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

SIRXMKT007 Mapping and Delivery Guide
Develop a digital marketing plan

Version 1.0
Issue Date: March 2024


Qualification -
Unit of Competency SIRXMKT007 - Develop a digital marketing plan
Description
Employability Skills
Learning Outcomes and Application This unit describes the performance outcomes, skills and knowledge required to research, plan, implement and evaluate digital marketing activities. This unit applies to individuals working in a diverse range of sectors and business contexts. They operate independently, under limited supervision from others, and are responsible for making a range of operational decisions.No occupational licensing, certification or specific legislative 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.

Skills must be demonstrated in a service industries environment. This can be:

an industry workplace

a simulated industry environment.

Assessment must ensure access to:

current information on digital marketing types and channels

digital marketing monitoring tools.

Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors.

Prerequisites/co-requisites
Competency Field 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: Determine digital marketing requirements.
  • Determine organisational objectives and priorities for digital marketing activity.
  • Confirm available budget for digital marketing activity.
  • Review information on current and past digital marketing activities and their effectiveness.
  • Segment the online market and define target market.
  • Research target market and identify suitable digital marketing activities.
  • Identify internal and external factors impacting digital marketing activities.
  • Research trends and best practice in digital marketing, tools and software available.
       
Element: Develop digital marketing plan.
  • Confirm and document digital marketing objectives that are consistent with organisational objectives and priorities.
  • Determine digital marketing activities to drive targeted traffic to site and generate sales.
  • Document a digital marketing action plan that details key activities, resources and timeframes.
  • Establish performance indicators and evaluation criteria for measuring impact of digital marketing activities.
  • Integrate legal and ethical requirements and considerations into planning.
  • Ensure digital marketing plan aligns with organisational objectives, current marketing strategy and budget.
  • Seek required approval for digital marketing plan.
       
Element: Monitor digital marketing activity.
  • Communicate digital marketing plan, responsibilities and expectations to relevant personnel.
  • Oversee digital marketing activity and respond to issues as they arise.
  • Monitor digital marketing content and ensure alignment with digital marketing plans and objectives.
  • Track customer traffic and conversion rates to identify trends in customer and digital marketing activity.
       
Element: Review digital marketing activities.
  • Review trends in customer traffic and conversion rates to determine impact of digital marketing activities.
  • Calculate return on investment for any paid digital marketing activities.
  • Identify and evaluate new and emerging digital marketing trends and technologies and consider their use for improved marketing outcomes.
  • Make recommendations for improvements in digital marketing based on review.
       


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.

ELEMENTS

PERFORMANCECRITERIA

Elements describe the essential outcomes.

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

1. Determine digital marketing requirements.

1.1. Determine organisational objectives and priorities for digital marketing activity.

1.2. Confirm available budget for digital marketing activity.

1.3. Review information on current and past digital marketing activities and their effectiveness.

1.4. Segment the online market and define target market.

1.5. Research target market and identify suitable digital marketing activities.

1.6. Identify internal and external factors impacting digital marketing activities.

1.7. Research trends and best practice in digital marketing, tools and software available.

2. Develop digital marketing plan.

2.1. Confirm and document digital marketing objectives that are consistent with organisational objectives and priorities.

2.2. Determine digital marketing activities to drive targeted traffic to site and generate sales.

2.3. Document a digital marketing action plan that details key activities, resources and timeframes.

2.4. Establish performance indicators and evaluation criteria for measuring impact of digital marketing activities.

2.5. Integrate legal and ethical requirements and considerations into planning.

2.6. Ensure digital marketing plan aligns with organisational objectives, current marketing strategy and budget.

2.7. Seek required approval for digital marketing plan.

3. Monitor digital marketing activity.

3.1. Communicate digital marketing plan, responsibilities and expectations to relevant personnel.

3.2. Oversee digital marketing activity and respond to issues as they arise.

3.3. Monitor digital marketing content and ensure alignment with digital marketing plans and objectives.

3.4. Track customer traffic and conversion rates to identify trends in customer and digital marketing activity.

4. Review digital marketing activities.

4.1. Review trends in customer traffic and conversion rates to determine impact of digital marketing activities.

4.2. Calculate return on investment for any paid digital marketing activities.

4.3. Identify and evaluate new and emerging digital marketing trends and technologies and consider their use for improved marketing outcomes.

4.4. Make recommendations for improvements in digital marketing based on review.

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

determine the digital marketing requirements of one organisation and develop a digital marketing plan, to be executed over one sales or promotional period, detailing:

digital marketing channels

priorities

key activities

responsibilities

performance indicators

tracking

timelines

budgets

review digital marketing activity across one sales or promotional period to:

determine effectiveness of activities

make recommendations for improvements.

