ASSESSMENT COVER SHEET
STUDENT DETAILS / DECLARATION:
Course Name: BSB40215 Certificate IV in Business
Unit / Subject Name: BSBMKG401 Profile the market
Trainer’s Name: Assessment No: MKG401#2019.05
I declare that: o I fully understand the context and purpose of this assessment.
o I am fully aware of the competency standard/criteria against which I will be assessed.
o I have been given fair notice of the date, time and venue for the assessment.
o I am aware of the resources I need and how the assessment will be conducted.
o I have had the appeals process and confidentiality explained to me.
o I agree that I am ready to be assessed and that all written work is my own.
Student Name: Student ID:
Student’s Signature: Submission Date:
ASSESSOR USE ONLY: (ACADEMIC DEPARTMENT)
Result: o First submission: o Satisfactory o Not Satisfactory
o Re-submission: (Attempt ___ ) o Satisfactory o Not Satisfactory
Assessor’s Feedback:
Trainer/Assessor Declaration: I declare that I have conducted a fair, valid, reliable and flexible assessment with this student, and I have provided appropriate feedback.
Assessor Signature: Date:
ASSESSMENT SUBMISSION RECEIPT: (CAN BE COMPLETED BY ANY DEPARTMENT.)
It is student’s responsibility to keep the assessment submission receipt as a proof of submission of assessment tasks.
Student Name: Student ID:
Unit / Subject Code: BSBMKG401 Profile the market Assessment No: MKG401#2019.05
Staff Name: Signature:
Introduction
Welcome to the Student Assessment and Guide on unit BSBMKG401 for this course. This information provides an overview for your learning.
The assessment process is a streamlined process which does not always rely solely on documentary evidence. It uses a combination of practical assessment and supporting evidence to provide verification of the candidate’s competence.
This Student Assessment document includes 1 unit as set out below:
BSBMKG401 Profile the market
Unit Sector Business Development – Marketing
Application 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.
Competency-based Assessments
Competency-based assessment is the process of collecting evidence and making judgments about whether or not the student has the knowledge and skills to meet the performance criteria required for competency.
With this type of assessment, the student will be given more than one opportunity to gain competency. The student will be provided feedback from their trainer as required to assist with learning outcomes, this assessment and the holistic qualification process.

Submitting assessments
All assessments must be submitted in Microsoft Word format to your trainer electronically via email or other agreed electronic methods. It is suggested that you copy to your working device, a working document of this Student Assessment & Guide to use for your assessment progress and ensure that all work is saved regularly.
Please complete your answers by setting your responses below each question or task. Do not remove the actual questions. Keep questions and answers together in each assessment task section.
All attachments of supporting documentation such as Excel Spreadsheets, Power Point’s or any supporting documentation should also be attached along with your assessment submission electronically via email.
It is also the responsibility of the student to retain a copy of their own assessment.
Referencing & Plagiarism
When you use information in your assignments from external sources, such as internet articles, text books or journals, you will need to source where you found the information. If you directly use work from other sources without referencing where you found the source, you may be plagiarising. Plagiarism is very serious as it is stealing words from another source, and claiming it as your own work. Therefore, please reference your sources outside of what is provided in the learning materials of this course. Plagiarism may include:
• Copying work from a text or source of information without referencing
• Copying another student’s work
Learning Resources
Relevant learning resources will be provided to the student from your trainer upon enrolment and/or upon the commencement of each unit.
These may be in a variety of forms such as training presentations, reading, videos, workbooks, case studies, website links, references and activities related to the unit topic. These are materials that should be used to provide further knowledge to the student. They will assist with a combination of reference points and examples.
You may also source supplementary materials if required, such as on the job resources.
Additionally, we recommend further reading, internet research and exploration relevant to your own specific requirements to support the concepts that may assist with industry contextualisation.

Website Links
Anti-discrimination legislation (principles of equal opportunity, equity and diversity)
http://www.antidiscrimination.gov.au/Pages/default.aspx
Ethical principles
http://www.aana.com.au/codes.html
Australian Direct Marketing Association (ADMA)
http://www.adma.com.au/
Direct Marketing Code of Practice
http://www.adma.com.au/comply/code-of-practice/
Privacy Laws
http://www.oaic.gov.au/privacy/privacy-act/the-privacy-act
Important changes to the Privacy Act 1988 commence on 12 March 2014:
http://www.oaic.gov.au/
Australian Bureau of Statistics
http://www.abs.gov.au/
Australian Marketing Institute
http://www.ami.org.au/

Assessment and Observation Checklist
These assessment tasks are set as assessments to demonstrate the student’s ability of the core competencies of each unit.
This observation checklist tool is designed to guide the Assessor directly or through a Third Party; to observe the student in a workplace or simulated workplace situation, proving the student’s ability to conduct the specific tasks and the foundation skills required for recognition of competency in the particular areas listed.
Assessor’s instructions
Each Assessment if made up of 4 Parts
Part 1:
Evaluation You are required to answer each question with short answers.
Part 2:
Case Study Read the Case Study or Business Study provided and answer the questions that follow in relation to the information provided and your acquired knowledge.
Part 3:
Project Task Nominate a business of your choice. This may be a business that you own, manage or currently work in. Alternatively, you may use a business that you have an interest in or a theoretical business.
Any company information used in this assessment will be held in confidence.
• Relate the questions directly to that business scenario
• You may also use this nominated business in the other assessments
• Please provide any relevant references e.g. website link, brochures, supporting documentation
• A PowerPoint presentation, spread sheet or supporting evidence may be required in this section as stipulated.
Part 4:
Observation Checklist This is to be completed to demonstrate practical application.
References:
Students should provide any specific referenced material in an electronic format, e.g. scanned brochures, images, website links, PDF or JPEG files.


Assessment
Module BSBMKG401B Profile the market
Part 1: Evaluation
You are required to answer each question with short answers.
1. In relation to market segmentation, list two types of criteria that you would use in the segmentation process in accordance with the marketing plan to meet marketing objectives. Identify the sources of information that you would use to assist in this process.
2. List 5 key criteria when describing demographics.
3. Describe why it is important for marketers to understand the psychographic and behaviour of their target audience.

Part 2: Case Study
Read the Australian Tourist Commission Case Study and answer the questions that follow in relation to the information provided and your acquired knowledge.
Introduction
In recent years, Australia has become an increasingly desirable holiday destination for UK travellers due to its diversity as a travel destination, beaches, outback, rainforests, city lifestyle and adventure. This is also the result of cheap flights and the strength of the £ sterling against the Australian dollar; more than 50% of all European arrivals are from the UK. In addition the UK is the third largest source market for visitors to Australia behind Japan and New Zealand. This influx of visitors from overseas has greatly benefited the Australian economy.
Inbound tourism is an important export industry for Australia that generates more than
a quarter of a million jobs. In fact it is Australia’s fourth largest earner of foreign exchange dollars and represents 11.2% of total export earnings from the 5 million international visitors in the June 2001 financial year. Every billion dollars in tourism export earnings creates 11,367 jobs and export earnings is expected to grow to 30.8 billion in 2008-9.
In the last year, the Australian High Commission has issued just under 40,000 working holiday visas to the UK market (the backpacker market represents more than 100,000 visitors). The working holiday scheme aims to provide opportunities for young people (18-30) to holiday in Australia for up to a year while supplementing their funds through work. Australia is a desirable country to both live and work (no language problems for the UK traveller) and a working visa provides a perfect opportunity to combine travelling with working. Key trade partners have introduced visa processing services along with job contacts and advisory services to encourage backpackers to make use of the opportunity. Australia has many attractions and is one of the world’s best backpacking holiday destinations. The international tourist industry however, is highly competitive and Europeans wishing to travel have many short, medium and long-haul destinations from which to choose. The increasing number of alternative, affordable holiday opportunities on offer represents a considerable, ongoing challenge for the Australian Tourist Commission (ATC).
For countries that depend heavily on tourism for their export earnings and for domestic employment, ‘getting it right’ is critical to their economic wellbeing. It follows from this that marketers of travel and tourism products need to have a good understanding of their customers and must also develop strategies that recognise and take into account the likely response of different consumer groups.
This case study focuses upon the strategies used by the Australian Tourist Commission to win over segments of tourism and travel business. In particular, it looks at how the ATC has developed a strategy for attracting young travellers to Australia.

The Australian Tourist Commission (ATC)
In a competitive environment an organisation needs to have a clear idea of what it is trying to achieve and where it is heading. It can establish a direction for itself by:
• giving itself a mission
• setting a range of objectives.
Setting objectives also establishes targets by which to measure progress. The targets become performance indicators against which success can be assessed eg targets of 3 million visitors a year, each staying on average for at least 10 days, spending on average 1,000 dollars, and with more than half being under 30 years of age.
ATC was established in 1967 to promote Australia as an international tourism destination. ATC’s mission statement says: ‘We promote Australia internationally to create a sustainable advantage for our tourism industry, for the benefit of all Australians.’ Two of ATC’s principal objectives are to:
• increase the number of visitors to Australia from overseas
• maximise the benefits to Australia from overseas visitors.
To meet these objectives, the ATC provides a range of services, including:
• helping travellers to plan their trip to Australia through the provision of destination information
• helping businesses to co-operate in mutually supportive tourist ventures
• working with a range of partners to convert strong interest levels in visiting Australia into actual travel decisions
Market Segmentation
It is generally recognised that marketers cannot develop strategies that appeal to all buyers in all markets: a broad sweep to catch all does not work. This is because buyers have different characteristics and needs as well as different ways of going about buying. Rather than trying to compete within an entire market in a broad, unfocused way, organisations have to recognise and identify those market segments that they can best serve. To do this, they need to understand:
• the nature, attributes and appeal of their own product(s)
• the buying behaviour of their customers (length of stay, money to spend on travel)
• potential size of their market.
They must then develop sophisticated marketing strategies that are carefully aimed at targeted groups of consumers. There are three main phases involved in serving a distinct market:
Phase 1: SEGMENTATION
Phase 2: TARGETING
Phase 3: POSITIONING

Segmentation
ATC has maximised the efficiency of its marketing efforts by breaking up the travel market into specific market segments, including:
• independent adventurers aged 25-34 (primary market)
• young independent travellers (YIT’s) aged 18-24 (secondary market)
• independent adventurers aged 45-65.
For the purpose of this study, we will focus on the young independent travellers (YIT’s).
Targeting
An efficient marketing mix targets certain segments and then devises a specific package for each segment. For example, YIT’s are typically single students who make their own travel arrangements. Many are on a ‘gap year’ and travel either on their own or with friends. YIT’s see themselves as travellers seeking experiences rather than as tourists seeing sights opting for low-price products, including hostel accommodation, bus passes, sporting activities, adventure and an immersion in the -fun- Australian lifestyle and people.
Positioning
Positioning involves using the marketing mix in a way that takes into account the thoughts and perceptions of consumers when placing the product in a particular segment of the market. In this instance, the product is Australia and the market is all travel experiences and opportunities open to YIT’s.
Traditionally, they were perceived to have less funds for travel and would book their ground arrangements in Australia. This is beginning to change, with major tour operator partners in the United Kingdom enticing the YIT’s to book before they leave.
The UK positioning statement for Australia seeks to give the Australian experience a unique position in a clearly defined market. It aims to develop communications and activities that are consistent with the perception that: ‘a holiday in Australia offers the LIBERATION of an OPEN OUTDOOR LIFESTYLE and OPTIMISTIC attitude to life. It is a LAND of NATURAL WONDERS and UNSPOILT WIDE-OPEN SPACES’
Meeting the needs of younger travellers
The marketer’s job is to understand consumers’ attitudes towards products and to translate their positive support or interest into some form of action. When trying to convert consumers’ expressed interest in visiting Australia into actual visitation, the starting point is to understand the behaviour of targeted consumers. For example, European long-haul travellers view Australia as a good opportunity for individual experiences that the mass tourist destinations of the Mediterranean cannot provide.
European travelers also look for novel experiences in unfamiliar environments and amid different cultures. Australia’s appeal is strongly driven by people’s perceptions of the open and outdoor lifestyle, as well as by its natural beauty and space. Younger travellers look for a sense of adventure and are attracted to the more challenging and active elements such as snorkeling, surfing, white water rafting and bungee jumping. They will look to immerse themselves in the experiences and life-styles of Australians and they are attracted as much by the potential experience as by the prospect of visiting the main tourist areas.
Australia is perceived as a safe destination for first time travellers but still has the adventure based element which is one of the primary motivators for this target market. The ATC’s marketing strategy involves both trade marketing to organisations as well as consumer marketing directly to travellers. For example, the ATC works closely with tour operators.
(eg STA, USIT, Trailfinders), with airlines (eg Qantas and Singapore Airlines) and with other organisations that are seeking to tap into the Australian market based in the UK. In developing these opportunities, the ATC produces a couple of key consumer publications that are the main tool for providing information to the consumer. These are the annual Travellers Guide and a consumer website, australia.com. The ATC also participates in trade events and provides regular newsletters for industry partners. Much of this communication is now done through web based activity via their corporate website www.atc.australia.com
Brand Australia
The Brand Australia campaign has been launched across the major markets of Europe. Branding supports the positioning process. It uses a range of features that help consumers to identify and develop perceptions about a range of products which convey a series of attributes, benefits, values and promises.
The essence of the Brand Holiday Australia strategy was to identify the brand with being ‘naturally free-spirited’. The brand is conveyed as being:
• free-spirited
• colourful
• optimistic.
The values of the brand help to show what it stands for and what it believes in. Brand Holiday Australia promotes three virtuous images, conveying the idea that Australia and Australians are:
• genuine
• open
• unpretentious.
These positive images are then linked to tangible product benefits (eg safe adventure, the awe inspiring feeling of vast landscapes) as well as to a range of brand attributes, the ease of experiencing the landscapes and the open outdoor lifestyle.

