Free Marketing and Social Media manager Course (6Months)

Marketing and Social Media manager:

Brief Job Description

A Marketing and Social Media Manager is responsible for designing and formulating branding and marketing activities of dealership in close coordination with the sales & marketing of OEM. Developing and executing market plans for the promotion of dealership which includes social media strategy are also part of this job role.

Personal Attributes

This job requires individuals to work in close coordination with the sales function & to have good understanding of the various customer segments and schemes for all range of vehicles with technical details, service schedules and process flow. Knowledge about marketing, branding, social media, advertising, statutory compliance and local market procedures & customer preferences, geographic nuances and sales peculiarities is also required. The individual should depict customer centricity in daily behavior and should ideally have excellent communication and presentation skills.

Plan and organise work to meet expected outcomes:

Scope

This unit/task covers the following:

work requirements including various activities, deliverables or work output required in the given time, maintain set quality standards

appropriate use of resources (both material / equipment’s and manpower

Elements and Performance Criteria

Work requirements including various activities within the given time and set quality standards

To be competent, the user/individual on the job must be able to:

PC1.              keep immediate work area clean and tidy

PC2.              treat confidential information as per the organisations guidelines

PC3.              work in line with organisations policies and procedures

PC4.              work within the limits of job role

PC5.              obtain guidance from appropriate people, where necessary

PC6.              ensure work meets the agreed requirements

Appropriate use of resources

To be competent, the user/individual on the job must be able to:

PC7.              establish and agree on work requirements with appropriate people

PC8.              manage time, materials and cost effectively

PC9.              use resources in a responsible manner

Knowledge and Understanding (KU)

The individual on the job needs to know and understand:

KU1.    the organisations policies, procedures and priorities for area of work, role and responsibilities in carrying out that work

KU2.    the limits of responsibilities and when to involve others

KU3.    specific work requirements and who these must be agreed with

KU4.    the importance of having a tidy work area and how to do this

KU5.    how to prioritize workload according to urgency and importance and the benefits of this

KU6.    the organisations policies and procedures for dealing with confidential information and the importance of complying with these

KU7.    the purpose of keeping others updated with the progress of work

KU8.    who to obtain guidance from and the typical circumstances when this may be required

KU9.    the purpose and value of being flexible and adapting work plans

KU10. how to complete tasks accurately by following standard procedures

KU11. technical resources needed for work and how to obtain and use these

Generic Skills (GS)

User/individual on the job needs to know how to:

GS1.    write in at least one language

GS2.    read instructions, guidelines/procedures

GS3.    ask for clarification and advice from appropriate persons

GS4.    communicate orally with colleagues

GS5.    make a decision on a suitable course of action appropriate for accurately completing the task within resources

GS6.    agree objectives and work requirements

GS7.    plan and organise work to achieve targets and deadlines

GS8.    deliver consistent and reliable service to customers

GS9.    check own work and ensure it meets customer requirements

GS10. anomalies to the concerned persons

GS11. analyse problems and identify work-arounds taking help from

GS12. apply own judgement to identify solutions in different situations

Work effectively in a team:

Scope

This unit/task covers the following: Colleagues: Superiors

Members of own work group

People in other work groups within or outside the organisation Communicate: Face-to-face

By telephone In writing

Elements and Performance Criteria

Effective communication

To be competent, the user/individual on the job must be able to:

PC1.   maintain clear communication with colleagues

PC2.   work with colleagues

PC3.   pass on information to colleagues in line with organisational requirements

PC4.. work in ways that show respect for colleagues

PC5.   carry out commitments made to colleagues

PC6.   let colleagues know in good time if cannot carry out commitments, explaining the reasons

PC7.          identify problems in working with colleagues and take the initiative to solve these problems

PC8.          follow the organisations policies and procedures for working with colleagues

PC9.   ability to share resources with other members as per priority of tasks

Knowledge and Understanding (KU)

The individual on the job needs to know and understand:

KU1. the organisations policies and procedures for working withcolleagues, role and responsibilities in relation to this

KU2. the importance of effective communication and establishing goodworking relationships with colleagues

KU3. different methods of communication and the circumstances inwhich it is appropriate to use these

KU4. benefits of developing productive working relationships withcolleagues

KU5. the importance of creating an environment of trust and mutualrespect

KU6. whether not meeting commitments, will have implications onindividuals and the organisation

KU7. different types of information that colleagues might need and theimportance of providing this information when it is required

KU8. the importance of problems, from colleagues perspective andhow to provide support, where necessary, to resolve these

Generic Skills (GS)

User/individual on the job needs to know how to:

GS1.    complete well written work with attention to detail

GS2.    read instructions, guidelines/procedures

GS3.    listen effectively and orally communicate information

GS4.           make decisions on a suitable course of action or response

GS5.           plan and organise work to achieve targets and deadlines

GS6.           check that the work meets customer requirements

GS7.    deliver consistent and reliable service to customers

GS8.           apply problem solving approaches in different situations

GS9.           apply balanced judgements to different situations

GS10. apply good attention to detail

GS11. check that the work is complete and free from errors

GS12. get work checked by peers

GS13. work effectively in a team environment

Maintain a healthy,safe and secure working environment:

Scope

This unit/task covers the following:

Resources (both material & manpower) needed to maintain a safe working environment as per the prevalent norms & government policies including emergency procedures for Illness, accidents, fires or any other reason which may involve evacuation of the premises

Elements and Performance Criteria

Resources needed to maintain a safe, secure working environment

To be competent, the user/individual on the job must be able to:

PC1.   comply with organisations current health,safety and security policies and procedures

PC2. report any identified breaches in health,safety, and security policies and procedures to the designated person

PC3.. Coordinate with other resources at the workplace to achieve the healthy, safe and secure environment for all incorporating all government norms esp. for emergency situations like fires,earthquakes etc.

