Course Title: Profile the market

Part B: Course Detail

Teaching Period: Term1 2013

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

Course Contact Elaine Holstein
Course Contact Phone +61 3 9925 5155
Course Contact Email elaine.holstein@rmit.edu.au

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:

4. Develop a positioning strategy

Performance Criteria:

4.1.Identify available positioning strategies and choose a strategy to meet marketing requirements and consumer profile
4.2.Write a positioning implementation plan containing several options, in accordance with organisational requirements
4.3.Submit plan to supervisor within specified time lines and make appropriate adjustments based on feedback

Element:

1. Segment the market

Performance Criteria:

1.1.Identify criteria for use in segmenting the market in accordance with the marketing plan
1.2.Identify and access sources of information for segmenting and profiling markets in accordance with the marketing plan
1.3.Segment the market in accordance with identified criteria
1.4.Review market segments for their usefulness in terms of factors such as their size, potential, distinctive needs, easy identification of members or distinctive media use patterns
1.5.Select market segments to meet marketing objectives, and choose and apply new segmentation criteria if require

Element:

2. Identify the target market

Performance Criteria:

2.1.Evaluate approaches to determining and describing the total market for a product or service
2.2.Define the target market in terms of the consumers to be included as prospective users of a product or service, and the selected market segments
2.3.Use segment descriptors to describe the target market
2.4.Identify available strategic marketing options and select targeting strategies that best meet the requirements of the marketing plan

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
3.2.Identify consumer characteristics in standard statistical terms and/or the descriptive terms used in media selection in the consumer profile
3.3.Use demographic and/or psychographic descriptions in the consumer profile in accordance with the requirements of the marketing plan
3.4.Describe consumer attitudes to products or services being offered
3.5.Ensure profile meets organisational requirements in terms of language, format, content and level of detail


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

Class discussions, research, case studies and work relevant assessments


Teaching Schedule

WeekDateTopic
111th feb Introduction to course
• Blackboard
• Overview of assessment requirements
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
Resubmission policy:
• What to expect from the course
• Content and assessment
– students are introduced to the concepts of:
• Innovation and creativity what’s the difference?
• Innovation vs. invention
• Why is it important to the business and marketing function
• Strategy and the innovation process
• Innovation and change management
Introduction to segmentation

 

218th febOverview of marketing strategy and planning and the importance of market segmentation
325th febDefinition, explanation of Segmenting the market, profiling the market and targeting the right customers
• Examination of criteria used in segmenting the market
 
44th marExploration of sources of segmentation information
ABS
Media audience data
Market research primary/secondary
Other sources
 
511th  marMarket segmentation techniques (part 1)
Psychographic
Demographic
Geographic
Other attitudes and beliefs
Behavioural
others
 
618th  marMarket segmentation techniques (part 2)
Psychographic
Demographic
Geographic
Other attitudes and beliefs
Behavioural
others

 

725th  marCriteria for identifying then selecting target markets
• Organisational expectations
• Marketing objectives
Matching target market expectations
 
 28 mar - 3 mar mid semester break 
88th  aprilIn class case study/test
915th  aprDefining and describing the target market
• Creating a target customer profile.
• Using/incorporating statistical information and descriptors as part of target market definition
 
1022nd  aprDeveloping a positioning strategy/platform
Matching marketing objectives, target market selection to create a positioning platform
 
1129th aprMedia Selection to match your profile
• Information
• Communications style
• Selection considerations
 
126 th mayProject planning for positioning strategy implementation
• Style
• Approach
• considerations
 
1313th  mayWhy review and how to review your approach
Approvals management as part of implementation
 
1420th  mayIn class test/case study
1527th  mayFocus on assessment 3
163rd JuneFeedback and group interviews


Learning Resources

Prescribed Texts


References


Other Resources

To be discussed during classes


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

Part 2 Assessment Outline


Assessment Tasks

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

Task 1 – Student workshops (Due Date: Outlined according to the weekly presentation schedule to be completed the first week of classes)

The objective of this activity is to encourage students to explore the issues and range of segmentation, targeting and profiling techniques presented from a different angle and to learn from each other. In groups of 3 students will research, prepare and present to the whole group, an in depth and focussed examination of a topic that emanates from the course content. This will need to include a whole of group, or small group activity designed to provide a practical angle to a theoretical concepts. Each workshop will last for 20 mins with 10 mins questions and wrap up.

To be deemed competent in this task students must:

• Provide content that enriches the knowledge of class and encourages debate and discussion
• Include an activity that practically applies the new learning
• Provide opportunity for participants to ask questions re the workshop content and activity.

Graded assessment will also consider:
• Interesting and engaging presentation style


Submission Requirements: Students are required to conduct the workshop during class time. Formal written documents need to uploaded onto Blackboard.


Task 2 In class tests/case studies week 8 and week 14 (individual)

The focus for assessment piece 2 is for students to demonstrate in a controlled in class environments their understanding of market profiling techniques and their relationship to marketing strategy and product/service positioning.


Submission Requirements: Students are required to provide a written document in accordance with the requirements identified in weeks 1 and 2.

Task 3 Preparation of a positioning and segmentation strategy. This assessment piece is due COB Friday week 15 with group interviews week 16)

This assessment piece is designed to provide a more refined focus and consideration of the application of the techniques of market segmentation and targeting. Working in their groups students are required to prepare an evaluation and exploration of the market segments then the target market for new product need/service of their own choice. They will then need to develop a positioning strategy that combines organisational marketing requirements with target market expectations

The evaluation needs to explicitly include:

• A description of the product/service and the industry
• Broad Marketing Objectives
• Information required for segmentation and where to get it
• Selected segmentation approach
• Targeting and profiling the customers for the product/service
• Developing a broad positioning strategy and implementation overview (key steps and processes and timelines)
• Identifying the media appropriate for the target market
• Recommendations and conclusions

Submission Requirements: Students are required to provide a written document by the due date uploaded into blackboard. Please note that submissions are not to be emailed.

You should:

• Ensure that you submit assessments on or before the due date. If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms is available at http://rmit.edu.au/browse;ID=ls0ydfokry9rz website.
• 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 work for assessment is available from the Student forms website.
• 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.


Assessment Matrix

Required Knowledge Assessment
• Australian Marketing Institute Code of Professional Conduct
• data collection and analysis techniques
• industry knowledge including:
• components of the marketing mix
• elements of marketing planning
• marketing communications concepts and processes
• organisational structures, roles, responsibilities, business and marketing plans
• product and service standards and best practice models
• relevant legislation from all forms of government that may affect aspects of business operation in addition to those listed above, especially in relation to occupational health and safety, environmental issues, equal opportunity, industrial relations and anti-discrimination
statistical terms used by the Australian Bureau of Statistics.
Tasks 1
Required Skills Assessment
• creativity and innovation skills to select targeting and positioning strategies that meet organisation’s requirements
Tasks 1, 2 and 3
• culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities
• key provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects of business operations such as:
• Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice
• Free TV Australia Commercial Television Industry Code of Practice
• privacy laws
• sweepstakes regulations
• Trade Practices Act Tasks 1, 2 and 3
research skills to identify and analyse market segments and target markets.
Tasks 1, 2 and 3
Element/performance criteria Assessment Tasks
1. Segment the market
1.1. Identify criteria for use in segmenting the market in accordance with the marketing plan
1.2. Identify and access sources of information for segmenting and profiling markets in accordance with the marketing plan
1.3. Segment the market in accordance with identified criteria
1.4. Review market segments for their usefulness in terms of factors such as their size, potential, distinctive needs, easy identification of members or distinctive media use patterns
1.5. Select market segments to meet marketing objectives, and choose and apply new segmentation criteria if require Tasks 1, 2 and 3
2. Identify the target market
2.1. Evaluate approaches to determining and describing the total market for a product or service
2.2. Define the target market in terms of the consumers to be included as prospective users of a product or service, and the selected market segments
2.3. Use segment descriptors to describe the target market
2.4. Identify available strategic marketing options and select targeting strategies that best meet the requirements of the marketing plan Tasks 1, 2 and 3
3. Profile the target audience
3.1. Describe the total market and selected market segments in the form of a consumer profile
3.2. Identify consumer characteristics in standard statistical terms and/or the descriptive terms used in media selection in the consumer profile
3.3. Use demographic and/or psychographic descriptions in the consumer profile in accordance with the requirements of the marketing plan
3.4. Describe consumer attitudes to products or services being offered
3.5. Ensure profile meets organisational requirements in terms of language, format, content and level of detail Tasks1, 2 and 3
4. Develop a positioning strategy
4.1. Identify available positioning strategies and choose a strategy to meet marketing requirements and consumer profile
4.2. Write a positioning implementation plan containing several options, in accordance with organisational requirements
4.3. Submit plan to supervisor within specified time lines and make appropriate adjustments based on feedback Tasks1, 2 and 3

Course Overview: Access Course Overview