Course Title: Analyse consumer behaviour for specific markets

Part A: Course Overview

Program: C5281

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

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG5814C

City Campus

TAFE

650T Vocational Business Education

Face-to-Face or Workplace

Term2 2012,
Term1 2013,
Term2 2013,
Term1 2014,
Term2 2014,
Term1 2015

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5173

Course Contact Email: sally.parrott@rmit.edu.au


Course Description

This unit applies to individuals working in a marketing team who need to analyse consumer behaviour to examine the factors that impact on 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

None



National Competency Codes and Titles

National Element Code & Title:

BSBMKG402B Analyse consumer behaviour for specific markets

Elements:

1. Confirm product/service market

2. Assess the reasons for existing levels of consumer interest

3. Recommend a focus of appeal for marketing strategies for a product/service


Learning Outcomes

This unit describes the performance outcomes, skills and knowledge required to analyse consumer behaviour to target marketing to specific markets and specific needs.


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.