Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners

BSBMKG401 Mapping and Delivery Guide
Profile the market

Version 1.0
Issue Date: May 2024


Qualification -
Unit of Competency BSBMKG401 - Profile the market
Description
Employability Skills
Learning Outcomes and Application This unit describes the skills and knowledge required to profile a target market or market segments in accordance with a marketing plan and to develop market positioning strategies.It applies to individuals working in a variety of marketing communications occupational roles who have responsibility for a range of tasks involving analysis and planning.No licensing, legislative or certification requirements apply to this unit at the time of publication.
Duration and Setting X weeks, nominally xx hours, delivered in a classroom/online/blended learning setting.
Prerequisites/co-requisites
Competency Field
Development and validation strategy and guide for assessors and learners Student Learning Resources Handouts
Activities 		Slides
PPT 		Assessment 1 Assessment 2 Assessment 3 Assessment 4
Elements of Competency Performance Criteria              
Element: Segment market
  • Identify criteria for use in segmenting market in accordance with marketing plan
  • Identify and access sources of information for segmenting and profiling markets in accordance with marketing plan
  • Segment market in accordance with identified criteria
  • Review market segments for their usefulness in terms of factors such as their size, potential, distinctive needs, easy identification of members or distinctive media use patterns
  • Select market segments to meet marketing objectives, and choose and apply new segmentation criteria if required
       
Element: Identify target market
  • Evaluate approaches to determining and describing total market for a product or service
  • Define target market in terms of consumers to be included as prospective users of a product or service, and selected market segments
  • Use segment descriptors to describe target market
  • Identify available strategic marketing options and select targeting strategies that best meet requirements of the marketing plan
       
Element: Profile target audience
  • Describe total market and selected market segments using a consumer profile
  • Identify consumer characteristics in standard statistical terms and/or descriptive terms used in media selection in consumer profile
  • Use demographic and/or psychographic descriptions in consumer profile in accordance with requirements of the marketing plan
  • Describe consumer attitudes to products or services being offered
  • Ensure profile meets organisational requirements of language, format, content and level of detail
       
Element: Develop positioning strategy
  • Identify available positioning strategies and choose a strategy to meet marketing requirements and consumer profile
  • Write a positioning implementation plan containing several options, in accordance with organisational requirements
  • Submit plan to supervisor within specified timelines and make appropriate adjustments based on feedback
       


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.

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

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

1. Segment market

1.1 Identify criteria for use in segmenting market in accordance with marketing plan

1.2 Identify and access sources of information for segmenting and profiling markets in accordance with marketing plan

1.3 Segment market in accordance with identified criteria

1.4 Review market segments for their usefulness in terms of factors such as their size, potential, distinctive needs, easy identification of members or distinctive media use patterns

1.5 Select market segments to meet marketing objectives, and choose and apply new segmentation criteria if required

2. Identify target market

2.1 Evaluate approaches to determining and describing total market for a product or service

2.2 Define target market in terms of consumers to be included as prospective users of a product or service, and selected market segments

2.3 Use segment descriptors to describe target market

2.4 Identify available strategic marketing options and select targeting strategies that best meet requirements of the marketing plan

3. Profile target audience

3.1 Describe total market and selected market segments using a consumer profile

3.2 Identify consumer characteristics in standard statistical terms and/or descriptive terms used in media selection in consumer profile

3.3 Use demographic and/or psychographic descriptions in consumer profile in accordance with requirements of the marketing plan

3.4 Describe consumer attitudes to products or services being offered

3.5 Ensure profile meets organisational requirements of language, format, content and level of detail

4. Develop positioning strategy

4.1 Identify available positioning strategies and choose a strategy to meet marketing requirements and consumer profile

4.2 Write a positioning implementation plan containing several options, in accordance with organisational requirements

4.3 Submit plan to supervisor within specified timelines and make appropriate adjustments based on feedback

Submission Requirements

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

ELEMENT

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

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

1. Segment market

1.1 Identify criteria for use in segmenting market in accordance with marketing plan

1.2 Identify and access sources of information for segmenting and profiling markets in accordance with marketing plan

1.3 Segment market in accordance with identified criteria

1.4 Review market segments for their usefulness in terms of factors such as their size, potential, distinctive needs, easy identification of members or distinctive media use patterns

1.5 Select market segments to meet marketing objectives, and choose and apply new segmentation criteria if required

2. Identify target market

2.1 Evaluate approaches to determining and describing total market for a product or service

2.2 Define target market in terms of consumers to be included as prospective users of a product or service, and selected market segments

2.3 Use segment descriptors to describe target market

2.4 Identify available strategic marketing options and select targeting strategies that best meet requirements of the marketing plan

3. Profile target audience

3.1 Describe total market and selected market segments using a consumer profile

3.2 Identify consumer characteristics in standard statistical terms and/or descriptive terms used in media selection in consumer profile

3.3 Use demographic and/or psychographic descriptions in consumer profile in accordance with requirements of the marketing plan

3.4 Describe consumer attitudes to products or services being offered

3.5 Ensure profile meets organisational requirements of language, format, content and level of detail

4. Develop positioning strategy

4.1 Identify available positioning strategies and choose a strategy to meet marketing requirements and consumer profile

4.2 Write a positioning implementation plan containing several options, in accordance with organisational requirements

4.3 Submit plan to supervisor within specified timelines and make appropriate adjustments based on feedback

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
Identify criteria for use in segmenting market in accordance with marketing plan 
Identify and access sources of information for segmenting and profiling markets in accordance with marketing plan 
Segment market in accordance with identified criteria 
Review market segments for their usefulness in terms of factors such as their size, potential, distinctive needs, easy identification of members or distinctive media use patterns 
Select market segments to meet marketing objectives, and choose and apply new segmentation criteria if required 
Evaluate approaches to determining and describing total market for a product or service 
Define target market in terms of consumers to be included as prospective users of a product or service, and selected market segments 
Use segment descriptors to describe target market 
Identify available strategic marketing options and select targeting strategies that best meet requirements of the marketing plan 
Describe total market and selected market segments using a consumer profile 
Identify consumer characteristics in standard statistical terms and/or descriptive terms used in media selection in consumer profile 
Use demographic and/or psychographic descriptions in consumer profile in accordance with requirements of the marketing plan 
Describe consumer attitudes to products or services being offered 
Ensure profile meets organisational requirements of language, format, content and level of detail 
Identify available positioning strategies and choose a strategy to meet marketing requirements and consumer profile 
Write a positioning implementation plan containing several options, in accordance with organisational requirements 
Submit plan to supervisor within specified timelines and make appropriate adjustments based on feedback 

Forms

Assessment Cover Sheet

BSBMKG401 - Profile the market
Assessment task 1: [title]

Student name:

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

Student signature:

Result: Competent Not yet competent

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Assessment Record Sheet

BSBMKG401 - Profile the market

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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Date:

Student signature:

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