- BSBMKG509A - Implement and monitor direct marketing activities
Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners
BSBMKG509A Mapping and Delivery Guide
Implement and monitor direct marketing activities
Version 1.0
Issue Date: May 2024
Qualification | - |
Unit of Competency | BSBMKG509A - Implement and monitor direct marketing activities |
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Description | This unit describes the performance outcomes, skills and knowledge required to implement, monitor and evaluate the effectiveness of direct marketing activities in accordance with an organisation's marketing plan.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 marketing management roles who are responsible for managing a team to implement direct marketing activities for a product or service. They may work in small, medium or large enterprises and across a variety of industries. | ||
Duration and Setting | X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting. |
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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 | |
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Elements of Competency | Performance Criteria | |||||||
Element: Allocate responsibilities for direct marketing activities |
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Element: Implement direct marketing activities |
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Element: Monitor direct marketing activities |
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Element: Determine continuous improvement opportunities |
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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: allocate responsibilities to team members and external suppliers for at least one direct marketing campaign coordinate resources, tools and personnel required to implement direct marketing campaign monitor and evaluate performance of direct marketing campaign analyse campaign performance involving team at conclusion of campaign. |
Context of and specific resources for assessment | Assessment must ensure: access to office equipment and resources access to marketing plan and past campaign performance data and information. |
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 demonstration of direct marketing techniques in a workplace environment 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 on campaign performance 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: BSBMKG410A Test direct marketing activities BSBMKG514A Implement and monitor 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.
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Required skills |
communication and negotiation skills to ensure required resources are obtained from team members and external suppliers literacy skills to prepare reports with complex concepts and ideas numeracy skills to analyse performance of direct marketing activities and to run campaign budgets organisational and time management skills to sequence tasks and to meet time lines teamwork skills to support a team involved in direct marketing activities. |
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 Practice and 'Do Not Mail' and 'Do Not Call' Free TV Australia Commercial Television Industry Code of Practice privacylaws sweepstakes regulations Trade Practices Act organisational policies and procedures software applications used in direct marketing activities such as databases. |
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. | |
Criteria for setting priorities may include: | what needs doing first what promises to deliver the highest return what requires the greatest financial, human and other resources |
Required resources may include: | customer lists data databases financial software staff |
Roles and responsibilities may include: | art direction chasing data that has not been provided development of copy development of design media planning media buying obtaining lists |
Forms may include: | hard copy documents digital offline (email) records digital online (direct to database) records |
Media may include: | cable or satellite television facsimile free-to-air television phone website |
Provisions to cover promotion over-performance may include: | conducting thorough and rigorous sales forecasts ensuring website can cope with high volume having a buffer stock of product or service brochures or other promotional materials to cover better than expected response rates taking steps to ensure availability of adequately trained call centre staff |
Legal and ethical requirements may include: | Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice Free TV Australia Commercial Television Industry Code of Practice privacy laws state/territory regulations regarding sweepstakes Trade Practices Act |
Regular intervals may include: | daily hourly three monthly weekly |
Evaluation criteria may include: | average order size (units) average order value (dollars) calculating the total response in terms of: dollars orders units cost per response gross profit per attempted contact response rate calculated as a percentage of attempted contacts such as: copies of publication distributed emails actually sent phones actually answered phones actually rung pieces actually mailed right party contacted website click throughs website visits |
Non-profitable over-performance may include: | customer service issues related to not following up leads quickly excessive processing and fulfilment costs low gross profit per contact low margin offer priced too low |
Success indicators may include: | customer satisfaction levels maintained or improved materials delivered on time and within budget number of responses and cost per response meeting budget all tasks completed on time |
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 |
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Critically analyse criteria for setting priorities for direct marketing activities, in accordance with marketing plan and organisational direct marketing requirements | |||
Assemble required resources to conduct direct marketing activities | |||
Brief staff and suppliers on their budgets, time lines, roles and responsibilities | |||
Develop forms for conducting direct marketing activities and recording responses | |||
Schedule work on each campaign element according to lead times required for different media and in accordance with marketing plan | |||
Ensure staff and suppliers meet agreed production schedule and budget | |||
Identify any likely variations in production budget, raise with relevant persons as required and gain approval for variations | |||
Make provisions to cover promotion over-performance | |||
Implement direct marketing activities in accordance with direct marketing plan objectives | |||
Ensure activities are implemented in accordance with legal and ethical requirements | |||
Record responses at regular intervals throughout the campaign | |||
Identify and use evaluation criteria to determine campaign effectiveness | |||
Determine whether campaign is over-performing | |||
Implement new targets and procedures to capitalise on positive over-performance | |||
Modify direct marketing activities to extinguish non-profitable over-performance | |||
Analyse success indicators of direct marketing campaign | |||
Document campaign performance in accordance with organisational reporting requirements | |||
Encourage team members to identify and propose ways to improve campaign performance | |||
Determine, document and assign responsibilities for required improvements to future direct marketing campaigns |
Forms
Assessment Cover Sheet
BSBMKG509A - Implement and monitor 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
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Date:
Assessment Record Sheet
BSBMKG509A - Implement and monitor 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: