Unit of competency
Modification History
Release |
Comments |
Release 1 |
This version first released with BSB Business Services Training Package Version 1.0. |
Application
This unit describes the skills and knowledge required to plan direct marketing activities and develop marketing plans matching organisational objectives.
It applies to individuals in a marketing management role who are responsible for planning direct marketing activities, including formulating direct marketing plans, and supervising the team implementing the plans. They may work in small, medium or large enterprises across a variety of industries.
No licensing, legislative or certification requirements apply to this unit at the time of publication.
Unit Sector
Business Development – Marketing
Elements and Performance Criteria
ELEMENT |
PERFORMANCE CRITERIA |
Elements describe the essential outcomes. |
Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Develop direct marketing strategies |
1.1 Develop customer acquisition strategies for numbers of new customers, cost of recruiting, media options and promotional activities within an overall budget 1.2 Develop customer retention strategies on customer needs and wants, customer buying patterns, opportunities for up-selling or cross-selling, and customer renewals and reactivations 1.3 Develop customer loyalty strategies addressing relationship marketing objectives and contributing to long-term partnerships |
2. Select direct marketing activity |
2.1 Analyse changes in market trends to identify and select direct marketing opportunities 2.2 Compare advantages and disadvantages of types of direct marketing activities 2.3 Select most appropriate direct marketing activity 2.4 Match direct marketing activity to business objectives |
3. Produce direct marketing plan |
3.1 Document direct marketing objectives and purpose 3.2 Analyse previous response data to determine performance gaps and required corrective actions 3.3 Calculate costs of direct marketing activities 3.4 Select methods to report and measure effectiveness of direct marketing activities 3.5 Assign responsibilities to team members for data capture and reporting |
Foundation Skills
This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.
Skill |
Performance Criteria |
Description |
Reading |
2.4 |
|
Writing |
1.1-1.3, 3.1 |
|
Numeracy |
1.1, 3.3 |
|
Navigate the world of work |
2.4 |
|
Get the work done |
1.1, 1.2, 1.3, 2.1, 2.2, 2.3, 3.2, 3.4, 3.5 |
|
Unit Mapping Information
Code and title current version |
Code and title previous version |
Comments |
Equivalence status |
BSBMKG508 Plan direct marketing activities |
BSBMKG508A Plan direct marketing activities |
Updated to meet Standards for Training Packages |
Equivalent unit |
Links
Companion Volume implementation guides are found in VETNet - https://vetnet.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10