Course Title: Analyse consumer behaviour for specific markets
Part B: Course Detail
Teaching Period: Term1 2014
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:firstname.lastname@example.org
Name and Contact Details of All Other Relevant Staff
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
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
1.1. Gather information on the market or market segment for a product or service in accordance with the marketing plan
2. Assess the reasons for existing levels of consumer interest
2.1. Investigate consumer need for the product or service through analysis of trends and past performance
3. Recommend a focus of appeal for marketing strategies for a product/service
3.1. Ensure marketing strategies address innate and acquired needs of consumers and appeal to the motives that influence decision making
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 unit is delivered and assessed in conjunction with RMIT course MKTG5830C - Conduct Market Research
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 activitioes and interactive sessions.
The collaborative classroom based activities will include group discussions, group problem solving activities and opportunities to practice your skills in a simulate/real workplace environment.
We expect you to participate and contribute in all scheduled learning activities.
Content: Course Overview – Class Activity
|2||Feb 17||Value and Consumer Behaviour Value Framework|
|4||Mar 3||Comprehension, memory and cognitive learning|
|5||Mar 10||Motivation and Emotions driving consumer behaviour|
|6||Mar 17||Personality, lifestyles||Task 1 Due|
|8||Mar 31||Consumer Culture|
Group and Interpersonal Influence
|9||April 07||Consumers in situations|
|10||April 14||Consumer decision making|
|Term Break - 18th to 25th April inclusive|
|11||April 28||Class time to work on Major Assignment|
|12||May 5||Class time to work on Major Assignment|
|13||May 12||Class presentations – Major Assignment Due||Task 2 Due|
|14||May 19||Individual Interviews||Task 3 Due|
|15||May 26||Individual Interviews||Task 3 Due|
|16||June 1||Assessment feedback /resubmissions|
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.
This course is delivered and assessed in conjuction with Conduct Market research RMIT course MKTG5830C
Students are required to complete 3 tasks. You must successfully complete all 3 tasks to be deemed competent in this unit.
Task 1: Major Assignment (Groups of 4) - Research Plan – (Due Week 6)
As part of the Major assessment students will be required to submit a research plan including survey tool to be used (i.e Questionnaire)
The Plan must include information on the market or market segment for the product or service (according to your group’s case study)
Task 2: Major Assignment (Groups of 4) – Final Report and Presentation – (Due Week 13)
The second assessment tasks will require students to work in designated groups on a major assignment. Students will present their findings in a professionally prescribed written document. Much of this work will be undertaken both outside of class time and in the “Practical Sessions”. Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given. Reports are to be submitted on Blackboard. Each group will also be required to present their findings in class in a short (10 minute) presentation
Interview – Individual - (Due in class Weeks 14 and 15)
The third assessment tasks will require students to present themselves in a face-to-face test/interview to articulate their overall understanding of the course taught during the semester to be deemed competent. Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given
*More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Assessment tasks must be submitted online through blackboard.
• Retain a copy of your assessment tasks.
• 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 on blackboard.
• For group assignments - all group members must complete and sign the cover sheet.
• Each page of your assessment you should include footer with your name(s), student number(s), 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.
If you are found to be Not Yet Competent in a Course Assessment Task you will be allowed one resubmission only. 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”.
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.
Final Date for All Assessments:
Unless the Late Submission Procedures (see above) are applied, No assessment tasks or resubmissions will be accepted after the due date.
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.
Please refer to the Final Grades table below.
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.
The grading is according to the following criteria:
1. LEVEL OF INDEPENDENCE, INITIATIVE, ENTERPRISE AND PERFORMANCE OF WORK TASK
We are looking for a high level of ability to complete all tasks independently as per the specifications as well as demonstrating a high level of initiative in your approach to the task
2. DEMONSTRATED BREADTH OF UNDERPINNING KNOWLEDGE AND A WILLINGNESS TO CONTINUE LEARNING
We are looking for depth of understanding of the key concepts and knowledge required in the assessments system. You should be able to demonstrate a thorough understanding of all requirements in all the assessment tasks.
3. TECHNIQUES & PROCESSES, TECHNOLOGY SKILLS AND PROBLEM SOLVING
We are looking for appropriate use of technology to assist in presenting all tasks clearly and suitable for the intended audience. You also need to show an understanding of the kinds of problems that can arise in managing pertinent issues and how these might be addressed.
4. WORK ORGANISATION, PLANNING AND SELF MANAGEMENT
Class attendance, individual contribution to group work, timely completion of all tasks on key milestone dates.
5. COMMUNICATION, PEOPLE NETWORKING, LANGUAGE AND INTERPERSONAL SKILLS AND TEAMWORK
We expect to see contributions to relevant discussions and scheduled Collaborate sessions. In addition your tasks should demonstrate a very good understanding of strategies for a collaborative approach to management issues in the workplace.
Final Grades table:
CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – Graded
NYC Not Yet Competent
DNS Did Not Submit for assessment
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.
If circumstances outside your control are likely to prevent you from submitting an assessment item on time, you may apply to your teacher for an extension of up to seven calendar days.
You must apply for an extension at least one working day prior to the submission deadline.
More Information: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf
Extensions of greater than seven days will only be granted to eligible students through the special consideration process. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.
More Information: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf
Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:
More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31
Course Overview: Access Course Overview