Assessor Resource

BSBMKG412
Conduct e-marketing communications

Assessment tool

Version 1.0
Issue Date: May 2024


This unit describes the skills and knowledge required to prepare electronic advertisements for use in internet, email or facsimile marketing communications, and to evaluate their effectiveness in achieving marketing objectives.

It applies to individuals working in promotional roles who are required to use electronic communications and existing business websites to effectively convey marketing communications and achieve marketing objectives in accordance with marketing or e-marketing plans.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)


Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Prepare electronic advertisements

1.1 Choose media for electronic advertisements in accordance with the organisation’s marketing (or e-marketing) strategy

1.2 Select multiple marketing channels to optimise marketing effort

1.3 Ensure copy and design elements communicate desired image, features and benefits of products or services, and suit characteristics of chosen media

1.4 Position and size each element of advertisement to achieve balance and focus

1.5 Ensure typeface selections suit product, chosen media and central message of advertisement, and that layout achieves balance in its elements including white space and margins

1.6 Ensure any added sound, animation or graphics enhance content of advertisements and do not distract from message

1.7 Ensure advertisements meet requirements of marketing strategy as well as legal and ethical requirements

2. Use business website as e-marketing tool

2.1 Identify website marketing objectives in organisation’s marketing (or e-marketing) strategy and plan

2.2 Ensure website design meets objectives and conveys required image of the business and features and benefits of its products or services

2.3 Ensure website content, site map, navigation buttons, frames and multiple pages are in accordance with marketing strategy and plan

2.4 Ensure website incorporates data recording, contacts and feedback mechanisms to allow evaluation of website as a marketing tool

3. Use e-marketing

3.1 Identify required media vehicles and website hotlinks for electronic advertisements, and negotiate contracts for website development where necessary to meet requirements of the marketing strategy, budget and legal and ethical requirements

3.2 Promote marketing channels to identified target market segments

3.3 Place or disseminate electronic advertisements in accordance with marketing strategy, media contracts, and legal and ethical requirements

4. Monitor and evaluate results of e-marketing

4.1 Monitor transmission of electronic advertisements or other e-marketing products and rectify any errors or omissions

4.2 Develop measures of effectiveness for e-marketing advertisements and monitor effectiveness

4.3 Evaluate effectiveness of e-marketing advertisements against measures of effectiveness and record outcomes in accordance with organisational requirements

4.4 Use outcomes of evaluation activities and other feedback from marketing channels to plan for improvements to e-marketing strategies and products

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Prepare electronic advertisements

1.1 Choose media for electronic advertisements in accordance with the organisation’s marketing (or e-marketing) strategy

1.2 Select multiple marketing channels to optimise marketing effort

1.3 Ensure copy and design elements communicate desired image, features and benefits of products or services, and suit characteristics of chosen media

1.4 Position and size each element of advertisement to achieve balance and focus

1.5 Ensure typeface selections suit product, chosen media and central message of advertisement, and that layout achieves balance in its elements including white space and margins

1.6 Ensure any added sound, animation or graphics enhance content of advertisements and do not distract from message

1.7 Ensure advertisements meet requirements of marketing strategy as well as legal and ethical requirements

2. Use business website as e-marketing tool

2.1 Identify website marketing objectives in organisation’s marketing (or e-marketing) strategy and plan

2.2 Ensure website design meets objectives and conveys required image of the business and features and benefits of its products or services

2.3 Ensure website content, site map, navigation buttons, frames and multiple pages are in accordance with marketing strategy and plan

2.4 Ensure website incorporates data recording, contacts and feedback mechanisms to allow evaluation of website as a marketing tool

3. Use e-marketing

3.1 Identify required media vehicles and website hotlinks for electronic advertisements, and negotiate contracts for website development where necessary to meet requirements of the marketing strategy, budget and legal and ethical requirements

3.2 Promote marketing channels to identified target market segments

3.3 Place or disseminate electronic advertisements in accordance with marketing strategy, media contracts, and legal and ethical requirements

4. Monitor and evaluate results of e-marketing

4.1 Monitor transmission of electronic advertisements or other e-marketing products and rectify any errors or omissions

4.2 Develop measures of effectiveness for e-marketing advertisements and monitor effectiveness

4.3 Evaluate effectiveness of e-marketing advertisements against measures of effectiveness and record outcomes in accordance with organisational requirements

4.4 Use outcomes of evaluation activities and other feedback from marketing channels to plan for improvements to e-marketing strategies and products

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Choose media for electronic advertisements in accordance with the organisation’s marketing (or e-marketing) strategy 
Select multiple marketing channels to optimise marketing effort 
Ensure copy and design elements communicate desired image, features and benefits of products or services, and suit characteristics of chosen media 
Position and size each element of advertisement to achieve balance and focus 
Ensure typeface selections suit product, chosen media and central message of advertisement, and that layout achieves balance in its elements including white space and margins 
Ensure any added sound, animation or graphics enhance content of advertisements and do not distract from message 
Ensure advertisements meet requirements of marketing strategy as well as legal and ethical requirements 
Identify website marketing objectives in organisation’s marketing (or e-marketing) strategy and plan 
Ensure website design meets objectives and conveys required image of the business and features and benefits of its products or services 
Ensure website content, site map, navigation buttons, frames and multiple pages are in accordance with marketing strategy and plan 
Ensure website incorporates data recording, contacts and feedback mechanisms to allow evaluation of website as a marketing tool 
Identify required media vehicles and website hotlinks for electronic advertisements, and negotiate contracts for website development where necessary to meet requirements of the marketing strategy, budget and legal and ethical requirements 
Promote marketing channels to identified target market segments 
Place or disseminate electronic advertisements in accordance with marketing strategy, media contracts, and legal and ethical requirements 
Monitor transmission of electronic advertisements or other e-marketing products and rectify any errors or omissions 
Develop measures of effectiveness for e-marketing advertisements and monitor effectiveness 
Evaluate effectiveness of e-marketing advertisements against measures of effectiveness and record outcomes in accordance with organisational requirements 
Use outcomes of evaluation activities and other feedback from marketing channels to plan for improvements to e-marketing strategies and products 

Forms

Assessment Cover Sheet

BSBMKG412 - Conduct e-marketing communications
Assessment task 1: [title]

Student name:

Student ID:

I declare that the assessment tasks submitted for this unit are my own work.

Student signature:

Result: Competent Not yet competent

Feedback to student

 

 

 

 

 

 

 

 

Assessor name:

Signature:

Date:

Assessment Record Sheet

BSBMKG412 - Conduct e-marketing communications

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

Assessor name:

Signature:

Date:

Student signature:

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