Unit of competency Outline

Date retreived
23/07/2026 12:57 PM AWST

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Test direct marketing activities

Test direct marketing activities

Unit of competency
National Code
BSBMKG410
State Code
AUL41
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
30
Description
This unit describes the skills and knowledge required to design, construct and implement a direct marketing test program, analyse its outcomes, and act on its findings to increase the likely success of direct marketing activities.It applies to individuals who are required to design and test direct marketing activities for a product or service. They may work in small, medium or large enterprises in a variety of industries and typically undertake controlled experiments to test direct marketing activities before designing and implementing the activity. The results of such testing can be analysed to predict likely success of proposed direct marketing activities.No licensing, legislative or certification requirements apply to this unit at the time of publication.
Notes
Elements and Performance Criteria
1. Determine appropriate testing methods
  • 1.1 Establish rationale for conducting tests on direct marketing activities
  • 1.2 Determine testable components of direct marketing activities that can substantially affect test results or can be differentiated without affecting other components
  • 1.3 Evaluate and select appropriate testing methods for media being used and media component being tested
2. Design and conduct test
  • 2.1 Create a range of hypotheses to be tested
  • 2.2 Formulate a number of possible scenarios expected at conclusion of test
  • 2.3 Select minimum and maximum number of test cells
  • 2.4 Define control cells and establish a method to identify all responses by cell of origin
  • 2.5 Establish minimum significance variance
  • 2.6 Apply test to selected offer components
3. Analyse and act on test results
  • 3.1 Use statistical techniques to analyse results
  • 3.2 Determine whether test results provide a null, positive or negative result in relation to each hypothesis
  • 3.3 Determine appropriate testing actions for results obtained
  • 3.4 Refine, modify or change direct response offer components in accordance with testing results until final offer is created
  • 3.5 Document and visually present testing results in format specified by organisational policies and procedures
No information
No information
Replaces
State Code National Code Title Type
D0859 BSBMKG410A Test direct marketing activities Unit of competency
Replaced By
State Code National Code Title Type
OCF56 BSBMKG436 Design and test direct marketing activities Unit of competency
State Code National Code Title Type
AVS4 BSB41315 Certificate IV in Marketing Qualification
AZJ8 BSB42415 Certificate IV in Marketing and Communication Qualification