Course Title: Analyse consumer behaviour for specific markets

Part B: Course Detail

Teaching Period: Term1 2009

Course Code: MKTG7755C

Course Title: Analyse consumer behaviour for specific markets

School: 350T Fashion & Textiles

Campus: Brunswick Campus

Program: C4219 - Certificate IV in Fashion and Textiles Merchandising

Course Contact : Yuping Li

Course Contact Phone: +61 3 9925 4145

Course Contact Email:yuping.li@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

MKTG55770C Analyse textiles clothing and footwear merchandising and marketing principles

Course Description

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


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG402A Analyse consumer behaviour for specific markets

Element:

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

 

Performance Criteria:


1.1 The market or market segment for a product or service is identified in accordance with the marketing plan

1.2 Consumer attributes for the market or market segment are identified from the market profile

1.3 Features of the product/service are identified in accordance with the marketing plan


2.1 Consumer need for the product/service is investigated through analysis of trends and past performance

2.2 Past marketing or positioning of a product/service is reviewed in relation to the effectiveness of its focus of appeal

2.3 Individual influences on consumer behaviour are assessed and their impact estimated for a product/service

2.4 Social influences on consumer behaviour are assessed and their impact estimated for a product/service

2.5 Lifestyle influences on consumer behaviour are assessed and their impact estimated for a product/service

2.6 Organisational behaviour is assessed in relation to a product or service in accordance with the marketing plan 


3.1 Marketing strategies address innate and acquired needs of consumers and appeal to the motives that influence decision making

3.2 A rationale for the focus of appeal is presented that outlines how influences on consumer behaviour will be used to target effective marketing strategies

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



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.


Details of Learning Activities

Lectures, class discussions, field trip and observations, secondary research, report writing and oral presentation.


Teaching Schedule

WeekContentsElements
1Assessments structure/format
Finalise teams
Mission statement/Code of Ethics and Behaviour
BUBMKG408A -1.1, 1.4

BUBMKG402A- 1.1, 1.2, 1.3
2Questionnaire Design BUBMKG408A -1.2, 1.3, 2.1, 2.2, 2.3, 2.4, 4.2
3

Questionnaire Design

Confirm time/location of survey

BUBMKG408A -1.2, 1.3, 2.1, 2.2, 2.3, 2.4, 4.1, 4.2
4Field work BUBMKG408A -3.1, 3.2, 3.3, 3.4, 4.3, 4.4, 4.5
5Field work BUBMKG408A -3.1, 3.2, 3.3, 3.4, 4.3, 4.4, 4.5
6Data analysis
Preparation for report & presentation
BUBMKG408A -5.1, 5.2, 5.3, 5.4, 5.5
7Preparation time for
Report submission &
Oral Presentation
BUBMKG408A -6.1, 6.2, 6.3, 6.4, 6.5
8Preparation of the Marketing Plan
Current Market situation
BUBMKG402A- 2.1, 2.2, 2.3, 2.4, 2.5

BUBMKG403A-1.1, 1.2, 1.3, 1.4, 2.1, 2.2
9Preparation of the Marketing Plan
SWOT and issues analysis
BUBMKG403A-3.1, 3.2, 3.3, 3.4
10Preparation of the Marketing Plan
Objectives
Marketing Strategies
BSBCMN414A- 1.1, 1.2, 1.3, 1.4, 1.5
11
Preparation of the Marketing Plan
Action Program
Projected profit and loss statement/Budget
BUBMKG402A- 1.1, 1.2, 1.3
BSBCMN414A -2.1, 2.2, 2.3, 3.1, 3.2, 4.1, 4.2, 4.3
12Preparation of the marketing plan
Controls
Executive summary/table of contents
BUBMKG402A- 1.1, 1.2, 1.3
BSBCMN414A -2.1, 2.2, 2.3, 3.1, 3.2, 4.1, 4.2, 4.3
13Group to finalise Marketing plan contents BUBMKG402A- 1.1, 1.2, 1.3
BSBCMN414A -2.1, 2.2, 2.3, 3.1, 3.2, 4.1, 4.2, 4.3
14Preparation of the marketing plan
Report format & structure
Time table for Oral presentations
BUBMKG402A- 1.1, 1.2, 1.3
BSBCMN414A -2.1, 2.2, 2.3, 3.1, 3.2, 4.1, 4.2, 4.3
15Preparation for Oral presentation BUBMKG402A- 1.1, 1.2, 1.3
BSBCMN414A -2.1, 2.2, 2.3, 3.1, 3.2, 4.1, 4.2, 4.3
16Marketing Plan Due
Teachers available for consultation/oral presentation practice
BUBMKG402A- 1.1, 1.2, 1.3
BSBCMN414A -2.1, 2.2, 2.3, 3.1, 3.2, 4.1, 4.2, 4.3
17Oral presentations 
18Results 

Teaching scheldule may be subject to change


Learning Resources

Prescribed Texts

Peter Rix: Marketing, a practical approach (6e), Mcgraw Hill, 2007

10: 0-07-4717


References


Other Resources

Rag Trader Magazine

Business Review Weekly


Overview of Assessment

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


Assessment Tasks

Clustered assessment tasks:

1. Questionnaire design:  Design a questionnaire based on a TCF company’s information requirements -10%

2. Data analysis report: Collate survey data and write a report -  20%

3. Marketing plan: Write a marketing plan for a specifc product category - 50%

4. Oral presentation:Power point presentation to industry personnel - 20%


Assessment Matrix

Clustered assessments
CompetencyQustionnaire designdata analysis/reportwritten report/marketing planoral presentation
BUBMKG402A                                √                  √
BUBMKG403A                                                                          √                  √
BUBMKG408A                              √                              √  
BSBCMN414A                                  √                    √

Other Information

A TCF company will be identified and a particular product category will be given to each student group. Students will be asked to develop a survey questionnaire based on the company’s information requirements,  select minimum. 50 respondants and conduct the surveys. The survey data will be collated and analysed by using computer software and a report will be produced for the company.

A marketing plan for the product category will be produced, which include the research of market trends, competitors and external environments. Company’s current marketing practices and product performance will be evaluated and reccommendations will be made to improve the product category’s sales. A power point presentation of the marketing plan will be given to the industry personnel at the end of the semester.

Course Overview: Access Course Overview