Course Title: Analyse consumer behaviour for specific markets

Part B: Course Detail

Teaching Period: Term1 2016

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

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 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


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 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


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 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

Details of Learning Activities

There will be a series of lectures/tutorials and workshops that will cover all aspects of this course

Students will be working in groups and individually throughout the semester on related topics

Students will need to seek references and resources throughout the semester.

Teaching Schedule

This course is joined and co assessed with "Conduct Market Research" MKTG5830C

Induction Session
Prior to training commencement a program level induction session will be conducted that comprises the following:

• Program overview and requirements
• MyRMIT/Blackboard
• Overview of assessment requirements
• Pre-Training Review including:
o Recognition of Prior Learning and Credit Transfers
o Assessment of current skills and knowledge
• Competency/Grading Criteria
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
• Where to get support
• Student responsibilitiesContent: Course Overview – Class Activity

Week 1:  Introduction to Market research
Week 2 : Market Research Process, Value and Consumer Behaviour Value Framework
Week 3: Focus Groups, Perception
Week 4: Secondary Data, Comprehension, memory and cognitive learning
Week 5: Surveys – Questionnaire Design, Motivation and Emotions driving consumer behaviour
Week 6:First assignment due, Surveys – Questionnaire Design, Personality, lifestyles (First assessment due - feedback will be received in week eight)
Week 7a:Sampling, Attitudes

Mid semester break - 24 April - 4 April

Week 7b: Sampling, Consumer Culture, Group and Interpersonal Influence
Week 8: Market research analysis, Consumers in situations
Week 9: Market research analysis
Week 10: Consumer decision making
Week 11,12: Class time to work on Major Assignment
Week 13: Major Assignment due (second assessment - feedback will be received in week 15)
Week 14: Revision
Week 15,16: Individual Assessment (third assessment due - feedback will be received in week 17)
Week 17 - resubmission





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


You are required to complete three tasks. You must successfully complete all three tasks to be deemed competent in this course.

TASK 1: Research Proposal/Plan (Due in Week 6)

In groups of 4 you are to assume the role of a market research organisation and choose a case study after consultation with your teacher. The case study will be based on the collection and analysis of data relating to the Consumer behaviour for a specific Market. The Market Research will be conducted in order to solve a problem or to address an identified opportunity. Each group will discuss and get approval of their proposed case study from their teacher in week 2.

a) Preparing a Research Proposal, which will encompass a thorough research design plan and executing the plan to create a set of data that meets the requirement of the case study.
b) Conducting the actual research and producing a Research Report & Presentation that contains an evaluation of the processes used, an analysis of the research data, with suitable recommendations and conclusions being made.

The first component of this project involves constructing a Research Proposal/Plan. To do this your team must take a perspective that sees it as representing a Research Company. The proposal must contain a comprehensive plan that describes how your company intends to achieve the requirements that were specified by your teacher. You should endeavour to supply appropriate detail under the following headings and required elements:

1 Introduction
2 Background
3 Research Purpose (Problem or opportunity)
4 Marketing Problem/Opportunity
5 Research Objectives
6 Research Design & Design Rationale
7 Sampling Consideration
8 Materials Required
9 Scope – timelines/costs

It is imperative that your Research Design contains: digital research (e.g. secondary research); a qualitative research technique (e.g. focus group); and, a quantitative research technique (e.g. survey).

Once you have identified your research objective you need to design a survey that will provide you with the data you can use to form a report where you will make analysis and recommendations. This is a group assignment but each student must upload a copy of the group report on Blackboard by the specified submission date and time.

TASK 2 – Final Report (Due in Week 13)

Students are to compile a report (2000 words) which includes: Introduction to report including Objective, research problem and how you undertook research
Data Analysis including commentary on key findings including the use of images, graphs and visuals
Use of Secondary Data to support Primary Data and support any recommendations you may make in response to the brief.
Recommendations and Conclusions

TASK 3 – One on one interview (Due in class weeks 15,16 )
The third assessment task will require students to present themselves in a face to face interview/test to articulate their 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

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. <check links are still current>
More Information:
Form to use:
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. <check links are still current>
More Information:;ID=g43abm17hc9w
Form to use:
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 website: <check link is still current>
More Information:;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


Other Information


Course Overview: Access Course Overview