Course Title: Analyse consumer behaviour for specific markets

Part B: Course Detail

Teaching Period: Term1 2016

Course Code: MKTG7900C

Course Title: Analyse consumer behaviour for specific markets

School: 650T Vocational Business Education

Campus: City Campus

Program: C4361 - Certificate IV in Advertising

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact

Name and Contact Details of All Other Relevant Staff

Felicity Burns

Ph: + 61 3 9925 5486


Nominal Hours: 60

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


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.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG402 Analyse consumer behaviour for specific markets


1. Confirm product or service market

Performance Criteria:

1.1 Gather information on market or market segment for a product or service in accordance with marketing plan
1.2 Identify consumer attributes for market or market segment from market profile or existing customer data
1.3 Identify and test features of product or service in accordance with marketing plan


2. Assess reasons for existing levels of consumer interest

Performance Criteria:

2.1 Investigate consumer need for the product or service through analysis of trends and past performance
2.2 Review past marketing or positioning of product or service in relation to effectiveness of its focus of appeal
2.3 Assess, estimate and test impact of individual, social and lifestyle influences on consumer behaviour for a product or service
2.4 Analyse consumer responses to previous marketing communications
2.5 Assess organisational capability to respond quickly to consumer demand for products or services in accordance with marketing plan


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

Performance Criteria:

3.1 Ensure marketing strategies address innate and acquired needs of consumers and appeal to motives that influence decision-making
3.2 Present a rationale for focus of appeal that outlines how influences on consumer behaviour will be used to target effective marketing strategies
3.3 Ensure focus of appeal meets legal and ethical obligations and budgetary requirements of marketing plan

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.

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 delivered and assessed in conjunction with BSBMKG401 (MKTG7937C) Profile the market

Week Week Commencing Topics Competencies Assessment
1 8/2/16

(1) Course Induction
• Course delivery and assessment details
• Assessment details and assessment task and feedback guide (including Grading, Plagiarism, Appeals, Extensions, Feedback, Privacy, Submission requirements, Resubmission policy, Online learning environment, Where to get support – Student study support)

Pre-Training Review
• Conduct an LLN skills analysis- one per student
• Explain Recognition of Prior Learning and Credit Transfers (for new students)

Student Checklist:
Handout checklist and get each student to sign and hand back. Includes: student responsibilities (i.e. must check emails and BB shells weekly). Program map to confirm all students enrolled correctly.            

Library Services: Guest Speaker

Overview - All assessment tasks

2 15/2/16

Understanding Consumer Behaviour

Overview - Assessment 1

3 22/2/16

Consumer Behaviour Model
Buyer Decision Making – Business to Consumer – 5 step decision making process

Business Behaviour Model
Business to Business – 7 step model

4 29/2/16

Identifying the Customer/ Market Segmentation

Overview - Assessment 2

5 7/3/16 Profile the Customer BSBMKG402 (MKTG7900C)
 Assessment 1 Due
6 14/3/16

Consumer Trends and Application to Brands


7 21/3/16

Positioning /Strategy/Written Analysis

  25th March-1st April
Mid-Semester Break (Easter)    
8 4/4/16 Interactive Workshop – Exploring technologies & Presentation Formats BSBMKG402 (MKTG7900C)
 Assessment 2 - Part 1 Due
9 11/4/16 Verbal Presentations  - In Class Presentations - Assessment 2 BSBMKG402 (MKTG7900C)
Assessment 2 - Part 2 Due
10 18/4/16

Verbal Presentations - In Class Presentations - Assessment 2

Overview - Assessment 3 (Research Small Local Business)

Assessment 2 - Part 2 Due
11 25/4/16 Area of Differentiation, SWOT Analysis & USP
Exploring Brands with Strong Differentiation
Assessment 2 - Part 3 Due
12 2/5/16 Developing Perceptual Maps & Exploring Brands
Workshop: Examining Advertisements and Positioning Statements
13 9/5/16

Understanding Consumer Behaviour and Developing Advertising Strategies for Clients

14 16/5/16 Assessment 3 BSBMKG402 (MKTG7900C)
Assessment 3 Due
15 23/5/16 Formative Feedback and Reflection on Assessment 3 BSBMKG402 (MKTG7900C)
16 30/5/16 Resubmissions and Course Feedback BSBMKG402 (MKTG7900C)

Learning Resources

Prescribed Texts


Other Resources

Please see Blackboard for any additional learning resources for this course. Students are expected to download material presented in class from Blackboard and any templates provided for assessment.  Additional resources are available from the RMIT Library and from the internet.            

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.

Assessment Tasks

This course is delivered and assessed in conjunction with BSBMKG401 (MKTG7937C) Profile the market
All tasks must successfully be completed to be deemed competent in this unit. Assessment in this course will be a combination of individual tasks and group work. Assessment tasks will be assessed using various methods including online tools, written reports and verbal presentations.

Assessment Task 1 –Buyer Decision-Making Process Models (1000 words) – Due Week 5 (Small Group 2-3) 

In this task, you will be required to collaborate with your group and develop your knowledge and understanding of the stages of the Buyer Decision-Making Process. You will be required to select a product or service, and detail the steps that a consumer and business takes in the purchasing process. Working in your group, you will be required to submit two models:

Business to Consumer (5 steps) – using a product purchased from a supermarket or department store
Business to Business Model (7 steps) – using a service purchased in the advertising industry. E.g. An advertising agency sourcing an external supplier such as photographer for a print campaign

You will be required to support the decision-making processes through documented research and evidence of your findings.

Assessment Task 2 – Target Audience Profile, Verbal Presentation and Written Analysis (1500 words) – Due Weeks’ 8, 9 &10 - (Small Group 2-3)  

This assessment involves 3 parts. In your group, you to research, create and present a Target Audience Profile (Avatar) based on the typical buyers of the brand/ product from Task 1. In Part C, you are required to analyse the creative work used by the selected brand/company and report your findings on whether the materials are effective or ineffective in attracting the intended target audience. The 3 parts:

Part A  - Target Audience Profile
Part B –  Verbal Presentation
Part C – Written Analysis with Supporting Creative Evidence

You will need to complete all three parts to demonstrate competency in this assessment task.  All work is to be submitted electronically via Blackboard Assessment.

Assessment Task 3 – Brand Positioning Statement & Perceptual Map - Due Week 14 - 500 Words (Individual)

In this task, you are required to research and select a small local business. In addition, you are to provide a positioning strategy and perceptual map that identifies: the direct competition of the business, point of differentiation and Unique Selling Proposition (USP). A guidance template will be provided for this assessment task.

All work is to be submitted electronically via Blackboard Assessment.

Work to be saved in a Word doc or .pdf and uploaded to the assessment tab in your course Blackboard shell by required date. Work that is sent by email will not be marked.

Work that is submitted after the deadline and without one of the forms below will not be accepted or marked.

Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to circumstances beyond your control, you must apply for an application of extension time BEFORE the due date.
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.
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 for extension time and special consideration can be found at:;ID=ls0ydfokry9rz.

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. Cover sheets for submission of work is available from your course shell in Blackboard.

It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by week 16.

Assessment Matrix

Full details on how this course is assessed against the Unit elements and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher.

Course Overview: Access Course Overview