NTISthis.com

Evidence Guide: SIRXEBS002A - Manage retail brands online

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

 

SIRXEBS002A - Manage retail brands online

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

Manage retail brands online.

  1. Establish strategic fit of brand online features with business purpose.
  2. Integrate online and other brand management strategies.
  3. Determine online consumer attitudes to brand.
  4. Determine comparative advantage of brand over competitors in an online environment.
  5. Determine methods to communicate the brand in an online form.
  6. Structure brand online presence for optimal results.
  7. Assess online mechanisms and channels for impact on brand.
  8. Determine additional brand features created by an online presence.
  9. Determine brand value.
  10. Set indicators for measuring ongoing brand value and success.
Establish strategic fit of brand online features with business purpose.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Integrate online and other brand management strategies.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine online consumer attitudes to brand.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine comparative advantage of brand over competitors in an online environment.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine methods to communicate the brand in an online form.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Structure brand online presence for optimal results.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess online mechanisms and channels for impact on brand.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine additional brand features created by an online presence.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine brand value.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Set indicators for measuring ongoing brand value and success.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Enhance online brand value.

  1. Collect diagnostic data to support the management of brand loyalty and customer behaviour.
  2. Integrate online brand management with advertising and promotional activities.
  3. Determine legal requirements for brand ownership and protection in the online environment.
  4. Protect intellectual property associated with brand across all online jurisdictions.
  5. Identify international jurisdictions and provisions that limit brand protection.
  6. Ensure joint branding agreements with other organisations comply with brand protection protocols.
  7. Extend brand value through online deployment strategies.
Collect diagnostic data to support the management of brand loyalty and customer behaviour.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Integrate online brand management with advertising and promotional activities.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine legal requirements for brand ownership and protection in the online environment.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Protect intellectual property associated with brand across all online jurisdictions.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify international jurisdictions and provisions that limit brand protection.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure joint branding agreements with other organisations comply with brand protection protocols.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Extend brand value through online deployment strategies.

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, 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:

identifies and accesses reliable and current information from existing documents (electronic and written) to assess brand value and predict market trends

demonstrates cross-alignment of online brand management strategies and key performance indicators with strategic, marketing and business plans

develops monitoring processes and mechanisms to measure online brand effectiveness, especially with customers

uses collaborative and consultative processes for management of a retail brand within or external to an organisation in an online environment

develops realistic plans for achieving online brand positioning

evidence of ongoing measurement, review and improvement to brand protection and value over time

evidence of knowledge and understanding of the implications for brand protection when trading online.

Context of and specific resources for assessment

Assessment must ensure access to:

a real or simulated work environment

relevant documentation, such as:

legislation and statutory requirements

industry codes of practice

information and performance data on existing business model and IT infrastructure

information on:

markets

competitors

products and services

suppliers

new technology.

Methods of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

observation of performance in the workplace

a role play

a detailed case study

third-party reports from a supervisor

customer feedback

written or verbal questioning to assess knowledge and understanding

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

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 in the context of the job role and with other relevant units that make up the skill set or qualification.

Required Skills and Knowledge

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:

literacy and numerical skills in relation to data collection and analysis

goal-setting, prediction of trends, coordination and development of brand value

plan and organise activities to ensure brand-enhanced sales of online products or services

determine relationship between brand and sales or service objectives

comparative review of online brands with competitors

devise online brand promotional strategies

achieve sustainable brand positioning

build online brand features consistent with business needs and direction

set ongoing measure for brand value and strategic success

measuring trends and their impact on brands

identify and determine the impact of online applications and technology on brand communication and management.

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

techniques for interpersonal communication

brand value and brand penetration in online marketplaces

range of enterprise products and services

comparative features and advantages of online brands

online market share and current performance

impact of web design, presence and domain name on online brand management

enterprise technology

factors limiting the success of sales strategies

relevant commercial law and legislation

techniques and procedures for researching and analysing brand equity and customer value

team leaderships and collaborative techniques

approval processes and key personnel

relevant intellectual property and standards organisations (governing world wide web activities)

relevant legislation.

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 in the performance criteria is detailed below.

Consideration of online features may include:

construction of website

domain presence and name

search engines.

Brand management strategies may include:

retention campaigns and programs

resource planning

sales strategies

pricing strategies

promotion and distribution strategies

retention and loyalty programs

web search and access relationships

assessment of competitor activities

response to online customer preferences and buying behaviours.

Online consumers may include:

new or repeat contacts

internal and external contacts

customers with routine or special requests

people from a range of social, cultural and ethnic backgrounds and with varying physical and mental abilities

business customers or individuals

domestic or international customers.

Brand may include:

product brands

company brands

supplier brands

registered trade marks

registered brands

intellectual property.

Methods to communicate may include:

interactive web content

web search and access relationships

advertising banners and links.

Online presence may include:

website

advertising banners

web search and access relationships

referring links

email.

Additionalbrand features may include:

best prices

exclusive offers

range

unique features (only available online)

early access (fashion or trends)

logistics (doorstep delivery)

personal rewards.

Brand value may involve interactions between:

trade marks and registered business names

internal or external use

concept of equity or value or superior value for customers, shareholders and employees.

Legal requirements may include:

Trade Practices and Fair Trading Acts

tobacco laws

liquor laws

lottery legislation

industry codes of practice

sale of second-hand goods

sale of X and R rated products

transport, storage and handling of goods

customs, import and export regulations.

Intellectual property associated with online brand management may include:

website

domain name

brand features

associated customer or market information.

Jurisdictions may include:

national and international agencies

legislative

legal

cultural

online systems internal and external to the organisation.

Joint branding agreements will vary based on:

product range, line, or category performance requirements

objectives such as those for price, profit, brand share and market share

due diligence requirements

value for money

risk sharing

market position

planning cycles and timing

cost and price analysis

agreed terms and conditions

intellectual property and technology rights

value management

continuous improvement

supply chain management

infrastructural and capital outlay requirements

organisational systems integration and compatibility.