Course Title: Analyse consumer behaviour

Part B: Course Detail

Teaching Period: Term2 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: sylvia.baroutis@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 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

Element:

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

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 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

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 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 practice your skills in simulated work-based activities.


Teaching Schedule

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

Week

Date (w/b)

Topic/Learning Outcomes

Assessments

1

 Not applicable

 

 

2

 Not applicable

 

 

3

 Not applicable

 

 

4

 Not applicable

 

 

5

 Not applicable

 

 

6

 Not applicable

 

 

7

 Not applicable

 

 

8

 Not applicable

 

 

9

Sept 4
(Course Week 1)

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

Extensions/resubmissions

Feedback in this course

Getting help

 

Defining marketing for the new realities

Capturing marketing Insights

Connecting with consumers and business markets

 

10


Sept 11
(Course Week 2)

Identifying market segments

 

  

Online - Foundation Skills - Teamwork

Identifying market target

 

 

11

Sept 18
(Course Week 3)

Product and service strategies

Online - Foundation Skills - Research

Product and service strategies II

 

 

12

Sept 25
(Course Week 4)

Pricing strategies (Price)

Online - Foundation Skills - Writing

Distribution Strategies (Placement)

 

 

13

Oct 2
(Course Week 5)

Promotional strategies (Promotion)

Online - Foundation Skills - Presentation

Promotional strategies II

 

 

14

Oct 9
(Course Week 6)

Applying knowledge and skills

Online - foundation Skills - Writing

Summary of the course

WIP – Assessment 1

 

 

 

15

Oct 16
(Course Week 7)

Applying knowledge and skills

Online - Foundation skills - Assessments

WIP – Assessment 2

 

Assessment Task 1 Due:
Marketing Plan (Individual Assessment)

 

16

Oct 23
(Course Week 8)

 

Applying knowledge and skills

Online - Foundation skills - technology

Working on Resits/Resubmits (if required)

Assessment Task 2 Due:
Presentation during Session 1 for the week (Individual Assessment)

17

Oct 30

Review

 


Learning Resources

Prescribed Texts

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

9781486002696


References


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
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

  1. There are two assessment tasks for the Cluster:

Assessment Task 1: Marketing Plan (Individual Assessment) - Due: 20 October 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 2: Presentation (Individual Assessment) Due: 23 - 27 October 2017 (during the first session for the week)

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

 

 

 


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: http://www.rmit.edu.au/stduents/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
F (unresolved)
orm to use:  http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf

Resubmission (VE Programs)

If you are found to be Not Yet Competent in a Course Assessment Task (or you do not submit/attend) 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. 

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.

Grading and re-submissions

Re-submissions do not contribute to your overall grade for the course.

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=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