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

BSBMKG421 Mapping and Delivery Guide
Optimise digital media impact

Version 1.0
Issue Date: May 2024


Qualification -
Unit of Competency BSBMKG421 - Optimise digital media impact
Description
Employability Skills
Learning Outcomes and Application This unit describes the skills and knowledge required to optimise digital media impact for application within the context of marketing communications.It applies to individuals working in a variety of marketing communications occupational roles who have responsibility for developing and implementing client solutions within the digital communications space. Individuals may work individually or as part of a multidisciplinary team. No licensing, legislative or certification requirements apply to this unit at the time of publication.
Duration and Setting X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing communications field of work and include access to:

relevant legislation and regulations

communications equipment and technology

relevant workplace documentation and resources

case studies, or where possible, real situations

industry software packages and apps (where applicable).

Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.
Prerequisites/co-requisites
Competency Field
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: Analyse digital media impact
  • Determine measurable impact objectives for digital media
  • Review and deliver insights from online and offline channel data
  • Identify tools and technologies accessed by customers
  • Clearly establish audience engagement characteristics, expectations and responses
  • Identify gaps in engagement and expectations
       
Element: Establish an experimentation framework
  • Design, build, and test a learning environment using industry tools and technologies
  • Prepare strategies for rapid real-time response, and rapid change
  • Model channel interaction options
  • Test interaction with target groups
  • Learn and adapt rapidly to changing customer expectations and interactions
       
Element: Create optimised digital channels
  • Ensure channels are established using current industry tools and technologies
  • Enable visibility of the customer journey in digital environments
  • Utilise tools and technologies for visualisations, dashboards and reports for a unified view across multiple digital platforms
       
Element: Support channel strategies
  • Work effectively with other experts as part of a multi- disciplinary network
  • Enable rapid change to process and interventions to match real-time customer requirements
       
Element: Evaluate effectiveness of digital impact
  • Collate digital data on customer engagement, conversations and conversions
  • Moderate data to identify exceptions from agreed performance
  • Document issues and recommendations to improve further digital media optimisation
       


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.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Analyse digital media impact

1.1 Determine measurable impact objectives for digital media

1.2 Review and deliver insights from online and offline channel data

1.3 Identify tools and technologies accessed by customers

1.4 Clearly establish audience engagement characteristics, expectations and responses

1.5 Identify gaps in engagement and expectations

2. Establish an experimentation framework

2.1 Design, build, and test a learning environment using industry tools and technologies

2.2 Prepare strategies for rapid real-time response, and rapid change

2.3 Model channel interaction options

2.4 Test interaction with target groups

2.5 Learn and adapt rapidly to changing customer expectations and interactions

3. Create optimised digital channels

3.1 Ensure channels are established using current industry tools and technologies

3.2 Enable visibility of the customer journey in digital environments

3.3 Utilise tools and technologies for visualisations, dashboards and reports for a unified view across multiple digital platforms

4. Support channel strategies

4.1 Work effectively with other experts as part of a multi- disciplinary network

4.2 Enable rapid change to process and interventions to match real-time customer requirements

5. Evaluate effectiveness of digital impact

5.1 Collate digital data on customer engagement, conversations and conversions

5.2 Moderate data to identify exceptions from agreed performance

5.3 Document issues and recommendations to improve further digital media optimisation

Evidence of the ability to:

establish realistic digital channel performance measures

analyse digital media data and offline information to determine engagement characteristics of target audience

identify variation between target and actual performance

create a digital media learning environment

model and test alternative methods and techniques to optimise digital impact

respond rapidly to changing expectations, feedback and technological environment

utilise tools and technologies to monitor digital activity

work effectively as a team member in a rapidly changing environment

use data evaluation methods accurately.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

To complete the unit requirements safely and effectively, the individual must:

list current industry tools and technologies used in digital media channels

explain current industry level performance metrics and measures

compare characteristics of users across alternative digital channels

identify nodes of integration across multiple digital environments.

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.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Analyse digital media impact

1.1 Determine measurable impact objectives for digital media

1.2 Review and deliver insights from online and offline channel data

1.3 Identify tools and technologies accessed by customers

1.4 Clearly establish audience engagement characteristics, expectations and responses

1.5 Identify gaps in engagement and expectations

2. Establish an experimentation framework

2.1 Design, build, and test a learning environment using industry tools and technologies

2.2 Prepare strategies for rapid real-time response, and rapid change

2.3 Model channel interaction options

2.4 Test interaction with target groups

2.5 Learn and adapt rapidly to changing customer expectations and interactions

3. Create optimised digital channels

3.1 Ensure channels are established using current industry tools and technologies

3.2 Enable visibility of the customer journey in digital environments

3.3 Utilise tools and technologies for visualisations, dashboards and reports for a unified view across multiple digital platforms

4. Support channel strategies

4.1 Work effectively with other experts as part of a multi- disciplinary network

4.2 Enable rapid change to process and interventions to match real-time customer requirements

5. Evaluate effectiveness of digital impact

5.1 Collate digital data on customer engagement, conversations and conversions

5.2 Moderate data to identify exceptions from agreed performance

5.3 Document issues and recommendations to improve further digital media optimisation

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 measurable impact objectives for digital media 
Review and deliver insights from online and offline channel data 
Identify tools and technologies accessed by customers 
Clearly establish audience engagement characteristics, expectations and responses 
Identify gaps in engagement and expectations 
Design, build, and test a learning environment using industry tools and technologies 
Prepare strategies for rapid real-time response, and rapid change 
Model channel interaction options 
Test interaction with target groups 
Learn and adapt rapidly to changing customer expectations and interactions 
Ensure channels are established using current industry tools and technologies 
Enable visibility of the customer journey in digital environments 
Utilise tools and technologies for visualisations, dashboards and reports for a unified view across multiple digital platforms 
Work effectively with other experts as part of a multi- disciplinary network 
Enable rapid change to process and interventions to match real-time customer requirements 
Collate digital data on customer engagement, conversations and conversions 
Moderate data to identify exceptions from agreed performance 
Document issues and recommendations to improve further digital media optimisation 

Forms

Assessment Cover Sheet

BSBMKG421 - Optimise digital media impact
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

BSBMKG421 - Optimise digital media impact

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: