Elements and Performance Criteria

RANGE STATEMENT
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.
Database system may include:
MS Access
MS Excel
in-house, custom built databases
Appropriate methods may include:
acquisition of customer lists
business cards obtained from conferences, trade fairs and exhibitions
competition response forms
obtaining lists from list brokers
warranty forms
Legal and ethical requirements may include:
codes of practice such as Australian Direct Marketing Association (ADMA) Code of Practice
cultural expectations and influences
ethical principles
relevant legislation such as:
copyright
privacy
policies and guidelines
regulations
social responsibilities
societal expectations
Cleansing and updating may include:
dealing with dead letters
dealing with unsubscribes
logging contact and payment details changes
managing bounceback emails
removing duplication
return-to-sender letters
Demographic characteristics may include:
age
date and place of birth
disability
education
first language
gender
household income
Indigenous Australian
languages spoken at home
marital status
nationality
number and age of children
occupation
Psychographic characteristics may include:
activities
affiliations
attitudes
interests
lifestyle
opinions
political views
values
Behavioristic characteristics may include:
benefits sought by buyer
loyalty status of buyer
readiness stage of buyer
user status of buyer

EVIDENCE GUIDE
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:
collecting, storing and accurately maintaining customer or prospect data used in a direct marketing campaign
segmenting and profiling customer data according to specified characteristics
analysing data to identify direct marketing opportunities and quality of data
using data to design or modify new or existing marketing activities
knowledge of relevant legislation, codes and standards.
Context of and specific resources for assessment
Assessment must ensure:
access to existing client lists and databases
access to office equipment and resources.
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:
assessment of written reports on data analysis activities
direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
observation of presentations of analysis, segmentation and profiling results or identification of marketing opportunities extracted from data
observations of database cleansing, updating and enhancement
oral or written questioning
review of authenticated documents from the workplace or training environment
review of testimony from team members, colleagues, supervisors or managers.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
BSBITU404AProduce complex desktop published documents
BSBMKG401BProfile the market
other marketing units.