Free Marketing Manager LOB Course (6Months)
Marketing Manager LOB:
Brief Job Description
A Marketing Manager – LOB is responsible for developing and maintaining marketing strategies to meet agreed company objectives and evaluate customer research, market conditions, competitors data and implement marketing plan alterations as needed.
Personal Attributes
The individual should have knowledge of a wide range of marketing techniques and concepts. The individual should be an excellent communicator and should be interested in motivating people. Effective working team relationships with all support departments are required to be maintained in this job. The individual should have good understanding of Indian and worldwide automotive developments. This job requires persuasiveness and good business awareness.
Plan and organise work to meet expected outcomes:
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:
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:
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
Supervise and evaluate performance:
Elements and Performance Criteria
Supervise & evaluate performance of all subordinates and reporting executives
To be competent, the user/individual on the job must be able to:
PC1.. set goals and targets as per organisational directives for all reporting executives
PC2.. create quantified measures and metrics to analyse the performance deliveredby subordinates
PC3.. set tangible and achievable incentives for subordinates as per the goals andtargets assigned
PC4.. ensure and implement strict adherence of all activities performed bysubordinates to organisational guidelines
PC5.. monitor and supervise all the activities performed by subordinates and ensureoptimisation to achieve the set goals
PC6. evaluate performance of subordinates and reporting executives on thedesigned measures and metrics as per the guidelines of the Ogranization
PC7.. assist and support reporting executives whenever necessary or applicable
PC8.. document all performance indicators and metrics of subordinates in theprescribed format of organisation
PC9.. perform all appraisal related process flow for subordinates, as per respectiveperformance documents
PC10. handover all the documents and appropriate support measures to humanresources department for official records
PC11. ensure and implement proper process flow for feedbacks and queries receivedfrom subordinates
Knowledge and Understanding (KU)
The individual on the job needs to know and understand:
KU1. standard operating procedures of the organisation for appraisals, incentives, promotions and performance evaluation
KU2. operating procedures for query and problem reporting and their redressal in the organisation
KU3. framework and guidelines prescribed by the organisation for query and problem redressal
KU4. framework and guidelines prescribed by the organisation for performance evaluations and
based appraisals out of it
KU5. documentation requirements for each procedure carried out as part of roles and responsibilities
KU6. institutional and professional code of ethics and standards of practice
KU7. safety and health policies and regulations for the workplace
KU8. documentation requirements for appraisals and other performance evaluations of various subordinate positions
KU9. process flow for performance evaluation, documentation and appraisals related with them
KU10. subordinate and reporting executives problems and queries and documenting it in the organisations prescribed format
KU11. redressal documentations mechanisms available in the organization and actingaccordingly in a timely manner
KU12. software or Format such as MS Word, Excel, PowerPoint and Management Information System (MIS) as prescribed by the organization
Generic Skills (GS)
User/individual on the job needs to know how to:
GS1. communicate information and ideas in writing so that the subordinates andpeers can understand
GS2. create documents required on the job (including requirement sheets, querysheets, response or feedback sheets etc.)
GS3. write at least one local language
GS4. read reviews from subordinates in terms of their requirements, queries andfeedbacks
GS5. read appraisal documents related with any of subordinating position
GS6. read policies and regulations pertinent to the job
GS7. interact with all subordinates to understanding their requirements, queries and feedbacks on various aspects within the organisation
GS8. interact with organisations internal stakeholders to ensure efficient performance evaluation of the subordinates leading to higher levels of satisfaction and motivation
GS9. analyse information and evaluate results amongst the various available options or metrics on the performance indicators to choose best way to motivate subordinates through: rewards and recognition schemes promotion transfer to other work stream nominate for an executive training any other monetary or non-monetary benefits
GS10. plan work on a daily basisto ensure higher levels of motivated within the teamsupervising wherever required and giving freedom and independence to thesubordinates to ensure high quality work output with minimum superiorguidance leading to holistic development of the subordinate
GS11. ensure all activities performed by subordinates and reporting executives is in sync with broader organisational goals to ensure higher customer satisfaction
GS12. analyse all the queries or problems posted by subordinates and find an appropriate solution acceptable to the subordinates
GS13. deliver and act as per the organisation provided/guided resolutions
GS14. evaluate and identify all key requirements of the subordinates and try to solvevarious issues to ensure higher motivational levels
GS15. assess additional cost burden as a result of various incentives schemes and other rewards & recognition schemes for the subordinates and take an optimum decision to ensure the overall profitability of the organisation
GS16. assess additional cost burden as a result of various incentives schemes and other rewards & recognition schemes for the subordinates and take an optimum decision to ensure the overall profitability of the organisation
Design the marketing plan:
Elements and Performance Criteria
Design the overall marketing plan
To be competent, the user/individual on the job must be able to:
PC1. . conduct market research in order to identify market requirements for current and future products
PC2. . develop pricing strategies to balance firm objectives and for better customer satisfaction
PC3. . identify, develop, and evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and mark-up factors
PC4. . evaluate the financial aspects of OEM product development, such as budgets, expenditures, research and development appropriations, and return-on-investment and profit-loss projections
PC5. . formulate, direct and coordinate marketing activities and policies to promote products and services, working with advertising and promotion managers
PC6. . direct the hiring, training, and performance evaluations of marketing and sales staff and oversee their daily activities
PC7. . negotiate contracts with vendors and distributors to manage OEM product distribution, establishing distribution networks and developing distribution strategies
PC8. . consult with product development personnel on product specifications such as design, colour, and packaging
PC9.. compile lists describing product or service offerings
PC10.. select products and accessories to be displayed at trade or special production shows
Knowledge and Understanding (KU)
The individual on the job needs to know and understand:
KU1. standard operating procedures of the organisation/ dealership about brand promotion and expansion.
