- BSBMKG402B - Analyse consumer behaviour for specific markets
Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners
BSBMKG402B Mapping and Delivery Guide
Analyse consumer behaviour for specific markets
Version 1.0
Issue Date: June 2024
Qualification | - |
Unit of Competency | BSBMKG402B - Analyse consumer behaviour for specific markets |
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Description | This unit describes the performance outcomes, skills and knowledge required to analyse consumer behaviour to target marketing to specific markets and specific needs.No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement. | ||
Employability Skills | This unit contains employability skills. | ||
Learning Outcomes and Application | This unit applies to individuals working in a marketing team who need to analyse consumer behaviour to examine the factors that impact on decisions to purchase products or services. Having thoroughly analysed consumer attitudes and behaviour, recommendations can be made on marketing strategies to increase consumption of the product or service being marketed.This unit analyses consumer behaviour in greater detail than BSBMKG401B Profile the market, which covers more generic profiling, targeting, and positioning strategy development and planning.This unit is relevant to individuals working within a variety of marketing communications occupational roles including advertising, public relations, direct marketing, promotional marketing or personal selling roles. | ||
Duration and Setting | X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting. |
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Prerequisites/co-requisites | |||
Competency Field | Business Development - Marketing |
Development and validation strategy and guide for assessors and learners | Student Learning Resources | Handouts Activities |
Slides PPT |
Assessment 1 | Assessment 2 | Assessment 3 | Assessment 4 | |
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Elements of Competency | Performance Criteria | |||||||
Element: Confirm product or service market |
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Element: Assess the reasons for existing levels of consumer interest |
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Element: Recommend a focus of appeal for marketing strategies for a product or service |
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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 Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package. | |
Overview of assessment | |
Critical aspects for assessment and evidence required to demonstrate competency in this unit | Evidence of the following is essential: documenting and presenting an analysis of consumer behaviour including recommendations on what marketing strategies should be developed to influence consumers to be more inclined to purchase a product or service knowledge of relevant legislation. |
Context of and specific resources for assessment | Assessment must ensure: access to office equipment and resources access to past marketing performance review documents. |
Method of assessment | A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit: analysis of responses to case studies and scenarios assessment of written reports containing analysis of consumer behaviour and recommendations demonstration of techniques to analyse consumer behaviour direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate observation of presentations of analysis conducted and resulting recommendations oral or written questioning to assess knowledge and understanding review of authenticated documents from the workplace or training environment review of testimony from team members, colleagues, supervisors or managers. |
Guidance information for assessment | Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example: BSBMKG401B Profile the market other marketing units. |
Submission Requirements
List each assessment task's title, type (eg project, observation/demonstration, essay, assignment, 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.
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Required skills |
culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities literacy skills to prepare reports with complex marketing concepts research skills to investigate overall market trends, past product/service performance and consumer behaviour characteristics. |
Required knowledge |
key provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects of business operations such as: anti-discrimination legislation and the principles of equal opportunity, equity, and diversity ethical principles Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice Free TV Australia Commercial Television Industry Code of Practice privacy laws industry and product or service knowledge marketing communication concepts and processes organisational structure, procedures and marketing objectives. |
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included. | |
Information on the market or market segment may include: | customer segments such as: active customers inactive customers former customers demographics existing product usage lifestyle non-customer segments such as: core prospects non-core prospects social and cultural factors values or attitude factors |
Marketing may include: | business-to-consumer marketing business-to-business marketing direct marketing ideas marketing marketing of goods public sector marketing services marketing telemarketing |
Individual influences may include: | attitudes beliefs learning past experience perception personality self-image |
Social influences may include: | culture family background family decision-maker/s social class socioeconomic factors |
Lifestyle influences may include: | aspirations interests leisure activities |
Consumer responses may include: | average order value preferred frequency of contact preferred medium of contact preferred medium of response preferred order size preferred price point for typical purchase preferred range of options within a single offer |
Organisational behaviour may include: | contract buying group decision making modified re-purchase new purchases re-purchase |
Legal and ethical obligations may include: | codes of practice cultural expectations and influences ethical principles relevant legislation policies and guidelines regulations social responsibilities such as: protection of children environmental issues societal expectations |
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 |
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Gather information on the market or market segment for a product or service in accordance with the marketing plan | |||
Identify consumer attributes for the market or market segment from the market profile or existing customer data | |||
Identify and test features of the product or service in accordance with the marketing plan | |||
Investigate consumer need for the product or service through analysis of trends and past performance | |||
Review past marketing or positioning of a product or service in relation to the effectiveness of its focus of appeal | |||
Assess, test and estimate the impact of individual, social and lifestyle influences on consumer behaviour for a product or service | |||
Analyse consumer responses to previous marketing communications | |||
Assess organisational behaviour capability to respond quickly to consumer demand for products or services in accordance with the marketing plan | |||
Ensure marketing strategies address innate and acquired needs of consumers and appeal to the motives that influence decision making | |||
Present a rationale for the focus of appeal that outlines how influences on consumer behaviour will be used to target effective marketing strategies | |||
Ensure the focus of appeal meets legal and ethical obligations and the budgetary requirements of the marketing plan |
Forms
Assessment Cover Sheet
BSBMKG402B - Analyse consumer behaviour for specific markets
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Assessment Record Sheet
BSBMKG402B - Analyse consumer behaviour for specific markets
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