Course Title: Analyse consumer behaviour for specific international markets
Part B: Course Detail
Teaching Period: Term2 2016
Course Code: MKTG7891C
Course Title: Analyse consumer behaviour for specific international markets
School: 650T Vocational Business Education
Campus: City Campus
Program: C5340 - Diploma of International Business
Course Contact: Tim Wallis
Course Contact Phone: +61 3 9925 5423
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 describes the skills and knowledge required to examine consumer behaviour for unique international markets.
It applies to individuals who possess a sound theoretical knowledge base in international business management, and demonstrate a range of managerial skills to ensure international business activities are conducted effectively.
In this role, individuals confirm the target market, assess current level of consumer interest and develop and document recommended marketing strategies.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title:
BSBMKG517 Analyse consumer behaviour for specific international markets
1. Confirm target market
1.1.Identify the market or market segment for a product
or service in accordance with the marketing plan
1.2.Identify aspects of culture that may have an impact
on international marketing of products or services
within target market
1.3.Identify consumer attributes for the market or
market segment from the market profile
1.4.Identify features of the products or services in
accordance with the marketing plan
2. Assess current level of consumer interest
2.1.Investigate consumer need for the products or
services through analysis of trends and past
performance of products and services both within
Australia and within relevant international settings
2.2.Review past marketing, including plans, strategies
and campaigns or positioning of products or services
in relation to the effectiveness of its focus of appeal
both within Australia and within relevant
2.3.Assess individual, social and cultural influences
on consumer behaviour and estimate their impact for
products or services
2.4.Assess lifestyle influences on consumer behaviour
and estimate their impact for products or services
2.5.Assess organisational behaviour in relation to
products or services in accordance with the
3. Recommend marketing strategies
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 and
outline how influences on consumer behaviour and
cultural considerations will be used to target
effective marketing strategies
3.3.Ensure the focus of appeal meets the legal and
ethical obligations and the budgetary requirements
of the marketing plan, and check for cultural
This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to examine consumer behaviour for unique international markets.
Details of Learning Activities
These units will be deliveres with a mix of class lectures and workshops. A significant amount of research will be necessary to obtain data and information about other countries and their consumers.
It is recommended that students print each week’s class presentation as this becomes an effective text for the assessments. Attendance to at least 80% of classes is necessary if students are the learn the range of skills nd processes involved.
Evaluate learning skills, RPL and Credit Transfers
Explain cluster and outline both units.
Explain relationship with Analyse/Forcast data units.
Three steps to segmenting
|2||July 11||Whole market|
|Brief Assessment One
|3||July 18||Evaluating market interest|
|4||July 25||Describing people:|
Attitudes, opinions, beliefs.
|Assessment One due.
|6||August 8||Changing negative attitudes.|
Needs and Value (Maslow)
Hedonic and Utilitarian
Features and Benefits
|Brief Assessment Two
Focus of Appeal
|8||August 22||Path to Purchase|
|9||Sept 5||Workshop and Revision. ||Assessment Two due
|10||Sept 12||Profile the target consumers|
Identify consumer needs
|Brief Assessment Three
|11||Sept 19||Positioning strategies|
|12||Sept 26||Focus of Appeal strategies. |
|13||Oct 3||Revision and review|
|14||Oct 10||Workshop Assessment Three ||Assessment Three due
|15||Oct 17||Revision and review|
|16||Oct 24||Resits and student feedback |
Overview of Assessment
This course is co-delivered and co-assessed with MKTG7890C Profile International Markets
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.
You must provide evidence of the ability to:
- document process used to:
- confirm target market
- confirm current level of consumer interest
- recommend marketing strategies
- consider cultural aspects relevant to profiled market.
To complete the unit requirements effectively, you must:
- discuss cultural aspects relevant to international markets profiled
- summarise market analysis techniques
- describe organisational requirements for presentation of completed profile
- outline key provisions of relevant legislation, codes of practice and national standards affecting marketing operations
- identify sources of external and internal information on international markets.
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.
This course is codelivered and coassessed with MKTG7864c Profile International Markets
Assessment Task 1 – Cultural influences on consumers.
Date handed out: Week 2
Date and time due: Week 5
Weighting: 15% of unit total
Group or Individual: This is an individual assessment.
Purpose: The purpose of this assessment is to demonstrate your knowledge of how Culture, and Lifestyle impact on consumer behaviour. This will give students a working knowledge of these concepts before they have to apply them to practical exercises.
Requirements: As are all the assessments in this unit, this assessment is directly connected with the assessments students undertake in the cluster of Analyse data from international markets and Forecast international market and business needs.
