Unit of competency Outline
Date retreived
22/07/2026 8:11 AM AWST
22/07/2026 8:11 AM AWST
Whilst all efforts are made to provide accurate and timely information from the relevant source/documentation, please be aware that the information supplied may not be the most current version. The accuracy of the detail has not been confirmed by the Department and therefore should not be relied upon without first confirming the contents.
Profile the market
Profile the market
Unit of competency
National Code
BSBMKG401
BSBMKG401
State Code
AUH38
AUH38
TGA Status
Replaced
Replaced
DTWD Status
Replaced
Replaced
State Implementation and Classification
Approved Date
15/09/2015
Field of Education
080505 - Marketing
Original Release Date
15/09/2015
Nominal Hours
40
Description
This unit describes the skills and knowledge required to profile a target market or market segments in accordance with a marketing plan and to develop market positioning strategies.It applies to individuals working in a variety of marketing communications occupational roles who have responsibility for a range of tasks involving analysis and planning.No licensing, legislative or certification requirements apply to this unit at the time of publication.
Notes
Elements and Performance Criteria
1. Segment market
- 1.1 Identify criteria for use in segmenting market in accordance with marketing plan
- 1.2 Identify and access sources of information for segmenting and profiling markets in accordance with marketing plan
- 1.3 Segment 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 target market
- 2.1 Evaluate approaches to determining and describing total market for a product or service
- 2.2 Define target market in terms of consumers to be included as prospective users of a product or service, and selected market segments
- 2.3 Use segment descriptors to describe target market
- 2.4 Identify available strategic marketing options and select targeting strategies that best meet requirements of the marketing plan
3. Profile target audience
- 3.1 Describe total market and selected market segments using a consumer profile
- 3.2 Identify consumer characteristics in standard statistical terms and/or descriptive terms used in media selection in consumer profile
- 3.3 Use demographic and/or psychographic descriptions in consumer profile in accordance with requirements of the marketing plan
- 3.4 Describe consumer attitudes to products or services being offered
- 3.5 Ensure profile meets organisational requirements of language, format, content and level of detail
4. Develop 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 timelines and make appropriate adjustments based on feedback
No information
No information
Replaces
| State Code | National Code | Title | Type |
|---|---|---|---|
| D0855 | BSBMKG401B | Profile the market | Unit of competency |
Replaced By
| State Code | National Code | Title | Type |
|---|---|---|---|
| OCF62 | BSBMKG431 | Assess marketing opportunities | Unit of competency |