Targeting younger travelers
A marketing communicator starts with a clear target audience in mind. Having targeted the youth market, it was important to develop a message that elicited an appropriate response. The aim of the communication process was to encourage young people not just to think about, but to make a decision to go to Australia. With young travellers, the approach was to communicate the aspects of Australia that would most appeal to them:
• innovative - lifestyle, food and wine, culture
• young, vibrant, dynamic - city life
• active and sporty - beaches, trails, surf and sports facilities
• fun-loving - places to party, with festivals and events.
At the same time, it was important to help young people to think about what they do within Australia by highlighting:
• the easiest travel options to move around Australia
• the wide diversity within regions
• the uniqueness of many Australian experiences.
Working holiday visas
Australia’s working holiday maker scheme aims to promote international understanding by allowing young people to experience the culture of another country. It allows young working holiday makers to have an extended holiday by supplementing their incomes through employment. Applications come from those between 18 and 30 without dependent children, and show that the main reason for coming to Australia is for a cultural and social holiday that promotes mutual understanding between Australia and other nations and they intend to supplement their funds with temporary work.
Meeting the objectives
The richness of the Australian experience creates many opportunities for targeting younger travellers. The ATC also received a huge boost with the opportunities presented by images from the Sydney Olympics, the Paralympic Games in 2000 and the millennium celebrations. As a result, there has been a significant growth of Europeans arriving in Australia increasing its market share of international tourism: at the same time, total visitor expenditure by overseas visitors within Australia has increased and this has increased export earnings from tourism as well as the number of people working within the tourism industry.
Conclusion
ATC’s experience in recent years exemplifies the potential rewards that stem from a disciplined and focused approach to marketing. Know your product and its attributes. Identify your potential customers. Determine how best to engage their interest and commitment. It’s a familiar formula, and it works.

Answer these questions in relation to this Australian Tourist Commission Case Study:
1. List the three specific market segments of specific prospective users for the product that were identified in this case study and provide a short explanation for each one on their usefulness in terms of market size, potential, needs and media use.
2. Using the data that was collected and analysed, what considerations were made in relation to the marketing mix for the YIT market?
3. In order to profile the target audience, describe five consumer characteristics, psychographic descriptions and consumer attitudes described of the young target audience in relation to the product being offered.
4. In your opinion and based on the information provided in this case study, what are the benefits for the Australian Tourist Commission in targeting marketing strategies toward young travellers to best meet the needs of their marketing plan objectives.
5. In evaluating approaches to the target audience, how were the brand values of the product conveyed under the ‘Brand Australia’ campaign?

