This unit describes the skills and knowledge required to conduct an analysis of market data in order to determine organisational and competitor business performance and to prepare market and business forecasts. The information assists in developing an organisation’s marketing plan and to determine the current or potential future success of marketing strategies.

This unit applies to marketing professionals who use statistical techniques to analyse organisational and competitor marketing performance and to interpret new and emerging trends when forecasting future business needs.


  1. Interpret trends and market developments
  2. Analyse qualitative results
  3. Report on market data

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

Nominal Hours: 50