Unit of competency Outline

Date retreived
23/07/2026 1:25 PM AWST

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Plan e-marketing communications

Plan e-marketing communications

Unit of competency
National Code
BSBMKG510B
State Code
D4871
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
10/03/2009
View on TGA
State Implementation and Classification
Approved Date
11/06/2013
Field of Education
080505 - Marketing
Original Release Date
11/06/2013
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.
Notes
Elements and Performance Criteria
1. Prepare an electronic marketing strategy or plan
  • 1.1. In consultation with relevant personnel, determine electronic marketing purpose and objectives that reflect the organisation's strategy, direction and values
  • 1.2. Develop an electronic marketing (e-marketing) strategy or plan that addresses the aims and targets of the organisation's existing business or marketing plan, and is consistent with organisational and budgetary requirements
  • 1.3. Develop a value proposition for the e-marketing strategy or plan
  • 1.4. Identify, cost and detail electronic marketing tools for the organisation and its products and services in the e-marketing strategy or plan
  • 1.5. Identify and incorporate electronic marketing approaches, tools and strategies to reach target market and achieve objectives
  • 1.6. Ensure e-marketing strategy or plan includes an action plan, schedule and budget estimates for developing and implementing electronic marketing strategies
  • 1.7. Ensure e-marketing strategy or plan includes effectiveness measures and meets legal and ethical requirements
2. Prepare and evaluate a website marketing strategy
  • 2.1. Evaluate website marketing objectives to ensure they are consistent with e-marketing strategy or plan, and modify if required
  • 2.2. Establish strategies for evaluation of the website as a marketing tool
  • 2.3. Evaluate website design according to overall e-marketing strategy or plan to ensure the design projects required image of the organisation and conveys the features and benefits of products or services, and recommend modifications if required
  • 2.4. Evaluate website data recording, contacts and feedback mechanisms as part of the website evaluation
  • 2.5. Develop website marketing strategy in accordance with, and for inclusion in, e-marketing strategy or plan
  • 2.6. Integrate website marketing strategy into the overall e-marketing strategy or plan
  • 2.7. Evaluate effectiveness of website marketing strategy
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.
Relevant personnel may include:
business owners
in-house, outsourced or otherwise contracted personnel
management
technology personnel.
Purpose may include:
building and maintaining customer relationships through electronic communications
collecting direct responses
distributing information via internet
generating leads by attracting potential customers
internet advertising
online transactions.
Value proposition may include:
benefits a company can derive from using electronic commerce
benefits a company's products or services provide to customers
consumer need that is being fulfilled.
Electronic marketing tools may include:
electronic advertisements, such as:
affiliate marketing
auto responders
banner exchanges
bulk email
directory listing
e-zine and webzine publishing as a marketing tool
free for all (FFA) sites
free or paid classifieds
news groups
pop-up advertisements
search engine submission
interactive TV
media, such as:
bulletins
chat rooms
emails
facsimiles
websites
mobile technology, such as:
3G mobile phones
personal digital assistants (PDAs)
online, such as:
catalogues
customer services
press releases
surveys
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, e.g. Australian eMarketing Code of Practice
confidentiality
cultural expectations and influences
ethical principles
legislation
policies and guidelines
privacy
social responsibilities e.g. protection of children and environmentally sustainable practices
societal expectations.
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 an e-marketing strategy or plan for at least one product or service, containing:
action plan
schedule
costings
monitoring strategy
evaluation methods
development of a website marketing strategy for a product or service that meets overall organisational e-marketing objectives.

Context of and specific resources for assessment
Assessment must ensure access to:
a workplace or simulated work environment
office equipment and resources
relevant organisational strategies and plans.

Method of assessment
The following assessment methods are appropriate for this unit:
assessment of reports outlining electronic and website marketing strategies and reports
review of portfolios of evidence and third-party workplace reports of the development of e-marketing and website marketing strategies
observation of presentations of strategies and plans
oral or written questioning about characteristics of e-marketing tools, and their benefits and challenges
review of case studies about e-marketing strategies.

Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.
Replaces
State Code National Code Title Type
D0872 BSBMKG510A Plan e-marketing communications Unit of competency
Replaced By
State Code National Code Title Type
AUL52 BSBMKG510 Plan e-marketing communications Unit of competency