Course Title: Analyse consumer behaviour for specific markets

Part A: Course Overview

Program: C5371 Diploma of Business (Public Relations)

Course Title: Analyse consumer behaviour for specific markets

Portfolio: BUS Portfolio Office

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.

Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG5814C

City Campus

TAFE

650T Vocational Business Education

Face-to-Face or Workplace

Term1 2017,
Term2 2017

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email: Julia.makin@rmit.edu.au



Course Description

This unit describes the performance outcomes, skills and knowledge required to analyse consumer behaviour to target marketing to specific markets and specific needs.

Pre-requisite Courses and Assumed Knowledge and Capabilities

None



National Competency Codes and Titles

National Element Code & Title:

BSBMKG402B Analyse consumer behaviour for specific markets

Elements:

1. Confirm product or service market

2. Assess the reasons for existing levels of consumer interest

3. Recommend a focus of appeal for marketing strategies for a product or service


Learning Outcomes

Learners will understand how to analyse consumer behaviour to examine the factors that impact on decisions to purchase products or services. Having thoroughly analysed consumer attitudes and behaviour, recommendations can be made on marketing strategies to increase consumption of the product or service being marketed.

This unit analyses consumer behaviour in greater detail than BSBMKG401B Profile the market, which covers more generic profiling, targeting, and positioning strategy development and planning.

This unit is relevant to individuals working within a variety of marketing communications occupational roles including advertising, public relations, direct marketing, promotional marketing or personal selling roles.


Overview of Assessment

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

 

Evidence of the ability to:  

  • document and present an analysis of consumer behaviour including recommendations on what marketing strategies should be developed to influence consumers to be more inclined to purchase a product or service

Evidence of knowledge of:

  • key provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects of business operations such as:
  • anti-discrimination legislation and the principles of equal opportunity, equity, and diversity
  • ethical principles
  • Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice
  • Free TV Australia Commercial Television Industry Code of Practice
  • privacy laws
  • industry and product or service knowledge
  • marketing communication concepts and processes
  • organisational structure, procedures and marketing objectives

Assessment Conditions

A range of assessment methods may be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

  • analysis of responses to case studies and scenarios
  • assessment of written reports containing analysis of consumer behaviour and recommendations
  • demonstration of techniques to analyse consumer behaviour
  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • observation of presentations of analysis conducted and resulting recommendations
  • oral or written questioning to assess knowledge and understanding
  • review of authenticated documents from the workplace or training environment
  • review of testimony from team members, colleagues, supervisors or managers.
  • 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.

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.