Course Title: Profile the market

Part B: Course Detail

Teaching Period: Term1 2012

Course Code: MKTG5815C

Course Title: Profile the market

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: 50

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 are responsible for segmenting a target market to review alignment with organisational marketing objectives. This involves identifying viable market segments and profiling target consumers, and then defining the target market in more detail and developing strategies to position products and services.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG401B Profile the market


Develop a positioning strategy

Performance Criteria:

4.1. Identify available positioning strategies and choose a strategy to meet marketing requirements and consumer profile
4.2. Write a positioning implementation plan containing several options, in accordance with organisational requirements
4.3. Submit plan to supervisor within specified time lines and make appropriate adjustments based on feedback


Identify the target market

Performance Criteria:

2.1. Evaluate approaches to determining and describing the total market for a product or service
2.2. Define the target market in terms of the consumers to be included as prospective users of a product or service, and the selected market segments
2.3. Use segment descriptors to describe the target market
2.4. Identify available strategic marketing options and select targeting strategies that best meet the requirements of the marketing plan


Profile target audience

Performance Criteria:

3.1. Describe the total market and selected market segments in the form of a consumer profile
3.2. Identify consumer characteristics in standard statistical terms and/or the descriptive terms used in media selection in the consumer profile
3.3. Use demographic and/or psychographic descriptions in the consumer profile in accordance with the requirements of the marketing plan
3.4. Describe consumer attitudes to products or services being offered
3.5. Ensure profile meets organisational requirements in terms of language, format, content and level of detail


Segment the market

Performance Criteria:

1.1. Identify criteria for use in segmenting the market in accordance with the marketing plan
1.2. Identify and access sources of information for segmenting and profiling markets in accordance with the marketing plan
1.3. Segment the market in accordance with identified criteria
1.4. Review market segments for their usefulness in terms of factors such as their size, potential, distinctive needs, easy identification of members or distinctive media use patterns
1.5. Select market segments to meet marketing objectives, and choose and apply new segmentation criteria if required

Learning Outcomes

This unit describes the performance outcomes, skills and knowledge required to profile a target market or market segments in accordance with a marketing plan and to develop market positioning strategies.

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 Week Commencing Topic Comments / Notes / Assessment due
1 06 Feb Course introduction
2 13 Feb What is CB and Why Should I Care
3 20 Feb Value and the Consumer Behaviour Value Framework
4 27 Feb Consumer Learning Starts Here: Perception
5 05 Mar Comprehension, Memory, & Cognitive Learning
6 12 Mar Motivation and Emotions--Driving Consumer Behaviour
7 19 Mar Personality, Lifestyles and the Self-Concept
8 26 Mar Attitudes and Attitude Change
9 02 Apr Culture and Consumers
9 05Apr-11Apr Mid semester break
10 09 Apr Culture and Consumers
11 16 Apr Group Influence
12 23 Apr Consumers in Situations
13 30 Apr Decision Making I: Need Recognition & Search. Alternative Evaluation & Choice. Task 1 due
14 07 May Consumption to Satisfaction
15 14 May Oral Presentations Oral Presentations
16 21 May Resubmission and remaining Presentations
17 28 May Resubmission

Learning Resources

Prescribed Texts

No prescribed text.


Other Resources

Internet and electronic media

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