Course Title: Analyse consumer behaviour for specific international markets

Part B: Course Detail

Teaching Period: Term2 2015

Course Code: MKTG5795C

Course Title: Analyse consumer behaviour for specific international markets

School: 650T Vocational Business Education

Campus: City Campus

Program: C5219 - Diploma of International Business

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

Peter Lawrance

peter.lawrance@rmit.edu.au

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

None

Course Description

This course applies to individuals with managerial responsibility for confirming the target market, assessing the current level of  onsumer interest, and developing and documenting recommended marketing strategies. The activity could be undertaken by an owner/manager of a business or someone with a brief to investigate such opportunities. The unit does not cover scanning international markets to choose a country or country with which to do business.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG517A Analyse consumer behaviour for specific international markets

Element:

Confirm the target market

Performance Criteria:

1.1. Identify the market or market segment for a product or service in accordance with the marketing plan
1.2. Identify aspects of culture that may have an impact on international marketing of products or services within target market
1.3. Identify consumer attributes for the market or market segment from the market profile
1.4. Identify features of the products or services in accordance with the marketing plan

Element:

Assess current level of consumer interest

Performance Criteria:

2.1. Investigate consumer need for the products or services through analysis of trends and past performance of products and services both within Australia and within relevant international settings
2.2. Review past marketing , including plans, strategies and campaigns or positioning of products or services in relation to the effectiveness of its focus of appeal both within Australia and within relevant international settings
2.3. Assess individual , social and cultural influences on consumer behaviour and estimate their impact for products or services
2.4. Assess lifestyle influences on consumer behaviour and estimate their impact for products or services
2.5. Assess organisational behaviour in relation to products or services in accordance with the marketing plan

Element:

Recommend marketing strategies

Performance Criteria:

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


Learning Outcomes


This course addresses the application of knowledge and skills to investigate business opportunities outside Australia and through offshore licensing.


Details of Learning Activities

These units will be deliveres with a mix of class lectures and workshops. A significant amount of research will be necessary to obtain data and information about other countries and their consumers.

It is recommended that students print each week’s class presentation as this becomes an effective text for the assessments. Attendance to at least 80% of classes is necessary if students are the learn the range of skills nd processes involved.


Teaching Schedule

Week
 
Week CommencingTopicsAssessment
 
1July 6Introductions
Rules
Evaluate learning skills, RPL and Credit Transfers
Explain cluster and outline both units.
Explain relationship with Analyse/Forcast data units.
Three steps to segmenting

 

 
2July 13Whole market
Consumer segments
 
Brief Assessment One
 
3July 20Evaluating market interest
Segmentation strategies
 
4July 27Describing people:
Demographics
Psychographics
Usage
Media
 
5August 3Profiling
Attitudes, opinions, beliefs.
Cultural impact
 
Assessment One due.
 
6August 10Changing negative attitudes.
Needs and Value (Maslow)
Hedonic and Utilitarian
Features and Benefits
Brief Assessment Two
 
7August 17Positioning
Focus of Appeal
 
8August 24Path to Purchase
Marketing strategies.
 
 
 August 31Break 
9Sept 7Workshop and Revision.
 
Assessment Two due
 
10Sept 14Profile the target consumers
Identify consumer needs
Brief Assessment Three
 
11Sept 21Positioning strategies
 
 
12Sept 28Focus of Appeal strategies.
 
 
13Oct 5Revision and review 
14Oct 14Workshop Assessment Three
 
Assessment Three due
 
15Oct 19Revision and review 
16Oct 26Resits and student feedback
 
 


Learning Resources

Prescribed Texts

There is no specifically prescribed text for this unit but sstudents are expected to use their own and the RMIT library's resources to research online.


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, journals, presentation and written or test. 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 codelivered and coassessed with MKTG7864c Profile International Markets

Assessment Task 1 – Cultural influences on consumers.
Date handed out: Week 2
Date and time due: Week 5
Weighting: 15% of unit total
Group or Individual: This is an individual assessment.

Purpose: The purpose of this assessment is to demonstrate your knowledge of how Culture, and Lifestyle impact on consumer behaviour. This will give students a working knowledge of these concepts before they have to apply them to practical exercises.

Requirements: As are all the assessments in this unit, this assessment is directly connected with the assessments students undertake in the cluster of Analyse data from international markets and Forecast international market and business needs.
It is intended that the same industries and companies chosen by students form the basis of all assessments. This means the data work in Analyse and Forecast underpins the consumer work done in this cluster. Any student who is NOT doing the Analyse and Forecast units must advise the teacher as soon as possible so arrangements can be made to ensure they are not disadvantaged.

The response to this assessment is to be no more than two pages; the first page is a ‘front’ page that contains the student’s name and student number and the subject and assessment details, and the standard declaration, (explained in this document). The second page should have three paragraphs that answer the tasks outlined below.

Assessments are to be uploaded onto the correct assessment section of Blackboard by the due time and date. No email or hard copy assessments will be accepted.
 

Assessment Task 2 – Assessing the market and describing the consumers.
Date handed out: Week 6
Date and time due: Week 10
Weighting: 50% of unit total
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 in the Analyse data unit.

Purpose: The purpose of this assessment is to demonstrate your knowledge of the principles and processes of evaluating international markets. This will give students a working knowledge of the behavior of consumers in international markets.

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 will be assessed separately. There is no word limit, No hard copy or emails will be accepted.
 

Assessment Task 3 – Developing marketing strategies.
Date handed out: Week 10
Date and time due: Week 14
Weighting: 35% of unit total.
Group or Individual: This is a group assessment to be completed in groups of no more than 2 persons. The pairs should be the same as for Assessment Two. Any change to this must be approved by the teacher.

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 in international markets.

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 will be assessed separately.
There is no word limit, No hard copy or emails will be accepted.

 


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

Submission requirements:
You are required to meet the following criteria for all assessments. Failure to do so may result in you being deemed not-yet-competent:

• Submit all assessment tasks online through blackboard, and include the RMIT e-submission declaration (see below).
• Ensure that you submit assessments on or before the due date.
• Retain a copy of your assessment tasks.


Electronic Submission
When submitting work online, you need to include the cover sheet supplied by your teacher. This includes the following declaration:

RMIT Electronic Submission of work for assessment
I declare that in submitting all work for this assessment I have read, understood and agree to the content and expectations of the assessment declaration.
(URL: http://www.rmit.edu.au/students/assessment/declaration)


Resubmissions:
If you are found to be Not Yet Competent (NYC) in an Assessment Task you will be allowed one resubmission to demonstrate competence. 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”.

Late Submissions
Students are required to submit assessment items and/or ensure performance based assessment is completed by the due dates. If a student is to be prevented from submitting an assessment item on time, by circumstances outside their control, they may apply in advance to the teacher for an extension to the due date of up to seven calendar days. To be eligible for an extension, you must lodge the extension form availabile at the following link with your teacher: http://www.rmit.edu.au/students/assessment/extension

Where an extension of greater than seven days is needed, the student 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 on special consideration and how to apply can be found here: http://www.rmit.edu.au/students/specialconsideration

Final Date for All Assessments
No assessment tasks or resubmissions will be accepted after 5pm Friday, week 16.

Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. Information on circumstances under which the assessment arrangements might be granted can be found at the following website: http://www.rmit.edu.au/students/assessment/adjustment
 

Course Overview: Access Course Overview