Digital Marketing in Action: Analyse Consumers
BSBMKG419 - Analyse consumer behaviour
Assessment Tool
ASSESSMENT TOOL: Digital Marketing in Action
BSBMKG419: Analyse Consumer Behaviour
TAS 702 FO Assessment Tool Page 2 of 14
TAS 702 PP Academic Assessment Management (RTO 1.7 – 1.12) V3Aug 2019
Lonsdale Institute Pty Ltd
Provider ID 21915 CRICOS Code 02836F
ASSESSMENT TOOL: Digital Marketing in Action
BSBMKG419: Analyse Consumer Behaviour
About This Resource
This resource is designed to assess your performance of competency as per the units of competency
outlined in the sections below. Your assessor may assist you in ensuring that you have a full understanding
of assessment requirements.
The resource consists of two parts:
Assessment Task Overview; this provides an outline of the assessment tasks to be covered, including
various options that might be available.
The Assessment Task, this section provides each task in detail including the relevant submission
documentation you need to complete and submit along with your assessment tasks
As you progress through assessment tasks, your assessor will use a specially designed Assessor Guide to
confirm records of your performance and any advice or feedback you receive.
Further Information
Before you commence your work with this assessment tool, you should review the information on
assessment below. You should not commence your final assessment tasks until you have read and
understood this information.
What is competency?
To complete assessment tasks satisfactorily you will need to demonstrate competence – but what does this
mean?
In the Australian vocational education and training system is the concept of competence, defined as:
“The ability to perform tasks and duties to the standard expected in the workplace”.
Competence involves the application of specific skills, knowledge and attitudes to the work performance in
an industry, an industry sector or an enterprise. Competence is rarely achieved in a one-off demonstration. It
needs to be developed holistically – that is, bringing a range of skills and knowledge together – and over time
in a real or simulated workplace. To achieve competence, you need to demonstrate that you can perform a
given task to the standard defined in an endorsed unit of competency.
What is RPL?
Recognition of Prior Learning (RPL) is the acceptance that skills and knowledge, expressed as units of
competency, are acquired through many sources such as life experiences, work experience, formal and
informal training.
RPL assessment is a process to enable Candidates to demonstrate the achievement of these competencies
and to be granted recognition for their skills and knowledge upon satisfying specific criteria verifying their
competence. Assessment for RPL is carried out to the same standards as any other assessment of the same
competencies.
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TAS 702 PP Academic Assessment Management (RTO 1.7 – 1.12) V3Aug 2019
Lonsdale Institute Pty Ltd
Provider ID 21915 CRICOS Code 02836F
ASSESSMENT TOOL: Digital Marketing in Action
BSBMKG419: Analyse Consumer Behaviour
Assessment Process
Assessment tasks are designed to allow you to demonstrate that you have the skills and knowledge to meet
the requirements of a unit of competency. The assessment process will vary depending on your individual
circumstances and your assessor. Before the assessment commences, your assessor will:
Make sure that you know the time, date and venue of the assessment;
Explain the assessment task fully;
Make provision for any special support you may need; and
Organise and arrange all required resources.
On completion of the assessment your assessor will:
Communicate the outcomes of assessment to you and provide feedback for future performance;
Record assessment decisions and complete assessment documentation; and
May ask you to acknowledge the assessment task outcomes and feedback by signing and dating
assessment documentation.
What is your assessor looking for?
Your assessor is looking for evidence that you are competent in all the tasks in the units you are studying. To
make a judgement of your competence, your assessor may ask you to:
Discuss a scenario;
Carry out a practical task;
Answer questions in writing or verbally; or
Undertake some other form of assessment, such as a project
To show that you are competent you must be able to:
Perform the task to workplace standards;
Manage a range of different tasks (multi-tasking);
Respond to contingencies or breakdowns; and
Deal with the responsibilities of the workplace, including working with others.
You will need to show you can do this consistently, over time and in relevant workplace situations and
environments.
Can I adjust the assessment?
It is important that assessment tasks and activities consider the individual needs of each candidate. Your
assessor can consider and implement ‘reasonable adjustments’ for candidates with particular needs,
requirements or preferences. As this process is negotiated, your assessor must also ensure that the integrity
of the assessment process is maintained, and all assessment requirements are met by any adjusted
assessment approach.
Appeals and reassessment
Once an assessment is completed, if you disagree with the assessment result you have the opportunity to
appeal the result and be reassessed if necessary. Please refer to the Lonsdale Institute Complaints and
Appeals information provided. Your assessor can discuss this process with you before starting the
assessment.
