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Elements and Performance Criteria

1. Evaluate online cooperative marketing initiatives.
   • Source and evaluate information about current online cooperative marketing initiatives and sites for potential value to the business.
   • Select initiatives that respond to business requirements.
   • Evaluate additional skills, equipment or other resources required to participate.
2. Provide online content in appropriate format and style.
   • Review content requirements set down by administrator of cooperative initiative.
   • Develop content suited to an online environment and administrator requirements.
   • Identify, organise and prepare appropriate images for inclusion.
   • Upload content according to guidelines and protocols.
3. Use remote authoring to update content.
   • Develop protocols for regular and timely updating of content in cooperative sites.
   • Update content using remote authoring techniques according to requirements of cooperative site.
   • Evaluate content and outcomes of participation, and identify and address issues arising.

Performance Evidence

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

review and report on potential cooperative online marketing initiatives or sites for at least three different products or services according to business context

develop a marketing proposal for at least one cooperative marketing site from the above, including relevance to the business, potential benefits, and technical and financial resource requirements

create content for the above cooperative marketing site, including use of text and images

upload content to cooperative marketing site according to technical procedures and to meet site content guidelines

develop a schedule for updating text and images in the above content.

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Knowledge Evidence

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

online cooperative marketing opportunities available to the tourism industry in Australia

current national, state and regional frameworks for online cooperative marketing initiatives for particular industry sectors

business requirements to undertake online cooperative marketing:

available technology

budget

intended audience and market

marketing goals and strategies

time resources

training requirements

types of product and service offered

content requirements for online sites:

conformity with style guides

links to other sites and emails

number and size of digital images or multimedia

number of words

order of information

pricing by room or package

proximity to data and geocoding

protocols for uploading content:

allocating responsibility for updating of content

monitoring pricing and timing of the release of special offers

monitoring system-generated emails

timetable for updating words and images

guidelines and requirements for format and style of typical online copy

techniques for capturing, saving, storing, manipulating and uploading digital images to cooperative sites.

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