Course Title: Analyse consumer behaviour for specific markets

Part B: Course Detail

Teaching Period: Term1 2013

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

Name and Contact Details of All Other Relevant Staff

Alain Grossbard

9925 5522

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 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


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


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


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

Practical activities, case studies and class discussion as well as work relevant assessments.

Teaching Schedule

Week 1: Course delivery and assessment details
• Course support documents
• Online learning environment
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
• Where to get support
• Student responsibilities
(2) Pre-Training Review
• Includes skills analysis and Recognition of Prior Learning and Credit Transfers
(3) Course Overview

Week 2 18 Feb What is CB and why should I care?

Week 3 25 Feb Consumer Behaviour Value Framework (CBVF)
Week 4 4 Mar CBVF continued and theory revision
Week 5 11 Mar Theoretical Quiz
Week 6 18 Mar Internal Influences – Perception, Comprehension, Motivation

Week 7 25 Mar Internal Influences – Personality, Attitudes & Lifestyle
28 Mar – 3 Apr Mid-Semester Break

Week 7 1 Apr Internal Influences – Personality, Attitudes & Lifestyle (cont.)

Week 8 8 Apr External Influences – Culture & Group
Research Skills – Library training

Week 9 15 Apr Consumer Decision Making Process (CDMP)
Week 10 22 Apr Consumer Decision Making Process (CDMP cont.)
Week 11 29 Apr Organisational Behaviour
Presentation research, audience assessment and outcome focus

Week 12 6 May Presentation strategies, delivery methods and presentation aides
Week 13 13 May Persuasive, verbal and non-verbal communication techniques
Assessing presentation effectiveness
Week 14 20 May Final assessments and presentations due in class
Week 15 27 May Assessment Feedback
Week 16 3 Jun Assessment Feedback(cont.)

Learning Resources

Prescribed Texts


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 co-delivred and co-assessed with Make a Presentation COMM5928C

TASK 1 – Theory-based Quiz (Due in class Week 6)
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 and Presentation (Due in class Week 10)
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.
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 Major Presentation (Due in class Week 14)
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
NB: More detailed assessment sheets for each assessment task will be disseminated throughout course delivery. Students are required to complete 3 tasks. All tasks must successfully be completed to be deemed competent in this unit.
Submission Requirements: All assessment tasks need to be submitted via Blackboard.
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;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