Required skills

information management skills to store record retrieve and update customer information in direct marketing databases

numeracy skills to perform calculations on customer list data

organisational and time management skills to sequence tasks and to meet time lines

research and data collection skills to obtain lists and customer information

technology skills to use a range of office equipment such as telephone systems and computers and to use a range of software spreadsheets word processing packages databases

Required knowledge

key provisions of relevant legislation from all forms of government codes of practice and national standards that may affect aspects of business operations such as

Australian Direct Marketing Association ADMA Direct Marketing Code of Conduct and Do Not Mail and Do Not Callservice register

Australian Direct Marketing Association (ADMA) Direct Marketing Code of Conduct and 'Do Not Mail' and 'Do Not Call'service register

privacylaws

Trade Practices Act

organisational policies procedures products services and structure

principles and techniques for recording filing and cataloguing data

range of database software applications used in direct marketing

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

collecting storing and accurately maintaining customer or prospect data used in a direct marketing campaign

segmenting and profiling customer data according to specified characteristics

analysing data to identify direct marketing opportunities and quality of data

using data to design or modify new or existing marketing activities

knowledge of relevant legislation codes and standards

Context of and specific resources for assessment

Assessment must ensure

access to existing client lists and databases

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 on data analysis activities

direct questioning combined with review of portfolios of evidence and third party workplace reports of onthejob performance by the candidate

observation of presentations of analysis segmentation and profiling results or identification of marketing opportunities extracted from data

observations of database cleansing updating and enhancement

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

BSBITUA Produce complex desktop published documents

BSBITU404A Produce complex desktop published documents

BSBMKGB Profile the market

BSBMKG401B Profile the market

other marketing units

Database system may include:

Appropriate methods may include:

Legal and ethical requirements may include:

Cleansing and updating may include:

Demographic characteristics may include:

Psychographic characteristics may include:

Behavioristic characteristics may include: