Self-Study Workbook: Certificate IV in Marketing and Communication (BSB42415) Unit: BSBMKG401 - Profile The Market

Self-Study Workbook
Certificate IV in Marketing and Communication

(BSB42415)
Unit: BSBMKG401 - Profile the market
Page 1 of 13 | Self-study Workbook | BSBMKG401 Profile the market

Version 1.0: Jan 2019, Approved: Academic Manager; Next Review: Dec 2019
Macquarie Education Group Australia Pty Ltd t/a MEGA
RTO Code 91305 | CRICOS Code 02657J
BSB42415
Certificate IV in Marketing and
Communication
BSBMKG401 Profile the market
SELF-STUDY WORKBOOK
Mode | Classroom Delivery

Term Details 8th April 2019 to 14th June 2019
Trainer/Assessor
Location MEGA Sydney Campus
Unit Code
Expected Self Study Hour Refer to Blended Learning hours in the timetable sent to you earlier
Purpose: To assist the students in Self-study blended learning component by providing learning
resources and activities aimed at providing activities and contents that support classroom sessions.
The self-study hours are in addition to the regular training hours in the classroom. This resource will
be used by the student for the purpose of their self-study in conjunction with the Tutorial sessions as
a part of the Blended Learning component.
This workbook is for building your knowledge and practicing key activities as part of the course. It is
not the actual assessment task. You are required to complete the assessment tasks as per the
curriculum explained by the Trainer in class. As this workbook is a part of your learning, it is expected
that you will complete and maintain this workbook for your own reference for the duration of this
unit. You may bring this workbook to your classroom sessions to refer to key components when
needed and ask the trainers if you need any further assistance.
Description: 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.
Activity Task Hours

Reading 1 Research Marketing Profile 3
Activity 1 3
Reading 2 Target Market 3
Activity 2 3
Reading 3 The Target Audience 3
Activity 3 3
Reading 4 Positioning Strategy 3
Activity 4 4
Total Number of Hours 25

Reading material for Activity 1:
Research Marketing Profile:
 Segmentation criteria
 Sources of information
 Data collection
 Data analysis
 Segment requirements
PowerPoint Learner Resource
Activity 1
 Observe and research the market around you and list the criterion for market segmentation,
valid sources of information, detail the data collection and analysis methods. Also describe the
segment requirements and how you will select the segments.
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Target Market:
 Total market description
 Total market definition
 Segment descriptors
 Marketing options
 Targeting strategies
Activity 2
Conduct a research and define your target market. List some segment descriptors with proper
marketing options and targeting strategies.
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The Target Audience:
 Describing a market
 Consumer profile
 Align with organisational requirements.
Activity 3
Conduct a research and list some ways to describe a market properly. What variable do you
need to consider while creating a consumer profile? How would you make sure that the
consumer profile aligns with the organisational requirements?
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Positioning Strategy:
 Positioning strategies
 Implementation plan
 Respond to feedback
Activity 4
What do you understand by the term product positioning? List some positioning services
and strategies that you would use in your organisation. Briefly design an implementation
plan for the strategies you have planned. How would you go about responding to the
feedback after the implementation stage?
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Self-Study Workbook: Certificate IV in Marketing and Communication (BSB42415) Unit: BSBMKG401 - Profile The Market

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Self-Study Workbook

Certificate IV in Marketing and Communication

Page 1 of 13 | Self-study Workbook | BSBMKG401 Profile the market

BSBMKG401 Profile the market

Page 2 of 13 | Self-study Workbook | BSBMKG401 Profile the market

Activity Task Hours

Page 3 of 13 | Self-study Workbook | BSBMKG401 Profile the market

PowerPoint Learner Resource

Reading material for Activity 2:

PowerPoint Learner Resource

PowerPoint Learner Resource

Reading material for Activity 4:

PowerPoint Learner Resource

Page 13 of 13 | Self-study Workbook | BSBMKG401 Profile the market

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