Course Title: Profile the market

Part B: Course Detail

Teaching Period: Term1 2014

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

Doug Bell

doug.bell@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:

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:

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 required

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

In this course students are required to learn a number theories about the way people behave when they buy, and then apply those theories in to real products and services in case studies. This means class attendance is essential and new material is presented and discussed eahc week.

Students will also be introduced to the techniques of researching industry data from the RMIT library and other sources, particularly on-line.
 


Teaching Schedule

WeekWeek CommencingTopics                                                                                      Assessment
1Feb 10

Welcome
Intros
How it works.
Expectations.
Unit outline
Assessments
What is Marketing?
Where does this unit fit?
 

 
2Feb 17Market segmentation concepts –(i) the whole market; (ii) the consumers.
Whole market examples. Include services. Include B2B
Where do you get this data?
Library session – data resources.
 
 
3Feb 21Describing consumers and defining consumer segments.
Demographics
Psychographics
Usage
Media.
Workshop some examples
 
Brief Assessment One
4Mar 3Continue wk3 
5

Mar 10

Holiday Monday

Understanding Consumers.
The path to purchase. Needs. Value.
Types of product – the risk/time equation.
External and Internal influences on consumer’s behavior
Belief systems
Groups
Individual
 
 
6Mar 17External and Internal influences on consumer’s behavior
Belief systems
Groups
Individual
 
Deadline Assessment One.
Brief Assessment Two (A)
 
7Mar 24Continue Wk 6
Personality
Attitudes
Profiling consumers.
 
 
8Mar 31Services, B2B, NFP/gov.
Workshop Assessment Two
 
 
9April 7Workshop Assessment TwoDeadline Assessment Two (A)
10

April14

Holiday Friday

Single Source. – get speaker from Roy Morgan?
Using this understanding in segmenting consumers.
Workshop segment descriptions.
 
Brief Assessment Two (B)
11April 28Developing a Focus of Appeal. Impact on marketing strategies 
12May 5Developing Positioning strategies – impact on marketing strategies. 
13May 12RevisionDeadline Assessment Two (B)
Brief Assessment Three
 
14May 19Workshop Assessment Three 
15May 26Workshop Assessment Three 
16Jun 2 SubmissionsDeadline Assessment Three

Week 1 will consist of an induction to the course which will include completion of a pre training review and familiarisation with:
• Your teacher(s) and other students.
• Services and facilities
• Student responsibilities
• Where to get support
• Course requirements, key learning outcomes, assessment, feedback and grading.
• Submission requirements and the resubmission policy
• Plagiarism
• Appeals
• Extensions and Special Consideration
• Privacy 
 

This course is codelivered and coassessed with MKTG5814c - Analyse Consumer Behviour for Specific Markets


Learning Resources

Prescribed Texts


References


Other Resources

Students are expected to download and make a hard copy of the material presented in class.

They are also expected to use the resources of the RMIT Library and material available on the internet.
 


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

This course has 3 assessment tasks. You are required to successfully complete all assessment tasks to be deemed competent in this unit.

This course is codelivered and coassessed with MKTG5814c - Analyse Consumer Behviour for Specific Markets

Assessment Task 1. Research and analysis
Date Handed Out: Week 3
Date and time due: Week 5
Group or Individual: Groups of Two.

Purpose: To demonstrate the skills required to obtain data about a market, and to divide that market into logical segments.

Requirements: Choosing one industry from a list provided, complete the following tasks:
(i) Describe the market in broad terms e.g. name, location, size, dominant characteristics.
(ii) List and describe the segments of the market the industry uses i.e. from the product or service view, using statistics from 20011/12/13.
(iii) Describe any significant changes in the market that have occurred over the last three years (2010 – 2012)
(iv) Identify the main participants (companies or brands that account for around 70% of sales), describe their market share and any significant changes that have occurred in the last three years.

Assessment Task 2
Date HAnded Out: Week 5 (Part A) Week 10 (Part B)
Date and time due: Week 9 (Part A) Week 13 (Part B)
Group or Individual: Groups of Two.

Purpose: To demonstrate an understanding of the skills needed to profile a target consumer, and create both a Focus of Appeal and a Position that will appeal to that consumer.

Requirements:
Part A: Defining Consumers
Using the same market chosen for Task 1, complete these tasks:
(i) Broadly describe the main consumer segments for one market segment.( “Main” is defined as up to three groups of people, collectively worth around 70% of the market sales)
(ii) Specifically describe the consumers that are the largest segment; include demographics, psychographics,usage,media.
(iii) Describe the need that distinguishes this group from the other segments.
(iv) Describe their Path to Purchase.

Part B: Connecting with the target consumer.
Using the same market chosen for Task 1, and the knowledge gained in Task 2A, complete these tasks:
For a new entrant in that market –
(i) Choose a target market segment, and describe the key “Need” your new product will satisfy.
(ii) Write a Profile of this consumer.
(iii) Nominate a Focus of Appeal that will attract these consumers
(iv) Nominate a Position for the new brand/product/service
(v) Create a name for the new brand/product/service

Assessment Task 3 - Theory and Knowledge assessment
Date Brief: Week 13
Date and time due: Week 16
Group or Individual: Individual.

Purpose: To demonstrate an understanding of the underlying principles of consumer behaviour.

Requirements: Answer (in between 500 and 750 words) three of five questions to be provided in class.

Submission requirements:
Assessment tasks must be submitted online through blackboard.

You must:
• Retain a copy of your assessment tasks.
• 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.
• For group assignments - all group members must complete and sign the cover sheet.
• Each page of your assessment you should include footer with your name(s), student number(s), 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.

Resubmissions:
If you are found to be Not Yet Competent 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.

Final Date for All Assessments.
Unless the Late Submission Procedures (see above) are applied, No assessment tasks or resubmissions will be accepted after 5pm Friday, Week 16.
 


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.

You will be provided with an assessment matrix in the assessments area of the unit blackboard shell. Generally, your grading will be assessed against how well you:
• Perform the activities as required by the learning elements of this unit of competency.
• Demonstrate the required knowledge for this unit of competency.
• Execute the required skills for this unit of competency.
• Demonstrate your employability skills through contribution to learning activities related to this assessment, timeliness, use of technology and teamwork.

Final Grades table:
DNS - Did not submit for assessment
NYC - Not yet competent
CAG - Competency achieved – graded
CC - Competent with credit
CDI - Competent with distinction
CHD - Competent with high distinction
 

Other Information

Late submissions
If circumstances outside your control are likely to prevent you from submitting an assessment item on time, you may apply to your teacher for an extension of up to seven calendar days.
You must apply for an extension at least one working day prior to the submission deadline.
More Information: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf

Special Consideration
Extensions of greater than seven days will only be granted to eligible students through the special consideration process. 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

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