Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners

BSBMKG409A Mapping and Delivery Guide
Design direct response offers

Version 1.0
Issue Date: April 2024


Qualification -
Unit of Competency BSBMKG409A - Design direct response offers
Description This unit describes the performance outcomes, skills and knowledge required to design, implement and evaluate direct response offers which match organisational business and marketing objectives and resolve marketing problems.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Employability Skills This unit contains employability skills.
Learning Outcomes and Application This unit applies to individuals working in a marketing assistant or account manager role who are required to design direct marketing offers for products or services. Such individuals may work in small, medium or large enterprises across a variety of industries; they usually work with a team and customers to design offers.Direct response offers include payment related promises such as offers in relation to exchanging goods and services for money; terms of payment; performance and quality guarantees; delivery method; and time, place and method of order placement. Offers may also be made that do not involve payment matters, such as the offer of a free brochure or catalogue in return for providing a name and address.
Duration and Setting X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.
Prerequisites/co-requisites
Competency Field Business Development - Marketing
Development and validation strategy and guide for assessors and learners Student Learning Resources Handouts
Activities 		Slides
PPT 		Assessment 1 Assessment 2 Assessment 3 Assessment 4
Elements of Competency Performance Criteria              
Element: Design offer components
  • Determine what will be supplied in direct response offer in conjunction with team members
  • Determine what the respondent must supply or do in response to offer
  • Select and document appropriate types of offer to be made to customers
       
Element: Test direct response offers
  • Provide customers with a range of direct response offer options
  • Provide vehicles for customers to provide feedback on direct response offer options
  • Analyse customer responses to test offers and follow-up if appropriate
  • Modify products or services being offered based on customer feedback provided
  • Ensure offer option selected matches organisational marketing objectives and solves marketing problems
  • Match supporting material requirements to type of direct marketing sale
       
Element: Select offer pricing structure
  • Evaluate factors affecting pricing to determine normal or average selling price of offer
  • Determine short-term pricing strategies
  • Select payment term options
       
Element: Determine and design required customer service levels
  • Design process that ensures accepted offers are fulfilled promptly
  • Develop procedures to ensure prompt answers to queries and complaints regarding product or service
  • Ensure access to instant, accurate information about status of delivery of products or services and customer accounts, including after-hours, to provide enhanced customer service
       


Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

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:

designing and testing a range of direct response offers which meet organisational marketing objectives

developing a pricing structure, customer service levels and relevant support materials for at least one product or service

presenting a direct response offer for a product or service.

Context of and specific resources for assessment

Assessment must ensure:

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:

analysis of responses to case studies and scenarios

assessment of examples of direct response offers

demonstration of design, testing and refinement techniques

direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job 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

tests of knowledge on offer component, offer type, pricing structure, customer service and creative options for direct response offers.

Guidance information for assessment

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

BSBMKG410A Test direct marketing activities

other marketing units.

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assignment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

Required skills

creativity and innovation skills to design a range of direct response offers which elicit interest and response from customers

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

interpersonal skills to build relationships with clients

numeracy skills to determine pricing of offers

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

problem-solving skills to provide solutions to customer requirements and to solve organisational direct marketing problems

Required knowledge

teamwork skills to develop and refine direct response offers in response to customer feedback

technology skills to use a range of office equipment (telephones, internet) and software (databases) to formulate and refine direct response offers.

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

What will be supplied may include:

additional products or services

automatic delivery into the future

brochures

catalogues

entry in a prize draw

free trial periods

guarantees

instalment payment terms

premiums

product or service being offered

sales presentations

warranties

What the respondent must supply or do may include:

responding to a telephone call

completing a response form

transmitting a response form

making a payment for things such as:

insurance premiums

order processing or account handling fees

postage or freight fees

product or service base price

single or multiple instalments

providing information such as:

address

bank account details

birth date

credit card account details

email

gender

name

PayPal account details

phone number

selecting a payment method such as:

cash on delivery

cheque

company purchase order

credit card

e-cash

money order

wire transfer

selecting preferred delivery method such as:

delivery to third party transfer point

delivery to local, regional, national, continental or international location

pick up at supplier's premises

Types of offer may include:

making a direct sale from the organisation

establishing an ongoing account where the response includes a commitment to future purchases such as:

continuity of supply

subscription

generating a lead for a direct sale

generating a lead for a sale by a third party such as:

retailer

wholesaler

agent

recording interest to generate information from customers and prospects which guides an organisation to modify existing offers and to create new offers

Options may include:

providing alternatives on:

delivery methods

order placement methods

payment methods

quantities available for purchase

what is available to buy

Vehicles for customer feedback may include:

complaints forms

feedback forms

telephone hotlines

web response forms

Modifying products or services may include:

adjusting, modifying, changing or replacing characteristics such as:

appearance and behaviour of staff delivering products or services

delivery methods

design or content of brochures or catalogues sent in fulfilment of multi-step marketing offers

maintenance and repair arrangements

packaging

quality, performance or customer satisfaction guarantee

Marketing problems may include:

high response rate with low profitability

low average order value

low response rate and high cost per response

Type of direct marketing sale may include:

one step sales requiring things such as:

delivery details

how to order

presentation of products or services

pricing of all possible response options

multi-step sales requiring things such as:

sending catalogues

presenting the product or service

making a sales presentation

visiting stores

third party sales

Factors affecting pricing may include:

those based on gross margin targets

those based on economies of scale

discounts for volume purchases

fluctuations in purchasing cost of:

capital

energy

labour

raw materials

Short-term pricing strategies may include:

free or discount bonuses

introductory prices for new customers

sale prices

Payment term options may include:

credit provided by a marketing organisation

leasing options such as:

buyback

hire purchase

novated

which credit cards are accepted

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Determine what will be supplied in direct response offer in conjunction with team members 
Determine what the respondent must supply or do in response to offer 
Select and document appropriate types of offer to be made to customers 
Provide customers with a range of direct response offer options 
Provide vehicles for customers to provide feedback on direct response offer options 
Analyse customer responses to test offers and follow-up if appropriate 
Modify products or services being offered based on customer feedback provided 
Ensure offer option selected matches organisational marketing objectives and solves marketing problems 
Match supporting material requirements to type of direct marketing sale 
Evaluate factors affecting pricing to determine normal or average selling price of offer 
Determine short-term pricing strategies 
Select payment term options 
Design process that ensures accepted offers are fulfilled promptly 
Develop procedures to ensure prompt answers to queries and complaints regarding product or service 
Ensure access to instant, accurate information about status of delivery of products or services and customer accounts, including after-hours, to provide enhanced customer service 

Forms

Assessment Cover Sheet

BSBMKG409A - Design direct response offers
Assessment task 1: [title]

Student name:

Student ID:

I declare that the assessment tasks submitted for this unit are my own work.

Student signature:

Result: Competent Not yet competent

Feedback to student

 

 

 

 

 

 

 

 

Assessor name:

Signature:

Date:

Assessment Record Sheet

BSBMKG409A - Design direct response offers

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

Assessor name:

Signature:

Date:

Student signature:

Date: