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Follow the links below to find material targeted to the unit's elements, performance criteria, required skills and knowledge

Elements and Performance Criteria

1. Confirm product or service market
   • Gather information on market or market segment for a product or service in accordance with a marketing plan
   • Identify consumer attributes for market or market segment from market profile or existing customer data
   • Identify and test features of product or service in accordance with a marketing plan
2. Assess reasons for existing levels of consumer interest
   • Investigate consumer need for the product or service through analysis of trends and past performance
   • Review past marketing or positioning of product or service in relation to effectiveness of its focus of appeal
   • Assess, estimate and test impact of individual, social and lifestyle influences on consumer behaviour for a product or service
   • Analyse consumer responses to previous marketing communications
   • Review relevant data to determine consumer digital footprints, engagement journeys and expectations
   • 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
   • Ensure marketing strategies address innate and acquired needs of consumers and appeal to motives that influence decision-making
   • Present a rationale for focus of appeal that outlines how influences on consumer behaviour will be used to target effective marketing strategies
   • Clarify the role of the consumer in the digital marketing environment and model engagement conversations and interventions
   • Ensure focus of appeal meets legal and ethical obligations and budgetary requirements of marketing plan

Performance Evidence

Evidence of the ability to:

analyse consumer behaviours

model consumer behaviour on alternative digital platforms

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.

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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

compare current digital channels relevant to the business and consumer against costs and benefits

identify organisational structures, procedures and marketing objectives.

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