Course Title: Analyse consumer behaviour for specific markets

Part B: Course Detail

Teaching Period: Term1 2015

Course Code: MKTG7859C

Course Title: Analyse consumer behaviour for specific markets

School: 320T Architecture & Design

Campus: City Campus

Program: C5329 - Diploma of Product Design

Course Contact: Robin Blood

Course Contact Phone: +61 3 9925 4819

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Julian Pratt

9925 4820

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 applies to individuals working in a marketing team who need to analyse consumer behaviour to examine the factors that impact on decisions to purchase products or services. Having thoroughly analysed consumer attitudes and behaviour, recommendations can be made on marketing strategies to increase consumption of the product or service being marketed.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG402B Analyse consumer behaviour for specific markets


1. Confirm product or service market

Performance Criteria:

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


2. Assess the 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 a product or service in relation to the effectiveness of its focus of appeal
2.3. Assess, test and estimate the 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. Assess organisational behaviour capability to respond quickly to consumer demand for products or services in accordance with the marketing plan


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

Performance Criteria:

3.1. Ensure marketing strategies address innate and acquired needs of consumers and appeal to the motives that influence decision making
3.2. Present a rationale for the focus of appeal that outlines how influences on consumer behaviour will be used to target effective marketing strategies
3.3. Ensure the focus of appeal meets legal and ethical obligations and the budgetary requirements of the marketing plan

Learning Outcomes

On successful completion of this course, you will have developed and applied the skills and knowledge required to demonstrate your competency in the above elements

Details of Learning Activities

Learning activities will take place in a studio/class room using industry standard resources. You will complete exercises and industry relevant projects. You will also be required to undertake independent study  to complete assignments outside class time.

In class activities may include:
• Presentations and demonstration
• teacher directed group activities/projects with individual input from students 
• class exercises to practice and develop skills
• Analysis/critique of relevant material
• Student presentations with Teacher and Peer feedback and review
• Personal class time to discuss and develop own work for assessment/presentation 

Out of class activities may include:
• practical work on projects
• investigation and research
• preparing of work for presentations
• project work
• independent research
• online research
You are expected to manage your learning and undertake an appropriate amount of out-of-class independent study and research.

Teaching Schedule

Due to techical difficulties your weekly learning plan will be published on your online blackboard portal for this course 

Learning Resources

Prescribed Texts


Other Resources

RMIT will provide you with resources and tools for learning in this course through our online systems. Learning resources include access to studios and computer laboratories and relevant software. You will also be expected to make use of the library resources.

Overview of Assessment

Assessment is on-going throughout the course. Assessment will incorporate a range of methods to assess performance and the application of knowledge and skills and will include:

- Practical tasks, a major project
- direct observation including exploration of and experimentation with techniques
- written and/or oral questioning and discussion to assess knowledge and understanding
- completion of a design journal and/or portfolio including personal reflection and feedback
- direct questioning combined with review of portfolios of evidence


The RMIT assessment charter summarises your responsibilities as a student as well as those of your teachers.

Assessment Tasks

To demonstrate competency in this course, you will need to complete the following pieces of assessment to a satisfactory standard. You will receive feedback on all assessment.


Assessment task              Content/requirements                          Hand out Date             Due date

1                                     Case study Presentation                              Week 2                    Week 12

2                                     Reece Project design recommendations        Week 1                    Week 8

3                                     Project Research Project Profile                    Week 9                   Week 16

Graded assessment applies for courses within the Diploma of Product Design

CHD         Competent with high distinction             80 - 100           Highly developed
CDI           Competent with distinction                    70 - 79            Well developed
CC            Competent with credit                           60 - 69            Developed
CAG         Competent achieved - graded               50 - 59              Sound
NYC         Not Yet Competent
DNS         Did not submit for assessment

Assessment Matrix

The assessment matrix demonstrates alignment of assessment tasks with the relevant Unit of Competency.

Please note

Due to techical difficulties the assessment matrix will be published on your online blackboard portal for this course.

Other Information


You will receive verbal and written feedback by teacher on your work. This feedback also includes suggestions on how you can proceed to the next stage of developing your projects.
Feedback will be given on all assessment tasks.


RMIT has a strict policy on plagiarism. Please refer to the website for more information on this policy.

Special consideration policy (late submission)

All assessment tasks are required to be completed to a satisfactory level. If you are unable to complete any piece of assessment by the due date, you will need to apply for an extension.
Please refer to the following URL for extensions and special consideration:;ID=qkssnx1c5r0y;STATUS=A;PAGE_AUTHOR=Andrea%20Syers;SECTION=1;

Please note
While your teacher will cover all the material in this schedule, the weekly order is subject to change depending on class needs and availability of resources and student progression.

Course Overview: Access Course Overview