Course Title: Analyse consumer behaviour for specific markets

Part B: Course Detail

Teaching Period: Term1 2015

Course Code: MKTG5814C

Course Title: Analyse consumer behaviour for specific markets

School: 650T Vocational Business Education

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

Peter Lawrance

9925 5661

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 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 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 activities and interactive sessions.
The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.
We expect you to participate and contribute in all scheduled learning activities. 


Teaching Schedule

WeekWeek CommencingTopicsAssessment
1Feb 9

Course Induction
• Course delivery details
• Assessment details and Assessment Task & Feedback Guide
• Grading – remind them of codes (HD, D, C, P) and no marks
• Plagiarism – must have signed cover sheets on all assessments
• Appeals – take them through this process and where it is on website
• Extensions – take them through process (details on website.)
• Feedback – when they can contact you and expect a response.
• Submission requirements – how all work must be uploaded online
• Resubmission policy – one resubmission, marked to a pass allowed
• Course support documents – any text books or readings
• Online learning environment – go through Blackboard shell
• Where to get support - Student study support details
Pre-Training Review
• Conduct an LLN Skills analysis – one per student group
• Explain Recognition of Prior Learning and Credit Transfers (for new students)
Student checklist
Handout checklist and get each student to sign and hand back. Includes:
Student responsibilities (i.e.: must check emails and bb shells weekly)
Program map to confirm all students are correctly enrolled

Content: Course Overview – Class Activity
 

Assessment overview
2Feb 16

Introduction to Market research
Market Research Process

Value and Consumer Behaviour Value Framework

 
3

Feb 23

Focus Groups

Perception

 
4Mar 2

Secondary Data

Comprehension, memory and cognitive learning

 

5

Mar 9

Surveys – Questionnaire Design

Motivation and Emotions driving consumer behaviour

 
6Mar 16

Surveys – Questionnaire Design

Personality, lifestyles

Task 1 Due
7Mar 23

Sampling

Attitudes

 
8Mar 30

Sampling

Consumer Culture
Group and Interpersonal Influence
 

 
  Mid semester break 2nd - 8th April 
 9April 13Market research analysis

Consumers in situations

 
10April 20

Market research analysis

Consumer decision making

 
     
11April 27

Class time to work on Major Assignment

 

 
12May 4

Class time to work on Major Assignment

 

 
13May 11Class presentations - Major Assignment DueTask 2 Due
14May 18Individual InterviewsTask 3 Due
15May 25Individual InterviewsTask 3 Due
16June 1Assessment feedback 


 


Learning Resources

Prescribed Texts


References


Other Resources

NA


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 delivered and assessed in conjunction with Conduct Market Research MKTG 5830C  Assessment Tasks

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 - Research Plan – Group  (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 – Final Report and Presentation – Group (Due Week 11)
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


Assessment 3
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.

Submission Requirements
You should:
•Ensure that you submit assessments on or before the due date.
•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 each assessment task is available on blackboard.
•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.

Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More Information: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf
Where an extension of greater than seven days is needed, you 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: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf

Resubmissions (VET Programs):
If you are found to be unsuccessful 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.

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
More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31
Marking Guide (Competency):
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying. You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.

Marking Guide (Grading)
After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

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
Further information regarding the application of the grading criteria will be provided by your teacher.
 


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.

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.

Other Information

NA

Course Overview: Access Course Overview