Course Title: Analyse consumer behaviour for specific markets

Part A: Course Overview

Program: C4219

Course Title: Analyse consumer behaviour for specific markets

Portfolio: DSC

Nominal Hours: 60.0

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)

MKTG7755C

Brunswick Campus

TAFE

350T Fashion & Textiles

Face-to-Face

Term1 2009,
Term2 2011,
Term2 2012,
Term2 2013,
Term2 2014

Course Contact: Yuping Li

Course Contact Phone: +61 3 9925 4145

Course Contact Email: yuping.li@rmit.edu.au


Course Description

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


Pre-requisite Courses and Assumed Knowledge and Capabilities

MKTG55770C Analyse textiles clothing and footwear merchandising and marketing principles



National Competency Codes and Titles

National Element Code & Title:

BSBMKG402A Analyse consumer behaviour for specific markets

Elements:

1.  Confirm product/service market

2. Assess the reasons for existing levels of consumer interest

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


Learning Outcomes

On successful completion of this course you will have developed and applied the skills and knowledge required to demonstrate competency in the above elements.


Overview of Assessment

Conduct consumer surveys, write a market research report and marketing plan