Course Title: Analyse consumer behaviour for specific international markets

Part B: Course Detail

Teaching Period: Term1 2017

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: timothy.wallis@rmit.edu.au


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

None

Course Description

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

Element:

1. Confirm target market

Performance Criteria:

1.1 Identify market or market segment for a product or service in accordance with the marketing plan 1.2 Identify aspects of culture that may impact international marketing of products or services within target market 1.3 Identify consumer attributes for market or market segment from market profile 1.4 Identify features of products or services in accordance with marketing plan

Element:

2. Assess current level of consumer interest

Performance Criteria:

2.1 Investigate consumer need for 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 for effectiveness of focus of appeal; both within Australia and within relevant international settings 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 marketing plan

Element:

3. Recommend marketing strategies

Performance Criteria:

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


Learning Outcomes


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 deliveries 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.


Teaching Schedule

eek
 
Week CommencingTopicsAssessment
 
16th Feb 2017Introductions
Rules
Evaluate learning skills, RPL and Credit Transfers
Explain cluster and outline both units.
Explain relationship with Analyse/Forcast data units.
Three steps to segmenting

 

 
213th FebWhole market
Consumer segments
 
Brief Assessment One
 
320th FebEvaluating market interest
Segmentation strategies
 
427th FebDescribing people:
Demographics
Psychographics
Usage
Media
 
56th MarchProfiling
Attitudes, opinions, beliefs.
Cultural impact
Assessment One due.
 
613th March

Changing negative attitudes.
Needs and Value (Maslow)
Hedonic and Utilitarian
Features and Benefits

Note: Labor Day holiday 13th March

Brief Assessment Two
 
720th MarchPositioning
Focus of Appeal
 
827 MarchPath to Purchase
Marketing strategies.
 
 
 August 29Break 
93rd AprilWorkshop and Revision.
 

 
10a10th AprilProfile the target consumers
Identify consumer needs

Assessment Two due

Brief Assessment 3

10b17th April

Mid Semester Break 13th to 19th Inclusive

 
11Sept 19Positioning strategies
 
 
12Sept 26Focus of Appeal strategies.
 
 
13Oct 3Revision and review 
1415th MayWorkshop Assessment Three
 
Assessment Three due
 
1522nd MayRevision and review 
1629th MayResits and student feedback
 
 


Learning Resources

Prescribed Texts


References


Other Resources


Overview of Assessment

This course is co-delivered and co-assessed with MKTG7890C Profile International Markets

Assessment Methods

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.

Performance Evidence

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.

Knowledge Evidence

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

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.


Assessment Tasks

This course is codelivered and coassessed with MKTG7890c 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 behaviour 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.


Assessment Matrix

Submission Requirements
You should:
• Ensure that you submit assessments on or before the due date.
• Always retain a copy of your assessment tasks. (Hard copy and soft copy)
• When you submit work for assessment at RMIT University you need to use a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of each assessment task is available on blackboard.
• Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2,

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
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

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.

Marking Guide (Grading)
After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

Final Grades table:
CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – Graded
NYC Not Yet Competent
DNS Did Not Submit for assessment
Further information regarding the application of the grading criteria will be provided by your teacher.

Other Information

Academic Integrity
Plagiarism
Plagiarism is a form of cheating in assessment and may occur in oral, written or visual presentations. It is the presentation of the work, idea or creation of another person, without appropriate referencing, as though it is your own.
The penalties for cheating in assessment are severe, whether the cheating involves plagiarism, fabrication, falsification of data, copyright infringement or some other method. Penalties can include charges of academic misconduct, cancellation of results and exclusion from your course. It is also a disciplinary offence for you to allow your work to be plagiarised by another student.

Referencing
RMIT Business produce their own referencing guidelines entitled Written reports and essays: guidelines for referencing and presentation in RMIT Business which all Business students should use.
RMIT Business referencing guidelines (RTF, 1,286 KB, 52 pages); A supporting Referencing website has been developed for the RMIT Business guidelines.You can find out more about Academic Integrity at RMIT’s Academic Integrity webpage

Group Assessment
A number of your assessments will rely upon group work. This is a critical part of your program as in the workplace you will be regularly required to work in a team environment. Teamwork is also one of the key employability skills for this qualification.

The key to being successful in group work is getting to know your classmates and finding out what they want to achieve. You should seek to find a team which shares your key interests and drivers.

If you are facing issues with your group, the key is to resolve them quickly well before assessments are due. If you need to you can seek support from your teacher.

Course Overview: Access Course Overview