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Evidence Guide: SIRXMKT007 - Develop a digital marketing plan

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

 

SIRXMKT007 - Develop a digital marketing plan

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

Determine digital marketing requirements.

  1. Determine organisational objectives and priorities for digital marketing activity.
  2. Confirm available budget for digital marketing activity.
  3. Review information on current and past digital marketing activities and their effectiveness.
  4. Segment the online market and define target market.
  5. Research target market and identify suitable digital marketing activities.
  6. Identify internal and external factors impacting digital marketing activities.
  7. Research trends and best practice in digital marketing, tools and software available.
Determine organisational objectives and priorities for digital marketing activity.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Confirm available budget for digital marketing activity.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Review information on current and past digital marketing activities and their effectiveness.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Segment the online market and define target market.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Research target market and identify suitable digital marketing activities.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify internal and external factors impacting digital marketing activities.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Research trends and best practice in digital marketing, tools and software available.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop digital marketing plan.

  1. Confirm and document digital marketing objectives that are consistent with organisational objectives and priorities.
  2. Determine digital marketing activities to drive targeted traffic to site and generate sales.
  3. Document a digital marketing action plan that details key activities, resources and timeframes.
  4. Establish performance indicators and evaluation criteria for measuring impact of digital marketing activities.
  5. Integrate legal and ethical requirements and considerations into planning.
  6. Ensure digital marketing plan aligns with organisational objectives, current marketing strategy and budget.
  7. Seek required approval for digital marketing plan.
Confirm and document digital marketing objectives that are consistent with organisational objectives and priorities.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine digital marketing activities to drive targeted traffic to site and generate sales.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Document a digital marketing action plan that details key activities, resources and timeframes.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Establish performance indicators and evaluation criteria for measuring impact of digital marketing activities.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Integrate legal and ethical requirements and considerations into planning.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure digital marketing plan aligns with organisational objectives, current marketing strategy and budget.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Seek required approval for digital marketing plan.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor digital marketing activity.

  1. Communicate digital marketing plan, responsibilities and expectations to relevant personnel.
  2. Oversee digital marketing activity and respond to issues as they arise.
  3. Monitor digital marketing content and ensure alignment with digital marketing plans and objectives.
  4. Track customer traffic and conversion rates to identify trends in customer and digital marketing activity.
Communicate digital marketing plan, responsibilities and expectations to relevant personnel.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Oversee digital marketing activity and respond to issues as they arise.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor digital marketing content and ensure alignment with digital marketing plans and objectives.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Track customer traffic and conversion rates to identify trends in customer and digital marketing activity.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Review digital marketing activities.

  1. Review trends in customer traffic and conversion rates to determine impact of digital marketing activities.
  2. Calculate return on investment for any paid digital marketing activities.
  3. Identify and evaluate new and emerging digital marketing trends and technologies and consider their use for improved marketing outcomes.
  4. Make recommendations for improvements in digital marketing based on review.
Review trends in customer traffic and conversion rates to determine impact of digital marketing activities.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Calculate return on investment for any paid digital marketing activities.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and evaluate new and emerging digital marketing trends and technologies and consider their use for improved marketing outcomes.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Make recommendations for improvements in digital marketing based on review.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

ELEMENTS

PERFORMANCECRITERIA

Elements describe the essential outcomes.

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

1. Determine digital marketing requirements.

1.1. Determine organisational objectives and priorities for digital marketing activity.

1.2. Confirm available budget for digital marketing activity.

1.3. Review information on current and past digital marketing activities and their effectiveness.

1.4. Segment the online market and define target market.

1.5. Research target market and identify suitable digital marketing activities.

1.6. Identify internal and external factors impacting digital marketing activities.

1.7. Research trends and best practice in digital marketing, tools and software available.

2. Develop digital marketing plan.

2.1. Confirm and document digital marketing objectives that are consistent with organisational objectives and priorities.

