Course Title: Profile the market

Part B: Course Detail

Teaching Period: Term1 2021

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: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Claire Gourlay 

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

This course is structures to provide you with the optimum learning experience. A range of learning activities are provided during the semester and are designed to enhance learning and understanding of the topics.

You will participate in a combination of group and individual learning activities. These activities will be provided through classroom work time and additional learning activities will be provided to you to complete outside of the scheduled class time.

A range of in class activities, case studies and independent research is included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.

The learning activities will also include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.

Teaching Schedule

This is a co delivered and co assessed course Analyse Consumer Behaviour MKTG7976C and Profile the Market MKTG7937C.






8th February

Introduction to the course



15th February 

What is consumer behaviour? Needs and motivations. Why does it matter?



22nd February 

Industry understanding and knowledge  Library presentation Database introduction, (using databases and ABS),



1st March

Industry understanding cont'd, Elements of marketing plan and legislation and ethics 



8th March

Market segmentation - Introduction



15th March

In class assessment. 

Assessment 1: Individual assessment  Due: in class


22nd March

Market Segmentation and Target market. Decision making 

Brief Assessment 2


29th March

Positioning strategy. Developing a consumer profile. 


 Mid Semester Break 1st April  7th April 


12th  April 

Positioning strategy - Perceptual map - Pitstop presentations

Pitstop presentations

Assessment 2:  Due: 11:59PM Sunday  (online submission) after break


19th April 

Individual factors that influence consumer behaviour. ' Self-concept and personality  attitude and change   


26th April 

External factors in consumer behaviour – reference groups, age and gender and lifestyle 

Brief Assessment 3


3rd May 

In store shopper behaviour 



10th May 

Current marketing including focus of appeal and consumer interest -Consumer behaviour on digital platforms



17th May 

Consumer engagement journey, best practice and recommendations. 



24th May 

Overview of consumer behaviour and Assessment 3 workshop

Assessment 3:

Due: 11:59PM Sunday  (online submission) 


31st May 

Finalisation of assessments / resubmissions



7th  June 

Grade Entry



Learning Resources

Prescribed Texts


Other Resources

A range of resources will be provided to you throughout the semester.

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

This is a co delivered and co assessed course Analyse Consumer Behaviour MKTG7976C and Profile the Market MKTG7937C.

Assessment 1  Industry and Product knowledge quiz

Due date in class Week 6, you will have 2 hours to complete this assessment

Summary and Purpose of Assessment

The purpose of this assessment is to assess your knowledge and ability to analyse consumer behaviour and profile the market. This will be done through a range of research and analytical tasks.

You are required to conduct research and analyse your findings in order to complete the seven (7) questions provided.  Your teacher will provide you with three IBISworld industry databases to choose from. You will also be provided with three suburbs to use to complete the ABS questions.

This is an in class assessments, if do not pass or for whatever reason do not sit this test on the day will be required to sit it in week 16.      Assessment 2 Positioning strategy report   Due date: Week 9 Sunday midnight (plus in class presentation WK9)   Summary and purpose of assessment

In this assessment, you will be developing a market positioning strategy for a product/service that is currently in the marketplace. To do this you will need to research your chosen organisation, their consumers and the category. You will be required to present your findings to your teacher where you can seek feedback on your report. You will have the opportunity to use this feedback to amend your information where required.

  Assessment 3 Consumer behaviour report   Due Date: Week 15 Sunday midnight

Summary and purpose of assessment

This is assessment task three (3) of three assessment tasks to be completed in this cluster of units.

In this report, you will be analysing consumer behaviour, based on a chosen retailer. To do this you will review their current marketing strategies, with attention to social media and recommend changes based on consumer behaviour.

Choose a retailer from the nominated list provided by your teacher


Assessment Matrix

The assessment maps for all the assessment is available on CANVAS.   Submission Requirements   You should:

  • Ensure that you submit assessments on or before the due date.  
  • Always retain a copy of your assessment tasks. (hard copy and soft copy)
  • When you submit work for assessment at RMIT University you need to use the Assessment task document that includes a declaration and statement of authorship.
  • Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. 

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:


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:



If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.  


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:


Marking Guide (Competency): 

Feedback on your assignment and your results will be released via the rubric on Canvas. Assessment tasks will receive the following outcomes:


Not Satisfactory

DNS (Did not Submit)

There are 3 assessments for this course, students must be deemed satisfactory i n all 3 assessments to be competent in this course.

Course grades will be given as:

CA (Competency Achieved)

NYC (Not Yet Competent)

DNS (Did not submit)


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.  

Further information regarding the application of the grading criteria will be provided by your teacher.

Course Overview: Access Course Overview