Unit of competency Outline
Date retreived
23/07/2026 5:01 AM AWST
23/07/2026 5:01 AM 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.
Manage measurement of marketing effectiveness
Manage measurement of marketing effectiveness
Unit of competency
National Code
BSBMKG611A
BSBMKG611A
State Code
D4878
D4878
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
50
Description
This unit describes the performance outcomes, skills and knowledge required to manage a strategy to measure the effectiveness of a marketing activity 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. Prepare for implementation of a strategy to measure marketing effectiveness
- 1.1. Review current marketing strategies and marketing plans and research a range of metrics available to measure effectiveness of relevant marketing processes and functions
- 1.2. Analyse effectiveness of current marketing metrics used by the organisation in each key marketing operation
- 1.3. Critically analyse how existing marketing metrics link to strategy and opportunities to improve the links
- 1.4. Plan to address any issues with the use of marketing metrics within the organisation
- 1.5. Design criteria for retaining existing marketing metrics and for selecting new manageable and cost-effective metrics
- 1.6. Gain approval for the design or redesign of the strategy from senior management
2. Design strategy to measure marketing effectiveness
- 2.1. Set objectives for the measurement and evaluation of marketing effectiveness
- 2.2. Select methods to measure marketing performance for each marketing process or function, tailored to the organisation's brand or unique positioning
- 2.3. Calculate costs of gathering and analysing data with the assistance of relevant financial experts
- 2.4. Design and record the implementation strategy for measuring and analysing marketing performance, or make recommendations for improving current strategy
3. Manage, implement and evaluate the strategy to measure marketing effectiveness
- 3.1. Design and implement an appropriate communication and training strategy, so that marketing and other relevant personnel fully understand their role in measuring marketing effectiveness
- 3.2. Supervise the design and implementation of specific metrics
- 3.3. Plan and monitor work activity to ensure adherence to strategy for measurement of marketing effectiveness
- 3.4. Design process to review and evaluate marketing metrics on a regular basis and if organisational strategy changes
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:
accounting and financial outcomes
brand equity, such as:
availability
brand perception
familiarity
loyalty and retention
penetration
brand value
competition
customer databases
customer acquisition, satisfaction, retention, value and loss
communications and effectiveness
e-metrics, such as:
hits
page views
visits
inventory efficiency and effectiveness
market performance by customer and product
market share
overall sales
return on marketing investment in market-based assets
sales force effectiveness
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
differences in treatment of intangible assets in financial statements
frequency of measurement
level of management that reviews the metrics
skill of marketing personnel in terms of measurement
volume of data to be analysed.
Criteria may include:
costs (money and time) involved in measuring
possible benefits of measurement
risks if measurement does not occur
whether they are:
cost-effective
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.
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:
accounting and financial outcomes
brand equity, such as:
availability
brand perception
familiarity
loyalty and retention
penetration
brand value
competition
customer databases
customer acquisition, satisfaction, retention, value and loss
communications and effectiveness
e-metrics, such as:
hits
page views
visits
inventory efficiency and effectiveness
market performance by customer and product
market share
overall sales
return on marketing investment in market-based assets
sales force effectiveness
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
differences in treatment of intangible assets in financial statements
frequency of measurement
level of management that reviews the metrics
skill of marketing personnel in terms of measurement
volume of data to be analysed.
Criteria may include:
costs (money and time) involved in measuring
possible benefits of measurement
risks if measurement does not occur
whether they are:
cost-effective
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.
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:
design of a strategy for measuring marketing performance which includes:
objectives
metrics
costs
implementation strategy
evaluation strategy
choice, design and implementation of specific chosen metrics as required by strategy
design of a training program for relevant personnel about their role in measuring marketing effectiveness.
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 produce a strategy to measure marketing performance
oral or written questioning to assess:
actions taken to produce the 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
demonstration of a training strategy for relevant personnel to introduce them to the use of the 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:
design of a strategy for measuring marketing performance which includes:
objectives
metrics
costs
implementation strategy
evaluation strategy
choice, design and implementation of specific chosen metrics as required by strategy
design of a training program for relevant personnel about their role in measuring marketing effectiveness.
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 produce a strategy to measure marketing performance
oral or written questioning to assess:
actions taken to produce the 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
demonstration of a training strategy for relevant personnel to introduce them to the use of the 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 |
|---|---|---|---|
| AUH76 | BSBMKG611 | Manage measurement of marketing effectiveness | Unit of competency |
| State Code | National Code | Title | Type |
|---|---|---|---|
| W906 | BSB60110 | Advanced Diploma of Advertising | Qualification |
| D185 | BSB60507 | Advanced Diploma of Marketing | Qualification |