Course Title: Profile the market

Part B: Course Detail

Teaching Period: Term1 2013

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

Teacher : Tony Lorkin
Telephone: 9925 5486

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

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 ........Assessment task 1: Quiz (Test)
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 ........Assessment task 2: Part A report based on Work Integrated Learning brief
Week 12 - Decision Making I: Need Recognition & Search. Alternative Evaluation & Choice.
Week 13 - Consumption to Satisfaction
Week 14 - Assessment task 3: Part B report and PPT presentation based on Work Integrated Learning Brief
Week 15 - Feedback and Resubmissions
Week 16 - Feedback on 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 MKTG5814C Analyse Consumer Behaviour for Specific Markets

You are required to complete 2 tasks. You must successfully complete both tasks to be deemed competent in this unit.

TASK 1 - Individual Assessment
Due Date: Week 5
Quiz (Test) based on lecture material delivered in week 2 to week 5.

TASK 2 - Paired  Assessment
Due Date: Week 11
Students will prepare a Part A Research report based on a Work Integrated Learning brief

TASK 3 - Paired Assessment
Due Date: Week 14
Students will prepare a Part B report on a new organizational direction based on a Work Integrated Learning brief


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