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

BSBMKG508A Mapping and Delivery Guide
Plan direct marketing activities

Version 1.0
Issue Date: May 2024


Qualification -
Unit of Competency BSBMKG508A - Plan direct marketing activities
Description This unit describes the performance outcomes, skills and knowledge required to plan direct marketing activities that match organisational objectives.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 a marketing management role who are responsible for planning direct marketing activities, including formulating direct marketing plans. They may work in small, medium or large enterprises across a variety of industries. People in this role develop the direct marketing plans and would usually supervise a team who would have the task of implementing the plans.
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: Develop direct marketing strategies
  • Develop customer acquisition strategies which include objectives related to numbers of new customers, cost of recruiting, media options and promotional activities within an overall budget
  • Develop customer retention strategies that relate to customer needs and wants, customer buying patterns, opportunities for up-selling or cross-selling, and customer renewals and reactivations
  • Develop customer loyalty strategies that address relationship marketing objectives and contribute to long-term partnerships
       
Element: Select direct marketing activity
  • Analyse changes in market trends to identify and select direct marketing opportunities
  • Compare advantages and disadvantages of types of direct marketing activity
  • Select most appropriate direct marketing activity
  • Match direct marketing activity to business objectives
       
Element: Produce a direct marketing plan
  • Document direct marketing objectives and purpose
  • Analyse previous response data to determine performance gaps and required corrective actions
  • Calculate costs of direct marketing activities
  • Select methods to report and measure effectiveness of direct marketing activities
  • Assign responsibilities to team members for data capturing and reporting
       


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:

developing a documented direct marketing plan providing information on the:

objectives of the direct marketing activity

type of direct marketing strategies and activities to be undertaken

analysis of previous data and any corrective actions taken

budget

methods to measure effectiveness.

Context of and specific resources for assessment

Assessment must ensure:

access to office equipment and resources

access to previous direct marketing activity data.

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 written reports

demonstration of direct marketing planning 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.

Guidance information for assessment

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

other marketing units

advertising units

sales 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 identify new direct marketing opportunities based on changing market trends

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

literacy skills to write reports with complex concepts and ideas

numeracy skills to set direct marketing budgets.

Required knowledge

economic, social, industry, and media directions, trends, practices and techniques

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

Free TV Australia Commercial Television Industry Code of Practice

privacylaws

sweepstakes regulations

Trade Practices Act

organisational policies and procedures.

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.

Types of direct marketing activity may include:

advertising program such as:

collecting data from advertisers to send a prospect to a third party

prospect responding to advertiser

purchasing a product or service from a third party

distribution program such as:

direct purchase of product or service from advertiser

innovation program

Direct marketing objectives may include:

net growth of customer base through:

increase in acquisition

reduced attrition

increased relationship building

target sales in units and dollars

Performance gaps may include:

low response rate

cost per response too high

average order too low

Corrective actions may include:

dropping under-performing segments

increasing frequency of contact to existing lists or audiences

offering inducements to purchase greater volume

testing or using more attractive offers

testing or using new lists or audiences

using less expensive communications tactics

Costs may include:

maximum profitable acquisition cost at current lifetime value of new customers

maximum profitable cost to generate average sale from existing customer segments

Methods to measure and report effectiveness may include:

annual attrition rate

gross profit per message transmitted

net response rates

ration of marketing cost to sales income

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
Develop customer acquisition strategies which include objectives related to numbers of new customers, cost of recruiting, media options and promotional activities within an overall budget 
Develop customer retention strategies that relate to customer needs and wants, customer buying patterns, opportunities for up-selling or cross-selling, and customer renewals and reactivations 
Develop customer loyalty strategies that address relationship marketing objectives and contribute to long-term partnerships 
Analyse changes in market trends to identify and select direct marketing opportunities 
Compare advantages and disadvantages of types of direct marketing activity 
Select most appropriate direct marketing activity 
Match direct marketing activity to business objectives 
Document direct marketing objectives and purpose 
Analyse previous response data to determine performance gaps and required corrective actions 
Calculate costs of direct marketing activities 
Select methods to report and measure effectiveness of direct marketing activities 
Assign responsibilities to team members for data capturing and reporting 

Forms

Assessment Cover Sheet

BSBMKG508A - Plan direct marketing activities
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:

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Date:

Assessment Record Sheet

BSBMKG508A - Plan direct marketing activities

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: