Unit of competency Outline

Date retreived
22/07/2026 11:39 PM AWST

Whilst all efforts are made to provide accurate and timely information from the relevant source/documentation, please be aware that the information supplied may not be the most current version. The accuracy of the detail has not been confirmed by the Department and therefore should not be relied upon without first confirming the contents.

Conduct e-marketing communications

Conduct e-marketing communications

Unit of competency
National Code
BSBMKG412A
State Code
D0861
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
10/03/2009
View on TGA
State Implementation and Classification
Approved Date
07/06/2013
Field of Education
080505 - Marketing
Original Release Date
07/06/2013
Nominal Hours
50
Description
This unit describes the performance outcomes, 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.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
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 the desired image, features and benefits of the products or services, and suit the characteristics of the chosen media
  • 1.4. Position and size each element of the advertisement to achieve balance and focus
  • 1.5. Ensure typeface selections suit the product, the chosen media and the central message of the advertisement, and that the layout achieves balance in its elements including white space and margins
  • 1.6. Ensure any added sound, animation or graphics enhance the content of advertisements and do not distract from the message
  • 1.7. Ensure advertisements meet the requirements of the marketing strategy and legal and ethical requirements
2. Use business website as e marketing tool
  • 2.1. Identify website marketing objectives in the organisation's marketing (or e-marketing) strategy and plan
  • 2.2. Ensure the website design meets objectives and conveys the required image of the business and the features and benefits of its products or services
  • 2.3. Ensure the website content, site map, navigation buttons, frames and multiple pages are in accordance with the marketing strategy and plan
  • 2.4. Ensure the website incorporates data recording, contacts and feedback mechanisms to allow evaluation of the website as a marketing tool
3. Use electronic marketing
  • 3.1. Identify the required media vehicles and website hotlinks for electronic advertisements, and negotiate contracts for website development where necessary to meet the 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 the marketing strategy, media contracts and legal and ethical requirements
4. Monitor and evaluate results of e marketing
  • 4.1. Monitor the transmission of the 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 the 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 electronic marketing strategies and products
RANGE STATEMENT
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, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Media may include:
bulletins
chat rooms
email
facsimiles
websites
Electronic advertisements may include:
auto responders
banner exchanges
bulk email
e-zine (electronic magazine distributed or accessed via a file server) and webzine (web-site distributed electronic magazine) advertising
e-zine and webzine publishing as a marketing tool
FFA sites
free or paid classifieds
news groups
search engine submission
web rings
Legal and ethical requirements may include:
codes of practice
confidentiality
cultural expectations and influences
ethical principles
legislation
policies and guidelines
privacy
regulations
social responsibilities e.g. protection of children, environmental considerations
societal expectations
Measures of effectiveness may include:
attitude measurements
awareness measurements
customer satisfaction ratings
inquiry measurements
media vehicle audience measurements
opinion measurements
readership measurements
recall measurements
sales measurements
EVIDENCE GUIDE
The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
developing at least one electronic advertisement for a product or service using electronic media to convey marketing communications consistent with an organisational marketing strategy and objectives
monitoring and evaluating the results of electronic advertisements and marketing.
Context of and specific resources for assessment
Assessment must ensure:
access to office equipment and resources.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
assessment of electronic advertisements created and appropriateness of media used for the products or services
direct questioning with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
observation of presentations of electronic advertisements
oral or written questioning
review of authenticated documents from the workplace or training environment
review of testimony from team members or colleagues.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
advertising units
other marketing units.
Replaces
State Code National Code Title Type
C4662 BSBEBUS522A Conduct e-marketing communications Unit of competency
Replaced By
State Code National Code Title Type
AUH33 BSBMKG412 Conduct e-marketing communications Unit of competency