Assessor Resource

BSBMKG508
Plan direct marketing activities

Assessment tool

Version 1.0
Issue Date: May 2024


This unit describes the skills and knowledge required to plan direct marketing activities and develop marketing plans matching organisational objectives.

It applies to individuals in a marketing management role who are responsible for planning direct marketing activities, including formulating direct marketing plans, and supervising the team implementing the plans. They may work in small, medium or large enterprises across a variety of industries.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)


Evidence Required

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. Develop direct marketing strategies

1.1 Develop customer acquisition strategies for numbers of new customers, cost of recruiting, media options and promotional activities within an overall budget

1.2 Develop customer retention strategies on customer needs and wants, customer buying patterns, opportunities for upselling or crossselling, and customer renewals and reactivations

1.3 Develop customer loyalty strategies addressing relationship marketing objectives and contributing to longterm partnerships

2. Select direct marketing activity

2.1 Analyse changes in market trends to identify and select direct marketing opportunities

2.2 Compare advantages and disadvantages of types of direct marketing activities

2.3 Select most appropriate direct marketing activity

2.4 Match direct marketing activity to business objectives

3. Produce direct marketing plan

3.1 Document direct marketing objectives and purpose

3.2 Analyse previous response data to determine performance gaps and required corrective actions

3.3 Calculate costs of direct marketing activities

3.4 Select methods to report and measure effectiveness of direct marketing activities

3.5 Assign responsibilities to team members for data capture and reporting

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Develop direct marketing strategies

1.1 Develop customer acquisition strategies for numbers of new customers, cost of recruiting, media options and promotional activities within an overall budget

1.2 Develop customer retention strategies on customer needs and wants, customer buying patterns, opportunities for upselling or crossselling, and customer renewals and reactivations

1.3 Develop customer loyalty strategies addressing relationship marketing objectives and contributing to longterm partnerships

2. Select direct marketing activity

2.1 Analyse changes in market trends to identify and select direct marketing opportunities

2.2 Compare advantages and disadvantages of types of direct marketing activities

2.3 Select most appropriate direct marketing activity

2.4 Match direct marketing activity to business objectives

3. Produce direct marketing plan

3.1 Document direct marketing objectives and purpose

3.2 Analyse previous response data to determine performance gaps and required corrective actions

3.3 Calculate costs of direct marketing activities

3.4 Select methods to report and measure effectiveness of direct marketing activities

3.5 Assign responsibilities to team members for data capture and reporting

Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Develop customer acquisition strategies for numbers of new customers, cost of recruiting, media options and promotional activities within an overall budget 
Develop customer retention strategies on customer needs and wants, customer buying patterns, opportunities for upselling or crossselling, and customer renewals and reactivations 
Develop customer loyalty strategies addressing relationship marketing objectives and contributing to longterm partnerships 
Analyse changes in market trends to identify and select direct marketing opportunities 
Compare advantages and disadvantages of types of direct marketing activities 
Select most appropriate direct marketing activity 
Match direct marketing activity to business objectives 
Document direct marketing objectives and purpose 
Analyse previous response data to determine performance gaps and required corrective actions 
Calculate costs of direct marketing activities 
Select methods to report and measure effectiveness of direct marketing activities 
Assign responsibilities to team members for data capture and reporting 
Document direct marketing objectives and purpose 
Analyse previous response data to determine performance gaps and required corrective actions 
Calculate costs of direct marketing activities 
Select methods to report and measure effectiveness of direct marketing activities 
Assign responsibilities to team members for data capture and reporting 

Forms

Assessment Cover Sheet

BSBMKG508 - Plan direct marketing activities
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Assessment Record Sheet

BSBMKG508 - Plan direct marketing activities

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