) campaigns and programmes are aimed at reaching sales targets and brand consistency, and high quality publications and materials are produced on time and within budget. He/She has to develop and maintain effective relationships with key media (print and online), establish good relationships with local and international media, and advocates the property's brand name and presence in social media spaces. In addition, the Public Relations Manager/Marketing Communications Manager needs to develop strategies and monitor online reviews and ratings and respond accordingly. Important Points to Note about this Document This document is intended purely to provide general information to enable individuals, employers and training providers to be informed about the skills for career, training and education purposes. WDA provides no warranty whatsoever about the contents of this document, and does not warrant that the courses of action mentioned in this document will secure employment, promotion, or monetary benefits. Copyright 2016 Singapore Workforce Development Agency. All rights reserved. Version

2 The skills expected of the Public Relations Manager / Marketing Communications Manager are summarised as below: Skill Category Analytical, Conceptual and Evaluative Business Continuity Management Communications Skill 1. Foster Initiative and Enterprise in Teams 2. Solve Problems and Make Decisions at Supervisory Level 3. Execute Crisis Management Plan 4. Manage Meetings Customer Experience Infocomm Technology 5. Resolve Guests/Customers' Concerns and Feedback 6. Perform Computer Applications at Advanced Level Marketing Communications and Public Relations People Management 7. Maintain Brand Image 8. Monitor and Supervise Print Production 9. Organise Press Conferences 10. Conduct Staff Performance Assessment Process Personal Management and Development 11. Develop Personal Effectiveness at Supervisory Level Planning and Implementation 12. Display Critical Thinking and Analytical Skills 2

3 Sales and Marketing 13. Develop Marketing Message 14. Interpret Market Trends and Developments 15. Manage Advertising Campaigns 16. Manage Customer Acquisition and Retention Programmes 17. Manage International Marketing Programmes 18. Manage Market Research 19. Manage Marketing Campaigns 20. Manage Product and Brand Development 21. Manage Social Media Platforms 22. Write proposal 3

4 Skill Code ES-ACE-301G-1 Skill Category Analytical, Conceptual and Evaluative Skill Sub-Category Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Foster Initiative and Enterprise in Teams This skill describes the ability to identify areas for continuous improvement and apply strategies to facilitate, motivate and sustain initiative and innovation in the team. It also includes identifying, evaluating and measuring risks associated with innovation and taking initiative at a team level. The ability to understand: Motivation concepts and techniques to lead and motivate teams to increase initiative and innovation and their characteristics Sources of innovative opportunities and types of innovation and their characteristics Basic principles to unleash untapped innovation and creativity at the workplace Tools and techniques to increase team s ability to develop creative ideas for innovation and their features Methods for building and sustaining a culture of innovation, initiative and enterprise among team members Modes of communication for effective sharing of lessons and their features Skills required for self-directed team to be effective and ways to help them acquire these skills Types of risks and their implications on team performance and success Methods to reduce the impact of risk on team performance and success Process of formulating communication plan to monitor, manage and reduce risks 4

5 Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Assist team members to unleash their untapped innovation and creativity and increase their ability to develop creative ideas for innovation at the workplace Facilitate team to be self-directed and sustain effort for continuous improvement at the workplace Evaluate the effectiveness of implemented strategies in achieving planned outcome in accordance to criteria and goals set Identify possible areas for continuous improvement and challenges in getting team to initiate actions for continuous improvement at the workplace Conduct risk assessment of new initiatives on team performance and success and recommend possible risk management strategies Implement appropriate risk management strategies to support innovation and enterprise Lead and motivate team to initiate actions, ideas and suggestions to improve workplace or business performance Enhance own creative skills and behaviour by identifying key opportunities for continuous improvement 5

