Assessor Resource

BSBMKG510A
Plan e-marketing communications

Assessment tool

Version 1.0
Issue Date: April 2024


This unit applies to managers working in advertising, public relations, marketing or promotional roles who plan electronic communications to effectively convey marketing communications messages and to support achievement of marketing objectives.

This unit applies to managers working in advertising, public relations, marketing or promotional roles who plan electronic communications to effectively convey marketing communications messages and to support achievement of marketing objectives.

This unit describes the performance outcomes, skills and knowledge required to research, prepare and evaluate an organisational e marketing plan that integrates electronic communications and website marketing in support of marketing objectives.

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

This unit describes the performance outcomes, skills and knowledge required to research, prepare and evaluate an organisational e marketing plan that integrates electronic communications and website marketing in support of marketing objectives.

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

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

Employability Skills

This unit contains employability skills.

This unit contains employability skills.



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.

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

documenting an electronic marketing strategy and plan for at least one product or service containing an action plan, schedule, costings, monitoring and evaluation methods

documenting a website marketing strategy for a product or service that meets overall organisational marketing objectives

Context of and specific resources for assessment

Assessment must ensure:

access to an actual workplace or simulated work environment

access to office equipment and resources

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

assessment of written reports outlining electronic and website marketing strategies and reports

demonstration of strategic planning techniques used to formulate the strategies and plans

direct questioning with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

observation of presentations of strategies and plans

oral or written questioning

review of authenticated documents from the workplace or training environment

review of testimony from team members, colleagues, supervisors or managers

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

BSBMKG412A Conduct e-marketing communications

other marketing units

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.

Required skills

communication and negotiation skills to negotiate contracts and implement marketing strategies

culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities

literacy skills to interpret requirements and write marketing and electronic marketing plans

technology skills to use a range of computer equipment used in conducting electronic marketing, the Internet and multimedia applications

technology skills to use a range of computer equipment and software to conduct e-marketing communications, access the Internet and use multimedia applications

Required knowledge

overview knowledge of key provisions of relevant legislation from all levels of government that affects business operations, codes of practice and national standards, such as:

Australian Direct Marketing Association Limited (ADMA) Direct Marketing Code of Practice

confidentiality requirements

copyright laws

defamation and libel laws

FACTS (Federation of Australian Commercial Television Stations) codes

OECD International Guidelines for Consumer Protection in the Context of Electronic Commerce

Australian Government's Policy Framework for Consumer Protection in Electronic Commerce and the Australian E-commerce Best Practice Model

Privacy Act 1988 (Cth)

sweepstakes regulations

Trade Practices Act 1974 (Cth)

principles and fundamentals of marketing communications, consumer behaviour and opportunities for electronic marketing

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Relevant personnel may include:

business owners

in-house, outsourced or otherwise contracted personnel

management

technology personnel

Electronic marketing tools may include:

media such as:

bulletins

chat rooms

email

facsimiles

websites

electronic advertisements such as:

auto responders

banner exchanges

bulk email

e-zine (electronic magazine distributed or accessed via a file server) and webzine (web-site distributed electronic magazine) advertising

e-zine and webzine publishing as a marketing tool

FFA sites

free or paid classifieds

news groups

search engine submission

web rings

Effectiveness measures may include:

attitude measurements

awareness measurements

customer satisfaction ratings

inquiry measurements

media vehicle audience measurements

opinion measurements

readership measurements

recall measurements

sales measurements

Legal and ethical requirements may include:

codes of practice

confidentiality

cultural expectations and influences

ethical principles

legislation

policies and guidelines

privacy

regulations

social responsibilities eg protection of children, environmental issues

society's expectations

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
Determine electronic marketing purpose and objectives in consultation with relevant personnel that are compatible with the business strategy, direction and values of the organisation 
Develop an electronic marketing strategy or plan which addresses the aims and targets of the organisation's business plan, and meets budgetary and organisational requirements 
Identify, cost and detail electronic marketing tools for the organisation, its products and services in the electronic marketing strategy or plan 
Identify and incorporate electronic marketing approaches, tools and strategies to reach target market and achieve objectives 
Ensure electronic marketing strategy or plan includes an action plan, schedule and budget estimates for developing and implementing electronic marketing strategies 
Ensure the electronic marketing strategy or plan includes effectiveness measures and meets legal and ethical requirements 
Evaluate effectiveness of the electronic marketing strategy or plan 
Evaluate website marketing objectives to ensure they are in accordance with e-marketing strategy and plan, and modify if required 
Evaluate the website design to ensure it projects the required image of the business and conveys the features and benefits of products or services in accordance with the overall e-marketing strategy, and recommend modifications if required 
Evaluate website data recording, contacts and feedback mechanisms to ensure they allow for evaluation of the website as a marketing tool, and establish strategies for evaluation 
Develop website marketing strategy in accordance with, and for inclusion in, e-marketing strategy and plan 
Integrate website marketing strategy into the overall e-marketing strategy and plan 
Evaluate effectiveness of website marketing strategy 

Forms

Assessment Cover Sheet

BSBMKG510A - Plan 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

BSBMKG510A - Plan 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:

Date: