€¦ · Web view · 2018-05-22The Assistant Digital Marketing Manager/Digital Marketing...

SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR

ASSISTANT DIGITAL MARKETING MANAGER/DIGITAL MARKETING EXECUTIVE

Occupation: Assistant Digital Marketing Manager/Digital Marketing Executive

Occupation Description:

The Assistant Digital Marketing Manager/Digital Marketing Executive assists the Marketing Communication team in seeking online marketing opportunities and in managing the property's website, to maximise revenue for the property.

He/She plans and executes marketing solutions/campaigns at the property level, enabling more customised and needs-based marketing. He/She has to keep up with online market trends and new developments, and monitor competitors' pricing and online marketing activities. Identification of other online marketing opportunities to increase brand and property awareness from time to time, and management of the property's online internal channels are also part of the role.

The Assistant Digital Marketing Manager/Digital Marketing Executive also reads and analyses monthly performance reports, and strategises action plans that lead to driving an increase in business. He/She needs to maintain social media sites to ensure that all pages and entries adhere to the property's social media policies and guidelines.

Important Points to Note about this Document

This document is intended purely to provide general information to enable individuals, employers and training providers to be informed about the skills for career, training and education purposes. WDA provides no warranty whatsoever about the contents of this document, and does not warrant that the courses of action mentioned in this document will secure employment, promotion, or monetary benefits.

Copyright 2016 © Singapore Workforce Development Agency. All rights reserved. Version 1.0.

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The skills expected of the Assistant Digital Marketing Manager/Digital Marketing Executive are summarised as below:

Skill Category Skill

Business Negotiation

1. Apply Basic Negotiation Skills and Techniques

Communications

2. Write Reports

Customer Experience

3. Establish Relationships for Customer Confidence4. Monitor Guest/Customer Experience

Environmental Sustainability

5. Implement Sustainable Operations Using Green Initiatives

Infocomm Technology

6. Manage Online Information7. Perform Online Collaboration

Information and Results

8. Acquire Industry Knowledge

Leadership

9. Role Model the Service Vision

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People and Relationship Management

10. Facilitate Effective Communication and Engagement at the Workplace

11. Facilitate Effective Work Teams

Personal Management and

Development

12. Apply Emotional Competence to Manage Self and Team at the Workplace

Planning and Implementation

13. Implement Process Improvement Change

Project Management

14. Document Project Processes and Outcomes

Revenue Management

15. Apply Principles of Revenue Management

Sales and Marketing

16. Conduct Market Research17. Contribute to Marketing Campaigns18. Monitor Social Media Platforms19. Prepare Sales and Marketing Collaterals

Workplace Safety and Security

20. Monitor Workplace Safety and Security

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Skill Code BM-BN-301E-1

Skill Category Business Negotiation

Skill Sub-Category(where applicable) N/A

Skill Apply Basic Negotiation Skills and Techniques

Skill Description

This skill describes the ability to apply basic negotiation skills and techniques to achieve organisation’s desired position in a negotiation. It also includes identifying negotiation outcomes and responsibilities, preparing background information and documenting negotiation.

Knowledge and Analysis

It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.

The ability to understand:

Negotiation objectives Context of negotiation Social and cultural differences which may affect negotiations Interpersonal skills Communication and conflict resolution techniques Relevant precedents Components of minutes

Application and Adaptation

It refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.

The ability to:

Identify negotiation outcomes in commercial situations to establish organisation’s desired position in the negotiation

Identify roles and responsibilities needed to support negotiation objectives

Prepare relevant background information to understand other parties’ position

Use negotiation processes and techniques to assist in achieving desired negotiation outcomes

Record negotiations for evaluation and documentation purposes

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Innovation and Value Creation

It refers to the ability to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.

The ability to:

Identify opportunities to strive for negotiation outcomes to add value to the organisation

Social Intelligence and Ethics

It refers to the ability to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.

The ability to:

Manage self to maintain composure and self-confidence when conducting negotiations

Learning to Learn

It refers to the ability to develop and improve one’s self within and outside of one’s area of work.

The ability to:

Engage in self-reflection to identify own areas for improvement in negotiation techniques

Improve own negotiation techniques by subscribing to learning channels and participating in review platforms with supervisors and peers to enhance own negotiation skills

Range of Application

(where applicable)

It refers to the critical circumstances and contexts that the skill may be demonstrated.

N/A

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Version Control

Version Date Changes Made Edited by

BM-BN-301E-1 1-Sep-16 Initial Version WDA and STB

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Skill Code BM-COM-304E-1

Skill Category Communications

Skill Sub-Category(where applicable)

N/A

Skill Write Reports

Skill Description

This skill describes the ability to write reports for submission. It also includes identifying the objectives and structure of the reports, drafting and proofreading, and seeking feedback to improve the reports.




Types of reports Sections of a report Report writing techniques Elements of a well-written report Methods of displaying data



The ability to:

Identify objectives of report in accordance with organisational procedures to meet organisational requirements

Consult relevant stakeholders to outline and structure reports Draft reports to effectively convey information to readers Proofread reports to minimise errors Submit reports to relevant stakeholders for their necessary

action

Innovation andValue Creation


The ability to:

Seek feedback from relevant stakeholders to determine areas of improvement

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The ability to:

Adhere to organisational code of conduct, values and ethics when writing reports to ensure quality and integrity

Learning to LearnIt refers to the ability to develop and improve one’s self within and outside of one’s area of work.

The ability to:

Engage in self-reflection to identify own areas for improvement in report writing

Improve own report writing techniques by subscribing to learning channels to enhance own report writing skills for workplace application


(where applicable)


N/A

Version Control


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Skill Code SVCF-CS-301C-1Skill Category Customer

ExperienceSkill Sub-Category(where applicable) N/A

Skill Establish Relationships for Customer Confidence

Skill Description

This skill describes the ability to build customer confidence in the organisation and develop customer relationships that build customer loyalty. It also includes handling service opportunities and escalated service challenges.




Methods to develop knowledge of organisation’s product or service offerings

Methods to establish customer rapport Types of follow up from customer interactions Types of service opportunities Types of escalated service challenges Methods to respond to service opportunities Methods to respond to escalated service challenges



The ability to:

Develop knowledge of organisation’s product or service offerings and customer profile

Respond to service opportunities to build customers’ confidence in the organisation

Follow up on customer interactions in accordance with the organisation’s guidelines



The ability to:

Build customer rapport with customers to increase customer loyalty and confidence in the organisation

Propose mutually acceptable solutions to escalated service challenges in accordance with the organisation’s service recovery procedures

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N/A

Learning to LearnIt refers to the ability to develop and improve one’s self within and outside of one’s area of work.

The ability to:

Stay abreast of the organisation’s product or service offerings through product launches or brochures to ensure the latest information is provided to customers


(where applicable)


Customer rapport refers to the gaining of trust and confidence of customers in the organisation’s product or service. Organisations may wish to build rapport with customers to increase customer confidence in their product or service.

Customer confidence refers to the trust which customers have in an organisation’s product or service.

Escalated service challenges are unresolved service challenges escalated by service professionals.

Version ControlVersion Date Changes Made Edited by

SVCF-CS-301C-1 1-Sep-16 Initial Version WDA and STB

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Skill Code HAS-CEX-3001-1.1 Skill Category Customer Experience


N/A

Skill Monitor Guest/Customer ExperienceSkill Description This skill describes the ability to prepare and conduct service

performance audits on site. It also includes the ability to analyse service performance outcomes and implement actions for service performance improvement.




Service performance standards and outcomes Methods of implementing service performance improvement

solutions Guidelines for scheduling audit plans Job roles and tasks of service staff Methods for data collation Principles of effective communication and interpersonal

techniques



The ability to:

Prepare service performance audits Conduct service performance audits on site Analyse service performance outcomes Implement actions for service performance improvement



N/A

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The ability to:

Seek co-operation from colleagues to participate in service performance audits for monitoring guests/customers’ experiences

Learning to Learn


The ability to:

Evaluate own role and responsibilities for monitoring guests/customers’ experiences


(where applicable)


Regulatory guidelines must include:

Workplace Safety and Health Act Innkeepers’ Act

Hotels Licensing Regulations Consumer Protection (Fair Trading Act) Factory Act

Version Control


HAS-CEX-3001-1.1 1-Sep-16 Initial Version WDA and STB

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Skill Code HAS-ENV-4001-1.1Skill Category Environmental

SustainabilitySkill Sub-Category(where applicable) N/A

Skill Implement Sustainable Operations Using Green Initiatives

Skill Description

This skill describes the ability to promote understanding and awareness of sustainability programmes. It also includes providing support to the implementation of sustainability strategies, monitoring and reviewing sustainability programmes and activities.




