List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.
ELEMENT | PERFORMANCE CRITERIA |
Elements describe the essential outcomes. | Performance criteria describe the performance needed to demonstrate achievement of the element. |
1. Analyse digital media impact | 1.1 Determine measurable impact objectives for digital media 1.2 Review and deliver insights from online and offline channel data 1.3 Identify tools and technologies accessed by customers 1.4 Clearly establish audience engagement characteristics, expectations and responses 1.5 Identify gaps in engagement and expectations |
2. Establish an experimentation framework | 2.1 Design, build, and test a learning environment using industry tools and technologies 2.2 Prepare strategies for rapid real-time response, and rapid change 2.3 Model channel interaction options 2.4 Test interaction with target groups 2.5 Learn and adapt rapidly to changing customer expectations and interactions |
3. Create optimised digital channels | 3.1 Ensure channels are established using current industry tools and technologies 3.2 Enable visibility of the customer journey in digital environments 3.3 Utilise tools and technologies for visualisations, dashboards and reports for a unified view across multiple digital platforms |
4. Support channel strategies | 4.1 Work effectively with other experts as part of a multi- disciplinary network 4.2 Enable rapid change to process and interventions to match real-time customer requirements |
5. Evaluate effectiveness of digital impact | 5.1 Collate digital data on customer engagement, conversations and conversions 5.2 Moderate data to identify exceptions from agreed performance 5.3 Document issues and recommendations to improve further digital media optimisation |
Evidence of the ability to:
establish realistic digital channel performance measures
analyse digital media data and offline information to determine engagement characteristics of target audience
identify variation between target and actual performance
create a digital media learning environment
model and test alternative methods and techniques to optimise digital impact
respond rapidly to changing expectations, feedback and technological environment
utilise tools and technologies to monitor digital activity
work effectively as a team member in a rapidly changing environment
use data evaluation methods accurately.
Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.
To complete the unit requirements safely and effectively, the individual must:
list current industry tools and technologies used in digital media channels
explain current industry level performance metrics and measures
compare characteristics of users across alternative digital channels
identify nodes of integration across multiple digital environments.
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing communications field of work and include access to:
relevant legislation and regulations
communications equipment and technology
relevant workplace documentation and resources
case studies, or where possible, real situations
industry software packages and apps (where applicable).
Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.