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Evidence Guide: DEFPA003 - 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

 

DEFPA003 - Conduct market profiling

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

Segment the market

  1. Criteria to use insegmenting the market are identified in accordance with the marketing/media plan.
  2. Sources of information for segmenting and profiling markets are identified and accessed in accordance with the marketing/media plan.
  3. The market is segmented in accordance with the selected criteria.
  4. Market segments are reviewed for their usefulness in terms of size, potential, distinctive needs, easy identification of members, and/or distinctive media use patterns.
  5. Market segment/s are selected to meet the requirements of the marketing/media plan.
Criteria to use insegmenting the market are identified in accordance with the marketing/media plan.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Sources of information for segmenting and profiling markets are identified and accessed in accordance with the marketing/media plan.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

The market is segmented in accordance with the selected criteria.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Market segments are reviewed for their usefulness in terms of size, potential, distinctive needs, easy identification of members, and/or distinctive media use patterns.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Market segment/s are selected to meet the requirements of the marketing/media plan.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Identify the target market

  1. Approaches to determining and describing the total market are evaluated and chosen.
  2. The target market is defined 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.
  3. Descriptions of the target market use segment descriptors.
  4. Available strategic options are identified and the targeting strategy that best meets the requirements of the marketing/media plan is selected.
Approaches to determining and describing the total market are evaluated and chosen.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

The target market is defined 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:

 

 

 

 

 

 

 

Descriptions of the target market use segment descriptors.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Available strategic options are identified and the targeting strategy that best meets the requirements of the marketing/media plan is selected.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Profile target audience

  1. The total market and the selected market segment/s are described in the form of a stakeholder profile.
  2. Demographic and /or psychographic descriptions are used in the stakeholder profile in accordance with the requirements of the marketing/media plan.
  3. The profile meets organisational requirements in terms of language, format, content and level of detail.
The total market and the selected market segment/s are described in the form of a stakeholder profile.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Demographic and /or psychographic descriptions are used in the stakeholder profile in accordance with the requirements of the marketing/media plan.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

The profile meets organisational requirements in terms of language, format, content and level of detail.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop a positioning strategy

  1. Available positioning strategies are identified and a strategy is chosen to meet media requirements and the stakeholder profile.
  2. A positioning implementation plan is written in accordance with organisational requirements
Available positioning strategies are identified and a strategy is chosen to meet media requirements and the stakeholder profile.

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

A positioning implementation plan is written in accordance with organisational requirements

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

The evidence guide provides advice on assessment and must be read in conjunction with the Performance Criteria, Required Skills and Knowledge, the Range Statement and the Assessment Guidelines for this Training Package.

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Assessment must confirm the ability toprovide a Profile that contains rationale and supporting information

Consistency in performance

Competency should be demonstrated over time and should be observed in a range of actual or simulated work contexts.

Context of and specific resources for assessment

Context of assessment

Competency should be assessed in the workplace or under conditions that accurately simulate a realistic workplace in accordance with all relevant legislation and organisation requirements.

Evidence should be gathered while observing the individual profile the market. The application of communication ethics that are relevant to the audience and organisation are to be observed.

Specific resources for assessment

Access is required to relevant standards, policy and instructions related to public affairs.

Required Skills and Knowledge

This describes the essential skills and knowledge and their level, required for this unit.

Required Skills

research and analyse

apply legislation, regulations and organisational policies, procedures and practices relating to representing and promoting the organisation, including protocols for maintaining networks

identify relevant information, write reports and interpret internal and external information

ommunicate using questioning, clarifying and reporting

identify the target market and select targeting and positioning strategies that meet organisation's requirements

relate to people from a range of social, cultural and ethnic backgrounds and physical and mental abilities

Required Knowledge

Relevant legislation from all levels of government that affects business operation, especially in regard to Work health and safety and environmental issues, equal opportunity, industrial relations and anti-discrimination

Organisation's business structure, products and services

Organisation's business and marketing/media plan

Product and service standards and best practice models

Data collection and analysing techniques

Market mix

The elements of marketing/media planning

Range Statement

The Range Statement relates to the Unit of Competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording in the Performance Criteria is detailed below.

Criteria to use insegmenting the market may include

stakeholder needs

benefits desired

service usage

attitude

demographics

lifestyle

social and cultural factors

business characteristics

Sources of information may include

industry sources

existing research data

original and prior research (where the market segments are assumed at the beginning and research is used to confirm them)

Stakeholders may include

individuals

businesses

media

services

clients

audience

Targeting strategy may include

market share

ease of entry

growth considerations

differentiation and segmentation

niche markets

concentrated, differentiated and mass strategies

Demographic descriptions may include

date and place of birth

sex

nationality

indigenous Australian

education

occupation

marital status

first language

other languages spoken at home

number and age of children

income level

disability

Psychographic descriptions may include

activities

interests

opinions

values

attitudes

lifestyle

Positioning strategies may include

image perceptions

prestige and exclusive positioning

conspicuous positioning

service positioning

value positioning

market leader positions

market follower positions

repositioning

competitive positioning

Media may include

print (local, community, daily newspapers, magazines)

television (live or pre-recorded)

radio (live or pre-recorded)

social media