Application
This unit describes the performance outcomes, skills and knowledge required to evaluate online cooperative tourism marketing initiatives, provide appropriate website content, and update this content using remote authoring skills. It requires a general knowledge of online marketing initiatives in the tourism industry and the basic technical skills that allow business operators to participate effectively in these initiatives.
The unit applies to all industry sectors. Individuals working independently with limited guidance from others undertake this role. This could include sales and marketing personnel, managers, and owner-operators of small businesses.
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. Evaluate online cooperative marketing initiatives. | 1.1.Source and evaluate information about current online cooperative marketing initiatives and sites for potential value to the business. 1.2.Select initiatives that respond to business requirements. 1.3.Evaluate additional skills, equipment or other resources required to participate. |
2. Provide online content in appropriate format and style. | 2.1.Review content requirements set down by administrator of cooperative initiative. 2.2.Develop content suited to an online environment and administrator requirements. 2.3.Identify, organise and prepare appropriate images for inclusion. 2.4.Upload content according to guidelines and protocols. |
3. Use remote authoring to update content. | 3.1.Develop protocols for regular and timely updating of content in cooperative sites. 3.2.Update content using remote authoring techniques according to requirements of cooperative site. 3.3.Evaluate content and outcomes of participation, and identify and address issues arising. |
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:
review and report on potential cooperative online marketing initiatives or sites for at least three different products or services according to business context
develop a marketing proposal for at least one cooperative marketing site from the above, including relevance to the business, potential benefits, and technical and financial resource requirements
create content for the above cooperative marketing site, including use of text and images
upload content to cooperative marketing site according to technical procedures and to meet site content guidelines
develop a schedule for updating text and images in the above content.
Evidence of Knowledge
Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:
online cooperative marketing opportunities available to the tourism industry in Australia
current national, state and regional frameworks for online cooperative marketing initiatives for particular industry sectors
business requirements to undertake online cooperative marketing:
available technology
budget
intended audience and market
marketing goals and strategies
time resources
training requirements
types of product and service offered
content requirements for online sites:
conformity with style guides
links to other sites and emails
number and size of digital images or multimedia
number of words
order of information
pricing by room or package
proximity to data and geocoding
protocols for uploading content:
allocating responsibility for updating of content
monitoring pricing and timing of the release of special offers
monitoring system-generated emails
timetable for updating words and images
guidelines and requirements for format and style of typical online copy
techniques for capturing, saving, storing, manipulating and uploading digital images to cooperative sites.
Assessment Conditions
Skills must be demonstrated in an operational business or activity. This can be:
an industry workplace
a simulated industry environment.
Assessment must ensure access to:
current information and communications technology
content suitable for online use:
text
images
multimedia
different style guides and online technical specifications.
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 |
Reading skills to: | research information from varied and unfamiliar sources about online marketing initiatives read and interpret technical requirements of the initiative. |
Numeracy skills to: | work with numerical features of digital technologies. |
Problem-solving skills to: | identify and respond to technical issues with online content. |
Planning and organising skills to: | coordinate the different requirements for participating in a cooperative initiative. |
Technology skills to: | manipulate digital images. |
Sectors
Cross-Sector
Competency Field
Marketing and Public Relations