Plan e-marketing communications Evidence Guide

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Evidence Guide: BSBMKG510B - Plan e-marketing communications

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!

From the Wiki University

BSBMKG510B - Plan e-marketing communications

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

Prepare an electronic marketing strategy or plan

In consultation with relevant personnel, determine electronic marketing purpose and objectives that reflect the organisation's strategy, direction and values
Develop an electronic marketing (e-marketing) strategy or plan that addresses the aims and targets of the organisation's existing business or marketing plan, and is consistent with organisational and budgetary requirements
Develop a value proposition for the e-marketing strategy or plan
Identify, cost and detail electronic marketing tools for the organisation and its products and services in the e-marketing strategy or plan
Identify and incorporate electronic marketing approaches, tools and strategies to reach target market and achieve objectives
Ensure e-marketing strategy or plan includes an action plan, schedule and budget estimates for developing and implementing electronic marketing strategies
Ensure e-marketing strategy or plan includes effectiveness measures and meets legal and ethical requirements

In consultation with relevant personnel, determine electronic marketing purpose and objectives that reflect the organisation's strategy, direction and values

Completed
Date:

Teacher:

Evidence:

Develop an electronic marketing (e-marketing) strategy or plan that addresses the aims and targets of the organisation's existing business or marketing plan, and is consistent with organisational and budgetary requirements

Completed
Date:

Teacher:

Evidence:

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

Completed
Date:

Teacher:

Evidence:

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

Completed
Date:

Teacher:

Evidence:

Identify and incorporate electronic marketing approaches, tools and strategies to reach target market and achieve objectives

Completed
Date:

Teacher:

Evidence:

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

Completed
Date:

Teacher:

Evidence:

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

Completed
Date:

Teacher:

Evidence:

Prepare and evaluate a website marketing strategy

Evaluate website marketing objectives to ensure they are consistent with e-marketing strategy or plan, and modify if required
Establish strategies for evaluation of the website as a marketing tool
Evaluate website design according to overall e-marketing strategy or plan to ensure the design projects required image of the organisation and conveys the features and benefits of products or services, and recommend modifications if required
Evaluate website data recording, contacts and feedback mechanisms as part of the website evaluation
Develop website marketing strategy in accordance with, and for inclusion in, e-marketing strategy or plan
Integrate website marketing strategy into the overall e-marketing strategy or plan
Evaluate effectiveness of website marketing strategy

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

Completed
Date:

Teacher:

Evidence:

Establish strategies for evaluation of the website as a marketing tool

Completed
Date:

Teacher:

Evidence:

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

Completed
Date:

Teacher:

Evidence:

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

Completed
Date:

Teacher:

Evidence:

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

Completed
Date:

Teacher:

Evidence:

Integrate website marketing strategy into the overall e-marketing strategy or plan

Completed
Date:

Teacher:

Evidence:

Evaluate effectiveness of website marketing strategy

Completed
Date:

Teacher:

Evidence:

Assessed

Teacher: ___________________________ Date: _

Signature: ________________________________________________

Comments:

Instructions to Assessors

Evidence Guide


The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.
Overview of assessment
Critical aspects for assessment and evidence required to demonstrate competency in this unit	Evidence of the following is essential: development of an e-marketing strategy or plan for at least one product or service, containing: action plan schedule costings monitoring strategy evaluation methods development of a website marketing strategy for a product or service that meets overall organisational e-marketing objectives.
Context of and specific resources for assessment	Assessment must ensure access to: a workplace or simulated work environment office equipment and resources relevant organisational strategies and plans.
Method of assessment	The following assessment methods are appropriate for this unit: assessment of reports outlining electronic and website marketing strategies and reports review of portfolios of evidence and third-party workplace reports of the development of e-marketing and website marketing strategies observation of presentations of strategies and plans oral or written questioning about characteristics of e-marketing tools, and their benefits and challenges review of case studies about e-marketing strategies.
Guidance information for assessment	Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.

Required Skills and Knowledge

Required skills

communication and negotiation skills toimplement marketing strategies

initiative and enterprise skills to identify marketing approaches, tools and strategies that meet organisation's objectives

learning skills to:

evaluate a website marketing strategy

learn from this evaluation to improve the organisation's operations

literacy and numeracy skills to:

interpret organisational and budgetary requirements

write electronic marketing plans or strategies

planning and organising skills to plan e-marketing strategies

technology skills to use a range of computer software and electronic equipment when conducting electronic marketing

Required knowledge

characteristics of a range of electronic marketing tools and:

associated benefits for use with e-marketing

challenges with implementation, for example costs, and availability of technology

overview knowledge of key provisions of relevant legislation that affect business operations, codes of practice and national standards, such as:

Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice

Australian Communications and Media Authority (ACMA)Australian eMarketing Code of Practice

Australian Marketing Institute Code of Marketing Practice

confidentiality requirements

defamation and libel laws

Federation of Australian Commercial Television Stations (FACTS) codes

Organisation for Economic Cooperation and Development (OECD) Guidelines for Consumer Protection in the Context of Electronic Commerce

Australian government's policy framework for consumer protection in electronic commerce and the Australian E-commerce Best Practice Model

Privacy Act 1988 (Commonwealth)

sweepstakes regulations

Trade Practices Act 1974 (Commonwealth)

foundation principles of marketing communications, consumer behaviour and opportunities for electronic marketing

Range Statement


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, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Relevant personnel may include:	business owners in-house, outsourced or otherwise contracted personnel management technology personnel.
Purpose may include:	building and maintaining customer relationships through electronic communications collecting direct responses distributing information via internet generating leads by attracting potential customers internet advertising online transactions.
Value proposition may include:	benefits a company can derive from using electronic commerce benefits a company's products or services provide to customers consumer need that is being fulfilled.
Electronic marketing tools may include:	electronic advertisements, such as: affiliate marketing auto responders banner exchanges bulk email directory listing e-zine and webzine publishing as a marketing tool free for all (FFA) sites free or paid classifieds news groups pop-up advertisements search engine submission interactive TV media, such as: bulletins chat rooms emails facsimiles websites mobile technology, such as: 3G mobile phones personal digital assistants (PDAs) online, such as: catalogues customer services press releases surveys web rings.
Effectiveness measures may include:	attitude measurements awareness measurements customer satisfaction ratings inquiry measurements media vehicle audience measurements opinion measurements readership measurements recall measurements sales measurements.
Legal and ethical requirements may include:	codes of practice, e.g. Australian eMarketing Code of Practice confidentiality cultural expectations and influences ethical principles legislation policies and guidelines privacy social responsibilities e.g. protection of children and environmentally sustainable practices societal expectations.

NTISthis.com

Evidence Guide: BSBMKG510B - Plan e-marketing communications

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

BSBMKG510B - Plan e-marketing communications

Prepare an electronic marketing strategy or plan

Prepare and evaluate a website marketing strategy

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

Instructions to Assessors

Teacher: ___________________________ Date: _