Course Title: Profile the market
Part B: Course Detail
Teaching Period: Term1 2016
Course Code: MKTG7937C
Course Title: Profile the market
School: 650T Vocational Business Education
Campus: City Campus
Program: C4361 - 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
Felicity Burns
Ph: + 61 3 9925 5486
Email: felicity.burns@rmit.edu.au
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 describes the skills and knowledge required to profile a target market or market segments in accordance with a marketing plan and to develop market positioning strategies.
It applies to individuals working in a variety of marketing communications occupational roles who have responsibility for a range of tasks involving analysis and planning.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG401 Profile the market |
Element: |
1. Segment market |
Performance Criteria: |
1.1 Identify criteria for use in segmenting market in accordance with marketing plan |
Element: |
2. Identify target market |
Performance Criteria: |
2.1 Evaluate approaches to determining and describing total market for a product or service |
Element: |
3. Profile target audience |
Performance Criteria: |
3.1 Describe total market and selected market segments using a consumer profile |
Element: |
4. Develop positioning strategy |
Performance Criteria: |
4.1 Identify available positioning strategies and choose a strategy to meet marketing requirements and consumer profile |
Learning Outcomes
This course is structured to provide students with the optimum learning experience in order to demonstrate the 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
A range of learning activities are planned for this course including self-paced and collaborative classroom based activities. The self-paced activities will be delivered through various technology platforms and include your contribution to tutorial activities and interactive sessions. The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment. We expect you to participate and contribute in all scheduled learning activities.
Teaching Schedule
This course is delivered and assessed in conjunction with BSBMKG402 Analyse consumer behaviour for specific markets
Week | Week Commencing | Topics | Competencies | Assessment |
1 | 8/2/16 |
(1) Course Induction Pre-Training Review Student Checklist: Library Services: Guest Speaker Overview - All assessment tasks |
BSBMKG402 (MKTG7900C) BSBMKG401 (MKTG7937C) |
|
2 | 15/2/16 |
Understanding Consumer Behaviour Overview - Assessment 1 |
BSBMKG402 (MKTG7900C) BSBMKG401 (MKTG7937C) |
|
3 | 22/2/16 |
Consumer Behaviour Model Business Behaviour Model |
BSBMKG402 (MKTG7900C) BSBMKG401 (MKTG7937C) |
|
4 | 29/2/16 |
Identifying the Customer/ Market Segmentation Overview - Assessment 2 |
BSBMKG402 (MKTG7900C) BSBMKG401 (MKTG7937C) |
|
5 | 7/3/16 | Profile the Customer | BSBMKG402 (MKTG7900C) BSBMKG401 (MKTG7937C) |
Assessment 1 Due |
6 | 14/3/16 | Consumer Trends and Application to Brands |
BSBMKG402 (MKTG7900C) BSBMKG401 (MKTG7937C) |
|
7 | 21/3/16 | Positioning /Strategy/Written Analysis |
BSBMKG402 (MKTG7900C) BSBMKG401 (MKTG7937C) |
|
25th March-1st April |
Mid-Semester Break (Easter) | |||
8 | 4/4/16 | Interactive Workshop – Exploring technologies & Presentation Formats | BSBMKG402 (MKTG7900C) BSBMKG401 (MKTG7937C) |
Assessment 2 - Part 1 Due |
9 | 11/4/16 | Verbal Presentations - In Class Presentations - Assessment 2 | BSBMKG402 (MKTG7900C) BSBMKG401 (MKTG7937C) |
Assessment 2 - Part 2 Due |
10 | 18/4/16 |
Verbal Presentations - In Class Presentations - Assessment 2 Overview - Assessment 3 (Research Small Local Business) |
BSBMKG402 (MKTG7900C) BSBMKG401 (MKTG7937C) |
Assessment 2 - Part 2 Due |
11 | 25/4/16 | Area of Differentiation, SWOT Analysis & USP Exploring Brands with Strong Differentiation |
BSBMKG402 (MKTG7900C) BSBMKG401 (MKTG7937C) |
Assessment 2 - Part 3 Due |
12 | 2/5/16 | Developing Perceptual Maps & Exploring Brands Workshop: Examining Advertisements and Positioning Statements |
BSBMKG402 (MKTG7900C) BSBMKG401 (MKTG7937C) |
|
13 | 9/5/16 | Understanding Consumer Behaviour and Developing Advertising Strategies for Clients |
BSBMKG402 (MKTG7900C) BSBMKG401 (MKTG7937C) |
|
14 | 16/5/16 | Assessment 3 | BSBMKG402 (MKTG7900C) BSBMKG401 (MKTG7937C) |
Assessment 3 Due |
15 | 23/5/16 | Formative Feedback and Reflection on Assessment 3 | BSBMKG402 (MKTG7900C) BSBMKG401 (MKTG7937C) |
|
16 | 30/5/16 | Resubmissions and Course Feedback | BSBMKG402 (MKTG7900C) BSBMKG401 (MKTG7937C) |
Learning Resources
Prescribed Texts
References
Other Resources
Please see Blackboard for any additional learning resources for this course. Students are expected to download material presented in class from Blackboard and any templates provided for assessment. Additional resources are available from the RMIT Library and from the internet.
