Course Title: Profile the market

Part B: Course Detail

Teaching Period: Term2 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

Chris Lee - chris.lee@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:

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 required
 

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

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
 


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

A range of learning activities are planned for this course including self-paced and collaborative class room based activities.

The total number of scheduled hours of teaching, learning and assessment involved in this course includes all planned activities including face to face classes, lectures. Workshops and seminars; workplace visits, on line learning and other forms of structured teaching and learning. The total scheduled hours also covers the amount of effort required to undertake, evaluate and complete all assessment requirements, including observation of work performance, discussions with supervisors and others providing third party evidence and one on one and group assessment sessions with students.
 


Teaching Schedule

WeekWeek CommencingTopics Assesment
18 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
 
215 JulyValue and the consumer behaviour value framework 
322 JulyConsumer learning starts here: Perception 
429 JulyComprehension, memory & cognitive learning 
55 AugMotivation and emotions: Driving consumer behaviour 
6 12 Aug Personality, lifestyles and the self-conceptAssessment Task 1a
Due last class of week 6
(Assessed tutorial exercises)
You will receive the feedback in week 8. If required, resubmission for this assessment is due by the end of week 9
 
7 19 Aug Attitudes and attitude change 
8 26 Aug Culture and consumers 
  2 - 6 Sep Mid-semester break 
9 9 Sep Group influence 
10 16 Sep Consumers in situations 
11 23 Sep Decision-making 1: Need recognition & search
 Decision-making 2: Alternative evaluation & choice
 
12 30 Sep Segmentation, targeting and positioning strategy
 (Profile the market)
 
 Assessment Task 1b Due last class of week 12
(Assessed tutorial exercises)
You will receive the feedback in week 13. If required, resubmission for this assessment is due by the end of week 14
 
13 7 Oct Marketing ethics, misbehaviour and value 
14 14 Oct 1. Student consultation session
 2. Major assignment due
 NB: Due last class of week 14
 3. Students to prepare for week 15  assessment
 
 Assessment Task 2 Due last class of week 14 (Major assignment)
15 21 Oct Oral test/interview or written test (TBA) Assessment 3
16 28 Oct Resubmissions 


Learning Resources

Prescribed Texts

TBA


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, 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 1
TASK 1a & 1b (Due Dates: Last class of week 6 & 12 respectively)
These assessment tasks will require students to complete set tutorial activities/exercises to reflect on their learning on learned concepts/principles taught.

Assessment 2
TASK 2 (Due Date: Last class of week 14)
The second assessment tasks will require students to work in designated groups on a major assignment. Students will present their findings in a professionally prescribed written document. Much of this work will be undertaken both outside of class time and in the “Practical Sessions”. Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given

Assessment 3
TASK 3 (Due Date: Week 15)
The third assessment tasks will require students to undertake an oral test/interview or written test. Students are to articulate their overall understanding of the course taught during the semester to be deemed competent. Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given

Submission Requirements

Assessment tasks must be submitted via Blackboard.

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 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.

 


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.

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.

Course Overview: Access Course Overview