CIBTAC LEVEL 4 DIPLOMA IN SPA AND SALON
MANAGEMENT
CBD11
QAN – 600/3328/9
Qualification Syllabus
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CONTENTS
1. Structure of the CIBTAC Level 4 Diploma in Spa and Salon Management………………….. 3
2. Strategy for Delivery………………………………………………………………………………………………………… 3
3. Assessment Strategy ………………………………………………………………………………………………………. 4
4. Mandatory Units ………………………………………………………………………………………………………………. 6
Management of health, safety and security in the salon………………………………………………………… 6
Salon management………………………………………………………………………………………………………………12
Sales management in the hair and beauty sector…………………………………………………………………25
Public relations (PR) in the hair and beauty sector……………………………………………………………….32
Marketing in the hair and beauty sector………………………………………………………………………………..38
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The CIBTAC Level 4 Diploma in Spa and Salon Management is aimed at preparing therapists with skills
required for work in spas and salons in a management position.
1. Structure of the CIBTAC Level 4 Diploma in Spa and Salon Management
1.1 The structure of the CIBTAC Level 4 Diploma in Spa and Salon Management is made up of five
mandatory units to achieve the qualification.
1.2 The Mandatory units are the following:
T111: Management of health, safety and security in the salon
T114: Salon Management
T115: Sales management in the hair and beauty sector
T116: Public relations (PR) in the hair and beauty sector
T113: Marketing in the hair and beauty sector
2. Strategy for Delivery
2.1 The strategy for the delivery of the units that make up the CIBTAC Level 4 Diploma in Spa and Salon
Management is built upon the concept of a competence based training programme supported by
additional learning time.
2.2 The delivery of the programme may vary according to the centre and may be delivered in any format
that supports the Guided Learning Hours (GLH) for each unit. Guided Learning is ‘the activity of a
Learner in being taught or instructed by – or otherwise participating in education or training under the
immediate guidance or supervision of – a Lecturer, Supervisor, Tutor or other appropriate provider of
education or training’. This includes ‘the activity of being assessed if the assessment takes place
under the immediate guidance or supervision of a Lecturer, Supervisor, Tutor or other appropriate
provider of education or training’
2.3 Each unit within the CIBTAC Level 4 Diploma in Spa and Salon Management is made up of the
following GLH:
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| Qualification title | QAN number |
Qualification code |
Level | Pre-requisites | |
| CIBTAC Level 4 Diploma in Spa and Salon Management |
600/3328/9 | CBD11 | 4 | None required | |
| Mandatory units | UAN number | Unit code | Level | Credit value |
GLH |
| Management of health, safety and security in the salon | T/507/8911 | T111 | 4 | 8 | 44 |
| Salon Management | L/507/8915 | T114 | 4 | 10 | 50 |
| Sales management in the hair and beauty sector | A/507/8912 | T115 | 4 | 9 | 47 |
| Public relations (PR) in the hair and beauty sector | F/507/8913 | T116 | 4 | 10 | 42 |
| Marketing in the hair and beauty sector | J/507/8914 | T113 | 3 | 6 | 32 |
| 43 | 215 | ||||
| TQT | 430 |
2.4 The CIBTAC Level 4 Diploma in Spa and Salon Management is made up of 215 mandatory GLH.
2.5 All units within the CIBTAC Level 4 Diploma in Spa and Salon Management are preparation for work
units which are based on capability and knowledge.
3. Assessment Strategy
3.1 This qualification will be assessed using a variety of assessment methods. All assessments will be
undertaken internally by the Centre appointed assessors. The CIBTAC External Verifier will visit the
Centre and will review evidence as well as observing general overall standards of the Centre
3.2 In preparation for this Learners must successfully complete evidence to meet the assessment criteria
to demonstrate knowledge for each unit. All units are internally assessed. The evidence of these
assessments must be captured within portfolios.
i. Assignment:
a. this applies only to Units T111: Management of health, safety and security in the salon, T114:
Salon Management, T115: Sales management in the hair and beauty sector, T116: Public
relations (PR) in the hair and beauty sector, T113: Marketing in the hair and beauty sector
b. the assignments will be set by CIBTAC and marked by the Centre
3.3 Retake policy
Learners are permitted to sit 2 re-sits in unsuccessful units in the 2 years following the initial exam. If they
are still unsuccessful after that, the Learner must re-register for these units and complete the course of
study again, before sitting the complete examination. This applies to theory aspects. A unit certificate will
be provided for all successfully completed units.
