Unit of competency Outline

Date retreived
22/07/2026 2:37 PM AWST

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Conduct market profiling

Conduct market profiling

Unit of competency
National Code
DEFDPA003
State Code
BBC93
TGA Status
Current
DTWD Status
Approved
Current Release Number
2.00
Current Release Date
14/04/2025
View on TGA
State Implementation and Classification
Approved Date
21/02/2018
Field of Education
080505 - Marketing
Original Release Date
21/02/2018
Nominal Hours
0
Description
This unit specifies the skills and knowledge required to conduct market profiling to support public affairs activities.It includes segmenting the market to identify the target market and profiling the target audience to develop a positioning strategy.This unit applies to Defence public affairs personnel, but it could apply to any personnel who work in this field.The skills and knowledge described in this unit must be applied within the legislative, regulatory and policy environment in which they are carried out. Organisational policies and procedures must be consulted and adhered to.Persons undertaking this unit work independently or as part of a team and perform specific tasks in familiar contexts. No licensing, legislative or certification requirements apply to this unit at the time of publication.
Notes
Elements and Performance Criteria
1 Segment the market
  • 1.1 Identify criteria to use in segmenting the market in accordance with the marketing/media plan
  • 1.2 Access sources of information for segmenting and profiling markets in accordance with the marketing/media plan
  • 1.3 Segment the market in accordance with identified criteria
  • 1.4 Review market segments for their usefulness in terms of size, potential, distinctive needs, easy identification of members, and/or distinctive media use patterns
2 Identify the target market
  • 2.1 Define the target market in terms of the stakeholders to be included as prospective users of a product or service, and in terms of the selected market segment/s
  • 2.2 Explain the target market segments
  • 2.3 Identify available strategic options and select the targeting strategy in accordance with operational policy and procedures
3 Profile target audience
  • 3.1 Outline the total market and the selected market segment/s in the form of a stakeholder profile
  • 3.2 Use demographic and/or psychographic profiles in accordance with the requirements of the marketing/media plan
  • 3.3 Apply language, format, content and level of detail so that the profile is consistent with organisational requirements
4 Develop a positioning strategy
  • 4.1 Identify a viable positioning strategy
  • 4.2 Draft a marketing/positioning plan that aligns strategy with stakeholder profile
  • 4.3 Consult with organisational stakeholders to ensure strategy aligns with organisational goals/mission
No information
No information
Replaces
State Code National Code Title Type
AVV50 DEFPA003 Conduct market profiling Unit of competency
State Code National Code Title Type
CDU5 DEF40117 Certificate IV in Defence Public Affairs Qualification
BMF3 DEF50525 Diploma of Defence Public Affairs Qualification