Administration, recording and reporting requirements
Lonsdale Institute must securely retain - and produce in full if required at audit - all completed candidate
assessment items for each candidate for a period of six months from the date on which the judgement of
competence for the candidate was made. This includes retaining the actual piece(s) of work completed by
candidates where possible. Lonsdale Institute may retain your assessment documentation for longer than
this period for various other purposes.
Lonsdale Institute has internal processes and procedures in place to manage administration, recording and
reporting requirements. Please discuss any queries you might have with your assessor in the first instance.
TAS 702 FO Assessment Tool Page 4 of 14
TAS 702 PP Academic Assessment Management (RTO 1.7 – 1.12) V3Aug 2019
Lonsdale Institute Pty Ltd
Provider ID 21915 CRICOS Code 02836F
ASSESSMENT TOOL: Digital Marketing in Action
BSBMKG419: Analyse Consumer Behaviour
To demonstrate your competency, you must successfully complete both assessment tasks.
Assessment Overview
Assessment Task 1 Written Questions: Student Workbook
You must complete In this task, you will demonstrate a sound knowledge of the unit requirements
the following: through completing and submitting written questions.
Assessment Task 2 Project: Digital Marketing in Action
You must also In this task, you will demonstrate a sound knowledge of the unit requirements
complete the through using the data pack to analyse consumers.
following:
Please refer to the following pages for an outline of each assessment task.
Assessment Task 1 – Written Questioning
As a part of your assessment in these units, you will have your knowledge assessed via written questions.
This written assessment covers: BSBMKG419 - Analyse consumer behaviour
Written Questioning Assessment
Candidate Instructions
You will complete written questions for purposes of formal assessment as per the questions outlined in the
assessment below.
Task Details
All questions must have written responses.
Questions may be worked on in class time and outside hours, sources of information may be referred to in
pursuit of the knowledge to fully answer as is reflective of workplace conditions.
Final submission of the completed questions is due by the week after the final delivery for the units as
specified in the students training log.
There is no restriction on the length of the question responses, or time restriction in completing the
assessment.
It is anticipated that the written assessment will take approximately 2 hours to complete.
You must complete all of the written questions below unassisted by the assessor or other personnel but
may refer to reference material as may be needed.
All questions must be answered satisfactorily for the written assessment to be completed satisfactorily.
For any written assessment conducted that is incomplete, or without satisfactory performance, the
assessment will need to be completed again after further training support. This may be simply to focus on
question areas not achieved in the prior assessment.
The written assessment may be re-attempted on two further occasions (maximum three attempts in total).
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TAS 702 PP Academic Assessment Management (RTO 1.7 – 1.12) V3Aug 2019
Lonsdale Institute Pty Ltd
Provider ID 21915 CRICOS Code 02836F
ASSESSMENT TOOL: Digital Marketing in Action
BSBMKG419: Analyse Consumer Behaviour
BSBMKG419: Written Questioning Record
Give a brief explanation of each step in the consumer decision-making process.
Think of a purchase you made recently that you were invested in. Write down what you
Question 1:
did at each step of the consumer decision-making process.
(min. 100 words)
Explanation
Consumer Description of the process Personal Example
decision-
making
process steps
A PROBLEM Actively discovering psychological or Children always crying when they
OR NEED physical needs, or passively wash hair, so I want to but a special
receiving external stimuli to trigger shampoo for kid.
purchase motivation.
INFORMATION Get information from past experience. Collecting children shampoo
SEARCH or respond to external experts, information from flyers or internet.
media, personal contacts, etc., even
Or asking friends about their
look up expert opinions or word-of-
experience.
mouth responses online.
SELECTION After the information is collected, it Consider if I need this product for kid,
EVALUATION will be filtered and screened, and than pick some favourite brands for
evaluated on the brand or items that comparison.
is considers important. Including
product attributes and their
importance, as well as the value or
characteristics represented by the
brand, compare and calculate in the
heart.
PURCHASE After the evaluation process, make Decided to buy AVEDA shampoo for
the final purchase decision. This kid online.
purchasing decisions such as which
product brand to buy, how much to
buy, where to buy, and when.
POST- Consumers will be satisfied after After using it, children love it and
PURCHASE purchasing and using a product. If stop crying because of washing hair.
SATISFACTION the actual performance is better than
Recommend to other friends who
expected, it will be satisfied,
have the same problem.
otherwise it will be dissatisfied. the
higher satisfaction, the higher chance
of repeated purchases, and even
actively recommend others; if the
level of dissatisfaction is high, there
will be customer complaints and even
report to the webside.
