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.
Elements and Performance Criteria
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 Performance
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.
Evidence of Knowledge
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.
Assessment Conditions
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.
Foundation Skills
This section describes language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance.
Skill | Performance Criteria | Description |
Reading | 1.1-1.3, 2.1-2.6, 3.1, 3.3 | Interprets and analyses text from a range of sources to identify relevant and key information |
Writing | 1.1-1.3, 2.1, 2.3, 2.5, 3.1-3.3 | Prepares strategic business documentation incorporating appropriate vocabulary, grammatical structure and conventions appropriate to purpose and audience |
Oral Communication | 1.1, 3.2 | Gathers information through active listening and questioning Presents information using suitable words and non-verbal features |
Numeracy | 1.2, 1.3, 2.1, 2.3, 2.5 | Uses mathematical skills and techniques to interpret and process data and analyse trends |
Navigate the world of work | 1.1, 1.3, 2.6, 3.4 | Complies with implicit and explicit organisational procedures and processes Adheres to ethical, legal and regulatory responsibilities relevant to own work context |
Interact with others | 3.2 | Selects and applies appropriate form and mode of communication for a specific purpose and audience |
Get the work done | 1.1-1.3, 2.1-2.6, 3.1-3.4 | Develops plans to manage relatively complex tasks with an awareness of how they may contribute to longer-term operational and strategic goals Makes decisions by systematically analysing information, identifying and evaluating options against set criteria, and choosing most appropriate option |
Sectors
Business Development – Marketing