This section describes the essential skills and knowledge and their level required for this unit

The following skills must be assessed as part of this unit

literacy and numerical skills in relation to data collection and analysis

goalsetting prediction of trends coordination and development of brand value

plan and organise activities to ensure brandenhanced sales of online products or services

determine relationship between brand and sales or service objectives

comparative review of online brands with competitors

devise online brand promotional strategies

achieve sustainable brand positioning

build online brand features consistent with business needs and direction

set ongoing measure for brand value and strategic success

measuring trends and their impact on brands

identify and determine the impact of online applications and technology on brand communication and management

The following knowledge must be assessed as part of this unit

techniques for interpersonal communication

brand value and brand penetration in online marketplaces

range of enterprise products and services

comparative features and advantages of online brands

online market share and current performance

impact of web design presence and domain name on online brand management

enterprise technology

factors limiting the success of sales strategies

relevant commercial law and legislation

techniques and procedures for researching and analysing brand equity and customer value

team leaderships and collaborative techniques

approval processes and key personnel

relevant intellectual property and standards organisations governing world wide web activities

relevant legislation

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge the range statement and the Assessment Guidelines for this TrainingPackage

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential

identifies and accesses reliable and current information from existing documents electronic and written to assess brand value and predict market trends

demonstrates crossalignment of online brand management strategies and key performance indicators with strategic marketing and business plans

develops monitoring processes and mechanisms to measure online brand effectiveness especially with customers

uses collaborative and consultative processes for management of a retail brand within or external to an organisation in an online environment

develops realistic plans for achieving online brand positioning

evidence of ongoing measurement review and improvement to brand protection and value over time

evidence of knowledge and understanding of the implications for brand protection when trading online

Context of and specific resources for assessment

Assessment must ensure access to

a real or simulated work environment

relevant documentation such as

legislation and statutory requirements

industry codes of practice

information and performance data on existing business model and IT infrastructure

information on

markets

competitors

products and services

suppliers

new technology

Methods of assessment

A range of assessment methods should be used to assess practical skills and knowledge The following examples are appropriate for this unit

observation of performance in the workplace

a role play

a detailed case study

thirdparty reports from a supervisor

customer feedback

written or verbal questioning to assess knowledge and understanding

review of portfolios of evidence and thirdparty workplace reports of onthejob performance

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

Assessing employability skills

Employability skills are integral to effective performance in the workplace and are broadly consistent across industry sectors How these skills are applied varies between occupations and qualifications due to the different work functions and contexts

Employability skills embedded in this unit should be assessed holistically in the context of the job role and with other relevant units that make up the skill set or qualification

Consideration of online features may include:

Brand management strategies may include:

Online consumers may include:

Brand may include:

Methods to communicate may include:

Online presence may include:

Additionalbrand features may include:

Brand value may involve interactions between:

Legal requirements may include:

Intellectual property associated with online brand management may include:

Jurisdictions may include:

Joint branding agreements will vary based on: