Assessor Resource

BSBMKG435
Analyse consumer behaviour

Assessment tool

Version 1.0
Issue Date: May 2024


This unit describes the skills and knowledge required to analyse consumer behaviour for markets and specific needs.

The unit applies to individuals who need to analyse consumer behaviour to examine factors that impact on decisions to purchase products or services. They conduct a thorough analysis of consumer attitudes and behaviour and make recommendations on marketing strategies to increase consumption of the product or service being marketed.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)


Evidence Required

List the assessment methods to be used and the context and resources required for assessment. Copy and paste the relevant sections from the evidence guide below and then re-write these in plain English.

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:

analyse the behaviour of two different consumer types.

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:

industry, product and service knowledge for analysis of consumer behaviour

marketing communication concepts and processes

current digital channels relevant to the business and consumer

objectives of marketing strategy including:

addressing innate and acquired needs of consumers

appealing to motives that influence decision-making

organisational structures, procedures and marketing objectives.

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 relevant to business consumer behaviour

workplace documentation and resources relevant to consumer behaviour analysis

software and technology for consumer behaviour analysis.

Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, checklist) and due date here

Assessment task 1: [title]      Due date:

(add new lines for each of the assessment tasks)

Assessment Tasks

Copy and paste from the following data to produce each assessment task. Write these in plain English and spell out how, when and where the task is to be carried out, under what conditions, and what resources are needed. Include guidelines about how well the candidate has to perform a task for it to be judged satisfactory.

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:

analyse the behaviour of two different consumer types.

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:

industry, product and service knowledge for analysis of consumer behaviour

marketing communication concepts and processes

current digital channels relevant to the business and consumer

objectives of marketing strategy including:

addressing innate and acquired needs of consumers

appealing to motives that influence decision-making

organisational structures, procedures and marketing objectives.

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 relevant to business consumer behaviour

workplace documentation and resources relevant to consumer behaviour analysis

software and technology for consumer behaviour analysis.

Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.
Copy and paste from the following performance criteria to create an observation checklist for each task. When you have finished writing your assessment tool every one of these must have been addressed, preferably several times in a variety of contexts. To ensure this occurs download the assessment matrix for the unit; enter each assessment task as a column header and place check marks against each performance criteria that task addresses.

Observation Checklist

Tasks to be observed according to workplace/college/TAFE policy and procedures, relevant legislation and Codes of Practice Yes No Comments/feedback
Source information on market for a product or service according to marketing plan 
Identify consumer attributes for market from market profile and existing customer data 
Identify and compare features of product or service according to marketing plan 
Investigate consumer need for the product or service through analysis of trends and past performance, where possible 
Analyse consumer responses to previous marketing communications 
Review relevant data and determine consumer digital footprints, engagement journeys and expectations 
Assess organisational capability and respond to consumer demand for products or services 
Outline how influences on consumer behaviour will be used to target effective marketing strategies and present a rationale for marketing focus 
Clarify the role of the consumer in the digital marketing environment and model engagement conversations and interventions 
Confirm focus of appeal meets legal and ethical obligations and budgetary requirements of marketing plan 

Forms

Assessment Cover Sheet

BSBMKG435 - Analyse consumer behaviour
Assessment task 1: [title]

Student name:

Student ID:

I declare that the assessment tasks submitted for this unit are my own work.

Student signature:

Result: Competent Not yet competent

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Assessor name:

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Assessment Record Sheet

BSBMKG435 - Analyse consumer behaviour

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

Assessor name:

Signature:

Date:

Student signature:

Date: