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 |
|
Writing |
2.3, 2.5, 2.6, 3.1-3.3 |
|
Oral Communication |
2.3, 3.3 |
|
Numeracy |
1.5, 2.1, 2.4, 2.6 |
|
Navigate the world of work |
1.2, 1.3 |
|
Interact with others |
2.3, 2.6, 3.1, 3.3 |
|
Get the work done |
1.1, 1.3-1.5, 2.1, 2.2, 2.5, 2.6, 3.1, 3.2 |
|
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.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10