Course Title: Analyse consumer behaviour for specific international markets

Part B: Course Detail

Teaching Period: Term1 2020

Course Code: MKTG7891C

Course Title: Analyse consumer behaviour for specific international markets

Important Information:

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.

 

 

School: 650T Vocational Business Education

Campus: City Campus

Program: C5372 - Diploma of International Business

Course Contact: Sam Menai

Course Contact Phone: +61 3 9925 8805

Course Contact Email: sam.menai@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 involves the skills and knowledge required to examine consumer behaviour for unique international markets.

It applies to individuals who possess a sound theoretical knowledge base in international business management, and demonstrate a range of managerial skills to ensure international business activities are conducted effectively.

In this role, individuals confirm the target market, assess current level of consumer interest and develop and document recommended marketing strategies.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG517 Analyse consumer behaviour for specific international markets

Element:

1. Confirm target market

Performance Criteria:

1.1 Identify market or market segment for a product or service in accordance with the marketing plan 1.2 Identify aspects of culture that may impact international marketing of products or services within target market 1.3 Identify consumer attributes for market or market segment from market profile 1.4 Identify features of products or services in accordance with marketing plan

Element:

2. Assess current level of consumer interest

Performance Criteria:

2.1 Investigate consumer need for products or services through analysis of trends and past performance of products and services both within Australia and within relevant international settings 2.2 Review past marketing, including plans, strategies and campaigns or positioning of products or services for effectiveness of focus of appeal; both within Australia and within relevant international settings 2.3 Assess individual, social and cultural influences on consumer behaviour and estimate their impact for products or services 2.4 Assess lifestyle influences on consumer behaviour and estimate their impact for products or services 2.5 Assess organisational behaviour in relation to products or services in accordance with the marketing plan

Element:

3. Recommend marketing strategies

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, and outline how influences on consumer behaviour and cultural considerations will be used to target effective marketing strategies 3.3 Ensure focus of appeal meets legal and ethical obligations, and budgetary requirements of the marketing plan, and check for cultural appropriateness

Learning Outcomes


This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to be able to analyse consumer behaviour in an international market by confirming the target market, assessing current level of consumer interest and developing and documenting recommended marketing strategies.


Details of Learning Activities

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

The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.

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


Teaching Schedule

 

Semester 1, 2020

Week

Week Beginning

Topic

Learning Materials and Activities

Assessment Remarks

1

10th Feb 2020

Introduction to the market place and consumer needs

Course requirements and support     documents/resources

·       Course Canvas access

·       Accuracy of enrolment

·       Assessment requirements/Cover Sheets

·       Reminder re Plagiarism/Appeals

  Extensions/Re-submissions

·       Feedback in this course

·       Getting help

This week we will explore the important concepts of understanding  the market place and customer needs. We will explain in a nutshell what is marketing and than we will discuss in depth the customer's needs, wants and demand. We also introduce the five core concepts of "customer and the market".

 

2

17th Feb 2020

Understanding Consumer and business buyer behaviours

 This week we will begin to analyse consumer and business buyer behaviour. Understanding consumer buyer behaviour, and the decision making process, is the key to reaching and engaging your customers, and persuading them to buy from you

 

3

24th Feb 2020

Designing customer driven strategy and mix

This week we will explore market segmentation, targeting and positioning and why do marketers engage in these activities. We will also explain how marketing strategies should be geared toward reaching those who would benefit the most from a product or a service. 

 

4

2nd Mar 2020

Partnering and customer relationship

This week we will explain company-wide strategic planning and its four steps. We also  discuss how to design business portfolios and develop strategies

Assessment 1:

Integrated Project Part A Submission

 Due Sunday 8th Mar

5

9th Mar 2020

Marketing micro environment

This week we will describe the environmental forces that affect the company's ability to serve its customers, and what role do marketing intermediaries play in the marketing organisation's micro environment.

  

6

16 Mar 2020

Marketing Macro environment 

This week we will explain what are the main forces in the company's macro environment, and how might marketers respond to changes in the demographic environment.  

 

7

23rd Mar 2020

Products and services decisions

 

This week we define product and the main classifications of products and services. We will describe the decision companies make regarding their individual products and services, product lines and mixes.

 

8

30th Mar 2020

Managing marketing information and data

This week we will explain the importance in gaining insights about the marketplace and customers. We will define the marketing information system and discuss its parts.

 

9A

6th April  2020

Direct and digital marketing

This week we will define direct and digital marketing, and discuss its benefits for buyers and sellers. We also identify and discuss the form of direct and digital marketing.