3.4 The grading schemes are as follows:
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To gain a qualification all units must be passed or achieved. Portfolio only units will be designated
“achieved” or “not achieved”. All units are graded pass or refer. If a Learner is unsuccessful in any
area, they will be re-assessed only in the unit where they have not achieved a pass grade. The
remainder of the results will stay in the CIBTAC system until all units have been achieved.
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4. Mandatory Units
| UNIT TITLE: | Management of health, safety and security in the salon |
| UNIT CODE: | T111 |
| Ofqual URN: | T/507/8911 |
| TYPE OF UNIT: | Mandatory |
| LEVEL: | 4 |
| CREDIT: | 8 |
| GUIDED LEARNING HOURS: |
44 |
| UNIT AIM AND PURPOSE | |
| This unit is will enable the Learner to become more confident in the evaluation and identification of areas for improvement in relation to the management of health, safety and security within the Salon environment. |
|
| UNIT INTRODUCTION | |
| The unit will introduce the Learner to the implementation, reviewing and evaluation processes necessary to effectively manage health, safety and security practices in the Salon. |
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| LEARNING OUTCOME 1: Be able to manage health, safety and security practices in the Salon |
| ASSESSMENT CRITERIA – The Learner can |
| 1.1 evaluate the reliability and effectiveness of a risk assessment • importance of risk assessments • legal requirements • methods of evaluation • identification of workplace irregularities • eradication of discrepancies between workplace and legal requirements • importance of feedback 1.2 analyse the importance of health, safety and security practices • methods of analysis and interpretation of assessment results • compliance with data protection 1.3 justify proposals and recommendations for health, safety and security practices • non discriminatory procedures and policies • national and local legislation 1.4 evaluate compliance with newly implemented and existing health safety and security practices • methods of evaluation • benefits and limitations of compliance • co-operation of staff required • communication • professional approach 1.5 explain the importance of compliance with health, safety and security practices • internal policies and procedures • staff awareness |
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| • duty of care • compliance with requirement of insurance policies • local and national policies governing health safety and security practices 1.6 describe how to manage improvement to increase compliance with health, safety and security practices • staff training • CPD • roles and responsibilities within organisations 1.7 explain the importance of regularly evaluating health, safety and security practices within a salon • methods of evaluation • staff and Client feedback • reviewing and recording feedback • maintaining records for accurate comparisons • compliance with data protection and current legislation |
| LEARNING OUTCOME 2: Be able to implement health, safety and security practices in the Salon |
| ASSESSMENT CRITERIA – The Learner can |
| 2.1 conduct a risk assessment of health, safety and security practices • knowledge and application of the five stages of risk assessment across all areas • employer’s obligations, responsibilities and duties following appropriate national and local legislation • provision and maintenance of a safe working environment • identifying, recognising and documenting potential hazards in line with legislation and company policies • knowledge of employee responsibilities • correct handling of risks, swift counter actions and/or obtaining appropriate assistance • reporting of problems to the appropriate authorities in line with legislation and industry codes of |
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| practice • penalties for non-compliance • improvement notice • prohibition notice • RIDDOR 2.2 conduct an assessment of the effectiveness of health, safety and security practices • analysis of health, safety and security practices • storage and use of materials and equipment • staff response to hazards, accidents and emergencies • correct and appropriate waste disposal • national and local legislation • fire and evacuation procedures • appropriateness of external assembly points • fire fighting equipment • clear traffic routes and points of exit • protection of staff, stock, equipment, premises, personal belongings, money, personal records, security breaches • indemnity procedures • documentation and completion of accurate records • workplace monitoring and co-ordination of work schedules to maintain adequate supervision • first aid procedures and policies • compliance with COSHH regulations 2.3 recommend modifications to existing health safety and security practices • identifying potential hazards and implementing necessary safe guards • conduct meetings to review health, safety and security policies and practices |
