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

Skill

Performance Criteria

Description

Reading

1.1-1.5, 2.1, 2.2, 2.4-2.6

Identifies and evaluates complex data to determine business requirements

Writing

2.3, 2.5, 2.6, 3.1-3.3

Prepares detailed communication strategy and related workplace documentation using clear and comprehensive terminology to convey explicit information, requirements and recommendations

Oral Communication

2.3, 3.3

Articulates strategies and presents reports clearly using language and non-verbal features suitable to audience

Uses listening and questioning to confirm understanding

Numeracy

1.5, 2.1, 2.4, 2.6

Uses mathematical skills to analyse data, evaluate cost-efficacy of business activities and select appropriate metrics

Navigate the world of work

1.2, 1.3

Monitors adherence to organisational policies and objectives and considers own role for its contribution to broader goals of work environment

Interact with others

2.3, 2.6, 3.1, 3.3

Recognises importance of taking audience, purpose and contextual factors into account when making decisions about what to communicate with whom, why and how

Get the work done

1.1, 1.3-1.5, 2.1, 2.2, 2.5, 2.6, 3.1, 3.2

Develops plans to design and implement strategy to measure marketing effectiveness using organisational skills to complete tasks with an awareness of how they may contribute to longer-term operational and strategic goals

In more complex, non-routine situations, uses formal decision-making processes, setting or clarifying goals, gathering information and identifying and evaluating several choices against a set of criteria

When dealing with complex issues, identifies cause of problem, and uses analytical processes to generate possible solutions

Uses a range of digitally based technology and applications to access and filter data, and to extract, organise, integrate and share relevant information