Assessor Resource

BSBMKG510B
Plan e-marketing communications

Assessment tool

Version 1.0
Issue Date: May 2024


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

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.



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:

development of an e-marketing strategy or plan for at least one product or service, containing:

action plan

schedule

costings

monitoring strategy

evaluation methods

development of a website marketing strategy for a product or service that meets overall organisational e-marketing objectives.

Context of and specific resources for assessment

Assessment must ensure access to:

a workplace or simulated work environment

office equipment and resources

relevant organisational strategies and plans.

Method of assessment

The following assessment methods are appropriate for this unit:

assessment of reports outlining electronic and website marketing strategies and reports

review of portfolios of evidence and third-party workplace reports of the development of e-marketing and website marketing strategies

observation of presentations of strategies and plans

oral or written questioning about characteristics of e-marketing tools, and their benefits and challenges

review of case studies about e-marketing strategies.

Guidance information for assessment

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

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 toimplement marketing strategies

initiative and enterprise skills to identify marketing approaches, tools and strategies that meet organisation's objectives

learning skills to:

evaluate a website marketing strategy

learn from this evaluation to improve the organisation's operations

literacy and numeracy skills to:

interpret organisational and budgetary requirements

write electronic marketing plans or strategies

planning and organising skills to plan e-marketing strategies

technology skills to use a range of computer software and electronic equipment when conducting electronic marketing

Required knowledge

characteristics of a range of electronic marketing tools and:

associated benefits for use with e-marketing

challenges with implementation, for example costs, and availability of technology

overview knowledge of key provisions of relevant legislation that affect business operations, codes of practice and national standards, such as:

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

Australian Communications and Media Authority (ACMA)Australian eMarketing Code of Practice

Australian Marketing Institute Code of Marketing Practice

confidentiality requirements

copyright laws

defamation and libel laws

Federation of Australian Commercial Television Stations (FACTS) codes

Organisation for Economic Cooperation and Development (OECD) 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 (Commonwealth)

sweepstakes regulations

Trade Practices Act 1974 (Commonwealth)

foundation principles 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.

Purpose may include:

building and maintaining customer relationships through electronic communications

collecting direct responses

distributing information via internet

generating leads by attracting potential customers

internet advertising

online transactions.

Value proposition may include:

benefits a company can derive from using electronic commerce

benefits a company's products or services provide to customers

consumer need that is being fulfilled.

Electronic marketing tools may include:

electronic advertisements, such as:

affiliate marketing

auto responders

banner exchanges

bulk email

directory listing

e-zine and webzine publishing as a marketing tool

free for all (FFA) sites

free or paid classifieds

news groups

pop-up advertisements

search engine submission

interactive TV

media, such as:

bulletins

chat rooms

emails

facsimiles

websites

mobile technology, such as:

3G mobile phones

personal digital assistants (PDAs)

online, such as:

catalogues

customer services

press releases

surveys

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, e.g. Australian eMarketing Code of Practice

confidentiality

cultural expectations and influences

ethical principles

legislation

policies and guidelines

privacy

social responsibilities e.g. protection of children and environmentally sustainable practices

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

Forms

Assessment Cover Sheet

BSBMKG510B - Plan e-marketing communications
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I declare that the assessment tasks submitted for this unit are my own work.

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Assessment Record Sheet

BSBMKG510B - Plan e-marketing communications

Student name:

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

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