Course Title: Analyse consumer behaviour

Part B: Course Detail

Teaching Period: Term1 2017

Course Code: MKTG7976C

Course Title: Analyse consumer behaviour

School: 650T Vocational Business Education

Campus: City Campus

Program: C5358 - Diploma of Business

Course Contact: Sylvia Baroutis

Course Contact Phone: (03) 9925 5469

Course Contact Email:

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


Course Description

This unit describes the skills and knowledge required to analyse consumer behaviour for markets and specific needs.

It applies to individuals who need to analyse consumer behaviour to examine factors that impact decisions to purchase products or services. They conduct a thorough analysis of consumer attitudes and behaviour, and make recommendations on marketing strategies to increase consumption of the product or service being marketed.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG419 Analyse consumer behaviour


1. Confirm product or service market

Performance Criteria:

1.1 Gather information on market or market segment for a product or service in accordance with a marketing plan
1.2 Identify consumer attributes for market or market segment from market profile or existing customer data
1.3 Identify and test features of product or service in accordance with a marketing plan


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 product or service in relation to effectiveness of its focus of appeal
2.3 Assess, estimate and test 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 Review relevant data to determine consumer digital footprints, engagement journeys and expectations
2.6 Assess organisational capability to respond quickly to consumer demand for products or services in accordance with marketing plan


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 motives that influence decision-making
3.2 Present a rationale for focus of appeal that outlines how influences on consumer behaviour will be used to target effective marketing strategies
3.3 Clarify the role of the consumer in the digital marketing environment and model engagement conversations and interventions
3.4 Ensure focus of appeal meets legal and ethical obligations and budgetary requirements of marketing plan

Learning Outcomes

Details of Learning Activities

A  range of learning activities are planned for this course including self-paced and collaborative classroom based activities.

The self-paced activities may be delivered through various technology platforms and may include your contribution to discussion threads, reflective journals, quizzes and interactive sessions.

The collaborative classroom based activities may include group discussion, group problem solving activities and opportunities to practise your skills in simulated work-based activities.

We expect you to participate and contribute in all scheduled learning activities.

Teaching Schedule

This course is clustered with the unit BSBMKG502 Establish and adjust the marketing mix


Date (w/b)

Topic/Learning Outcomes



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Introduction to the course including:

Course requirements and support documents/resources

Reminder – Blackboard access

Accuracy of enrolment – name on SATS roll

Assessment requirements/cover sheets

Reminder re plagiarism/appeals


Feedback in this course

Getting help


Defining marketing for the new realities


Capturing marketing Insights


Connecting with consumers and business markets




Split Week – Easter break – 13-19 April inclusive


Identifying market segments





Split Week – Easter break – 13-19 April inclusive


Identifying market segments




Identifying market targets


Product and service strategies





Pricing strategies


Distribution strategies





Promotional strategies





Applying knowledge and skills


WIP – Assessment 2

Assessment 1 due:

15 May 2017



Applying knowledge and skills


WIP – Assessment 3

Assessment 2 due:

22 May 2017




Applying knowledge and skills


Working on Resits/Resubmits (if required)

Assessment 3 due:

29 May 2017






Learning Resources

Prescribed Texts

Principles of marketing 6e, Armstrong et al, Pearson Australia, 2015



Other Resources

Overview of Assessment

In order to achieve competency in this unit, you must provide:

Performance Evidence

Evidence of the ability to:

  • analyse consumer behaviours
  • model consumer behaviour on alternative digital platforms
  • document and present findings and recommendations about marketing strategies that should be developed to influence consumers.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.


Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • outline relevant industry and product or service knowledge
  • explain relevant marketing communication concepts and processes
  • compare current digital channels relevant to the business and consumer against costs and benefits
  • identify organizational structures, procedures and marketing objectives


Assessment Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing communications field of work and include access to:

  • relevant legislation and regulations
  • communications equipment and technology
  • relevant workplace documentation and resources
  • case studies or, where possible, real situations
  • industry software packages and apps (where applicable).

Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.

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

There are three assessment tasks for the Cluster:

Assessment Task 1: Portfolio of Evidence (Individual Assessment) Due date: 15 May 2017

The context of this assessment is gathering marketing data for a small online business with similar products.  The purpose of this assessment is to provide students with the following:

  1. The skill to gather data and organise it in a businesslike manner
  2. Summarise statistical information and consumer behaviour
  3. The skills to use technology to send material

Assessment Task 2: Marketing Plan (Group Assessment) Due date: 22 May 2017

The context of this assessment is developing a Marketing Plan for a small online business with similar products.  The purpose of this assessment is to provide students with the following:

  1. The ability to evaluate each component of the marketing mix
  2. The skills to determine the marketing mix for a specific market
  3. Knowledge of how to monitor and adjust the marketing mix
  4. The knowledge and skills to analyse consumer behaviours

Assessment Task 3: Presentation (Group Assessment)  Due date: 29 May 2017

The context of this assessment is presenting a Marketing Plan for a small online business with similar products to a panel of investors.  The purpose of this assessment is to provide students with the following:

  1. The ability to plan, rehearse, and present with clarity and persuasiveness
  2. The ability explain consumer behaviour and the marketing mix
  3. The ability to present statistical information to analyse marketing information
  4. The ability to explain marketing communication concepts to gain a consumer response

(Each student in a team may be asked to individually demonstrate their skills and knowledge for this cluster of two units, in order to certify competency, if required.  This means that you must be acquainted with all parts of the Presentation and the Report.)

Assessment Matrix

Other Information

Submission Requirements

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 to 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 a 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, OHS2345C Ensure a safe workplace, page 1 of 10.

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:
Form to use:

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:;ID=g43abm17hc9w
F (unresolved)
orm to use:


If you are found to be Not Yet Competent 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:;ID=7us

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; this gives you the opportunity to have the level of your performance formally recognised against industry standards and employability skills.

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.


Course Overview: Access Course Overview