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| • guidelines for working within range of expertise • establishment safeguards for management, employees and clients • relevant licences and insurances • staff support and training programmes 2.4 implement new health, safety and security practices based on outcomes of the assessment • any particular rights, restrictions and acts applicable to health, safety and security in the workplace • code of practice or ethics • insurance and professional association membership • record keeping • employees working standards • disciplinary procedures • directives outlining roles and responsibilities • compliance issues • levels of authority and reporting levels • installation of new equipment • introduction of new policies and procedures • improvements to employee morale and productivity 2.5 manage improvement to increase compliance with health, safety and security practices • staff awareness of current legislation and regulations • staff development and continued professional development • disability discrimination |
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| ASSESSMENT METHODOLOGY |
| Portfolio The Learners understanding of this unit will be assessed through the successful completion of assignment seven set by CIBTAC and marked by the Centre. External Examinations There are no external examinations for this unit. For examination purposes CIBTAC Examiners will sample the assignment during the examination schedule. |
| Practical Theory PortfolioLO1 LO2Completed portfolio to be signed off by the Centre and presented to the Examiner for sampling |
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| UNIT TITLE: | Salon management |
| UNIT CODE: | T114 |
| Ofqual URN: | L/507/8915 |
| TYPE OF UNIT: | Mandatory |
| LEVEL: | 4 |
| CREDIT: | 10 |
| GUIDED LEARNING HOURS: |
50 |
| UNIT AIM AND PURPOSE | |
| The aim of this unit is to develop the Learners managerial capabilities to enable them to oversee the effective running of a Salon, its products and services, within hair, holistic, sport, spa or beauty related industries. This unit will enable the Learner to become confident in the implementation of quality management processes to ensure that high quality services are provided and that the operational objectives of the business are met. |
|
| UNIT INTRODUCTION | |
| This unit provides awareness in the Learner of the importance of legislation and regulations regarding employment law. They will learn how to manage staff, analyse data for planning purposes and monitor working practices. This unit will also give greater insight into methods of maintaining and increasing Salon revenue and effective evaluation of methods of stock control, maintenance and replacement. |
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| LEARNING OUTCOME 1: Be able to plan the management of products and services in the salon |
| ASSESSMENT CRITERIA – The Learner can |
| 1.1 produce a plan with operational objectives for the management of products and services • operational objectives • products and equipment • services • ‘signature’ treatments, treatment menus and packages 1.2 analyse data for use in management planning • budgets • cash flow • cost analysis • business plan • target setting 1.3 allocate staff to meet operational objectives identification of personnel requirements to meet operational objectives 1.4 devise and implement salon requirements for staff to prepare themselves, the client and work area for service(s) • treatment environment and working area • preparation of treatment area • equipment • products • work wear |
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| • personal appearance and behaviour • client care and comfort • therapist’s treatment preparation • procedures used to prepare the client for treatment • legislation and working practices • any particular rights, restrictions, acts and charters applicable to salon treatments • record keeping in accordance with confidentiality procedures • awareness of voluntary regulatory groups where they exist 1.5 monitor working practices by reviewing different client consultations, services and client records • interpret the client experience to monitor and improve working practices and treatment procedures • review client consultation processes • different client consultations • services and treatments • client records • customer satisfaction • customer feedback • identify client expectations and treatment requirements • the importance of home and aftercare advice • the importance of retail in the maintenance of treatment effects 1.6 evaluate stock levels, tools, equipment and facilities with regard to the salon’s clientele utilise client feedback to review customer satisfaction and treatment requirements, to ascertain stock and equipment levels and facility suitability and to improve customer service and working practices 1.7 plan methods of maintaining and increasing salon revenue |
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| • review customer satisfaction and treatment requirements • current trends • review of working practices • review of revenue forecast • analysis of competitors • new innovations 1.8 evaluate methods of stock control, maintenance and replacement • the importance of managing stock control • methods and procedures used for stock control, maintenance and replacement • methods of storing stock correctly 1.9 explain the importance of planning operational objectives to manage products and services • business plan • sales targets • developing operational objectives • strategic management and goals • management of staff, facilities, equipment, tools and stock levels • workforce planning to meet objectives and staffing requirements • maintaining and increasing staff morale, motivation and workforce participation • improving working practices • evaluation of staffing levels, facilities, equipment, tools and stock levels to maintain professional operations 1.10 explain how data is used in management planning • outline of data required for management planning • budgets |
