Course Title: Analyse consumer behaviour for specific markets

Part B: Course Detail

Teaching Period: Term2 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:timothy.wallis@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Kornkanok Duangpracha

kornkanok.duangpracha@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:

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:

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:

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

In class discussion and debate, research case study activities and relevant work related assessments


Teaching Schedule

WeekDateTopic
17 July(1) Course Induction
• Course delivery and assessment details
• Course support documents
• Online learning environment
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
• Where to get support
• Student responsibilities
(2) Pre-Training Review
• Includes skills analysis and Recognition of Prior Learning and Credit Transfers
(3) Course Overview – What is CB and why should I care

 
214 July

 Value and the consumer behaviour value framework

321 July Consumer learning starts here: Perception
428 July Comprehension, memory & cognitive learning
54 Aug

Motivation and emotions: Driving consumer behaviour
 

611 Aug

 Personality, lifestyles and the self-concept

718 Aug

 Attitudes and attitude change

825 Aug

 Culture and consumers

  

Sept 1-7 mid Semester Break

 

98 Sept Group influence
 10 15 Sept

  Consumers in situations

1122 Sept

Decision-making 1: Need recognition & search
Decision-making 2: Alternative evaluation & choice

1229 SeptSegmentation, targeting and positioning strategy
(Profile the market)

 
136 Oct Marketing ethics, misbehaviour and value
1413 Oct

 Student consultation session
 

1520 Oct

 Presentations

1627 Oct  Resubmissions


Learning Resources

Prescribed Texts

No formal texbook is required.  Texts will be provided by RMIT


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

Students need to achieve competency in each of the three assessments to be deemed competent in this course.

This course is codelivered and coassessed with MKTG5815C Profile the market

Assessment Task 1 – Profiling the Market
Date handed out: Week 2
Date and time due: Week 7 – Monday 18 August – 5.00pm
Group or Individual: This is a group assessment to be completed in groups of no more than 4 persons.

Purpose:
Working in a marketing team, you will be 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.

Requirements:
Through analysis of the case study provided, you will be required to profile the market and identify and appropriate positioning strategy. The report should not be longer than 1500 words.

Assessment Task 2 – Consumer behaviour analysis
Date handed out: Week 2
Date and time due: Week 13 – Monday 6 October – 5.00pm
Group or Individual: This is a group assessment to be completed in groups of no more than 4 persons.

Purpose:
Working in a marketing team, you will be responsible for analysing 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.

Requirements:
Continuing on with your case study from assessment 1, you will need to identify which segments the brand should consider as part of its marketing efforts in the Australian Markets.

You must identify 3 company objectives for the company to achieve their strategy of increasing the selected target segments motivation to buy the product. Ensure you make the objectives (SMART) specific, measurable, achievable, realistic and timely.

The argument for selection of these market segments must be based upon analysis of the following factors: internal & external influences, lifestyle and CDMP.

You then need to identify the consumer behaviour message appeal(s), (rational, emotional) that would best fit the market segment, how will these appeals best drive the motivation for purchase.

Assessment Task 3 – Legal and ethical considerations presentation
Date handed out: Week 2
Date and time due: Week 15 – Monday 20 October – 5.00pm
Group or Individual: This is a group assessment to be completed in groups of no more than 4 persons.

Purpose:
Undertaking profiling and targeting of specific consumer groups can often arise in legal and ethical issues. Certain target markets may be specifically vulnerable – e.g children, or the elderly. This presentation will allow you to demonstrate understanding of legal and ethical obligations in marketing.

Requirements:
In groups – you will be required to explain how the brand could ensure that legal and ethical considerations were employed. How would you ensure the marketing message is clear and ethical in that is does not deceive.

At the conclusion of this presentation – each member of the group will be questioned and will need to demonstrate a core understanding of the topics covered during the course.


Assessment Matrix

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 demonstrate:
• 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


 

Other Information

Submission requirements:
You are required to meet the following criteria for all assessments. Failure to do so may result in you being deemed not-yet-competent:

• Submit all assessment tasks online through blackboard, and include the RMIT e-submission declaration (see below).
• Ensure that you submit assessments on or before the due date.
• Retain a copy of your assessment tasks.


Electronic Submission
When submitting work online, you need to include the cover sheet supplied by your teacher. This includes the following declaration:

RMIT Electronic Submission of work for assessment
I declare that in submitting all work for this assessment I have read, understood and agree to the content and expectations of the assessment declaration.
(URL: http://www.rmit.edu.au/students/assessment/declaration)


Resubmissions:
If you are found to be Not Yet Competent (NYC) in an Assessment Task you will be allowed one resubmission to demonstrate competence. 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”.

Late Submissions
Students are required to submit assessment items and/or ensure performance based assessment is completed by the due dates. If a student is to be prevented from submitting an assessment item on time, by circumstances outside their control, they may apply in advance to the teacher for an extension to the due date of up to seven calendar days. To be eligible for an extension, you must lodge the extension form availabile at the following link with your teacher: http://www.rmit.edu.au/students/assessment/extension

Where an extension of greater than seven days is needed, the student must apply for special consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination. More information on special consideration and how to apply can be found here: http://www.rmit.edu.au/students/specialconsideration

Final Date for All Assessments
No assessment tasks or resubmissions will be accepted after 5pm Friday, week 16.

Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. Information on circumstances under which the assessment arrangements might be granted can be found at the following website: http://www.rmit.edu.au/students/assessment/adjustment
 

Course Overview: Access Course Overview