Unit of competency Outline

Date retreived
22/07/2026 4:59 AM AWST

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Implement and monitor direct marketing activities

Implement and monitor direct marketing activities

Unit of competency
National Code
BSBMKG509A
State Code
D0871
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
04/11/2010
Field of Education
080505 - Marketing
Original Release Date
04/11/2010
Nominal Hours
40
Description
This unit describes the performance outcomes, skills and knowledge required to implement, monitor and evaluate the effectiveness of direct marketing activities in accordance with an organisation's marketing plan.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Notes
Elements and Performance Criteria
1. Allocate responsibilities for direct marketing activities
  • 1.1. Critically analyse criteria for setting priorities for direct marketing activities, in accordance with marketing plan and organisational direct marketing requirements
  • 1.2. Assemble required resources to conduct direct marketing activities
  • 1.3. Brief staff and suppliers on their budgets, time lines, roles and responsibilities
  • 1.4. Develop forms for conducting direct marketing activities and recording responses
2. Implement direct marketing activities
  • 2.1. Schedule work on each campaign element according to lead times required for different media and in accordance with marketing plan
  • 2.2. Ensure staff and suppliers meet agreed production schedule and budget
  • 2.3. Identify any likely variations in production budget, raise with relevant persons as required and gain approval for variations
  • 2.4. Make provisions to cover promotion over-performance
  • 2.5. Implement direct marketing activities in accordance with direct marketing plan objectives
  • 2.6. Ensure activities are implemented in accordance with legal and ethical requirements
3. Monitor direct marketing activities
  • 3.1. Record responses at regular intervals throughout the campaign
  • 3.2. Identify and use evaluation criteria to determine campaign effectiveness
  • 3.3. Determine whether campaign is over-performing
  • 3.4. Implement new targets and procedures to capitalise on positive over-performance
  • 3.5. Modify direct marketing activities to extinguish non-profitable over-performance
4. Determine continuous improvement opportunities
  • 4.1. Analyse success indicators of direct marketing campaign
  • 4.2. Document campaign performance in accordance with organisational reporting requirements
  • 4.3. Encourage team members to identify and propose ways to improve campaign performance
  • 4.4. Determine, document and assign responsibilities for required improvements to future direct marketing campaigns
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.
Criteria for setting priorities may include:
what needs doing first
what promises to deliver the highest return
what requires the greatest financial, human and other resources
Required resources may include:
customer lists
data
databases
financial
software
staff
Roles and responsibilities may include:
art direction
chasing data that has not been provided
development of copy
development of design
media planning
media buying
obtaining lists
Forms may include:
hard copy documents
digital offline (email) records
digital online (direct to database) records
Media may include:
cable or satellite television
email
facsimile
free-to-air television
phone
print
website
Provisions to cover promotion over-performance may include:
conducting thorough and rigorous sales forecasts
ensuring website can cope with high volume
having a buffer stock of product or service brochures or other promotional materials to cover better than expected response rates
taking steps to ensure availability of adequately trained call centre staff
Legal and ethical requirements may include:
Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice
Free TV Australia Commercial Television Industry Code of Practice
privacy laws
state/territory regulations regarding sweepstakes
Trade Practices Act
Regular intervals may include:
daily
hourly
three monthly
weekly
Evaluation criteria may include:
average order size (units)
average order value (dollars)
calculating the total response in terms of:
dollars
orders
units
cost per response
gross profit per attempted contact
response rate calculated as a percentage of attempted contacts such as:
copies of publication distributed
emails actually sent
phones actually answered
phones actually rung
pieces actually mailed
right party contacted
website click throughs
website visits
Non-profitable over-performance may include:
customer service issues related to not following up leads quickly
excessive processing and fulfilment costs
low gross profit per contact
low margin
offer priced too low
Success indicators may include:
customer satisfaction levels maintained or improved
materials delivered on time and within budget
number of responses and cost per response meeting budget
all tasks completed on time
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:
allocate responsibilities to team members and external suppliers for at least one direct marketing campaign
coordinate resources, tools and personnel required to implement direct marketing campaign
monitor and evaluate performance of direct marketing campaign
analyse campaign performance involving team at conclusion of campaign.
Context of and specific resources for assessment
Assessment must ensure:
access to office equipment and resources
access to marketing plan and past campaign performance data and information.
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
demonstration of direct marketing techniques in a workplace environment
direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
observation of presentations on campaign performance
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:
BSBMKG410A Test direct marketing activities
BSBMKG514A Implement and monitor marketing activities
other marketing units.
Replaces
State Code National Code Title Type
C3657 BSBMKG604A Develop and manage direct marketing campaigns Unit of competency
Replaced By
State Code National Code Title Type
AUJ14 BSBMKG509 Implement and monitor direct marketing activities Unit of competency