Assessor Resource

DEFPA003
Conduct market profiling

Assessment tool

Version 1.0
Issue Date: April 2024


This unit applies to Public Affairs Officers within Defence who are involved in the conduct of market profiling as a workplace responsibility, but is applicable to all individuals who work in this field.

Typically, these individuals must demonstrate the ability to work independently or as part of a team under indirect supervision. They must be able to use discretion and judgement and take responsibility for the quality of their outputs.

All activities must be carried out in accordance with relevant legislation, organisational policies and procedures, including industrial agreements, legislation from all levels of government, and industry codes of practice.

This unit covers the competency required to conduct market profiling to support public affairs activities

It includes segmenting the market, the selection of targeting strategies and tactics, the profiling of a target or target segments and the development of positioning strategies and implementation activities.

No licensing, legislative, regulatory or certification requirements apply to this unit at the time of publication. In a Defence context, this means that there is no civilian need to hold this unit in order to meet licensing, legislative, regulatory or certification requirements.

You may want to include more information here about the target group and the purpose of the assessments (eg formative, summative, recognition)

Prerequisites

Not applicable.

Employability Skills

This unit contains employability skills.



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, the Range Statement and the Assessment Guidelines for this Training Package.

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Assessment must confirm the ability toprovide a Profile that contains rationale and supporting information

Consistency in performance

Competency should be demonstrated over time and should be observed in a range of actual or simulated work contexts.

Context of and specific resources for assessment

Context of assessment

Competency should be assessed in the workplace or under conditions that accurately simulate a realistic workplace in accordance with all relevant legislation and organisation requirements.

Evidence should be gathered while observing the individual profile the market. The application of communication ethics that are relevant to the audience and organisation are to be observed.

Specific resources for assessment

Access is required to relevant standards, policy and instructions related to public affairs.

Submission Requirements

List each assessment task's title, type (eg project, observation/demonstration, essay, assingnment, 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.

This describes the essential skills and knowledge and their level, required for this unit.

Required Skills

research and analyse

apply legislation, regulations and organisational policies, procedures and practices relating to representing and promoting the organisation, including protocols for maintaining networks

identify relevant information, write reports and interpret internal and external information

ommunicate using questioning, clarifying and reporting

identify the target market and select targeting and positioning strategies that meet organisation's requirements

relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities

Required Knowledge

Relevant legislation from all levels of government that affects business operation, especially in regard to Work health and safety and environmental issues, equal opportunity, industrial relations and anti-discrimination

Organisation's business structure, products and services

Organisation's business and marketing/media plan

Product and service standards and best practice models

Data collection and analysing techniques

Market mix

The elements of marketing/media planning

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 in the Performance Criteria is detailed below.

Criteria to use insegmenting the market may include

stakeholder needs

benefits desired

service usage

attitude

demographics

lifestyle

social and cultural factors

business characteristics

Sources of information may include

industry sources

existing research data

original and prior research (where the market segments are assumed at the beginning and research is used to confirm them)

Stakeholders may include

individuals

businesses

media

services

clients

audience

Targeting strategy may include

market share

ease of entry

growth considerations

differentiation and segmentation

niche markets

concentrated, differentiated and mass strategies

Demographic descriptions may include

date and place of birth

sex

nationality

indigenous Australian

education

occupation

marital status

first language

other languages spoken at home

number and age of children

income level

disability

Psychographic descriptions may include

activities

interests

opinions

values

attitudes

lifestyle

Positioning strategies may include

image perceptions

prestige and exclusive positioning

conspicuous positioning

service positioning

value positioning

market leader positions

market follower positions

repositioning

competitive positioning

Media may include

print (local, community, daily newspapers, magazines)

television (live or pre-recorded)

radio (live or pre-recorded)

social media

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
Criteria to use insegmenting the market are identified in accordance with the marketing/media plan. 
Sources of information for segmenting and profiling markets are identified and accessed in accordance with the marketing/media plan. 
The market is segmented in accordance with the selected criteria. 
Market segments are reviewed for their usefulness in terms of size, potential, distinctive needs, easy identification of members, and/or distinctive media use patterns. 
Market segment/s are selected to meet the requirements of the marketing/media plan. 
Approaches to determining and describing the total market are evaluated and chosen. 
The target market is defined in terms of the stakeholders to be included as prospective users of a product or service, and in terms of the selected market segment/s. 
Descriptions of the target market use segment descriptors. 
Available strategic options are identified and the targeting strategy that best meets the requirements of the marketing/media plan is selected. 
The total market and the selected market segment/s are described in the form of a stakeholder profile. 
Demographic and /or psychographic descriptions are used in the stakeholder profile in accordance with the requirements of the marketing/media plan. 
The profile meets organisational requirements in terms of language, format, content and level of detail. 
Available positioning strategies are identified and a strategy is chosen to meet media requirements and the stakeholder profile. 
A positioning implementation plan is written in accordance with organisational requirements 

Forms

Assessment Cover Sheet

DEFPA003 - Conduct market profiling
Assessment task 1: [title]

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I declare that the assessment tasks submitted for this unit are my own work.

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Result: Competent Not yet competent

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Assessment Record Sheet

DEFPA003 - Conduct market profiling

Student name:

Student ID:

Assessment task 1: [title] Result: Competent Not yet competent

(add lines for each task)

Feedback to student:

 

 

 

 

 

 

 

 

Overall assessment result: Competent Not yet competent

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Student signature:

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