Organisational sustainability strategies, tools and resources Relevant industry sustainability guidelines Principles of effective communication and interpersonal

techniques Links between sustainability strategies and other aspects of

organisation strategy Impact of changes on sustainable work process improvements Effectiveness of sustainability programme and activities

against best practices



The ability to:

Promote understanding and awareness of sustainability programmes

Provide support to the implementation of sustainability strategies

Monitor and review sustainability programmes and activities



N/A

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The ability to:

Demonstrate belief in organisation's sustainability programmes when communicating them to staff

Learning to Learn


The ability to:

Keep abreast of changes to Industry sustainability guidelines


(where applicable)It refers to the critical circumstances and contexts that the skill may be demonstrated.

Legal and other organisational guidelines must include:

3R Programme for Hotels by National Environmental Agency (NEA)

Building and Construction Authority’s Green Mark Standard Singapore Service Class Award ISO 9001-2008 Quality Management Systems ISO 14001 Environmental Management Systems ISO 20121 Event Sustainability Management Systems APEX-ASTM Environmentally Sustainable Meeting Standards Global Reporting Initiative (GRI) Event Organizer Sector

Supplement (EOSS) Eco-certification e.g. Singapore Environment Council's Eco-

Office

Version Control


HAS-ENV-4001-1.1 1-Sep-16 Initial Version WDA and STB

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Skill Code ES-FSI-308G-1

Skill Category Infocomm Technology


N/A

Skill Manage Online Information

Skill Description

This skill describes the ability to define and meet information needs. It also includes searching for online information securely using appropriate search engines and social media applications and evaluating and creating online information by applying appropriate considerations and practices.




Concepts of information Concepts relating to online information Concepts relating to the use of search engines Concepts relating to the use of social media applications Concepts relating to organisation of online information Concepts relating to creation of online information



The ability to:

Search for online information to meet information requirements using appropriate search techniques for search engines and social media applications

Evaluate online information obtained against information requirements by applying a set of evaluation criteria

Organise online information to meet information requirements by applying appropriate considerations

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The ability to:

Create online information for delivery by applying appropriate considerations



The ability to:

Record and acknowledge sources of information Seek permission for use of online information

Learning to Learn


The ability to:

Review and check information content before publication


(where applicable)


N/A

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Version Control


ES-FSI-308G-1 1-Sep-16 Initial Version WDA and STB

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Skill Code ES-FSI-309G-1

Skill Category Infocomm Technology


N/A

Skill Perform Online Collaboration

Skill Description

This skill describes the ability to demonstrate knowledge of the key concepts of online collaboration and apply skills to set up collaborative tools and services. It also includes performing online interaction and learning and using online collaborative tools and mobile technology.




Concepts relating to online collaboration Concepts relating to cloud computing Common setup features for online collaboration Concepts relating to online storage solutions Concepts relating to common web-based productivity

applications Types of common social media tools to support online

collaboration Implications of uploading posts and photos on social media Concepts relating to online learning environment Concepts relating to mobile collaboration Security considerations for use of mobile devices Concepts relating to mobile applications



The ability to:

Perform online collaboration, interaction and learning using appropriate functions of online collaborative tools and services

Perform mobile collaboration securely using mobile applications and appropriate functions of mobile devices

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The ability to:

Synchronise content between devices to allow easier access to information and improve efficiency



The ability to:

Set up collaborative tools and services in accordance to specific online collaboration requirements

Learning to Learn


The ability to:

Participate in online learning by completing online courses and activities such as quizzes


(where applicable)


N/A

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Version Control


ES-FSI-309G-1 1-Sep-16 Initial Version WDA and STB

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Skill Code SVCF-IR-301E-1Skill Category Information and

ResultsSkill Sub-Category(where applicable) N/A

Skill Acquire Industry Knowledge

Skill Description

This skill describes the ability to analyse the impact of internal and external trends on the organisation. This also includes gathering relevant information and monitoring trends relevant to the industry in which the organisation operates in.




Types of information relevant to the industry in which the organisation operates in

Role of trade bodies and government agencies relevant to the industry in which the organisation operates in

Industry and sector in which the organisation operates in Internal and external trends in the industry and sector Methods to analyse impact of internal and external trends on

the industry in which the organisation operates in Types of networks relevant to the organisation’s industry



The ability to:

Gather information relating to the industry in which the organisation operates

Monitor internal and external trends relevant to the industry in which the organisation operates in



The ability to:

Analyse internal and external trends and understand their impact on the organisation

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The ability to:

Communicate relevant trends to colleagues to enable better understanding of the industry in which the organisation operates in

Learning to Learn


The ability to:

Stay updated with industry trends by subscribing to industry journals or participating in industry network events


(where applicable)


Types of information relevant to the organisation’s industry must include:

New and emerging technologies Service operations processes Service-related trends Legislation Safety Market intelligence Employment Professional development

Role of trade bodies and government agencies relevant to the industry in which the organisation operates in must include: Improving organisation’s competitiveness and profitability Representing the organisation’s interest at all levels of the

legislative and regulatory process Supplying information and providing advice to the organisation Promoting market opportunities Promoting innovation and technology transfer Offering commercial benefits Promoting collaboration between organisations Promoting networking opportunities

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Version ControlVersion Date Changes Made Edited by

SVCF-IR-301E-1 1-Sep-16 Initial Version WDA and STB

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Skill Code SVCF-LS-301C-1

Skill Category Leadership


N/A

Skill Role Model the Service Vision

Skill Description

This skill describes the ability to demonstrate the characteristics of a role model and promoting a customer-centric culture within the team to achieve service excellence. It also includes encouraging a team in service delivery and monitoring the performance of the team and oneself.




Characteristics of a role modelOrganisation’s vision, mission and valuesMethods to demonstrate the organisation’s vision, mission and valuesMethods to encourage team to deliver serviceMethods to promote a customer centric cultureMethods to monitor performance of self and team



The ability to:

Demonstrate the characteristics of a role model that reflect the organisation's vision, mission and values

Promote a customer-centric culture within the service environment to achieve service excellence

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N/A



The ability to:

Encourage team to deliver service in accordance with organisation guidelines

Learning to Learn


The ability to:

Monitor performance of self and team to ensure consistency with the organisation’s guidelines through customer feedback


(where applicable)


A role model sets an example for others by walking the talk and acting in ways that are consistent with organisational vision, goals and objectives. This must include:

Performing tasks at all levels of the team structure Employing effective communication techniques Displaying the qualities and characteristics of a service

professional

A customer-centric culture is one where there is strong desire for teams to provide value-added, positive consumer experience that leads to sustained competitive advantage in both the short-term and long-term for organisational success.

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Version Control


SVCF-LS-301C-1 1-Sep-16 Initial Version WDA and STB

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Skill Code ES-IP-301G-1 Skill Category People and Relationship Management


N/A

Skill Facilitate Effective Communication and Engagement at the Workplace

Skill Description This skill describes the ability to promote the use of effective communication within a team. It also includes using conflict resolution and negotiation strategies as well as building rapport with colleagues, stakeholders and customers.




Barriers to effective communication Methods to coach staff in using effective communication

techniques Organisational and professional standards relating to

communication Ways that various types of diversity issues affect one’s

communication and negotiation with others in the workplace Ways to validate information and history of conflict Possible causes, sources and benefits of conflict Sources of additional information, expert advice and mediation

to assist in conflict issues and assessment of a conflict situation

Conflict resolution approaches and their characteristics Appropriate communication techniques for conflict resolution

and negotiation and their characteristics Negotiation styles and their characteristics Ways to confirm resolution of conflict and types of agreed

follow-up action



The ability to:

Maintain channels of communication to update staff on latest and relevant work-related information according to organisational communication policies and procedures

Promote effective communication among staff taking into account diversity issues

Assess conflict situation and develop appropriate conflict resolution strategies to negotiate issues towards a mutually acceptable outcome

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The ability to:

Seek opportunities for growth and innovation and new ways of thinking as well as additional management options



The ability to:

