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 research, prepare and evaluate an organisational e-marketing plan that integrates electronic communications and website marketing to support marketing objectives.
It applies to managers working in advertising, public relations, marketing or promotional roles who plan electronic communications to effectively convey marketing communication messages and support achievement of marketing objectives.
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. Prepare electronic marketing strategy or plan |
1.1 In consultation with relevant personnel, determine electronic marketing (e-marketing) purpose and objectives reflecting organisation’s strategy, direction and values 1.2 Develop an e-marketing strategy or plan that addresses aims and targets of organisation’s existing business or marketing plan, and is consistent with organisational and budgetary requirements 1.3 Develop a value proposition for e-marketing strategy or plan 1.4 Identify, cost and detail e-marketing tools for the organisation and its products and services in the e-marketing strategy or plan 1.5 Identify and incorporate e-marketing approaches, tools and strategies to reach target market and achieve objectives 1.6 Ensure e-marketing strategy or plan includes an action plan, schedule and budget estimates for developing and implementing e-marketing strategies 1.7 Ensure e-marketing strategy or plan includes effectiveness measures and meets legal and ethical requirements |
2. Prepare and evaluate website marketing strategy |
2.1 Evaluate website marketing objectives to ensure they are consistent with e-marketing strategy or plan, and modify if required 2.2 Establish strategies for evaluation of website as a marketing tool 2.3 Evaluate website design according to e-marketing strategy, to ensure the design projects required image of the organisation, and conveys features and benefits of products or services; recommend modifications if required 2.4 Evaluate website data recording, contacts and feedback mechanisms as part of website evaluation 2.5 Develop website marketing strategy in accordance with, and for inclusion in, e-marketing strategy or plan 2.6 Integrate website marketing strategy into overall e-marketing strategy 2.7 Evaluate effectiveness of website marketing strategy |
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, 1.2, 1.4, 1.6, 1.7, 2.1, 2.4, 2.5, 2.7 |
|
Writing |
1.2, 1.4, 1.6, 1.7, 2.1, 2.2, 2.3, 2.5, 2.6 |
|
Oral Communication |
1.1 |
|
Numeracy |
1.4, 2.4 |
|
Navigate the world of work |
1.1, 1.2, 1.7, 2.1 |
|
Interacts with others |
1.1 |
|
Get the work done |
1.2-1.5, 2.1-2.4, 2.7 |
|
Unit Mapping Information
Code and title current version |
Code and title previous version |
Comments |
Equivalence status |
BSBMKG510 Plan e-marketing communications |
BSBMKG510B Plan e-marketing communications |
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