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.
1.2 Identify aspects of culture that may have an impact on international marketing of products or services within target market.
1.3 Identify consumer attributes for the market or market segment from the market profile.
1.4 Identify features of the products or services 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.
2.2 Review past marketing, including plans, strategies and campaigns or positioning of products or services in relation to the effectiveness of its focus of appeal both within Australia and within relevant international settings.
2.3 Assess individual, social and cultural influences on consumer behaviour and estimate their impact for products or services.
2.4 Assess lifestyle influences on consumer behaviour and estimate their impact for products or services.
2.5 Assess organisational behaviour in relation to products or services in accordance with the marketing plan.
 

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.
3.2 Present a rationale for the focus of appeal and outline how influences on consumer behaviour and cultural considerations will be used to target effective marketing strategies.
3.3 Ensure the focus of appeal meets the legal and ethical obligations and the budgetary requirements of the marketing plan, and check for cultural appropriateness.
 

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