Unit of competency Outline

Date retreived
22/07/2026 3:33 AM AWST

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Analyse consumer behaviour

Analyse consumer behaviour

Unit of competency
National Code
BSBMKG435
State Code
OCF58
TGA Status
Current
DTWD Status
Approved
Current Release Number
1.00
Current Release Date
19/10/2020
View on TGA
State Implementation and Classification
Approved Date
16/03/2021
Field of Education
080505 - Marketing
Original Release Date
16/03/2021
Nominal Hours
55
Description
This unit describes the skills and knowledge required to analyse consumer behaviour for markets and specific needs.The unit applies to individuals who need to analyse consumer behaviour to examine factors that impact on decisions to purchase products or services. They conduct a thorough analysis of consumer attitudes and behaviour and make recommendations on marketing strategies to increase consumption of the product or service being marketed.No licensing, legislative or certification requirements apply to this unit at the time of publication.
Notes
Elements and Performance Criteria
1. Evaluate drivers of consumer behaviour
  • 1.1 Source information on market for a product or service according to marketing plan
  • 1.2 Identify consumer attributes for market from market profile and existing customer data
  • 1.3 Identify and compare features of product or service according to marketing plan
  • 1.4 Investigate consumer need for the product or service through analysis of trends and past performance, where possible
2. Evaluate reasons for existing levels of consumer interest
  • 2.1 Analyse consumer responses to previous marketing communications
  • 2.2 Review relevant data and determine consumer digital footprints, engagement journeys and expectations
  • 2.3 Assess organisational capability and respond to consumer demand for products or services
3. Recommend marketing focus
  • 3.1 Outline how influences on consumer behaviour will be used to target effective marketing strategies and present a rationale for marketing focus
  • 3.2 Clarify the role of the consumer in the digital marketing environment and model engagement conversations and interventions
  • 3.3 Confirm focus of appeal meets legal and ethical obligations and budgetary requirements of marketing plan
No information
No information
Replaces
State Code National Code Title Type
AWF88 BSBMKG419 Analyse consumer behaviour Unit of competency