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Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

1. Evaluate drivers of consumer behaviour
   • 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
2. Evaluate reasons for existing levels of consumer interest
   • 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
3. Recommend marketing focus
   • 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

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:

analyse the behaviour of two different consumer types.

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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:

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.

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