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

key legal and ethical requirements and considerations as relevant to digital marketing:

Australian Consumer Law

copyright

privacy

codes of practice

current digital marketing trends and technologies

customer behaviours and psychology as related to digital marketing

traditional and non-traditional digital marketing types and channels:

search engine optimisation

search engine marketing

online advertising

email

video

blogging

social media

affiliate marketing

impressions

remarketing

the above list of marketing types and channels and their:

benefits

limitations

application and use

internal and external operating factors impacting digital marketing

techniques for market segmentation and its application to digital marketing

techniques and tools for achieving the following through digital marketing activities:

increased customer traffic

increased engagement:

existing customers

new customers

disengaged customers

sales generation

consistency in content

consistency with marketing strategy

digital marketing planning techniques and formats, and key features of a digital marketing plan

performance indicators for measuring impact of digital marketing activities

tools and methods for tracking digital marketing activity.


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.

ELEMENTS

PERFORMANCECRITERIA

Elements describe the essential outcomes.

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

1. Determine digital marketing requirements.

1.1. Determine organisational objectives and priorities for digital marketing activity.

1.2. Confirm available budget for digital marketing activity.

1.3. Review information on current and past digital marketing activities and their effectiveness.

1.4. Segment the online market and define target market.

1.5. Research target market and identify suitable digital marketing activities.

1.6. Identify internal and external factors impacting digital marketing activities.

1.7. Research trends and best practice in digital marketing, tools and software available.

2. Develop digital marketing plan.

2.1. Confirm and document digital marketing objectives that are consistent with organisational objectives and priorities.

2.2. Determine digital marketing activities to drive targeted traffic to site and generate sales.

2.3. Document a digital marketing action plan that details key activities, resources and timeframes.

2.4. Establish performance indicators and evaluation criteria for measuring impact of digital marketing activities.

2.5. Integrate legal and ethical requirements and considerations into planning.

2.6. Ensure digital marketing plan aligns with organisational objectives, current marketing strategy and budget.

2.7. Seek required approval for digital marketing plan.

3. Monitor digital marketing activity.

3.1. Communicate digital marketing plan, responsibilities and expectations to relevant personnel.

3.2. Oversee digital marketing activity and respond to issues as they arise.

3.3. Monitor digital marketing content and ensure alignment with digital marketing plans and objectives.

3.4. Track customer traffic and conversion rates to identify trends in customer and digital marketing activity.

4. Review digital marketing activities.

4.1. Review trends in customer traffic and conversion rates to determine impact of digital marketing activities.

4.2. Calculate return on investment for any paid digital marketing activities.

4.3. Identify and evaluate new and emerging digital marketing trends and technologies and consider their use for improved marketing outcomes.

4.4. Make recommendations for improvements in digital marketing based on review.

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 organisational objectives and priorities for digital marketing activity. 
Confirm available budget for digital marketing activity. 
Review information on current and past digital marketing activities and their effectiveness. 
Segment the online market and define target market. 
Research target market and identify suitable digital marketing activities. 
Identify internal and external factors impacting digital marketing activities. 
Research trends and best practice in digital marketing, tools and software available. 
Confirm and document digital marketing objectives that are consistent with organisational objectives and priorities. 
Determine digital marketing activities to drive targeted traffic to site and generate sales. 
Document a digital marketing action plan that details key activities, resources and timeframes. 
Establish performance indicators and evaluation criteria for measuring impact of digital marketing activities. 
Integrate legal and ethical requirements and considerations into planning. 
Ensure digital marketing plan aligns with organisational objectives, current marketing strategy and budget. 
Seek required approval for digital marketing plan. 
Communicate digital marketing plan, responsibilities and expectations to relevant personnel. 
Oversee digital marketing activity and respond to issues as they arise. 
Monitor digital marketing content and ensure alignment with digital marketing plans and objectives. 
Track customer traffic and conversion rates to identify trends in customer and digital marketing activity. 
Review trends in customer traffic and conversion rates to determine impact of digital marketing activities. 
Calculate return on investment for any paid digital marketing activities. 
Identify and evaluate new and emerging digital marketing trends and technologies and consider their use for improved marketing outcomes. 
Make recommendations for improvements in digital marketing based on review. 

Forms

Assessment Cover Sheet

SIRXMKT007 - Develop a digital marketing plan
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Assessment Record Sheet

SIRXMKT007 - Develop a digital marketing plan

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