Course Title: Analyse consumer behaviour

Part B: Course Detail

Teaching Period: Term1 2017

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:

Name and Contact Details of All Other Relevant Staff

Peter Lawrance 

Joe Rosagrata



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


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


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


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


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 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)




Mar 25 ~ Apr 1

Mid Semester Break tbc


 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


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.

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 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.

Full details on how your assessment is mapped to the unit of competency can be accessed through your teacher.



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