Unit of competency details
BSBMKG437 - Create and optimise digital media (Release 1)
Summary
Usage recommendation:
Current
Releases:
| 1 1 (this release) |
19/Oct/2020 |
Companion volumes:
Unit of competency
Assessment requirements
Training packages that include this unit
Qualifications that include this unit
Accredited courses that have this unit in the completion mapping
Classifications
Classification history
| ASCED Module/Unit of Competency Field of Education Identifier | 080505 | Marketing | 17/Dec/2020 | |
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Unit of competency
Modification History
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Release
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Comments
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Release 1
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This version first released with BSB Business Services Training Package Version 7.0.
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Application
This unit describes the skills and knowledge required to create and optimise digital media impact for application within the context of marketing communications.
The unit applies to individuals working in a variety of marketing communications roles who have responsibility for developing and implementing client solutions within the digital communications space. Individuals may work individually or as part of a multidisciplinary team.
No licensing, legislative or certification requirements apply to this unit at the time of publication.
Unit Sector
Technical Skills – Marketing
Elements and Performance Criteria
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ELEMENT
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PERFORMANCE CRITERIA
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Elements describe the essential outcomes.
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Performance criteria describe the performance needed to demonstrate achievement of the element.
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1. Prepare to promote digital media
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1.1 Identify measurable impact objectives for digital media
1.2 Analyse existing online and offline channel data for insights and gaps in engagement and expectations
1.3 Identify tools and technologies accessed by customers
1.4 Establish audience engagement characteristics, expectations and responses
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2. Support optimisation of digital media
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2.1 Use technology to create a deliverable according to task and organisational requirements
2.2 Develop strategies for rapid real-time response, and changes
2.3 Model channel interaction options
2.4 Test interaction with target groups
2.5 Adapt deliverable according to test outcomes and verify with relevant personnel
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3. Evaluate digital media use
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3.1 Collate digital data on customer engagement, conversations and conversions
3.2 Moderate data to identify exceptions from agreed performance
3.3 Document issues and recommendations to improve further digital media optimisation
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Foundation Skills
This section describes those language, literacy, numeracy and employment skills that are essential to performance but not explicit in the performance criteria.
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Skill
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Description
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Reading
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- Identifies and interprets textual information to establish current industry and project status from relevant information
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Writing
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- Researches, plans and prepares documentation using format and language appropriate to context, organisational requirements and audience
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Oral Communication
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- Presents information and seeks advice using language appropriate to audience
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Numeracy
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- Identifies and interprets data from a range of sources
- Uses modelling capacity and data analysis to establish and test systems, monitor results and make adjustments
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Teamwork
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- Selects and uses appropriate conventions and protocols when communicating with internal and external parties to seek or share information
- Works effectively with other experts as part of a multi- disciplinary network to achieve desired outcomes for organisation and clients
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Planning and organising
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- Plans and organises data categories, tasks and workloads
- Uses testing to identify and solve routine and non-routine problems
- Sequences and schedules complex activities, monitors implementation, and manages relevant communication
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Technology
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- Uses and manipulates digital technology to create, extend and enhance job role, products and capacity to deliver optimised digital media
- Uses tools and technologies for visualisations, dashboards and reports for a unified view across multiple digital platforms
- Identifies and responds to rapidly changing expectations within digital sphere
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Unit Mapping Information
Supersedes and is equivalent to BSBMKG421 Optimise digital media impact.
Supersedes but is not equivalent to BSBMKG420 Create digital media user experiences.
Links
Companion Volume Implementation Guide is found on VETNet - https://vetnet.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10
Assessment requirements
Modification History
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Release
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Comments
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Release 1
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This version first released with BSB Business Services Training Package Version 7.0.
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Performance Evidence
The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:
- create and optimise at least two different digital media.
In the course of the above, the candidate must:
- establish digital channel performance measures
- analyse digital media data and offline information and determine engagement characteristics of target audience
- identify variation between target and actual performance
- model and test alternative methods and techniques to optimise digital impact
- respond to changing expectations, feedback and technological environment
- use tools and technologies to monitor digital activity
- use data evaluation methods.
Knowledge Evidence
The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:
- current industry tools and technologies used in digital media channels
- types of digital deliverables, including:
- visualisations
- dashboards
- industry level performance metrics and measures
- characteristics of users across alternative digital channels
- nodes of integration across multiple digital environments.
Assessment Conditions
Skills in this unit must be demonstrated in a workplace or simulated environment where the conditions are typical of those in a working environment in this industry.
This includes access to:
- legislation and regulations for digital media
- communications equipment and technology required for task
- workplace documentation and resources relevant to digital media
- industry software packages and apps according to task requirements.
Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.
Links
Companion Volume Implementation Guide is found on VETNet - https://vetnet.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10
