Course Title: Profile the market

Part B: Course Detail

Teaching Period: Term1 2017

Course Code: MKTG7937C

Course Title: Profile the market

School: 650T Vocational Business Education

Campus: City Campus

Program: C4384 - Certificate IV in Marketing and Communication

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Peter Lawrance

Joe Rosagrata



Nominal Hours: 50

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites


Course 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.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG401 Profile the market


1. Segment market

Performance Criteria:

1.1 Identify criteria for use in segmenting market in accordance with marketing plan 1.2 Identify and access sources of information for segmenting and profiling markets in accordance with marketing plan 1.3 Segment market in accordance with identified criteria 1.4 Review market segments for their usefulness in terms of factors such as their size, potential, distinctive needs, easy identification of members or distinctive media use patterns 1.5 Select market segments to meet marketing objectives, and choose and apply new segmentation criteria if required


2. Identify target market

Performance Criteria:

2.1 Evaluate approaches to determining and describing total market for a product or service 2.2 Define target market in terms of consumers to be included as prospective users of a product or service, and selected market segments 2.3 Use segment descriptors to describe target market 2.4 Identify available strategic marketing options and select targeting strategies that best meet requirements of the marketing plan


3. Profile target audience

Performance Criteria:

3.1 Describe total market and selected market segments using a consumer profile 3.2 Identify consumer characteristics in standard statistical terms and/or descriptive terms used in media selection in consumer profile 3.3 Use demographic and/or psychographic descriptions in consumer profile in accordance with requirements of the marketing plan 3.4 Describe consumer attitudes to products or services being offered 3.5 Ensure profile meets organisational requirements of language, format, content and level of detail


4. Develop positioning strategy

Performance Criteria:

4.1 Identify available positioning strategies and choose a strategy to meet marketing requirements and consumer profile 4.2 Write a positioning implementation plan containing several options, in accordance with organisational requirements 4.3 Submit plan to supervisor within specified timelines and make appropriate adjustments based on feedback

Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate 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.

Details of Learning Activities


A range of in class activities, case studies and face to face delivery will provide a range of learning and teaching experiences for students. MKTG7937C Profile the market is co-delivered and co-assessed with MKTG7976C Analyse consumer behaviour. 

Teaching Schedule


Week No

Date To be revised for 2017



WK 1 

(1) Course Induction
• Course delivery and assessment details
• Course support documents
• Online learning environment
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
• Where to get support
• Student responsibilities

(2) Overview of the specific technology required for this course:
o Blackboard
o Excel Training


WK 2

Value and the consumer behaviour value framework


WK 3

Consumer learning starts here: Perception ((Digital channels)


WK 4

Comprehension, memory & cognitive learning (The role of social media)


WK 5

Motivation and emotions: Driving consumer behaviour


WK 6

Personality, lifestyles and the self-concept (Big Data and the role in society)


WK 7

Attitudes and attitude change

 (advertising and digital footprint and platforms)




April 13 - April 15 inclusive 

Mid Semester Easter Break


 WK 8

 Culture and consumers
(The online culture and mobile environment)


WK 9

Group influence


WK 10

Consumers in situations


WK 11

Apr 25 (Anzac day)

Decision-making 1: Need recognition & search
Decision-making 2: Alternative evaluation & choice


WK 12

Segmentation, targeting and positioning strategy
(Profile the market)


WK 13

Marketing ethics, misbehaviour and value


WK 14

1. Student consultation session
2. Major assignment due
NB: Due last class of week 14
3. Students to prepare for assessed oral presentation
Assessment 3 Oral Presentations


WK 15

Assessment 3 Oral Presentations/Interviews



WK 16

Student feedback


Learning Resources

Prescribed Texts


Other Resources


Other Resources

Relevant learning resources will be placed on the online learning hub (Blackboard)  progressively throughout the semester.   You will need to access this site on a weekly basis to ensure that you keep up to date with important information related to this course.