Communicate organisational communication policies and procedures to staff and monitor their compliance

Use appropriate communication techniques and tools to suit different communication styles of people in formal and informal settings

Learning to Learn


The ability to:

Resolve conflict using appropriate conflict resolution strategies, approaches and techniques


(where applicable)


N/A

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Version Control


ES-IP-301G-1 1-Sep-16 Initial Version WDA and STB

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Skill Code ES-IP-302G-1

Skill CategoryPeople and Relationship Management

Skill Sub-Category(where applicable) N/A

Skill Facilitate Effective Work Teams

Skill Description

This skill describes the ability to facilitate work team activities and improve a team’s performance by promoting ownership and commitment amongst team members. It also includes working on goals and targets set, maintaining positive relationships and providing support and opportunities for individual and team contributions.




Rationale for communicating thoughts and feelings to justify a position and responsibilities assigned to team members

Importance of the different roles in a team for achieving team goals and objectives

Principles for setting goals and targets for individual and team Characteristics of diversity and its impact on the relationship

among team members Importance of creating opportunities for team members to

contribute ideas and skills Differences between constructive and destructive criticism Communication techniques to facilitate a discussion



The ability to:

Provide resources, assistance and support needed by team members to complete projects or work activities

Analyse project control reports and performance assessment results to ascertain team performance and provide feedback and criticism to team members using appropriate communication techniques

Involve team members in the planning of work activities to promote ownership and commitment to work plan

Delegate duties and responsibilities taking into consideration the competencies of individual team members

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The ability to:

Provide opportunities for team members to contribute ideas and skills and maintain positive relationships amongst them



The ability to:

Provide and clarify with team members on work-related information using appropriate communication techniques

Communicate thoughts and feelings to justify a position and responsibilities assigned to team members and persuade and influence them

Communicate to team members the importance and interdependence of each role and promote the benefits of diversity within the team

Communicate and agree on individual and team goals and targets to be achieved

Communicate team performance and related issues of concern to management and provide recommendations to address them

Learning to Learn


The ability to:

Respond to criticism to provide possible resolutions and seek improvement

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(where applicable)


N/A

Version Control


ES-IP-302G-1 1-Sep-16 Initial Version WDA and STB

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Skill Code ES-PMD-303G-1

Skill CategoryPersonal Management and Development


N/A

Skill Apply Emotional Competence to Manage Self and Team at the Workplace

Skill Description

This skill describes the ability to apply self-awareness techniques and model emotional intelligence principles to facilitate an understanding and management of oneself and others in a team. It also includes cultivating a positive emotional culture in the workplace.




Differences between cognitive intelligence and emotional intelligence

Aspects of emotional intelligence Importance of emotional intelligence Benefits of applying emotional intelligence at work Different platforms to facilitate expression of thoughts and

feelings by team members Importance of developing emotional intelligence to build

positive relationships Domains of emotional intelligence and their applications Methods for development of emotional intelligence and its

features

Application and AdaptationIt refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.

The ability to:

Assess emotional states of team members and respond appropriately to emotional cues, taking into consideration the different cultures and background of team members

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The ability to:

Promote a positive emotional climate at the workplace

Social Intelligence and EthicsIt refers to the ability to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.

The ability to:

Model behaviours that demonstrate application of emotional intelligence

Demonstrate flexibility and adaptability in dealing with team members and making decisions, taking their emotions into account

Provide opportunities for team members to express their thoughts and feelings and assist them in understanding the effects of their behaviour and emotions on others at the workplace

Encourage team members to develop their own emotional intelligence to build positive relationships among one another to achieve team goals

Learning to Learn


The ability to:

Recognise own emotional states, the causes of those emotional states and its effects on own and team’s performance and interpersonal relationships at the workplace

Conduct self-reflection and gather feedback from team members to identify personal strengths and weaknesses for development of own emotional intelligence

Range of Application(where applicable)It refers to the critical circumstances and contexts that the skill may be demonstrated.

