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Evidence Guide: BSBMKG611 - Manage 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

 

BSBMKG611 - Manage measurement of marketing effectiveness

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

Prepare for implementation of strategy to measure marketing effectiveness

  1. Review current marketing strategies and marketing plans, and research range of metrics available to measure effectiveness of relevant marketing processes and functions
  2. Analyse effectiveness of current marketing metrics used by the organisation in each key marketing operation
  3. Critically analyse how existing marketing metrics link to strategy, and opportunities to improve links
  4. Plan to address any issues with use of marketing metrics within the organisation
  5. Design criteria for retaining existing marketing metrics, and for selecting new manageable and cost-effective metrics
  6. Gain approval for design or redesign of strategy from senior management
Review current marketing strategies and marketing plans, and research range of metrics available to measure effectiveness of relevant marketing processes and functions

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse effectiveness of current marketing metrics used by the organisation in each key marketing operation

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Critically analyse how existing marketing metrics link to strategy, and opportunities to improve links

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Plan to address any issues with use of marketing metrics within the organisation

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Design criteria for retaining existing marketing metrics, and for selecting new manageable and cost-effective metrics

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Gain approval for design or redesign of strategy from senior management

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Design strategy to measure marketing effectiveness

  1. Set objectives for measurement and evaluation of marketing effectiveness
  2. Select methods to measure marketing performance for each marketing process or function, tailored to the organisation’s brand or unique positioning
  3. Calculate costs of gathering and analysing data with assistance of relevant financial experts
  4. Design and record implementation strategy for measuring and analysing marketing performance, or make recommendations for improving current strategy
Set objectives for measurement and evaluation of marketing effectiveness

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select methods to measure marketing performance for each marketing process or function, tailored to the organisation’s brand or unique positioning

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Calculate costs of gathering and analysing data with assistance of relevant financial experts

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Design and record implementation strategy for measuring and analysing marketing performance, or make recommendations for improving current strategy

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Manage, implement and evaluate strategy to measure marketing effectiveness

  1. Design and implement appropriate communication and training strategy, so marketing and other relevant personnel fully understand their role in measuring marketing effectiveness
  2. Supervise design and implementation of specific metrics
  3. Plan and monitor work activity to ensure adherence to strategy for measurement of marketing effectiveness
  4. Design process to review and evaluate marketing metrics on a regular basis, and if organisational strategy changes
Design and implement appropriate communication and training strategy, so marketing and other relevant personnel fully understand their role in measuring marketing effectiveness

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Supervise design and implementation of specific metrics

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Plan and monitor work activity to ensure adherence to strategy for measurement of marketing effectiveness

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Design process to review and evaluate marketing metrics on a regular basis, and if organisational strategy changes

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 for implementation of strategy to measure marketing effectiveness

1.1 Review current marketing strategies and marketing plans, and research range of metrics available to measure effectiveness of relevant marketing processes and functions

1.2 Analyse effectiveness of current marketing metrics used by the organisation in each key marketing operation

1.3 Critically analyse how existing marketing metrics link to strategy, and opportunities to improve links

1.4 Plan to address any issues with use of marketing metrics within the organisation

1.5 Design criteria for retaining existing marketing metrics, and for selecting new manageable and cost-effective metrics

1.6 Gain approval for design or redesign of strategy from senior management

2. Design strategy to measure marketing effectiveness

2.1 Set objectives for measurement and evaluation of marketing effectiveness

2.2 Select methods to measure marketing performance for each marketing process or function, tailored to the organisation’s brand or unique positioning

2.3 Calculate costs of gathering and analysing data with assistance of relevant financial experts

2.4 Design and record implementation strategy for measuring and analysing marketing performance, or make recommendations for improving current strategy

3. Manage, implement and evaluate strategy to measure marketing effectiveness

3.1 Design and implement appropriate communication and training strategy, so marketing and other relevant personnel fully understand their role in measuring marketing effectiveness

3.2 Supervise design and implementation of specific metrics

3.3 Plan and monitor work activity to ensure adherence to strategy for measurement of marketing effectiveness

3.4 Design process to review and evaluate marketing metrics on a regular basis, and if organisational strategy changes

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 for implementation of strategy to measure marketing effectiveness

1.1 Review current marketing strategies and marketing plans, and research range of metrics available to measure effectiveness of relevant marketing processes and functions

1.2 Analyse effectiveness of current marketing metrics used by the organisation in each key marketing operation

1.3 Critically analyse how existing marketing metrics link to strategy, and opportunities to improve links

1.4 Plan to address any issues with use of marketing metrics within the organisation

1.5 Design criteria for retaining existing marketing metrics, and for selecting new manageable and cost-effective metrics

1.6 Gain approval for design or redesign of strategy from senior management

2. Design strategy to measure marketing effectiveness

2.1 Set objectives for measurement and evaluation of marketing effectiveness

2.2 Select methods to measure marketing performance for each marketing process or function, tailored to the organisation’s brand or unique positioning

2.3 Calculate costs of gathering and analysing data with assistance of relevant financial experts

2.4 Design and record implementation strategy for measuring and analysing marketing performance, or make recommendations for improving current strategy

3. Manage, implement and evaluate strategy to measure marketing effectiveness

3.1 Design and implement appropriate communication and training strategy, so marketing and other relevant personnel fully understand their role in measuring marketing effectiveness

3.2 Supervise design and implementation of specific metrics

3.3 Plan and monitor work activity to ensure adherence to strategy for measurement of marketing effectiveness

3.4 Design process to review and evaluate marketing metrics on a regular basis, and if organisational strategy changes