Elements and Performance Criteria

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, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Statistical analysis may include:
conversion rate of leads to sales
measures of central tendency particularly for such things as:
average order value
average response rate
measures of dispersion
nature and degree of relationship between variables
net response rate
normal distribution probability curve
sampling
time series analysis such as:
speed of response curve
recency or frequency grids
lifetime value of customers
net present value of customers
Data may include:
charts
curves
graphs
spreadsheets
Market trends and developments may include:
changes in technology
changes in supplier prices
demographic trends
ecological and environmental trends
economic trends (local, regional, national, international)
government activities e.g. interest rates, deregulation
industrial trends
penetration of new technologies
social and cultural factors
Measures of central tendency or dispersion and correlations may include:
cross-tabulations for grouped or ungrouped data
mean
median
mode
Z, T and chi square tests
Sets of data may include:
geodemographic segmentations available from proprietary suppliers such as:
ACORN
MOSAIC
PRIZM
segmentation by customer lists such as:
average order value by units or dollars
geography
lifetime value by units, dollars and transactions
recency and frequency or response/purchase
segmentation of the prospect list by:
demographic match with customers
geographic match with customers
psychographic match with customers
Comparative market information may include:
best practice information
books and articles, including:
academic
business
general
industry
brochures
direct mail packages
documentaries and interviews on broadcast media
inter-firm comparison data
international benchmarking
internet
public or proprietary research
speeches
Performance of existing and potential competitors may include:
comparisons about:
corporate share price
market share
number of customers
profitability
sales in units or dollars
Opportunities may include:
alliances
cooperative ventures
exports
extending, expanding or otherwise changing an existing business through:
increasing customer numbers
increasing average order value
increasing lifetime value of the customer
reducing costs of marketing
improving current products/services
developing new distribution channels
franchising
joint ventures
new products or services for existing markets
new products or services for new markets
potential for greater penetration of existing markets with existing products or services
strategic alliances
Threats may include:
new competitor entering the market
new products or services being launched by existing competitors
increased number of inactive customers resulting in reduced average lifetime
reduced average order value resulting in reduced average lifetime value
Forecasting techniques may include:
Delphi techniques
model building
projection
scenario planning
surveys of intentions
top-down forecasting bottom-up forecasting

EVIDENCE GUIDE
The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
applying a range of statistical techniques to analyse market trends and developments, current marketing performance and comparative market information
documenting analysis of market data including visual presentation of findings.
Context of and specific resources for assessment
Assessment must ensure:
access to office equipment and resources.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
analysis of responses to case studies and scenarios
assessment of written reports presenting findings of statistical analysis
demonstration of statistical and forecasting techniques in the workplace
direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
observation of presentations
oral or written questioning
review of authenticated documents from the workplace or training environment
review of testimony from team members, colleagues, supervisors or managers.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
BSBMKG401B Profile the market
BSBMKG402B Analyse consumer behaviour for specific markets
BSBMKG501B Identify and evaluate marketing opportunities.