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

BSBMKG611 Mapping and Delivery Guide
Manage measurement of marketing effectiveness

Version 1.0
Issue Date: May 2024


Qualification -
Unit of Competency BSBMKG611 - Manage measurement of marketing effectiveness
Description
Employability Skills
Learning Outcomes and Application This unit describes the skills and knowledge required to manage a strategy measuring the effectiveness of marketing activity.It applies to individuals who possess a sound theoretical knowledge base and who are primarily responsible for using a range of metrics to gauge success of marketing interests.Depending on size and structure of the organisation, this role generally applies to a person with managerial responsibility.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.
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: Prepare for implementation of strategy to measure marketing effectiveness
  • Review current marketing strategies and marketing plans, and research range of metrics available to measure effectiveness of relevant marketing processes and functions
  • Analyse effectiveness of current marketing metrics used by the organisation in each key marketing operation
  • Critically analyse how existing marketing metrics link to strategy, and opportunities to improve links
  • Plan to address any issues with use of marketing metrics within the organisation
  • Design criteria for retaining existing marketing metrics, and for selecting new manageable and cost-effective metrics
  • Gain approval for design or redesign of strategy from senior management
       
Element: Design strategy to measure marketing effectiveness
  • Set objectives for measurement and evaluation of marketing effectiveness
  • Select methods to measure marketing performance for each marketing process or function, tailored to the organisation’s brand or unique positioning
  • Calculate costs of gathering and analysing data with assistance of relevant financial experts
  • Design and record implementation strategy for measuring and analysing marketing performance, or make recommendations for improving current strategy
       
Element: Manage, implement and evaluate strategy to measure marketing effectiveness
  • Design and implement appropriate communication and training strategy, so marketing and other relevant personnel fully understand their role in measuring marketing effectiveness
  • Supervise design and implementation of specific metrics
  • Plan and monitor work activity to ensure adherence to strategy for measurement of marketing effectiveness
  • Design process to review and evaluate marketing metrics on a regular basis, and if organisational strategy changes
       


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. Prepare for implementation of strategy to measure marketing effectiveness

1.1 Review current marketing strategies and marketing plans, and research range of metrics available to measure effectiveness of relevant marketing processes and functions

1.2 Analyse effectiveness of current marketing metrics used by the organisation in each key marketing operation

1.3 Critically analyse how existing marketing metrics link to strategy, and opportunities to improve links

1.4 Plan to address any issues with use of marketing metrics within the organisation

1.5 Design criteria for retaining existing marketing metrics, and for selecting new manageable and cost-effective metrics

1.6 Gain approval for design or redesign of strategy from senior management

2. Design strategy to measure marketing effectiveness

2.1 Set objectives for measurement and evaluation of marketing effectiveness

2.2 Select methods to measure marketing performance for each marketing process or function, tailored to the organisation’s brand or unique positioning

2.3 Calculate costs of gathering and analysing data with assistance of relevant financial experts

2.4 Design and record implementation strategy for measuring and analysing marketing performance, or make recommendations for improving current strategy

3. Manage, implement and evaluate strategy to measure marketing effectiveness

3.1 Design and implement appropriate communication and training strategy, so marketing and other relevant personnel fully understand their role in measuring marketing effectiveness

3.2 Supervise design and implementation of specific metrics

3.3 Plan and monitor work activity to ensure adherence to strategy for measurement of marketing effectiveness

3.4 Design process to review and evaluate marketing metrics on a regular basis, and if organisational strategy changes

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. Prepare for implementation of strategy to measure marketing effectiveness

1.1 Review current marketing strategies and marketing plans, and research range of metrics available to measure effectiveness of relevant marketing processes and functions

1.2 Analyse effectiveness of current marketing metrics used by the organisation in each key marketing operation

1.3 Critically analyse how existing marketing metrics link to strategy, and opportunities to improve links

1.4 Plan to address any issues with use of marketing metrics within the organisation

1.5 Design criteria for retaining existing marketing metrics, and for selecting new manageable and cost-effective metrics

1.6 Gain approval for design or redesign of strategy from senior management

2. Design strategy to measure marketing effectiveness

2.1 Set objectives for measurement and evaluation of marketing effectiveness

2.2 Select methods to measure marketing performance for each marketing process or function, tailored to the organisation’s brand or unique positioning

2.3 Calculate costs of gathering and analysing data with assistance of relevant financial experts

2.4 Design and record implementation strategy for measuring and analysing marketing performance, or make recommendations for improving current strategy

3. Manage, implement and evaluate strategy to measure marketing effectiveness

3.1 Design and implement appropriate communication and training strategy, so marketing and other relevant personnel fully understand their role in measuring marketing effectiveness

3.2 Supervise design and implementation of specific metrics

3.3 Plan and monitor work activity to ensure adherence to strategy for measurement of marketing effectiveness

3.4 Design process to review and evaluate marketing metrics on a regular basis, and if organisational strategy changes

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
Review current marketing strategies and marketing plans, and research range of metrics available to measure effectiveness of relevant marketing processes and functions 
Analyse effectiveness of current marketing metrics used by the organisation in each key marketing operation 
Critically analyse how existing marketing metrics link to strategy, and opportunities to improve links 
Plan to address any issues with use of marketing metrics within the organisation 
Design criteria for retaining existing marketing metrics, and for selecting new manageable and cost-effective metrics 
Gain approval for design or redesign of strategy from senior management 
Set objectives for measurement and evaluation of marketing effectiveness 
Select methods to measure marketing performance for each marketing process or function, tailored to the organisation’s brand or unique positioning 
Calculate costs of gathering and analysing data with assistance of relevant financial experts 
Design and record implementation strategy for measuring and analysing marketing performance, or make recommendations for improving current strategy 
Design and implement appropriate communication and training strategy, so marketing and other relevant personnel fully understand their role in measuring marketing effectiveness 
Supervise design and implementation of specific metrics 
Plan and monitor work activity to ensure adherence to strategy for measurement of marketing effectiveness 
Design process to review and evaluate marketing metrics on a regular basis, and if organisational strategy changes 

Forms

Assessment Cover Sheet

BSBMKG611 - Manage measurement of marketing effectiveness
Assessment task 1: [title]

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

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Result: Competent Not yet competent

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Assessment Record Sheet

BSBMKG611 - Manage measurement of marketing effectiveness

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

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