Course Title: Analyse consumer behaviour for specific markets

Part A: Course Overview

Program: C4361

Course Title: Analyse consumer behaviour for specific markets

Portfolio: BUS

Nominal Hours: 60.0

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.

Course Code




Learning Mode

Teaching Period(s)


City Campus


650T Vocational Business Education

Face-to-Face or Internet

Term1 2016

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Course Description

This unit describes the skills and knowledge required to analyse consumer behaviour for specific markets and specific needs.

It applies to individuals who need to analyse consumer behaviour to examine factors that impact decisions to purchase products or services. Having thoroughly analysed consumer attitudes and behaviour, recommendations can be made on marketing strategies to increase consumption of the product or service being marketed.

Pre-requisite Courses and Assumed Knowledge and Capabilities


National Competency Codes and Titles

National Element Code & Title:

BSBMKG402 Analyse consumer behaviour for specific markets


1. Confirm product or service market

2. Assess reasons for existing levels of consumer interest

3. Recommend focus of appeal for marketing strategies for product or service

Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to profile a target market or market segments in accordance with a marketing plan and to develop market positioning strategies.

Overview of Assessment

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Performance Evidence

You must demonstrate evidence of the ability to:

◾analyse consumer behaviours
◾document and present findings and recommendations about marketing strategies that should be developed to influence consumers

Knowledge Evidence

To complete the unit requirements safely and effectively, you must:

◾outline relevant industry and product or service knowledge
◾explain relevant marketing communication concepts and processes
◾identify organisational structures, procedures and marketing objectives


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 learning outcomes and final performance in the course.