Course Title: Analyse consumer behaviour for specific markets

Part B: Course Detail

Teaching Period: Term2 2012

Course Code: MKTG5814C

Course Title: Analyse consumer behaviour for specific markets

School: 650T TAFE Business

Campus: City Campus

Program: C5281 - Diploma of Business (Public Relations)

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5173

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


Name and Contact Details of All Other Relevant Staff

Liz Grady

liz.grady@rmit.edu.au

039525 5423

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 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.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG402B Analyse consumer behaviour for specific markets

Element:

1. Confirm product/service market

Performance Criteria:

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

Element:

2. Assess the 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 a product or service in relation to the effectiveness of its focus of appeal
2.3.Assess, test and estimate the 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 behaviour capability to respond quickly to consumer demand for products or services in accordance with the marketing plan

Element:

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

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 that outlines how influences on consumer behaviour will be used to target effective marketing strategies
3.3.Ensure the focus of appeal meets legal and ethical obligations and the budgetary requirements of the marketing plan


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.


Details of Learning Activities

This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual assessment activities. These assessable activities will be provided through a combination of face to face teacher/student deliveries, workshops and laboratory exercises. Additional assessable activities may also be provided to students to complete outside of the timetabled time. The concepts learned will be explored through the investigation of real world and simulated environments. There will be a large range of online materials incorporated into these learning activities with occasional online theory classes forming part of the online learning schedule.


Teaching Schedule

Week  0Course Introduction and Overview
Week 1What is CB and why should I care?
Week 2Consumer Behaviour Value Framework (CBVF)
Week 3CBVF continued and theory revision
Week 4Theoretical Quiz
Week 5Non- teaching week
Week 6Internal Influences – Perception, Comprehension, Motivation
Week 7Internal Influences – Personality, Attitudes & Lifestyle
Week 8Internal Influences – Personality, Attitudes & Lifestyle (cont.)
Week 9External Influences – Culture & Group
Research Skills – Library training
 
Week 10Consumer Decision Making Process (CDMP)
Week 11Consumer Decision Making Process (CDMP cont.)
Week 12Organisational Behaviour
Week 13Presentations and Reports Due
Week 14Presentations and Reports Continued…
Week 15Revision and Individual Feedback
Week 16Resits if Required
Week 17Final Grading


Learning Resources

Prescribed Texts

CB4 (Babin/Harris) Cengage Publishing 2012

1-111-82177-1


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

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

TASK 1 – Theory-based Quiz (Due in class Week 4)

Students will undertake a theoretical quiz of multiple choice and short answer questions based on theory from Babin/Harris CB 4th Edition. The quiz will be closed book and students will have one hour to complete the assessment.


Submission Requirements: In order to be deemed competent in this assessment, students must achieve a minimum of 50% within the allocated time frame.


Task 2 – Group Assignment Part A Report (Due in class Week 8)

Students are to select a product/service and associated marketing campaign and develop a comprehensive analysis of the consumer buyer behavioural landscape that surrounds it. Post-analysis, students are to speculate on a market motive/need change and recommend an alternative focus of appeal or positioning change to the current marketing strategy to accommodate this need.

•Structured report presentation with contents, references etc.
•Product Analysis conducted including core product, primary characteristic and augmented product
•Consumer Need that the product is fulfilling is identified in suitable detail
•Existing Marketing Strategy should be overviewed and the relevant appeals utilised identified
•Target Market Analysis performed including the total market, target market and target market profile
•Two Internal Influences relevant to the specific marketing example are identified and analysed with relevant theory referenced from the text. The importance of each influence relevant to the other is noted. Influences include perception, learning, motivation, emotions, personality, self and attitude.
•The Internal Influences of Lifestyle should be discussed as to how it has been used in the marketing example and it’s relevant importance to the other influences discussed supported by relevant theory from the text.


For further information and detailed marking guide, refer to the Student Instruction Handout that will be distributed after Task 1 is complete
Submission Requirements: Students are required to provide a written document by the due date uploaded into Blackboard. Please note that submissions are NOT to be emailed.

Task 3 – Group Assignment Part B Report and Presentation (Due in class Week 13)
A continuation of Task 2 Part A students will need to provide detailed information around:

•Structured report presentation with contents, references etc.
•Presentation using PowerPoint
•External Influences of Culture and Group should be discussed with reference to their use in the marketing example supported by theory from the text. Their importance in relevance to other influences should be discussed also.
•Organisational Behaviour – Identify and example of changes the organisation has made to its marketing over the years. Evidence is required.
•Speculate on a need Need OR Motive Change the target market may have in the future
•Adapted Marketing Strategy should be devised in line with anticipated change
•Discuss how the change in Need/Motive will modify 3 of the 9 stages of the Consumer Decision Making Process
•Suggest how two existing or other CB influences could be used to develop new marketing strategies and reference theory from the text
•Explain how it will be ensured that the new marketing strategy will be Ethical

For further information and detailed marking guide, refer to the Student Instruction Handout that will be distributed after Task 2 is complete
Submission Requirements: Students are required to provide a written document by the due date uploaded into Blackboard. Please note that submissions are NOT to be emailed. Presentations should take the form of a PowerPoint presentation and be 15 minutes in length.

You should:

•Ensure that you submit assessments on or before the due date. 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 is available at http://rmit.edu.au/browse;ID=ls0ydfokry9rz website.
•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. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of work for assessment is available from the Student forms website.
•Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.


Assessment Matrix

Course Overview: Access Course Overview