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Evidence Guide: BSBMKG509 - Implement and monitor direct marketing activities

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

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BSBMKG509 - Implement and monitor direct marketing activities

What evidence can you provide to prove your understanding of each of the following citeria?

Allocate responsibilities for direct marketing activities

  1. Critically analyse criteria for setting priorities for direct marketing activities, in accordance with marketing plan and organisational direct marketing requirements
  2. Assemble required resources to conduct direct marketing activities
  3. Brief staff and suppliers on their budgets, timelines, roles and responsibilities
  4. Develop forms for conducting direct marketing activities and recording responses
Critically analyse criteria for setting priorities for direct marketing activities, in accordance with marketing plan and organisational direct marketing requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assemble required resources to conduct direct marketing activities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Brief staff and suppliers on their budgets, timelines, roles and responsibilities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop forms for conducting direct marketing activities and recording responses

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Implement direct marketing activities

  1. Schedule work on each campaign element according to lead times required for different media and in accordance with marketing plan
  2. Ensure staff and suppliers meet agreed production schedule and budget
  3. Identify any likely variations in production budget, raise with relevant persons as required, and gain approval for variations
  4. Make provisions to cover promotion overperformance
  5. Implement direct marketing activities in accordance with direct marketing plan objectives
  6. Ensure activities are implemented in accordance with legal and ethical requirements
Schedule work on each campaign element according to lead times required for different media and in accordance with marketing plan

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure staff and suppliers meet agreed production schedule and budget

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify any likely variations in production budget, raise with relevant persons as required, and gain approval for variations

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Make provisions to cover promotion overperformance

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Implement direct marketing activities in accordance with direct marketing plan objectives

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure activities are implemented in accordance with legal and ethical requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor direct marketing activities

  1. Record responses at regular intervals throughout campaign
  2. Identify and use evaluation criteria to determine campaign effectiveness
  3. Determine whether campaign is overperforming
  4. Implement new targets and procedures to capitalise on positive overperformance
  5. Modify direct marketing activities to extinguish nonprofitable overperformance
Record responses at regular intervals throughout campaign

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and use evaluation criteria to determine campaign effectiveness

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine whether campaign is overperforming

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Implement new targets and procedures to capitalise on positive overperformance

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Modify direct marketing activities to extinguish nonprofitable overperformance

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine continuous improvement opportunities

  1. Analyse success indicators of direct marketing campaign
  2. Document campaign performance in accordance with organisational reporting requirements
  3. Encourage team members to identify and propose ways to improve campaign performance
  4. Determine, document and assign responsibilities for required improvements to future direct marketing campaigns
Analyse success indicators of direct marketing campaign

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Document campaign performance in accordance with organisational reporting requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Encourage team members to identify and propose ways to improve campaign performance

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine, document and assign responsibilities for required improvements to future direct marketing campaigns

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

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

1. Allocate responsibilities for direct marketing activities

1.1 Critically analyse criteria for setting priorities for direct marketing activities, in accordance with marketing plan and organisational direct marketing requirements

1.2 Assemble required resources to conduct direct marketing activities

1.3 Brief staff and suppliers on their budgets, timelines, roles and responsibilities

1.4 Develop forms for conducting direct marketing activities and recording responses

2. Implement direct marketing activities

2.1 Schedule work on each campaign element according to lead times required for different media and in accordance with marketing plan

2.2 Ensure staff and suppliers meet agreed production schedule and budget

2.3 Identify any likely variations in production budget, raise with relevant persons as required, and gain approval for variations

2.4 Make provisions to cover promotion overperformance

2.5 Implement direct marketing activities in accordance with direct marketing plan objectives

2.6 Ensure activities are implemented in accordance with legal and ethical requirements

3. Monitor direct marketing activities

3.1 Record responses at regular intervals throughout campaign

3.2 Identify and use evaluation criteria to determine campaign effectiveness

3.3 Determine whether campaign is overperforming

3.4 Implement new targets and procedures to capitalise on positive overperformance

3.5 Modify direct marketing activities to extinguish nonprofitable overperformance

4. Determine continuous improvement opportunities

4.1 Analyse success indicators of direct marketing campaign

4.2 Document campaign performance in accordance with organisational reporting requirements

4.3 Encourage team members to identify and propose ways to improve campaign performance

4.4 Determine, document and assign responsibilities for required improvements to future direct marketing campaigns

Required Skills and Knowledge

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

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

1. Allocate responsibilities for direct marketing activities

1.1 Critically analyse criteria for setting priorities for direct marketing activities, in accordance with marketing plan and organisational direct marketing requirements

1.2 Assemble required resources to conduct direct marketing activities

1.3 Brief staff and suppliers on their budgets, timelines, roles and responsibilities

1.4 Develop forms for conducting direct marketing activities and recording responses

2. Implement direct marketing activities

2.1 Schedule work on each campaign element according to lead times required for different media and in accordance with marketing plan

2.2 Ensure staff and suppliers meet agreed production schedule and budget

2.3 Identify any likely variations in production budget, raise with relevant persons as required, and gain approval for variations

2.4 Make provisions to cover promotion overperformance

2.5 Implement direct marketing activities in accordance with direct marketing plan objectives

2.6 Ensure activities are implemented in accordance with legal and ethical requirements

3. Monitor direct marketing activities

3.1 Record responses at regular intervals throughout campaign

3.2 Identify and use evaluation criteria to determine campaign effectiveness

3.3 Determine whether campaign is overperforming

3.4 Implement new targets and procedures to capitalise on positive overperformance

3.5 Modify direct marketing activities to extinguish nonprofitable overperformance

4. Determine continuous improvement opportunities

4.1 Analyse success indicators of direct marketing campaign

4.2 Document campaign performance in accordance with organisational reporting requirements

4.3 Encourage team members to identify and propose ways to improve campaign performance

4.4 Determine, document and assign responsibilities for required improvements to future direct marketing campaigns