Definition of cognitive intelligence must include:

Intellectual abilities such as logic, reason, reading, writing, analysing and prioritising

Definition of emotional intelligence must include:

Awareness of own emotions and ability to regulate them Awareness of the emotions of others and the ability to use the

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knowledge to manage interactions with others

Aspects of emotional intelligence must include: Understanding oneself, personal goals, intentions, responses,

behaviour and all Understanding others and their feelings

Domains of emotional intelligence must include: Knowing one’s emotions Managing one’s emotions Motivating oneself Recognising and understanding others’ emotions Managing relationship through use of emotional intelligence

Behaviours that demonstrate application of emotional intelligence must include: Paying attention to other’s body language, tone of voice and

facial cues Taking interest in team members and their work Acknowledging and showing appreciation for team members’

contributions Demonstrating common feelings with team members (e.g.

excitement, disappointment, et cetera) Responding to team members taking into account their profile

and cultural differences and in ways that suit their individual styles (e.g. responding in a clear and strict manner, responding with a soft approach, etc.)

Applying empathy to others at the workplace Recognising impact of personal emotions on others Seeing setbacks as situational and circumstantial rather than a

pervasive personal flaw

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Version Control


ES-PMD-303G-1 1-Sep-16 Initial Version WDA and STB

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Skill Code HAS-PNI-3001-1.1

Skill Category Planning and Implementation


N/A

Skill Implement Process Improvement Change

Skill DescriptionThis skill describes the ability to confirm areas for process improvement. It also includes the ability to implement, monitor and finalise process improvement change.




Guidelines for confirming areas for process improvement Guidelines for determining well-defined process improvement

objectives Guidelines for developing action plans for implementing

process improvement change Guidelines for checking effectiveness of process improvement

change Policy and procedures on developing plan for implementing

process improvement change Methods of data analysis Guidelines for integrating new recommendations in process

improvement plan Steps in obtaining approval from process stakeholders



The ability to:

Confirm areas for process improvement Implement process improvement change Monitor process improvement change Finalise process improvement change

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N/A



The ability to:

Communicate with stakeholders to establish concerns in implementation of process improvement change

Learning to Learn


The ability to:

Examine own role and performance between achieved outcomes and objectives of organisation


(where applicable)


Types of legal requirements includes:

Workplace Safety and Health Act Innkeepers’ Act Hotels Licensing Regulations Consumer Protection (Fair Trading Act) Factory Act

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Version Control


HAS-PNI-3001-1.1 1-Sep-16 Initial Version WDA and STB

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Skill Code BM-PM-306E-1Skill Category Project

ManagementSkill Sub-Category(where applicable) N/A

Skill Document Project Processes and Outcomes

Skill Description

This skill describes the ability to execute project documentation processes. It also includes identifying documentation policies, creating templates for filing, implementing documentation procedures and storing documents for future retrieval.




Organisational processes to identify and store documents Types of project templates



The ability to:

Identify project documentation processes and policies relating to recording and retrieving of essential project data throughout the project lifecycle

Create necessary project templates for filing purposes Execute project documentation procedures to ensure

adherence to project documentation plan Collect and store documents upon project closure and hand-off

stage or phase to ensure easy retrieval in the future



The ability to:

Evaluate effectiveness of project documentation process and identify areas for improvement

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The ability to:

Adhere to organisational code of conduct, values and ethics when documenting project processes and outcomes to ensure information integrity and accuracy for auditing purpose

Learning to Learn


The ability to:

Study best practices in project documentation process and ascertain its applicability to the organisation


(where applicable)


N/A

Version Control


BM-PM-306E-1 1-Sep-16 Initial Version WDA and STB

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Skill Code HAS-REV-4001-1.1Skill Category Revenue

Management


N/A

Skill Apply Principles of Revenue Management

Skill Description

This skill describes the ability to apply concepts and key characteristics of revenue management. It also includes understanding key performance indicators (KPI) of rooms revenue management and profitability, and applying the principles of value-based pricing for a best available rate strategy.