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| • sales forecasts • sales targets • cash flow • cost analysis • analysis of data • spread sheets • databases • methods of presenting data for management planning • reporting 1.11 explain how to allocate staff to meet operational objectives • identification of personnel requirements to meet operational objectives • the methods and processes of recruiting staff • importance of recruitment and selection procedures when employing staff • interview techniques and procedures • contractual regulations governing employment, legislation and staffing implications • outline of contract of employment • employer role and responsibility • employee role and responsibility • staff salary structure methods and importance of improving staff performance and maintaining motivation performance reviews • staff development |
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| 1.12 describe the salon requirements for staff to prepare themselves, the client and work area for service(s) • treatment environment and working area: quiet, clean and hygienic working surrounding, the most efficient form of sterilisation and sanitisation in the salon, the best form of waste removal in the salon (particularly when contaminated), provide sufficient professional equipment and products to perform the treatments fully, establish suitable treatment room, couch and trolley layout, recognise the importance of room layout and ambience • therapist appearance and behaviour: appropriate attire including professional work wear, full, flat shoes, socks with trousers, natural tights with skirts, no jewellery, except a wedding band and stud earrings, short, clean fingernails with no enamel, good personal hygiene, no body odour, no bad breath, no perfume, no chewing of gum or sucking of sweets, hair neat, clean and tied back – not on the collar or face • therapist to wash own hands before, during and after treatment, as necessary • punctuality • only working within own scope of practice • do not make false claims • do not discuss or put down other salons • do not diagnose • client care and preparation • remove all jewellery, except wedding band on client • procedures used to ensure client care and comfort • pre and post treatment hygiene 1.13 explain legislation and working practices • any particular rights, restrictions, acts and charters applicable to salon treatments e.g. health and safety at work act, general products safety regulations, cosmetic products (safety) regulations, data protection act, legal framework relating to people and settings with which the practitioner is involved, e.g. mental health act, children act, moral rights which are not recognised by law • organisational policies |
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| • any relevant complaints systems and methods of access • records which the therapist is responsible for completing in relation to rights and responsibilities • code of good practice and ethics • insurance and professional association membership • legislation which relates to the work being carried out, the environment and the client with whom the therapist is working • awareness of national occupational standards and voluntary regulatory groups where they exist 1.14 outline the criteria by which client consultations, services and client records are reviewed • interpret the client experience to monitor and improve working practices and treatment procedures • review client consultation processes • different client consultations • services and treatments • client records • customer satisfaction • identify client expectations and treatment requirements • the importance of home and aftercare advice • the importance of retail in the maintenance of treatment effects • review customer satisfaction and treatment requirements • current industry trends • review of working practices • review of revenue forecast • utilise client feedback to review customer satisfaction and treatment requirements in order to improve customer service and working practices |
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| 1.15 explain how to maintain stock levels, tools, equipment and facilities in a salon • types of stock • methods of stock control i.e. first in, first out, date • stock value • minimum stock and reorder level • stock book • stock cards • coding • radio frequency identification (RFID) • stock security • stock taking • maintenance of tools and equipment i.e. PAT testing • maintenance of facilities 1.16 explain how to maintain and increase salon revenue • definition of productivity • the reasons why it is important for a business to achieve high productivity • the importance of productivity in measuring business performance • business plan • weekly, monthly and annual sales targets • staff motivation |
| LEARNING OUTCOME 2: Be able to undertake salon management duties |
| ASSESSMENT CRITERIA – The Learner can |
| 2.1 manage the salon in a professional manner the role of manager: • management of staff, facilities, equipment, tools and stock levels |
