Course Title: Analyse consumer behaviour for specific markets

Part B: Course Detail

Teaching Period: Term1 2015

Course Code: MKTG5814C

Course Title: Analyse consumer behaviour for specific markets

School: 650T Vocational Business Education

Campus: City Campus

Program: C4228 - Certificate IV in Marketing

Course Contact : Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact

Name and Contact Details of All Other Relevant Staff

Teacher - Joe Rosagrata
Telephone:  +61 3 9925-5476


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


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


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


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.

The self-paced activities will be delivered through various technology platforms and include your contribution to tutorial activities and interactive sessions.
The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.

We expect you to participate and contribute in all scheduled learning activities.

Teaching Schedule

 This course is co-delivered and co-assessed with MKTG5815C - Profile the market (BSBMKG401B) course.

The nominal hours associated with this course are guide only and represent the total teaching and student effort required to successfully complete the course.  This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

WeekWeek CommencingTopicsAssessment
19 Feb (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) Introduction to the course
(Overview of marketing)
216 Feb Value and the consumer behaviour value framework 
323 Feb

 Consumer learning starts here: Perception

42 Mar

 Comprehension, memory & cognitive learning

59 Mar Motivation and emotions: Driving consumer behaviour 
616 Mar

 Personality, lifestyles and the self-concept

Assessment 1 due
723 Mar

 Attitudes and attitude change

8a29 Mar

 Culture and consumers

Self-Directed Learning – Finalise Assess 1 – (Elements 1)

 2 - 8 Apr Mid-semester break 
8b9 - 10 April

Culture and consumers

Self-Directed Learning – Finalise Assess 1 – (Elements 1)

913 Apr Group influence 
 1020 Apr Consumers in situations 
1127 Apr Decision-making 1: Need recognition & search
 Decision-making 2: Alternative evaluation & choice
124 May Segmentation, targeting and positioning strategy
(Profile the market)
1311 May

 Marketing ethics, misbehaviour and value

 Assessment task 2: major assignment
1418 May1. Student consultation session
2. Major assignment due
NB: Due last class of week 14
3. Students to prepare for assessed oral test
1525 May Assessment Feedback and Resubmits  Assessment task 3: oral test/interview
161 Jun Assessment Feedback on results  

Learning Resources

Prescribed Texts


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

To be deemed competent in this course the following evidence is essential:

  • documenting and presenting an analysis of consumer behaviour including recommendations on what marketing strategies should be developed to influence consumers to be more inclined to purchase a product or service
  • knowledge of relevant legislation.

 This course has 3 assessment tasks and  you must successfully complete all of them in order to be deemed competent in this unit.

Assessment 1
Due Date: 
 Week 6 (individual)

This assessment covers key concepts and principles for analysing consumer behaviour and identifies how to profile the market.

You will be required  to complete a set of tutorial activities  to reflect on your learning on learned concepts/principles taught.

Assessment 2 - Major Assignment
Due Date:  Week 13 (group 3/4)

This assessment aims to identify student’s ability to discuss CB concepts, legislation and relationship on marketing factors. Students’ must also implement their skills and knowledge towards the written application of the learning throughout the semester.

The major assignment will require you to work in designated groups of up to 4 students.   You will present your findings in a professionally prescribed written document.   Much of this work will be undertaken both outside of class time and in the “Practical Sessions”.  You are encouraged to use all the resources at your disposal to provide professionally reasoned solutions to the problems given

Assessment 3 - Interview
Due Date:  Week 15 (Individual)

This assessment covers a range of questions from the semesters learning and will test student’s ability to discuss key concepts by means of a one-to-one interview in the form of an oral test.

This assessment will require you to provide your understanding on the topics covered in the course.   You are encouraged to use all the resources at your disposal as part of your learning to provide professionally reasoned solutions to the problems given


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 must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are

You will receive feedback on each assessment task that will inform you about your progress and how well you are

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.

Please refer to the Final Grades table below.

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.

Final Grades table:

CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – Graded
NYC Not Yet Competent
DNS Did Not Submit for assessment

Further information regarding the application of the grading criteria will be provided by your teacher.

Other Information

Submission Requirements

You should:
Ensure that you submit assessments on or before the due date.
 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 each assessment task
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. For example, Julie Macpherson, 324567, Task 2, OHS2345C
Ensure safe workplace, Page 1 of 10.

Late Submission Procedures

You are required to submit assessment items and/or ensure performance based assessment is completed by the due
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may
apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More Information:
Form to use:

Where an extension of greater than seven days is needed, you 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:;ID=g43abm17hc9w
Form to use:

Resubmissions (VET Programs):
If you are found to be unsuccessful 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.

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:;ID=7usdbki1fjf31

Course Overview: Access Course Overview