Course Title: Analyse consumer behaviour for specific markets

Part B: Course Detail

Teaching Period: Term1 2019

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: Julia Makin

Course Contact Phone: +61 3 9925 5175

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


Name and Contact Details of All Other Relevant Staff

Joe Rosagrata

Email: joe.rosagrata@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

A range of in class activities, case studies and independent research are included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.


Teaching Schedule

The course syllabus provides you with information about:

  • When classes are held, and what topics are covered each week (including the relevant
  • Unit of Competency and associated Elements/Performance Criteria);
  • What learning materials and activities need to be completed; and,
  • What assessments are due

 

Course Schedule: Analyse Consumer Behaviour for Specific Markets, Semester 1, 2019

Week

Topic/ Activities

Readings

Assessment

Week 1

11th Feb

Introduction to Consumer Behaviour

Reading: Lecture Notes Week 1 

 

 

 

Week 2

18th Feb

Market Segmentation

Reading: Lecture Notes Week 2

 

 

Week 3

25th Feb

Needs and Motivations

Reading: Lecture Notes Week 3

 

 

Week 4

4th March

  1. IBIS World
  2. Individual Self-Concept and Personality

Reading: Lecture Notes Week 4

 

 

Week 5

11th March

Labour Day public holiday Monday

The Message, Reference Groups and Personal Involvement

Reading: Lecture Notes Week 5

 

 

Week 6

18th March

Assessment 1

(In-class test)

 

Assessment 1: In-class test

Due: In-class 

Week 7

25th March

Decision Making Process in more detail

Reading: Lecture Notes Week 7

 

 

Week 8

1st April

  1. Library Presentation
  2. Assessment 2 workshop
  • (Group project)

Library databases & working in groups

 

Week 9

8th April

  1. Library Presentation
  2. Assessment 2 workshop
  • (Group project)

Writing Reports and business document formatting

 

 

Week 10 

15th April

Assessment 2 workshop

(Group project)

Visit to retail stores for Assignment 2 activities

 

Assessment 2: Group Project Due

 

Mid semester break 19th – 26th April including Easter and Anzac Day.

 

 

Week 11

29th April

Focus of Appeal

Reading: Lecture Notes Week 11

 

 

Week 12

6th May

Assessment 3 Workshop

(Group presentation)

Planning presentations and cultural considerations

 

 

Week 13

13th May

Assessment 3 workshop

(Group presentation)

Meeting minutes for group assess and planning

 

Week 14

20th May

Assessment 3 -

(Group presentation)

Presentations

Assessment 3: Group  presentation

Due: In class (refer to delivery schedule for your time) 

Week 15

27th May

Assessment 3 -

(Group presentation)

Presentations

Assessment 3: Group  presentation

Due: In class (refer to delivery schedule for your time) 

Week 16

3rd June

Week 17

10th June

Re-submission

 

Special resubmit and re-submissions

  


Learning Resources

Prescribed Texts


References


Other Resources

A range of resources will be provided to you throughout the semester.


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 1 Task -   In class Test

Date handed out            Week #1

Date and time due         : Week #6 – week commencing 18th March, 2019

Purpose: For students to demonstrate and apply their understanding of the nature of markets and market segmentation.

Requirements: In the classroom you will be provided with the industry in Australia. Referring to the industry data, you will be asked a range of questions. Examples of the type of questions you may be asked is below:

  1. Describe the market in broad terms i.e. name, size, dominant characteristics.
  2. List and describe the segments of the market the industry uses i.e. from the product or service view, using statistics from 2012 to 2016.
  3. Identify the main participants; describe their market share and any significant changes that have occurred to shares in the last three years.
  4. As a marketer what advice who you give to a Business owner entering this market?

 

Assessment 2 Task - Major Group written assignment

Date handed out:           Week #3

Date and time due:        Week #10 – 11:59 PM Sunday 21st April, 2019

Group or Individual:      Assessment 2 is to be completed in pairs or groups of three

                          

Purpose: This assessment is designed to demonstrate your:

  • Ability to identify a product or service, the attributes of the customers and gather information on the market. You can choose any brand, product or service from any industry.
  • Observe and understand the consumer decision making process
  • Ability to apply the consumer decision making process to a real life situation
  • Ability to identify features of the product or service compared to the Marketing Plan
  • Assess the impact of individual, social and lifestyle influences on consumer behaviour
  • Assess organisational behaviour to respond to consumer demand.

 

Requirements:

  1. Identify a product or service (must be in retail) and describe the retail environment such as but not limited to cafes, restaurants, food, hair, general shops (clothes, shoes, hardware, etc) and supermarkets. Is it branded or unbranded?  Chain store or sole trader? Department Store?
  2. Gather market information on your selected retail product or service. This should include identifying a customer segment (you may include demographics, lifestyle, social, cultural factors or particular attitudes to your product or service). Who are the competitors?  What information did you gather from IBIS World?
  1. Identify and assess the marketing plans for your retailer, are the features and benefits communicated to your customer segment? Review past marketing in relation to communicating its focus of appeal (positioning) to your segment.
  2. Attend your selected retailer and observe consumers in a buying situation. What are the consumer needs and wants? Assess and comment on individual, social (reference groups, social class and family) and lifestyle influences on consumer behaviour? analyse consumer responses to marketing communications in-store?

 

Details of Assessment:

You will present your findings in a professionally prescribed written document.   Much of this work will be undertaken both outside of class time and in the “Practical Sessions”.  You are encouraged to use all the resources at your disposal to provide professionally reasoned solutions to the problems given.

 

Assessment 3 Task – Presentation

Date handed out:            Week 3

Date and time due:         Week #14/15  In-class Presentation duration: 20 minutes (start 20th May)     

 Group or Individual:       Assessment 3 is to be completed in pairs or groups of three

                          

Purpose: This assessment is designed to demonstrate your:

  • Ability to review past marketing in relation to the effectiveness of its focus of appeal
  • Recommend marketing strategies that meet the needs of consumers
  • Provide a rationale for the focus of appeal to influence consumer behaviour via marketing
  • Discuss any legal and ethical obligations to be considered.

 

Requirements:

  1. You are required to articulate your overall understanding of the course taught during the semester based on your personal understanding of key theories and concepts from the semester.  
  2. Your presentation is to be framed utilising the product discussed in Assessment 2

 

Details of Assessment:

As this is the final stage of your Consumer Behaviour Assessments you will have researched, observed and analysed your Retailer over the last couple of months and have a good understanding to complete the most important component for Marketers – does the Marketing attract and engage your consumer segment?


Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS.   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 the Assessment task document that includes a declaration and statement of authorship.
  • 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. 

Other Information

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:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work   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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration   Resubmissions:   If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  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 & re-submissions   Successful re-submissions will contribute a CAG only (Competency Achieved Grading) result 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:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment   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 CA Competency Achieved – Not 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.

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