Release 

Comments 

Release 1

This version first released with BSB Business Services Training Package Version 1.0.

ELEMENT 

PERFORMANCE CRITERIA 

Elements describe the essential outcomes.

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

1. Prepare for implementation of strategy to measure marketing effectiveness

1.1 Review current marketing strategies and marketing plans, and research range of metrics available to measure effectiveness of relevant marketing processes and functions

1.2 Analyse effectiveness of current marketing metrics used by the organisation in each key marketing operation

1.3 Critically analyse how existing marketing metrics link to strategy, and opportunities to improve links

1.4 Plan to address any issues with use of marketing metrics within the organisation

1.5 Design criteria for retaining existing marketing metrics, and for selecting new manageable and cost-effective metrics

1.6 Gain approval for design or redesign of strategy from senior management

2. Design strategy to measure marketing effectiveness

2.1 Set objectives for measurement and evaluation of marketing effectiveness

2.2 Select methods to measure marketing performance for each marketing process or function, tailored to the organisation’s brand or unique positioning

2.3 Calculate costs of gathering and analysing data with assistance of relevant financial experts

2.4 Design and record implementation strategy for measuring and analysing marketing performance, or make recommendations for improving current strategy

3. Manage, implement and evaluate strategy to measure marketing effectiveness

3.1 Design and implement appropriate communication and training strategy, so marketing and other relevant personnel fully understand their role in measuring marketing effectiveness

3.2 Supervise design and implementation of specific metrics

3.3 Plan and monitor work activity to ensure adherence to strategy for measurement of marketing effectiveness

3.4 Design process to review and evaluate marketing metrics on a regular basis, and if organisational strategy changes

Skill 

Performance Criteria 

Description 

Reading

1.1-1.3, 2.2

• Identifies and analyses complex data to determine business requirements

Writing

1.5, 1.6, 2.1-2.4, 3.1, 3.4

• Prepares a range of workplace documentation using clear and accurate language, logical formatting and organisational conventions to convey priorities and critical strategic information

Oral Communication

1.6, 2.3, 3.2

• Actively participates in verbal exchanges using suitable language and non-verbal features
• Uses active listening and questioning to confirm understanding

Numeracy

1.5, 2.3, 3.2

• Uses mathematical skills to analyse data, design and review metrics, and evaluate cost-efficacy of business activities

Navigate the world of work

1.1, 1.2, 1.4, 3.4

• Monitors adherence to organisational policies and objectives
• Is highly autonomous, taking responsibility and ownership for most or all aspects of own work, intuitively recognising and managing factors that may affect achievement of goals

Interact with others

1.6, 2.3, 3.1

• Recognises importance of taking audience, purpose and contextual factors into account when making decisions about what to communicate with whom, why and how
• Collaborates with others to achieve joint outcomes, playing an active role in facilitating group interaction

Get the work done

1.1-1.5, 2.1, 2.2, 2.4, 3.1-3.4

• Takes responsibility for planning and scheduling work activities and tasks required to measure marketing effectiveness
• Uses problem-solving processes to identify key information and issues, evaluate alternative strategies, anticipate consequences and consider solutions to implementation issues
• Takes responsibility for high impact decisions in complex situations involving many variables and constraints
• Uses digital tools to access and organise complex data and analyse multiple sources of information for strategic purposes

Code and title 

current version 

Code and title 

previous version 

Comments 

Equivalence status 

BSBMKG611 Manage measurement of marketing effectiveness

BSBMKG611A Manage measurement of marketing effectiveness

Updated to meet Standards for Training Packages

Equivalent unit

Release 

Comments 

Release 1

This version first released with BSB Business Services Training Package Version 1.0.