Application

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.

What You'll Learn

Assessment Requirements

Performance Evidence

The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:
• analyse the behaviour of two different consumer types.

Knowledge Evidence

The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:
• industry, product and service knowledge for analysis of consumer behaviour
• marketing communication concepts and processes
• current digital channels relevant to the business and consumer
• objectives of marketing strategy including:
• addressing innate and acquired needs of consumers
• appealing to motives that influence decision-making
• organisational structures, procedures and marketing objectives.

Assessment Conditions

Skills in this unit must be demonstrated in a workplace or simulated environment where the conditions are typical of those in a working environment in this industry.
This includes access to:
• legislation and regulations relevant to business consumer behaviour
• workplace documentation and resources relevant to consumer behaviour analysis
• software and technology for consumer behaviour analysis.
Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.

Foundation Skills

• {'skill': 'Reading', 'description': 'Interprets and analyses text from a range of sources to identify relevant and key information'}
• {'skill': 'Writing', 'description': 'Prepares strategic business documentation incorporating appropriate vocabulary, grammatical structure and conventions appropriate to purpose and audience'}
• {'skill': 'Oral Communication', 'description': 'Gathers information through active listening and questioning; Presents information using suitable words and non-verbal features'}
• {'skill': 'Numeracy', 'description': 'Uses mathematical skills and techniques to interpret and process data and analyse trends'}
• {'skill': 'Self-management', 'description': 'Complies with implicit and explicit organisational procedures and processes; Adheres to ethical, legal and regulatory responsibilities relevant to own work context'}
• {'skill': 'Teamwork', 'description': 'Selects and applies appropriate form and mode of communication for a specific purpose and audience'}
• {'skill': 'Planning and organising', 'description': 'Develops plans to manage relatively complex tasks with an awareness of how they may contribute to longer-term operational and strategic goals; Makes decisions by systematically analysing information, identifying and evaluating options against set criteria, and choosing most appropriate option'}
• {'skill': 'Technology', 'description': 'Uses a range of digital tools to access data, and to extract, organise, integrate and share relevant information'}

Related Units

• BSBLEG534 — Take instructions in a legal services environment
  Same training package
• BSBMKG439 — Develop and apply knowledge of communications industry
  Same training package
• BSBMKG551 — Create multiplatform advertisements for mass media
  Same training package
• BSBOPS404 — Implement customer service strategies
  Same training package
• BSBESB405 — Manage compliance for small businesses
  Same training package
• BSBLDR413 — Lead effective workplace relationships
  Same training package