Unit of competency details

Unit descriptor 

This unit describes the performance outcomes, skills and knowledge required to evaluate online cooperative tourism marketing initiatives, provide appropriate website content and update this content using remote authoring skills. It requires a general knowledge of online marketing initiatives in the tourism industry and the basic technical skills that allow business operators to participate effectively in these initiatives.

Application of the unit 

This unit applies to those working within the service industries and in particular to small tourism and hospitality businesses wishing to participate in cooperative marketing initiatives.

Protocols for participation will vary and this unit must therefore be tailored to meet the needs of local industry.

Prerequisite units 

Nil

Employability skills 

The required outcomes described in this unit of competency contain applicable facets of employability skills. The Employability Skills Summary of the qualification in which this unit is packaged will assist in identifying employability skills requirements.

Elements describe the essential outcomes of a unit of competency.

Performance criteria describe the required performance needed to demonstrate achievement of the element. Where bold italicised  text is used, further information is detailed in the required skills and knowledge and/or the range statement. Assessment of performance is to be consistent with the evidence guide.

ELEMENT 

PERFORMANCE CRITERIA 

1

Evaluate online cooperative marketing initiatives.

1.1

Source and evaluate relevant information  about the range of current online cooperative tourism marketing initiatives and sites  for potential value to the business.

1.2

Select an initiative that meets requirements and considerations of the business .

1.3

Evaluate additional skills, equipment or other resources that may be required to participate in initiative.

1.4

Assess value of participation through consideration of overall marketing direction and any budgetary constraints.

2

Provide online content in appropriate format and style.

2.1

Review and accurately interpret content requirements  as set down by administrator of the cooperative initiative.

2.2

Use appropriate and customer-focussed writing techniques to develop content suited to an online environment and the requirements of specific cooperative initiatives.

2.3

Identify appropriate images for inclusion in online content.

2.4

Capture and manipulate digital images using appropriate techniques to enhance images.

2.5

Upload content according to relevant guidelines and protocols.

3

Use remote authoring to update content.

3.1

Develop protocols to ensure regular and timely updating of content  within cooperative sites.

3.2

Update content accurately using remote authoring techniques  according to requirements of cooperative site.

3.3

Review and evaluate content and outcomes of participation and identify and address any problems or issues arising.

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:

• ability to use remote authoring processes and techniques appropriate to one or more cooperative initiatives as defined by the site administrator
• techniques to capture and manipulate digital images
• communication skills to write customer-focussed content for an online environment.

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

• range of online cooperative marketing opportunities available to the tourism industry in Australia
• current national, state and regional frameworks for online cooperative marketing, e.g. Australian Tourism Data Warehouse and other government initiatives
• specific online cooperative marketing initiatives for particular industry sectors
• guidelines and requirements for format and style of typical online copy
• equipment and software requirements and techniques for capturing, manipulating and uploading digital images to cooperative sites, including saving and storing images.

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:

• knowledge of current developments and initiatives in relation to online cooperative marketing in the Australian tourism industry
• awareness of and ability to use basic technical skills to create, upload and update content, including words and images.

Context of and specific resources for assessment 

Assessment must ensure:

• demonstration of skills using industry-current equipment to develop and update online content in a cooperative marketing context.

Methods of assessment 

A range of assessment methods should be used to assess the practical skills and knowledge required to participate in cooperative online marketing initiatives. The following examples are appropriate for this unit:

• evaluation of content developed by the candidate
• evaluation of reports prepared by the candidate to compare different online cooperative marketing initiatives
• written and oral questioning to assess knowledge and awareness of potential online cooperative marketing initiatives for tourism operators within Australia
• review of portfolios of evidence and third-party workplace reports of on-the-job performance by the candidate.

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

BSBMKG401B Profile the market 

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.

Relevant information  about the range of current online cooperative tourism marketing initiatives may be sourced from:

• national, state, regional or local tourism organisations
• private organisations
• promotional material provided to the business
• internet.

Cooperative tourism marketing initiatives  may be established and run by:

• national or state tourism organisations
• regional tourism organisations
• local tourism organisations
• industry associations
• private organisations.

Cooperative tourism marketing initiatives and sites  may relate to:

• information only
• bookings and reservations
• referral services
• destination-based sites
• product-based sites, e.g. bed and breakfasts.

Requirements and considerations of the business  may include:

• marketing goals and strategies
• types of product and service offered
• intended audience and market
• budget
• available technology
• time resources
• training requirements.

Content requirements for cooperative sites  may include:

• number of words
• number and size of digital images or multimedia
• order of information
• links to other sites and emails
• conformity with style guides
• proximity to data and geocoding
• pricing by room or package.

Protocols to ensure regular and timely updating of content  may include:

• timetable for updating words and images
• allocation of responsibility to specific staff member for updating of content
• monitoring pricing and the timing of the release of special offers
• monitoring system-generated emails.

Remote authoring techniques  may include:

• those set down by a particular administrator
• use of specific software programs as defined by site administrator, for example, software that assists in the development of digital images.

Sector 

Cross-Sector

Competency field 

Marketing and Public Relations