Profile the market

Formats and tools

Unit Description
Reconstruct the unit from the xml and display it as an HTML page.
Assessment Tool
an assessor resource that builds a framework for writing an assessment tool
Assessment Template
generate a spreadsheet for marking this unit in a classroom environment. Put student names in the top row and check them off as they demonstrate competenece for each of the unit's elements and performance criteria.
Assessment Matrix
a slightly different format than the assessment template. A spreadsheet with unit names, elements and performance criteria in separate columns. Put assessment names in column headings to track which performance criteria each one covers. Good for ensuring that you've covered every one of the performance criteria with your assessment instrument (all assessement tools together).
Wiki Markup
mark up the unit in a wiki markup codes, ready to copy and paste into a wiki page. The output will work in most wikis but is designed to work particularly well as a Wikiversity learning project.
Evidence Guide
create an evidence guide for workplace assessment and RPL applicants
Competency Mapping Template
Unit of Competency Mapping – Information for Teachers/Assessors – Information for Learners. A template for developing assessments for a unit, which will help you to create valid, fair and reliable assessments for the unit, ready to give to trainers and students
Observation Checklist
create an observation checklist for workplace assessment and RPL applicants. This is similar to the evidence guide above, but a little shorter and friendlier on your printer. You will also need to create a seperate Assessor Marking Guide for guidelines on gathering evidence and a list of key points for each activity observed using the unit's range statement, required skills and evidence required (see the unit's html page for details)

Self Assessment Survey
A form for students to assess thier current skill levels against each of the unit's performance criteria. Cut and paste into a web document or print and distribute in hard copy.
Moodle Outcomes
Create a csv file of the unit's performance criteria to import into a moodle course as outcomes, ready to associate with each of your assignments. Here's a quick 'how to' for importing these into moodle 2.x
Registered Training Organisations
Trying to find someone to train or assess you? This link lists all the RTOs that are currently registered to deliver BSBMKG401B, 'Profile the market'.
Google Links
links to google searches, with filtering in place to maximise the usefulness of the returned results
Reference books for 'Profile the market' on This online store has a huge range of books, pretty reasonable prices, free delivery in Australia *and* they give a small commission to for every purchase, so go nuts :)

Elements and Performance Criteria



1. Segment the market

1.1. Identify criteria for use in segmenting the market in accordance with the marketing plan

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

1.3. Segment the 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 the target market

2.1. Evaluate approaches to determining and describing the total market for a product or service

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

2.3. Use segment descriptors to describe the target market

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

3. Profile the target audience

3.1. Describe the total market and selected market segments in the form of a consumer profile

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

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

3.4. Describe consumer attitudes to products or services being offered

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

4. Develop a 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 time lines and make appropriate adjustments based on feedback

Qualifications and Skillsets

BSBMKG401B appears in the following qualifications:

  • ICP50410 - Diploma of Printing and Graphic Arts (Management_Sales)
  • PUA42109 - Certificate IV in Public Safety (Intelligence Operations)
  • SIS40410 - Certificate IV in Sport and Recreation
  • CPP40507 - Certificate IV in Property Services (Business Broking)
  • BSB30507 - Certificate III in Business Administration(International Education)
  • BSB41307 - Certificate IV in Marketing
  • BSB40107 - Certificate IV in Advertising
  • BSB40610 - Certificate IV in Business Sales
  • CHC51608 - Diploma of Employment Services
  • PSP40104 - Certificate IV in Government
  • CUS40309 - Certificate IV in Music Business
  • SIT50207 - Diploma of Events
  • SIT60207 - Advanced Diploma of Events
  • SIT40307 - Certificate IV in Hospitality
  • SIT60307 - Advanced Diploma of Hospitality
  • SIT50307 - Diploma of Hospitality
  • SIT40207 - Certificate IV in Tourism
  • SIT50409 - Diploma of Holiday Parks and Resorts
  • SIT50107 - Diploma of Tourism

And the skillsets: