Assessor Resource

SIRXMKT004
Undertake digital marketing activities

Assessment tool

Version 1.0
Issue Date: April 2024


This unit describes the performance outcomes, skills and knowledge required to follow a digital marketing plan to undertake and review online marketing activities.

It applies to individuals working in digital marketing roles in a diverse range of industry sectors and business contexts that undertake digital marketing activities. They operate independently with some responsibility for decision making, and within established organisational policies and procedures.

No occupational licensing, certification or specific legislative 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.

ELEMENTS

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Research market information.

1.1.Conduct research using appropriate sources to gather background market information and to determine customer preferences.

1.2.Identify emerging trends in digital marketing and how they can be utilised by the organisation.

1.3.Report research findings in accordance with organisational policies and procedures.

2. Undertake digital marketing activities.

2.1.Source and review organisational digital marketing plan and relevant procedures.

2.2.Implement digital marketing plan and key digital marketing activities.

2.3.Ensure digital marketing activities comply with organisational policies and procedures and legal and ethical practices for digital marketing.

2.4.Use online tools to enhance outcomes of digital marketing activities

2.5.Monitor digital marketing activities, and recommend amendments to digital marketing plan to relevant personnel.

3. Review digital marketing activities.

3.1.Measure and record outcomes of digital marketing activities.

3.2.Review digital marketing activities against expected outcomes.

3.3.Prepare report of digital marketing outcomes and communicate to relevant personnel.

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

use the following market testing tools to determine and report on the preferences of a target customer:

the trial of products and services online

A/B testing or multi variate

implement a digital marketing plan by:

creating search engine optimisation

creating cost effective targeted advertising

creating cost effective display advertisements that generate sales

preparing and distributing marketing emails

amending website to influence customer engagement and maximise sales

monitor and review outcomes of digital marketing activities across for one month and report on results.

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

organisational policies and procedures for digital marketing

key aspects of legal and ethical practices related to digital marketing:

responsible marketing practices

duty of care

rules and regulations and terms of use of specific digital marketing tools:

privacy

spamming

copyright

digital marketing:

industry trends

customer responses

types

reach and impacts

copy and design elements that communicate desired image, features and benefits of products or services, and suit characteristics of chosen media

strategies for:

search engine optimisation

targeted digital advertising

email marketing

digital marketing tools and their application in digital marketing activities:

generate customer loyalty

track path to purchase

optimise search engine results

influence customer engagement.

Skills must be demonstrated in:

an industry workplace

a simulated industry environment.

Assessment must ensure access to:

internet

an editable retail website

digital marketing testing and monitoring tools

relevant documentation:

organisational digital marketing plan

legal and ethical practices for use of digital marketing

digital marketing organisational policies and procedures

digital marketing analytics.

Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors.

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.

ELEMENTS

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Research market information.

1.1.Conduct research using appropriate sources to gather background market information and to determine customer preferences.

1.2.Identify emerging trends in digital marketing and how they can be utilised by the organisation.

1.3.Report research findings in accordance with organisational policies and procedures.

2. Undertake digital marketing activities.

2.1.Source and review organisational digital marketing plan and relevant procedures.

2.2.Implement digital marketing plan and key digital marketing activities.

2.3.Ensure digital marketing activities comply with organisational policies and procedures and legal and ethical practices for digital marketing.

2.4.Use online tools to enhance outcomes of digital marketing activities

2.5.Monitor digital marketing activities, and recommend amendments to digital marketing plan to relevant personnel.

3. Review digital marketing activities.

3.1.Measure and record outcomes of digital marketing activities.

3.2.Review digital marketing activities against expected outcomes.

3.3.Prepare report of digital marketing outcomes and communicate to relevant personnel.

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

use the following market testing tools to determine and report on the preferences of a target customer:

the trial of products and services online

A/B testing or multi variate

implement a digital marketing plan by:

creating search engine optimisation

creating cost effective targeted advertising

creating cost effective display advertisements that generate sales

preparing and distributing marketing emails

amending website to influence customer engagement and maximise sales

monitor and review outcomes of digital marketing activities across for one month and report on results.

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

organisational policies and procedures for digital marketing

key aspects of legal and ethical practices related to digital marketing:

responsible marketing practices

duty of care

rules and regulations and terms of use of specific digital marketing tools:

privacy

spamming

copyright

digital marketing:

industry trends

customer responses

types

reach and impacts

copy and design elements that communicate desired image, features and benefits of products or services, and suit characteristics of chosen media

strategies for:

search engine optimisation

targeted digital advertising

email marketing

digital marketing tools and their application in digital marketing activities:

generate customer loyalty

track path to purchase

optimise search engine results

influence customer engagement.

Skills must be demonstrated in:

an industry workplace

a simulated industry environment.

Assessment must ensure access to:

internet

an editable retail website

digital marketing testing and monitoring tools

relevant documentation:

organisational digital marketing plan

legal and ethical practices for use of digital marketing

digital marketing organisational policies and procedures

digital marketing analytics.

Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors.

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
Conduct research using appropriate sources to gather background market information and to determine customer preferences. 
Identify emerging trends in digital marketing and how they can be utilised by the organisation. 
Report research findings in accordance with organisational policies and procedures. 
Source and review organisational digital marketing plan and relevant procedures. 
Implement digital marketing plan and key digital marketing activities. 
Ensure digital marketing activities comply with organisational policies and procedures and legal and ethical practices for digital marketing. 
Use online tools to enhance outcomes of digital marketing activities 
Monitor digital marketing activities, and recommend amendments to digital marketing plan to relevant personnel. 
Measure and record outcomes of digital marketing activities. 
Review digital marketing activities against expected outcomes. 
Prepare report of digital marketing outcomes and communicate to relevant personnel. 

Forms

Assessment Cover Sheet

SIRXMKT004 - Undertake digital marketing activities
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Assessment Record Sheet

SIRXMKT004 - Undertake digital marketing activities

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