Part 3: Project Task
Nominate a business of your choice to research market segmentation and profile your market:
The business that you choose may be a business that you own, manage or currently work in. Alternatively, you may use a business that you have an interest in or a theoretical business. Any company information used in this assessment will be held in confidence.
• Relate the questions directly to that business scenario
• You may also use this nominated business in the other assessments.
• Please provide any relevant references (e.g. Website, brochures)
• You will be using the same projects for each Task.
You will need to make your presentations by firstly preparing each presentation ready for delivery, then creating PowerPoint slides for each and finally reviewing your presentations.
Please state the day and time of your presentation and include:
• Photo evidence e.g. PowerPoint in the background and the assessor in the photo
• PowerPoint slides e.g. insert screenshots of your slides
Work through the following process:
Task A:
Consider your nominated business and prepare a market segmentation report (1-2 pages) based on the following topics:
In preparation to develop, write and submit a market positioning strategy to meet a targeted consumer profile and a positioning implementation plan, present the following information:
• Identify the target market
• Profile the target audience
• Segment into market segments
Task B:
Develop positioning strategy for one of the market segments you have identified in Task A and write a 1 page plan that you could submit to your supervisor including these key points:
• Identify available positioning strategies and choose a strategy to meet marketing requirements and consumer profile
• Write the plan containing several options, in accordance with organisational requirements
• Specify timelines and allow to make appropriate adjustments based on feedback
Assessor Marking Sheet
Unit: BSBMKG401 Profile the market
Students Name: Date:
Assessor Name:
Criteria – Assessor to observe the learner to know and do S NYS

Part 1 Evaluation
Q1 Listed two types of criteria and identified the sources of information
Q2 Listed five key criteria when describing demographics
Q3 Provided reasons why it is important to understand target audience psychographic and behaviour.
Part 2 Case study
Q1 Listed three market segments and provided an explanation for each segment in terms of market size, potential, needs and media use.
Q2 Provided marketing mix factors to consider.
Q3 Described five characteristics of the target audience e.g. psychographic descriptions and consumer attitudes
Q4 Outlined the benefits for Australian Tourist Commission to target marketing strategies toward young travelers.
Q5 Discussed the brand values of the products for the ‘Brand Australia’ campaign.
Part 3 Project Task
Task A Prepared a market segmentation report (1-2 pages) to identify, profile and segment the target market.
Task B Developed the positioning strategy for one of the market segments e.g. to identify and choose a position strategy, specify timelines and make adjustments based on feedback.
Assessor’s signature ____________________________ Date: ___________________

Oral Communication Checklist
Unit: BSBMKG401 Profile the market
Students Name: Date:
Assessor Name:
Grading – 1 Excellent 2 Satisfactory 3 Needs support 1 2 3

Provided clear topic and structure e.g. presentation was well prepared.
Comments:
Presented useful information and displayed knowledge of the topic.
Comments:
Used appropriate body language and connected with the audience.
Comments:
Projected voice with appropriate volume, clarity, pronunciation and intonation.
Comments:
Presentation was well-timed to allow the audience to ask questions and discuss issues.
Comments:
Trainer Comments e.g. feedback on the knowledge and skills demonstrated and suggestions to address gaps in competency.

Assessor’s signature ____________________________ Date: ___________________
Foundation Skills Checklist
Unit: BSBMKG401 Profile the market
Students Name: Date:
Assessor Name:
Foundation Skills & Assessment Requirements (please tick) S NYS
Gathers, interprets and analyses a variety of textual information from a range of sources to identify relevant and key information
Prepares strategic business documentation incorporating appropriate vocabulary, grammatical structure and conventions appropriate to text and audience
Uses mathematical skills to interpret and process data and statistical information
Adheres to implicit and explicit organisational goals, policies and procedures
Selects appropriate form, channel and mode of communication for a specific purpose relevant to own role
Develops and implements plans to manage relatively complex, non-routine tasks with an awareness of how they contribute to organisational goals

Makes decisions by systematically analysing information, identifying and evaluating options against set criteria, and choosing most appropriate option
Foundation Skills & Assessment Requirements (please tick) Yes No
Performance Evidence
Evidence of the ability to:
• develop a market positioning strategy that documents market segmentation, consumer profiling, targeting and strategies relevant to a product or service being offered to the marketplace.

Assessor’s signature ____________________________ Date: ___________________
Foundation Skills & Assessment Requirements (please tick) Yes No
Knowledge Evidence
To complete the unit requirements safely and effectively, the individual must:
• identify relevant information relating to the Australian Marketing Institute Code of Professional Conduct
• outline requirements of legislation affecting marketing roles
• explain data collection and analysis techniques
• outline relevant industry knowledge including:
• components of marketing mix
• elements of marketing planning
• explain marketing communications concepts and processes
• identify organisational structures, roles, responsibilities, business and marketing plans
• demonstrate knowledge of relevant product and service standards and best practice models
• outline relevant statistical terms used by the Australian Bureau of Statistics
Assessor Feedback e.g. describe what you saw, hear and the judgement made.
Assessor’s signature ____________________________ Date: ___________________
End of document