 

 

Semester Break ( Thur 9th April- Wed 15th April) 

9B

16th April  2020

Direct and digital marketing

This week we will define direct and digital marketing, and discuss its benefits for buyers and sellers. We also identify and discuss the form of direct and digital marketing.

 

10

20th April 2020

Sustainable marketing

This week we will examine the concepts of sustainable marketing, meeting the needs of consumers, businesses and society.

Assessment 1:

Integrated Project Part B Submission 

Sunday 26th April

11

27th  April 2020

Social criticisms of marketing

This week we will identify the main social criticisms of marketing, define consumerism and environmentalism and explain how they are linked to marketing strategies

 

12

4th May 2020

The role of ethics in marketing 

This week we will explain the role of ethics and ethical behaviour in marketing. We also discuss how ethical marketing conduct presents special challenges for international marketers.

 

13

11th May 2020

Legal compliance in marketing 

This week we will explain how marketers must be legally literate, and how that almost every decision made  in marketing has some legal significance.

 

14

18th May 2020

Course revision

 

This week we will go through the entire course learning objectives as a general revision.

Assessment Task 2 Due

Role Play submission and presentation

 

15

25th May 2020

Assessments feedback and support

This week will be dedicated to assessment feedback and support for students with needs.

Assessment Task 2 Due

Role Play submission and presentation

16

 

1st June 2020

 

Interviews, Re-submissions & results

 

This week will be dedicated to re-submission of assessments if needed.

 

17

8th  June 2020

Final Interviews, Re-submissions & results

This week will be the final week for re-submission of assessments if needed.

 

 

 


Learning Resources

Prescribed Texts


References


Other Resources


Overview of Assessment

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensue that the relevant competency standards are being met.

Performance Evidence

Evidence of the ability to:

  • document process used to:
  • confirm target market
  • confirm current level of consumer interest
  • recommend marketing strategies
  • consider cultural aspects relevant to profiled market.

Knowledge Evidence

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

  • discuss cultural aspects relevant to international markets profiled
  • summarise market analysis techniques
  • describe organisational requirements for presentation of completed profile
  • outline key provisions of relevant legislation, codes of practice and national standards affecting marketing operations
  • identify sources of external and internal information on international markets.

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

You are required to complete all two assessments successfully  to be deemed competent in this course. 

 Assessment task 1: Integrated Project Part A & B

 Part A: "Assess Current Level Of Consumer Need" 

Due date Part A: End of week 5 of this course -8th Mar 2020

 


Part B: "Confirm Market Target"

Due date Part B: End of week 10 of this course - 26th April 2020

 Purpose: 

This assessment task requires you to demonstrate competency and knowledge in assessing current consumer interest and to confirm market target.  The task has two parts; providing critical thinking and market analysis using “Beats by Dre” electronics brand.

This will contribute towards providing evidence demonstrating your skills and knowledge of BSBMKG517.

This task is one of two assessment tasks you need to complete satisfactorily in order to be deemed competent for this unit. 

By completing this assessment you will be equipped with the basic knowledge and skills to tackle more complex scenarios in this course.

 

 Assessment task 2: Role Play and Submission

"Assess Current Level Of Consumer Need"

 Due date: End of week 15 of this course - ? May 2020

 Purpose: 

This assessment task requires you to demonstrate competency and knowledge in assessing and recommending marketing strategies. This task is asking you to investigate “Tesla Motors” and identify, explain and present its marketing strategies in international market.

This will contribute towards providing evidence demonstrating your skills and knowledge of BSBMKG517.

This task is one of two assessment tasks you need to complete satisfactorily in order to be deemed competent for this unit.   

By completing this assessment you will be equipped with advanced knowledge and skills required to analyse consumer behaviour in specific international market.

Assessment Conditions

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

  • office equipment and resources
  • relevant legislation, regulations, standards and codes
  • examples of plans, strategies and campaigns
  • case studies and, where possible, real situations. 

Assessors must satisfy NVR/AQTF assessor requirements

 


Assessment Matrix

The competency assessment map that maps all the assessment tasks is available on CANVAS mapping document 

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 a footer with your name, student number, the title of the assessment, unit code and title and page numbers.

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.  You must submit your application within five working days after your assessment date or due date.

More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration

Resubmissions (VE Programs):

If you are found to be unsuccessful (Not satisfactory/Unsatisfactory) in a Course Assessment Task 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.

 

Adjustments to Assessment

In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which 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

 

Final Results

 

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.

 

The following grades are available for this course

 

CA

Comptency Achieved

NYC

Not Yet Competent

DNS

Did Not Submit for Assessment

 

Course Overview: Access Course Overview