Course Title: Profile the market

Part B: Course Detail

Teaching Period: Term2 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

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:

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
4.3. Submit plan to supervisor within specified time lines and make appropriate adjustments based on feedback

 


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 in class activities, case studies and face to face delivery will provide a range of learning and teaching experiences for students.  MKTG5815C Profile the market is co-delivered and co-assessed with MKTG5814C Analyse consumer behaviour for specific markets


Teaching Schedule

Week NoDateTopic
1Jun 8

(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) Overview of the specific technology required for this course:
o Blackboard
o Excel Training

2Jun 13Market segmentation concepts –
(i) the whole market; (ii) the consumers.
Whole market examples. Include services. Include B2B
Segmentation Strategies.
Finding the data
3Jun 20Describing consumers and defining consumer segments.
Demographics
Psychographics
Usage
Media.
Workshop examples
Assessment One workshop; teams, businesses
 
4Jun 27Segmentation Strategies.
Workshop Assessment One
 
5Aug 3Understanding Consumers.
The path to purchase.
Needs. Value.
Types of product – the risk/time equation.
 
6Aug 10Influences on consumer’s behavior
Internal
Culture
Belief systems
Personality
Lifestyle
External
Families, groups
Media
Workshop
 
7Aug 17Changing consumer opinions.
Workshop Assessment Two
 
8Aug 24Profiling consumers.
Workshop Assessment Two
 Aug 31 ~ Sep 6Mid Semester Break
   
9Sep 7Writing Consumer Descriptions
Pitstop Assessment Two
 
10Sep 14Positioning
Focus of Appeal
 
11Sep 21Positioning Strategies
12Sep 28Pitstop Assessment Three
13Oct 5  Workshop Assessment Three
14Oct 12Workshop Assessment Three
15Oct 19Resubmissions
16Oct 26Student feedback


Learning Resources

Prescribed Texts


References


Other Resources

Relevant learning resources will be placed on the online learning hub (Blackboard)  progressively throughout the semester.   You will need to access this site on a weekly basis to ensure that you keep up to date with important information related to this course.


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

MKTG5815C Profile the market is co-delivered and co-assessed with MKTG5814C Analyse consumer behaviour for specific markets

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

Assessment Task 1 - Defining markets
Date and time due: Week 5
Weighting: 33% of unit total
Group or Individual: This assessment is to be done in groups of two. Pairs of students are to allocate sections of the work equally between the members, and annotate each section with the author’s name. Students may be assessed separately.

Purpose: The purpose of this assessment is demonstrate your ability to identify and describe the segment characteristics and participants in a specific market.

Requirements. This assessment is directly connected with the other assessments students undertake in this cluster.
It is intended that the same industries and companies chosen by students form the basis of all assessments. This means the data work in this assessment underpins the consumer work done in later assessments.

Assessment Task 2 – Assessing the market and describing the consumers.
Due: Week 10
Group or Individual: This is a group assessment to be completed in groups of no more than 2 persons. Ideally the pairs should be the same as the last Assessment One.

Purpose: The purpose of this assessment is to demonstrate your knowledge of the principles and processes of evaluating markets and describing consumers. This will give students a working knowledge of the strategy for segmenting consumers.

Requirements: The response to this assessment is to be a business-standard report with appropriate front cover, index, page numbers and format. Make sure the response to each task is clearly separated from the others.

Each student contribution is to be identified by its author and students may be assessed separately. There is no word limit, Assessments are to be uploaded by both students onto the correct assessment section of Blackboard by the due time and date. No email or hard copy assessments will be accepted.

Assessment Task 3 – Developing marketing strategies.
Due: Week 14
Group or Individual: This is a group assessment to be completed in groups of no more than 2 persons. Ideally the pairs should be the same as the last Assessment One.

Purpose: The purpose of this assessment is to demonstrate your knowledge of the principles and processes of using consumer behavior information to create relevant marketing strategies. This will give students a working knowledge how to develop and evaluate these strategies.

Requirements: The response to this assessment is to be a business-standard report with appropriate front cover, index, page numbers and format. Each student contribution is to be identified by its author and students may be assessed separately.There is no word limit, Assessments are to be uploaded by both students onto the correct assessment section of Blackboard by the due time and date. No email or hard copy assessments will be accepted.
 


Assessment Matrix

Marking Guide (Competency):

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.


Marking Guide (Grading)

After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

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

Other Information

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:
More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31

Course Overview: Access Course Overview