Develop a digital marketing plan

Formats and tools

Unit Description
Reconstruct the unit from the xml and display it as an HTML page.
Assessment Tool
an assessor resource that builds a framework for writing an assessment tool
Assessment Template
generate a spreadsheet for marking this unit in a classroom environment. Put student names in the top row and check them off as they demonstrate competenece for each of the unit's elements and performance criteria.
Assessment Matrix
a slightly different format than the assessment template. A spreadsheet with unit names, elements and performance criteria in separate columns. Put assessment names in column headings to track which performance criteria each one covers. Good for ensuring that you've covered every one of the performance criteria with your assessment instrument (all assessement tools together).
Wiki Markup
mark up the unit in a wiki markup codes, ready to copy and paste into a wiki page. The output will work in most wikis but is designed to work particularly well as a Wikiversity learning project.
Evidence Guide
create an evidence guide for workplace assessment and RPL applicants
Competency Mapping Template
Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners. A template for developing assessments for a unit, which will help you to create valid, fair and reliable assessments for the unit, ready to give to trainers and students
Observation Checklist
create an observation checklist for workplace assessment and RPL applicants. This is similar to the evidence guide above, but a little shorter and friendlier on your printer. You will also need to create a seperate Assessor Marking Guide for guidelines on gathering evidence and a list of key points for each activity observed using the unit's range statement, required skills and evidence required (see the unit's html page for details)

Self Assessment Survey
A form for students to assess thier current skill levels against each of the unit's performance criteria. Cut and paste into a web document or print and distribute in hard copy.
Moodle Outcomes
Create a csv file of the unit's performance criteria to import into a moodle course as outcomes, ready to associate with each of your assignments. Here's a quick 'how to' for importing these into moodle 2.x
Registered Training Organisations
Trying to find someone to train or assess you? This link lists all the RTOs that are currently registered to deliver SIRXMKT007, 'Develop a digital marketing plan'.
Google Links
links to google searches, with filtering in place to maximise the usefulness of the returned results
Reference books for 'Develop a digital marketing plan' on This online store has a huge range of books, pretty reasonable prices, free delivery in Australia *and* they give a small commission to for every purchase, so go nuts :)

Elements and Performance Criteria



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.