Course Title: Profile the market

Part A: Course Overview

Program: C5287

Course Title: Profile the market

Portfolio: DSC

Nominal Hours: 50.0

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)
MKTG6061C	Brunswick Campus	TAFE	320T Design (TAFE)	Face-to-Face or Internet

Course Contact: Garry Amy

Course Contact Phone: +61 3 9925 4819

Course Contact Email: design.tafe@rmit.edu.au

Course Description

This unit describes the performance outcomes, skills and knowledge required to profile a target market or market segments in accordance with a marketing plan and to develop market positioning strategies. No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.

Pre-requisite Courses and Assumed Knowledge and Capabilities

None

National Competency Codes and Titles

National Element Code & Title:	BSBMKG401B Profile the market
Elements:	1. Segment the market
	2. Identify the target market
	3. Profile the target audience
	4. Develop a positioning strategy

Learning Outcomes

This unit applies to individuals working in a marketing team who are responsible for segmenting a target market to review alignment with organisational marketing objectives. This involves identifying viable market segments and profiling target consumers, and then defining the target market in more detail and developing strategies to position products and services.

This unit is relevant to individuals working in a variety of marketing communications occupational roles, including advertising, direct marketing, promotional marketing, personal selling and public relations.

Overview of Assessment

Evidence of the following is essential:

   -  developing a market positioning strategy that documents market segmentation, consumer profiling, targeting and strategies relevant to a product or service being offered to the marketplace.