Elements and Performance Criteria

Range statement
The Range Statement provides advice to interpret the scope and context of this unit of competency, allowing for differences between enterprises and workplaces. It relates to the unit as a whole and facilitates holistic assessment. The following variables may be present for this particular unit:
Legislation, codes and national standards relevant to the workplace may include:
award and enterprise agreements
national, State/Territory legislative requirements especially in regard to Occupational Health and Safety
industry codes of practice
OECD International Guidelines for Consumer Protection in E-Commerce
copyright laws
defamation laws
privacy legislation
intellectual property, confidentiality requirements
legal and regulatory policies affecting e-business
Media for electronic advertisements may include:
websites
chat rooms
email
bulletins
facsimiles
Electronic advertisements may include:
search engine submission
FFA sites
free / paid classifieds
bulk email
e-zine advertising
e-zine publishing as a marketing tool
news groups
auto responders
banner exchanges
web rings
Legal and ethical requirements may include:
privacy
confidentiality
legislation
regulations
codes of practice
ethical principles
policies and guidelines
society's expectations
cultural expectations and influences
social responsibilities eg protection of children, environmental issues
Effectiveness measures may include:
awareness measurements
recall measurements
readership measurements
media vehicle audience measurements
opinion measurements
attitude measurements
inquiry measurements
sales measurements
customer satisfaction ratings
Range statement
The Range Statement provides advice to interpret the scope and context of this unit of competency, allowing for differences between enterprises and workplaces. It relates to the unit as a whole and facilitates holistic assessment. The following variables may be present for this particular unit:
Legislation, codes and national standards relevant to the workplace may include:
award and enterprise agreements
national, State/Territory legislative requirements especially in regard to Occupational Health and Safety
industry codes of practice
OECD International Guidelines for Consumer Protection in E-Commerce
copyright laws
defamation laws
privacy legislation
intellectual property, confidentiality requirements
legal and regulatory policies affecting e-business
Media for electronic advertisements may include:
websites
chat rooms
email
bulletins
facsimiles
Electronic advertisements may include:
search engine submission
FFA sites
free / paid classifieds
bulk email
e-zine advertising
e-zine publishing as a marketing tool
news groups
auto responders
banner exchanges
web rings
Legal and ethical requirements may include:
privacy
confidentiality
legislation
regulations
codes of practice
ethical principles
policies and guidelines
society's expectations
cultural expectations and influences
social responsibilities eg protection of children, environmental issues
Effectiveness measures may include:
awareness measurements
recall measurements
readership measurements
media vehicle audience measurements
opinion measurements
attitude measurements
inquiry measurements
sales measurements
customer satisfaction ratings

The Evidence Guide identifies the critical aspects, underpinning knowledge and skills to be demonstrated to confirm competence for this unit. This is an integral part of the assessment of competence and should be read in conjunction with the Range Statement.
Critical aspects of evidence
Integrated demonstration of all elements of competency and their performance criteria
Targeting of marketing to different audiences
Effectiveness of marketing to target audiences
Underpinning knowledge*
* Required knowledge/skills is to be limited to that which is sufficient to perform the particular workplace competency
Relevant legislation from all levels of Government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
Marketing fundamentals
e-business
e-business terminology
Marketing applications of e-business
Electronic marketing research
Market segmentation
Influences on consumer behaviour
Legal and ethical requirements
Underpinning skills
Computer skills for graphic design / multimedia
Literacy skills to interpret requirements and create e-advertisements
Communication skills to implement marketing strategies
Ability to relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities
Resource implications
The learner and trainer should have access to appropriate documentation and resources normally used in the workplace
Consistency of performance
In order to achieve consistency of performance, evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations
Context/s of assessment
Competency is demonstrated by performance of all stated criteria, including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide, and within the scope as defined by the Range Statement
Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package
Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment
Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level. Refer to the Key Competency Levels at the end of this unit
Three levels of performance denote level of competency required to perform a task.
1. Perform
2. Administer
3. Design
Collecting, analysing and organising information - to target e-marketing to particular audiences (3)
Communicating ideas and information - to stakeholders through e-marketing and to prepare electronic advertisements to meet the target audience (3)
Planning and organising activities - to manage e-marketing strategies and to prepare, place or disseminate advertisements (3)
Working with teams and others - to negotiate with stakeholders and to liaise for media placement (3)
Using mathematical ideas and techniques - to comply with time and budgetary requirements (1)
Solving problems -to develop and implement strategies, to manage contingencies and to identify and rectify errors or omissions (3)
Using technology - to create and disseminate e-advertisements (2)
The Evidence Guide identifies the critical aspects, underpinning knowledge and skills to be demonstrated to confirm competence for this unit. This is an integral part of the assessment of competence and should be read in conjunction with the Range Statement.
Critical aspects of evidence
Integrated demonstration of all elements of competency and their performance criteria
Targeting of marketing to different audiences
Effectiveness of marketing to target audiences
Underpinning knowledge*
* Required knowledge/skills is to be limited to that which is sufficient to perform the particular workplace competency
Relevant legislation from all levels of Government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination
Marketing fundamentals
e-business
e-business terminology
Marketing applications of e-business
Electronic marketing research
Market segmentation
Influences on consumer behaviour
Legal and ethical requirements
Underpinning skills
Computer skills for graphic design / multimedia
Literacy skills to interpret requirements and create e-advertisements
Communication skills to implement marketing strategies
Ability to relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities
Resource implications
The learner and trainer should have access to appropriate documentation and resources normally used in the workplace
Consistency of performance
In order to achieve consistency of performance, evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations
Context/s of assessment
Competency is demonstrated by performance of all stated criteria, including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide, and within the scope as defined by the Range Statement
Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package
Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment
Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level. Refer to the Key Competency Levels at the end of this unit
Three levels of performance denote level of competency required to perform a task.
1. Perform
2. Administer
3. Design
Collecting, analysing and organising information - to target e-marketing to particular audiences (3)
Communicating ideas and information - to stakeholders through e-marketing and to prepare electronic advertisements to meet the target audience (3)
Planning and organising activities - to manage e-marketing strategies and to prepare, place or disseminate advertisements (3)
Working with teams and others - to negotiate with stakeholders and to liaise for media placement (3)
Using mathematical ideas and techniques - to comply with time and budgetary requirements (1)
Solving problems -to develop and implement strategies, to manage contingencies and to identify and rectify errors or omissions (3)
Using technology - to create and disseminate e-advertisements (2)