6 Range of Application It refers to the critical circumstances and contexts that the skill may be demonstrated. 6

7 Version Control Version Date Changes Made Edited by ES-ACE-301G-1 1-Sep-16 Initial Version WDA and STB 7

8 Skill Code Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Analytical, Skill Category Conceptual and ES-ACE-302G-1 Evaluative Skills Skill Sub-Category Solve Problems and Make Decisions at Supervisory Level This skill describes the ability to acquire the skills to work with a team of subordinates in practising problem-solving and decisionmaking. It also includes anticipating and identifying potential problems, facilitating team s effort to resolve the problems, making appropriate decisions and seeing implementation plans through. The ability to understand: Types of information to be gathered and analysed to identify and confirm a problem Characteristics of appropriate problem-solving tools and techniques Idea generation techniques and their characteristics Types of value and impact to be evaluated for selection of ideas Techniques to manage team conflict in decision-making process Factors affecting the effectiveness of an implementation plan Advantages and disadvantages of the various methods for gathering feedback from relevant sources Methods used to identify deficiency in the implemented solution and implementation plan and their characteristics 8

9 Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Identify symptoms that could lead to potential problems at the workplace using appropriate tools and techniques Apply logical deduction to anticipate and detect problems at the workplace based on symptoms and relevant information gathered Analyse relevant information surrounding the perceived problems and identify the exact problem using elimination process, objective reasoning or process questioning Analyse the root causes of the problems at the workplace using appropriate problem-solving tools and techniques Develop an implementation plan that addresses the root causes of the problems and consider the impact to self and team at the workplace Evaluate the effectiveness of the implemented solution and implementation plan by analysing feedback gathered from relevant sources Select a solution among the shortlisted ones collectively with team members using appropriate evaluative techniques and criteria Formulate and execute modifications to restore and/or enhance effectiveness of implemented solution and implementation plan Facilitate generation of solutions to solve problems by encouraging creativity among team members 9

10 Learning to Learn to develop and improve one s self within and outside of one s area of work. Range of Application Review the effectiveness of modifications made and analyse learning points and best practices that can be used for future reference It refers to the critical circumstances and contexts that the skill may be demonstrated. 10

11 Version Control Version Date Changes Made Edited by ES-ACE-302G-1 1-Sep-16 Initial Version WDA and STB 11

12 Skill Code Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Business Continuity Skill Category Management BM-BCM-304E-1 Skill Sub-Category Execute Crisis Management Plan This skill describes the ability to execute crisis management plan. It also includes coordinating crisis response and recovery activities, executing individual roles during disruptive events and validating crisis management plan. The ability to understand: Crisis management plan, including crisis response and recovery activities Critical business functions Business continuity plans Emergency control exercises Assist in the coordination and integration of crisis response and recovery activities in accordance with recovery and business continuity plans to respond to disruptive events Execute individual roles within the crisis management plan to respond to disruptive events Participate in the organisation s emergency control exercises to validate and make improvements to the crisis management plan to ensure organisational readiness 12

13 Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Manage own emotions to maintain composure and display self-confidence and resilience when dealing with challenges in a crisis situation Respond appropriately to negative emotional cues of organisation members during a crisis situation to provide reassurance Augment own knowledge on crisis management by subscribing to diverse learning channels to ensure continuous learning for workplace application Range of Application It refers to the critical circumstances and contexts that the skill may be demonstrated. 13

14 Version Control Version Date Changes Made Edited by BM-BCM-304E-1 1-Sep-16 Initial Version WDA and STB 14

15 Skill Code Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. BM-COM-402E-1 Skill Category Skill Sub-Category Communications Manage Meetings This skill describes the ability to manage meetings to meet meeting objectives. It also includes preparing for the meetings, conducting the meetings and following-up on meetings, as well as evaluating meeting outcomes to ascertain areas for improvement. The ability to understand: Types and modes of meetings Components of meeting agendas Meeting collaterals Legal, regulatory, ethical and socio-cultural constraints of meetings Prepare for meetings to support meeting objectives Follow up on meetings in accordance with organisational procedures to ensure matters arising from the meetings are addressed Evaluate meeting outcomes to determine areas of improvement 15

16 Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Range of Application It refers to the critical circumstances and contexts that the skill may be demonstrated. Conduct meetings to facilitate discussion and conflict resolution, taking into consideration the emotional states of meeting participants and responding appropriately to emotional cues to maintain positive working relationships Engage in self-reflection to identify areas for improvement in managing meetings Improve own effectiveness in managing meetings by subscribing to diverse learning channels and participating in peer review platforms to enhance workplace performance Legal, regulatory, ethical and socio-cultural constraints of meetings must include: Relevant legislations Codes of practice Business ethics Policies and guidelines Social responsibilities Cultural and societal expectations and influences 16

