Course Title: Consumer Decision Making

Part A: Course Overview

Program: C4121

Course Title: Consumer Decision Making

Portfolio: BUS

Nominal Hours: 110.0

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.

Course Code	Campus	Career	School	Learning Mode	Teaching Period(s)
MKTG7205L	City Campus	TAFE	650T TAFE Business	Face-to-Face or Workplace

Course Contact: Emma Rogers

Course Contact Phone: +61 3 9925 5473

Course Contact Email: emma.rogers@rmit.edu.au

Course Description

This unit covers analysis of consumer behaviour to enable marketing to be targeted to specific markets and specific needs.

It also covers segmenting the market, the selection of targeting strategies and tactics, the profiling of a target or target segments and the development of positioning strategies and implementation activities.

Pre-requisite Courses and Assumed Knowledge and Capabilities

Nil

National Competency Codes and Titles

National Element Code & Title:	BSBMKG401A Profile the market
Elements:	Assess the reasons for existing levels of consumer interest
	Confirm product/service market
	Develop a positioning strategy
	Identify the target market
	Profile target audience
	Recommend a focus of appeal for marketing strategies for a product/service
	Segment the market

Learning Outcomes

Students will learn from a practical and theoretical perspective how consumer behaviour and profiling a target audience fit
Students will analyse how businesses complete these two components of the marketing process by:
Collecting, analysing, and organising information
Communicating ideas and information
Working with teams and others
Solving problems
Using technology and the media

Overview of Assessment

25% Practical Assignment 1 (Pairs or individual)
25% Practical Assignment 2 (Pairs or individual)
50% Major Assignment (Pairs)


Competency Element Practical Assign 1 Practical Assign 2 Major Assign
Confirm product/service market
Assess the reasons for existing levels of consumer interest
Recommend a focus of appeal for marketing strategies for a product/service
Segment the market
Identify the target market
Profile target audience
Develop a positioning strategy