Required skills

culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities

literacy skills to prepare reports with complex marketing concepts

research skills to investigate overall market trends past productservice performance and consumer behaviour characteristics

Required knowledge

key provisions of relevant legislation from all forms of government codes of practice and national standards that may affect aspects of business operations such as

antidiscrimination legislation and the principles of equal opportunity equity and diversity

ethical principles

Australian Direct Marketing Association ADMA Direct Marketing Code of Practice

Free TV Australia Commercial Television Industry Code of Practice

privacy laws

industry and product or service knowledge

marketing communication concepts and processes

organisational structure procedures and marketing objectives

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

Overview of assessment

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

Evidence of the following is essential

documenting and presenting an analysis of consumer behaviour including recommendations on what marketing strategies should be developed to influence consumers to be more inclined to purchase a product or service

knowledge of relevant legislation

Context of and specific resources for assessment

Assessment must ensure

access to office equipment and resources

access to past marketing performance review documents

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge The following examples are appropriate for this unit

analysis of responses to case studies and scenarios

assessment of written reports containing analysis of consumer behaviour and recommendations

demonstration of techniques to analyse consumer behaviour

direct questioning combined with review of portfolios of evidence and third party workplace reports of onthejob performance by the candidate

observation of presentations of analysis conducted and resulting recommendations

oral or written questioning to assess knowledge and understanding

review of authenticated documents from the workplace or training environment

review of testimony from team members colleagues supervisors or managers

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector workplace and job role is recommended for example

BSBMKGB Profile the market

BSBMKG401B Profile the market

other marketing units

Information on the market or market segment may include:

Marketing may include:

Individual influences may include:

Social influences may include:

Lifestyle influences may include:

Consumer responses may include:

Organisational behaviour may include:

Legal and ethical obligations may include: