Required skills

communication and negotiation skills toimplement marketing strategies

initiative and enterprise skills to identify marketing approaches tools and strategies that meet organisations objectives

learning skills to

evaluate a website marketing strategy

learn from this evaluation to improve the organisations operations

literacy and numeracy skills to

interpret organisational and budgetary requirements

write electronic marketing plans or strategies

planning and organising skills to plan emarketing strategies

technology skills to use a range of computer software and electronic equipment when conducting electronic marketing

Required knowledge

characteristics of a range of electronic marketing tools and

associated benefits for use with emarketing

challenges with implementation for example costs and availability of technology

overview knowledge of key provisions of relevant legislation that affect business operations codes of practice and national standards such as

Australian Direct Marketing Association ADMA Direct Marketing Code of Practice

Australian Communications and Media Authority ACMAAustralian eMarketing Code of Practice

Australian Marketing Institute Code of Marketing Practice

confidentiality requirements

copyright laws

defamation and libel laws

Federation of Australian Commercial Television Stations FACTS codes

Organisation for Economic Cooperation and Development OECD Guidelines for Consumer Protection in the Context of Electronic Commerce

Australian governments policy framework for consumer protection in electronic commerce and the Australian Ecommerce Best Practice Model

Privacy Act Commonwealth

sweepstakes regulations

Trade Practices Act Commonwealth

foundation principles of marketing communications consumer behaviour and opportunities for electronic 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

development of an emarketing strategy or plan for at least one product or service containing

action plan

schedule

costings

monitoring strategy

evaluation methods

development of a website marketing strategy for a product or service that meets overall organisational emarketing objectives

Context of and specific resources for assessment

Assessment must ensure access to

a workplace or simulated work environment

office equipment and resources

relevant organisational strategies and plans

Method of assessment

The following assessment methods are appropriate for this unit

assessment of reports outlining electronic and website marketing strategies and reports

review of portfolios of evidence and thirdparty workplace reports of the development of emarketing and website marketing strategies

observation of presentations of strategies and plans

oral or written questioning about characteristics of emarketing tools and their benefits and challenges

review of case studies about emarketing strategies

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector workplace and job role is recommended

Relevant personnel may include:

Purpose may include:

Value proposition may include:

Electronic marketing tools may include:

Effectiveness measures may include:

Legal and ethical requirements may include: