Unit of competency Outline

Date retreived
21/07/2026 11:21 PM AWST

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Conduct market profiling

Conduct market profiling

Unit of competency
National Code
DEFPA003
State Code
AVV50
TGA Status
Replaced
DTWD Status
Replaced
Current Release Number
1.00
Current Release Date
24/01/2013
View on TGA
State Implementation and Classification
Approved Date
Field of Education
080505 - Marketing
Original Release Date
Nominal Hours
0
Description
This unit covers the competency required to conduct market profiling to support public affairs activities It includes segmenting the market, the selection of targeting strategies and tactics, the profiling of a target or target segments and the development of positioning strategies and implementation activities. No licensing, legislative, regulatory or certification requirements apply to this unit at the time of publication. In a Defence context, this means that there is no civilian need to hold this unit in order to meet licensing, legislative, regulatory or certification requirements.
Notes
Elements and Performance Criteria
1. Segment the market
  • 1.1 Criteria to use insegmenting the market are identified in accordance with the marketing/media plan.
  • 1.2 Sources of information for segmenting and profiling markets are identified and accessed in accordance with the marketing/media plan.
  • 1.3 The market is segmented in accordance with the selected criteria.
  • 1.4 Market segments are reviewed for their usefulness in terms of size, potential, distinctive needs, easy identification of members, and/or distinctive media use patterns.
  • 1.5 Market segment/s are selected to meet the requirements of the marketing/media plan.
2. Identify the target market
  • 2.1 Approaches to determining and describing the total market are evaluated and chosen.
  • 2.2 The target market is defined 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.
  • 2.3 Descriptions of the target market use segment descriptors.
  • 2.4 Available strategic options are identified and the targeting strategy that best meets the requirements of the marketing/media plan is selected.
3. Profile target audience
  • 3.1 The total market and the selected market segment/s are described in the form of a stakeholder profile.
  • 3.2 Demographic and /or psychographic descriptions are used in the stakeholder profile in accordance with the requirements of the marketing/media plan.
  • 3.3 The profile meets organisational requirements in terms of language, format, content and level of detail.
4. Develop a positioning strategy
  • 4.1 Available positioning strategies are identified and a strategy is chosen to meet media requirements and the stakeholder profile.
  • 4.2 A positioning implementation plan is written in accordance with organisational requirements
The Range Statement relates to the Unit of Competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording in the Performance Criteria is detailed below.
Criteria to use insegmenting the market may include
stakeholder needs
benefits desired
service usage
attitude
demographics
lifestyle
social and cultural factors
business characteristics
Sources of information may include
industry sources
existing research data
original and prior research (where the market segments are assumed at the beginning and research is used to confirm them)
Stakeholders may include
individuals
businesses
media
services
clients
audience
Targeting strategy may include
market share
ease of entry
growth considerations
differentiation and segmentation
niche markets
concentrated, differentiated and mass strategies
Demographic descriptions may include
date and place of birth
sex
nationality
indigenous Australian
education
occupation
marital status
first language
other languages spoken at home
number and age of children
income level
disability
Psychographic descriptions may include
activities
interests
opinions
values
attitudes
lifestyle
Positioning strategies may include
image perceptions
prestige and exclusive positioning
conspicuous positioning
service positioning
value positioning
market leader positions
market follower positions
repositioning
competitive positioning
Media may include
print (local, community, daily newspapers, magazines)
television (live or pre-recorded)
radio (live or pre-recorded)
social media
The evidence guide provides advice on assessment and must be read in conjunction with the Performance Criteria, Required Skills and Knowledge, the Range Statement and the Assessment Guidelines for this Training Package.
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Assessment must confirm the ability toprovide a Profile that contains rationale and supporting information
Consistency in performance
Competency should be demonstrated over time and should be observed in a range of actual or simulated work contexts.
Context of and specific resources for assessment
Context of assessment
Competency should be assessed in the workplace or under conditions that accurately simulate a realistic workplace in accordance with all relevant legislation and organisation requirements.
Evidence should be gathered while observing the individual profile the market. The application of communication ethics that are relevant to the audience and organisation are to be observed.
Specific resources for assessment
Access is required to relevant standards, policy and instructions related to public affairs.
Replaced By
State Code National Code Title Type
BBC93 DEFDPA003 Conduct market profiling Unit of competency
No information