Required skills

culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities

information management skills to record collate and transfer test results

numeracy skills to interpret and analyse statistical information

research and data collection skills to design and analyse tests of direct marketing offer components and direct marketing activities

technology skills to use a range of office equipment and computers and to use a range of statistical software applications including databases spreadsheets and specialist statistical programs relevant to marketing

Required knowledge

overview of key provisions of relevant legislation from all forms of government codes of practice and national standards that may affect aspects of business operations such as

Australian Direct Marketing Association ADMA Direct Marketing Code of Conduct and Do Not Mail and Do Not Callservice register

Australian Direct Marketing Association (ADMA) Direct Marketing Code of Conduct and 'Do Not Mail' and 'Do Not Call'service register

Free TV Australia Commercial Television Industry Code of Practice

privacy laws

sweepstakes regulations

Trade Practices Act

marketing communication concepts and processes

media options

statistical methods tests and techniques for measurement and analysis

software applications used in direct marketing

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

isolating and selecting a direct response offer component to be tested

creating and testing a range of hypotheses

conducting and rerunning tests on offer components until a satisfactory outcome has been reached

knowledge of relevant legislation

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

analysis of responses to case studies and scenarios

assessment of written reports on testing activities

direct questioning combined with review of portfolios of evidence and third party workplace reports of onthejob performance by the candidate

observation of presentations of testing results

oral or written questioning to assess knowledge of statistical techniques

review of test design

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector workplace and job role is recommended for example

other marketing units

Testable components may include:

Appropriate testing methods may include:

Media may include:

Media components may include:

Appropriate testing actions may include those for: