Course Title: Analyse consumer behaviour for specific markets

Part B: Course Detail

Teaching Period: Term1 2013

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

Teacher : Tony Lorkin
Telephone: 9925 5486

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:

2.1. 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, social 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:

1.1. 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

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 1 - Course introduction
Week 2 - What is CB and Why Should I Care
Week 3 - Value and the Consumer Behaviour Value Framework
Week 4 - Consumer Learning Starts Here: Perception
Week 5 - Comprehension, Memory, & Cognitive Learning ......Quiz style test based on Theory (lectures from week 2 until week 4 inclusive ) from Babin/Harris CB 4th edition.
Week 6 - Motivation and Emotions--Driving Consumer Behaviour
Week 7 - Personality, Lifestyles and the Self-Concept
28 March - 3 April (inclusive) - Mid Semester Break
Week 7 - Personality, Lifestyles and the Self-Concept
Week 8 - Attitudes and Attitude Change
Week 9 - Culture and Consumers
Week 10 - Group Influence
Week 11 - Consumers in Situations ......Submission of Paired Assignment Part A report due
Week 12 - Decision Making I: Need Recognition & Search. Alternative Evaluation & Choice.
Week 13 - Consumption to Satisfaction
Week 14 - Paired assignment Part B PPT presentation and report due
Week 15 - Assignment resubmission and feedback
Week 16 - Final Feedback on assessment results


Learning Resources

Prescribed Texts

There is no mandatory text required for this unit.  However, students are recommended to consider the purchase of the text nominated as a resource below.


CB Babin B., Harris. E., Cengfage Learning

Other Resources

As indicated in class and within weekly course materials

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

This course is co-delivered and co-assessed with MKTG5815C Profile the Market

You are required to complete 3 tasks. You must successfully complete all 3 tasks to be deemed competent in this unit.

TASK 1 - Individual quiz style test
Due Date: Week 5
Students will be given quiz (test) questions prior to the test and answers discussed in class up until week 4. Quiz (test) will be conducted as a closed book session over 1 hour.

TASK 2 - Paired Assessment
Due Date: Week 11
Students in pairs are required to submit a Part A report from a Work Integrated Learning brief delivered in week 2 using lecture information from weeks 1 until week 10. The report will be predominantly research based requirements of the brief.

TASK 3 - Paired  Assessment
Due Date: Week 14 
Students in pairs will use power points with text, diagrams and graphs to describe the topics covered from week 2 through to week 13. This presentation will make recommendations for a new direction for the organization featured in the Work Integrated Learning brief based consumer behaviour research findings in task 2.
This presentation must be delivered extemporaneously and against the marking guide presented in class and a supporting report handed in at the completion of the presentation.


More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.

Submission Requirements:
All assessment tasks need to be submitted via Blackboard.
You should:
• Ensure that you submit assessments on or before the due date. If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms is available at;ID=ls0ydfokry9rz website.
• Always retain a copy of your assessment tasks. (hard copy and soft copy)
• When you submit work for assessment at RMIT University you need to use a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of work for assessment is available from the Student forms website.
• Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.


Assessment Matrix

Full details on how this course is assessed against the Unit elements and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher.

Course Overview: Access Course Overview