Course Title: Analyse consumer behaviour for specific markets
Part B: Course Detail
Teaching Period: Term1 2014
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:firstname.lastname@example.org
Name and Contact Details of All Other Relevant Staff
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
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
1. Confirm product or service market
1.1. Gather information on the market or market segment for a product or service in accordance with the marketing plan
2. Assess the reasons for existing levels of consumer interest
2.1. Investigate consumer need for the product or service through analysis of trends and past performance
3. Recommend a focus of appeal for marketing strategies for a product or service
3.1. Ensure marketing strategies address innate and acquired needs of consumers and appeal to the motives that influence decision making
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
In this course students are required to learn a number theories about the way people behave when they buy, and then apply those theories in to real products and services in case studies. This means class attendance is essential and new material is presented and discussed eahc week.
Students will also be introduced to the techniques of researching industry data from the RMIT library and other sources, particularly on-line.
|2||Feb 17||Market segmentation concepts –(i) the whole market; (ii) the consumers.|
Whole market examples. Include services. Include B2B
Where do you get this data?
Library session – data resources.
|3||Feb 21||Describing consumers and defining consumer segments.|
Workshop some examples
|Brief Assessment One|
|4||Mar 3||Continue wk3|
The path to purchase. Needs. Value.
Types of product – the risk/time equation.
External and Internal influences on consumer’s behavior
|6||Mar 17||External and Internal influences on consumer’s behavior|
|Deadline Assessment One.
Brief Assessment Two (A)
|7||Mar 24||Continue Wk 6|
|8||Mar 31||Services, B2B, NFP/gov.|
Workshop Assessment Two
|9||April 7||Workshop Assessment Two||Deadline Assessment Two (A)|
|Single Source. – get speaker from Roy Morgan?|
Using this understanding in segmenting consumers.
Workshop segment descriptions.
|Brief Assessment Two (B)|
|11||April 28||Developing a Focus of Appeal. Impact on marketing strategies|
|12||May 5||Developing Positioning strategies – impact on marketing strategies.|
|13||May 12||Revision||Deadline Assessment Two (B)
Brief Assessment Three
|14||May 19||Workshop Assessment Three|
|15||May 26||Workshop Assessment Three|
|16||Jun 2||Submissions||Deadline Assessment Three|
Week 1 will consist of an induction to the course which will include completion of a pre training review and familiarisation with:
• Your teacher(s) and other students.
• Services and facilities
• Student responsibilities
• Where to get support
• Course requirements, key learning outcomes, assessment, feedback and grading.
• Submission requirements and the resubmission policy
• Extensions and Special Consideration
Students are expected to download and make a hard copy of the material presented in class.
They are also 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.
This course has 3 assessment tasks. You are required to successfully complete all assessment tasks to be deemed competent in this unit.
This course is codelivered and coassessed with MKTG5815c - Profile the Market
Assessment Task 1. Research and analysis
Date Handed Out: Week 3
Date and time due: Week 5
Group or Individual: Groups of Two.
Purpose: To demonstrate the skills required to obtain data about a market, and to divide that market into logical segments.
Requirements: Choosing one industry from a list provided, complete the following tasks:
(i) Describe the market in broad terms e.g. name, location, size, dominant characteristics.
(ii) List and describe the segments of the market the industry uses i.e. from the product or service view, using statistics from 20011/12/13.
(iii) Describe any significant changes in the market that have occurred over the last three years (2010 – 2012)
(iv) Identify the main participants (companies or brands that account for around 70% of sales), describe their market share and any significant changes that have occurred in the last three years.
Assessment Task 2
Date HAnded Out: Week 5 (Part A) Week 10 (Part B)
Date and time due: Week 9 (Part A) Week 13 (Part B)
Group or Individual: Groups of Two.
Purpose: To demonstrate an understanding of the skills needed to profile a target consumer, and create both a Focus of Appeal and a Position that will appeal to that consumer.
Part A: Defining Consumers
Using the same market chosen for Task 1, complete these tasks:
(i) Broadly describe the main consumer segments for one market segment.( “Main” is defined as up to three groups of people, collectively worth around 70% of the market sales)
(ii) Specifically describe the consumers that are the largest segment; include demographics, psychographics,usage,media.
(iii) Describe the need that distinguishes this group from the other segments.
(iv) Describe their Path to Purchase.
Part B: Connecting with the target consumer.
Using the same market chosen for Task 1, and the knowledge gained in Task 2A, complete these tasks:
For a new entrant in that market –
(i) Choose a target market segment, and describe the key “Need” your new product will satisfy.
(ii) Write a Profile of this consumer.
(iii) Nominate a Focus of Appeal that will attract these consumers
(iv) Nominate a Position for the new brand/product/service
(v) Create a name for the new brand/product/service
Assessment Task 3 - Theory and Knowledge assessment
Date Brief: Week 13
Date and time due: Week 16
Group or Individual: Individual.
Purpose: To demonstrate an understanding of the underlying principles of consumer behaviour.
Requirements: Answer (in between 500 and 750 words) three of five questions to be provided in class.
Assessment tasks must be submitted online through blackboard.
• Retain a copy of your assessment tasks.
• 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.
• For group assignments - all group members must complete and sign the cover sheet.
• Each page of your assessment you should include footer with your name(s), student number(s), 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.
If you are found to be Not Yet Competent in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.
Final Date for All Assessments.
Unless the Late Submission Procedures (see above) are applied, No assessment tasks or resubmissions will be accepted after 5pm Friday, Week 16.
Marking Guide (competency):
Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT). So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention.
You need to demonstrate you are competent in each element of the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you whether you are competent or not and how well you are performing. Once competent in all elements of the unit you receive a competency grading.
Marking Guide (Grading)
After achieving competency we then grade your performance in the unit; this gives you the opportunity to have the level of your performance formally recognized against industry standards and employability skills.
You will be provided with an assessment matrix in the assessments area of the unit blackboard shell. Generally, your grading will be assessed against how well you:
• Perform the activities as required by the learning elements of this unit of competency.
• Demonstrate the required knowledge for this unit of competency.
• Execute the required skills for this unit of competency.
• Demonstrate your employability skills through contribution to learning activities related to this assessment, timeliness, use of technology and teamwork.
Final Grades table:
DNS - Did not submit for assessment
NYC - Not yet competent
CAG - Competency achieved – graded
CC - Competent with credit
CDI - Competent with distinction
CHD - Competent with high distinction
If circumstances outside your control are likely to prevent you from submitting an assessment item on time, you may apply to your teacher for an extension of up to seven calendar days.
You must apply for an extension at least one working day prior to the submission deadline.
More Information: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf
Extensions of greater than seven days will only be granted to eligible students through the special consideration process. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.
More Information: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf
Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:
More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31
Course Overview: Access Course Overview