17 Version Control Version Date Changes Made Edited by BM-COM-402E-1 1-Sep-16 Initial Version WDA and STB 17

18 Skill Code Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. HAS-CEX Skill Category Skill Sub-Category Customer Experience Resolve Guests/Customers' Concerns and Feedback This skill describes the ability to investigate and handle concerns and feedback received from guests/customers. It also includes performing closure to resolve those concerns and feedback. The ability to understand: Guidelines for identifying, validating and addressing concerns and feedback from internal and external stakeholders Principles of effective communication and interpersonal techniques Types of solutions to resolve guests/customers concerns and feedback Importance of incident reports Investigate concerns and feedback received from guests/customers Handle guests/customers concerns and feedback Clarify and address guests/customers concerns and feedback Perform closure to resolve guests/customers concerns and feedback Create easy-to-use platforms for guests/customers to convey concerns and feedback 18

19 Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Range of Application It refers to the critical circumstances and contexts that the skill may be demonstrated. Seek dialogue with guests/customers to clarify concerns and feedback Self-reflect on effectiveness of offering alternative solution to resolve guests/customers concern and feedback Regulatory guidelines must include: Workplace Safety and Health Act Innkeepers Act Hotels Licensing Regulations Consumer Protection (Fair Trading Act) Factory Act 19

20 Version Control Version Date Changes Made Edited by HAS-CEX Sep-16 Initial Version WDA and STB 20

21 Skill Code Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. HAS-ICT Skill Category Skill Sub-Category Infocomm Technology Perform Computer Applications at Advanced Level This skill describes the ability to use word processing, presentation, spreadsheet and database applications at an advanced level. It also includes using more complex operations and functions to produce higher quality and sophisticated outputs. The ability to understand: Design and formatting of a document Various functions (reference tables, bookmark, mail-merging, password setting) for a document Design, formatting and managing formulae in a spreadsheet Chart, pivot tabling and data management in a spreadsheet Design and formatting of presentation slides Common elements in a slide master Graphics, multimedia, chart and diagram management in presentation slides Management of databases, the form and automation Management of database reports and queries External sources to be linked or imported into databases 21

22 Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Create, edit, save and print new documents, using a word processing application Manage, edit, and format texts, paragraphs, tables and graphics in documents, using relevant functional commands Perform mail-merging in documents, using a word processing application Manage multiple documents within a word processing application Create, save and print new files, in a spreadsheet application Edit and manipulate data in spreadsheets, using a spreadsheet application Manage different worksheets within spreadsheet s using a spreadsheet application Create, view, edit, save and print presentation slides, using a presentation application Manage master slides, texts, charts and objects in a presentation file, using a presentation application Manage a presentation slide show within a presentation application Manage, maintain and print databases and records, using a database application Perform database queries and obtain data, using a database application Use animation schemes, under a presentation application, to enhance presentation slides Resolve formulae-related errors within spreadsheets, using appropriate formula computation, using a spreadsheet application 22

23 Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Reflect on effectiveness in using software applications to help in daily work Range of Application It refers to the critical circumstances and contexts that the skill may be demonstrated. 23

24 Version Control Version Date Changes Made Edited by HAS-ICT Sep-16 Initial Version WDA and STB 24

25 Skill Code Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. HAS-MPR Skill Category Skill Sub-Category Marketing Communications and Public Relations Maintain Brand Image This skill describes the ability to maintain brand equity through assessments of current brand image, identifying and implementing strategies to build positive image of the organisation and/or product. It also includes monitoring the implementation of these strategies. The ability to understand: Organisation s strategic directions and goals Sources of information on organisation s standing Research methods for gathering industry information Industry benchmarking criteria Brand management, strategies and analysis Brand promotional plans Stakeholders endorsement in revision of policies and procedure Alignment of policies and procedures to brand strategies Identify organisation s strategic directions in current brand strategies, with reference to organisational policies, and in consultation with relevant stakeholders Gather up-to-date information on organisation s standing and brand image within the industry Benchmark the organisation with other, similar organisations Assess and analyse findings and positioning of the organisation against its competitors Identify strategies to capitalise on the strengths, and mitigate weaknesses, of the organisation s brand equity Address issues and concerns related to implementation action plans Revise and implement action plans, based on relevant stakeholders approval Ensure staff adhere to policies and procedures of brand strategy 25

26 Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Establish action plans to improve the organisation s brand equity, in consultation with stakeholders Review and recommend corrective actions to address areas for improvement Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Range of Application Communicate action plans to relevant stakeholders, in accordance with organisational procedures Update own knowledge by keeping abreast with the organisation's strategic plans It refers to the critical circumstances and contexts that the skill may be demonstrated. 26

27 Version Control Version Date Changes Made Edited by HAS-MPR Sep-16 Initial Version WDA and STB 27

28 Skill Code Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. HAS-MPR Skill Category Skill Sub-Category Marketing Communications and Public Relations Monitor and Supervise Print Production This skill describes the ability to monitor and supervise print production for design implementation. The ability to understand: Compliance with ISO Safety and health requirements Roles and responsibilities for maintaining quality records Options for remedial actions in print jobs Identify key components of the marketing collateral to be produced, based on needs Collate content to be incorporated into the marketing collateral by copywriter and designer, according to organisational guidelines Prepare a list of potential vendors to engage in producing the marketing collateral, according to organisational guidelines Produce a document, considering information obtained from potential vendors, to facilitate comparison and selection based on needs Identify innovative approaches and strategies, according to organisational guidelines on monitoring and supervising print production 28

29 Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Range of Application Pay attention to social dynamics in the work environment, and demonstrate ethical principles and moral decisions, according to organisational guidelines on monitoring and supervising print production Demonstrate learning approaches to address irregularities at work, according to organisational guidelines on monitoring and supervising print production It refers to the critical circumstances and contexts that the skill may be demonstrated. 29

30 Version Control Version Date Changes Made Edited by HAS-MPR Sep-16 Initial Version WDA and STB 30

31 Skill Code HAS-MPR Skill Category Skill Sub-Category Marketing Communications and Public Relations Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Organise Press Conferences This skill describes the ability to organise and manage press conference activities. It also includes performing activities to plan a press conference, preparing materials and logistics for the press conference, managing on-site activities on the actual day to ensure smooth execution and performing follow-up activities after the conference. The ability to understand: Purpose of holding a press conference Purpose of a press kit Techniques for preparing spokespersons for press conferences Ways to communicate with media for invitation, registration and follow up Importance of managing the flow of events during press conferences Importance of conducting debriefing sessions with relevant personnel after press conferences Plan and manage activities to facilitate the conduct of a press conference according to organisational guidelines Prepare materials and logistics for the press conference, based on needs Manage on-site activities on the actual day to ensure smooth execution of the press conference, according to organisational guidelines Perform follow-up activities after the conference, according to organisational guidelines 31

32 Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Identify innovative approaches and strategies, according to organisational guidelines on organising press conferences Pay attention to social dynamics in the work environment, and demonstrate ethical principles and moral decisions, according to organisational guidelines on organising press conferences Learning to Learn to develop and improve one s self within and outside of one s area of work. Range of Application Demonstrate learning approaches to address irregularities at work, according to organisational guidelines on organising press conferences It refers to the critical circumstances and contexts that the skill may be demonstrated. 32

