Unit of competency Outline
Date retreived
22/07/2026 3:59 PM AWST
22/07/2026 3:59 PM AWST
Whilst all efforts are made to provide accurate and timely information from the relevant source/documentation, please be aware that the information supplied may not be the most current version. The accuracy of the detail has not been confirmed by the Department and therefore should not be relied upon without first confirming the contents.
Develop and manage direct marketing campaigns
Develop and manage direct marketing campaigns
Unit of competency
National Code
BSBMKG604A
BSBMKG604A
State Code
C3657
C3657
TGA Status
Deleted
Deleted
DTWD Status
Deleted
Deleted
State Implementation and Classification
Approved Date
02/10/2003
Field of Education
080505 - Marketing
Original Release Date
02/10/2003
Nominal Hours
50
Description
This unit describes the performance outcomes, skills and knowledge required to design marketing campaigns, to implement campaigns and to analyse the success of a campaign.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.This unit describes the performance outcomes, skills and knowledge required to design marketing campaigns, to implement campaigns and to analyse the success of a campaign.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Notes
Elements and Performance Criteria
1 Design a campaign
- 1.1 Identify critical campaign design features from business needs and objectives
- 1.2 Develop campaign objectives
- 1.3 Identify required campaign resources
- 1.4 Establish appropriate organisational, team and individual targets
- 1.5 Develop campaign procedures for all relevant parties
- 1.6 Confirm campaign design by consulting with stakeholders
- 1.7 Identify technical requirements to support campaign
- 1.8 Ensure campaign design complies with relevant legislation and regulatory codes
2 Implement campaign and monitor outcomes
- 2.1 Use project management tools effectively
- 2.2 Establish real-time campaign monitoring and reporting
- 2.3 Accurately analyse campaign results at regular intervals
- 2.4 Conduct effective campaign debriefing with staff and key stakeholders
3 Analyse fulfilment processes
- 3.1 Map existing fulfilment processes
- 3.2 Collect comprehensive data on campaign fulfilment performance
- 3.3 Conduct effective process improvement analysis
- 3.4 Establish appropriate new processes or standards
- 3.5 Specify and establish an appropriate tracking mechanism
4 Present campaign results to relevant business units
- 4.1 Conduct an effective written and oral presentation
- 4.2 Focus on critical aspects of the campaign in the presentation
- 4.3 Clearly communicate required action of other parties
- 4.4 Communicate and resolve campaign process concerns and issues
5 Prepare campaign cost-benefit analysis
- 5.1 Collect relevant campaign data
- 5.2 Accurately calculate cost of calls and other transactions
- 5.3 Accurately assess immediate and longer term financial gains of campaign
- 5.4 Communicate appropriate performance and financial results to relevant parties
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Campaign may include:
courtesy/follow-up calls
data collection
loyalty program
re-contracting
retention offers
sales
value add services
Stakeholders may include:
billing
company for which campaign is being undertaken (under outsourcing arrangements)
credit and collections
executive
own sales and support team
sales and marketing
Relevant legislation and regulatory codes may include:
consumer credit codes
Do Not Call Register
industry specific codes
marketing codes
Privacy Act
Trade Practices Act
Project management tools may include:
application of quality processes
generic management tools
purpose built campaign management tools
risk assessment and management
standard project management practices
Fulfilment processes may include:
after sales support
billing
data entry
despatch of field staff
despatch of necessary documentation and collateral
establishment of new or renewed contract
provisioning of new services
supply and delivery of new product
Process improvement analysis may include:
after sales support
analysis of extra calls generated by campaign
analysis of reliability and performance of fulfilment process
customer satisfaction surveying
modifications that can be adopted for future campaigns
overall results against targets
performance and results of individuals and teams
quality of databases and data integrity
review of processes used
sales conversion rate analysis
stakeholder feedback (including team, sales and marketing)
Campaign may include:
courtesy/follow-up calls
data collection
loyalty program
re-contracting
retention offers
sales
value add services
Stakeholders may include:
billing
company for which campaign is being undertaken (under outsourcing arrangements)
credit and collections
executive
own sales and support team
sales and marketing
Relevant legislation and regulatory codes may include:
consumer credit codes
Do Not Call Register
industry specific codes
marketing codes
Privacy Act
Trade Practices Act
Project management tools may include:
application of quality processes
generic management tools
purpose built campaign management tools
risk assessment and management
standard project management practices
Fulfilment processes may include:
after sales support
billing
data entry
despatch of field staff
despatch of necessary documentation and collateral
establishment of new or renewed contract
provisioning of new services
supply and delivery of new product
Process improvement analysis may include:
after sales support
analysis of extra calls generated by campaign
analysis of reliability and performance of fulfilment process
customer satisfaction surveying
modifications that can be adopted for future campaigns
overall results against targets
performance and results of individuals and teams
quality of databases and data integrity
review of processes used
sales conversion rate analysis
stakeholder feedback (including team, sales and marketing)
The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.
Overview of assessment
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
designing, implementing, controlling, monitoring and reviewing a marketing campaign
knowledge of relevant legislation, regulatory and organisational requirements.
Context of and specific resources for assessment
Assessment must ensure:
access to workplace information and data
access to information and databases for analysis activities
access to relevant legislation, regulations, standards and guidelines
access to stakeholder feedback.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
review of campaign project plan
review of communication plan
review of documentation of processes and technical requirements
review of campaign reporting
analysis of campaign results (against target)
review of process improvement plan
oral and/or written questioning to assess knowledge of stakeholder feedback
review of analysis and valuation of campaign processes.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
BSBCCO605A Develop and maintain a customer contact marketing strategy.
Overview of assessment
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
designing, implementing, controlling, monitoring and reviewing a marketing campaign
knowledge of relevant legislation, regulatory and organisational requirements.
Context of and specific resources for assessment
Assessment must ensure:
access to workplace information and data
access to information and databases for analysis activities
access to relevant legislation, regulations, standards and guidelines
access to stakeholder feedback.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
review of campaign project plan
review of communication plan
review of documentation of processes and technical requirements
review of campaign reporting
analysis of campaign results (against target)
review of process improvement plan
oral and/or written questioning to assess knowledge of stakeholder feedback
review of analysis and valuation of campaign processes.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
BSBCCO605A Develop and maintain a customer contact marketing strategy.
Replaced By
| State Code | National Code | Title | Type |
|---|---|---|---|
| D0871 | BSBMKG509A | Implement and monitor direct marketing activities | Unit of competency |
| D0870 | BSBMKG508A | Plan direct marketing activities | Unit of competency |
| State Code | National Code | Title | Type |
|---|---|---|---|
| C345 | BSB60601 | Advanced Diploma of Business (Marketing) | Qualification |