PC4.   identify and correct any hazards like illness, accidents, fires or any other natural calamity safely and within the limits of individuals authority

PC5.   report any hazards outside the individuals authority to the relevant person in line with organisational procedures and warn other people who may be affected

PC6.   follow organisations emergency procedures for accidents, fires or any other natural calamity

PC7.   identify and recommend opportunities for improving health,safety, and security to the designated person

PC8.   complete all health and safety records are updates and procedures well defined

Knowledge and Understanding (KU)

The individual on the job needs to know and understand:

KU1.    legislative requirements and organisations procedures for health, safety and security and individuals role and responsibilities in relation to this

KU2.    what is meant by a hazard, including the different types of health and safety hazards that can be found in the workplace

KU3.    how and when to report hazards

KU4.    the limits of responsibility for dealing with hazards

KU5.    the organisations emergency procedures for different emergency situations and the importance of following these

KU6.    the importance of maintaining high standards of health, safety and security

KU7.    implications that any non-compliance with health, safety and security may have on individuals and the organisation

KU8.    different types of breaches in health, safety and security and how and when to report these

KU9.    evacuation procedures for workers and visitors

KU10. how to summon medical assistance and the emergency services,where necessary

KU11. how to use the health, safety and accident reporting procedures and the importance of these

Generic Skills (GS)

User/individual on the job needs to know how to:

GS1.    complete accurate, well written work with attention to detail

GS2.    read instructions, guidelines/procedures/rules

GS3.    listen and orally communicate information

GS4.    make decisions on a suitable course of action or response

GS5.    plan and organise work to achieve targets and deadlines

GS6.    build and maintain positive and effective relationships withcolleagues and customers

GS7.    apply problem solving approaches in different situations

GS8.    analyse data and activities

GS9.    apply balanced judgements to different situations

GS10. apply good attention to detail

GS11. check that the work is complete and free from errors

GS12. get work checked by peers

GS13. work effectively in a team environment

Develop and execute market plans for the promotion of dealership:

Scope

This unit/task covers the following:

design and formulate complete branding and marketing activities of the dealership in close coordination with the Sales & marketing team of the OEM

handle the various social media forums and manage the dealer website to promote the brand, gather customer insights and customer feedbacks

Elements and Performance Criteria

Design & manage the entire marketing activities including those through the social media

To be competent, the user/individual on the job must be able to:

PC1..    develop broad market plans across the territory of the dealer for the promotion of various vehicle brands and products communicating the new schemes as well

PC2..    design incentive plans and framework for implementation of promotional activities

PC3..    assist in assigning or allocating budgets for promotional activities

PC4..    plan & implement various local promotional activities to achieve sales volume level in coordination with the marketing manager such as:- road shows mall activations exchange melas canopy promotions local contests loan melas promotional test-drives tie-ups with various body-builders (only in case of commercial vehicles) any other local activities jointly done with other agencies/ organization (banks & NBFCs) to push sales in rural / semi-urban areas

PC5..    ensure proper execution of the designed marketing plan for maximising its effectiveness in close coordination of the oem sales and marketing team to convey an effective brand strategy

PC6..    implement the overall social media strategy, coordinating with various internal stakeholders across the dealership and the oem sales & marketing team to ensure its effectiveness and encouraging adoption

PC7..    design and formulate digital and social media strategy by coordinating with the entire sales team and would include the following : handling the various social media forums like Facebook, Twitter, You Tube etc. to promote the brand communicate the various latest schemes on these social media platforms for the new prospective buyers gather customer feedbacks from the existing customers on the various vehicle performance and service related aspects generate new leads from through the trending activities on the various social media platforms manage social media campaigns online advocacy, writing editorial, community-outreach efforts and promotions

PC8..    manage the websites (esp. for large dealers with multiple branches) and ensure an effective communication through the website : proper branding is done on the website and all latest schemes are put on the website handle the customers who would require a call back / have requested for a test drive through the website customer queries / suggestions are passed to relevant people in the organization for follow up

PC9..    conduct and assist in market research surveys to gather customer insights which may help ion effective segmentation of the prospective customers so that campaigns can be designed around them (for e.g. if the brand is being preferred by various corporates in the area, a special corporate scheme can be devised around it to push more sales)

PC10.. search and finalise potential partner relationships for tie-ups for co-promotion (esp. for the co-branded partners like various malls, tyre companies, petrol pumps etc.)

