Modification History
Not applicable.
Unit Descriptor
Unit descriptor |
This unit describes the performance outcomes, skills and knowledge required to profile a target market or market segments in accordance with a marketing plan and to develop market positioning strategies. No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement. |
Application of the Unit
Application of the unit |
This unit applies to individuals working in a marketing team who are responsible for segmenting a target market to review alignment with organisational marketing objectives. This involves identifying viable market segments and profiling target consumers, and then defining the target market in more detail and developing strategies to position products and services. This unit is relevant to individuals working in a variety of marketing communications occupational roles, including advertising, direct marketing, promotional marketing, personal selling and public relations. |
Licensing/Regulatory Information
Not applicable.
Pre-Requisites
Prerequisite units |
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Employability Skills Information
Employability skills |
This unit contains employability skills. |
Elements and Performance Criteria Pre-Content
Elements describe the essential outcomes of a unit of competency. |
Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide. |
Elements and Performance Criteria
ELEMENT |
PERFORMANCE CRITERIA |
1. Segment the market |
1.1. Identify criteria for use in segmenting the market in accordance with the marketing plan 1.2. Identify and access sources of information for segmenting and profiling markets in accordance with the marketing plan 1.3. Segment the market in accordance with identified criteria 1.4. Review market segments for their usefulness in terms of factors such as their size , potential , distinctive needs , easy identification of members or distinctive media use patterns 1.5. Select market segments to meet marketing objectives, and choose and apply new segmentation criteria if required |
2. Identify the target market |
2.1. Evaluate approaches to determining and describing the total market for a product or service 2.2. Define the target market in terms of the consumers to be included as prospective users of a product or service, and the selected market segments 2.3. Use segment descriptors to describe the target market 2.4. Identify available strategic marketing options and select targeting strategies that best meet the requirements of the marketing plan |
3. Profile the target audience |
3.1. Describe the total market and selected market segments in the form of a consumer profile 3.2. Identify consumer characteristics in standard statistical terms and/or the descriptive terms used in media selection in the consumer profile 3.3. Use demographic and/or psychographic descriptions in the consumer profile in accordance with the requirements of the marketing plan 3.4. Describe consumer attitudes to products or services being offered 3.5. Ensure profile meets organisational requirements in terms of language, format, content and level of detail |
4. Develop a positioning strategy |
4.1. Identify available positioning strategies and choose a strategy to meet marketing requirements and consumer profile 4.2. Write a positioning implementation plan containing several options, in accordance with organisational requirements 4.3. Submit plan to supervisor within specified time lines and make appropriate adjustments based on feedback |
Required Skills and Knowledge
REQUIRED SKILLS AND KNOWLEDGE |
This section describes the skills and knowledge required for this unit. |
Required skills |
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Required knowledge |
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Evidence Guide
EVIDENCE GUIDE |
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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. |
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Overview of assessment |
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Critical aspects for assessment and evidence required to demonstrate competency in this unit |
Evidence of the following is essential:
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Context of and specific resources for assessment |
Assessment must ensure:
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Method of assessment |
A range of assessment methods should be used to assess practical skills and knowledge. The following assessment methods are appropriate for this unit:
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Guidance information for assessment |
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
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Range Statement
RANGE STATEMENT |
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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. |
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Criteria may include: |
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Sources of information for segmenting and profiling markets may include: |
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Usefulness in terms of size may include: |
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Potential may include: |
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Distinctive needs may include: |
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Easy identification of members may include: |
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Distinctive media use patterns may include: |
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Selection of market segments may be contingent upon: |
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Approaches may include: |
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Prospective users may include: |
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Segment descriptors may include: |
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Strategic marketing options may include: |
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Targeting strategies may include: |
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Standard statistical terms may include: |
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Demographic descriptions may include: |
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Psychographic descriptions may include: |
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Positioning strategies may include: |
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Marketing requirements may include: |
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Unit Sector(s)
Unit sector |
Competency field
Competency field |
Business Development - Marketing |
Co-requisite units
Co-requisite units |
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