Course Title: Analyse consumer behaviour for specific markets

Part B: Course Detail

Teaching Period: Term2 2012

Course Code: MKTG5814C

Course Title: Analyse consumer behaviour for specific markets

School: 650T TAFE Business

Campus: City Campus

Program: C4228 - Certificate IV in Marketing

Course Contact : Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact Email:timothy.wallis@rmit.edu.au

Name and Contact Details of All Other Relevant Staff

Jack Shearer Tele: 9925 5433, email: jack.shearer@rmit.edu.au

Peter Lawrance Tele: 99 5661, email: peter.lawrance@rmit.edu.au

Tony Lorkin Tele: 9925 5486, email: tony.lorkin@rmit.edu.au

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

None required

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.

This unit is relevant to individuals working within a variety of marketing communications occupational roles including advertising, public relations, direct marketing, promotional marketing or personal selling roles.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:	BSBMKG402B Analyse consumer behaviour for specific markets
Element:	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
Element:	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
Element:	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.
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

0 25 Jun
1 02 Jul Course introduction and instructions Journal 1
2 09 Jul What is CB and Why Should I Care Journal 2
3 16 Jul Value and the Consumer Behaviour Value Framework Journal 3
4 23 Jul Consumer Learning Starts Here: Perception Journal 4
5 30 Jul Comprehension, Memory, & Cognitive Learning Journal 5
6 06 Aug Motivation and Emotions--Driving Consumer Behaviour Journal 6
7 13 Aug Personality, Lifestyles and the Self-Concept
8 20 Aug Attitudes and Attitude Change
Mid Semester Break 27 Aug – 31 Aug
9 03 Sep Culture and Consumers
10 10 Sep Group Influence
11 17 Sep Consumers in Situations
12 24 Sep Need Recognition & Search.
13 01 Oct Alternative Evaluation & Choice. Assignment due
14 08 Oct Consumption to Satisfaction
15 15 Oct Oral Presentations Oral Presentations
16 22 Oct. Resubmission and remaining Oral Presentations
17 29 Oct Resubmission
18 05 Nov Feedback and results

Learning Resources

Prescribed Texts

N/A

N/A

References

Other Resources

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

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

TASK 1 Written description covering all topics from week 1 through to week 7. Your report will follow the marking guide.

TASK 2 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. The actual topics will be allocated to each student for tresentation. This presentation must be delivered extemporaneously and against the marking guide presented in class.

Students should:

• Ensure to 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 http://rmit.edu.au/browse;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 on blackboard.
• 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

Assessment Matrix

Written Presentation report scoring Sheet.
Cons Beh. and Profile the market Semester 2 2012

Assignment presentation and format as follows...

Cover sheet and Front page
Table of Contents
Executive Summary
Part 1
What is CB
CB Value Framework
Part 2
Consumer learning and Perception
Comprehension Memory, and learning
Motivations and Emotion. Drivers
Personality. Lifestyles and self concept.
Attitudes and change.
Conclusion
Summary
Bibliography/References
Grammar and spelling
Overall presentation

The following are considerations in establishing your results.
Attend to notations where indicated.
New page for each new topic
Sentence structure needs attention. (underlined in RED)
No ellipsis, ampersands or abbreviations.
Make use of Spell and Grammar check!
Spacing should be 1.5 Font 12.
Take care with ’ depicting plurals or abbreviations
Your report should be sectioned by Headings.

Course Overview: Access Course Overview

Course Title: Analyse consumer behaviour for specific markets

Part B: Course Detail

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