Unit of competency Outline
Date retreived
22/07/2026 12:48 PM AWST
22/07/2026 12:48 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 measurement of marketing effectiveness
Plan measurement of marketing effectiveness
Unit of competency
National Code
BSBMKG522A
BSBMKG522A
State Code
D4876
D4876
TGA Status
Replaced
Replaced
DTWD Status
Replaced
Replaced
State Implementation and Classification
Approved Date
15/04/2011
Field of Education
080505 - Marketing
Original Release Date
15/04/2011
Nominal Hours
40
Description
This unit describes the performance outcomes, skills and knowledge required to identify, plan and promote a strategy to measure the effectiveness of marketing activities using a range of marketing metrics.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Notes
Elements and Performance Criteria
1. Identify and analyse measurement of marketing effectiveness
- 1.1. Research a range of metrics available to identify the effectiveness of marketing processes and functions
- 1.2. Identify marketing metrics used by the organisation in each key marketing operation
- 1.3. Identify how existing marketing metrics link to organisational strategy and objectives, and opportunities to improve the links
- 1.4. Analyse the effectiveness of current and possible future marketing metrics
- 1.5. Identify issues with the use of marketing metrics within the organisation
2. Develop the strategy to measure marketing effectiveness
- 2.1. Identify the organisation's criteria for selecting manageable and cost-effective metrics
- 2.2. Identify the organisation's objectives for the measurement and evaluation of marketing effectiveness
- 2.3. Recommend methods of measuring marketing performance for each marketing process or function tailored to the organisation's brand or unique positioning
- 2.4. Contribute to the calculation of costs of gathering and analysing data
- 2.5. Plan and document the implementation strategy for measuring and analysing marketing performance
- 2.6. Contribute to the development of specific, relevant metrics
3. Promote the strategy to measure marketing effectiveness
- 3.1. Plan the promotion of validity, value and efficacy of marketing metrics to key stakeholders using appropriate format
- 3.2. Design an internal marketing communications strategy so that marketing and other relevant personnel fully understand their role in measuring marketing effectiveness
- 3.3. Report on implementation and outcome issues
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.
Metrics may include:
brand equity, such as:
availability
brand perception
familiarity
loyalty
penetration
brand value
competition
customer databases
customer acquisition, satisfaction, retention, value and loss
communications effectiveness
e-metrics, such as:
hits
page views
visits
inventory efficiency and effectiveness
loyalty or retention
market performance by customer, product, accounting and financial outcomes
market share
overall sales
return on marketing investment in market-based assets
sales force effectiveness
segment penetration
share of mind
share of voice
share of wallet
shareholder value.
Marketing processes and functions may include:
advertising
direct marketing
distribution
e-marketing
loyalty programs
market research
marketing communications
pricing
product development, including pre- and post-launch
sales force.
Issues may include:
cost of obtaining meaningful information
frequency of measurement
level of management that reviews the metrics
skill of marketing personnel in terms of measurement
treatment of intangible assets in financial statements
volume of data to be analysed.
Criteria may include:
whether they are:
precise and sensitive to change
predictive, e.g. of future customer purchase, retention and cash flow
relevant to the organisation's strategy and context
reliable over time so trends can be tracked
cost-effective
costs (money and time) involved in measuring
possible benefits of measurement
risks if measurement does not occur.
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.
Metrics may include:
brand equity, such as:
availability
brand perception
familiarity
loyalty
penetration
brand value
competition
customer databases
customer acquisition, satisfaction, retention, value and loss
communications effectiveness
e-metrics, such as:
hits
page views
visits
inventory efficiency and effectiveness
loyalty or retention
market performance by customer, product, accounting and financial outcomes
market share
overall sales
return on marketing investment in market-based assets
sales force effectiveness
segment penetration
share of mind
share of voice
share of wallet
shareholder value.
Marketing processes and functions may include:
advertising
direct marketing
distribution
e-marketing
loyalty programs
market research
marketing communications
pricing
product development, including pre- and post-launch
sales force.
Issues may include:
cost of obtaining meaningful information
frequency of measurement
level of management that reviews the metrics
skill of marketing personnel in terms of measurement
treatment of intangible assets in financial statements
volume of data to be analysed.
Criteria may include:
whether they are:
precise and sensitive to change
predictive, e.g. of future customer purchase, retention and cash flow
relevant to the organisation's strategy and context
reliable over time so trends can be tracked
cost-effective
costs (money and time) involved in measuring
possible benefits of measurement
risks if measurement does not occur.
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:
development of a strategy to measure marketing performance, which includes:
objectives
metrics chosen and rationale for choice for each marketing process or function
costs
link to organisational strategy and objectives
communication plan.
Context of and specific resources for assessment
Assessment must ensure access to:
a workplace or simulated work environment
relevant workplace documents and data, in particular data already collected to measure marketing effectiveness
office equipment and resources, including appropriate software.
Method of assessment
The following assessment methods are appropriate for this unit:
review of portfolio of evidence of actions taken to plan a strategy to measure marketing performance
oral or written questioning to assess:
actions taken to implement a strategy to measure marketing performance
knowledge of marketing metrics and their uses for different phases of the marketing process and for different marketing outcomes
analysis of responses to case studies and scenarios around marketing metrics.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.
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:
development of a strategy to measure marketing performance, which includes:
objectives
metrics chosen and rationale for choice for each marketing process or function
costs
link to organisational strategy and objectives
communication plan.
Context of and specific resources for assessment
Assessment must ensure access to:
a workplace or simulated work environment
relevant workplace documents and data, in particular data already collected to measure marketing effectiveness
office equipment and resources, including appropriate software.
Method of assessment
The following assessment methods are appropriate for this unit:
review of portfolio of evidence of actions taken to plan a strategy to measure marketing performance
oral or written questioning to assess:
actions taken to implement a strategy to measure marketing performance
knowledge of marketing metrics and their uses for different phases of the marketing process and for different marketing outcomes
analysis of responses to case studies and scenarios around marketing metrics.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.
Replaced By
| State Code | National Code | Title | Type |
|---|---|---|---|
| AUJ04 | BSBMKG522 | Plan measurement of marketing effectiveness | Unit of competency |
| State Code | National Code | Title | Type |
|---|---|---|---|
| D163 | BSB50107 | Diploma of Advertising | Qualification |
| D174 | BSB51207 | Diploma of Marketing | Qualification |