Course Title: Analyse consumer behaviour for specific markets
Part B: Course Detail
Teaching Period: Term1 2016
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: firstname.lastname@example.org
Name and Contact Details of All Other Relevant Staff
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
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
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
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
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
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.
Due to techical difficulties your weekly learning plan will be published on your online blackboard portal for this course
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. http://mams.rmit.edu.au/kh6a3ly2wi2h1.pdf
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 9 Week 16
2 Design project recommendations Week 2 Week 8
3 Consumer Profile Week 2 Week 5
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
The assessment matrix demonstrates alignment of assessment tasks with the relevant Unit of Competency.
Due to techical difficulties the assessment matrix will be published on your online blackboard portal for this course.
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:
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