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| • finance • human resources • marketing • publicity • IT • implementation of health, safety and security working practices in line with current legislation • formulating treatment menus in line with business concept • developing operational objectives for services and treatments • workforce planning to meet objectives and staffing requirements • maintaining and increasing staff morale, motivation and workforce participation • improving working practices • evaluation of staffing levels, facilities, equipment, tools and stock levels to maintain professional operations • managing budgets and business finance • analysing data for use in management planning • maintaining and increasing business revenue 2.2 implement health and safety working practices in line with relevant legislation • methods of monitoring health and safety • methods of using and storing equipment and materials safely • safe working practices • security • ensuring that all staff are appropriately trained and have knowledge of required legislation • key staff roles and responsibilities |
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| • first aid • fire safety • accident reporting • electrical safety • COSHH and data sheets • risk assessment and management • security procedures • handling emergencies in the work environment 2.3 use workforce planning to assess employee requirements • identification of staffing requirements to meet operational objectives • workforce planning to meet objectives and staffing requirements • evaluation of staffing levels, facilities, equipment, tools and stock levels to maintain professional operations 2.4 provide clear recommendations for the improvement of working practices • interpret the Client experience to monitor and improve working practices and treatment procedures • review Client consultation processes • different Client consultations • services and treatments • client records • customer satisfaction identify Client expectations and treatment requirements • the importance of home and aftercare advice • the importance of retail in the maintenance of treatment effects • review customer satisfaction and treatment requirements |
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| • current trends in treatments • review of working practices • review of revenue forecast • utilise Client feedback to review customer satisfaction and treatment requirements in order to improve customer service and working practices 2.5 evaluate own communication and management style • self assessment • reflective practice 2.6 describe factors that must be considered when implementing health and safety working practices • current legislation • risk assessment and management • key staff roles and responsibilities • ensuring that all staff are appropriately trained and have knowledge of required legislation 2.7 explain the role of appraisal and management schemes within the organisation • methods and importance of improving staff performance and maintaining motivation • clear lines of reporting • performance reviews • staff appraisals • staff development 2.8 describe the factors that influence working relationships, including lines of authority, role and responsibilities of employees, objectives associated with working relationships employment opportunities, job descriptions, outlining roles, responsibilities, lines of authority and progression routes for example: employed, self employed, receptionist, junior therapist, therapist, senior therapist, product trainer,consultant , manager, director, health care sector, spas, clinics, salons, voluntary |
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| sector, principles of working in a team including roles and responsibilities, career pathways 2.9 evaluate the importance of providing clear recommendations for the improvement of workplace practices • review customer satisfaction and requirements • interpret the client experience to monitor and improve working practices and procedures • current industry trends • feedback from staff • review of working practices • utilise client feedback to review customer satisfaction and requirements to improve working practices • current legislation 2.10 describe contractual regulations of employment and how legislation affects employment in the Salon • the methods and procedures for recruiting staff • importance of recruitment and selection procedures when employing staff • interview techniques • contractual regulations governing employment, legislation and staffing implications • outline of contract of employment • employer role and responsibility • employee role and responsibility • staff salary structure 2.11 assess factors to be considered when employing subcontractors • criteria for selection of sub contractors • management of subcontractors and types of contracts |
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| ASSESSMENT METHODOLOGY |
| Portfolio The Learners understanding of this unit will be assessed through the successful completion of assignment eleven set by CIBTAC and marked by the Centre. External Examinations There are no external examinations for this unit. For examination purposes CIBTAC Examiners will sample the assignment during the examination schedule. |
| Practical Theory PortfolioLO1 LO2Completed portfolio to be signed off by the Centre and presented to the Examiner for sampling |
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| UNIT TITLE: | Sales management in the hair and beauty sector |
| UNIT CODE: | T115 |
| Ofqual URN: | A/507/8912 |
| TYPE OF UNIT: | Mandatory |
| LEVEL: | 4 |
| CREDIT: | 9 |
| GUIDED LEARNING HOURS: |
47 |
| UNIT AIM AND PURPOSE | |
| The aim of this unit is to develop the Learners’ abilities to evaluate the importance of sales and selling skills within the hair and beauty sector. This unit will enable the Learner to become confident in the evaluation and identification of areas for improvement in relation to retail, not only for the business as a whole but for individual employees’ target setting. |
