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Evidence Guide: BSBMKG522 - Plan measurement of marketing effectiveness

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

 

BSBMKG522 - Plan measurement of marketing effectiveness

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

Identify and analyse measurement of marketing effectiveness

  1. Research a range of metrics available to identify effectiveness of marketing processes and functions
  2. Identify marketing metrics used by the organisation in each key marketing operation
  3. Identify how existing marketing metrics link to organisational strategy and objectives, and opportunities to improve the links
  4. Analyse effectiveness of current and possible future marketing metrics
  5. Identify issues with using marketing metrics within the organisation
Research a range of metrics available to identify effectiveness of marketing processes and functions

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse effectiveness of current and possible future marketing metrics

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify issues with using marketing metrics within the organisation

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop strategy to measure marketing effectiveness

  1. Identify the organisation’s criteria for selecting manageable and cost-effective metrics
  2. Identify the organisation’s objectives for measurement and evaluation of marketing effectiveness
  3. Recommend methods of measuring marketing performance for each marketing process or function tailored to the organisation’s brand or unique positioning
  4. Contribute to calculation of costs of gathering and analysing data
  5. Plan and document implementation strategy for measuring and analysing marketing performance
  6. Contribute to development of specific, relevant metrics
Identify the organisation’s criteria for selecting manageable and cost-effective metrics

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Contribute to calculation of costs of gathering and analysing data

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Plan and document implementation strategy for measuring and analysing marketing performance

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Contribute to development of specific, relevant metrics

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Promote strategy to measure marketing effectiveness

  1. Plan promotion of validity, value and efficacy of marketing metrics to key stakeholders using appropriate format
  2. Design an internal marketing communications strategy so marketing and other relevant personnel fully understand their role in measuring marketing effectiveness
  3. Report on implementation and outcome issues
Plan promotion of validity, value and efficacy of marketing metrics to key stakeholders using appropriate format

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Report on implementation and outcome issues

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. 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

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. 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