Course Title: Analyse consumer behaviour for specific markets
Part B: Course Detail
Teaching Period: Term2 2014
Course Code: MKTG7755C
Course Title: Analyse consumer behaviour for specific markets
School: 350T Fashion & Textiles
Campus: Brunswick Campus
Program: C4219 - Certificate IV in Fashion and Textiles Merchandising
Course Contact : Yuping Li
Course Contact Phone: +61 3 9925 4145
Course Contact Email:yuping.li@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Vicki Cole vicki.cole@rmit.edu.au PH: 9925 9145
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
MKTG55770C Analyse textiles clothing and footwear merchandising and marketing principles
Course Description
This course covers analysis of consumer behaviour to enable marketing to be targeted to specific markets and specific needs.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG402A Analyse consumer behaviour for specific markets |
Element: |
1. Confirm product/service market |
Performance Criteria: |
1.1 Identify the market or market segment for a 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 products or services through analysis of trends and past performance of products and services both within Australia and within relevant international settings. |
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. |
Learning Outcomes
On successful completion of this course you will have developed and applied the skills and knowledge required to demonstrate competency in the above elements.
Details of Learning Activities
 Observe and survey the target market
 Research, collect and analyse data on a fashion company
 Group discussion on company’s marketing mix and positioning strategies
 Work in a group to brainstorm recommendations for marketing plan
 Use technology to prepare assignments (Communication and technology)
 Use On-line activities (Technology)
 Use technology to present findings of research (Communication and technology)
 Design appropriate format for assignments (Initiative and enterprise)
Teaching Schedule
1
7/7/14 PART 1: MARKET RESEARCH - CONSUMER SURVEY
Industry Studies structure/format
2 14/7/14 Questionnaire Design
3 21/7/14 Questionnaire Design
4 28/7/14 Field work for Consumer Survey
5 4/9/14 Field work
6 11/8/14 Data Analysis
7 18/8/14 Report submission & Oral presentation of Survey results
8 25/8/14 PART 2: MARKETING PLAN Report format/structure.
Current market situation.
SEMESTER BREAK
1/9/14 – 12/9/14
9 15/9/14 Preparation of the Marketing Plan SWOT and Issues Analysis (Product SWOT)
10 22/9/14 Preparation of the Marketing Plan
Objectives/ Financial & Marketing Strategies
11 29/9/14 Preparation of the Marketing Plan
Market Segmentation, Targeting & Positioning
12 6/10/14 Preparation of the Marketing Plan
Marketing Mix: Product, Price, Promotion, Place
13 13/10/14 Preparation of the Marketing Plan
Budgets and Costs
14 20/10/14 Preparation of the Marketing Plan
Implementation/ Calendar format;
Evaluation
15 27/10/13 Final Q&A for Marketing Plan
16 3/11/14 MARKETING PLAN DUE 7/11/14
Learning Resources
Prescribed Texts
Peter Rix: Marketing, a practical approach (7e), McGraw Hill,2011 (ISBN: 10: 0-07-4717) |
References
Other Resources
Rag Trader Magazine Business Review Weekly, IBIS Industry databases
Overview of Assessment
Conduct consumer surveys, write a market research report and marketing plan
Assessment Tasks
Assessment Method Marks Awarded
1. Questionnaire design Design a questionnaire based on a TCF company’s information requirements 10 marks
2. Data analysis report Collate survey data and write a report 20 marks
3. Marketing plan Write a marketing plan for a specific product category 60 marks
4. Oral presentation Power point presentation to industry personnel 10 marks
Assessment Matrix
Elements Questionnaire design Data Analysis report Marketing plan Oral presentation
1. Confirm product/service market
  
2.Assess the reasons for existing levels of consumer interest
  
3.Recommend a focus of appeal for marketing strategies for a product/service
 
Course Overview: Access Course Overview