Course Title: Analyse consumer behaviour for specific markets
Part B: Course Detail
Teaching Period: Term2 2015
Course Code: MKTG5814C
Course Title: Analyse consumer behaviour for specific markets
School: 650T Vocational Business Education
Campus: City Campus
Program: C5335 - Diploma of Business (Public Relations)
Course Contact : Sally Parrott
Course Contact Phone: +61 3 9925 5175
Course Contact Email:sally.parrott@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Peter Lawrance Phone: 99255661
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 describes the performance outcomes, skills and knowledge required to analyse consumer behaviour to target marketing to specific markets and specific needs.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG402B Analyse consumer behaviour for specific markets |
Element: |
1. Confirm product or service market |
Performance Criteria: |
1.1 Gather information on market or market segment for a product or service in accordance with marketing plan |
Element: |
3. Recommend focus of appeal for marketing strategies for product or service |
Performance Criteria: |
3.1 Ensure marketing strategies address innate and acquired needs of consumers and appeal to motives that influence decision-making |
Element: |
2. Assess 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 |
Learning Outcomes
Details of Learning Activities
Students will be
* developing and implementing a market research survey tool
* accurately recording and securely storing survey data in accordance with organisational procedures
* utilising a range of methodologies to analyse market research information and documenting market research activities and findings in a research report.
Teaching Schedule
Week 1 - Introduction to the course including:
Week 2 - Introduction to Market research : Market Research Process
Week 3 - Focus Groups
Week 4 - Surveys – Questionnaire Design
Week 5 - Surveys – Questionnaire Design
Week 6 - Surveys – Questionnaire Design
Week 7 - Sampling
Week 8 - Sampling
Aug 31 - 7 September - Mid Semester Break
Week 9 - Market research analysis
Week 10 - Market research analysis
Week 11 - Class time to work on Major Assignment
Week 12 - Class time to work on Major Assignment
Week 13 - Individual Interviews
Week 14 - Individual Interviews
Week 15 - Individual Interviews
Week 16 - Assessment feedback /resubmissions
Learning Resources
Prescribed Texts
References
Other Resources
Overview of Assessment
Assessment may incorporate a variety of methods including technical requirements documentation, homework, assignments, group and/or individual projects, in class exercises, written and practical assessments, problem solving exercises, presentations, direct observation of actual and simulated work practice, presentation of a portfolio of evidence which may comprise documents, and/or photographs and/or video and audio files, review of products produced through work-based or course activities.
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. Students will be provided with feedback throughout the course to check their progress.
Assessment Tasks
Assessment Task/Titles: (there should be no more than 3 assessment tasks)
Task 1: Major Assignment - 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)
Task 2 : Major Assignment – Final Report and Presentation – (Due Week 11)
The second assessment task 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 Week 14)
The third assessment task 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
Assessment Matrix
See teacher or Program shell for further information on assessment mapping.
Other Information
This subject is being co-delivered with Conduct Market Research.
Course Overview: Access Course Overview