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Evidence Guide: BSBMKG419 - Analyse consumer behaviour

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

 

BSBMKG419 - Analyse consumer behaviour

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

Confirm product or service market

  1. Gather information on market or market segment for a product or service in accordance with a marketing plan
  2. Identify consumer attributes for market or market segment from market profile or existing customer data
  3. Identify and test features of product or service in accordance with a marketing plan
Gather information on market or market segment for a product or service in accordance with a marketing plan

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess reasons for existing levels of consumer interest

  1. Investigate consumer need for the product or service through analysis of trends and past performance
  2. Review past marketing or positioning of product or service in relation to effectiveness of its focus of appeal
  3. Assess, estimate and test impact of individual, social and lifestyle influences on consumer behaviour for a product or service
  4. Analyse consumer responses to previous marketing communications
  5. Review relevant data to determine consumer digital footprints, engagement journeys and expectations
  6. Assess organisational capability to respond quickly to consumer demand for products or services in accordance with marketing plan
Investigate consumer need for the product or service through analysis of trends and past performance

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse consumer responses to previous marketing communications

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assess organisational capability to respond quickly to consumer demand for products or services in accordance with marketing plan

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Recommend focus of appeal for marketing strategies for product or service

  1. Ensure marketing strategies address innate and acquired needs of consumers and appeal to motives that influence decision-making
  2. Present a rationale for focus of appeal that outlines how influences on consumer behaviour will be used to target effective marketing strategies
  3. Clarify the role of the consumer in the digital marketing environment and model engagement conversations and interventions
  4. Ensure focus of appeal meets legal and ethical obligations and budgetary requirements of marketing plan
Ensure marketing strategies address innate and acquired needs of consumers and appeal to motives that influence decision-making

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

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

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. 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

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. 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.