Course Title: Profile the market
Part B: Course Detail
Teaching Period: Term1 2012
Course Code: MKTG5815C
Course Title: Profile the market
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
Nominal Hours: 50
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 are 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.
This unit is relevant to individuals working in a variety of marketing communications occupational roles, including advertising, direct marketing, promotional marketing, personal selling and public relations.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG401B Profile the market |
Element: |
1. Segment the market |
Performance Criteria: |
1.1.Identify criteria for use in segmenting the market in accordance with the marketing plan |
Element: |
2. Identify the target market |
Performance Criteria: |
2.1.Evaluate approaches to determining and describing the total market for a product or service |
Element: |
3. Profile the target audience |
Performance Criteria: |
3.1.Describe the total market and selected market segments in the form of a consumer profile |
Element: |
4. Develop a positioning strategy |
Performance Criteria: |
4.1.Identify available positioning strategies and choose a strategy to meet marketing requirements and consumer profile |
Learning Outcomes
This unit describes the performance outcomes, skills and knowledge required to profile a target market or market segments in accordance with a marketing plan and to develop market positioning strategies.
Details of Learning Activities
This unit is clustered with Establish & Adjust the Marketing Mix and Conduct Market Research.
Students will undertake transnational project - required to undertake research to identify the market, scope and identify trends / opportunities. Use that information as the basis of constructing a marketing plan to answer the brief provided by an industry client.
Teaching Schedule
Week |
Topic |
Assessments |
1 |
Introduction/outline/getting ready for SKYPE session |
|
2
|
M1C – SKYPE tues am M1A/B group interactivity Research Approaches |
|
3
|
Research methods continued inc competitor analysis |
|
4
|
Structure survey/pilot survey LC absent |
|
5
|
SWOT PEST (LE to cover Monday 5<sup>th</sup> March) |
|
6
|
4P’s – product |
Individual Assessment – report on research methods |
7
|
4P’s – price |
|
8
|
4P’s – promotion
|
|
9
|
4P’s – place |
|
10
|
Activity planning, scheduling |
|
11
|
contingency |
|
12
|
Group Marketing Plan due in |
Group Assessment |
13
|
Adjust marketing plan – individual reflection |
3<sup>rd</sup> assessment (individual) |
14
|
Presentations |
Assessment for Make a Presentation (Jack Shearer) |
15
|
Feedback |
|
16
|
Resubmissions |
|
Learning Resources
Prescribed Texts
Solomon, Saupin, Hughes, Citty, Marshall, & Stuart, Real Marketing, the People, the Choices, Pearson 2012 |
References
References will be provided inclass |
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, presentations, written reports or tests. 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
Assessment tasks have been adjust to answer the brief of the industry client.
1. Research report
2. Marketing Plan
3. Presentation
Assessment Matrix
Course Overview: Access Course Overview