Overview of Assessment
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 demonstrate evidence of the ability to:
- develop a market positioning strategy that documents market segmentation, consumer profiling, targeting and strategies relevant to a product or service being offered to the marketplace.
Knowledge Evidence
To complete the unit requirements safely and effectively, you must:
- identify relevant information relating to the Australian Marketing Institute Code of Professional Conduct
- outline requirements of legislation affecting marketing roles
- explain data collection and analysis techniques
- outline relevant industry knowledge including:
- components of marketing mix
- elements of marketing planning - explain marketing communications concepts and processes
- identify organisational structures, roles, responsibilities, business and marketing plans
- demonstrate knowledge of relevant product and service standards and best practice models
- outline relevant statistical terms used by the Australian Bureau of Statistics.
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
This course is delivered and assessed in conjunction with MKTG7839C Analyse consumer behaviour
All tasks must successfully be completed to be deemed competent in this unit. Assessment in this course will be a combination of individual tasks and group work. Assessment tasks will be assessed using various methods including online tools, written reports and verbal presentations.
Assessment Task 1 –Buyer Decision-Making Process Models (1000 words) – Due Week 5 (Small Group 2-3)
In this task, you will be required to collaborate with your group and develop your knowledge and understanding of the stages of the Buyer Decision-Making Process. You will be required to select a product or service, and detail the steps that a consumer and business takes in the purchasing process. Working in your group, you will be required to submit two models:
Business to Consumer (5 steps) – using a product purchased from a supermarket or department store
Business to Business Model (7 steps) – using a service purchased in the advertising industry. E.g. An advertising agency sourcing an external supplier such as photographer for a print campaign
You will be required to support the decision-making processes through documented research and evidence of your findings.
Assessment Task 2 – Target Audience Profile, Verbal Presentation and Written Analysis (1500 words) – Due Weeks’ 8, 9 &10 - (Small Group 2-3)
This assessment involves 3 parts. In your group, you to research, create and present a Target Audience Profile (Avatar) based on the typical buyers of the brand/ product from Task 1. In Part C, you are required to analyse the creative work used by the selected brand/company and report your findings on whether the materials are effective or ineffective in attracting the intended target audience. The 3 parts:
Part A - Target Audience Profile
Part B – Verbal Presentation
Part C – Written Analysis with Supporting Creative Evidence
You will need to complete all three parts to demonstrate competency in this assessment task. All work is to be submitted electronically via Blackboard Assessment.
Assessment Task 3 – Brand Positioning Statement & Perceptual Map - Due Week 14 - 500 Words (Individual)
In this task, you are required to research and select a small local business. In addition, you are to provide a positioning strategy and perceptual map that identifies: the direct competition of the business, point of differentiation and Unique Selling Proposition (USP). A guidance template will be provided for this assessment task.
All work is to be submitted electronically via Blackboard Assessment.
More detailed assessment sheets for each assessment task will be disseminated throughout the semester.
Format:
Work to be saved in a Word doc or .pdf and uploaded to the assessment tab in your course Blackboard shell by required date. Work that is sent by email will not be marked.
Work that is submitted after the deadline and without one of the forms below will not be accepted or marked.
Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to circumstances beyond your control, you must apply for an application of extension time BEFORE the due date.
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.
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 for extension time and special consideration can be found at: http://rmit.edu.au/browse;ID=ls0ydfokry9rz.
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. Cover sheets for submission of work is available from your course shell in Blackboard.
Resubmission:
It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by week 16.
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