KU2. documentation requirements for each procedure carried out as part of roles and responsibilities
KU3. organisational and professional code of ethics and standards of practice
KU4. safety and health policies and regulations for the workplace
KU5. how to conduct market research in order to identify market requirements for current and future products
KU6. how to study and compare competitors’ products and services.
KU7. how to identify potential customers and developing strategies to communicate with them
KU8. how to present findings and suggestions based on research conducted to company directors or other senior managers.
KU9. how to develop pricing strategies for OEM products
KU10. product establishment objectives, market characteristics, and cost and mark-up factors
KU11. financial aspects of OEM product development, such as budgets, expenditures, research and development appropriations, and return-oninvestment and profit-loss projections
KU12. how to develop distribution and network expansion strategies
KU13. how to prepare lists describing product or service offerings of OEM products
Generic Skills (GS)
User/individual on the job needs to know how to:
GS1. ability to communicate information and ideas in writing so others will understand
GS2. write in at least one language
GS3. ability to read and understand information and ideas presented in writing
GS4. read policies and regulations pertinent to the job
GS5. give full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times
GS6. interact with employees to ensure proper usage of designed marketing strategies
GS7. communicate with employees to make them understand the use of marketing tools designed
GS8. analyse the needs of customers and clients to design proper marketing strategy
GS9. plan work assigned on a daily basis
GS10. ensure proper implementation of marketing strategies designed
GS11. ensure that customers needs and requirements are assessed
GS12. ensure that the designed strategies are aligned with the needs of the sales function
GS13. identifying complex problems and reviewing related information to develop and evaluate options and implement solutions
GS14. handle unfavourable comparisons of the marketing strategies with competitors products
GS15. ensure that the marketing strategies are hurdle-free for the potential customer
GS16. liaise with OEM sales function to ensure all arrangements and documentation are done on time
GS17. analyse unique marketing tools that are required in the organization
GS18. use logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems
Supervise implementation of marketing plan:
Elements and Performance Criteria
Ensure proper implementation of marketing plan and overall product communication
To be competent, the user/individual on the job must be able to:
PC1.. design incentive plans and framework for the effective implementation of marketing plan
PC2.. deliver all marketing activity within the agreed budget
PC3.. direct marketing staff where budgets are devolved
PC4.. supervise in searching and finalising potential partner relationships for better product development and promotion
PC5.. ensure proper execution of marketing strategies
PC6.. measure success of new and existing functionalities by taking user feedback
PC7.. use sales forecasting and strategic planning to ensure the sale and profitability of products, lines, or services, analysing business developments and monitoring market trends
PC8.. confer with legal staff to resolve problems, such as copyright infringement and royalty sharing with outside producers and distributors
PC9.. coordinate and participate in promotional activities and trade shows, working with developers, advertisers, and production managers, to market products and services
PC10.. advise business and other groups on local, national, and international factors affecting the buying and selling of products and services
PC11.. consult with buying personnel to gain advice regarding the types of products or services expected to be in demand
PC12.. conduct economic and commercial surveys to identify potential markets for products and services
Knowledge and Understanding (KU)
The individual on the job needs to know and understand:
KU1. standard operating procedures of the organisation/ dealership about brand promotion and expansion
KU2. documentation requirements for each procedure carried out as part of roles and responsibilities
KU3. organisational and professional code of ethics and standards of practice
KU4. safety and health policies and regulations for the workplace
KU5. how to monitor and analyse market trends
KU6. how to conduct economic and commercial surveys to identify potential markets for products and services
KU7. how to present findings and suggestions to company directors or other senior managers
KU8. how to identify target markets and developing strategies to communicate with them
KU9. how to develop incentive plans for sales function
KU10. methods and techniques of taking feedback from customers about measure success of new and existing functionalities by taking user feedback
KU11. local, national, and international factors affecting the buying and selling of products and services
Generic Skills (GS)
User/individual on the job needs to know how to:
GS1. ability to communicate information and ideas in writing so others will understand
GS2. write in at least one language
GS3. ability to read and understand information and ideas presented in writing
GS4. read policies and regulations pertinent to the job
GS5. give full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times
GS6. interact with employees to ensure proper usage of designed marketing strategies
GS7. communicate with employees to make them understand the use of marketing tools designed
GS8. analyse the needs of customers and clients to design proper marketing strategy
GS9. plan work assigned on a daily basis
GS10. ensure proper implementation of marketing strategies designed
GS11. ensure that customers needs and requirements are assessed
GS12. ensure that the designed strategies are aligned with the needs of the sales function
GS13. identifying complex problems and reviewing related information to develop and evaluate options and implement solutions
GS14. handle unfavourable comparisons of the marketing strategies with competitors products
GS15. ensure that the marketing strategies are hurdle-free for the potential customer
GS16. liaise with OEM sales function to ensure all arrangements and documentation are done on time
GS17. analyse unique marketing tools that are required in the organization
GS18. use logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems
Assessment Guidelines:
- 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.
