Assessor Resource

BSBMKG509
Implement and monitor direct marketing activities

Assessment tool

Version 1.0
Issue Date: April 2024


This unit describes the skills and knowledge required to implement, monitor and evaluate effectiveness of direct marketing activities in accordance with an organisation’s marketing plan.

This unit applies to individuals working in marketing management roles who are responsible for managing a team to implement direct marketing activities for a product or service. They may work in small, medium or large enterprises and across a variety of industries.

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. Allocate responsibilities for direct marketing activities

1.1 Critically analyse criteria for setting priorities for direct marketing activities, in accordance with marketing plan and organisational direct marketing requirements

1.2 Assemble required resources to conduct direct marketing activities

1.3 Brief staff and suppliers on their budgets, timelines, roles and responsibilities

1.4 Develop forms for conducting direct marketing activities and recording responses

2. Implement direct marketing activities

2.1 Schedule work on each campaign element according to lead times required for different media and in accordance with marketing plan

2.2 Ensure staff and suppliers meet agreed production schedule and budget

2.3 Identify any likely variations in production budget, raise with relevant persons as required, and gain approval for variations

2.4 Make provisions to cover promotion overperformance

2.5 Implement direct marketing activities in accordance with direct marketing plan objectives

2.6 Ensure activities are implemented in accordance with legal and ethical requirements

3. Monitor direct marketing activities

3.1 Record responses at regular intervals throughout campaign

3.2 Identify and use evaluation criteria to determine campaign effectiveness

3.3 Determine whether campaign is overperforming

3.4 Implement new targets and procedures to capitalise on positive overperformance

3.5 Modify direct marketing activities to extinguish nonprofitable overperformance

4. Determine continuous improvement opportunities

4.1 Analyse success indicators of direct marketing campaign

4.2 Document campaign performance in accordance with organisational reporting requirements

4.3 Encourage team members to identify and propose ways to improve campaign performance

4.4 Determine, document and assign responsibilities for required improvements to future direct marketing campaigns

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. Allocate responsibilities for direct marketing activities

1.1 Critically analyse criteria for setting priorities for direct marketing activities, in accordance with marketing plan and organisational direct marketing requirements

1.2 Assemble required resources to conduct direct marketing activities

1.3 Brief staff and suppliers on their budgets, timelines, roles and responsibilities

1.4 Develop forms for conducting direct marketing activities and recording responses

2. Implement direct marketing activities

2.1 Schedule work on each campaign element according to lead times required for different media and in accordance with marketing plan

2.2 Ensure staff and suppliers meet agreed production schedule and budget

2.3 Identify any likely variations in production budget, raise with relevant persons as required, and gain approval for variations

2.4 Make provisions to cover promotion overperformance

2.5 Implement direct marketing activities in accordance with direct marketing plan objectives

2.6 Ensure activities are implemented in accordance with legal and ethical requirements

3. Monitor direct marketing activities

3.1 Record responses at regular intervals throughout campaign

3.2 Identify and use evaluation criteria to determine campaign effectiveness

3.3 Determine whether campaign is overperforming

3.4 Implement new targets and procedures to capitalise on positive overperformance

3.5 Modify direct marketing activities to extinguish nonprofitable overperformance

4. Determine continuous improvement opportunities

4.1 Analyse success indicators of direct marketing campaign

4.2 Document campaign performance in accordance with organisational reporting requirements

4.3 Encourage team members to identify and propose ways to improve campaign performance

4.4 Determine, document and assign responsibilities for required improvements to future direct marketing campaigns

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
Critically analyse criteria for setting priorities for direct marketing activities, in accordance with marketing plan and organisational direct marketing requirements 
Assemble required resources to conduct direct marketing activities 
Brief staff and suppliers on their budgets, timelines, roles and responsibilities 
Develop forms for conducting direct marketing activities and recording responses 
Schedule work on each campaign element according to lead times required for different media and in accordance with marketing plan 
Ensure staff and suppliers meet agreed production schedule and budget 
Identify any likely variations in production budget, raise with relevant persons as required, and gain approval for variations 
Make provisions to cover promotion overperformance 
Implement direct marketing activities in accordance with direct marketing plan objectives 
Ensure activities are implemented in accordance with legal and ethical requirements 
Record responses at regular intervals throughout campaign 
Identify and use evaluation criteria to determine campaign effectiveness 
Determine whether campaign is overperforming 
Implement new targets and procedures to capitalise on positive overperformance 
Modify direct marketing activities to extinguish nonprofitable overperformance 
Analyse success indicators of direct marketing campaign 
Document campaign performance in accordance with organisational reporting requirements 
Encourage team members to identify and propose ways to improve campaign performance 
Determine, document and assign responsibilities for required improvements to future direct marketing campaigns 

Forms

Assessment Cover Sheet

BSBMKG509 - Implement and monitor direct marketing activities
Assessment task 1: [title]

Student name:

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

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Result: Competent Not yet competent

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Assessment Record Sheet

BSBMKG509 - Implement and monitor direct marketing activities

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:

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