Modification History
Not applicable.
Unit Descriptor
Unit descriptor |
This unit describes the performance outcomes, skills and knowledge required to identify, plan and promote a strategy to measure the effectiveness of marketing activities using a range of marketing metrics. No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement. |
Application of the Unit
Application of the unit |
This unit applies to individuals working in a marketing operations or supervisory role within a marketing team responsible for the use and reporting on measurements of marketing effectiveness. They may work in small, medium or large enterprises and in a variety of industries. |
Licensing/Regulatory Information
Not applicable.
Pre-Requisites
Prerequisite units |
||
Employability Skills Information
Employability skills |
This unit contains employability skills. |
Elements and Performance Criteria Pre-Content
Elements describe the essential outcomes of a unit of competency. |
Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide. |
Elements and Performance Criteria
ELEMENT |
PERFORMANCE CRITERIA |
1. Identify and analyse measurement of marketing effectiveness |
1.1. Research a range of metrics available to identify the effectiveness of marketing processes and functions 1.2. Identify marketing metrics used by the organisation in each key marketing operation 1.3. Identify how existing marketing metrics link to organisational strategy and objectives, and opportunities to improve the links 1.4. Analyse the effectiveness of current and possible future marketing metrics 1.5. Identify issues with the use of marketing metrics within the organisation |
2. Develop the strategy to measure marketing effectiveness |
2.1. Identify the organisation's criteria for selecting manageable and cost-effective metrics 2.2. Identify the organisation's objectives for the measurement and evaluation of marketing effectiveness 2.3. Recommend methods of measuring marketing performance for each marketing process or function tailored to the organisation's brand or unique positioning 2.4. Contribute to the calculation of costs of gathering and analysing data 2.5. Plan and document the implementation strategy for measuring and analysing marketing performance 2.6. Contribute to the development of specific, relevant metrics |
3. Promote the strategy to measure marketing effectiveness |
3.1. Plan the promotion of validity, value and efficacy of marketing metrics to key stakeholders using appropriate format 3.2. Design an internal marketing communications strategy so that marketing and other relevant personnel fully understand their role in measuring marketing effectiveness 3.3. Report on implementation and outcome issues |
Required Skills and Knowledge
REQUIRED SKILLS AND KNOWLEDGE |
This section describes the skills and knowledge required for this unit. |
Required skills |
|
Required knowledge |
|
Evidence Guide
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:
|
Context of and specific resources for assessment |
Assessment must ensure access to:
|
Method of assessment |
The following assessment methods are appropriate for this unit:
|
Guidance information for assessment |
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended. |
Range Statement
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. |
|
Metrics may include: |
|
Marketing processes and functions may include: |
|
Issues may include: |
|
Criteria may include: |
|
Unit Sector(s)
Unit sector |
Competency field
Competency field |
Business development - marketing |
Co-requisite units
Co-requisite units |
||