BSBMKG508A Plan direct marketing activities Revision Number: 1
BSBMKG508A Plan direct marketing activities
Date this document was generated: 27 May 2012
BSBMKG508A Plan direct marketing activities
Modification History
Not applicable.
Unit Descriptor
Unit descriptor
This unit describes the performance outcomes, skills and knowledge required to plan direct marketing activities that match organisational objectives.
No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.
Application of the Unit
Application of the unit
This unit applies to individuals in a marketing management role who are responsible for planning direct marketing activities, including formulating direct marketing plans. They may work in small, medium or large enterprises across a variety of industries.
People in this role develop the direct marketing plans and would usually supervise a team who would have the task of implementing the plans.
Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide.
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Innovation and Business Skills Australia
BSBMKG508A Plan direct marketing activities
Date this document was generated: 27 May 2012
Elements and Performance Criteria
ELEMENT
PERFORMANCE CRITERIA
1. Develop direct marketing strategies
1.1. Develop customer acquisition strategies which include objectives related to numbers of new customers, cost of recruiting, media options and promotional activities within an overall budget
1.2. Develop customer retention strategies that relate to customer needs and wants, customer buying patterns, opportunities for up-selling or cross-selling, and customer renewals and reactivations
1.3. Develop customer loyalty strategies that address relationship marketing objectives and contribute to long-term 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 activity
2.3. Select most appropriate direct marketing activity
2.4. Match direct marketing activity to business objectives 3. Produce a 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 capturing and reporting
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Innovation and Business Skills Australia
BSBMKG508A Plan direct marketing activities
Date this document was generated: 27 May 2012
Required Skills and Knowledge
REQUIRED SKILLS AND KNOWLEDGE
This section describes the skills and knowledge required for this unit.
Required skills
creativity and innovation skills to identify new direct marketing opportunities based on changing market trends culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities literacy skills to write reports with complex concepts and ideas numeracy skills to set
