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Evidence Guide: BSBMKG412 - Conduct e-marketing communications

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

From the Wiki University

 

BSBMKG412 - Conduct e-marketing communications

What evidence can you provide to prove your understanding of each of the following citeria?

Prepare electronic advertisements

  1. Choose media for electronic advertisements in accordance with the organisation’s marketing (or e-marketing) strategy
  2. Select multiple marketing channels to optimise marketing effort
  3. Ensure copy and design elements communicate desired image, features and benefits of products or services, and suit characteristics of chosen media
  4. Position and size each element of advertisement to achieve balance and focus
  5. Ensure typeface selections suit product, chosen media and central message of advertisement, and that layout achieves balance in its elements including white space and margins
  6. Ensure any added sound, animation or graphics enhance content of advertisements and do not distract from message
  7. Ensure advertisements meet requirements of marketing strategy as well as legal and ethical requirements
Choose media for electronic advertisements in accordance with the organisation’s marketing (or e-marketing) strategy

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select multiple marketing channels to optimise marketing effort

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure copy and design elements communicate desired image, features and benefits of products or services, and suit characteristics of chosen media

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Position and size each element of advertisement to achieve balance and focus

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure typeface selections suit product, chosen media and central message of advertisement, and that layout achieves balance in its elements including white space and margins

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure any added sound, animation or graphics enhance content of advertisements and do not distract from message

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure advertisements meet requirements of marketing strategy as well as legal and ethical requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Use business website as e-marketing tool

  1. Identify website marketing objectives in organisation’s marketing (or e-marketing) strategy and plan
  2. Ensure website design meets objectives and conveys required image of the business and features and benefits of its products or services
  3. Ensure website content, site map, navigation buttons, frames and multiple pages are in accordance with marketing strategy and plan
  4. Ensure website incorporates data recording, contacts and feedback mechanisms to allow evaluation of website as a marketing tool
Identify website marketing objectives in organisation’s marketing (or e-marketing) strategy and plan

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure website design meets objectives and conveys required image of the business and features and benefits of its products or services

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure website content, site map, navigation buttons, frames and multiple pages are in accordance with marketing strategy and plan

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure website incorporates data recording, contacts and feedback mechanisms to allow evaluation of website as a marketing tool

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Use e-marketing

  1. Identify required media vehicles and website hotlinks for electronic advertisements, and negotiate contracts for website development where necessary to meet requirements of the marketing strategy, budget and legal and ethical requirements
  2. Promote marketing channels to identified target market segments
  3. Place or disseminate electronic advertisements in accordance with marketing strategy, media contracts, and legal and ethical requirements
Identify required media vehicles and website hotlinks for electronic advertisements, and negotiate contracts for website development where necessary to meet requirements of the marketing strategy, budget and legal and ethical requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Promote marketing channels to identified target market segments

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Place or disseminate electronic advertisements in accordance with marketing strategy, media contracts, and legal and ethical requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Monitor and evaluate results of e-marketing

  1. Monitor transmission of electronic advertisements or other e-marketing products and rectify any errors or omissions
  2. Develop measures of effectiveness for e-marketing advertisements and monitor effectiveness
  3. Evaluate effectiveness of e-marketing advertisements against measures of effectiveness and record outcomes in accordance with organisational requirements
  4. Use outcomes of evaluation activities and other feedback from marketing channels to plan for improvements to e-marketing strategies and products
Monitor transmission of electronic advertisements or other e-marketing products and rectify any errors or omissions

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop measures of effectiveness for e-marketing advertisements and monitor effectiveness

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate effectiveness of e-marketing advertisements against measures of effectiveness and record outcomes in accordance with organisational requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Use outcomes of evaluation activities and other feedback from marketing channels to plan for improvements to e-marketing strategies and products

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

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

1. Prepare electronic advertisements

1.1 Choose media for electronic advertisements in accordance with the organisation’s marketing (or e-marketing) strategy

1.2 Select multiple marketing channels to optimise marketing effort

1.3 Ensure copy and design elements communicate desired image, features and benefits of products or services, and suit characteristics of chosen media

1.4 Position and size each element of advertisement to achieve balance and focus

1.5 Ensure typeface selections suit product, chosen media and central message of advertisement, and that layout achieves balance in its elements including white space and margins

1.6 Ensure any added sound, animation or graphics enhance content of advertisements and do not distract from message

1.7 Ensure advertisements meet requirements of marketing strategy as well as legal and ethical requirements

2. Use business website as e-marketing tool

2.1 Identify website marketing objectives in organisation’s marketing (or e-marketing) strategy and plan

2.2 Ensure website design meets objectives and conveys required image of the business and features and benefits of its products or services

2.3 Ensure website content, site map, navigation buttons, frames and multiple pages are in accordance with marketing strategy and plan

2.4 Ensure website incorporates data recording, contacts and feedback mechanisms to allow evaluation of website as a marketing tool

3. Use e-marketing

3.1 Identify required media vehicles and website hotlinks for electronic advertisements, and negotiate contracts for website development where necessary to meet requirements of the marketing strategy, budget and legal and ethical requirements

3.2 Promote marketing channels to identified target market segments

3.3 Place or disseminate electronic advertisements in accordance with marketing strategy, media contracts, and legal and ethical requirements

4. Monitor and evaluate results of e-marketing

4.1 Monitor transmission of electronic advertisements or other e-marketing products and rectify any errors or omissions

4.2 Develop measures of effectiveness for e-marketing advertisements and monitor effectiveness

4.3 Evaluate effectiveness of e-marketing advertisements against measures of effectiveness and record outcomes in accordance with organisational requirements

4.4 Use outcomes of evaluation activities and other feedback from marketing channels to plan for improvements to e-marketing strategies and products

Required Skills and Knowledge

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

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

1. Prepare electronic advertisements

1.1 Choose media for electronic advertisements in accordance with the organisation’s marketing (or e-marketing) strategy

1.2 Select multiple marketing channels to optimise marketing effort

1.3 Ensure copy and design elements communicate desired image, features and benefits of products or services, and suit characteristics of chosen media

1.4 Position and size each element of advertisement to achieve balance and focus

1.5 Ensure typeface selections suit product, chosen media and central message of advertisement, and that layout achieves balance in its elements including white space and margins

1.6 Ensure any added sound, animation or graphics enhance content of advertisements and do not distract from message

1.7 Ensure advertisements meet requirements of marketing strategy as well as legal and ethical requirements

2. Use business website as e-marketing tool

2.1 Identify website marketing objectives in organisation’s marketing (or e-marketing) strategy and plan

2.2 Ensure website design meets objectives and conveys required image of the business and features and benefits of its products or services

2.3 Ensure website content, site map, navigation buttons, frames and multiple pages are in accordance with marketing strategy and plan

2.4 Ensure website incorporates data recording, contacts and feedback mechanisms to allow evaluation of website as a marketing tool

3. Use e-marketing

3.1 Identify required media vehicles and website hotlinks for electronic advertisements, and negotiate contracts for website development where necessary to meet requirements of the marketing strategy, budget and legal and ethical requirements

3.2 Promote marketing channels to identified target market segments

3.3 Place or disseminate electronic advertisements in accordance with marketing strategy, media contracts, and legal and ethical requirements

4. Monitor and evaluate results of e-marketing

4.1 Monitor transmission of electronic advertisements or other e-marketing products and rectify any errors or omissions

4.2 Develop measures of effectiveness for e-marketing advertisements and monitor effectiveness

4.3 Evaluate effectiveness of e-marketing advertisements against measures of effectiveness and record outcomes in accordance with organisational requirements

4.4 Use outcomes of evaluation activities and other feedback from marketing channels to plan for improvements to e-marketing strategies and products