Unit of competency Outline

Date retreived
22/07/2026 6:45 PM AWST

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Conduct e-marketing communications

Conduct e-marketing communications

Unit of competency
National Code
BSBMKG412
State Code
AUH33
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
25/03/2015
View on TGA
State Implementation and Classification
Approved Date
15/09/2015
Field of Education
080505 - Marketing
Original Release Date
15/09/2015
Nominal Hours
50
Description
This unit describes the skills and knowledge required to prepare electronic advertisements for use in internet, email or facsimile marketing communications, and to evaluate their effectiveness in achieving marketing objectives.It applies to individuals working in promotional roles who are required to use electronic communications and existing business websites to effectively convey marketing communications and achieve marketing objectives in accordance with marketing or e-marketing plans.No licensing, legislative or certification requirements apply to this unit at the time of publication.
Notes
Elements and Performance Criteria
1. Prepare electronic advertisements
  • 1.1 Choose media for electronic advertisements in accordance with the organisation’s marketing (or e-marketing) strategy
  • 1.2 Select multiple marketing channels to optimise marketing effort
  • 1.3 Ensure copy and design elements communicate desired image, features and benefits of products or services, and suit characteristics of chosen media
  • 1.4 Position and size each element of advertisement to achieve balance and focus
  • 1.5 Ensure typeface selections suit product, chosen media and central message of advertisement, and that layout achieves balance in its elements including white space and margins
  • 1.6 Ensure any added sound, animation or graphics enhance content of advertisements and do not distract from message
  • 1.7 Ensure advertisements meet requirements of marketing strategy as well as legal and ethical requirements
2. Use business website as e-marketing tool
  • 2.1 Identify website marketing objectives in organisation’s marketing (or e-marketing) strategy and plan
  • 2.2 Ensure website design meets objectives and conveys required image of the business and features and benefits of its products or services
  • 2.3 Ensure website content, site map, navigation buttons, frames and multiple pages are in accordance with marketing strategy and plan
  • 2.4 Ensure website incorporates data recording, contacts and feedback mechanisms to allow evaluation of website as a marketing tool
3. Use e-marketing
  • 3.1 Identify required media vehicles and website hotlinks for electronic advertisements, and negotiate contracts for website development where necessary to meet requirements of the marketing strategy, budget and legal and ethical requirements
  • 3.2 Promote marketing channels to identified target market segments
  • 3.3 Place or disseminate electronic advertisements in accordance with marketing strategy, media contracts, and legal and ethical requirements
4. Monitor and evaluate results of e-marketing
  • 4.1 Monitor transmission of electronic advertisements or other e-marketing products and rectify any errors or omissions
  • 4.2 Develop measures of effectiveness for e-marketing advertisements and monitor effectiveness
  • 4.3 Evaluate effectiveness of e-marketing advertisements against measures of effectiveness and record outcomes in accordance with organisational requirements
  • 4.4 Use outcomes of evaluation activities and other feedback from marketing channels to plan for improvements to e-marketing strategies and products
No information
No information
Replaces
State Code National Code Title Type
D0861 BSBMKG412A Conduct e-marketing communications Unit of competency
Replaced By
State Code National Code Title Type
OCF52 BSBMKG442 Conduct e-marketing communications Unit of competency