PC11.. track user feedback, customer satisfaction, dashboards and metrics to measure success and engagement of new and existing functionalities

PC12.. liaise with admin, service, workshop and sales function of the dealership for smooth execution of the marketing plans

Knowledge and Understanding (KU)

The individual on the job needs to know and understand:

KU1.    standard operating procedures of the dealership for all the marketing related activities

KU2.    standard operating procedures of the oem for all the marketing related activities

KU3.    standard operating procedures of the oem related with the overall sales process and financing insurance and registration of the vehicles (as they could be a part of the overall brand communication)

KU4.    promotions, discounts, freebies offered by the oem to either the end customer (to push secondary sales) or to the channel partner (dealer/ distributor to push primary sales)

KU5.    documentation requirements for each procedure carried out as part of roles and responsibilities

KU6.    process flow of pre and post market plan launch at the dealership

KU7.    institutional and professional code of ethics and standards of practice

KU8.    safety and health policies and regulations for the workplace as well as for automotive trade in general

KU9.    the technical specifications of various oem vehicular products as well as those manufactured by the competitors

KU10. how to allocate funds across various product portfolio of the oem on marketing and brand building activities

KU11. how to conduct market research and surveys to analyse current trends in the market and develop counter strategies

KU12. the following appropriate local promotional activities required for attracting potential customers: road shows mall activations exchange melas canopy promotions local contests loan melas promotional test-drives tie-ups with various body-builders (only in case of commercial vehicles) any other local activities jointly done with other agencies/ organization (banks & NBFCs) to push sales in rural / semi-urban areas

KU13. the competitive landscape including: vehicles (models/ variants) offered by competitors features & functions available in the competitor vehicle USP of the vehicle vis–vis those offered by competitors

KU14. price differentials with competitors products both in the same territory and that across the adjoining territory

KU15. in-depth knowledge and understanding of social media platforms like facebook, twitter, you tube etc. and their respective stakeholders

KU16. complete process flow for a business cycle of sales and services both

KU17. software or format used for sales and marketing presentations, reporting and surveys like ms powerpoint, mis and crm

KU18. public relation, marketing sales and community management experience etc.

KU19. statutory compliance of the government and legal aspects including local market procedures in the respective area

KU20. local customer preferences of that area and marketing peculiarities based on geographical nuances etc.

Generic Skills (GS)

User/individual on the job needs to know how to:

GS1.    create documentation required on the job (including reports, work sheets, etc.)

GS2.    create regular marketing reports and updates on the competitor activities

GS3.    create market research questionnaires and survey reports to capture customer insights

GS4.    write in at least one local language

GS5.    read & understand technical terminologies used in the automotive industry

GS6.    maintain updated knowledge on the evolving trends cutting edge developments in the automotive industry

GS7.    read the various trends available across various social media platforms

GS8.    read policies and regulations pertinent to the job

GS9.    read frameworks and design structures for various marketing related activities (like various documents which may be required for permissions to hold marketing events / activations)

GS10. read reports, presentations, targets and other details associated with business understandings

GS11. interact with the sales team of the dealership (including both front-end and back-end team) to plan & develop the overall marketing campaigns / activations and analyse the performance of the marketing campaigns on the overall sales numbers

GS12. interact with sales & marketing team of the oem to develop and monitor various brand promotion and marketing campaigns

GS13. interact with other function like service and administration in the ones own organisation

GS14. analyse the market potential for various models across the product portfolio to distribute the overall activity plan and marketing budget

GS15. take data-backed decisions for the marketing campaigns / activations through the various sales trends available for a particular micro-market

GS16. decide on the overall locations where the marketing campaigns needs to be planned to get the maximum impact

GS17. decide on the response to various queries on the social media platforms basis the overall trend on the brand including the technical performance & service aspects

GS18. plan work according to the required schedule and location

GS19. plan and organise activities including various marketing activations / campaigns to achieve optimised effectiveness of the marketing plan

GS20. ensure that customers requirements and related trends are assessed and aligning market strategy is designed

GS21. clarify and solve all queries generated during the implementation of the marketing plan

GS22. handle all the situations generated due to improper execution of any marketing strategy

GS23. evaluate customer feedbacks and reviews for effectiveness of the marketing plan by

ensuring proper checks and report them

GS24. ensure customer satisfaction and experience enhancements in all activities

Assessment Guidelines:

1. Criteria for assessment for each Qualification Pack will be created by the Sector Skill Council. Each Element/ Performance Criteria (PC) will be assigned marks proportional to its importance in NOS. SSC will also lay down proportion of marks for Theory and Skills Practical for each Element/ PC.

• The assessment for the theory part will be based on knowledge bank of questions created by the SSC.

• Assessment will be conducted for all compulsory NOS, and where applicable, on the selected elective/option NOS/set of NOS.

• Individual assessment agencies will create unique question papers for theory part for each candidate at each examination/training center (as per assessment criteria below).

• Individual assessment agencies will create unique evaluations for skill practical for every student at each examination/ training center based on these criteria.

• To pass the Qualification Pack assessment, every trainee should score the Recommended Pass % aggregate for the QP.

• In case of unsuccessful completion, the trainee may seek reassessment on the Qualification Pack.