Assessor Resource

BSBMKG522A
Plan measurement of marketing effectiveness

Assessment tool

Version 1.0
Issue Date: May 2024


This unit applies to individuals working in a marketing operations or supervisory role within a marketing team responsible for the use and reporting on measurements of marketing effectiveness. They may work in small, medium or large enterprises and in a variety of industries.

This unit describes the performance outcomes, skills and knowledge required to identify, plan and promote a strategy to measure the effectiveness of marketing activities using a range of marketing metrics.

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 a strategy to measure marketing performance, which includes:

objectives

metrics chosen and rationale for choice for each marketing process or function

costs

link to organisational strategy and objectives

communication plan.

Context of and specific resources for assessment

Assessment must ensure access to:

a workplace or simulated work environment

relevant workplace documents and data, in particular data already collected to measure marketing effectiveness

office equipment and resources, including appropriate software.

Method of assessment

The following assessment methods are appropriate for this unit:

review of portfolio of evidence of actions taken to plan a strategy to measure marketing performance

oral or written questioning to assess:

actions taken to implement a strategy to measure marketing performance

knowledge of marketing metrics and their uses for different phases of the marketing process and for different marketing outcomes

analysis of responses to case studies and scenarios around marketing metrics.

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 skills to:

promote the strategy to measure marketing effectiveness

write and present complex reports

learning and research skills to:

research available metrics

design a communication strategy suitable for a range of people with different learning styles

numeracy skills to:

analyse marketing data

calculate costs of collecting and analysing data

select appropriate metrics

planning and organising skills to design implementation of the strategy to measure marketing effectiveness

technology skills for research and data analysis

Required knowledge

range of criteria for selecting metrics

range of marketing functions within an organisation

range of marketing metrics and their usefulness to measure key marketing operations

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.

Metrics may include:

brand equity, such as:

availability

brand perception

familiarity

loyalty

penetration

brand value

competition

customer databases

customer acquisition, satisfaction, retention, value and loss

communications effectiveness

e-metrics, such as:

hits

page views

visits

inventory efficiency and effectiveness

loyalty or retention

market performance by customer, product, accounting and financial outcomes

market share

overall sales

return on marketing investment in market-based assets

sales force effectiveness

segment penetration

share of mind

share of voice

share of wallet

shareholder value.

Marketing processes and functions may include:

advertising

direct marketing

distribution

e-marketing

loyalty programs

market research

marketing communications

pricing

product development, including pre- and post-launch

sales force.

Issues may include:

cost of obtaining meaningful information

frequency of measurement

level of management that reviews the metrics

skill of marketing personnel in terms of measurement

treatment of intangible assets in financial statements

volume of data to be analysed.

Criteria may include:

whether they are:

precise and sensitive to change

predictive, e.g. of future customer purchase, retention and cash flow

relevant to the organisation's strategy and context

reliable over time so trends can be tracked

cost-effective

costs (money and time) involved in measuring

possible benefits of measurement

risks if measurement does not occur.

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
Research a range of metrics available to identify the effectiveness of marketing processes and functions 
Identify marketing metrics used by the organisation in each key marketing operation 
Identify how existing marketing metrics link to organisational strategy and objectives, and opportunities to improve the links 
Analyse the effectiveness of current and possible future marketing metrics 
Identify issues with the use of marketing metrics within the organisation 
Identify the organisation's criteria for selecting manageable and cost-effective metrics 
Identify the organisation's objectives for the measurement and evaluation of marketing effectiveness 
Recommend methods of measuring marketing performance for each marketing process or function tailored to the organisation's brand or unique positioning 
Contribute to the calculation of costs of gathering and analysing data 
Plan and document the implementation strategy for measuring and analysing marketing performance 
Contribute to the development of specific, relevant metrics 
Plan the promotion of validity, value and efficacy of marketing metrics to key stakeholders using appropriate format 
Design an internal marketing communications strategy so that marketing and other relevant personnel fully understand their role in measuring marketing effectiveness 
Report on implementation and outcome issues 

Forms

Assessment Cover Sheet

BSBMKG522A - Plan measurement of marketing effectiveness
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Assessment Record Sheet

BSBMKG522A - Plan measurement of marketing effectiveness

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

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