Course Title: Analyse consumer behaviour for specific markets

Part B: Course Detail

Teaching Period: Term1 2015

Course Code: MKTG5814C

Course Title: Analyse consumer behaviour for specific markets

School: 650T Vocational Business Education

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

Katie Crandon

Ph: + 61 3 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


1. Confirm product or 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


2. 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


3. Recommend a focus of appeal for marketing strategies for a product or 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.  The self-paced activities will be delivered through various technology platforms and include your contribution to tutorial activities and interactive sessions. The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment. We expect you to participate and contribute in all scheduled learning activities.

Teaching Schedule

 This course is delivered and assessed in conjunction with MKTG5815C Profile the Market (Profile the Market BSBMKG401B)

WeekWeek CommencingTopicsAssessment
19/2/15(1) Course Induction
• Course delivery and assessment details
• Assessment details and assessment task and feedback guide (including Grading, Plagiarism, Appeals, Extensions, Feedback, Privacy, Submission requirements, Resubmission policy, Online learning environment, Where to get support – Student study support)
Pre-Training Review
• Conduct an LLN skills analysis- one per student
• Explain Recognition of Prior Learning and Credit Transfers (for new students)
Student checklist
Handout checklist and get each student to sign and hand back. Includes: student responsibilities (ie: must check emails and bb shells weekly). Program map to confirm all students enrolled correctly.

Library Services: Guest Speaker

216/2/15Understanding Consumer Behaviour 

Consumer Behaviour Model
Buyer Decision Making – Business to Consumer – 5 step decision making process

Business Behaviour Model
Business to Business – 7 step model
Assessment 1 - Overview


Identifying the Customer/ Market Segmentation

59/3/15Profile the Customer Assessment 1 Due

Consumer Trends and application to Brands


Positioning /Strategy

830/3/15Interactive Workshop – Exploring technologies & presentation formats 
913/4/15Verbal Presentations  - In Class Presentations - Assessment 2Assessment 2 Due
1020/4/15Verbal Presentations - In Class Presentations - Assessment 2Assessment 2 Due
1127/4/15Area of Differentiation
Exploring Brands with strong differentiation
124/5/15Developing Perceptual Maps & Exploring Brands.
Workshop: Examining advertisements and positioning statements

Understanding Consumer Behaviour and developing Advertising strategies for clients.

1418/5/15In Class Verbal presentations - Assessment 3Assessment 3 Due
1525/5/15In Class Verbal presentations - Assessment 3Assessment 3 Due
161/6/15Resubmissions and Feedback  

Learning Resources

Prescribed Texts


Other Resources

There is no additional text for this course. Students are expected to download material presented in class from Blackboard. Students are expected to use the resources of the RMIT Library and material available on the internet.

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 delivered and assessed in conjunction with MKTG5815C Profile the Market (BSBMKG401B Profile the Market)
Students are required to complete 3 total tasks. All tasks must successfully be completed to be deemed competent in this unit. Assessment in this course will be a combination of individual and group work. Assessment tasks will be assessed using various methods including online tools, written reports and verbal presentations.

Assessment Task 1 –Buyer Decision Making – Week 5 – Individual

Students will be required to demonstrate their knowledge and ability to understand the stages in Buyer Decision Making Process. Students will be required to select a product and service of their choice and detail the steps a consumer and business takes in purchasing this product and/ or service. Students will be required to submit two models:
Business to Consumer (5 steps) – using a product purchased from a supermarket or department store
Business to Business Model (7 steps) – using a service purchase in the advertising industry. Eg Advertising agency sourcing an external supplier such as photographer etc.

Students will be required to support their Decision making processes through documented research and evidence that supports their findings.

Assessment Task 2 – Create a Customer Avatar – Week 9/ 10 (Group (Pairs) – Verbal Presentation/ Written Report 1500 words

In groups no larger than 3, students are to verbally present, profile and report on two target audiences that are the typical buyers of the brand/ product or service of their choice. In addition students are required to analyse creative pieces that are used by the brand, product and service and present their findings on whether the materials are effective or ineffective in attracting the typical buyers. This assessment task is made up of 3 parts:

Part 1 - Verbal Presentation
Part 2 – Profiles of the Target Audiences
Part 3 – Written report with supportive creative evidence

Students will need to complete all three parts to demonstrate competency in this assessment task.  Students will be required to electronically submit a copy of their verbal presentation in Week 9. The written report is to be electronically submitted Week 10.

Assessment Task 3 – Brand Positioning Statement & Perceptual Map - Week 14, 15 - Verbal Presentation

Students are required to select a small local business of their choice. In groups (no more than 3) students are required to research the small business and provide a positioning strategy and perceptual map that supports their findings. Students are to identify the small business competitors, area of differentiation and USP. Using this information students are to construct a perceptual map that supports their findings and present a positioning statement.
A guidance Template will be provided. All students will be required to electronically submit a copy of their presentation in Week 14 via Blackboard. 

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

Work to be saved in a word doc or .pdf and uploaded to the assessment tab in your course blackboard shell by required date. Work sent by email will not be marked.

Work submitted after the deadline and without one of the forms below will not be accepted or marked.

Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to circumstances beyond your control, you must apply for an application of extension time BEFORE the due date:
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.
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 for extension time and special consideration can be found at:;ID=ls0ydfokry9rz.

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. Cover sheets for submission of work is available from the Student forms website.
It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by week 16.

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