Unit of competency details

BSBMKG522 - Plan measurement of marketing effectiveness (Release 1)

Summary

Releases:
ReleaseStatusRelease date
1 1 (this release)Current 25/Mar/2015

Usage recommendation:
Current
Mapping:
MappingNotesDate
Supersedes and is equivalent to BSBMKG522A - Plan measurement of marketing effectivenessUpdated to meet Standards for Training Packages 24/Mar/2015


Training packages that include this unit

Classifications

SchemeCodeClassification value
ASCED Module/Unit of Competency Field of Education Identifier 080505 Marketing  

Classification history

SchemeCodeClassification valueStart dateEnd date
ASCED Module/Unit of Competency Field of Education Identifier 080505 Marketing  30/Jul/2015 
The content being displayed has been produced by a third party, while all attempts have been made to make this content as accessible as possible it cannot be guaranteed. If you are encountering issues following the content on this page please consider downloading the content in its original form

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 identify, plan and promote a strategy to measure effectiveness of marketing activities using a range of marketing metrics.

It applies to individuals working in a marketing operations or supervisory role within a marketing team responsible for using and reporting measurements of marketing effectiveness. They may work in small, medium or large enterprises and in 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. Identify and analyse measurement of marketing effectiveness

1.1 Research a range of metrics available to identify effectiveness of marketing processes and functions

1.2 Identify marketing metrics used by the organisation in each key marketing operation

1.3 Identify how existing marketing metrics link to organisational strategy and objectives, and opportunities to improve the links

1.4 Analyse effectiveness of current and possible future marketing metrics

1.5 Identify issues with using marketing metrics within the organisation

2. Develop strategy to measure marketing effectiveness

2.1 Identify the organisation s criteria for selecting manageable and cost-effective metrics

2.2 Identify the organisation s objectives for measurement and evaluation of marketing effectiveness

2.3 Recommend methods of measuring marketing performance for each marketing process or function tailored to the organisation s brand or unique positioning

2.4 Contribute to calculation of costs of gathering and analysing data

2.5 Plan and document implementation strategy for measuring and analysing marketing performance

2.6 Contribute to development of specific, relevant metrics

3. Promote strategy to measure marketing effectiveness

3.1 Plan promotion of validity, value and efficacy of marketing metrics to key stakeholders using appropriate format

3.2 Design an internal marketing communications strategy so marketing and other relevant personnel fully understand their role in measuring marketing effectiveness

3.3 Report on implementation and outcome issues

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

1.1-1.5, 2.1, 2.2, 2.4-2.6

  • Identifies and evaluates complex data to determine business requirements

Writing

2.3, 2.5, 2.6, 3.1-3.3

  • Prepares detailed communication strategy and related workplace documentation using clear and comprehensive terminology to convey explicit information, requirements and recommendations

Oral Communication

2.3, 3.3

  • Articulates strategies and presents reports clearly using language and non-verbal features suitable to audience
  • Uses listening and questioning to confirm understanding

Numeracy

1.5, 2.1, 2.4, 2.6

  • Uses mathematical skills to analyse data, evaluate cost-efficacy of business activities and select appropriate metrics

Navigate the world of work

1.2, 1.3

  • Monitors adherence to organisational policies and objectives and considers own role for its contribution to broader goals of work environment

Interact with others

2.3, 2.6, 3.1, 3.3

  • Recognises importance of taking audience, purpose and contextual factors into account when making decisions about what to communicate with whom, why and how

Get the work done

1.1, 1.3-1.5, 2.1, 2.2, 2.5, 2.6, 3.1, 3.2

  • Develops plans to design and implement strategy to measure marketing effectiveness using organisational skills to complete tasks with an awareness of how they may contribute to longer-term operational and strategic goals
  • In more complex, non-routine situations, uses formal decision-making processes, setting or clarifying goals, gathering information and identifying and evaluating several choices against a set of criteria
  • When dealing with complex issues, identifies cause of problem, and uses analytical processes to generate possible solutions
  • Uses a range of digitally based technology and applications to access and filter data, and to extract, organise, integrate and share relevant information

Unit Mapping Information

Code and title 

current version 

Code and title 

previous version 

Comments 

Equivalence status 

BSBMKG522 Plan measurement of marketing effectiveness

BSBMKG522A Plan measurement of marketing effectiveness

Updated to meet Standards for Training Packages

Equivalent unit

Links

Companion Volume implementation guides are found in VETNet - https://vetnet.education.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10

 

Assessment requirements

Modification History

Release 

Comments 

Release 1

This version first released with BSB Business Services Training Package Version 1.0.

Performance Evidence

Evidence of the ability to:

  • develop a strategy to measure marketing performance, which includes:
  • objectives
  • metrics chosen and rationale for choice for each marketing process or function
  • a detailed budget
  • links to organisational strategy and objectives
  • a communication plan.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • outline range of criteria for selecting metrics
  • explain range of marketing functions within an organisation
  • summarise range of marketing metrics and their usefulness to measure key marketing operations.

Assessment Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development marketing field of work and include access to:

  • relevant workplace documents and data, in particular data already collected to measure marketing effectiveness
  • office equipment and resources, including appropriate software
  • case studies and, where possible, real situations.

Assessors must satisfy NVR/AQTF assessor requirements.

Links

Companion Volume implementation guides are found in VETNet - https://vetnet.education.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10

Training component details
The following details are displayed for each different NRT:-

Training packages

- Training package details
- Training package components

Qualifications

- Qualification details
- Qualification components

Accredited courses

- Accredited course details

Modules

- Module details

Units of competency

- Units of competency details
- Unit components

Skill sets

- Skill set details
- Skill set components

Click on the Export link to export the NRT information to MS Word or PDF.

Click on the Manage notification link to create or change a notification for this NRT.

When selecting the Display history check box a set of tables will appear displaying a log of historical values describing what has changed and when over time.

If you have access to make changes to an NRT, click on the Edit link on the upper right hand side of the summary box.