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Evidence Guide: BSBMKG401 - Profile the market

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

From the Wiki University

 

BSBMKG401 - Profile the market

What evidence can you provide to prove your understanding of each of the following citeria?

Segment market

  1. Identify criteria for use in segmenting market in accordance with marketing plan
  2. Identify and access sources of information for segmenting and profiling markets in accordance with marketing plan
  3. Segment market in accordance with identified criteria
  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
  5. Select market segments to meet marketing objectives, and choose and apply new segmentation criteria if required
Identify criteria for use in segmenting market in accordance with marketing plan

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Segment market in accordance with identified criteria

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify target market

  1. Evaluate approaches to determining and describing total market for a product or service
  2. Define target market in terms of consumers to be included as prospective users of a product or service, and selected market segments
  3. Use segment descriptors to describe target market
  4. Identify available strategic marketing options and select targeting strategies that best meet requirements of the marketing plan
Evaluate approaches to determining and describing total market for a product or service

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Use segment descriptors to describe target market

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Profile target audience

  1. Describe total market and selected market segments using a consumer profile
  2. Identify consumer characteristics in standard statistical terms and/or descriptive terms used in media selection in consumer profile
  3. Use demographic and/or psychographic descriptions in consumer profile in accordance with requirements of the marketing plan
  4. Describe consumer attitudes to products or services being offered
  5. Ensure profile meets organisational requirements of language, format, content and level of detail
Describe total market and selected market segments using a consumer profile

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Describe consumer attitudes to products or services being offered

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop positioning strategy

  1. Identify available positioning strategies and choose a strategy to meet marketing requirements and consumer profile
  2. Write a positioning implementation plan containing several options, in accordance with organisational requirements
  3. Submit plan to supervisor within specified timelines and make appropriate adjustments based on feedback
Identify available positioning strategies and choose a strategy to meet marketing requirements and consumer profile

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

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

Required Skills and Knowledge

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