Elements and Performance Criteria

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 in the performance criteria is detailed below.
Consideration of online features may include:
construction of website
domain presence and name
search engines.
Brand management strategies may include:
retention campaigns and programs
resource planning
sales strategies
pricing strategies
promotion and distribution strategies
retention and loyalty programs
web search and access relationships
assessment of competitor activities
response to online customer preferences and buying behaviours.
Online consumers may include:
new or repeat contacts
internal and external contacts
customers with routine or special requests
people from a range of social, cultural and ethnic backgrounds and with varying physical and mental abilities
business customers or individuals
domestic or international customers.
Brand may include:
product brands
company brands
supplier brands
registered trade marks
registered brands
intellectual property.
Methods to communicate may include:
interactive web content
web search and access relationships
advertising banners and links.
Online presence may include:
website
advertising banners
web search and access relationships
referring links
email.
Additionalbrand features may include:
best prices
exclusive offers
range
unique features (only available online)
early access (fashion or trends)
logistics (doorstep delivery)
personal rewards.
Brand value may involve interactions between:
trade marks and registered business names
internal or external use
concept of equity or value or superior value for customers, shareholders and employees.
Legal requirements may include:
Trade Practices and Fair Trading Acts
tobacco laws
liquor laws
lottery legislation
industry codes of practice
sale of second-hand goods
sale of X and R rated products
transport, storage and handling of goods
customs, import and export regulations.
Intellectual property associated with online brand management may include:
website
domain name
brand features
associated customer or market information.
Jurisdictions may include:
national and international agencies
legislative
legal
cultural
online systems internal and external to the organisation.
Joint branding agreements will vary based on:
product range, line, or category performance requirements
objectives such as those for price, profit, brand share and market share
due diligence requirements
value for money
risk sharing
market position
planning cycles and timing
cost and price analysis
agreed terms and conditions
intellectual property and technology rights
value management
continuous improvement
supply chain management
infrastructural and capital outlay requirements
organisational systems integration and compatibility.

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, the range statement and the Assessment Guidelines for this Training Package.
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
identifies and accesses reliable and current information from existing documents (electronic and written) to assess brand value and predict market trends
demonstrates cross-alignment of online brand management strategies and key performance indicators with strategic, marketing and business plans
develops monitoring processes and mechanisms to measure online brand effectiveness, especially with customers
uses collaborative and consultative processes for management of a retail brand within or external to an organisation in an online environment
develops realistic plans for achieving online brand positioning
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.
Context of and specific resources for assessment
Assessment must ensure access to:
a real or simulated work environment
relevant documentation, such as:
legislation and statutory requirements
industry codes of practice
information and performance data on existing business model and IT infrastructure
information on:
markets
competitors
products and services
suppliers
new technology.
Methods of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
observation of performance in the workplace
a role play
a detailed case study
third-party reports from a supervisor
customer feedback
written or verbal questioning to assess knowledge and understanding
review of portfolios of evidence and third-party workplace reports of on-the-job performance.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.