This unit describes the skills and knowledge required to research, prepare and evaluate an organisational e-marketing plan that integrates electronic communications and website marketing to support marketing objectives.
It applies to managers working in advertising, public relations, marketing or promotional roles who plan electronic communications to effectively convey marketing communication messages and support achievement of marketing objectives.
No licensing, legislative or certification requirements apply to this unit at the time of publication.
Performance criteria describe the performance needed to demonstrate achievement of the element.
1.1 In consultation with relevant personnel, determine electronic marketing (e-marketing) purpose and objectives reflecting organisation s strategy, direction and values
1.2 Develop an e-marketing strategy or plan that addresses aims and targets of organisation s existing business or marketing plan, and is consistent with organisational and budgetary requirements
1.3 Develop a value proposition for e-marketing strategy or plan
1.4 Identify, cost and detail e-marketing tools for the organisation and its products and services in the e-marketing strategy or plan
1.5 Identify and incorporate e-marketing approaches, tools and strategies to reach target market and achieve objectives
1.6 Ensure e-marketing strategy or plan includes an action plan, schedule and budget estimates for developing and implementing e-marketing strategies
1.7 Ensure e-marketing strategy or plan includes effectiveness measures and meets legal and ethical requirements
2.1 Evaluate website marketing objectives to ensure they are consistent with e-marketing strategy or plan, and modify if required
2.2 Establish strategies for evaluation of website as a marketing tool
2.3 Evaluate website design according to e-marketing strategy, to ensure the design projects required image of the organisation, and conveys features and benefits of products or services; recommend modifications if required
2.4 Evaluate website data recording, contacts and feedback mechanisms as part of website evaluation
2.5 Develop website marketing strategy in accordance with, and for inclusion in, e-marketing strategy or plan
2.6 Integrate website marketing strategy into overall e-marketing strategy
2.7 Evaluate effectiveness of website marketing strategy
About This Course
Evidence of the ability to:
- develop an e-marketing plan for at least ONE product or service, that meets all legislative and organisational requirements, and contains:
- an action plan
- a schedule
- a monitoring strategy
- evaluation methods.
Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.
To complete the unit requirements safely and effectively, the individual must:
- explain characteristics of a range of electronic marketing tools including:
- associated benefits of use with e-marketing
- challenges with implementation, for example costs, and availability of technology
- provide an overview of key provisions of relevant legislation, that affect marketing operations
- outline foundation principles of marketing communications, consumer behaviour and opportunities for electronic marketing.
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development marketing field of work and include access to:
- office equipment and resources
- relevant organisational strategies and plans
- case studies and, where possible, real situations.
Assessors must satisfy NVR/AQTF assessor requirements.