Course Title: Market and promote optical products and services

Part B: Course Detail

Teaching Period: Term1 2015

Course Code: OPSC5059C

Course Title: Market and promote optical products and services

School: 155T Vocational Health and Sciences

Campus: City Campus

Program: C4318 - Certificate IV in Optical Dispensing

Course Contact: Jade Cusworth

Course Contact Phone: +61 3 9925 8382

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Timothy Haigh

+61 3 9925 8382

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


Course Description

This course 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:

HLTOPD405C Market and promote optical products and services


1. 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


2. 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


3. 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


4. 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 the next topic and continue until all topics are completed.

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 (LAG) items 2, 3, 8, 10 and 13. Familiarise yourself with the content

Teaching Schedule

SpecSavers Students are required to attend the appropriate blocks of learning as posted on Blackboard.

Topic 1: Establish a relationship with the client
Topic 2: Identify client information needs
Topic 3: Provide specific information
Topic 4: Provide prepared information to promote access to services

Learning Resources

Prescribed Texts

No Prescribed Text


Other Resources

1. Learner guide HLTOPD405C
2. Learning and Assessment Guide – Year 1
3. Additional learning materials available through the Learning Hub
4. RMIT Library (

Students should also be aware of the resources available to them at the Study and Learning Centre

Overview of Assessment

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

Assessment Tasks

1. Marketing Assignment (due dates will be posted on Blackboard)

2. Online Quiz (due dates will be posted on Blackboard)

Assessment Matrix

Course Overview: Access Course Overview