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Elements and Performance Criteria

Required Skills

Evidence Required

Critical Aspects of Evidence

Integrated demonstration of all elements of competency and their performance criteria

Rationale for choosing approach to describing the market and segmentation criteria

Underpinning Knowledge

At this level the learner must demonstrate understanding of a broad knowledge base incorporating some theoretical concepts

Relevant legislation from all levels of government that affects business operation especially in regard to Occupational Health and Safety and environmental issues equal opportunity industrial relations and antidiscrimination

Advertising brief

Purposes of advertising

Advertising objectives

Underpinning Skills

Literacy skills to identify demographic and other information to write descriptive

Communication including clarifying and reporting

Numeracy skills for collecting and analysing quantitative information

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

Resource Implications

The learner and trainer should have access to appropriate documentation and resources normally used in the workplace

Consistency of Performance

In order to achieve consistency of performance evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations

Contexts of Assessment

Competency is demonstrated by performance of all stated criteria including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide and within the scope as defined by the Range Statement

Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package

Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment

Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level Refer to the Key Competency Levels at the end of this unit

Key Competency Levels

Collecting analysing and organising information Level to evaluate market segments

Communicating ideas and information Level through the development of a consumer profile

Planning and organising activities Level to choose approaches and criteria to segment the market

Working with teams and others Level to identify and access sources of information for segmenting and profiling

Using mathematical ideas and techniques Level to analyse data and draw conclusions

Solving problems Level by evaluating segments and redoing the process if necessary

Using technology Level to apply segmentation criteria and analyse data if required

Please refer to the Assessment Guidelines for advice on how to use the Key Competencies

Critical Aspects of Evidence

Integrated demonstration of all elements of competency and their performance criteria

Rationale for choosing approach to describing the market and segmentation criteria

Underpinning Knowledge

At this level the learner must demonstrate understanding of a broad knowledge base incorporating some theoretical concepts

Relevant legislation from all levels of government that affects business operation especially in regard to Occupational Health and Safety and environmental issues equal opportunity industrial relations and antidiscrimination

Advertising brief

Purposes of advertising

Advertising objectives

Underpinning Skills

Literacy skills to identify demographic and other information to write descriptive

Communication including clarifying and reporting

Numeracy skills for collecting and analysing quantitative information

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

Resource Implications

The learner and trainer should have access to appropriate documentation and resources normally used in the workplace

Consistency of Performance

In order to achieve consistency of performance evidence should be collected over a set period of time which is sufficient to include dealings with an appropriate range and variety of situations

Contexts of Assessment

Competency is demonstrated by performance of all stated criteria including paying particular attention to the critical aspects and the knowledge and skills elaborated in the Evidence Guide and within the scope as defined by the Range Statement

Assessment must take account of the endorsed assessment guidelines in the Business Services Training Package

Assessment of performance requirements in this unit should be undertaken in an actual workplace or simulated environment

Assessment should reinforce the integration of the key competencies and the business services common competencies for the particular AQF level Refer to the Key Competency Levels at the end of this unit

Key Competency Levels

Collecting analysing and organising information Level to evaluate market segments

Communicating ideas and information Level through the development of a consumer profile

Planning and organising activities Level to choose approaches and criteria to segment the market

Working with teams and others Level to identify and access sources of information for segmenting and profiling

Using mathematical ideas and techniques Level to analyse data and draw conclusions

Solving problems Level by evaluating segments and redoing the process if necessary

Using technology Level to apply segmentation criteria and analyse data if required

Please refer to the Assessment Guidelines for advice on how to use the Key Competencies

Range Statement

Legislation, codes and national standards relevant to the workplace may include:

award and enterprise agreements and relevant industrial instruments

relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination

relevant industry codes of practice

Approaches to determining the total market may include:

identifying consumers with relevant needs

identifying current users of a product or service

identifying people with related characteristics

Terms used to describe media audiences may include:

Market segmentation is

the process of dividing a market into consumer subgroups, each of which has different needs

Criteria to use in market segmentation may include:

benefits desired

product/service usage

social and cultural factors

business characteristics

Sources of information for segmenting and profiling markets may include:

industry sources

existing research data

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

original response based research

Consumers may include:

Standard statistical terms

are those categories used by the Australian Bureau of statistics in collecting and reporting census data

Demographic descriptions may include:

date and place of birth

indigenous Australian

other languages spoken at home

number and age of children

Psychographic descriptions may include:

Legislation, codes and national standards relevant to the workplace may include:

award and enterprise agreements and relevant industrial instruments

relevant legislation from all levels of government that affects business operation, especially in regard to Occupational Health and Safety and environmental issues, equal opportunity, industrial relations and anti-discrimination

relevant industry codes of practice

Approaches to determining the total market may include:

identifying consumers with relevant needs

identifying current users of a product or service

identifying people with related characteristics

Terms used to describe media audiences may include:

Market segmentation is

the process of dividing a market into consumer subgroups, each of which has different needs

Criteria to use in market segmentation may include:

benefits desired

product/service usage

social and cultural factors

business characteristics

Sources of information for segmenting and profiling markets may include:

industry sources

existing research data

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

original response based research

Consumers may include:

Standard statistical terms

are those categories used by the Australian Bureau of statistics in collecting and reporting census data

Demographic descriptions may include:

date and place of birth

indigenous Australian

other languages spoken at home

number and age of children

Psychographic descriptions may include: