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.
Information on the market or market segment may include:
customer segments such as:
active customers
inactive customers
former customers
demographics
existing product usage
lifestyle
non-customer segments such as:
core prospects
non-core prospects
social and cultural factors
values or attitude factors
Marketing may include:
business-to-consumer marketing
business-to-business marketing
direct marketing
ideas marketing
marketing of goods
public sector marketing
services marketing
telemarketing
Individual influences may include:
attitudes
beliefs
learning
past experience
perception
personality
self-image
Social influences may include:
culture
family background
family decision-maker/s
social class
socioeconomic factors
Lifestyle influences may include:
aspirations
interests
leisure activities
Consumer responses may include:
average order value
preferred frequency of contact
preferred medium of contact
preferred medium of response
preferred order size
preferred price point for typical purchase
preferred range of options within a single offer
Organisational behaviour may include:
contract buying
group decision making
modified re-purchase
new purchases
re-purchase
Legal and ethical obligations may include:
codes of practice
cultural expectations and influences
ethical principles
relevant legislation
policies and guidelines
regulations
social responsibilities such as:
protection of children
environmental issues
societal expectations

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:
documenting and presenting an analysis of consumer behaviour including recommendations on what marketing strategies should be developed to influence consumers to be more inclined to purchase a product or service
knowledge of relevant legislation.
Context of and specific resources for assessment
Assessment must ensure:
access to office equipment and resources
access to past marketing performance review documents.
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 containing analysis of consumer behaviour and recommendations
demonstration of techniques to analyse consumer behaviour
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 of analysis conducted and resulting recommendations
oral or written questioning to assess knowledge and understanding
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
other marketing units.