Overview of Assessment

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Performance Evidence

You must demonstrate evidence of the ability to:

  • develop a market positioning strategy that documents market segmentation, consumer profiling, targeting and strategies relevant to a product or service being offered to the marketplace.

Knowledge Evidence

To complete the unit requirements safely and effectively, you must:

  • identify relevant information relating to the Australian Marketing Institute Code of Professional Conduct
  • outline requirements of legislation affecting marketing roles
  • explain data collection and analysis techniques
  • outline relevant industry knowledge including:
    - components of marketing mix
    - elements of marketing planning
  • explain marketing communications concepts and processes
  • identify organisational structures, roles, responsibilities, business and marketing plans
  • demonstrate knowledge of relevant product and service standards and best practice models
  • outline relevant statistical terms used by the Australian Bureau of Statistics.


Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.

Assessment Tasks


Assessment Task 1 – Assignment 1 - Self Review Activities/Exercises

Date handed out: Week #1
Date and time due: Week #6 (uploaded to turnitin)
Group or Individual: This assignment is to be completed individually / This assessment task will require students to complete set tutorial activities/exercises to reflect on their learning on learned concepts/principles taught.

Purpose: Purpose of this assessment is for students to demonstrate their knowledge of key Consumer Behaviour and Profile the Market concepts, legislation and relationship on marketing factors. Competency asks for students to give a working knowledge of these concepts before they have to apply them to practical exercises that may be required in a working environment.

Requirements:  A brief and relative explanation pertaining to the each individual question will be required and expected to be answered based on the question. Eg, select best choice or giving a clear indication of theory applicable or student’s point of view, as applicable. Word count between 800-1200

Assessment Task 2 – Assessment 2 Major Assignment (case Study) Upload to Turnitin
Date handed out: Week #3
Date and time due: Week #12
Group or Individual: Assessment 2 can be undertaken in groups of up-to 4 people only

Purpose: This assessment aims to identify student’s ability to discuss CB concepts, legislation and relationship on marketing factors. Students’ must also implement their skills and knowledge towards the written application of the learning throughout the semester.

Requirements:  The second assessment tasks will require students to work in designated groups on a major assignment. Students will present their findings in a professionally prescribed written document. Much of this work will be undertaken both outside of class time and in the “Practical Sessions”. Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given

Assessment Task 3 – Portfolio of Works - Interview Style
Date handed out: Week #1
Date and time due: Week #14/15
Group or Individual: This assessment will be on an individual basis only.

This assessment covers a range of questions from the semesters learning and will test student’s ability to discuss key concepts by means of a one-to-one portfolio of work and personal learning journey in the form of a one-to-one (interview). The aim is for student to showcase how they may present their knowledge and skills in a work environment pertaining to specific criteria from the learning as they understand it from their own perspective and how it may apply in the work environment based on key skillset.

Requirements:  Students are to articulate their overall understanding of the course taught during the semester based on their personal understanding of key theories and concepts from the semester.

This should be articulated in the form of a portfolio that shows clear knowledge and understanding of learning from the student’s perspective and will contribute to final marks.

Students are expected to write a week-by-week journal entry and review of their learning and understanding to be discussed during the portfolio interview.

Word-count should not exceed 3000 words – This assessment will contribute to final semester marks, which can only occur after competency has been achieved in both of the previous assessments (Assess 1 and 2) You must pass all three to be deemed competent.

Assessment Matrix


Assessment Matrix

Marking Guide (Competency):

You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.

You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.



Other Information


Other Information

Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.

More Information:
Form to use:

Where an extension of greater than seven days is needed, you must apply for special consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.
More Information:;ID=g43abm17hc9w (unresolved)
Form to use:

Resubmissions (VET Programs):
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.

Adjustments to Assessment:
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:
More Information:;ID=7usdbki1fjf31

Course Overview: Access Course Overview