Course Title: Analyse consumer behaviour for specific markets
Part B: Course Detail
Teaching Period: Term2 2017
Course Code: MKTG5814C
Course Title: Analyse consumer behaviour for specific markets
School: 650T Vocational Business Education
Campus: City Campus
Program: C5335 - Diploma of Business (Public Relations)
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
Julia Makin
julia.makin@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 performance outcomes, skills and knowledge required to analyse consumer behaviour to target marketing to specific markets and specific needs.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG402B Analyse consumer behaviour for specific markets |
Element: |
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 |
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 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 |
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 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
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
1. SCHEDULE | ||
WC |
Week |
Topic/activity/assessment |
3/07 |
1 |
Introduction to Consumer Behaviour |
10/07 |
2 |
Market Segmentation |
17/07 |
3 |
Needs and Motivations |
24/07 |
4 |
Individual Self-Concept and Personality **Practice test activity in preparation for week 5. |
01/08 |
5 |
Assessment 1 Task Due in class (YOU MUST ATTEND THIS CLASS) |
07/08 |
6 |
The Message, Reference Groups and Personal Involvement |
14/08 |
7 |
Decision Making Process in more detail |
21/08 |
8 |
Class time: Assessment 2 |
28/08 |
|
NO CLASSES THIS WEEK – MID SEMESTER BREAK |
04/09 |
9 |
Assessment Task 2 Due. Due 11.59pm Friday 8 September 2017 |
11/09 |
10 |
Focus of Appeal |
18/09 |
11 |
Class time: Assessment 3 |
02/10 |
12 |
Assessment Task 3 Due. Due in class (YOU MUST ATTEND THIS CLASS) |
09/10 |
13 |
Assessment Task 3 Due. Due in class (YOU MUST ATTEND THIS CLASS) |
16/10 |
14 |
Resubmits |
23/10 |
15 |
Resubmits |
30/10 |
16 |
Grade Entry |
Learning Resources
Prescribed Texts
References
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 may incorporate a variety of methods including technical requirements documentation, homework, assignments, group and/or individual projects, in class exercises, written and practical assessments, problem solving exercises, presentations, direct observation of actual and simulated work practice, presentation of a portfolio of evidence which may comprise documents, and/or photographs and/or video and audio files, review of products produced through work-based or course activities.
Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met. Students will be provided with feedback throughout the course to check their progress.
Assessment Tasks
Assessment 1 Task - In class Test
Date handed out : Week #1
Date and time due : Week #5 – week commencing 31st July, 2017. Total Marks 25.
Purpose: For students to demonstrate and apply their understanding of the nature of markets and market segmentation.
Requirements: In the classroom you will be provided with the industry in Australia. Referring to the industry data, you will be asked a range of questions. Examples of the type of questions you may be asked is below:
- Describe the market in broad terms i.e. name, size, dominant characteristics.
- List and describe the segments of the market the industry uses i.e. from the product or service view, using statistics from 2012 to 2016.
- Identify the main participants; describe their market share and any significant changes that have occurred to shares in the last three years.
- As a marketer what advice who you give to a Business owner entering this market?
Assessment 2 Task - Major Group written assignment
Date handed out: Week #3
Date and time due: Week #9 – week commencing 4th September. Total Marks 50.
Group or Individual: Assessment 2 is to be completed in pairs or groups of three
Purpose: This assessment is designed to demonstrate your:
- Ability to identify a product or service, the attributes of the customers and gather information on the market. You can choose any brand, product or service from any industry.
- Observe and understand the consumer decision making process
- Ability to apply the consumer decision making process to a real life situation
- Ability to identify features of the product or service compared to the Marketing Plan
- Assess the impact of individual, social and lifestyle influences on consumer behaviour
- Assess organisational behavior to respond to consumer demand.
Requirements:
- Identify a product or service (must be in retail) and describe the retail environment such as but not limited to cafes, restaurants, food, hair, general shops (clothes, shoes, hardware, etc) and supermarkets. Is it branded or unbranded? Chain store or sole trader? Department Store?
- Gather market information on your selected retail product or service. This should include identifying a customer segment (you may include demographics, lifestyle, social, cultural factors or particular attitudes to your product or service). Who are the competitors? What information did you gather from IBIS? World?
- Identify and assess the marketing plans for your retailer, are the features and benefits communicated to your customer segment? Review past marketing in relation to communicating its focus of appeal (positioning) to your segment.
- Attend your selected retailer and observe consumers in a buying situation. What are the consumer needs and wants? Assess and comment on individual, social (reference groups, social class and family) and lifestyle influences on consumer behaviour? analyse consumer responses to marketing communications in-store?
Details of Assessment:
You will present your findings in a professionally prescribed written document. Much of this work will be undertaken both outside of class time and in the “Practical Sessions”. You are encouraged to use all the resources at your disposal to provide professionally reasoned solutions to the problems given.
This assessment must include the RMIT cover sheet.
Assessment 3 Task – Presentation
Date handed out: Week 3
Date and time due: Week #12/13 Presentation duration: 20 minutes Total Marks 25.
Group or Individual: Assessment 3 is to be completed in pairs or groups of three
Purpose: This assessment is designed to demonstrate your:
- Ability to review past marketing in relation to the effectiveness of its focus of appeal
- Recommend marketing strategies that meet the needs of consumers
- Provide a rationale for the focus of appeal to influence consumer behaviour via marketing
- Discuss any legal and ethical obligations to be considered.
Requirements:
- You are required to articulate your overall understanding of the course taught during the semester based on your personal understanding of key theories and concepts from the semester.
Details of Assessment:
As this is the final stage of your Consumer Behaviour Assessments you will have researched, observed and analysed your Retailer over the last couple of months and have a good understanding to complete the most important component for Marketers – does the Marketing attract and engage your consumer segment?
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: 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 (unresolved)
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