Course Title: Profile the market
Part B: Course Detail
Teaching Period: Term1 2013
Course Code: MKTG5815C
Course Title: Profile the market
School: 650T TAFE Business
Campus: City Campus
Program: C4227 - Certificate IV in Advertising
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
Teacher : Tony Lorkin
Telephone: 9925 5486
Nominal Hours: 50
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 applies to individuals working in a marketing team who are responsible for segmenting a target market to review alignment with organisational marketing objectives. This involves identifying viable market segments and profiling target consumers, and then defining the target market in more detail and developing strategies to position products and services.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG401B Profile the market |
Element: |
Develop a positioning strategy |
Performance Criteria: |
4.1. Identify available positioning strategies and choose a strategy to meet marketing requirements and consumer profile |
Element: |
Identify the target market |
Performance Criteria: |
2.1. Evaluate approaches to determining and describing the total market for a product or service |
Element: |
Profile target audience |
Performance Criteria: |
3.1. Describe the total market and selected market segments in the form of a consumer profile |
Element: |
Segment the market |
Performance Criteria: |
1.1. Identify criteria for use in segmenting the market in accordance with the marketing plan |
Learning Outcomes
This unit describes the performance outcomes, skills and knowledge required to profile a target market or market segments in accordance with a marketing plan and to develop market positioning strategies.
Details of Learning Activities
This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual assessment activities. These assessable activities will be provided through a combination of face to face teacher/student deliveries, workshops and laboratory exercises. Additional assessable activities may also be provided to students to complete outside of the timetabled time. The concepts learned will be explored through the investigation of real world and simulated environments.
Teaching Schedule
Week 1 - Course introduction
Week 2 - What is CB and Why Should I Care
Week 3 - Value and the Consumer Behaviour Value Framework
Week 4 - Consumer Learning Starts Here: Perception
Week 5 - Comprehension, Memory, & Cognitive Learning ........Assessment task 1: Quiz (Test)
Week 6 - Motivation and Emotions--Driving Consumer Behaviour
Week 7 - Personality, Lifestyles and the Self-Concept
28 March - 3 April (inclusive) - Mid Semester Break
Week 7 - Personality, Lifestyles and the Self-Concept
Week 8 - Attitudes and Attitude Change
Week 9 - Culture and Consumers
Week 10 - Group Influence
Week 11 - Consumers in Situations ........Assessment task 2: Part A report based on Work Integrated Learning brief
Week 12 - Decision Making I: Need Recognition & Search. Alternative Evaluation & Choice.
Week 13 - Consumption to Satisfaction
Week 14 - Assessment task 3: Part B report and PPT presentation based on Work Integrated Learning Brief
Week 15 - Feedback and Resubmissions
Week 16 - Feedback on results
Learning Resources
Prescribed Texts
There is no mandatory text required for this unit. However, students are recommended to consider the purchase of the text nominated as a resource below. |
References
CB Babin B., Harris. E., Cengfage Learning |
Other Resources
As indicated in class and within weekly course materials
Overview of Assessment
Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.
Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. 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.
Assessment Tasks
This course is co-delivered and co-assessed with MKTG5814C Analyse Consumer Behaviour for Specific Markets
You are required to complete 2 tasks. You must successfully complete both tasks to be deemed competent in this unit.
TASK 1 - Individual Assessment
Due Date: Week 5
Quiz (Test) based on lecture material delivered in week 2 to week 5.
TASK 2 - Paired Assessment
Due Date: Week 11
Students will prepare a Part A Research report based on a Work Integrated Learning brief
TASK 3 - Paired Assessment
Due Date: Week 14
Students will prepare a Part B report on a new organizational direction based on a Work Integrated Learning brief
More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements:
All assessment tasks need to be submitted via Blackboard.
You should:
• Ensure that you submit assessments on or before the due date. If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms is available at http://rmit.edu.au/browse;ID=ls0ydfokry9rz website.
• 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 work for assessment is available from the Student forms website.
• 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.
Assessment Matrix
Full details on how this course is assessed against the Unit elements and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher.
Course Overview: Access Course Overview