Application
This unit describes the performance outcomes, skills and knowledge required to follow a digital marketing plan to undertake and review online marketing activities.
It applies to individuals working in digital marketing roles in a diverse range of industry sectors and business contexts that undertake digital marketing activities. They operate independently with some responsibility for decision making, and within established organisational policies and procedures.
No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.
Elements and Performance Criteria
ELEMENTS | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Research market information. | 1.1.Conduct research using appropriate sources to gather background market information and to determine customer preferences. 1.2.Identify emerging trends in digital marketing and how they can be utilised by the organisation. 1.3.Report research findings in accordance with organisational policies and procedures. |
2. Undertake digital marketing activities. | 2.1.Source and review organisational digital marketing plan and relevant procedures. 2.2.Implement digital marketing plan and key digital marketing activities. 2.3.Ensure digital marketing activities comply with organisational policies and procedures and legal and ethical practices for digital marketing. 2.4.Use online tools to enhance outcomes of digital marketing activities 2.5.Monitor digital marketing activities, and recommend amendments to digital marketing plan to relevant personnel. |
3. Review digital marketing activities. | 3.1.Measure and record outcomes of digital marketing activities. 3.2.Review digital marketing activities against expected outcomes. 3.3.Prepare report of digital marketing outcomes and communicate to relevant personnel. |
Evidence of Performance
Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:
use the following market testing tools to determine and report on the preferences of a target customer:
the trial of products and services online
A/B testing or multi variate
implement a digital marketing plan by:
creating search engine optimisation
creating cost effective targeted advertising
creating cost effective display advertisements that generate sales
preparing and distributing marketing emails
amending website to influence customer engagement and maximise sales
monitor and review outcomes of digital marketing activities across for one month and report on results.
Evidence of Knowledge
Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:
organisational policies and procedures for digital marketing
key aspects of legal and ethical practices related to digital marketing:
responsible marketing practices
duty of care
rules and regulations and terms of use of specific digital marketing tools:
privacy
spamming
copyright
digital marketing:
industry trends
customer responses
types
reach and impacts
copy and design elements that communicate desired image, features and benefits of products or services, and suit characteristics of chosen media
strategies for:
search engine optimisation
targeted digital advertising
email marketing
digital marketing tools and their application in digital marketing activities:
generate customer loyalty
track path to purchase
optimise search engine results
influence customer engagement.
Assessment Conditions
Skills must be demonstrated in:
an industry workplace
a simulated industry environment.
Assessment must ensure access to:
internet
an editable retail website
digital marketing testing and monitoring tools
relevant documentation:
organisational digital marketing plan
legal and ethical practices for use of digital marketing
digital marketing organisational policies and procedures
digital marketing analytics.
Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors.
Foundation Skills
Foundation skills essential to performance in this unit, but not explicit in the performance criteria are listed here, along with a brief context statement. | |
SKILLS | DESCRIPTION |
Numeracy skills to: | evaluate and interpret digital marketing analytics. |
Technology skills to: | use digital marketing tools generate digital marketing reports. |
Sectors
Cross-Sector
Competency Field
Marketing