Assessor Resource

BSBMKG611A
Manage measurement of marketing effectiveness

Assessment tool

Version 1.0
Issue Date: May 2024


This unit applies to senior marketing professionals who are in a strategic role, responsible for managing the measurement 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 manage a strategy to measure the effectiveness of a marketing activity 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:

design of a strategy for measuring marketing performance which includes:

objectives

metrics

costs

implementation strategy

evaluation strategy

choice, design and implementation of specific chosen metrics as required by strategy

design of a training program for relevant personnel about their role in measuring marketing effectiveness.

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 produce a strategy to measure marketing performance

oral or written questioning to assess:

actions taken to produce the 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

demonstration of a training strategy for relevant personnel to introduce them to the use of the 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:

train staff

write and present complex reports to key decision makers

learning skills to review and evaluate marketing metrics in order to contribute to operational outcomes

numeracy skills to:

analyse marketing data

calculate cost-effectiveness of collecting and analysing data

design and review metrics

planning and organising skills to:

plan and implement a strategy to measure marketing performance

plan work activities

problem-solving skills to devise solutions to issues with the use of marketing metrics

technology skills for research and data analysis

Required knowledge

factors to consider in designing and implementing a communication and training strategy

range of marketing functions within an organisation

range of marketing metrics and their usefulness in measuring key marketing operations

relationship between marketing metrics and the need for marketing directors, chief financial officers, chief executive officers and board members to be able to monitor marketing performance

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:

accounting and financial outcomes

brand equity, such as:

availability

brand perception

familiarity

loyalty and retention

penetration

brand value

competition

customer databases

customer acquisition, satisfaction, retention, value and loss

communications and effectiveness

e-metrics, such as:

hits

page views

visits

inventory efficiency and effectiveness

market performance by customer and product

market share

overall sales

return on marketing investment in market-based assets

sales force effectiveness

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

differences in treatment of intangible assets in financial statements

frequency of measurement

level of management that reviews the metrics

skill of marketing personnel in terms of measurement

volume of data to be analysed.

Criteria may include:

costs (money and time) involved in measuring

possible benefits of measurement

risks if measurement does not occur

whether they are:

cost-effective

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.

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
Review current marketing strategies and marketing plans and research a range of metrics available to measure effectiveness of relevant marketing processes and functions 
Analyse effectiveness of current marketing metrics used by the organisation in each key marketing operation 
Critically analyse how existing marketing metrics link to strategy and opportunities to improve the links 
Plan to address any issues with the use of marketing metrics within the organisation 
Design criteria for retaining existing marketing metrics and for selecting new manageable and cost-effective metrics 
Gain approval for the design or redesign of the strategy from senior management 
Set objectives for the measurement and evaluation of marketing effectiveness 
Select methods to measure marketing performance for each marketing process or function, tailored to the organisation's brand or unique positioning 
Calculate costs of gathering and analysing data with the assistance of relevant financial experts 
Design and record the implementation strategy for measuring and analysing marketing performance, or make recommendations for improving current strategy 
Design and implement an appropriate communication and training strategy, so that marketing and other relevant personnel fully understand their role in measuring marketing effectiveness 
Supervise the design and implementation of specific metrics 
Plan and monitor work activity to ensure adherence to strategy for measurement of marketing effectiveness 
Design process to review and evaluate marketing metrics on a regular basis and if organisational strategy changes 

Forms

Assessment Cover Sheet

BSBMKG611A - Manage measurement of marketing effectiveness
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Assessment Record Sheet

BSBMKG611A - Manage measurement of marketing effectiveness

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