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Evidence Guide: DEFDPA003 - Conduct market profiling

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

 

DEFDPA003 - Conduct market profiling

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

Segment the market

  1. Identify criteria to use in segmenting the market in accordance with the marketing/media plan
  2. Access sources of information for segmenting and profiling markets in accordance with the marketing/media plan
  3. Segment the market in accordance with identified criteria
  4. Review market segments for their usefulness in terms of size, potential, distinctive needs, easy identification of members, and/or distinctive media use patterns
Identify criteria to use in segmenting the market in accordance with the marketing/media plan

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Segment the market in accordance with identified criteria

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Identify the target market

  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. Explain the target market segments
  3. Identify available strategic options and select the targeting strategy in accordance with operational policy and procedures
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

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Explain the target market segments

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Profile target audience

  1. Outline the total market and the selected market segment/s in the form of a stakeholder profile
  2. Use demographic and/or psychographic profiles in accordance with the requirements of the marketing/media plan
  3. Apply language, format, content and level of detail so that the profile is consistent with organisational requirements
Outline the total market and the selected market segment/s in the form of a stakeholder profile

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Develop a positioning strategy

  1. Identify a viable positioning strategy
  2. Draft a marketing/positioning plan that aligns strategy with stakeholder profile
  3. Consult with organisational stakeholders to ensure strategy aligns with organisational goals/mission
Identify a viable positioning strategy

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

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

Completed
Date:

Teacher:
Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

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

Required Skills and Knowledge

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.

Range Statement

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.