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TAS 702 PP Academic Assessment Management (RTO 1.7 – 1.12) V3Aug 2019
Lonsdale Institute Pty Ltd
Provider ID 21915 CRICOS Code 02836F
ASSESSMENT TOOL: Digital Marketing in Action
BSBMKG419: Analyse Consumer Behaviour
Assessment Task 2
Project: Digital Marketing in Action
As a part of your assessment in these units, your performance may be demonstrated through the
assessment of a project you complete.
This project assessment covers BSBMKG419 - Analyse consumer behaviour
To complete the assessment, you will need to participate in a social media simulation as well as submitting
the below assessment.
Project Assessment
Task Details
You have been employed as a social media marketing manager for Buhi Supply Co. Buhi is an e-commerce
and retail bag supplier. It specializes in backpack, purse, wallet, satchel and duffel products.
Now go make your boss happy and make Buhi money!
Submission Evidence:
Consumer Behaviour Analysis Report
Recommendation Presentation
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TAS 702 PP Academic Assessment Management (RTO 1.7 – 1.12) V3Aug 2019
Lonsdale Institute Pty Ltd
Provider ID 21915 CRICOS Code 02836F
ASSESSMENT TOOL: Digital Marketing in Action
BSBMKG419: Analyse Consumer Behaviour
Project Assessment – Consumer Behaviour Analysis Report
1.) Product Features
What are the features of the product?
Buhi products and their bags are uniquely and exclusively designed. Their products
are very attractive and draws ones attention yet very affordable.
2.) Market Segments
Using the Buhi scenario and the data pack as an example, create 6 of your own consumer characteristics and
populate the table below:
Nickname Leslie Joan Ron Donna Anne Tom April
Description Mature Middle Teen age Mature Teenager Adult Adult girl
age age student age girl student student shopping for
student women going going on shopping going back her traveling
going shopping back to vacations for high to college
back to for an college school
school event
% of 22% 25% 18% 21% 20% 30% 26%
Market
Age 18-26 30-35 16-18 20-25 18-19 18-25 19-26
Gender Female female Male female female male female
Income $12,000- $18,000- $8,000- $15,000- $10,000- $20,000- $18,000-
$20,000 $22,000 $10,000 $20,000 $15,000 $25,000 $22,000
Interests FB insta Snapchat Instagram Blogging Influencer Photograph Entrepreneur
Dog lover y
Facebook Coffee Friends Starbucks travelling
Starbucks Facebook
Tinder College Travelling Facebook family
College
Public
Shopping Friends Cat lover Twitter Instagram
Family speaking
Tim Skating Snapchat Family YouTube
Friends YouTube
Holton
youtube Animal
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TAS 702 PP Academic Assessment Management (RTO 1.7 – 1.12) V3Aug 2019
Lonsdale Institute Pty Ltd
Provider ID 21915 CRICOS Code 02836F
ASSESSMENT TOOL: Digital Marketing in Action
BSBMKG419: Analyse Consumer Behaviour
friends lover friends
3.) Profiles
Choose 2 of the personas and outline what individual, social and lifestyles influences might impact the buying
behaviour. (min. 50 words each persona)
Take a good look at the interests of each person and where they are at with their lives as well as what can
they afford.
As Leslie is a student on the lowest income group who is more or less you age, what do you think will
influence Leslies buying decision?
https://adespresso.com/blog/marketing-to-millennials
Name of persona 1: ___Leslie___________
Individual Influences Social Influences Lifestyle Influences
Mature student Facebook Dog lover
Goes to school Instagram Family
Interactive Starbucks Friends
Famous in school college College girl
Name of persona 2: ____Donna__________
Individual Influences Social Influences Lifestyle Influences
Mature age girl Blogger Family
Confident Video-making Friends
Travels YouTube Traveling
interactive Snapchat Cat lover
TAS 702 FO Assessment Tool Page 9 of 14
TAS 702 PP Academic Assessment Management (RTO 1.7 – 1.12) V3Aug 2019
Lonsdale Institute Pty Ltd
Provider ID 21915 CRICOS Code 02836F
ASSESSMENT TOOL: Digital Marketing in Action
BSBMKG419: Analyse Consumer Behaviour
4.) Previous Results SUE TO CHECK THE DATA PACK FIGURES HERE>
Using the data pack
Review and analyse last year’s marketing results for each platform. Identify the peak month for Engagement
and include the total metrics for that month. Identify the peak month for Revenue and include the total $$ for
that month. Which platform has had the most engagement? Which platform has had the least?
