Course Title: Market and promote optical products and services

Part B: Course Detail

Teaching Period: Term2 2009

Course Code: MKTG7822C

Course Title: Market and promote optical products and services

School: 155T Vocational Health and Sciences

Campus: City Campus

Program: C4207 - Certificate IV in Optical Dispensing

Course Contact: Timothy Haigh

Course Contact Phone: +61 3 9925 4846

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Nominal Hours: 60

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

The following competency unit should be undertaken before or with this unit:
• HLTOPD401A Work effectively in the ophthalmic industry

Course Description

This unit of competency describes the skills and knowledge required to promote and market optical products and services

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

HLTOPD405A Market and promote optical products and services


Analyse market information

Performance Criteria:

1.1    Identify industry promotional products and services range
1.2    Identify, research and analyse market and target audience
1.3    Describe demographics in terms of customer segments
1.4    Monitor market environment in a consistent manner to ensure information is current and reliable
1.5    Identify the legal, ethical and environmental constraints of the market and their potential effect on the sale of products and services


Develop marketing strategies

Performance Criteria:

2.1    Develop a profile of users and potential users of the organisation and maintain this as part of the organisation strategic and business plan
2.2    Assess alternative marketing strategies and techniques
2.3    Base marketing strategies on reliable data, market environment and substantiated trends
2.4    Develop marketing and promotional strategies that are appropriate for venue, product and needs of clients
2.5    Develop promotional materials and make available to target groups


Employ marketing strategies

Performance Criteria:

3.1    Schedule marketing activities within appropriate timeframes
3.2    Liaise with product supplier for promotional materials in accordance with organisation policies.
3.3    Develop measurable performance targets
3.4    Ensure product and service information is accurate and readily available to clients
3.5    Submit promotional and marketing strategies for approval where appropriate in accordance with organisation policy.
3.6    Implement marketing strategies within budgetary constraints and legal, ethical and organisation requirements


Evaluate marketing strategies

Performance Criteria:

4.1    Monitor product, pricing and distribution policies in relation to changes in the market, marking objectives and organisation requirements
4.2    Evaluate existing promotional activities to identify their strengths and weaknesses
4.3    Set and monitor goals for service use by identified client groups in accordance with organisation procedures
4.4    Establish and utilise feedback mechanisms to review and evaluate the impact of service provision and promotional strategies
4.5    Evaluate strategies against sales turnover, client feedback and optical promotional standards.
4.6    Adjust service provision and promotional activities as appropriate
4.7    Document relevant information for ongoing analysis and management

Learning Outcomes

Details of Learning Activities

1: Read topic one in the Learner Guide.  Upon completion of topic one complete the self-assessment checklist from the learner guide.  Once you have done this progress to topic top etc.
2:  Once you have read all of the topics and completed the self-assessments you are ready to do the online self-assessment.  Please note that this is not an assessment task.  The self-assessment will check your level of understanding of the unit and provide you with some feedback.
3: Refer to the Learning and assessment guide item 13.  Familiarise yourself with the content.

Teaching Schedule

Topic 1: Analyse market information
Topic 2: Develop marketing strategies
Topic 3: Employ marketing strategies
Topic 4: Evaluate marketing strategies

Learning Resources

Prescribed Texts


Other Resources

1. Learner guide HLTOPD405A
2. Learning and Assessment Guide – Year 2
3. Additional learning materials available through the Learning Hub
4. RMIT Library (

Overview of Assessment

Assessment may consist of examinations, quizzes, practical demonstration, work based assessment or simulation, submission of your learning and assessment guide and assignments.

Assessment Tasks

Before attempting any of the below assessment tasks ensure that you agree with all self-assessment checklists in the learner guide and that you have completed the online self-assessment quiz.

1.  Complete the online test titled HLTOPD405A.  This test consists of completing a series of 10 online questions.  These questions may consist of true or false, multiple choice, short answer questions etc.  In order to pass you need to answer seven or more correct (7 out of 10).  You must pass this prior to completing assessment task 2.

2.  Refer to your learning and assessment guide (LAG) and carefully read item 13.  An RMIT University assessor will assess you on item 13 during a work-based assessment and during your compulsory attendance at blocks in year one.  In addition your assessor will include a range of verbal questions to ask during these assessments.  In addition an RMIT University assessor may talk to your employer.

3.  At the end of the semester you will be required to complete a 60-minute online examination, which will be posted online for one week (you will be notified shortly).  Please note that this examination will cover HLTCOM405B, HLTOPD404A, HLTOPD403A, HLTOPD402A HLTOPD405A and BSBCMN310A and you will only be allowed to attempt it once.  This examination will include short answers, true or false, multiple-choice, equations and other types of questions.  You will know at the end of this test if you have passed.  The pass mark is 70%.  

Please note that you will need to demonstrate competency in all 3 of these assessment tasks in order to achieve competency for this unit.

Assessment Matrix

Course Overview: Access Course Overview