Course Title: Analyse consumer behaviour

Part B: Course Detail

Teaching Period: Term2 2016

Course Code: MKTG7976C

Course Title: Analyse consumer behaviour

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

Vanessa Brancatisano

vanessa.brancatisano@rmit.edu.au

Nominal Hours: 60

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 analyse consumer behaviour for markets and specific needs.

It applies to individuals who need to analyse consumer behaviour to examine factors that impact decisions to purchase products or services. They conduct a thorough analysis of consumer attitudes and behaviour, and make recommendations on marketing strategies to increase consumption of the product or service being marketed.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG419 Analyse consumer behaviour

Element:

1. Confirm product or service market

Performance Criteria:

1.1 Gather information on market or market segment for a product or service in accordance with a marketing plan 1.2 Identify consumer attributes for market or market segment from market profile or existing customer data 1.3 Identify and test features of product or service in accordance with a marketing plan

Element:

2. Assess reasons for existing levels of consumer interest

Performance Criteria:

2.1 Investigate consumer need for the product or service through analysis of trends and past performance 2.2 Review past marketing or positioning of product or service in relation to effectiveness of its focus of appeal 2.3 Assess, estimate and test impact of individual, social and lifestyle influences on consumer behaviour for a product or service 2.4 Analyse consumer responses to previous marketing communications 2.5 Review relevant data to determine consumer digital footprints, engagement journeys and expectations 2.6 Assess organisational capability to respond quickly to consumer demand for products or services in accordance with marketing plan

Element:

3. Recommend focus of appeal for marketing strategies for product or service

Performance Criteria:

3.1 Ensure marketing strategies address innate and acquired needs of consumers and appeal to motives that influence decision-making 3.2 Present a rationale for focus of appeal that outlines how influences on consumer behaviour will be used to target effective marketing strategies 3.3 Clarify the role of the consumer in the digital marketing environment and model engagement conversations and interventions 3.4 Ensure focus of appeal meets legal and ethical obligations and budgetary requirements of marketing plan


Learning Outcomes


This unit describes the performance outcomes, skills and knowledge required  to analyse consumer behaviour to examine factors that impact decisions to purchase products or services.


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 and MKTG7976C Analyse consumer behaviour for specific markets are co-delivered and co-assessed.

 

<See below for weekly schedule and topics) >
Week 1 will consist of an induction to the course which will include completion of a pre training review and familiarisation with:
• Your teacher(s) and other students.
• Services and facilities
• Student responsibilities
• Where to get support
• Course requirements, key learning outcomes, assessment, feedback and grading.
• Submission requirements and the resubmission policy
• Plagiarism
• Appeals
• Extensions and Special Consideration
• Privacy


Teaching Schedule

 

Week No

Date

Topic

1

4 Jul

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

2

11 Jul

Value and the consumer behaviour value framework

3

18 Jul

Consumer learning starts here: Perception
 

4

25 Jul

Comprehension, memory & cognitive learning

5

1 Aug

Motivation and emotions: Driving consumer behaviour
 

6

8 Aug

Personality, lifestyles and the self-concept

7

15 Aug

Attitudes and attitude change
Assessment One: MCQ Quiz

 8

22 Aug

 Culture and consumers

 

 

Mid Semester Break

9

5 Sep

Group influence

10

15 Sep

Consumers in situations
 

11

19 Sep

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

12

26 Sep

Segmentation, targeting and positioning strategy
(Profile the market)

Documentary: Consuming Kids

Toyota Examples.

13

3 Oct

Marketing ethics, misbehaviour and value.

Assessment Two- Part One (Report) Due

14

10 Oct

Final preparation for assessed oral presentation
Group Presentation Sequence selection
 

15

17 Oct

Assessment Two- Part Two (Oral Presentations) Due

16

24 Oct

Student feedback


Learning Resources

Prescribed Texts


References


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.

