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.


  1. Prepare electronic marketing strategy or plan
  2. Prepare and evaluate website marketing strategy

Upon successful completion of this unit, you will:

  • 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
    • costings
    • a monitoring strategy
    • evaluation methods

Demonstrate knowledge of:

  • 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
  • key provisions of relevant legislation, that affect marketing operations
  • foundation principles of marketing communications, consumer behaviour and opportunities for electronic marketing

Nominal Hours: 20