This unit specifies the skills and knowledge required to conduct market profiling to support public affairs activities.

It includes segmenting the market to identify the target market and profiling the target audience to develop a positioning strategy.

This unit applies to Defence public affairs personnel but it could apply to any personnel who work in this field.

The skills and knowledge described in this unit must be applied within the legislative, regulatory and policy environment in which they are carried out. Organisational policies and procedures must be consulted and adhered to.

Persons undertaking this unit work independently or as part of a team, and perform specific tasks in familiar contexts.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

ELEMENTS

PERFORMANCE CRITERIA

Elements describe the essential outcomes.

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

1

Segment the market

1.1

Identify criteria to use in segmenting the market in accordance with the marketing/media plan

1.2

Access sources of information for segmenting and profiling markets in accordance with the marketing/media plan

1.3

Segment the market in accordance with identified criteria

1.4

Review market segments for their usefulness in terms of size, potential, distinctive needs, easy identification of members, and/or distinctive media use patterns

2

Identify the target market

2.1

Define the target market in terms of the stakeholders to be included as prospective users of a product or service, and in terms of the selected market segment/s

2.2

Explain the target market segments

2.3

Identify available strategic options and select the targeting strategy in accordance with operational policy and procedures

3

Profile target audience

3.1

Outline the total market and the selected market segment/s in the form of a stakeholder profile

3.2

Use demographic and/or psychographic profiles in accordance with the requirements of the marketing/media plan

3.3

Apply language, format, content and level of detail so that the profile is consistent with organisational requirements

4

Develop a positioning strategy

4.1

Identify a viable positioning strategy

4.2

Draft a marketing/positioning plan that aligns strategy with stakeholder profile

4.3

Consult with organisational stakeholders to ensure strategy aligns with organisational goals/mission

Evidence required to demonstrate competence in this unit must be relevant to and satisfy all of the requirements of the elements and performance criteria on at least one occasion and include:

applying communication ethics relevant to the audience and organisation

applying relevant organisational policies and procedures

conducting market profiling

researching and analysing

identifying relevant information, writing reports, and interpreting internal and external information

identifying the target market, and selecting targeting and positioning strategies that meet organisational requirements

providing a profile that contains rationale and supporting information.

Evidence required to demonstrate competence in this unit must be relevant to and satisfy all of the requirements of the elements and performance criteria and include knowledge of:

criteria to use in segmenting the market including:

stakeholder needs

benefits desired

service usage

attitude

demographics

lifestyle

social and cultural factors

business characteristics

data collection and analysing techniques

elements of marketing profiling/media planning including:

targeting strategy

demographic descriptions

psychographic descriptions

positioning strategies

market mix

relevant legislation, organisational policies and procedures

organisational business and marketing/media plan

organisational business structure, and relevant products and services

product and service standards, and relevant best practice models.

As a minimum, assessors must satisfy applicable regulatory requirements, which include requirements in the Standards for Registered Training Organisations current at the time of assessment.

As a minimum, assessment must satisfy applicable regulatory requirements, which include requirements in the Standards for Registered Training Organisations current at the time of assessment.

Assessment processes and techniques must be appropriate to the language, literacy and numeracy requirements of the work being performed and the needs of the candidate.

Assessment must occur in workplace operational situations, where it is appropriate to do so; where this is not appropriate, assessment must occur in simulated workplace operational situations that replicate workplace conditions.

Resources for assessment must include access to:

a range of relevant exercises, case studies and/or other simulations

relevant and appropriate materials, tools, equipment and personal protective equipment currently used in industry

relevant standards, policy and instructions related to public affairs

applicable documentation including operational procedures, regulations, codes of practice and operation manuals.

Foundation skills essential to performance are explicit in the performance criteria of this unit of competency.

Range is restricted to essential operating conditions and any other variables essential to the work environment.

Non-essential conditions may be found in the Companion Volume Implementation Guide.

Not applicable.

Defence Public Affairs