5.) Buhi’s capabilities
What will Buhi need to have in place to be able to respond quickly to consumer demand? (people, software,
supplier processes, etc) Have a think about the human, physical and financial resources list you disovered
doing the assessment for the last unit. What kind of software components are useful. Think about the features
in the flowchart and the different touch points.
Project Assessment –
Social Media Strategy:
You have been hired as a Marketing Manager by Fitness Challenge to work on an advertising
campaign for a new footwear range.
Fitness challenge has been in business for over 10 years selling sport goods apparel in Australia and
New Zealand. Their head office is based in Sydney with a smaller office in Melbourne.
You have been asked to launch a new line of fitness shoes, these shoes have a built in heart monitor
and can reduce foot injuries. They are available for kids, women and men, they are called the RUN X
range by Fitness challenge.
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TAS 702 PP Academic Assessment Management (RTO 1.7 – 1.12) V3Aug 2019
Lonsdale Institute Pty Ltd
Provider ID 21915 CRICOS Code 02836F
ASSESSMENT TOOL: Digital Marketing in Action
BSBMKG419: Analyse Consumer Behaviour
Who would be the first people you speak to in Sales manager would be the first people that I
regards to understanding the product, use the speak to. Because they have to thoroughly know
organisational chart supplied. the characteristics of product while they sell it.
Pick two digital channels you would use? And Why? • Sports websites(+blogs) and Instagram,
these are the ones that our target market
use the most, so it will be the quickest way
to get to them.
• Mobile Apps, related to sports and fitness
also including ecommerce.
What social media strategies will you use to • In our social media we would be making
promote your product? posts about the shoe.
• Customers who love sports and love
running will be seeing in their social media
advertisings about this new shoe.
(algorism)
• We would use giveaways in our social
media and also, we would be paying to an
influencer to promote the shoe.
• Pay a celebrity to wear and promote the
shoe so he or she can be our image.
• We would create a marathon/ events that it
will be sponsor by our new brand of shoe
and it would be big enough to attract as
many customers as we can.
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TAS 702 PP Academic Assessment Management (RTO 1.7 – 1.12) V3Aug 2019
Lonsdale Institute Pty Ltd
Provider ID 21915 CRICOS Code 02836F
ASSESSMENT TOOL: Digital Marketing in Action
BSBMKG419: Analyse Consumer Behaviour
List the social platforms will you concentrate on. Facebook. Youtube. Twitter.
Instagram. Pinterest.
Is there a persona you will focus on more than We are going to be focus on people who wants to
others? If yes, why? If no, why not? keep body in Shape and are considering
tracking how hearts performs like runners athletes,
cross fitter, age between 25 and 40 years old, who
normally run more than 4 hours a week, and keep a
plan for training.
What tactics might you use to engage your • Product development
audience? Why? Will you use a different tactic for This company selling sport goods apparel
different groups? Why/why not? over 10 years. I will introduce new product
to existing customers from the company.
• Market development
Find customers interested in new products
in other markets.
- Advertising of new products in gym,
event(AO, Marathon etc.,)
- Give new products to athletes and
celebrities, let the new products show
on naturally in public.
- Flyer the new product at hospital.
Patients who needs exercise may be
interested in this products.
I will not use a different tactics for different groups.
Because new products is functional shoes, it have
strong features to find the target customer, so the
tactics focus on its function, and where are the
potential customers.
What legal and/or ethical obligations do you need to • Australian consumer law, prohibits false or
consider in relation to your chosen promotional misleading representations as in quality,
tactics? value , Price, performance of the product or
mention benefits that are no really part of
the product .
• Australian competition and consumer
comisión (which resolves consumer
complain)
Presentation of Recommendations to the Director.
Social Media Strategy is attached to this assignment as ppt
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TAS 702 PP Academic Assessment Management (RTO 1.7 – 1.12) V3Aug 2019
Lonsdale Institute Pty Ltd
Provider ID 21915 CRICOS Code 02836F
ASSESSMENT TOOL: Digital Marketing in Action
BSBMKG419: Analyse Consumer Behaviour
Candidate Declaration
Candidate name:
Date:
Assessment I declare that no part of this assessment has been copied from another person’s
declaration: work, except where clearly noted on documents or work submitted.
I declare that no part of this assessment has been written for me by another
person. I understand that plagiarism is a serious offence that may lead to
disciplinary action.
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TAS 702 PP Academic Assessment Management (RTO 1.7 – 1.12) V3Aug 2019
Lonsdale Institute Pty Ltd
Provider ID 21915 CRICOS Code 02836F
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