Unit of competency Outline
Date retreived
22/07/2026 12:04 PM AWST
22/07/2026 12:04 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.
Plan e-marketing communications
Plan e-marketing communications
Unit of competency
National Code
BSBMKG510A
BSBMKG510A
State Code
D0872
D0872
TGA Status
Deleted
Deleted
DTWD Status
Deleted
Deleted
State Implementation and Classification
Approved Date
18/07/2008
Field of Education
080505 - Marketing
Original Release Date
18/07/2008
Nominal Hours
50
Description
This unit describes the performance outcomes, skills and knowledge required to research, prepare and evaluate an organisational e marketing plan that integrates electronic communications and website marketing in support of marketing objectives.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 research, prepare and evaluate an organisational e marketing plan that integrates electronic communications and website marketing in support of marketing objectives.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Notes
Elements and Performance Criteria
1 Prepare an electronic marketing strategy and plan
- 1.1 Determine electronic marketing purpose and objectives in consultation with relevant personnel that are compatible with the business strategy, direction and values of the organisation
- 1.2 Develop an electronic marketing strategy or plan which addresses the aims and targets of the organisation's business plan, and meets budgetary and organisational requirements
- 1.3 Identify, cost and detail electronic marketing tools for the organisation, its products and services in the electronic marketing strategy or plan
- 1.4 Identify and incorporate electronic marketing approaches, tools and strategies to reach target market and achieve objectives
- 1.5 Ensure electronic marketing strategy or plan includes an action plan, schedule and budget estimates for developing and implementing electronic marketing strategies
- 1.6 Ensure the electronic marketing strategy or plan includes effectiveness measures and meets legal and ethical requirements
- 1.7 Evaluate effectiveness of the electronic marketing strategy or plan
2 Prepare and evaluate a website marketing strategy
- 2.1 Evaluate website marketing objectives to ensure they are in accordance with e-marketing strategy and plan, and modify if required
- 2.2 Evaluate the website design to ensure it projects the required image of the business and conveys the features and benefits of products or services in accordance with the overall e-marketing strategy, and recommend modifications if required
- 2.3 Evaluate website data recording, contacts and feedback mechanisms to ensure they allow for evaluation of the website as a marketing tool, and establish strategies for evaluation
- 2.4 Develop website marketing strategy in accordance with, and for inclusion in, e-marketing strategy and plan
- 2.5 Integrate website marketing strategy into the overall e-marketing strategy and plan
- 2.6 Evaluate effectiveness of website marketing strategy
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.
Relevant personnel may include:
business owners
in-house, outsourced or otherwise contracted personnel
management
technology personnel
Electronic marketing tools may include:
media such as:
bulletins
chat rooms
email
facsimiles
websites
electronic advertisements such as:
auto responders
banner exchanges
bulk email
e-zine (electronic magazine distributed or accessed via a file server) and webzine (web-site distributed electronic magazine) advertising
e-zine and webzine publishing as a marketing tool
FFA sites
free or paid classifieds
news groups
search engine submission
web rings
Effectiveness measures may include:
attitude measurements
awareness measurements
customer satisfaction ratings
inquiry measurements
media vehicle audience measurements
opinion measurements
readership measurements
recall measurements
sales measurements
Legal and ethical requirements may include:
codes of practice
confidentiality
cultural expectations and influences
ethical principles
legislation
policies and guidelines
privacy
regulations
social responsibilities eg protection of children, environmental issues
society's expectations
Relevant personnel may include:
business owners
in-house, outsourced or otherwise contracted personnel
management
technology personnel
Electronic marketing tools may include:
media such as:
bulletins
chat rooms
facsimiles
websites
electronic advertisements such as:
auto responders
banner exchanges
bulk email
e-zine (electronic magazine distributed or accessed via a file server) and webzine (web-site distributed electronic magazine) advertising
e-zine and webzine publishing as a marketing tool
FFA sites
free or paid classifieds
news groups
search engine submission
web rings
Effectiveness measures may include:
attitude measurements
awareness measurements
customer satisfaction ratings
inquiry measurements
media vehicle audience measurements
opinion measurements
readership measurements
recall measurements
sales measurements
Legal and ethical requirements may include:
codes of practice
confidentiality
cultural expectations and influences
ethical principles
legislation
policies and guidelines
privacy
regulations
social responsibilities eg protection of children, environmental issues
society's expectations
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:
documenting an electronic marketing strategy and plan for at least one product or service containing an action plan, schedule, costings, monitoring and evaluation methods
documenting a website marketing strategy for a product or service that meets overall organisational marketing objectives
Context of and specific resources for assessment
Assessment must ensure:
access to an actual workplace or simulated work environment
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 outlining electronic and website marketing strategies and reports
demonstration of strategic planning techniques used to formulate the strategies and plans
direct questioning with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
observation of presentations of strategies and plans
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:
BSBMKG412A Conduct e-marketing communications
other marketing units
Overview of assessment
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
documenting an electronic marketing strategy and plan for at least one product or service containing an action plan, schedule, costings, monitoring and evaluation methods
documenting a website marketing strategy for a product or service that meets overall organisational marketing objectives
Context of and specific resources for assessment
Assessment must ensure:
access to an actual workplace or simulated work environment
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 outlining electronic and website marketing strategies and reports
demonstration of strategic planning techniques used to formulate the strategies and plans
direct questioning with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
observation of presentations of strategies and plans
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:
BSBMKG412A Conduct e-marketing communications
other marketing units
Replaces
| State Code | National Code | Title | Type |
|---|---|---|---|
| C4661 | BSBEBUS521A | Plan e-marketing communications | Unit of competency |
Replaced By
| State Code | National Code | Title | Type |
|---|---|---|---|
| D4871 | BSBMKG510B | Plan e-marketing communications | Unit of competency |
| State Code | National Code | Title | Type |
|---|---|---|---|
| S621 | SIT60107 | Advanced Diploma of Tourism | Qualification |