Unit of competency details
SIRXMKT004 - Undertake digital marketing activities (Release 1)
Summary
Usage recommendation:
Deleted
The
Deleted
usage recommendation was implemented on 13 June 2017 to describe training components that have no replacement. Enrolments in training components and statements of attainment or qualifications issued before 13 June 2017 are valid. For any components marked as deleted after 13 June 2017, the applicable transition/teach-out periods apply. For specific questions regarding the enrolment, delivery or issuance of a statement of attainment/qualification, please contact your
training regulator.
Releases:
| 1 1 (this release) |
31/Mar/2016 |
Companion volumes:
Unit of competency
Assessment requirements
Training packages that include this unit
Qualifications that include this unit
Classifications
Classification history
| ASCED Module/Unit of Competency Field of Education Identifier | 080505 | Marketing | 09/Aug/2016 | |
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Unit of competency
Modification History
Not applicable.
Application
This unit describes the performance outcomes, skills and knowledge required to follow a digital marketing plan to undertake and review online marketing activities.
It applies to individuals working in digital marketing roles in a diverse range of industry sectors and business contexts that undertake digital marketing activities. They operate independently with some responsibility for decision making, and within established organisational policies and procedures.
No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.
Pre-requisite Unit
Nil
Competency Field
Marketing
Unit Sector
Cross-Sector
Elements and Performance Criteria
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ELEMENTS
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PERFORMANCE CRITERIA
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Elements describe the essential outcomes.
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Performance criteria describe the performance needed to demonstrate achievement of the element.
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1. Research market information.
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1.1.Conduct research using appropriate sources to gather background market information and to determine customer preferences.
1.2.Identify emerging trends in digital marketing and how they can be utilised by the organisation.
1.3.Report research findings in accordance with organisational policies and procedures.
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2. Undertake digital marketing activities.
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2.1.Source and review organisational digital marketing plan and relevant procedures.
2.2.Implement digital marketing plan and key digital marketing activities.
2.3.Ensure digital marketing activities comply with organisational policies and procedures and legal and ethical practices for digital marketing.
2.4.Use online tools to enhance outcomes of digital marketing activities
2.5.Monitor digital marketing activities, and recommend amendments to digital marketing plan to relevant personnel.
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3. Review digital marketing activities.
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3.1.Measure and record outcomes of digital marketing activities.
3.2.Review digital marketing activities against expected outcomes.
3.3.Prepare report of digital marketing outcomes and communicate to relevant personnel.
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Foundation Skills
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Foundation skills essential to performance in this unit, but not explicit in the performance criteria are listed here, along with a brief context statement.
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SKILLS
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DESCRIPTION
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Numeracy skills to:
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- evaluate and interpret digital marketing analytics.
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Technology skills to:
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- use digital marketing tools
- generate digital marketing reports.
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Unit Mapping Information
No equivalent unit.
Links
Companion Volume implementation guides are found in VETNet - https://vetnet.gov.au/Pages/TrainingDocs.aspx?q=ca051b1b-5101-4ec2-ac1c-49699303188d
Assessment requirements
Modification History
Not applicable.
Performance Evidence
Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:
- use the following market testing tools to determine and report on the preferences of a target customer:
- the trial of products and services online
- A/B testing or multi variate
- implement a digital marketing plan by:
- creating search engine optimisation
- creating cost effective targeted advertising
- creating cost effective display advertisements that generate sales
- preparing and distributing marketing emails
- amending website to influence customer engagement and maximise sales
- monitor and review outcomes of digital marketing activities across for one month and report on results.
Knowledge Evidence
Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:
- organisational policies and procedures for digital marketing
- key aspects of legal and ethical practices related to digital marketing:
- responsible marketing practices
- duty of care
- rules and regulations and terms of use of specific digital marketing tools:
- privacy
- spamming
- copyright
- industry trends
- customer responses
- types
- reach and impacts
- copy and design elements that communicate desired image, features and benefits of products or services, and suit characteristics of chosen media
- strategies for:
- search engine optimisation
- targeted digital advertising
- email marketing
- digital marketing tools and their application in digital marketing activities:
- generate customer loyalty
- track path to purchase
- optimise search engine results
- influence customer engagement.
Assessment Conditions
Skills must be demonstrated in:
- an industry workplace
- a simulated industry environment.
Assessment must ensure access to:
- internet
- an editable retail website
- digital marketing testing and monitoring tools
- relevant documentation:
- organisational digital marketing plan
- legal and ethical practices for use of digital marketing
- digital marketing organisational policies and procedures
- digital marketing analytics.
Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors.
Links
Companion Volume implementation guides are found in VETNet - https://vetnet.gov.au/Pages/TrainingDocs.aspx?q=ca051b1b-5101-4ec2-ac1c-49699303188d