33 Version Control Version Date Changes Made Edited by HAS-MPR Sep-16 Initial Version WDA and STB 33

34 Skill Code Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. HAS-DEV Skill Category Skill Sub-Category People Management Conduct Staff Performance Assessment Process This skill describes the ability to prepare and conduct performance appraisals, develop personal development plans and manage performance outcomes. The ability to understand: Procedures for reviewing staff performance against staff development plans and performance evidences Guidelines for communicating performance review results with staff Analyses of feedback from relevant stakeholders Performance gaps and the advantages of addressing them Significance of proposing improvements to performance Usage and review of performance appraisal tools Compliance with code of ethics when conducting staff performance appraisals Guidelines for, and importance of, setting goals and milestones for career development Ways to reward staff effectively Guidelines for corrective actions against poor performing staff Review staff performance criteria against performance evidences, in accordance with organisational guidelines Analyse feedback gathered to determine if relevant performance criteria are met and make assessment decisions in accordance with organisational guidelines Use performance appraisal tools to conduct performance appraisals, in accordance with organisational guidelines Link staff performance to staff development plans, in accordance with organisational guidelines Communicate performance achievements and gaps to staff, in accordance with organisational guidelines Develop personal development plans to set goals and milestones for career development, in accordance with organisational guidelines Manage performance outcomes to provide rewards, take corrective actions against poor performance or address 34

35 performance gaps, in accordance with organisational guidelines Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Propose improvements to identified performance gaps, in accordance with organisational guidelines Provide feedback to encourage staff development, in accordance with organisational guidelines Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Range of Application Comply with code of ethics when conducting staff performance appraisals and assessment decisions, in accordance with organisational guidelines Engage in self-reflection to review effectiveness of processes for conducting staff performance assessment Update own learning in staff performance assessment processes by subscribing to diverse learning channels and gathering feedback from relevant stakeholders It refers to the critical circumstances and contexts that the skill may be demonstrated. 35

36 Version Control Version Date Changes Made Edited by HAS-DEV Sep-16 Initial Version WDA and STB 36

37 Skill Code ES-PMD-301G-1 Skill Category Skill Sub-Category Personal Management and Development Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Develop Personal Effectiveness at Supervisory Level This skill describes the ability to apply knowledge and life skills, relate them to roles and responsibilities in the workplace and contribute to their effectiveness as a team leader or supervisor. It also includes using time management techniques, maintaining a work-life balance, managing stress and personal finances. The ability to understand: Types of motivational factors affecting personal goal setting and achievement Factors that may affect the achievement of departmental goals Benefits of organising and prioritising work activities according to goals set Practices that promote personal well-being and aspects of personal management Issues and problems related to personal and family responsibilities and their impact on work Common sources of assistance available to support personal management Various budgeting techniques and their features to manage personal expenses Factors to consider when using and maintaining credit to ensure one's financial stability Analyse personal goals and align them to departmental goals Examine personal role and responsibilities and their contribution to departmental success Plan, organise and execute personal work activities to achieve departmental goals Support the implementation of work-life balance programmes to achieve organisational effectiveness 37

38 Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Range of Application Identify causes of stress that affect self and team and apply stress management techniques to deal with them Apply emotional intelligence and people-management techniques to get assistance from appropriate people such as managers, peers and subordinates Examine personal strengths and weaknesses, apply strategies to overcome weaknesses and use personal strengths to contribute towards the achievement of departmental goals Establish own existing financial position using appropriate tools and explain how to manage such a position It refers to the critical circumstances and contexts that the skill may be demonstrated. 38

39 Version Control Version Date Changes Made Edited by ES-PMD-301G-1 1-Sep-16 Initial Version WDA and STB 39

40 Skill Code Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Planning and Skill Category Implementation BM-SPI-304E-1 Skill Sub-Category Display Critical Thinking and Analytical Skills This skill describes the ability to apply critical thinking and analytical skills for problem-solving. It also includes challenging and rethinking ideas, analysing business issues to put forth recommendations to stakeholders and enhancing creative thinking among team members. The ability to understand: Methods to apply logical inquiry to issues Barriers to creativity Ways in which people may contribute to the critical thinking and analysis process Analyse business issues through the use of critical-thinking to make recommendations to relevant stakeholders Challenge and rethink ideas and provide insights to relevant stakeholders for continuous business improvement 40

