Assessor Resource

BSBMKG522
Plan measurement of marketing effectiveness

Assessment tool

Version 1.0
Issue Date: May 2024


This unit describes the skills and knowledge required to identify, plan and promote a strategy to measure effectiveness of marketing activities using a range of marketing metrics.

It applies to individuals working in a marketing operations or supervisory role within a marketing team responsible for using and reporting measurements of marketing effectiveness. They may work in small, medium or large enterprises and in 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. Identify and analyse measurement of marketing effectiveness

1.1 Research a range of metrics available to identify effectiveness of marketing processes and functions

1.2 Identify marketing metrics used by the organisation in each key marketing operation

1.3 Identify how existing marketing metrics link to organisational strategy and objectives, and opportunities to improve the links

1.4 Analyse effectiveness of current and possible future marketing metrics

1.5 Identify issues with using marketing metrics within the organisation

2. Develop strategy to measure marketing effectiveness

2.1 Identify the organisation’s criteria for selecting manageable and cost-effective metrics

2.2 Identify the organisation’s objectives for measurement and evaluation of marketing effectiveness

2.3 Recommend methods of measuring marketing performance for each marketing process or function tailored to the organisation’s brand or unique positioning

2.4 Contribute to calculation of costs of gathering and analysing data

2.5 Plan and document implementation strategy for measuring and analysing marketing performance

2.6 Contribute to development of specific, relevant metrics

3. Promote strategy to measure marketing effectiveness

3.1 Plan promotion of validity, value and efficacy of marketing metrics to key stakeholders using appropriate format

3.2 Design an internal marketing communications strategy so marketing and other relevant personnel fully understand their role in measuring marketing effectiveness

3.3 Report on implementation and outcome issues

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. Identify and analyse measurement of marketing effectiveness

1.1 Research a range of metrics available to identify effectiveness of marketing processes and functions

1.2 Identify marketing metrics used by the organisation in each key marketing operation

1.3 Identify how existing marketing metrics link to organisational strategy and objectives, and opportunities to improve the links

1.4 Analyse effectiveness of current and possible future marketing metrics

1.5 Identify issues with using marketing metrics within the organisation

2. Develop strategy to measure marketing effectiveness

2.1 Identify the organisation’s criteria for selecting manageable and cost-effective metrics

2.2 Identify the organisation’s objectives for measurement and evaluation of marketing effectiveness

2.3 Recommend methods of measuring marketing performance for each marketing process or function tailored to the organisation’s brand or unique positioning

2.4 Contribute to calculation of costs of gathering and analysing data

2.5 Plan and document implementation strategy for measuring and analysing marketing performance

2.6 Contribute to development of specific, relevant metrics

3. Promote strategy to measure marketing effectiveness

3.1 Plan promotion of validity, value and efficacy of marketing metrics to key stakeholders using appropriate format

3.2 Design an internal marketing communications strategy so marketing and other relevant personnel fully understand their role in measuring marketing effectiveness

3.3 Report on implementation and outcome issues

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
Research a range of metrics available to identify effectiveness of marketing processes and functions 
Identify marketing metrics used by the organisation in each key marketing operation 
Identify how existing marketing metrics link to organisational strategy and objectives, and opportunities to improve the links 
Analyse effectiveness of current and possible future marketing metrics 
Identify issues with using marketing metrics within the organisation 
Identify the organisation’s criteria for selecting manageable and cost-effective metrics 
Identify the organisation’s objectives for measurement and evaluation of marketing effectiveness 
Recommend methods of measuring marketing performance for each marketing process or function tailored to the organisation’s brand or unique positioning 
Contribute to calculation of costs of gathering and analysing data 
Plan and document implementation strategy for measuring and analysing marketing performance 
Contribute to development of specific, relevant metrics 
Plan promotion of validity, value and efficacy of marketing metrics to key stakeholders using appropriate format 
Design an internal marketing communications strategy so marketing and other relevant personnel fully understand their role in measuring marketing effectiveness 
Report on implementation and outcome issues 

Forms

Assessment Cover Sheet

BSBMKG522 - Plan measurement of marketing effectiveness
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Assessment Record Sheet

BSBMKG522 - Plan measurement of marketing effectiveness

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