|
| UNIT INTRODUCTION | |
| This unit will enable the Learner to develop knowledge of the skills and techniques involved in evaluating not only their own retail ability but also the performance of others. They will understand how to set retail targets, whilst also learning how to interpret buying signals and how to communicate effectively to close a sale. On completion of this unit the Learner will have a growing awareness of what is involved in sales management |
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| LEARNING OUTCOME 1: Be able to evaluate how to improve the selling skills of employees in the hair and beauty sector |
| ASSESSMENT CRITERIA – The Learner can |
| 1.1 review the ability to identify selling situations and opportunities • definition of selling • principles and role of selling within the hair and beauty sector • situations and opportunities for selling in the hair and beauty sector • communication • listening • winning and closure 1.2 review the selection and use of sales and communication techniques as appropriate during a sales interaction • selling and communication techniques i.e. telemarketing, person to person, direct mail • importance of personal professional image 1.3 evaluate the use of different sales and communication techniques • different methods of communication used in selling • selling techniques 1.4 evaluate the use of negotiation skills • communication • listening • appropriate use of language 1.5 evaluate the use of client care skills following a sale |
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| • rapport • trust • open questioning • benefit matching • closing the sale • after sales support • referrals 1.6 explain how to select the most appropriate sales techniques for the situation • telemarketing • person to person sales • direct mail • the internet 1.7 explain the importance of having product/treatment knowledge when selling • market research • the importance of knowledge of the target market • importance of specialist knowledge in relation to market, product and treatments • consumer confidence 1.8 suggest techniques and strategies to improve sales skills and performance • roles and qualities of the salesperson • training methods used to improve selling skills • customer service • staff development |
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| • sales targets and methods of increasing revenue • communication skills 1.9 analyse the importance of managing clients when selling • consumer behaviour • buying signals • the stages of the selling process • winning and closure • client management and care during and following a sale 1.10 explain how negotiation skills can affect a sales interaction • the selling process • communication 1.11 explain the importance of providing client care following a sale • referrals • additional retail opportunities • marketing support 1.12 explain the ethical and legal requirements when selling Legal and ethical requirements Consumer Protection Act 1987 Trades Descriptions Act 1972 Supply of Goods and Services Act 1982 The Sale and Supply of Goods Act 1994 The Sale and Supply of Goods to Consumers Regulations 2002 The Unfair Contract Terms Act 1977 The Unfair Terms in Consumer Contracts Regulations 1999 |
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| LEARNING OUTCOME 2: Be able to evaluate how to improve sales within businesses in the hair and beauty sector |
| ASSESSMENT CRITERIA – The Learner can |
| 2.1 Investigate consumer behaviour and the impact this has on selling • consumer behaviour • buying signals • the stages of the selling process • Client management and care during and following a sale 2.2 conduct a competitor analysis • the importance of competitor analysis • competitiveness 2.3 produce a sales forecast • the methods and importance of sales forecasting • outline of data required for sales forecasting • methods of sourcing and analysis of data • spread sheets • databases • methods of presenting data for sales forecasting 2.4 produce sales targets based on the sales forecast Sales target documentation 2.5 evaluate training methods used to improve selling • target setting • incentives • customer service |
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| 2.6 analyse the importance of knowing the target clients and their typical consumer behaviour • market research • the importance of knowledge of the target market • consumer behaviour 2.7 investigate ways to create competitiveness within the business • promotions • staff incentives • client incentives 2.8 evaluate the use of sales forecasts • budgets • cash flow 2.9 explain the importance of producing sales targets • forecasting • operational objectives • short and long-term goals • cash-flow • stock control • resources 2.10 explain how training methods can be used to improve sales • continuous professional development • staff motivation • staff incentives |
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| ASSESSMENT METHODOLOGY |
| Portfolio The Learners understanding of this unit will be assessed through the successful completion of assignment eight set by CIBTAC and marked by the Centre. External Examinations There are no external examinations for this unit. For examination purposes CIBTAC Examiners will sample the assignment during the examination schedule. |
| Practical Theory PortfolioLO1 LO2Completed portfolio to be signed off by the Centre and presented to the Examiner for sampling |
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| UNIT TITLE: | Public relations (PR) in the hair and beauty sector |
| UNIT CODE: | T116 |
| Ofqual URN: | F/507/8913 |
| TYPE OF UNIT: | Mandatory |
| LEVEL: | 4 |
| CREDIT: | 10 |
| GUIDED LEARNING HOURS: |
42 |
| UNIT AIM AND PURPOSE | |
| The aim of this unit is to develop the Learners’ abilities to evaluate the importance of Public Relations (PR) and how this role differs from advertising and marketing. This unit will enable the Learner to become confident in the identification of methods of PR campaigning, the advantages and disadvantages of those methods and the evaluation processes that can be applied to measure success. |
|
| UNIT INTRODUCTION | |
| This unit will enable the Learner to develop an understanding of the role of Public Relations and the importance of effective PR to the success of a business. This unit will look at methods of PR management, roles and responsibilities, the current trends and evaluation processes that can be applied, to help measure the success of PR, whilst understanding the differences between marketing, advertising and PR. |
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| LEARNING OUTCOME 1: Be able to carry out PR activities in the hair and beauty sector |
| ASSESSMENT CRITERIA – The Learner can |
| 1.1 investigate the roles and responsibilities of a PR officer • plan, develop and implement PR campaigns • communication with colleagues, the media and others • write and edit press releases • manage PR input on company website • analyse and respond to media coverage • plan and organise tasks • oversee production of publicity materials i.e. brochures, hand outs, posters, photographs, promotional DVD’s etc. • organise events i.e. press conferences • Co-ordinate media buying and advertising space • organise event participation i.e. exhibitions • co-ordinate in-house publications i.e. magazines • co-ordinate photo opportunities • commission and evaluate market research • PR crisis management • analysis of future trends 1.2 investigate the advantages and disadvantages of different PR activities the PR activities of a business within the hair and beauty sector i.e. open days, press releases, exhibition work, advertising |
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| 1.3 investigate current trends in PR • the influence of the internet • current trends i.e. social responsibility, sustainability, green issues 1.4 evaluate how PR objectives can benefit a business • provision of information • product awareness • reinforcing the brand • identification of target audience • stimulating demand • targets and business objectives 1.5 evaluate the difference between marketing and PR, and advertising and PR • definition of marketing • the principles of marketing • different market research techniques used to gather information • definition of public relations • the principles of PR • different types of promotional methods and activities • definition of advertising • the principles of advertising • different techniques used to advertise • 1.6 evaluate PR tools and the PR campaign process • PR objectives • components of a PR campaign and the timescales involved in the process • return on investment |
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| • understand how to manage a PR crisis in hair and beauty sector 1.7 investigate issue management and the impact this has on PR activities • identification of issue • crisis management • assessment of problem • short-term and long-term effects • containment • opportunities arising • risk assessment 1.8 analyse PR ethics and the code of practice • current legislation • industry codes of practice 1.9 assess the importance of communication in a crisis • information source • PR response • response time • methods of communication 1.10 analyse the legal issues resulting from a crisis • negative publicity • litigation |
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| LEARNING OUTCOME 2: Conduct a PR campaign within the hair and beauty sector |
| ASSESSMENT CRITERIA – The Learner can |
| 2.1 conduct a PR campaign within the hair and beauty sector • components of a PR campaign • research • executive summary or overview • introduction • problem or opportunity statement • situation analysis • internal factors analysis • external factors analysis • identifying publics, customers, producers, enablers, limiters • goals and objectives • key messages • strategies and tactics to be used in the pr campaign • action strategies • communication strategies • timescales or activity calendar • budget • crisis issues • crisis management plan • evaluation of the results |
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| ASSESSMENT METHODOLOGY |
| Portfolio The Learners understanding of this unit will be assessed through the successful completion of assignment nine set by CIBTAC and marked by the Centre. External Examinations There are no external examinations for this unit. For examination purposes CIBTAC Examiners will sample the assignment during the examination schedule. |
| Practical Theory PortfolioLO1 LO2Completed portfolio to be signed off by the Centre and presented to the Examiner for sampling |
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| UNIT TITLE: | Marketing in the hair and beauty sector |
| UNIT CODE: | T113 |
| Ofqual URN: | J/507/8914 |
| TYPE OF UNIT: | Mandatory |
| LEVEL: | 4 |
| CREDIT: | 6 |
| GUIDED LEARNING HOURS: |
32 |
| UNIT AIM AND PURPOSE | |