Principles of revenue management, as applied to rooms revenue management

KPI of rooms revenue management and profitability Measurement of revenue management strategies Interpretation of benchmark reports generated for the

organisation and competitors Market segmentation through customer definition Calculation of internal and external performance

measurements in revenue management Creation of a competitor set Value based pricing and pricing models



The ability to:

Apply concepts of revenue management, using the organisation’s rooms inventory

Create operational road maps for rooms allocation and pricing Determine break-even points and profitability Determine the market segments and demand drivers of the

organisation Create forecasting dashboards and use key metrics to develop

working forecasts Calculate performance measurements, which include

occupancy, ADR, RevPAR, TrevPAR, and GOPPAR, FMS, ARI, MPI and RGI

Interpret benchmark reports generated on the organisation and competitors

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Innovation andValue Creation


The ability to:

Create a competitor set to perform competitor analysis against the organisation's KPI



The ability to:

Communicate the organisation’s rooms revenue management to other team members

Learning to Learn


The ability to:

Seek ways to improve reservation confirmation rates, using revenue management strategies


(where applicable)


N/A

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Version Control


HAS-REV-4001-1.1 1-Sep-16 Initial Version WDA and STB

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Skill Code BM-SM-301E-1Skill Category Sales and

MarketingSkill Sub-Category(where applicable) N/A

Skill Conduct Market Research

Skill Description

This skill describes the ability to conduct market research to meet organisational needs. It also includes preparing for and conducting market research, analysing data findings and reporting findings to relevant stakeholders.




Sources of information Market research principles and practices Potential respondents Sampling techniques Considerations for data entry, cleaning and coding Techniques for data manipulation Methods of displaying data Considerations in displaying data Methods of interpreting data Components of research reports



The ability to:

Confirm market research study objectives with immediate supervisors to ensure common understanding on purpose of research

Conduct background research to understand market research study objectives

Select and implement research methodologies to gather dat Analyse data to support market research study objectives Report findings to relevant stakeholders in accordance with

organisational procedures for review and decision-making

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The ability to:

Seek inputs from supervisors and peers on the proposed research methodologies to make improvements to enhance data gathering



The ability to:

Adhere to organisational code of conduct, values and ethics when conducting market research to ensure information integrity for decision-making

Learning to Learn


The ability to:

Engage in self-reflection to identify own areas for improvement in conducting market research

Improve own capability in conducting market research by subscribing to diverse learning channels to enhance workplace performance


(where applicable)


N/A

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Version Control


BM-SM-301E-1 1-Sep-16 Initial Version WDA and STB

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Skill Code BM-SM-307E-1Skill Category Sales and

MarketingSkill Sub-Category(where applicable) N/A

Skill Contribute to Marketing Campaigns

Skill Description

This skill describes the ability to support marketing campaigns. It also includes executing implementation plans, participating in continuous testing cycle to improve marketing campaigns and reporting findings to relevant stakeholders.




Components of implementation plan Objectives of a marketing campaign Marketing activities Importance of a consistent integrated marketing campaign Means of conducting pilot tests Direct mail offer components Marketing metrics



The ability to:

Execute implementation plans to support marketing campaigns in consultation with relevant stakeholders

Report findings and recommendations to relevant stakeholders for review in accordance with organisational procedures



The ability to:

Participate in a continuous testing cycle of marketing campaigns’ effectiveness to identify areas of improvement

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The ability to:

Demonstrate empathy and appreciation of others' views and issues when working with stakeholders to execute implementation plans for marketing campaigns to maintain positive working relationships

Learning to Learn


The ability to:

Improve own competency in executing implementation plans for marketing campaigns by subscribing to diverse learning channels and participating in discussion platforms with supervisors and peers to enhance workplace performance


(where applicable)


N/A

Version Control



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Skill Code BM-SM-313E-1

Skill Category Sales and Marketing


N/A

Skill Monitor Social Media Platforms

Skill Description

This skill describes the ability to monitor social media platforms. It also includes identifying appropriate platforms for subscription, tracking users’ trends as well as escalating issues to stakeholders and replying to user responses.



The ability to understand: Objectives of monitoring social media platforms Social media monitoring tools Users of social media platforms Considerations during keyword searches Considerations when navigating and trouble shooting in

individual social media platforms



The ability to:

Set up accounts on social media platforms in consultation with relevant stakeholders to meet organisational marketing communications strategy

Track social media platforms used by organisation to understand trends in user opinions

Reply to user responses using organisational templates to engage users

Escalate issues to relevant stakeholders in accordance with organisational procedures to determine appropriate responses for follow up



The ability to:

Research on user profile and extend of engagement of available social media platforms to identify potential platforms for subscription to increase outreach

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The ability to:

Adhere to organisational code of conduct, values and ethics when monitoring social media platforms to uphold organisation’s image

Learning to Learn


The ability to:

Keep abreast of market trends and developments on social media monitoring tools to enhance own knowledge for workplace application


(where applicable)


N/A

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Version Control



52



Skill Code BM-SM-304E-1

Skill Category Sales and Marketing


N/A

Skill Prepare Sales and Marketing Collaterals

Skill Description

This skill describes the ability to develop sales and marketing collaterals. It includes liaising with various parties to design, develop and print the collaterals as well as evaluating the effectiveness of collaterals to recommend improvements in designs.




