BSBMKG507

Upon successful completion of this unit, you will:

  • apply statistical and qualitative analysis techniques to identify:
    • current business performance
    • competitor performance
    • potential threats and opportunities
  • apply qualitative and forecasting techniques to identify:
    • success of marketing activities
    • over and under-performing products and services
    • existing and emerging market needs
  • document the analysis of market data including visual presentation of findings

Demonstrate knowledge of:

  • internal and external sources of information relevant to forecasting market trends including:
    • business and strategic objectives
    • marketing and other business performance
    • comparative market information
    • changes in technology
    • demographic changes
    • social and cultural factors
    • economic trends
    • government activities and legislative changes
    • industry trends
    • supplier data
  • the legislative and regulatory context as it applies to marketing
  • software applications that are commonly used in quantitative and qualitative analysis and outline their key features
  • statistical concepts, methods, techniques and reporting formats commonly used in marketing including:
    • conversion rate of leads to sales
    • measures of central tendency
    • measures of dispersion
    • nature and degree of relationship between variables
    • net response rate
    • normal distribution probability curve
    • sampling
    • speed of response curve
    • recency or frequency grids
    • lifetime value of customers
    • net present value of customers