ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

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

1. Prepare electronic marketing strategy or plan

1.1 In consultation with relevant personnel, determine electronic marketing (e-marketing) purpose and objectives reflecting organisation’s strategy, direction and values

1.2 Develop an e-marketing strategy or plan that addresses aims and targets of organisation’s existing business or marketing plan, and is consistent with organisational and budgetary requirements

1.3 Develop a value proposition for e-marketing strategy or plan

1.4 Identify, cost and detail e-marketing tools for the organisation and its products and services in the e-marketing strategy or plan

1.5 Identify and incorporate e-marketing approaches, tools and strategies to reach target market and achieve objectives

1.6 Ensure e-marketing strategy or plan includes an action plan, schedule and budget estimates for developing and implementing e-marketing strategies

1.7 Ensure e-marketing strategy or plan includes effectiveness measures and meets legal and ethical requirements

2. Prepare and evaluate website marketing strategy

2.1 Evaluate website marketing objectives to ensure they are consistent with e-marketing strategy or plan, and modify if required

2.2 Establish strategies for evaluation of website as a marketing tool

2.3 Evaluate website design according to e-marketing strategy, to ensure the design projects required image of the organisation, and conveys features and benefits of products or services; recommend modifications if required

2.4 Evaluate website data recording, contacts and feedback mechanisms as part of website evaluation

2.5 Develop website marketing strategy in accordance with, and for inclusion in, e-marketing strategy or plan

2.6 Integrate website marketing strategy into overall e-marketing strategy

2.7 Evaluate effectiveness of website marketing strategy

Skill

Performance Criteria

Description

Reading

1.1, 1.2, 1.4, 1.6, 1.7, 2.1, 2.4, 2.5, 2.7

Interprets, analyses and reviews a range of texts of relative complexity to construct, confirm and extend understanding

Writing

1.2, 1.4, 1.6, 1.7, 2.1, 2.2, 2.3, 2.5, 2.6

Uses clear, accurate and relevant language to organise and record information and complete workplace documentation

Oral Communication

1.1

Participates in verbal exchanges using appropriate language and non-verbal features

Elicits views and opinions of others with active listening and questioning

Numeracy

1.4, 2.4

Interprets numerical data to determine resource requirements and website efficacy

Navigate the world of work

1.1, 1.2, 1.7, 2.1

Adheres to organisational objectives and policies and considers own role for its contribution to broader goals of the work environment

Appreciates implications of legal, ethical and regulatory responsibilities related to own work

Interacts with others

1.1

Collaborates with others to achieve joint outcomes, playing an active role in facilitating effective group interaction, influencing direction and taking a leadership role

Get the work done

1.2-1.5, 2.1-2.4, 2.7

Develops plans and uses effective organisational and time-management skills to complete tasks with an awareness of how they may contribute to longer-term operational and strategic goals

In more complex, non-routine situations, uses a formal decision-making process, setting or clarifying goals, gathering information and identifying and evaluating several choices against a limited set of criteria

Uses experiences to reflect on the way variables impact outcomes and to gain insights into future effective marketing strategies

Understands key principles and concepts underpinning design and operation of digital systems and tools, and applies these when seeking to understand potential of new technology