Information needed to produce collaterals Content of collaterals Factors in designing collaterals Profile of target customer groups Printing process of collaterals Legal, regulatory, ethical and socio-cultural constraints related

to the development of sales and marketing collaterals



The ability to:

Liaise with internal / external parties to design and develop sales and marketing collaterals to convey required marketing proposition

Monitor production to ensure that sales and marketing collaterals are completed according to relevant organisational guidelines / policies



The ability to:

Evaluate effectiveness of sales and marketing collaterals to recommend improvements in future designs

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The ability to:

Apply emotional intelligence to guide one’s thinking and actions to maintain positive working relationships when working with stakeholders to develop sales and marketing collaterals

Learning to Learn


The ability to:

Augment own knowledge related to development of sales and marketing collaterals by subscribing to diverse learning channels and discussion platforms to ensure continuous learning for workplace application


(where applicable)


N/A

Version Control



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Skill Code HAS-WSS-4001-1.1Skill Category Workplace Safety

and SecuritySkill Sub-Category(where applicable) N/A

Skill Monitor Workplace Safety and Security

Skill Description

This skill describes the ability to identify workplace safety and security concerns and inspect safe usage of equipment. It also includes monitoring responses to emergencies and safeguarding the privacy and security of property, guests/customers.




Guidelines on work hazards and unsafe work practises related to the Workplace Safety and Health Act

Manufacturer’s instructions on safe usage of equipment Usage of appropriate Personal Protective Equipment (PPE) Guidelines for monitoring and maintenance of equipment

Guidelines for assisting emergency services providers and reporting potential safety or security concerns



The ability to:

Identify workplace safety and security concerns Inspect safe usage of equipment Monitor responses to emergencies Safeguard privacy and security of property, guests/customers



The ability to:

Set up communication channels to report on potential safety or security concerns

Social Intelligence The ability to:

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and Ethics


Seek co-operation amongst colleagues to safeguard privacy and security of property, guests/customers

Learning to Learn


The ability to:

Keep abreast of changes to organisational facilities and work areas, in consideration of workplace safety and security


(where applicable)


Types of legal requirements must include:

Workplace Safety and Health Act Innkeepers’ Act Hotels Licensing Regulations Consumer Protection (Fair Trading Act) Factory Act

Version Control


HAS-WSS-4001-1.1 1-Sep-16 Initial Version WDA and STB

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Definitions of the Five (5) Domains

Domain Definition


Knowledge includes the gathering of facts and information through traditional and digital forms. Analysis involves the cognitive processing, integration and inspection of single or multiple sources of facts and information required to perform work tasks and activities and takes into consideration, the work contexts in which the tasks and activities are carried out. The result of knowledge and analysis produce judgements on work tasks/activities/issues/areas, and the conceptualisation of solutions to solve problems at work.


Application involves the ability to perform work tasks and activities defined by the requirements of the occupation. Adaptation involves the ability to react to and manage the changes in the work contexts. The result of application and adaptation leads to the production of psycho-motor actions and behavioural reactions to the work tasks/activities/issues/areas, and the execution of the planned solutions to solve problems at work.


Innovation includes the ability to generate purposive ideas to improve work performance and/or enhance business values that are aligned to the organisational goals. As a result of innovation, the organisation is able to reap the values from individual or team contributors to achieve organisational growth.


Social intelligence includes the ability to appreciate and use affective factors in leadership, relationship and diversity management guided by professional codes of ethics as effective individuals or team contributors.

Learning to Learn

Learning-to-learn includes the ability to improve on self-development within and outside of one’s area of work. It involves the continual inspection of one’s knowledge, analytical, application, adaptive, innovative and social skills that are needed to perform the work optimally and/or solve problems effectively.

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