Course Title: Analyse consumer behaviour for specific markets
Part B: Course Detail
Teaching Period: Term1 2016
Course Code: MKTG7900C
Course Title: Analyse consumer behaviour for specific markets
School: 650T Vocational Business Education
Campus: City Campus
Program: C4360 - Certificate IV in Marketing
Course Contact : Tim Wallis
Course Contact Phone: +61 3 9925 5423
Course Contact Email:timothy.wallis@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Joe Rosagrata
joe.rosagrata@rmit.edu.au
Ph: 99255476
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
None
Course Description
This unit describes the skills and knowledge required to analyse consumer behaviour for specific markets and specific needs.
It applies to individuals who need to analyse consumer behaviour to examine factors that impact decisions to purchase products or services. Having thoroughly analysed consumer attitudes and behaviour, recommendations can be made on marketing strategies to increase consumption of the product or service being marketed.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG402 Analyse consumer behaviour for specific markets |
Element: |
1. Confirm product or service market |
Performance Criteria: |
1.1Gather information on market or market segment for a product or service in accordance with marketing plan |
Element: |
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 |
Element: |
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 |
Learning Outcomes
This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to analyse consumer behaviour for specific markets and specific needs. Specifically, it allows you to analyse consumer behaviour to examine factors that impact decisions to purchase products or services. Having thoroughly analysed consumer attitudes and behaviour, recommendations can be made on marketing strategies to increase consumption of the product or service being marketed.
Details of Learning Activities
A range of in class activities, case studies and face to face delivery will provide a range of learning and teaching experiences for students. MKTG7899C Profile the market is co-delivered and co-assessed with MKTG7900C Analyse consumer behaviour for specific markets.
<See below for weekly schedule and topics) >
Week 1 will consist of an induction to the course which will include completion of a pre training review and familiarisation with:
• Your teacher(s) and other students.
• Services and facilities
• Student responsibilities
• Where to get support
• Course requirements, key learning outcomes, assessment, feedback and grading.
• Submission requirements and the resubmission policy
• Plagiarism
• Appeals
• Extensions and Special Consideration
• Privacy
Teaching Schedule
| Week No | Date | Topic |
| 1 | Feb 8 |
(1) Course Induction (2) Overview of the specific technology required for this course: |
| 2 | Feb 15 | Value and the consumer behaviour value framework |
| 3 | Feb 22 | Consumer learning starts here: Perception |
| 4 | Feb 29 | Comprehension, memory & cognitive learning |
| 5 | Mar 7 | Motivation and emotions: Driving consumer behaviour |
| 6 | Mar 14 | Personality, lifestyles and the self-concept |
| 7 | Mar 21 | Attitudes and attitude change |
| Mar 25 ~ Apr 1 |
Mid Semester Break | |
| 8 | Apr 4 | Culture and consumers |
| 9 | Apr 11 | Group influence |
| 10 | Apr 18 | Consumers in situations |
| 11 | Apr 25 (anzac day | Decision-making 1: Need recognition & search Decision-making 2: Alternative evaluation & choice |
| 12 | May 2 | Segmentation, targeting and positioning strategy (Profile the market) |
| 13 | May 9 | Marketing ethics, misbehaviour and value |
| 14 | May 16 | 1. Student consultation session 2. Major assignment due NB: Due last class of week 14 3. Students to prepare for assessed oral presentation Assessment 3 Oral Presentations |
| 15 | May 23 | Assessment 3 Oral Presentations |
| 16 | May 30 | Student feedback |
Learning Resources
Prescribed Texts
References
Other Resources
Relevant learning resources will be placed on the online learning hub (Blackboard) progressively throughout the semester. You will need to access this site on a weekly basis to ensure that you keep up to date with important information related to this course.
Overview of Assessment
This course is co-delivered and co-assessed with MKTG7899C Profile the Market
Assessment Methods
Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:
- direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
- review of final printed documents
- demonstration of techniques
- observation of presentations
- oral or written questioning to assess knowledge of software applications
You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.
