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 implement, monitor and evaluate effectiveness of direct marketing activities in accordance with an organisation’s marketing plan.
This unit applies to individuals working in marketing management roles who are responsible for managing a team to implement direct marketing activities for a product or service. They may work in small, medium or large enterprises and 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. Allocate responsibilities for direct marketing activities |
1.1 Critically analyse criteria for setting priorities for direct marketing activities, in accordance with marketing plan and organisational direct marketing requirements 1.2 Assemble required resources to conduct direct marketing activities 1.3 Brief staff and suppliers on their budgets, timelines, roles and responsibilities 1.4 Develop forms for conducting direct marketing activities and recording responses |
2. Implement direct marketing activities |
2.1 Schedule work on each campaign element according to lead times required for different media and in accordance with marketing plan 2.2 Ensure staff and suppliers meet agreed production schedule and budget 2.3 Identify any likely variations in production budget, raise with relevant persons as required, and gain approval for variations 2.4 Make provisions to cover promotion over-performance 2.5 Implement direct marketing activities in accordance with direct marketing plan objectives 2.6 Ensure activities are implemented in accordance with legal and ethical requirements |
3. Monitor direct marketing activities |
3.1 Record responses at regular intervals throughout campaign 3.2 Identify and use evaluation criteria to determine campaign effectiveness 3.3 Determine whether campaign is over-performing 3.4 Implement new targets and procedures to capitalise on positive over-performance 3.5 Modify direct marketing activities to extinguish non-profitable over-performance |
4. Determine continuous improvement opportunities |
4.1 Analyse success indicators of direct marketing campaign 4.2 Document campaign performance in accordance with organisational reporting requirements 4.3 Encourage team members to identify and propose ways to improve campaign performance 4.4 Determine, document and assign responsibilities for required improvements to future direct marketing campaigns |
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 |
1.1, 1.3, 2.1, 2.3, 2.5, 2.6, 3.2, 3.3, 4.1, 4.2 |
|
Writing |
1.3, 1.4, 2.3, 3.1, 4.2, 4.4 |
|
Oral Communication |
1.3, 2.3, 4.3 |
|
Numeracy |
1.2, 1.3, 2.1, 2.3, 3.4 |
|
Navigate the world of work |
1.1, 2.1, 2.5, 2.6, 4.2 |
|
Interact with others |
1.3, 2.2, 2.3, 4.3, 4.4 |
|
Get the work done |
1.2, 2.1, 2.2, 2.4, 2.5, 3.2-3.5, 4.4 |
|
Unit Mapping Information
Code and title current version |
Code and title previous version |
Comments |
Equivalence status |
BSBMKG509 Implement and monitor direct marketing activities |
BSBMKG509A Implement and monitor 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