2.2. Determine digital marketing activities to drive targeted traffic to site and generate sales.

2.3. Document a digital marketing action plan that details key activities, resources and timeframes.

2.4. Establish performance indicators and evaluation criteria for measuring impact of digital marketing activities.

2.5. Integrate legal and ethical requirements and considerations into planning.

2.6. Ensure digital marketing plan aligns with organisational objectives, current marketing strategy and budget.

2.7. Seek required approval for digital marketing plan.

3. Monitor digital marketing activity.

3.1. Communicate digital marketing plan, responsibilities and expectations to relevant personnel.

3.2. Oversee digital marketing activity and respond to issues as they arise.

3.3. Monitor digital marketing content and ensure alignment with digital marketing plans and objectives.

3.4. Track customer traffic and conversion rates to identify trends in customer and digital marketing activity.

4. Review digital marketing activities.

4.1. Review trends in customer traffic and conversion rates to determine impact of digital marketing activities.

4.2. Calculate return on investment for any paid digital marketing activities.

4.3. Identify and evaluate new and emerging digital marketing trends and technologies and consider their use for improved marketing outcomes.

4.4. Make recommendations for improvements in digital marketing based on review.

Required Skills and Knowledge

ELEMENTS

PERFORMANCECRITERIA

Elements describe the essential outcomes.

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

1. Determine digital marketing requirements.

1.1. Determine organisational objectives and priorities for digital marketing activity.

1.2. Confirm available budget for digital marketing activity.

1.3. Review information on current and past digital marketing activities and their effectiveness.

1.4. Segment the online market and define target market.

1.5. Research target market and identify suitable digital marketing activities.

1.6. Identify internal and external factors impacting digital marketing activities.

1.7. Research trends and best practice in digital marketing, tools and software available.

2. Develop digital marketing plan.

2.1. Confirm and document digital marketing objectives that are consistent with organisational objectives and priorities.

2.2. Determine digital marketing activities to drive targeted traffic to site and generate sales.

2.3. Document a digital marketing action plan that details key activities, resources and timeframes.

2.4. Establish performance indicators and evaluation criteria for measuring impact of digital marketing activities.

2.5. Integrate legal and ethical requirements and considerations into planning.

2.6. Ensure digital marketing plan aligns with organisational objectives, current marketing strategy and budget.

2.7. Seek required approval for digital marketing plan.

3. Monitor digital marketing activity.

3.1. Communicate digital marketing plan, responsibilities and expectations to relevant personnel.

3.2. Oversee digital marketing activity and respond to issues as they arise.

3.3. Monitor digital marketing content and ensure alignment with digital marketing plans and objectives.

3.4. Track customer traffic and conversion rates to identify trends in customer and digital marketing activity.

4. Review digital marketing activities.

4.1. Review trends in customer traffic and conversion rates to determine impact of digital marketing activities.

4.2. Calculate return on investment for any paid digital marketing activities.

4.3. Identify and evaluate new and emerging digital marketing trends and technologies and consider their use for improved marketing outcomes.

4.4. Make recommendations for improvements in digital marketing based on review.

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

determine the digital marketing requirements of one organisation and develop a digital marketing plan, to be executed over one sales or promotional period, detailing:

digital marketing channels

priorities

key activities

responsibilities

performance indicators

tracking

timelines

budgets

review digital marketing activity across one sales or promotional period to:

determine effectiveness of activities

make recommendations for improvements.

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

key legal and ethical requirements and considerations as relevant to digital marketing:

Australian Consumer Law

copyright

privacy

codes of practice

current digital marketing trends and technologies

customer behaviours and psychology as related to digital marketing

traditional and non-traditional digital marketing types and channels:

search engine optimisation

search engine marketing

online advertising

email

video

blogging

social media

affiliate marketing

impressions

remarketing

the above list of marketing types and channels and their:

benefits

limitations

application and use

internal and external operating factors impacting digital marketing

techniques for market segmentation and its application to digital marketing

techniques and tools for achieving the following through digital marketing activities:

increased customer traffic

increased engagement:

existing customers

new customers

disengaged customers

sales generation

consistency in content

consistency with marketing strategy

digital marketing planning techniques and formats, and key features of a digital marketing plan

performance indicators for measuring impact of digital marketing activities

tools and methods for tracking digital marketing activity.