Performance Evidence
You must provide evidence of the ability to:
- analyse consumer behaviours
- document and present findings and recommendations about marketing strategies that should be developed to influence consumers.
Knowledge Evidence
To complete the unit requirements safely and effectively, you must:
- outline relevant industry and product or service knowledge
- explain relevant marketing communication concepts and processes
- identify organisational structures, procedures and marketing objectives.
Feedback
Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.
You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.
Assessment Tasks
The courses <MKTG7900C and MKTG7899C > are co-delivered an co-assessed
This course has <THREE> assessment tasks. You are required to successfully complete all assessment tasks to be deemed competent in this unit.
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
Assessment Task 1 – Assignment 1 - Self Review Activities/Exercises
Date handed out: Week #1
Date and time due: Week #6 (uploaded to turnitin)
Group or Individual: This assignment is to be completed individually / This assessment task will require students to complete set tutorial activities/exercises to reflect on their learning on learned concepts/principles taught.
Purpose: Purpose of this assessment is for students to demonstrate their knowledge of key Consumer Behaviour and Profile the Market concepts, legislation and relationship on marketing factors. Competency asks for students to give a working knowledge of these concepts before they have to apply them to practical exercises that may be required in a working environment.
Requirements: A brief and relative explanation pertaining to the each individual question will be required and expected to be answered based on the question. Eg, select best choice or giving a clear indication of theory applicable or student’s point of view, as applicable. Word count between 800-1200
Assessment Task 2 – Assessment 2 Major Assignment (case Study- TBA) Upload to Turnitin
Date handed out: Week #3
Date and time due: Week #12
Group or Individual: Assessment 2 can be undertaken in groups of up-to 4 people only
Purpose: This assessment aims to identify student’s ability to discuss CB concepts, legislation and relationship on marketing factors. Students’ must also implement their skills and knowledge towards the written application of the learning throughout the semester.
Requirements: The second assessment tasks 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
Assessment Task 3 – Portfolio of Works - Interview Style
Date handed out: Week #1
Date and time due: Week #14/15
Group or Individual: This assessment will be on an individual basis only.
Purpose:
This assessment covers a range of questions from the semesters learning and will test student’s ability to discuss key concepts by means of a one-to-one portfolio of work and personal learning journey in the form of a one-to-one (interview). The aim is for student to showcase how they may present their knowledge and skills in a work environment pertaining to specific criteria from the learning as they understand it from their own perspective and how it may apply in the work environment based on key skillset.
Requirements: Students are to articulate their overall understanding of the course taught during the semester based on their personal understanding of key theories and concepts from the semester.
This should be articulated in the form of a portfolio that shows clear knowledge and understanding of learning from the student’s perspective and will contribute to final marks.
Students are expected to write a week-by-week journal entry and review of their learning and understanding to be discussed during the portfolio interview.
Word-count should not exceed 3000 words – This assessment will contribute to final semester marks, which can only occur after competency has been achieved in both of the previous assessments (Assess 1 and 2) You must pass all three to be deemed compe
Submission requirements:
You are required to meet the following criteria for all assessments. Failure to do so may result in you being deemed not-yet-competent.
Submit all assessment tasks online through blackboard, and include the RMIT e-submission declaration.
Ensure that you submit assessments on or before the due date.
Retain a copy of your assessment tasks.
Each page of your assessment you should include footer with your name(s), student number(s), 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.
Resubmissions:
If you are found to be Not Yet Competent 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.
Final Date for All Assessments.
Unless the Late Submission Procedures (see below) are applied, no assessment tasks or resubmissions will be accepted after 5pm Friday, Week 16.
Assessment Matrix
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
Other Information
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.
More Information: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf
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.
More Information: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf
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:
More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31
Course Overview: Access Course Overview