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

BSBMKG411A Mapping and Delivery Guide
Analyse direct marketing databases

Version 1.0
Issue Date: May 2024


Qualification -
Unit of Competency BSBMKG411A - Analyse direct marketing databases
Description This unit describes the performance outcomes, skills and knowledge required to collect, enhance, cleanse and analyse and utilise data for marketing purposes.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 in entry level marketing roles who collect, analyse and store data such as customer or prospect lists, using databases in accordance with organisational procedures. Individuals undertaking these roles also analyse data to segment and profile prospective or existing customers, or to identify new direct marketing opportunities, prior to direct marketing offers being sent.Technical aspects in relation to designing, creating and generating reports from databases are covered in BSBITA401A Design databases.
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: Collect data
  • Determine purpose for acquiring data
  • Identify and analyse data requirements
  • Evaluate and select appropriate database system or database management service
  • Use appropriate methods to collect data or source data from external providers on prospects
  • Input and store data accurately, in accordance with organisational procedures and legal and ethical requirements
       
Element: Enhance, cleanse and update data
  • Retrieve data in accordance with organisational requirements
  • Check list against 'Do not call', 'Do not mail' register
  • Remove duplication from database
  • Regularly cleanse and update data files to maintain accuracy
  • Determine whether to outsource data enhancing to third party services
       
Element: Analyse and use data for direct marketing purposes
  • Segment and profile data according to demographic, psychographic and behaviouristic characteristics
  • Assess quality of data
  • Identify database fields with cross-selling and value-adding opportunities, and any changes in consumer behaviour
  • Use data analysis findings to design or test new direct marketing offers or for other direct marketing purposes
  • Modify and enhance existing direct marketing offers or other marketing activities in accordance with analysis findings
       


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:

collecting, storing and accurately maintaining customer or prospect data used in a direct marketing campaign

segmenting and profiling customer data according to specified characteristics

analysing data to identify direct marketing opportunities and quality of data

using data to design or modify new or existing marketing activities

knowledge of relevant legislation, codes and standards.

Context of and specific resources for assessment

Assessment must ensure:

access to existing client lists and databases

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:

assessment of written reports on data analysis activities

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 of analysis, segmentation and profiling results or identification of marketing opportunities extracted from data

observations of database cleansing, updating and enhancement

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:

BSBITU404A Produce complex desktop published documents

BSBMKG401B Profile the market

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

information management skills to store, record, retrieve and update customer information in direct marketing databases

numeracy skills to perform calculations on customer list data

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

research and data collection skills to obtain lists and customer information

technology skills to use a range of office equipment such as telephone systems and computers; and to use a range of software (spreadsheets, word processing packages, databases).

Required knowledge

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 Conduct and 'Do Not Mail' and 'Do Not Call'service register

privacylaws

Trade Practices Act

organisational policies, procedures, products, services and structure

principles and techniques for recording, filing, and cataloguing data

range of database software applications used in direct marketing.

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.

Database system may include:

MS Access

MS Excel

in-house, custom built databases

Appropriate methods may include:

acquisition of customer lists

business cards obtained from conferences, trade fairs and exhibitions

competition response forms

obtaining lists from list brokers

warranty forms

Legal and ethical requirements may include:

codes of practice such as Australian Direct Marketing Association (ADMA) Code of Practice

cultural expectations and influences

ethical principles

relevant legislation such as:

copyright

privacy

policies and guidelines

regulations

social responsibilities

societal expectations

Cleansing and updating may include:

dealing with dead letters

dealing with unsubscribes

logging contact and payment details changes

managing bounceback emails

removing duplication

return-to-sender letters

Demographic characteristics may include:

age

date and place of birth

disability

education

first language

gender

household income

Indigenous Australian

languages spoken at home

marital status

nationality

number and age of children

occupation

Psychographic characteristics may include:

activities

affiliations

attitudes

interests

lifestyle

opinions

political views

values

Behavioristic characteristics may include:

benefits sought by buyer

loyalty status of buyer

readiness stage of buyer

user status of buyer

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 purpose for acquiring data 
Identify and analyse data requirements 
Evaluate and select appropriate database system or database management service 
Use appropriate methods to collect data or source data from external providers on prospects 
Input and store data accurately, in accordance with organisational procedures and legal and ethical requirements 
Retrieve data in accordance with organisational requirements 
Check list against 'Do not call', 'Do not mail' register 
Remove duplication from database 
Regularly cleanse and update data files to maintain accuracy 
Determine whether to outsource data enhancing to third party services 
Segment and profile data according to demographic, psychographic and behaviouristic characteristics 
Assess quality of data 
Identify database fields with cross-selling and value-adding opportunities, and any changes in consumer behaviour 
Use data analysis findings to design or test new direct marketing offers or for other direct marketing purposes 
Modify and enhance existing direct marketing offers or other marketing activities in accordance with analysis findings 

Forms

Assessment Cover Sheet

BSBMKG411A - Analyse direct marketing databases
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

BSBMKG411A - Analyse direct marketing databases

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: