Application

This unit describes the skills and knowledge required to create and optimise digital media impact for application within the context of marketing communications.
The unit applies to individuals working in a variety of marketing communications roles who have responsibility for developing and implementing client solutions within the digital communications space. Individuals may work individually or as part of a multidisciplinary team.
No licensing, legislative or certification requirements apply to this unit at the time of publication.

What You'll Learn

Assessment Requirements

Performance Evidence

The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:
• create and optimise at least two different digital media.
In the course of the above, the candidate must:
• establish digital channel performance measures
• analyse digital media data and offline information and determine engagement characteristics of target audience
• identify variation between target and actual performance
• model and test alternative methods and techniques to optimise digital impact
• respond to changing expectations, feedback and technological environment
• use tools and technologies to monitor digital activity
• use data evaluation methods.

Knowledge Evidence

The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:
• current industry tools and technologies used in digital media channels
• types of digital deliverables, including:
• visualisations
• dashboards
• industry level performance metrics and measures
• characteristics of users across alternative digital channels
• nodes of integration across multiple digital environments.

Assessment Conditions

Skills in this unit must be demonstrated in a workplace or simulated environment where the conditions are typical of those in a working environment in this industry.
This includes access to:
• legislation and regulations for digital media
• communications equipment and technology required for task
• workplace documentation and resources relevant to digital media
• industry software packages and apps according to task requirements.
Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.

Foundation Skills

• {'skill': 'Reading', 'description': 'Identifies and interprets textual information to establish current industry and project status from relevant information'}
• {'skill': 'Writing', 'description': 'Researches, plans and prepares documentation using format and language appropriate to context, organisational requirements and audience'}
• {'skill': 'Oral Communication', 'description': 'Presents information and seeks advice using language appropriate to audience'}
• {'skill': 'Numeracy', 'description': 'Identifies and interprets data from a range of sources; Uses modelling capacity and data analysis to establish and test systems, monitor results and make adjustments'}
• {'skill': 'Teamwork', 'description': 'Selects and uses appropriate conventions and protocols when communicating with internal and external parties to seek or share information; Works effectively with other experts as part of a multi- disciplinary network to achieve desired outcomes for organisation and clients'}
• {'skill': 'Planning and organising', 'description': 'Plans and organises data categories, tasks and workloads; Uses testing to identify and solve routine and non-routine problems; Sequences and schedules complex activities, monitors implementation, and manages relevant communication'}
• {'skill': 'Technology', 'description': 'Uses and manipulates digital technology to create, extend and enhance job role, products and capacity to deliver optimised digital media; Uses tools and technologies for visualisations, dashboards and reports for a unified view across multiple digital platforms; Identifies and responds to rapidly changing expectations within digital sphere'}

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