Elements and Performance Criteria

Range statement
The Range Statement provides advice to interpret the scope and context of this unit of competency, allowing for differences between enterprises and workplaces. It relates to the unit as a whole and facilitates holistic assessment. The following variables may be present for this particular unit:
Legislation, codes and national standards relevant to the workplace may include:
award and enterprise agreements
national, State/Territory legislative requirements especially in regard to Occupational Health and Safety
industry codes of practice
OECD International Guidelines for Consumer Protection in E-Commerce
copyright laws
defamation laws
privacy legislation
intellectual property, confidentiality requirements
legal and regulatory policies affecting e-business
Market segmentation is
the process of dividing a market into consumer subgroups, each of which has different needs
Criteria to use in market segmentation may include:
consumer needs
benefits desired
product/service usage
attitude
demographics
lifestyle
social and cultural factors
business characteristics
Demographic descriptions may include:
date and place of birth
sex
nationality
indigenous Australian
education
occupation
marital status
first language
other languages spoken at home
number and age of children
income level
disability
Psychographic descriptions may include:
activities
interests
opinions
values
attitudes
lifestyle
Relevant personnel may include:
business owner/s
management
in-house or outsourced / contracted personnel
technology personnel
Effectiveness measures may include:
awareness measurements
recall measurements
readership measurements
media vehicle audience measurements
opinion measurements
attitude measurements
inquiry measurements
sales measurements
customer satisfaction ratings
Legal and ethical requirements may include:
privacy
confidentiality
legislation
regulations
codes of practice
ethical principles
policies and guidelines
society's expectations
cultural expectations and influences
social responsibilities eg protection of children, environmental issues
Range statement
The Range Statement provides advice to interpret the scope and context of this unit of competency, allowing for differences between enterprises and workplaces. It relates to the unit as a whole and facilitates holistic assessment. The following variables may be present for this particular unit:
Legislation, codes and national standards relevant to the workplace may include:
award and enterprise agreements
national, State/Territory legislative requirements especially in regard to Occupational Health and Safety
industry codes of practice
OECD International Guidelines for Consumer Protection in E-Commerce
copyright laws
defamation laws
privacy legislation
intellectual property, confidentiality requirements
legal and regulatory policies affecting e-business
Market segmentation is
the process of dividing a market into consumer subgroups, each of which has different needs
Criteria to use in market segmentation may include:
consumer needs
benefits desired
product/service usage
attitude
demographics
lifestyle
social and cultural factors
business characteristics
Demographic descriptions may include:
date and place of birth
sex
nationality
indigenous Australian
education
occupation
marital status
first language
other languages spoken at home
number and age of children
income level
disability
Psychographic descriptions may include:
activities
interests
opinions
values
attitudes
lifestyle
Relevant personnel may include:
business owner/s
management
in-house or outsourced / contracted personnel
technology personnel
Effectiveness measures may include:
awareness measurements
recall measurements
readership measurements
media vehicle audience measurements
opinion measurements
attitude measurements
inquiry measurements
sales measurements
customer satisfaction ratings
Legal and ethical requirements may include:
privacy
confidentiality
legislation
regulations
codes of practice
ethical principles
policies and guidelines
society's expectations
cultural expectations and influences
social responsibilities eg protection of children, environmental issues

The Evidence Guide identifies the critical aspects, underpinning knowledge and skills to be demonstrated to confirm competence for this unit. This is an integral part of the assessment of competence and should be read in conjunction with the Range Statement.
Critical aspects of evidence
Integrated demonstration of all elements of competency and their performance criteria
Effectiveness of marketing strategies to the target market
Realistic but challenging marketing objectives and plan
Underpinning knowledge*
* Required knowledge/skills is to be limited to that which is sufficient to perform the particular workplace competency
Relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
Marketing fundamentals
e-business environment
e-business terminology
Marketing applications for e-business
Electronic marketing research
Market segmentation
Influences on consumer behaviour
Legal and ethical requirements
Underpinning skills
Computer skills for online research
Literacy skills to interpret requirements and write marketing plan
Communication skills to negotiate contracts and implement marketing strategies
Ability to relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities
Resource implications
The learner and trainer should have access to appropriate documentation and resources normally used in the workplace
Consistency of performance
In order to achieve consistency of performance, evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations
Context/s of assessment
Competency is demonstrated by performance of all stated criteria, including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide, and within the scope as defined by the Range Statement
Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package
Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment
Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level. Refer to the Key Competency Levels at the end of this unit
Three levels of performance denote level of competency required to perform a task.
1. Perform
2. Administer
3. Design
Collecting, analysing and organising information - to identify and evaluate e-marketing opportunities and target e-marketing to particular audiences (3)
Communicating ideas and information - through e-marketing plan (3)
Planning and organising activities - to research target markets, to develop and manage an e-marketing plan and strategies (3)
Working with teams and others - to prepare website marketing strategy (3)
Using mathematical ideas and techniques - to comply with time and budgetary requirements (1)
Solving problems - to determine marketing strategies to suit different target markets (3)
Using technology - to prepare planning documents (2)
The Evidence Guide identifies the critical aspects, underpinning knowledge and skills to be demonstrated to confirm competence for this unit. This is an integral part of the assessment of competence and should be read in conjunction with the Range Statement.
Critical aspects of evidence
Integrated demonstration of all elements of competency and their performance criteria
Effectiveness of marketing strategies to the target market
Realistic but challenging marketing objectives and plan
Underpinning knowledge*
* Required knowledge/skills is to be limited to that which is sufficient to perform the particular workplace competency
Relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
Marketing fundamentals
e-business environment
e-business terminology
Marketing applications for e-business
Electronic marketing research
Market segmentation
Influences on consumer behaviour
Legal and ethical requirements
Underpinning skills
Computer skills for online research
Literacy skills to interpret requirements and write marketing plan
Communication skills to negotiate contracts and implement marketing strategies
Ability to relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities
Resource implications
The learner and trainer should have access to appropriate documentation and resources normally used in the workplace
Consistency of performance
In order to achieve consistency of performance, evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations
Context/s of assessment
Competency is demonstrated by performance of all stated criteria, including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide, and within the scope as defined by the Range Statement
Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package
Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment
Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level. Refer to the Key Competency Levels at the end of this unit
Three levels of performance denote level of competency required to perform a task.
1. Perform
2. Administer
3. Design
Collecting, analysing and organising information - to identify and evaluate e-marketing opportunities and target e-marketing to particular audiences (3)
Communicating ideas and information - through e-marketing plan (3)
Planning and organising activities - to research target markets, to develop and manage an e-marketing plan and strategies (3)
Working with teams and others - to prepare website marketing strategy (3)
Using mathematical ideas and techniques - to comply with time and budgetary requirements (1)
Solving problems - to determine marketing strategies to suit different target markets (3)
Using technology - to prepare planning documents (2)