Course Title: Analyse consumer behaviour for specific markets

Part B: Course Detail

Teaching Period: Term1 2017

Course Code: MKTG5814C

Course Title: Analyse consumer behaviour for specific markets

School: 650T Vocational Business Education

Campus: City Campus

Program: C5371 - Diploma of Business (Public Relations)

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email: sally.parrott@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Julie Makin

julia.makin@rmit.edu.au 

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


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG402B Analyse consumer behaviour for specific markets

Element:

1. Confirm product or service market

Performance Criteria:

1.1. Gather information on the market or market segment for a product or service in accordance with the marketing plan


1.2. Identify consumer attributes for the market or market segment from the market profile or existing customer data


1.3. Identify and test features of the product or service in accordance with the marketing plan

Element:

2. Assess the 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 a product or service in relation to the effectiveness of its focus of appeal


2.3. Assess, test and estimate the 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. Assess organisational behaviour capability to respond quickly to consumer demand for products or services in accordance with the marketing plan

Element:

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

Performance Criteria:

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 that outlines how influences on consumer behaviour will be used to target effective marketing strategies


3.3. Ensure the focus of appeal meets legal and ethical obligations and the budgetary requirements of the marketing plan


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.


Details of Learning Activities

This course engages students with a broad variety of learning activities, including group research, group discussions, guided questionnaires with TED Talks, in class comprehension tasks and more.


Teaching Schedule

Week 1 - Course Induction:
• Course delivery details
• Assessment details and Assessment Task & Feedback Guide
• Grading – remind them of codes (HD, D, C, P) and no marks
• Plagiarism – must have signed cover sheets on all assessments
• Appeals – take them through this process and where it is on website
• Extensions – take them through process (details on website.)
• Feedback – when they can contact you and expect a response.
• Submission requirements – how all work must be uploaded online
• Resubmission policy – one resubmission, marked to a pass allowed
• Course support documents – any text books or readings
• Online learning environment – go through Blackboard shell 
• Where to get support - Student study support details
Pre-Training Review
• Conduct an LLN Skills analysis – one per student group
• Explain Recognition of Prior Learning and Credit Transfers (for new students)
Student checklist
Handout checklist and get each student to sign and hand back. Includes:
Student responsibilities (i.e.: must check emails and bb shells weekly)
Program map to confirm all students are correctly enrolled

Content: Course Overview – Class Activity
 

Week 2 :Assessment One overview

Introduction to Market research
Market Research Process

Value and Consumer Behaviour Value Framework

Week  3

Focus Groups

Perception

 Week 4:

Secondary Data

Comprehension, memory and cognitive learning

Week 5:

Surveys – Questionnaire Design

Motivation and Emotions driving consumer behaviour

 Week 6:

First assessment

Surveys – Questionnaire Design

Week 7:

Personality , lifestyles

Sampling 

Attitudes

 Week :8

Sampling

Consumer Culture
Group and Interpersonal Influence
 

  Week 9: 

Market research analysis

Consumer decision making

 

    Week 10,11,12: 

Class time for Major Assignment

Week 13

Major Assignment Due

Week 14

Revision

Week 15,16

Assessment Three :Individual Interviews


Learning Resources

Prescribed Texts


References


Other Resources


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.

 


Assessment Tasks

ASSESSMENT DETAILS:

Three assessments consisting of:

  • Assessment one: individual report
  • Assessment two: group-based (no more than four members)
  • Assessment three group-based (same group as assessment two)

IMPORTANT: In week three you will need to decide on your group members as all three assessments relate to one another. You will need to complete the first assessment on the same product as your group members.

Assessment Task 1:  Individual Research Brief

  • 25% of total mark
  • Briefed Week 3
  • Due Week 7: 11:59pm Thursday 23 March

General Instruction

An individual research brief to be completed on a particular product that you can choose trough group consensus in week 3. The assessments for the cluster flow on from each other. As such the same topic will be used for all assessments for the two units.

You are to assume the role of the CEO of an up and coming company that is looking to expand to Australia. The assessments will be based on the collection and analysis of data relating to the consumer behaviour for a specific market.

For the first assessment, you need to complete a research brief that will be used to form the scope and objectives for your second assessment.  With 8 out 10 businesses failing within the first five years of establishment, undertaking market research is an imperative tool to create business success and longevity.

Assessment Task 2: Major Research Project

 

  • 50% of total mark
  • Briefed: Week 6
  • Due: Week 12 (11.59pm Thursday 13 May)

General Instruction

In groups of four you are to assume the role of a market research organisation. The market research will be conducted in order to solve the marketing opportunity/objective (as agreed upon by your group).

The research report must contain a comprehensive plan that describes how the client organisation can achieve the opportunity or problem that has been identified.  

Assessment Task 3: Presentation

  • 25% of total mark
  • Briefed: Week 6
  • Due: Week 14 (in class)

As a group, you will now assume the role of the company that is selling the product. This 30-minute presentation should be thought of as a pitch. You are pitching why you should receive funding for this product so that it can be launched and sold in Australia. It can be fun, interesting and completed in a way that is unique to you and the intended audience. As part of the presentation you will need to use visual aids.

This assessment is designed to:

  • Demonstrate your understanding of the product component in the marketing mix
  • Demonstrate your ability to identify key characteristics of products
  • Demonstrate your ability to assess pricing policy and analyse pricing variables and present a recommendation on how a product will be priced
  • Identify distribution strategies and present a recommendation on how the product will be distributed
  • Demonstrate your ability to identify a customer base
  • Present your information in an interesting and compelling manner

In this presentation you are required to present on the following:

  • An introduction to the product
  • The marketing mix strategy you selected and why
  • Your rationale for the focus of appeal (positioning) you would recommend to influence consumer behaviour.
  • Your target audience
  • Any legal or ethical obligations to be considered to ensure the focus of appeal meets all requirements.
  • Why you should receive funding for this product


Assessment Matrix

A detailed matrix is available with each assessment cover sheet. Please enquire on Blackboard.

Course Overview: Access Course Overview