Unit of competency Outline

Date retreived
23/07/2026 12:12 AM AWST

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Develop a digital marketing plan

Develop a digital marketing plan

Unit of competency
National Code
SIRXMKT007
State Code
BBB46
TGA Status
Current
DTWD Status
Approved
Current Release Number
1.00
Current Release Date
16/08/2017
View on TGA
State Implementation and Classification
Approved Date
14/12/2017
Field of Education
080505 - Marketing
Original Release Date
14/12/2017
Nominal Hours
45
Description
This unit describes the performance outcomes, skills and knowledge required to research, plan, implement and evaluate digital marketing activities. This unit applies to individuals working in a diverse range of sectors and business contexts. They operate independently, under limited supervision from others, and are responsible for making a range of operational decisions.No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.
Notes
Elements and Performance Criteria
1. Determine digital marketing requirements.
  • 1.1. Determine organisational objectives and priorities for digital marketing activity.
  • 1.2. Confirm available budget for digital marketing activity.
  • 1.3. Review information on current and past digital marketing activities and their effectiveness.
  • 1.4. Segment the online market and define target market.
  • 1.5. Research target market and identify suitable digital marketing activities.
  • 1.6. Identify internal and external factors impacting digital marketing activities.
  • 1.7. Research trends and best practice in digital marketing, tools and software available.
2. Develop digital marketing plan.
  • 2.1. Confirm and document digital marketing objectives that are consistent with organisational objectives and priorities.
  • 2.2. Determine digital marketing activities to drive targeted traffic to site and generate sales.
  • 2.3. Document a digital marketing action plan that details key activities, resources and timeframes.
  • 2.4. Establish performance indicators and evaluation criteria for measuring impact of digital marketing activities.
  • 2.5. Integrate legal and ethical requirements and considerations into planning.
  • 2.6. Ensure digital marketing plan aligns with organisational objectives, current marketing strategy and budget.
  • 2.7. Seek required approval for digital marketing plan.
3. Monitor digital marketing activity.
  • 3.1. Communicate digital marketing plan, responsibilities and expectations to relevant personnel.
  • 3.2. Oversee digital marketing activity and respond to issues as they arise.
  • 3.3. Monitor digital marketing content and ensure alignment with digital marketing plans and objectives.
  • 3.4. Track customer traffic and conversion rates to identify trends in customer and digital marketing activity.
4. Review digital marketing activities.
  • 4.1. Review trends in customer traffic and conversion rates to determine impact of digital marketing activities.
  • 4.2. Calculate return on investment for any paid digital marketing activities.
  • 4.3. Identify and evaluate new and emerging digital marketing trends and technologies and consider their use for improved marketing outcomes.
  • 4.4. Make recommendations for improvements in digital marketing based on review.
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