Course Title: Profile the market
Part B: Course Detail
Teaching Period: Term1 2015
Course Code: MKTG5815C
Course Title: Profile the market
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
Teacher - Joe Rosagrata
Email: joe.rosagrata@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 |
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
A range of learning activities are planned for this course including self-paced and collaborative classroom based activities.
The self-paced activities will be delivered through various technology platforms and include your contribution to tutorial activities and interactive sessions.
The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.
We expect you to participate and contribute in all scheduled learning activities.
Teaching Schedule
This course is co-delivered and co-assessed with MKTG5814c - Analyse Consumer Behaviour.
The nominal hours associated with this course are guide only and represent the total teaching and student effort required to successfully complete the course. This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.
| Week | Week Commencing | Topics | Assessment |
| 1 | 9 Feb | (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) Introduction to the course (Overview of marketing) |
|
| 2 | 16 Feb | Value and the consumer behaviour value framework | |
| 3 | 23 Feb | Consumer learning starts here: Perception |
|
| 4 | 2 Mar | Comprehension, memory & cognitive learning |
|
| 5 | 9 Mar | Motivation and emotions: Driving consumer behaviour | |
| 6 | 16 Mar | Personality, lifestyles and the self-concept |
Assessment 1 due |
| 7 | 23 Mar | Attitudes and attitude change |
|
| 8a | 29 Mar | Culture and consumers - Self-Directed Learning – Finalise Assess 1 – (Elements 1) | |
| 2 - 8 Apr | Mid-semester break | ||
| 8b | 9 – 10 Apr | Culture and consumers - Self-Directed Learning – Finalise Assess 1 – (Elements 1) | |
| 9 | 13 Apr | Group influence | |
| 10 | 20 Apr | Consumers in situations | |
| 11 | 27 Apr | Decision-making 1: Need recognition & search Decision-making 2: Alternative evaluation & choice |
|
| 12 | 4 May | Segmentation, targeting and positioning strategy (Profile the market) |
|
| 13 | 11 May | Marketing ethics, misbehaviour and value |
Assessment task 2: major assignment |
| 14 | 18 May | 1. Student consultation session 2. Major assignment due NB: Due last class of week 14 3. Students to prepare for assessed oral test |
|
| 15 | 25 May | Assessment Feedback and Resubmits | Assessment task 3: oral test/interview |
| 16 | 1 Jun | Assessment Feedback on results |
Learning Resources
Prescribed Texts
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
This course is co-delivered and co-assessed with MKTG5814c - Analyse Consumer Behaviour.
Students are required to complete 3 tasks. You must successfully complete all 3 tasks to be deemed competent in this unit.
Assessment 1
Due Dates: Last class of week 6 (Individual)
This assessment covers key concepts and principles for analysing consumer behaviour and identifies how to profile the market.
You will be required to complete a set of tutorial activities to reflect on your learning on learned concepts/principles taught.
Assessment 2
Due Date: Last class of week 13 (Group 3/4)
This assessment aims to identify student’s ability to discuss CB concepts, legislation and relationship on marketing factors. Students’ must also implement their skills and knowledge towards the written application of the learning throughout the semester.
The major assignment will require you to work in designated groups of up to 4 students. You will present your findings in a professionally prescribed written document. Much of this work will be undertaken both outside of class time and in the “Practical Sessions”. You are encouraged to use all the resources at your disposal to provide professionally reasoned solutions to the problems given
Assessment 3
Due Date: Week 15 (Individual)
This assessment covers a range of questions from the semesters learning and will test student’s ability to discuss key concepts by means of a one-to-one interview in the form of an oral test.
This assessment will will require you to provide your understanding on the topics covered in the course. You are encouraged to use all the resources at your disposal as part of your learning to provide professionally reasoned solutions to the problems given
Feedback
Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.
You should take note of all feedback received and use this information to improve your performance in the course.
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
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 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.
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.
Please refer to the Final Grades table below.
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.
.
Other Information
Submission Requirements
You should:
 Ensure that you submit assessments on or before the due date.
 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 each assessment task
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.
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:
http://rmit.edu.au/browse;ID=7usdbki1fjf31
Course Overview: Access Course Overview