Elements and Performance Criteria

The Range Statement statement provides details of the scope of the Elements and Performance Criteria to allow for differences within enterprises and workplaces, including practices, knowledge and requirements. The Range Statement also provides a focus for assessment and relates to the unit as a whole.

Range description

Type of products and services provided

Business policy and procedures in regard to selling products and services

Size, type and location of business

Business merchandise range

Strategic measurement and evaluation systems and processes

Characteristics of the specific product(s) or service(s)

Management structure and communication relationships

Existing business models and IT infrastructure

Form of web presence and level of e-commerce readiness

Current & emerging applications and technology

Customers including other businesses or end consumers serviced through business customers or directly

Varying levels of staff training

Worksite specific context, variations and environments

Workplace Context

Workplace-specific guidelines, policies and practices

Conditions of service, legislation and industrial agreements

Consultative processes may involve:

staff members

teams

management

union representatives

Industrial relations, OH&S specialists

Privacy Act

Other professional or technical staff

Relevant personnel may vary with context, level of employment, ascribed duties, nature of enquiry or response required.

Applicable State/ Territory/ Commonwealth regulations and legislation may include

Occupational Health and Safety

Workplace relations

Workers compensation

Industry codes of practice

License, patent or copyright arrangements

Environmental protection legislation

Equal Employment Opportunity and anti-discrimination law

Emergency procedures

Transport, storage and handling of goods

Sales Tax Act

Australian Competition and Consumer Commission (ACCC) provisions

Trade Practices Act

Sources of information may include

Legislation and regulations

Work procedures and internal manuals

Company operating procedures and instructions

Manufacturer's specifications

Supplier and/ or customer instructions

Manifests

Codes of practice

Quality assurance systems, procedures and policies

Awards, workplace agreements, and other industrial arrangements

Oral/ verbal communication including face to face, telephone, Internet, radio, and such like

Written instructions and communication such as data exchange, letters, e-mails

Non-verbal communication

Feedback

Safety instructions and workplace signage

Direct or indirect

Electronic or hard copy

Policy and protocols

Brand features for an online retailer may include

Best prices

Exclusive offers

Range

Unique features (only available online)

Early access (fashion or trends)

Logistics (doorstep delivery)

Personal rewards

Brand may include

Product brands

Company brands

Supplier brands

Register trade marks

Registered brands

Intellectual property

Jurisdictions include

Nations

International agencies

Legislative

Legal

Cultural

Online systems internal and external to the organisation.

Joint branding objectives will vary based on

Product, range, line, or category performance requirements

Objectives such as those for price, profit, brand share, market share

Business relationships may be influenced by

Due diligence requirements

Value or money

Risk sharing

Market position

Planning cycles and the time of the year

Cost/ Price analysis

Terms and conditions agreed

Intellectual property and technology rights

Value management

Continuous improvement

Supply chain management

Infrastructural and capital outlay requirements

Organisational systems integration and compatibility

The following components of the Evidence Guide relate directly to the Performance Criteria and the Range Statement for the unit of competency and will inform and provide guidance for assessment of the unit in the workplace and/or training program.
Critical aspects of evidence
Assessment requires evidence of the following products to be collected:
Assessing brand value and predicting trends based on reliable and current information requires the competent resourcing of information from existing documents (electronic and written)
Cross alignment of online brand management strategies and key performance indicators with strategic, marketing and business plans.
Monitoring processes and mechanisms to measure online brand effectiveness - especially with customers
Developing and advocating for online brand targets and overall plans
Collaborative and consultative processes for management of a retail brand utilised within or external to an organisation in an online environment
Realistic plans for achieving online brand positioning
Completion of analysis of brand impact on online customers
Evidence of ongoing measurement, review and improvement to brand protection and value over time
Evidence of knowledge and understanding of the implications for brand protection when trading online across different nations

Underpinning knowledge and skills
Display knowledge in terms of job role or function:
Brand value and brand penetration in online marketplaces
Range of products and services
Comparative features and advantages of online brand(s)
Online market share and current performance
Impact of web design, presence and domain name on online brand management
Enterprise technology
Factors limiting the success of sales strategies
Occupational, health and safety aspects to job
Relevant commercial law and legislation
Techniques and procedures for researching (for goal-setting and Performance Indicators) and analysing brand equity and customer value
Positioning brands to enhance sustained market advantage for online products and services
Team leaderships and collaborative techniques
Approval processes and key personnel
Occupational health and safety aspects of job
Relevant intellectual property, standards organisations (governing world wide web activities), commercial law and legislation across all relevant jurisdictions.
Display skills in terms of job role or function, including the ability to:
Data collection and analysis
Goal-setting, prediction of trends, coordination and development of brand value
Plan and organise activities to ensure brand enhanced sales of online product and services
Determine relationship between brand and sales or service objectives
Comparative review of online brand(s) with competitors
Devise online brand promotional strategies
Achieve sustainable brand positioning
Build online brand features consistent with business needs and direction
Set ongoing measure for brand value and strategic success
Measuring trends and their impact on brands
Identify and correctly determine the impact of online applications and technology on brand communication and management

Assessment Process
For valid and reliable assessment of this unit, evidence should be gathered through a range of methods to indicate consistent performance.
It can be gathered from assessment of the unit of competency alone, through an integrated assessment activity or through a combination of both.
Evidence should be gathered as part of the learning process.

Integrated Competency Assessment
Evidence is most relevant when provided through an integrated activity which combines the elements of competency for each unit, or a cluster of units of competency.

The candidate will be required to:

Apply knowledge and skills which underpin the process required to demonstrate competence, including appropriate key competencies.
Integrate knowledge and skills critical to demonstrating competence in this unit.
Unit WRRO14A can be assessed with other units which make up a particular job function.

Evidence gathering methods

Evidence should include products, processes and procedures from the workplace context or from a simulated work environment. Evidence might include:

Observation of the person in the workplace
A simulated role play
Third party reports from a supervisor
Customer feedback
Answers to questions about specific skills and knowledge

Resources Required
A real or simulated work environment

Relevant documentation, such as:

legislation and statutory requirements
occupational health and safety requirements
industry codes of practice
information and performance data on existing business model and IT infrastructure

Access to information on:

markets
competitors
products and services
suppliers
new technology

There are a number of processes that are learnt throughout work and life which are required in all jobs. They are fundamental processes and generally transferable to other work functions. Some of these are covered by the key competencies, although others may be added. The questions below highlight how these processes are applied in this unit of competency. Following each question a number indicates the level to which the key competency needs to be demonstrated where 0 = not required, 1 = perform the process, 2 = perform and administer the process, and 3 = perform, administer and design the process.
Communicating ideas and information
Communication of ideas and information will be applied when conveying information about the brand in the online environment. (3)

Collecting analysing and organising information
Information on consumer attitudes and behaviours and the requirements to protect the brand will need to be collected, analysed and organised. (3)

Planning and organising activities
The structuring, assessment and monitoring of online brand management requires activities to be planned and organised. (3)

Working with others and in teams
Team work will be applied when seeking information from others and reporting outcomes. (3)

Using mathematical ideas and techniques
Mathematical ideas and techniques are required when accessing and analysing brand management data. (3)

Solving problems
Problem solving skills will be applied when analysing the impact of online brand management strategies and ensuring continuous improvement. (3)

Using technology
The use of technology will be applied throughout this unit. (3)