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
privacy legislation
intellectual property, confidentiality requirements
legal and regulatory policies affecting e-business
Relevant personnel may include:
owner/s
management
in-house or contracted marketing personnel
in-house or contracted technology/technical personnel
web hosting service personnel
client stakeholders
Website features/capabilities may include:
marketing features
legal requirements
privacy and confidentiality requirements
security requirements
authentication facility or link
customer service requirements
shopping cart facilities
electronic payment facilities
online catalogues, brochures
knowledge bases
frequently asked questions (FAQS)
thumbnails, image maps etc
active links
navigation buttons
frames, animation, flash etc
colour, sound, video, graphics, photos
downloadable files
search facility
facility for user feedback on content and operation of website
Business performance strategy may include:
service objectives
logistics of product supply, pricing, delivery and inventory management
Maintenance issues may include:
frequency of updates
timeliness
responsible staff
maintenance workload
optimisation of feedback
Publicity strategies may include:
use of traditional media publicity
newsgroup notice
Internet chat room
registration with commonly used search engines
links to other sites
design of site ie key words
Operational areas may include:
marketing and sales
customer service
supply and dispatch of goods
service support / after sales service
administration
finance
training and development
user groups
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
privacy legislation
intellectual property, confidentiality requirements
legal and regulatory policies affecting e-business
Relevant personnel may include:
owner/s
management
in-house or contracted marketing personnel
in-house or contracted technology/technical personnel
web hosting service personnel
client stakeholders
Website features/capabilities may include:
marketing features
legal requirements
privacy and confidentiality requirements
security requirements
authentication facility or link
customer service requirements
shopping cart facilities
electronic payment facilities
online catalogues, brochures
knowledge bases
frequently asked questions (FAQS)
thumbnails, image maps etc
active links
navigation buttons
frames, animation, flash etc
colour, sound, video, graphics, photos
downloadable files
search facility
facility for user feedback on content and operation of website
Business performance strategy may include:
service objectives
logistics of product supply, pricing, delivery and inventory management
Maintenance issues may include:
frequency of updates
timeliness
responsible staff
maintenance workload
optimisation of feedback
Publicity strategies may include:
use of traditional media publicity
newsgroup notice
Internet chat room
registration with commonly used search engines
links to other sites
design of site ie key words
Operational areas may include:
marketing and sales
customer service
supply and dispatch of goods
service support / after sales service
administration
finance
training and development
user groups

The Evidence Guide identifies the critical aspects, knowledge and skills to be demonstrated to confirm competency for this unit. This is an integral part of the assessment of competency 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
Knowledge of the features of a marketing oriented website
Ways to increase the marketing effectiveness of a website
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
Internet
World Wide Web
Uniform resource locators (URL)
Browsers, search engines, web crawlers
e-business
e-Marketing principles
Features of a marketing oriented website
Ways to increase the marketing effectiveness of a website
Underpinning skills
Strategic planning
Computer technology skills
Communication skills to consult with relevant personnel on website purpose, image and capabilities
Literacy skills to gather and analyse information on the business, its products/services and the target audience for the website
Numeracy skills for costing, and meeting budgetary requirements
Ability to relate to stakeholders 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 determine the target audience for the website (3)
Communicating ideas and information - in consultation with relevant personnel regarding the website purpose and capabilities (3)
Planning and organising activities - to integrate the website into business operations (3)
Working with teams and others - to determine the organisation's business image to be projected (3)
Using mathematical ideas and techniques - to cost the development, setup and maintenance of the business website (2)
Solving problems - to increase the marketing effectiveness of a website (3)
Using technology - to prepare a business website strategy (2)
The Evidence Guide identifies the critical aspects, knowledge and skills to be demonstrated to confirm competency for this unit. This is an integral part of the assessment of competency 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
Knowledge of the features of a marketing oriented website
Ways to increase the marketing effectiveness of a website
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
Internet
World Wide Web
Uniform resource locators (URL)
Browsers, search engines, web crawlers
e-business
e-Marketing principles
Features of a marketing oriented website
Ways to increase the marketing effectiveness of a website
Underpinning skills
Strategic planning
Computer technology skills
Communication skills to consult with relevant personnel on website purpose, image and capabilities
Literacy skills to gather and analyse information on the business, its products/services and the target audience for the website
Numeracy skills for costing, and meeting budgetary requirements
Ability to relate to stakeholders 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 determine the target audience for the website (3)
Communicating ideas and information - in consultation with relevant personnel regarding the website purpose and capabilities (3)
Planning and organising activities - to integrate the website into business operations (3)
Working with teams and others - to determine the organisation's business image to be projected (3)
Using mathematical ideas and techniques - to cost the development, setup and maintenance of the business website (2)
Solving problems - to increase the marketing effectiveness of a website (3)
Using technology - to prepare a business website strategy (2)