In order to achieve competency in this unit, you must provide:

Performance Evidence

Evidence of the ability to:

  • analyse consumer behaviours
  • model consumer behaviour on alternative digital platforms
  • document and present findings and recommendations about marketing strategies that should be developed to influence consumers.

Knowledge Evidence

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

  • outline relevant industry and product or service knowledge
  • explain relevant marketing communication concepts and processes
  • compare current digital channels relevant to the business and consumer against costs and benefits
  • identify organisational structures, procedures and marketing objectives.

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

This course has 2 assessment tasks. You are required to successfully complete all assessment tasks to be deemed competent in this unit.


You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.

 

Assessment Task 1 – Course Content Quiz
Date handed out: Week #2
Date and time due: Week #7
Individual: This assessment is to be completed individually. The task requires students to complete 30 MCQs pertaining to class content and discussions from Week Two through to Week Seven (inclusive)

Purpose: The purpose of this assessment is for students to demonstrate their knowledge of key Consumer Behaviour and Profile the Market concepts, legislation and their 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:  Students are required to complete the test in the designated week and class time. The test will assess course content, literature and activities covered from week two to week seven (inclusive of week seven’s content). Students can solely attempt the test once within the designated test time of twenty minutes. The test consists of 30 selected multiple choice questions (MCQs) and requires students to select the one most appropriate answer.

Assessment Task 2 – Part One and Two (Major Group Assessment)
Date handed out: Week #2
Date and time due: Part One: Week #13- report format uploaded to TurnItIn                                                                                          Part Two: Week #15- Presentation to occur in class with submission via Blackboard prior to scheduled presentations. The Group presentation sequence will be randomly selected based on the drawing of a time out of a hat in week 14.

Structure: Assessment Two is to be completed in groups of up to four students

Purpose: This assessment aims to identify student’s ability to discuss core CB concepts of internal, external and situational influences, legislation, ethics, decision making and their relationship to marketing strategy. Students’ must also implement their skills and knowledge towards the written application of the learning throughout the semester in this assessment, by way of designing and justifying their own repositioning strategy for their selected product.

Requirements:  The second assessment task requires students to collaborate effectively in designated groups on a major assignment. Assessment Two comprises a current situational, market and consumer analysis of a product of the group’s choice, and an oral presentation to ‘sell’ the group’s strategy in repositioning said product with the inclusion of a 30 Second TVC/ Print/ Billboard Ad, along with justifications of their selected strategy underpinned by core CB concepts relative to their selected target segment(s)

Part One requires students to analyse key internal, external, situational and decision making influences on an approved product/ product range of their choice. They are to report on their findings in a professionally prescribed written document, inclusive of an appendices section detailing group member contribution (which may be used to grade individual student members in the event of poor equity of contribution to the overall task). 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.

Length: 1500 words (+/- 10%) excluding Cover page, Executive Summary, TOC, References and Appendices

Part Two requires students to reposition their Part One product to a viable consumer segment(s) of their choice and discuss the underlying factors contributing to their chosen strategy inclusive of: - altered positioning with clear perceptual indicators as of importance to the chosen segment, segment identification, objective setting, creative message and media strategy as well as the implication of legislation and ethics on the product’s original strategy and how they’ve accounted for this in their repositioning. Students are required to professionally present and “sell” the above along with the creative execution of their repositioning strategy in the format of an advertisement of the group’s choice (30 Second TVC/ Billboard or Print Ad) with justification of why creative elements were selected and how they would impact the CDMP of the product in question for their selected TM.

Length: Presentation should not exceed 25 Minutes (inclusive of 30 second TVC, if applicable)

This assessment will contribute to final semester marks, which can only occur after competency has been achieved in the previous assessment (Assess 1). You must pass all two assessments to be deemed competent in this subject.

 


 


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.


Marking Guide (Grading)

After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

Final Grades table:

CHD - Competent with High Distinction
CDI - Competent with Distinction
CC - Competent with Credit
CAG - Competency Achieved – Graded
NYC - Not Yet Competent
DNS - Did Not Submit for assessment

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
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