41 Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Range of Application It refers to the critical circumstances and contexts that the skill may be demonstrated. Make recommendations that are attuned to the needs of relevant stakeholders and aligned to organisational objectives by exercising empathy and organisational awareness to close the gaps Develop a critical thinking mind-set when dealing with business issues to improve the organisation s business practices Demonstrate problem-solving skills within own scope of work to improve productivity and own work performance Enhance creative thinking skills among team members to foster innovation and improve organisational performance Methods to apply logical inquiry to issues must include: Understand and identify relevant objectives and issues Formulate and raise key questions in a clear and concise manner Gather and assess relevant information pertaining to business situation Use abstract ideas and interpret them appropriately Recognise and assess implications and practical consequences 41

42 Version Control Version Date Changes Made Edited by BM-SPI-304E-1 1-Sep-16 Initial Version WDA and STB 42

43 Skill Code Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Skill Category Sales and Marketing BM-SM-406E-1 Skill Sub-Category Develop Marketing Message This skill describes the ability to develop marketing message. It also includes assessing target market s requirements with regard to organisation s products and services as well as crafting and evaluating effectiveness of marketing message. The ability to understand: Objectives of marketing communications Characteristics of a target market Characteristics of an effective marketing message Considerations when selecting the marketing communications mix Benefits of the organisation s products and services Assess target market to determine their underlying requirements with regard to organisation s products and services Evaluate organisation s products and services to determine how they solve or meet target market s underlying requirements Craft marketing message to meet underlying requirements of target market Evaluate effectiveness of marketing message following campaign to identify areas of improvement 43

44 Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Demonstrate empathy and appreciation of others' views and issues when working with stakeholders to develop marketing message to maintain positive working relationships Augment own knowledge related to development of marketing message by subscribing to diverse learning channels and discussion platforms to ensure continuous learning for workplace application Range of Application It refers to the critical circumstances and contexts that the skill may be demonstrated. 44

45 Version Control Version Date Changes Made Edited by BM-SM-406E-1 1-Sep-16 Initial Version WDA and STB 45

46 Skill Code Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Skill Category Sales and Marketing BM-SM-402E-1 Skill Sub-Category Interpret Market Trends and Developments This skill describes the ability to interpret market trends and development impacting organisational marketing activities. It also includes identifying, analysing and reporting market trends and developments as well as reporting findings and recommendations to management. The ability to understand: Sources of information for identification of market trends and developments Potential opportunities and threats Methods of evaluating business environment Methods of displaying data Considerations in displaying data Methods of interpreting data Identify market trends and developments that may impact organisational marketing activities to guide market trends analysis Report findings and recommendations to management in accordance with organisational procedures to ensure management team is updated and consulted Analyse market trends and developments to forecast emerging market needs and develop appropriate recommendations 46

47 Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Range of Application Demonstrate empathy and openness to feedback when communicating findings and recommendations to management to seek inputs and support Keep abreast of market trends and developments that may impact organisational marketing activities by subscribing to diverse information channels and participating in discussion platforms to enhance own knowledge for workplace application It refers to the critical circumstances and contexts that the skill may be demonstrated. 47

48 Version Control Version Date Changes Made Edited by BM-SM-402E-1 1-Sep-16 Initial Version WDA and STB 48

49 Skill Code Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. BM-SM-411E-1 Skill Category Skill Sub-Category Sales and Marketing Manage Advertising Campaigns This skill describes the ability to manage advertising campaigns. It also includes developing and managing action plan, monitoring and evaluating campaign performance, as well as managing precampaign testing for refinement. The ability to understand: Types of products and services to be advertised Items to evaluate during pre-campaign testing Possible media options Advertising schedule Implementation strategies Means of using data gathered from pre-campaign testing Role of advertising within marketing campaign Develop action plan aligned with advertising campaign strategies and budget Set performance measures for each element of the advertising campaign to support achievement of campaign objectives Manage pre-campaign testing plan to gauge effectiveness of the campaign Refine action plan based on pre-campaign test findings to enhance effectiveness of campaign Manage action plan to support campaign objectives Monitor and evaluate campaign performance and effectiveness in accordance with performance measures to further refine action plan 49

50 Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Range of Application Demonstrate empathy and appreciation of others' views and issues when working with stakeholders to manage advertising campaigns to maintain positive working relationships Study past advertising campaigns to gain insights to plan for the current advertising campaign It refers to the critical circumstances and contexts that the skill may be demonstrated. 50