| The aim of this unit is to develop the Learner’s awareness and understanding of the important role of successful marketing within hair, holistic, sport, spa or beauty related industries. This unit is will enable the Learner to become confident in the implementation of market research projects and the skills and techniques required for evaluation of the collected data, whilst utilising these skills to promote a business. |
|
| UNIT INTRODUCTION | |
| This unit will enable the Learner to carry out market research into the Hair and Beauty sector and analyse the findings. This unit will take a closer look at market research techniques, the principles and practices involved and how to evaluate the effectiveness of a promotional activity, as well as methods of data analysis. |
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| LEARNING OUTCOME 1: Be able to carry out market research in the hair and beauty sector |
| ASSESSMENT CRITERIA – The Learner can |
| 1.1 carry out market research in the hair and beauty sector • identification of requirements • research objectives • sources of data • methods of research • timescales or activity calendar • budget • evaluation of the results 1.2 analyse data collected from market research carried out in the hair and beauty sector • quantitative research • qualitative research • primary and secondary data • analysis of data collected 1.3 Produce a marketing plan to promote and enhance a business in the hair and beauty sector • rationale for marketing plan • mission statement • table of contents • internal and external analysis – i.e. current products, current target market, current competitor analysis, PEST analysis etc. • SWOT analysis • marketing objectives and strategies • target market |
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| • marketing tactics • schedules for implementation • budgets and financial data • return on investment • performance analysis 1.4 describe the principles of marketing • definition of marketing • marketing mix, the 4 P’s – product, pricing, promotion, place 1.5 describe how to carry out market research • marketing brief • market research expertise – in-house, agency, freelance • identification of current business situation • target market • quantitative research • qualitative research • primary and secondary data • market research techniques • analysis and interpretation of results 1.6 explain the importance of analysing data collected from market research • formulating marketing plan • marketing strategy • marketing tactics • budgets • timescales 1.7 explain the importance of producing a marketing plan that will promote and enhance the business • the role of the marketing plan • identification of marketing objectives • identification of target market |
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| • identification of products, services and treatments • identification of competitors • analysis of data collected through market research • marketing strategy • marketing tactics • budgets • return on investment • timescales |
| LEARNING OUTCOME 2: Be able to promote hair and beauty products, services and treatments |
| ASSESSMENT CRITERIA – The Learner can |
| 2.1 promote a hair and beauty product, service or treatment based on a marketing plan • promotional aims and objectives • marketing plan • methods of promotion 2.2 communicate effectively when promoting a hair and beauty product, service or treatment • good communication skills • effective communication • demonstrate appropriate body language at all times • interpersonal distance • trust • professionalism, confidence and enthusiasm • confidentiality • personal effectiveness: with colleagues, as part of team, with clients, with suppliers, with others • methods of communication used to promote products, services and treatments i.e. written word, verbal presentation, demonstration of products, services or treatments 2.3 evaluate the effectiveness of the promotional activity and marketing plan |
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| • marketing strategy • marketing tactics • performance indicators 2.4 explain the important role of advertising and PR in promoting a hair and beauty product, service or treatment • creates awareness of business products and services • provides information • business growth 2.5 describe the different promotional methods and activities advertising, the internet, newspapers, magazines, the radio, directories, word of mouth, press releases, press kit, promotional events, sampling, point of sale displays, merchandising, loyalty cards, price reductions, competitions, after sales service, bonus retail product packs, treatment programme schemes, newsletters, fact sheets 2.6 explain the importance of effective communication when promoting a hair and beauty product, service or treatment • accurate information • brand identification • corporate image • business growth 2.7 explain the importance of evaluating the effectiveness of promotional methods and activities and marketing plan • business risk analysis • operational objectives • marketing and publicity strategies • finance • budgets • return on investment |
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| ASSESSMENT METHODOLOGY |
| Portfolio Learners understanding of this unit will be assessed through the successful completion of assignment ten set by CIBTAC and marked by the Centre External Examinations There are no external examinations for this unit. For examination purposes CIBTAC Examiners will sample the assignment during the examination schedule. |
| Practical Theory PortfolioLO1 LO2Completed portfolio to be signed off by the Centre and presented to the Examiner for sampling |