This unit applies to those working within the service industries and in particular to small tourism and hospitality businesses wishing to participate in cooperative marketing initiatives.

Protocols for participation will vary and this unit must therefore be tailored to meet the needs of local industry.

Nil

ELEMENT

PERFORMANCE CRITERIA

1

Evaluate online cooperative marketing initiatives.

1.1

Source and evaluate relevant information about the range of current online cooperative tourism marketing initiatives and sites for potential value to the business.

1.2

Select an initiative that meets requirements and considerations of the business.

1.3

Evaluate additional skills, equipment or other resources that may be required to participate in initiative.

1.4

Assess value of participation through consideration of overall marketing direction and any budgetary constraints.

2

Provide online content in appropriate format and style.

2.1

Review and accurately interpret content requirements as set down by administrator of the cooperative initiative.

2.2

Use appropriate and customer-focussed writing techniques to develop content suited to an online environment and the requirements of specific cooperative initiatives.

2.3

Identify appropriate images for inclusion in online content.

2.4

Capture and manipulate digital images using appropriate techniques to enhance images.

2.5

Upload content according to relevant guidelines and protocols.

3

Use remote authoring to update content.

3.1

Develop protocols to ensure regular and timely updating of content within cooperative sites.

3.2

Update content accurately using remote authoring techniques according to requirements of cooperative site.

3.3

Review and evaluate content and outcomes of participation and identify and address any problems or issues arising.

This section describes the essential skills and knowledge and their level, required for this unit.

The following skills must be assessed as part of this unit:

ability to use remote authoring processes and techniques appropriate to one or more cooperative initiatives as defined by the site administrator

techniques to capture and manipulate digital images

communication skills to write customer-focussed content for an online environment.

The following knowledge must be assessed as part of this unit:

range of online cooperative marketing opportunities available to the tourism industry in Australia

current national, state and regional frameworks for online cooperative marketing, e.g. Australian Tourism Data Warehouse and other government initiatives

specific online cooperative marketing initiatives for particular industry sectors

guidelines and requirements for format and style of typical online copy

equipment and software requirements and techniques for capturing, manipulating and uploading digital images to cooperative sites, including saving and storing images.

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, the range statement and the Assessment Guidelines for this Training Package.

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

knowledge of current developments and initiatives in relation to online cooperative marketing in the Australian tourism industry

awareness of and ability to use basic technical skills to create, upload and update content, including words and images.

Context of and specific resources for assessment

Assessment must ensure:

demonstration of skills using industry-current equipment to develop and update online content in a cooperative marketing context.

Methods of assessment

A range of assessment methods should be used to assess the practical skills and knowledge required to participate in cooperative online marketing initiatives. The following examples are appropriate for this unit:

evaluation of content developed by the candidate

evaluation of reports prepared by the candidate to compare different online cooperative marketing initiatives

written and oral questioning to assess knowledge and awareness of potential online cooperative marketing initiatives for tourism operators within Australia

review of portfolios of evidence and third-party workplace reports of on-the-job performance by the candidate.

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.

Assessing employability skills

Employability skills are integral to effective performance in the workplace and are broadly consistent across industry sectors. How these skills are applied varies between occupations and qualifications due to the different work functions and contexts.

Employability skills embedded in this unit should be assessed holistically with other relevant units that make up the skill set or qualification and in the context of the job role.

BSBMKG401B Profile the market

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording in the performance criteria is detailed below.

Relevant information about the range of current online cooperative tourism marketing initiatives may be sourced from:

national, state, regional or local tourism organisations

private organisations

promotional material provided to the business

internet.

Cooperative tourism marketing initiatives may be established and run by:

national or state tourism organisations

regional tourism organisations

local tourism organisations

industry associations

private organisations.

Cooperative tourism marketing initiatives and sites may relate to:

information only

bookings and reservations

referral services

destination-based sites

product-based sites, e.g. bed and breakfasts.

Requirements and considerations of the business may include:

marketing goals and strategies

types of product and service offered

intended audience and market

budget

available technology

time resources

training requirements.

Content requirements for cooperative sites may include:

number of words

number and size of digital images or multimedia

order of information

links to other sites and emails

conformity with style guides

proximity to data and geocoding

pricing by room or package.

Protocols to ensure regular and timely updating of content may include:

timetable for updating words and images

allocation of responsibility to specific staff member for updating of content

monitoring pricing and the timing of the release of special offers

monitoring system-generated emails.

Remote authoring techniques may include:

those set down by a particular administrator

use of specific software programs as defined by site administrator, for example, software that assists in the development of digital images.

Sector

Cross-Sector

Marketing and Public Relations

The required outcomes described in this unit of competency contain applicable facets of employability skills. The Employability Skills Summary of the qualification in which this unit is packaged will assist in identifying employability skills requirements.