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Evidence Guide: BSBMKG435 - Analyse consumer behaviour

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

From the Wiki University

 

BSBMKG435 - Analyse consumer behaviour

What evidence can you provide to prove your understanding of each of the following citeria?

Evaluate drivers of consumer behaviour

  1. Source information on market for a product or service according to marketing plan
  2. Identify consumer attributes for market from market profile and existing customer data
  3. Identify and compare features of product or service according to marketing plan
  4. Investigate consumer need for the product or service through analysis of trends and past performance, where possible
Source information on market for a product or service according to marketing plan

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify consumer attributes for market from market profile and existing customer data

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify and compare features of product or service according to marketing plan

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Investigate consumer need for the product or service through analysis of trends and past performance, where possible

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Evaluate reasons for existing levels of consumer interest

  1. Analyse consumer responses to previous marketing communications
  2. Review relevant data and determine consumer digital footprints, engagement journeys and expectations
  3. Assess organisational capability and respond to consumer demand for products or services
Analyse consumer responses to previous marketing communications

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Review relevant data and determine consumer digital footprints, engagement journeys and expectations

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess organisational capability and respond to consumer demand for products or services

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Recommend marketing focus

  1. Outline how influences on consumer behaviour will be used to target effective marketing strategies and present a rationale for marketing focus
  2. Clarify the role of the consumer in the digital marketing environment and model engagement conversations and interventions
  3. Confirm focus of appeal meets legal and ethical obligations and budgetary requirements of marketing plan
Outline how influences on consumer behaviour will be used to target effective marketing strategies and present a rationale for marketing focus

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Clarify the role of the consumer in the digital marketing environment and model engagement conversations and interventions

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Confirm focus of appeal meets legal and ethical obligations and budgetary requirements of marketing plan

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Required Skills and Knowledge

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.