Course Title: Analyse consumer behaviour for specific markets

Part B: Course Detail

Teaching Period: Term1 2012

Course Code: MKTG5814C

Course Title: Analyse consumer behaviour for specific markets

School: 650T TAFE Business

Campus: City Campus

Program: C4227 - Certificate IV in Advertising

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact

Name and Contact Details of All Other Relevant Staff

Jack Shearer

9925 5433

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


Course Description

This unit applies to individuals working in a marketing team who need to analyse consumer behaviour to examine the factors that impact on decisions to purchase products or services. Having thoroughly analysed consumer attitudes and behaviour, recommendations can be made on marketing strategies to increase consumption of the product or service being marketed.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG402B Analyse consumer behaviour for specific markets


Assess the reasons for existing levels of consumer interest

Performance Criteria:

Investigate consumer need for the product or service through analysis of trends and past performance
2.2 Review past marketing or positioning of a product or service in relation to the effectiveness of its focus of appeal
2.3 Assess, test and estimate the impact of individual, societal and lifestyle influences on consumer behaviour for a product or service
2.4 Analyse consumer responses to previous marketing communications
2.5 Assess organisational behaviour capability to respond quickly to consumer demand for products or services in accordance with the marketing plan


Confirm product/service market

Performance Criteria:

Gather information on the market or market segment for a product or service in accordance with the marketing plan
1.2 Identify consumer attributes for the market or market segment from the market profile or existing customer data
1.3 Identify and test features of the product or service in accordance with the marketing plan


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

Performance Criteria:

3.1 Ensure marketing strategies address innate and acquired needs of consumers and appeal to the motives that influence decision making
3.2 Present a rationale for the focus of appeal that outlines how influences on consumer behaviour will be used to target effective marketing strategies
3.3 Ensure the focus of appeal meets legal and ethical obligations and the budgetary requirements of the marketing plan

Learning Outcomes

This unit describes the performance outcomes, skills and knowledge required to analyse consumer behaviour to target marketing to specific markets and specific needs.

Details of Learning Activities

A range of learning activities are planned for this course including self-paced and collaborative classroom based activities.
This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual assessment activities. These assessable activities will be provided through a combination of face to face teacher/student deliveries, workshops and laboratory exercises. Additional assessable activities may also be provided to students to complete outside of the timetabled time. The concepts learned will be explored through the investigation of real world and simulated environments.

Teaching Schedule

Week beginning, Element: Single Group Classroom Sessions Topic
Week 01 – 06 Feb Course introduction Expectations.
Week 02 – 13 Feb What is CB and Why Should I Care
Week 03 – 20 Feb Value and the Consumer Behaviour Value Framework
Week 04 – 27 Feb Consumer Learning Starts Here: Perception
Week 05 – 05 Mar Comprehension, Memory, & Cognitive Learning
Week 06 – 12 Mar Motivation and Emotions--Driving Consumer Behaviour
Week 07 – 19 Mar Personality, Lifestyles and the Self-Concept
Week 08 – 26 Mar Attitudes and Attitude Change
Week 09 – 02 Apr Culture and Consumers
Mid semester break (5 April – 11 April)
Week 09 – 09 Apr Culture and Consumers
Week 10 – 16 Apr Group Influence
Week 11 – 23 Apr Consumers in Situations
Week 12 – 30 Apr Decision Making Need Recognition & Search, Alternative Evaluation & Choice.
Week 13 – 07 May Marketing Ethics, Misbehaviour, and Value/Marketing Budgeting
Week 14 – 14 May Consumption to Satisfaction
Week 15 – 21 May Oral Presentations
Week 16 – 28 May Resubmission

Learning Resources

Prescribed Texts

No prescribed text


References provided in class

Other Resources


Library Database

May require personal laptop

Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.

Assessment Tasks

TASK 1 Due Date: 30Apr12 Written description covering all topics from week 1 through to week 7.
TASK 2 Due Date: 14May12 A 5 minute Individual Oral Presentation. Students will use power points with text, diagrams and graphs to describe the topics covered from week 7 through to week 13. This presentation must be delivered extemporaneously and against the marking guide presented in class.

Assessment Matrix

Course Overview: Access Course Overview