Course Title: Profile the market

Part B: Course Detail

Teaching Period: Term1 2016

Course Code: MKTG7955C

Course Title: Profile the market

School: 350T Fashion & Textiles

Campus: Brunswick Campus

Program: C5336 - Diploma of Fashion Styling

Course Contact: Anni Juracich

Course Contact Phone: +61 3 9925 9236

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Nominal Hours: 50

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

There are no pre-requisites for this course.

Course Description

In this course you will investigate how to identify and define target markets, looking at the attributes and behaviours of different groups within the market. This will help you to explore how to meet customer needs. You will use this knowledge to develop strategies to target these groups.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG401 Profile the market


1. Segment market

Performance Criteria:

1.1 Identify criteria for use in segmenting market in accordance with marketing plan
1.2 Identify and access sources of information for segmenting and profiling markets in accordance with marketing plan
1.3 Segment market in accordance with identified criteria
1.4 Review market segments for their usefulness in terms of factors such as their size, potential, distinctive needs, easy identification of members or distinctive media use patterns
1.5 Select market segments to meet marketing objectives, and choose and apply new segmentation criteria if required


2. Identify target market

Performance Criteria:

2.1 Evaluate approaches to determining and describing total market for a product or service
2.2 Define target market in terms of consumers to be included as prospective users of a product or service, and selected market segments
2.3 Use segment descriptors to describe target market
2.4 Identify available strategic marketing options and select targeting strategies that best meet requirements of the marketing plan


3. Profile target audience

Performance Criteria:

3.1 Describe total market and selected market segments using a consumer profile
3.2 Identify consumer characteristics in standard statistical terms and/or descriptive terms used in media selection in consumer profile
3.3 Use demographic and/or psychographic descriptions in consumer profile in accordance with requirements of the marketing plan
3.4 Describe consumer attitudes to products or services being offered
3.5 Ensure profile meets organisational requirements of language, format, content and level of detail


4. Develop positioning strategy

Performance Criteria:

4.1 Identify available positioning strategies and choose a strategy to meet marketing requirements and consumer profile
4.2 Write a positioning implementation plan containing several options, in accordance with organisational requirements
4.3 Submit plan to supervisor within specified timelines and make appropriate adjustments based on feedback

Learning Outcomes

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

Details of Learning Activities

Activities for this course are designed to foster peer learning, group discussion and problem solving skills in a simulated work environment where you will be encouraged to question and debate market concepts and customer identities. A range of individual and group based exercises are planned and may include practical workshops, tutorials and off campus research visits to retail outlets for you to explore different market levels and customer profiles. Follow up class exercises and discussions will be carried out to review and reflect on learning from these field trips.

Teaching Schedule

Week 1
Course overview
OHS – Keeping work safe
Introduction and Discussion of Assessment 1,2 & 3
Market sectors
Week 2
Scope the Market – Brunswick
Diversity of Market levels
Week 3
Defining a Brand
(name, typeface, pyramid)
Week 4
Brand Personality
Formative Feedback on Asst 1
Week 5
Scoping the Market – brand research field trip
Week 6
Brand Visual Cues
(look books, imagery, how they communicate with their customers)
Week 7
Identifying Competitors
Assessment Task 1 due
Week 8
Customer characteristics
Week 9
Customer characteristics (continued)
Week 10
Customer profile
Week 11
Pricing for the market
Week 12
Shopping precincts (who’s their target market, online or bricks and mortar?)
Assessment Task 2 due
Week 13
Formative feedback on Assessment Task 3
Week 14
Strategies for different markets 
Week 15
Presentation of Assessment Task 3
Week 16
Feedback and review

Learning Resources

Prescribed Texts


Consumer Behavior in Fashion (2nd Edition) - Michael R. Solomon


Marketing Fashion: Strategy, Branding and Promotion - Harriet Posner


Other Resources

A4 Journal.
The University Library has extensive resources for Fashion and Textiles students. The Library has produced a number of subject guides that includes quality online and print resources for your studies Fashion and Textiles Library Guides including •Fashion magazines
•Fashion Books
•Database (e.g. WGSN, Stylesight)
•library guides

The Library provides guides on academic referencing and subject specialist help via your Liaison Librarian Michelle Matheson (Brunswick)

Overview of Assessment

Assessment is ongoing throughout the course and has been designed to measure achievement of each element in a flexible manner. Assessment will incorporate a variety of methods including projects and assignments designed for students to demonstrate their ability to profile and tailor marketing to different segments. To successful complete this course students must demonstrate competency in all elements as listed. 

Students will be eligible for a graded result higher than Competency achieved only if competency has been demonstrated within the standard enrolment period and on the first assessment attempt. Units assessed as ‘not yet competent’ on a first assessment attempt and ‘competent’ on a second or subsequent attempt are to have results amended to competent but will not be eligible for grading. Students are advised that they may be asked to personally demonstrate their assessment work to confirm aspects of competency not evidenced in class or through assessments.
All work must be submitted by the due date. Late submission will not be graded higher than a Competency Achieved (CAG)

Assessment will include:
Task 1: Brand Awareness
Task 2: Client Profile
Task 3: Resource File

Feedback will be provided throughout the semester on all assessment tasks. All assessment tasks must be completed before competency can be achieved.

If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or the Disability Liaison Unit if you would like to find out more.

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions which are available for review online:

Assessment Tasks

Assessment Task 1 Brand Awareness - Graded Assessment.
In this assessment you will explore how to source and style a cohesive look using product from different brands.
Assessment Task 2 Client Profile       - Graded Assessment.
In this assessment you will use product to explore the attributes of customers at different market levels.
Assessment Task 3 Resource File      - Ungraded Assessment.
In this assessment you will begin to build a database of resource suppliers for a range of market levels.

Assessment Matrix

Unit title:

Profile the Market

Assessment Task No. and Description


Element 1

Element 2

Element 3

Element 4

1. Brand Awareness


1.1, 1.2, 1.3, 1.5

2.2, 2.3



2. Client Profile

1.1, 1.2, 1.3, 1.4, 1.5

2.1, 2.2, 2.3, 2.4

3.1, 3.2, 3.3, 3.4, 3.5


3 . Resource File


2.2, 2.3

3.1, 3.5

4.1,4.2, 4.3


Other Information

Study and learning Support:

Study and Learning Centre (SLC) provides free learning and academic development advice to all RMIT students.
Services offered by SLC to support numeracy and literacy skills of the students are:
- Assignment writing, thesis writing and study skills advice
- Maths and science developmental support and advice
- English language development

Please refer to find more information about Study and Learning Support.

Disability Liaison Unit:

Students with disability or long-term medical condition should contact Disability Liaison Unit to seek advice and support to complete their studies.
Please refer to find more information about services offered by Disability Liaison Unit.

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. Special consideration, appeals and discipline :

Special consideration:

Please refer;ID=riderwtscifm to find more information about special consideration.


Plagiarism is a form of cheating and it is very serious academic offence that may lead to expulsion from the University.

Please refer: to find more information about plagiarism.

Course Overview: Access Course Overview