Course Title: Analyse consumer behaviour for specific markets

Part B: Course Detail

Teaching Period: Term2 2012

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

Name and Contact Details of All Other Relevant Staff

Vicki Cole

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


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:


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

 Observe and survey the target market
 Research, collect and analyse data on a fashion company
 Group discussion on company’s marketing mix and positioning strategies
 Work in a group to brainstorm recommendations for marketing plan
 Use technology to prepare assignments (Communication and technology)
 Use On-line activities (Technology)
 Use technology to present findings of research (Communication and technology)
 Design appropriate format for assignments (Initiative and enterprise)

Teaching Schedule

1 Assessments structure/format Mission statement/Code of Ethics and Behaviour
2 Questionnaire Design
3 Questionnaire Design
Confirm time/location of survey
4 Field work
5 Field work
6 Data analysis Preparation for report & presentation
7 Preparation time for Report submission & Oral Presentation
8 Preparation of the Marketing Plan Current Market situation
9 Preparation of the Marketing Plan SWOT and issues analysis
10 Preparation of the Marketing Plan Objectives Marketing Strategies
11 Preparation of the Marketing Plan Action Program Projected profit and loss statement/Budget
12 Preparation of the marketing plan Controls Executive summary/table of contents
13 Group to finalise Marketing plan contents
14 Preparation of the marketing plan Report format & structure Time table for Oral presentations
15 Preparation for Oral presentation
16 Marketing Plan Due Teachers available for consultation/oral presentation practice

Learning Resources

Prescribed Texts

Peter Rix: Marketing, a practical approach (6e), McGraw Hill,2007 (ISBN: 10: 0-07-4717)  


Rag Trader Magazine Business Review Weekly, IBIS Industry databases

Other Resources

Check library for DVDs, videos, databases, e-journals and journals
Overview of Assessment
Conduct consumer surveys, write a market research report and marketing plan

Overview of Assessment

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

Assessment Tasks

Questionnaire design Design a questionnaire based on a TCF company’s information requirements 10 marks
Data analysis report Collate survey data and write a report 20 marks
Marketing plan Write a marketing plan for a specific product category 50 marks
Oral presentation Power point presentation to industry personnel 20 marks

Assessment Matrix

Course Overview: Access Course Overview