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Greenwich English College *
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Marketing
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May 19, 2024
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ASSESSMENT
Task 2
BSBMKG435 Analyse consumer
behaviour
This unit forms part of the following qualification:
BSB40820 Certificate IV in Marketing and Communication
Contents
Introduction
3
Assessment Task 2: Project
4
Introduction
The assessment tasks for BSBMKG435 Analyse consumer behaviour are outlined in the
assessment plan below. These tasks have been designed to help you demonstrate the
skills and knowledge that you have learnt during your course. Please ensure that you read the instructions provided with these tasks carefully. You
should also follow the advice provided in the Business Works Student User Guide
. The
Student User Guide provides important information for you relating to completing
assessment successfully.
Assessment for this unit
BSBMKG435 Analyse consumer behaviour describes the skills and knowledge required
effectively develop social media engagement plans with a preferred target audience.
For you to be assessed as competent, you must successfully complete two assessment
tasks:
●
Assessment Task 1: Knowledge questions – You must answer all questions correctly.
●
Assessment Task 2: Project – You must work through a range of activities and
complete a project portfolio. BSBMKG435 Assessment 2 - Laneway Education Pty Ltd ABN: 91 607 441 412, RTO No: 41504, CRICOS CODE: 106195C Last updated 30/08/2022
Page 3 of 36
Assessment Task 2: Project
Information for students
In this task, you are required to demonstrate your skills and knowledge by working
through a number of activities and completing and submitting a project portfolio.
You will need access to:
●
your learning resources and other information for reference ●
Project Portfolio template
●
Simulation Pack (if you need a case study)
●
Tourism Trends
.
Ensure that you:
●
review the advice to students regarding responding to written tasks in the
Business Works Student User Guide
●
comply with the due date for assessment which your assessor will provide
●
answer all questions completely and correctly ●
submit work which is original and, where necessary, properly referenced
●
submit a completed cover sheet with your work
●
avoid sharing your answers with other students.
Assessment information
Information about how you should complete this assessment can be found
in Appendix A of the Business Works Student User Guide
.
Refer to the
appendix for information on:
●
where this task should be completed
●
how your assessment should be submitted.
Note
: You must complete and submit an assessment cover sheet with your
work. A template is provided in Appendix B of the Student User Guide. BSBMKG435 Assessment 2 - Laneway Education Pty Ltd ABN: 91 607 441 412, RTO No: 41504, CRICOS CODE: 106195C Last updated 30/08/2022
Page 4 of 36
i
Activities
Complete the following activities:
1.
Carefully read the following:
This project requires you to analyse the behaviour of two different
consumer types in order to understand the factors that impact on
decisions to purchase a product or service.
As part of the assessment you, you will:
●
evaluate the drivers of consumer behaviour
●
evaluate the reasons for existing levels of consumer interest
●
recommend a marketing focus.
Vocational education and training is all about gaining and developing
practical skills that are industry relevant and that can help you to succeed
in your chosen career. To complete this assessment, you will conduct a thorough analysis of
consumer attitudes and behaviour and recommend a marketing focus to
increase the consumption of the product or service being marketed. If you are using the case study provided, you will find the information you
need to complete the assessment, in the Simulation Pack.
You will need access to the relevant legislation (this may be legislation
relevant to a retail, government or business consumer type, etc.),
regulations, workplace documentation and resources relevant to
consumer behaviour analysis. You will also need time-series data (containing at least 3 consecutive data
time points) to analyse trends and past performance to analyse consumer
data.
In addition to this, you will need to analyse consumer responses to
previous marketing communications, so you should ensure that you have
enough data available. Take a look at the requirements in your Project
Portfolio for more information. You will be collecting evidence for this unit in a Project Portfolio. The
steps you need to take are outlined below. 2.
Preparation
BSBMKG435 Assessment 2 - Laneway Education Pty Ltd ABN: 91 607 441 412, RTO No: 41504, CRICOS CODE: 106195C Last updated 30/08/2022
Page 5 of 36
Make sure you are familiar with the business you are basing this
assessment on and have read through the necessary background
information. For the case study business, this is all of the documents
included in the Simulation Pack. Supporting documentation and consumer types approved by your
assessor.
Complete Page 4 of your Project Portfolio
for this unit. Read through the requirements of Section 1, 2 and 3 of your Project
Portfolio
.
3.
Gather information on the market
You are required to collect information about the market for a product
/service according to the marketing plan of the business you are basing
your assessment on. If you are using the case study, you will use the
information supplied in the Simulation Pack.
Complete Section 1
of your Project Portfolio
. To do this, you need to:
●
Use the business’ marketing plan to identify the market for the
product/service you are basing the project on.
●
Identify the market segments according to the marketing plan
●
Identify two different types of consumers that are likely to purchase
this product or service.
●
For each consumer type, identify and outline
o
the size of the market o
the relevant marketing objectives ●
the consumer attributes, using market profile information and any
sources of existing customer data available to you (this may be
demographics, psychographics, buying behaviour, etc.).
4.
Compare the current product/service offering to the marketing plan Compare the current product/service offering to the marketing plan
involving a group of at least three individuals, each group representing a
consumer type. If you are using the case study you will interview each consumer type,
asking them about their experience with the product/service (for
example, whether they would rate the accommodation as 5-star, whether
staff at the hotel speak Mandarin, etc.). Use the product features outlined
in the marketing plan to guide your questioning. Your assessor and any
BSBMKG435 Assessment 2 - Laneway Education Pty Ltd ABN: 91 607 441 412, RTO No: 41504, CRICOS CODE: 106195C Last updated 30/08/2022
Page 6 of 36
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