Course Title: Profile the market

Part B: Course Detail

Teaching Period: Term2 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: sally.parrott@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Julia Makin

julia.makin@rmit.edu.au

 

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

None

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

Element:

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

Element:

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

Element:

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

Element:

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

1.     SCHEDULE

WC

Week

Topic/activity/assessment

3/07

1

Introduction to Consumer Behaviour

10/07

2

Market Segmentation

17/07

3

Needs and Motivations

24/07

4

Individual Self-Concept and Personality

**Practice test activity in preparation for week 5.

01/08

5

Assessment 1 Task Due in class (YOU MUST ATTEND THIS CLASS)

07/08

6

The Message, Reference Groups and Personal Involvement

14/08

7

Decision Making Process in more detail

21/08

8

Class time: Assessment 2

28/08

 

NO CLASSES THIS WEEK – MID SEMESTER BREAK

04/09

9

Assessment Task 2 Due. Due 11.59pm Friday 6 May 2016.

11/09

10

Focus of Appeal

18/09

11

Class time: Assessment 3

02/10

12

Assessment Task 3 Due. Due in class (YOU MUST ATTEND THIS CLASS)

09/10

13

Assessment Task 3 Due. Due in class (YOU MUST ATTEND THIS CLASS)

16/10

14

Resubmits

23/10

15

Resubmits

30/10

16

Grade Entry


Learning Resources

Prescribed Texts


References


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

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 1 Task -   In class Test

Date handed out            : Week #1

Date and time due         : Week #5 – week commencing 31st July, 2017.          Total Marks 25.

Purpose: For students to demonstrate and apply their understanding of the nature of markets and market segmentation.

Requirements: In the classroom you will be provided with the industry in Australia. Referring to the industry data, you will be asked a range of questions. Examples of the type of questions you may be asked is below:

  1. Describe the market in broad terms i.e. name, size, dominant characteristics.
  2. List and describe the segments of the market the industry uses i.e. from the product or service view, using statistics from 2012 to 2016.
  3. Identify the main participants; describe their market share and any significant changes that have occurred to shares in the last three years.
  4. As a marketer what advice who you give to a Business owner entering this market?

 

Assessment 2 Task - MajorGroup written assignment

Date handed out:           Week #3

Date and time due:        Week #9 – week commencing 4th September.             Total Marks 50.

Group or Individual:      Assessment 2 is to be completed in pairs or groups of three                          

Purpose: This assessment is designed to demonstrate your:

  • Ability to identify a product or service, the attributes of the customers and gather information on the market. You can choose any brand, product or service from any industry.
  • Observe and understand the consumer decision making process
  • Ability to apply the consumer decision making process to a real life situation
  • Ability to identify features of the product or service compared to the Marketing Plan
  • Assess the impact of individual, social and lifestyle influences on consumer behaviour
  • Assess organisational behavior to respond to consumer demand.

 

Requirements:

  1. Identify a product or service (must be in retail) and describe the retail environment such as but not limited to cafes, restaurants, food, hair, general shops (clothes, shoes, hardware, etc) and supermarkets. Is it branded or unbranded?  Chain store or sole trader? Department Store?
  2. Gather market information on your selected retail product or service. This should include identifying a customer segment (you may include demographics, lifestyle, social, cultural factors or particular attitudes to your product or service). Who are the competitors?  What information did you gather from IBIS? World?
  1. Identify and assess the marketing plans for your retailer, are the features and benefits communicated to your customer segment? Review past marketing in relation to communicating its focus of appeal (positioning) to your segment?
  2. Attend your selected retailer and observe consumers in a buying situation. What are the consumer needs and wants? Assess and comment on individual, social (reference groups, social class and family) and lifestyle influences on consumer behaviour? analyse consumer responses to marketing communications in-store?


Details of Assessment:

You will present your findings in a professionally prescribed written document.   Much of this work will be undertaken both outside of class time and in the “Practical Sessions”.  You are encouraged to use all the resources at your disposal to provide professionally reasoned solutions to the problems given.

This assessment must include the RMIT cover sheet.


Assessment 3 Task – Presentation

Date handed out:            Week 3

Date and time due:         Week #12/13   Presentation duration: 20 minutes      Total Marks 25.

 Group or Individual:       Assessment 3 is to be completed in pairs or groups of three                     

Purpose: This assessment is designed to demonstrate your:

  • Ability to review past marketing in relation to the effectiveness of its focus of appeal
  • Recommend marketing strategies that meet the needs of consumers
  • Provide a rationale for the focus of appeal to influence consumer behaviour via marketing
  • Discuss any legal and ethical obligations to be considered. 

Requirements:

  1. You are required to articulate your overall understanding of the course taught during the semester based on your personal understanding of key theories and concepts from the semester.

Details of Assessment:

As this is the final stage of your Consumer Behaviour Assessments you will have researched, observed and analysed your Retailer over the last couple of months and have a good understanding to complete the most important component for Marketers – does the Marketing attract and engage your consumer segment?


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: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf

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: http://www.rmit.edu.au/browse;ID=g43abm17hc9w (unresolved)
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf

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: http://rmit.edu.au/browse;ID=7usdbki1fjf31

Course Overview: Access Course Overview