BSBMKG435 ANALYSE CONSUMER

BEHAVIOUR

ASSESSMENT MANUAL
ASSESSMENT OVERVIEW

About this Assessment Manual

This Assessment Manual provides you with assessment information and the assessment
tasks you will be required to complete for this unit.

Why are assessment tasks important?

The assessment tasks are an important part of your course as they provide: an opportunity
for you to apply what you have learned; and feedback on your progress.

How will you be assessed?

To demonstrate competency in this unit, you must complete all of the assessment tasks
below. Your trainer and assessor will provide you with a due date for each assessment task
during the first class of the unit. Write the due dates down in the space provided. You will
also find information on due dates once you log in to the e-Learning platform.

Assessment Plan

Assessment Number Method of Assessment Due Date

Assessment Task 1 Short Answer Questions

Assessment Task 2 Portfolio and Roleplay

What is required for successful completion?

To be assessed as 'Competent' for this unit, you must complete the above assessment
tasks satisfactorily.

Assessment Tasks

The information provided under each assessment task gives the assessor and the student:

• Instructions to outline the purpose of the assessment task and conditions to

consider when conducting the task (e.g. resources, place, submission requirements
and timeframes).
• Assessment context/scenario information.
• Activities/questions to be completed by the student.
• An outline of the evidence to be submitted by the student - Evidence Submission
Checklist.

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How to submit assessments

You must type your responses using MS Office Suite programs (or similar). Please note
that some assessment tasks require you to submit completed forms and templates. You will
find these forms and templates in a separate document named 'Appendices and templates'.

In some role-play scenarios, you may be required to work in a small group. If this is the
case, you will still be required to submit your assessment evidence individually, and your
assessor will still assess your performance separately.

Your assessor will check your assessment evidence before submission and provide interim
feedback on the unsatisfactory performance.

You must submit your assessment work via the e-Learning platform by the due date.

Assessment Submission Declaration

Before submitting your assessment work to your trainer and assessor for marking, you
must accept the following assessment submission declaration.

I declare that the evidence provided for this task is my own work; none of this work has been
completed by another person; I have not cheated or plagiarised the work or colluded with any other
student(s); I have correctly referenced all resources and reference texts where applicable; I
understand that if I am found in breach of the Academic Misconduct Policy, disciplinary action may
be taken against me; and I know my assessment appeal rights.

The above declaration is an agreement from you that all the assessment evidence you
submit is your own work and that you understand the consequences of academic
misconduct.

Assessment Task and Unit Outcomes

Once the assessor marks your work, you will receive either a 'Satisfactory' or 'Not
Satisfactory' result for each assessment task.

If you receive a 'Satisfactory' result for all assessment tasks, you will receive a 'Competent'
result for this unit.

Receive a 'Not Satisfactory' result for any of the tasks or miss any of the tasks. You will
receive a 'Not Competent' result for this unit.

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Academic Misconduct and Referencing

You must provide your responses in your own words. You can refer to the unit's learner
guide or other sources. Still, you cannot copy sentences and paragraphs directly from
these sources. Suppose your responses are found to have been copied directly from the
learner guide or other sources. In that case, your result will be 'Not Satisfactory'.

You will still need to provide references of sources you relied upon to prepare your
assessment work.

You must also ensure that your assessment work must be current and relevant to the given
task and case study scenario.

You will be dealt with as per VIA Education's Academic Misconduct Policy if you are
engaged in academic misconduct involving plagiarism, cheating, or collusion. You can find
more details on this policy and referencing in the Student Handbook available on the VIA
website.

Reassessments

VIA Education will give you a reattempt opportunity if you receive a 'Not Competent' (NC)
result for this unit. You will have two reattempt opportunities for each 'Not Satisfactory' task
during your course. Please note that each reattempt will be subject to a reassessment fee.
Please refer to the Student Handbook available on the VIA website to know more about the
reassessment process.

What can you do if you do not agree with the assessment outcomes
(results)?

Suppose you disagree with the assessment outcome or believe mistreatment has
happened to you during the assessment process. In that case, you can appeal the decision
using VIA Education's Complaints and Appeals Policy (refer to the Complaints and Appeals
policy in the Student Handbook available on the VIA website).

The first step is to discuss the matter with your trainer and assessor. If you are still unhappy
with the outcome, you can request a review of your assessment by lodging a formal appeal.

Retaining copies of the submitted assessments

Please make sure you keep a copy of all work submitted.

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 ASSESSMENT TASK ONE

Short answer questions

Instructions

• The purpose of this task is to assess your knowledge relating to analyse consumer
behaviour
• You must answer all Twelve (12) questions. Where applicable, a guide to the length
of your response for each question is provided next to each question.
• You must complete this task by the due date set by your trainer and assessor.
• You will need access to the following resources to complete this task:
o Learner Guide and class notes
o Computer with MS Office Suite (or similar) and internet access.
• You must provide your responses in your own words. You can refer to the Learner
Guide or other sources, but you are not allowed to copy sentences and/or
paragraphs directly from these sources. If your responses found to have been
copied directly from learner guide or other sources, your result for this task will be
Not Satisfactory.
• You will complete this task at home in your own time.
• You must submit evidence as per the ‘Evidence Submission Checklist’ by the due
date.

Questions:

1. This question relates to digital marketing and its application to contemporary

marketing practice.

a. List five (5) commonly used digital marketing channels.

b. Describe one (1) strategy for comparing costs and benefits of a range of digital
marketing channel options.

2. Explain the purpose of conducting a market analysis and outline five (5) factors that
might be investigated as part of a market analysis.

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 3. Explain the use of time series forecasting in relation to market analysis and give an
example to illustrate your answer. (in 50 to 70 words)

4. Discuss the concept of linear regression as a forecasting technique in relation to

market analysis and give an example to illustrate your answer. (in 50 to 70 words)

5. Describe segmentation criteria that may be used in a consumer profile.

6. Explain the purpose of the Competition and Consumer Act 2010 and how this
relates to marketing operations. (in 50 to 70 words)

7. Explain the importance of understanding your target audience when developing a

marketing communication strategy. (in 50 to 60 words)

8. Discuss the differences between advertising, promotions and publicity (in 60 to 70

words)

9. List two (2) internal information sources that can be used to identify the size of a
market.

10. Complete the table by listing three pieces of legislation relevant to analysing
consumer behaviour for specific needs. Include a link to the legislation and a brief
description of how the legislation applies.

Legislation Link Description

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 11. How understanding customer needs help develop marking strategies (in 50 to 60
words)

12. How customers motivations help develop marketing strategies. (in 50 to 60 words)

Evidence Submission Checklist

Evidence to be submitted Have I completed this?

Answers to all questions 

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 ASSESSMENT TASK TWO

Portfolio and Role Play

Instructions

• The purpose of this assessment task is to assess your skills relating to evaluating
drivers of consumer behaviour and reasons for consumer interest
• You must complete this task by the due date set by your trainer and assessor.
• You will need access to the following resources to complete this task:
o Templates and appendices provided by your assessor
o Business technology and office equipment including computer with MS Office
Suite (or similar) and internet access
o Space/technology for meetings/presentations
• You must provide your responses in your own words. You can refer to the Learner
Guide, Case Study Scenario or other sources when preparing evidence, but you are
not allowed to copy sentences and/or paragraphs directly from these sources. If
your responses found to have been copied directly from learner guide, case study
scenario or other sources, your result for this task will be Not Satisfactory.
• You will complete the research and documentation type of activities at home in your
own time and the practical type (role-plays, meetings and presentations) activities in
simulated assessment environment under the assessor’s supervision.
• After completing the activities, you must submit evidence as per the ‘Evidence
Submission Checklist’ by the due date. For observation type activities, your
assessor records your performance using a checklist, so you do not need to submit
anything unless the activity asks you specifically.

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Scenario

You are the marketing coordinator of Tropica Queensland - a group of three hotels located
in Cairns, Queensland. Tropica’s Marketing Plan for 2023 was developed, in part, in
response to the marketing plans of Tourism Tropical North Queensland (TTNQ).

Tourism Tropical North Queensland is the regional tourism organisation for North
Queensland, Cairns and the Great Barrier Reef. It is responsible for promoting Tropical
North Queensland as a tourism destination of choice to domestic travellers and travellers
from around the world. In their publication, North Queensland Destination Tourism Plan,
TTNQ identified three ‘Hero experiences’. Two of Tropica’s sites are well-located to cater to
visitors attracted by the marketing for these experiences. Tropica has also identified visitors
from China and India travelling for leisure as a target market for 2023 with a goal set for an
increase in occupancy of five percent.

The Director of Marketing has asked you to:

• develop a profile of visitors from China and India who are interested in travelling to
Australia for leisure
• research the accommodation needs of people from the above market segment
travelling to North Queensland
• review Tropica’s previous positioning strategy and its success for travellers in the
above market segment
• identify and test three features of Tropica Queensland which would appeal to
people from the above market segment
• recommend a focus of appeal marketing strategy
• meet with the Director of Hotel Operations to summarise your research and to
assess Tropica’s ability to respond to the demand if the marketing plan is successful
in generating an increase in occupancy of five percent.

Before you get started, review the extract from the Tropica Queensland Marketing Plan
(Appendix 1) and the North Queensland Destination Tourism Plan (Appendix 2)

Activities

1. Develop a market profile.

Use the Market Profile Template (Appendix 3) to develop a market profile of

visitors from China and India travelling to Australia for leisure.

You can refer to the following documents to help you:

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 • China Market Profiles (Appendix 4a & 4c)
• India Market Profiles (Appendix 4b & 4d)
• North Queensland Destination Tourism Plan (Appendix 2)
• Internal Market Consumer Profiles at Destination NSW
https://www.destinationnsw.com.au/tourism/facts-and-figures/international-
markets/international-market-factsheets

You may also find the following websites useful:

• http://www.tourism.australia.com/
• http://www.tra.gov.au
• https://www.destq.com.au/
• https://www.abs.gov.au/statistics/industry/tourism-and-transport
• http://teq.queensland.com/Research-and-Insights
• https://tourism.tropicalnorthqueensland.org.au/tools-resources/research-
and-statistics/

Your profile should include the following:

• the size of the potential market

• the common attributes of consumers
• the potential for growth
• five sources of useful information
• any other factors you consider relevant.

2. Research needs of the consumers.

Use the Consumer Needs Template (Appendix 5) to develop a report summarising

the accommodation needs of leisure visitors travelling to North Queensland from
China and India.

3. Review the previous positioning strategy.

Read the Tropica Queensland’s Past Positioning Strategy (Appendix 6)

Use the Positioning Strategy (Appendix 7) template to review Tropica

Queensland’s previous positioning strategy (Appendix 6) for visitors to Australia
from China and India and analyse the effectiveness of its focus of appeal. Your
review should consider whether the ‘Fun in the Sun’ focus would have been

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 effective in reaching leisure visitors travelling to North Queensland from China and
India.

You can refer to the following documents to help you:

• Tropica Queensland Marketing Plan Extract (Appendix 1)

• Tropica Queensland Past Positioning Strategy Extract (Appendix 6)
• Your completed Market Profile Report (from Activity 1)
• Your completed Consumer Needs Report (from Activity 3)

4. Identify focus of appeal.

Use the Focus of Appeal (Appendix 8) template and your results from Activities 1,
2 and 3 to identify three (3) features of Tropica Queensland which would appeal to
leisure travellers from China and India. You will test these strategies in Activity 5.

5. Test focus of appeal.

You must test the strategies with at least three potential visitors (your assessor and
two fellow students will play the role of travellers).

It’s up to you how you test the focus of appeal – you might use different strategies
with each person, or you might choose to work with all three people in a group.

Ensure that you comply with the Tropica Queensland’s Marketing Policies and
Procedures (Appendix 9) when conducting the focus of appeal testing.

Use the Focus of Appeal Testing Summary (Appendix 10) template to summarise
the testing process and your results and submit it to your assessor.

6. Role play – Director of Hotel Operations Briefing.

Scenario

Meet with Tropica’s Director of Hotel Operations (your assessor) to summarise your
research and discuss your focus of appeal testing.

Conditions

Your assessor will organise the meeting environment.

During the meeting:

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 • assess Tropica’s ability to respond to the demand if the marketing plan is
successful in generating an increase in occupancy of five percent.
• make a final focus of appeal recommendation
• confirm that the initial figure of $25 000 for the focus of appeal roll out which
appears in the Tropica Queensland Marketing Plan is still current.
• present information using suitable words and non-verbal features
• responding to questions as required
• provide the opportunity for the Director of Hotel Operations to ask questions.

This meeting should take no more than 15 minutes.

7. Research digital engagement

The North Queensland Destination Tourism Plan talks about the importance of working
with partner organisations to strengthen its digital marketing capabilities. This is also a
key focus of the Tropica Queensland Marketing Plan for 2020.

The Director of Marketing has asked you to:

• research the way that consumers in Tropica’s target market engage with digital
marketing
• clarify the role of consumers from Tropica’s target market segment who engage in
digital marketing.

Use the Digital Engagement (Appendix 11) template to describe how your target
market (leisure travellers in China and India) engage with digital marketing.

8. Recommend digital interventions.

Use the Digital Interventions (Appendix 12) template to recommend two (2)
interventions for engaging with potential consumers for Tropica Queensland in a
digital environment and include your rationale (referencing the results of your
research in the first part of the template). You will also create one example
conversation or post for each of your recommended interventions by drafting a post.

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Evidence Submission Checklist

Evidence to be submitted Have I completed this?

Market Profile 

Consumer Needs Report 

Positioning Strategy 

Focus of Appeal 

Focus of Appeal Testing Summary 

Digital Engagement Report 

Digital Interventions Report 

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