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Unit of competency details

BSBMKG402 - Analyse consumer behaviour for specific markets (Release 1)

Summary

Usage recommendation:
Superseded
Mapping:
MappingNotesDate
Supersedes and is equivalent to BSBMKG402B - Analyse consumer behaviour for specific marketsUpdated to meet Standards for Training Packages 24/Mar/2015
Is superseded by BSBMKG419 - Analyse consumer behaviourUpdated to incorporate digital market aspects 13/Jan/2016

Release Status:
Current
Releases:
ReleaseRelease date
1 1 (this release) 25/Mar/2015


Classifications

SchemeCodeClassification value
ASCED Module/Unit of Competency Field of Education Identifier 080505 Marketing  

Classification history

SchemeCodeClassification valueStart dateEnd date
ASCED Module/Unit of Competency Field of Education Identifier 080505 Marketing  30/Jul/2015 
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Unit Of competency

Modification History

Release 

Comments 

Release 1

This version first released with BSB Business Services Training Package Version 1.0.

Application

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

It applies to individuals who need to analyse consumer behaviour to examine factors that impact 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.

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

Unit Sector

Business Development – Marketing

Elements and Performance Criteria

ELEMENT 

PERFORMANCE CRITERIA 

Elements describe the essential outcomes.

Performance criteria describe the performance needed to demonstrate achievement of the element.

1. Confirm product or service market

1.1 Gather information on market or market segment for a product or service in accordance with marketing plan

1.2 Identify consumer attributes for market or market segment from market profile or existing customer data

1.3 Identify and test features of product or service in accordance with marketing plan

2. Assess reasons for existing levels of consumer interest

2.1 Investigate consumer need for the product or service through analysis of trends and past performance

2.2 Review past marketing or positioning of product or service in relation to effectiveness of its focus of appeal

2.3 Assess, estimate and test impact of individual, social and lifestyle influences on consumer behaviour for a product or service

2.4 Analyse consumer responses to previous marketing communications

2.5 Assess organisational capability to respond quickly to consumer demand for products or services in accordance with marketing plan

3. Recommend focus of appeal for marketing strategies for product or service

3.1 Ensure marketing strategies address innate and acquired needs of consumers and appeal to motives that influence decision-making

3.2 Present a rationale for focus of appeal that outlines how influences on consumer behaviour will be used to target effective marketing strategies

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

Foundation Skills

This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.

Skill 

Performance Criteria 

Description 

Reading

1.1-1.3, 2.1-2.5, 3.1, 3.3

  • Interprets and analyses text from a range of sources to identify relevant and key information

Writing

1.1-1.3, 2.1, 2.3, 2.5, 3.1-3.3

  • Prepares strategic business documentation incorporating appropriate vocabulary, grammatical structure and conventions appropriate to text and audience

Oral Communication

1.1, 3.2

  • Gathers information through active listening and questioning
  • Presents information using suitable words and non-verbal features

Numeracy

1.2, 1.3, 2.1

  • Uses mathematical skills and techniques to interpret and process data and analyse trends

Navigate the world of work

1.1, 1.3, 3.3

  • Adheres to implicit and explicit organisational procedures and processes
  • Takes personal responsibility for adherence to legal/regulatory responsibilities relevant to own work context

Interact with others

3.2

  • Selects and applies appropriate form and mode of communication for a specific purpose and audience

Get the work done

1.1-1.3, 2.1-2.5, 3.1, 3.2

  • Develops plans to manage relatively complex tasks with an awareness of how they may contribute to longer-term operational and strategic goals
  • Makes decisions by systematically analysing information, identifying and evaluating options against set criteria, and choosing most appropriate option

Unit Mapping Information

Code and title 

current version 

Code and title 

previous version 

Comments 

Equivalence status 

BSBMKG402 Analyse consumer behaviour for specific markets

BSBMKG402B Analyse consumer behaviour for specific markets

Updated to meet Standards for Training Packages

Equivalent unit

Links

Companion Volume implementation guides are found in VETNet - https://vetnet.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10

 

Assessment requirements

Modification History

Release 

Comments 

Release 1

This version first released with BSB Business Services Training Package Version 1.0.

Performance Evidence

Evidence of the ability to:

  • analyse consumer behaviours
  • document and present findings and recommendations about marketing strategies that should be developed to influence consumers.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • outline relevant industry and product or service knowledge
  • explain relevant marketing communication concepts and processes
  • identify organisational structures, procedures and marketing objectives.

Assessment Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development – marketing field of work and include access to:

  • relevant legislation, regulations, standards and codes
  • relevant workplace documentation and resources
  • case studies and, where possible, real situations.

Assessors must satisfy NVR/AQTF assessor requirements.

Links

Companion Volume implementation guides are found in VETNet - https://vetnet.gov.au/Pages/TrainingDocs.aspx?q=11ef6853-ceed-4ba7-9d87-4da407e23c10