Required skills

creativity and innovation skills to identify new direct marketing opportunities based on changing market trends

culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities

literacy skills to write reports with complex concepts and ideas

numeracy skills to set direct marketing budgets

Required knowledge

economic social industry and media directions trends practices and techniques

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 Practice and Do Not Mail and Do Not Callservice register

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

Free TV Australia Commercial Television Industry Code of Practice

privacylaws

sweepstakes regulations

Trade Practices Act

organisational policies and procedures

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

developing a documented direct marketing plan providing information on the

objectives of the direct marketing activity

type of direct marketing strategies and activities to be undertaken

analysis of previous data and any corrective actions taken

budget

methods to measure effectiveness

Context of and specific resources for assessment

Assessment must ensure

access to office equipment and resources

access to previous direct marketing activity data

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

analysis of responses to case studies and scenarios

assessment of written reports

demonstration of direct marketing planning techniques

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

observation of presentations

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

other marketing units

advertising units

sales units

Types of direct marketing activity may include:

Direct marketing objectives may include:

Performance gaps may include:

Corrective actions may include:

Costs may include:

Methods to measure and report effectiveness may include: