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Evidence Guide: BSBMKG508 - Plan direct marketing activities

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!

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BSBMKG508 - Plan direct marketing activities

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

Develop direct marketing strategies

  1. Develop customer acquisition strategies for numbers of new customers, cost of recruiting, media options and promotional activities within an overall budget
  2. Develop customer retention strategies on customer needs and wants, customer buying patterns, opportunities for upselling or crossselling, and customer renewals and reactivations
  3. Develop customer loyalty strategies addressing relationship marketing objectives and contributing to longterm partnerships
Develop customer acquisition strategies for numbers of new customers, cost of recruiting, media options and promotional activities within an overall budget

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select direct marketing activity

  1. Analyse changes in market trends to identify and select direct marketing opportunities
  2. Compare advantages and disadvantages of types of direct marketing activities
  3. Select most appropriate direct marketing activity
  4. Match direct marketing activity to business objectives
Analyse changes in market trends to identify and select direct marketing opportunities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Compare advantages and disadvantages of types of direct marketing activities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select most appropriate direct marketing activity

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Match direct marketing activity to business objectives

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

3. Produce direct marketing plan

  1. Document direct marketing objectives and purpose
  2. Analyse previous response data to determine performance gaps and required corrective actions
  3. Calculate costs of direct marketing activities
  4. Select methods to report and measure effectiveness of direct marketing activities
  5. Assign responsibilities to team members for data capture and reporting
Document direct marketing objectives and purpose

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Calculate costs of direct marketing activities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select methods to report and measure effectiveness of direct marketing activities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assign responsibilities to team members for data capture and reporting

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Produce direct marketing plan

  1. Document direct marketing objectives and purpose
  2. Analyse previous response data to determine performance gaps and required corrective actions
  3. Calculate costs of direct marketing activities
  4. Select methods to report and measure effectiveness of direct marketing activities
  5. Assign responsibilities to team members for data capture and reporting
Document direct marketing objectives and purpose

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Calculate costs of direct marketing activities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select methods to report and measure effectiveness of direct marketing activities

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assign responsibilities to team members for data capture and reporting

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. 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

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. 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