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

Name and Contact Details of All Other Relevant Staff

Peter Lawrance  Phone:  99255661

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 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


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
1.2 Identify consumer attributes for market or market segment from market profile or existing customer data
1.3 Identify and test features of product or service in accordance with marketing plan


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
3.2 Present a rationale for focus of appeal that outlines how influences on consumer behaviour will be used to target effective marketing strategies
3.3 Ensure focus of appeal meets legal and ethical obligations and budgetary requirements of marketing plan


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
2.2 Review past marketing or positioning of product or service in relation to effectiveness of its focus of appeal
2.3 Assess, estimate and test 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 capability to respond quickly to consumer demand for products or services in accordance with marketing plan

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


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