51 Version Control Version Date Changes Made Edited by BM-SM-411E-1 1-Sep-16 Initial Version WDA and STB 51

52 Skill Code Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. BM-SM-409E-1 Skill Category Skill Sub-Category Sales and Marketing Manage Customer Acquisition and Retention Programmes This skill describes the ability to manage customer acquisition and retention programmes. It also includes establishing, managing, evaluating and refining customer acquisition and retention programmes to increase customer loyalty. The ability to understand: Importance of building customer relationships and increasing customer loyalty Objectives of customer acquisition and retention programmes Costs of customer acquisition and retention programmes Establish and manage customer acquisition and retention programmes to increase customer loyalty Review existing customer acquisition and retention programmes to ensure that they are current Evaluate customer responses to determine if customer needs and expectations are met Evaluate and refine customer acquisition and retention programmes to increase customer loyalty 52

53 Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Range of Application It refers to the critical circumstances and contexts that the skill may be demonstrated. Demonstrate empathy and appreciation of others' views and issues when collaborating with cross-functional teams to manage customer programmes to maintain positive working relationships Keep abreast of market trends and developments on customer acquisition and retention programmes to stay competitive with industry practices by subscribing to diverse information channels 53

54 Version Control Version Date Changes Made Edited by BM-SM-409E-1 1-Sep-16 Initial Version WDA and STB 54

55 Skill Code Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Skill Category Sales and Marketing BM-SM-408E-1 Skill Sub-Category Manage International Marketing Programmes This skill describes the ability to manage international marketing programmes. It also includes forecasting business needs based on global market trends, analysing key factors impacting international marketing programmes, as well as monitoring and assessing performance of programmes and recommending changes. The ability to understand: Impact of social and cultural factors on international marketing efforts and approaches Implications of budgets on international marketing programmes Evaluate global market trends and developments to forecast international business needs Identify and analyse key factors to determine their impact on international marketing programmes Oversee international marketing programmes to meet performance measures Monitor and assess performance of international marketing programmes to determine achievement of organisational sales and marketing objectives Recommend changes to international marketing programmes to respond to international business environment 55

56 Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Range of Application Demonstrate empathy and appreciation of others' views and issues when working with stakeholders to manage international marketing programmes to maintain positive working relationships Augment own knowledge related to managing of international marketing programmes by subscribing to diverse learning channels and discussion platforms to ensure continuous learning for workplace application It refers to the critical circumstances and contexts that the skill may be demonstrated. 56

57 Version Control Version Date Changes Made Edited by BM-SM-408E-1 1-Sep-16 Initial Version WDA and STB 57

58 Skill Code BM-SM- 401E-1 Skill Skill Description Knowledge and Analysis It refers to gathering, cognitive processing, integration and inspection of facts and information required tasks and activities. Skill Category Skill Sub-Category Sales and Marketing Manage Market Research This skill describes the ability to manage market research. It also includes developing research objectives and plan, managing research activities, developing recommendations as well as reporting findings and recommendations to stakeholders. The ability to understand: Market research principles and practices Criteria for market research study objectives Components of sampling plan Sampling techniques Issues in ensuring fair representation of target audience Data collection methods Steps to develop questionnaires Question types and how to use them effectively Application and Adaptation tasks and activities required of the occupation, and the ability to react to and manage the changes at work. Innovation and Value Creation to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals. Develop market research study objectives to meet research needs Develop market research plan and research methodologies to support market research study objectives Manage market research activities in accordance with market research plan to achieve market research study objectives Report findings and recommendations to relevant stakeholders in accordance with organisational procedures to ensure stakeholders are updated and consulted Develop recommendations based on data gathered to add value to the organisation 58

59 Social Intelligence and Ethics to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics. Learning to Learn to develop and improve one s self within and outside of one s area of work. Range of Application Adhere to organisational code of conduct, values and ethics when conducting market research to ensure information integrity for decision-making Engage in self-reflection to identify own areas for improvement in managing market research Improve own capability in managing market research by subscribing to diverse learning channels to enhance workplace performance It refers to the critical circumstances and contexts that the skill may be demonstrated. 59