It is intended that the same industries and companies chosen by students form the basis of all assessments. This means the data work in Analyse and Forecast underpins the consumer work done in this cluster. Any student who is NOT doing the Analyse and Forecast units must advise the teacher as soon as possible so arrangements can be made to ensure they are not disadvantaged.
The response to this assessment is to be no more than two pages; the first page is a ‘front’ page that contains the student’s name and student number and the subject and assessment details, and the standard declaration, (explained in this document). The second page should have three paragraphs that answer the tasks outlined below.
Assessments are to be uploaded onto the correct assessment section of Blackboard by the due time and date. No email or hard copy assessments will be accepted.
Assessment Task 2 – Assessing the market and describing the consumers.
Date handed out: Week 6
Date and time due: Week 10
Weighting: 50% of unit total
Group or Individual: This is a group assessment to be completed in groups of no more than 2 persons. Ideally the pairs should be the same as in the Analyse data unit.
Purpose: The purpose of this assessment is to demonstrate your knowledge of the principles and processes of evaluating international markets. This will give students a working knowledge of the behavior of consumers in international markets.
Requirements: The response to this assessment is to be a business-standard report with appropriate front cover, index, page numbers and format. Make sure the response to each task is clearly separated from the others.
Each student contribution is to be identified by its author and students will be assessed separately. There is no word limit, No hard copy or emails will be accepted.
Assessment Task 3 – Developing marketing strategies.
Date handed out: Week 10
Date and time due: Week 14
Weighting: 35% of unit total.
Group or Individual: This is a group assessment to be completed in groups of no more than 2 persons. The pairs should be the same as for Assessment Two. Any change to this must be approved by the teacher.
Purpose: The purpose of this assessment is to demonstrate your knowledge of the principles and processes of using consumer behavior information to create relevant marketing strategies. This will give students a working knowledge how to develop and evaluate these strategies in international markets.
Requirements: The response to this assessment is to be a business-standard report with appropriate front cover, index, page numbers and format. Each student contribution is to be identified by its author and students will be assessed separately.
There is no word limit, No hard copy or emails will be accepted.
Marking Guide (competency):
Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT). So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention.
You need to demonstrate you are competent in each element of the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you whether you are competent or not and how well you are performing. Once competent in all elements of the unit you receive a competency grading.
Marking Guide (Grading)
After achieving competency we then grade your performance in the unit; this gives you the opportunity to have the level of your performance formally recognized against industry standards and employability skills.
You will be provided with an assessment matrix in the assessments area of the unit blackboard shell. Generally, your grading will be assessed against how well you:
• Perform the activities as required by the learning elements of this unit of competency.
• Demonstrate the required knowledge for this unit of competency.
• Execute the required skills for this unit of competency.
• Demonstrate your employability skills through contribution to learning activities related to this assessment, timeliness, use of technology and teamwork.
Final Grades table:
DNS - Did not submit for assessment
NYC - Not yet competent
CAG - Competency achieved – graded
CC - Competent with credit
CDI - Competent with distinction
CHD - Competent with high distinction
You are required to meet the following criteria for all assessments. Failure to do so may result in you being deemed not-yet-competent:
• Submit all assessment tasks online through blackboard, and include the RMIT e-submission declaration (see below).
• Ensure that you submit assessments on or before the due date.
• Retain a copy of your assessment tasks.
When submitting work online, you need to include the cover sheet supplied by your teacher. This includes the following declaration:
RMIT Electronic Submission of work for assessment
I declare that in submitting all work for this assessment I have read, understood and agree to the content and expectations of the assessment declaration.
If you are found to be Not Yet Competent (NYC) in an Assessment Task you will be allowed one resubmission to demonstrate competence. 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”.
Students are required to submit assessment items and/or ensure performance based assessment is completed by the due dates. If a student is to be prevented from submitting an assessment item on time, by circumstances outside their control, they may apply in advance to the teacher for an extension to the due date of up to seven calendar days. To be eligible for an extension, you must lodge the extension form availabile at the following link with your teacher: http://www.rmit.edu.au/students/assessment/extension
Where an extension of greater than seven days is needed, the student 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 on special consideration and how to apply can be found here: http://www.rmit.edu.au/students/specialconsideration
Final Date for All Assessments
No assessment tasks or resubmissions will be accepted after 5pm Friday, week 16.
Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. Information on circumstances under which the assessment arrangements might be granted can be found at the following website: http://www.rmit.edu.au/students/assessment/adjustment
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