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

BSBMKG419 Mapping and Delivery Guide
Analyse consumer behaviour

Version 1.0
Issue Date: May 2024


Qualification -
Unit of Competency BSBMKG419 - Analyse consumer behaviour
Description
Employability Skills
Learning Outcomes and Application This unit describes the skills and knowledge required to analyse consumer behaviour for markets and specific needs.It applies to individuals who need to analyse consumer behaviour to examine factors that impact decisions to purchase products or services. They conduct a thorough analysis of consumer attitudes and behaviour, and make recommendations on marketing strategies to increase consumption of the product or service being marketed.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.

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing communications field of work and include access to:

relevant legislation and regulations

communications equipment and technology

relevant workplace documentation and resources

case studies or, where possible, real situations

industry software packages and apps (where applicable).

Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.
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: 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
       
Element: 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
       
Element: 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
       


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. Confirm product or service market

1.1 Gather information on market or market segment for a product or service in accordance with a marketing plan

1.2 Identify consumer attributes for market or market segment from market profile or existing customer data

1.3 Identify and test features of product or service in accordance with a marketing plan

2. Assess reasons for existing levels of consumer interest

2.1 Investigate consumer need for the product or service through analysis of trends and past performance

2.2 Review past marketing or positioning of product or service in relation to effectiveness of its focus of appeal

2.3 Assess, estimate and test impact of individual, social and lifestyle influences on consumer behaviour for a product or service

2.4 Analyse consumer responses to previous marketing communications

2.5 Review relevant data to determine consumer digital footprints, engagement journeys and expectations

2.6 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

3.1 Ensure marketing strategies address innate and acquired needs of consumers and appeal to motives that influence decision-making

3.2 Present a rationale for focus of appeal that outlines how influences on consumer behaviour will be used to target effective marketing strategies

3.3 Clarify the role of the consumer in the digital marketing environment and model engagement conversations and interventions

3.4 Ensure focus of appeal meets legal and ethical obligations and budgetary requirements of marketing plan

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.

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.

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. Confirm product or service market

1.1 Gather information on market or market segment for a product or service in accordance with a marketing plan

1.2 Identify consumer attributes for market or market segment from market profile or existing customer data

1.3 Identify and test features of product or service in accordance with a marketing plan

2. Assess reasons for existing levels of consumer interest

2.1 Investigate consumer need for the product or service through analysis of trends and past performance

2.2 Review past marketing or positioning of product or service in relation to effectiveness of its focus of appeal

2.3 Assess, estimate and test impact of individual, social and lifestyle influences on consumer behaviour for a product or service

2.4 Analyse consumer responses to previous marketing communications

2.5 Review relevant data to determine consumer digital footprints, engagement journeys and expectations

2.6 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

3.1 Ensure marketing strategies address innate and acquired needs of consumers and appeal to motives that influence decision-making

3.2 Present a rationale for focus of appeal that outlines how influences on consumer behaviour will be used to target effective marketing strategies

3.3 Clarify the role of the consumer in the digital marketing environment and model engagement conversations and interventions

3.4 Ensure focus of appeal meets legal and ethical obligations and budgetary requirements of marketing plan

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
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 
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 
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 

Forms

Assessment Cover Sheet

BSBMKG419 - Analyse consumer behaviour
Assessment task 1: [title]

Student name:

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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

BSBMKG419 - Analyse consumer behaviour

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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