Course Title: Analyse consumer behaviour for specific markets

Part B: Course Detail

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


Name and Contact Details of All Other Relevant Staff

Doug Bell

doug.bell@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 in class activities, case studies and face to face delivery will provide a range of learning and teaching experiences for students.  MKTG5814C Analyse consumer behaviour for specific markets is co-delivered and co-assessed with MKTG5815C Profile the market.


Teaching Schedule

Week NoDateTopic
1Jun 8

(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) Overview of the specific technology required for this course:
o Blackboard
o Excel Training

2Jun 13Market segmentation concepts –
(i) the whole market; (ii) the consumers.
Whole market examples. Include services. Include B2B
Segmentation Strategies.
Finding the data
3Jun 20Describing consumers and defining consumer segments.
Demographics
Psychographics
Usage
Media.
Workshop examples
Assessment One workshop; teams, businesses
 
4Jun 27Segmentation Strategies.
Workshop Assessment One
 
5Aug 3Understanding Consumers.
The path to purchase.
Needs. Value.
Types of product – the risk/time equation.
 
6Aug 10Influences on consumer’s behavior
Internal
Culture
Belief systems
Personality
Lifestyle
External
Families, groups
Media
Workshop
 
7Aug 17Changing consumer opinions.
Workshop Assessment Two
 
8Aug 24Profiling consumers.
Workshop Assessment Two
 Aug 31 ~ Sep 6Mid Semester Break
   
9Sep 7Writing Consumer Descriptions
Pitstop Assessment Two
 
10Sep 14Positioning
Focus of Appeal
 
11Sep 21Positioning Strategies
12Sep 28Pitstop Assessment Three
13Oct 5  Workshop Assessment Three
14Oct 12Workshop Assessment Three
15Oct 19Resubmissions
16Oct 26Student feedback


Learning Resources

Prescribed Texts


References


Other Resources

Relevant learning resources will be placed on the online learning hub (Blackboard)  progressively throughout the semester.   You will need to access this site on a weekly basis to ensure that you keep up to date with important information related to this course.


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

MKTG5814C Analyse consumer behaviour for specific markets is co-delivered and co-assessed with MKTG5815C Profile the market.

Students are required to complete 3 tasks. You must successfully complete all 3 tasks to be deemed competent in this unit

Assessment Task 1 - Defining markets
Date and time due: Week 5
Weighting: 33% of unit total
Group or Individual: This assessment is to be done in groups of two. Pairs of students are to allocate sections of the work equally between the members, and annotate each section with the author’s name. Students may be assessed separately.

Purpose: The purpose of this assessment is demonstrate your ability to identify and describe the segment characteristics and participants in a specific market.

Requirements. This assessment is directly connected with the other assessments students undertake in this cluster.
It is intended that the same industries and companies chosen by students form the basis of all assessments. This means the data work in this assessment underpins the consumer work done in later assessments.

Assessment Task 2 – Assessing the market and describing the consumers.
Due: Week 10
Group or Individual: This is a group assessment to be completed in groups of no more than 2 persons. Ideally the pairs should be the same as the last Assessment One.

Purpose: The purpose of this assessment is to demonstrate your knowledge of the principles and processes of evaluating markets and describing consumers. This will give students a working knowledge of the strategy for segmenting consumers.

Requirements: The response to this assessment is to be a business-standard report with appropriate front cover, index, page numbers and format. Make sure the response to each task is clearly separated from the others.

Each student contribution is to be identified by its author and students may be assessed separately. There is no word limit, Assessments are to be uploaded by both students onto the correct assessment section of Blackboard by the due time and date. No email or hard copy assessments will be accepted.

Assessment Task 3 – Developing marketing strategies.
Due: Week 14
Group or Individual: This is a group assessment to be completed in groups of no more than 2 persons. Ideally the pairs should be the same as the last Assessment One.

Purpose: The purpose of this assessment is to demonstrate your knowledge of the principles and processes of using consumer behavior information to create relevant marketing strategies. This will give students a working knowledge how to develop and evaluate these strategies.

Requirements: The response to this assessment is to be a business-standard report with appropriate front cover, index, page numbers and format. Each student contribution is to be identified by its author and students may be assessed separately.There is no word limit, Assessments are to be uploaded by both students onto the correct assessment section of Blackboard by the due time and date. No email or hard copy assessments will be accepted.
 


Assessment Matrix

Marking Guide (Competency):

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

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


Marking Guide (Grading)

After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

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

Other Information

Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
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: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf
 

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: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf

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:
More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31

Course Overview: Access Course Overview