Course Title: Analyse consumer behaviour

Part B: Course Detail

Teaching Period: Term2 2018

Course Code: MKTG7976C

Course Title: Analyse consumer behaviour

School: 650T Vocational Business Education

Campus: City Campus

Program: C4384 - Certificate IV in Marketing and Communication

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email: julia.makin@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Claire Gourlay

claire.gourlay@rmit.edu.au

 

 

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 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. They conduct a thorough analysis of consumer attitudes and behaviour, and make recommendations on marketing strategies to increase consumption of the product or service being marketed.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG419 Analyse consumer behaviour

Element:

1. Confirm product or service market

Performance Criteria:

1.1 Gather information on market or market segment for a product or service in accordance with a marketing plan

1.2 Identify consumer attributes for market or market segment from market profile or existing customer data

1.3 Identify and test features of product or service in accordance with a 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 Review relevant data to determine consumer digital footprints, engagement journeys and expectations

2.6 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 Clarify the role of the consumer in the digital marketing environment and model engagement conversations and interventions

3.4 Ensure focus of appeal meets legal and ethical obligations and budgetary requirements of marketing plan

 

Learning Outcomes


This unit describes the performance outcomes, skills and knowledge required  to analyse consumer behaviour to examine factors that impact decisions to purchase products or services.


Details of Learning Activities

A range of in class activities, case studies and independent research are included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.


Teaching Schedule

This is a co delivered and co assessed course Analyse Consumer Behaviour MKTG7976C and Profile the Market MKTG7937C.

 

Course Schedule: Analyse Consumer Behaviour and Profile the Market, Semester 2: 2018

Week commencing

Topic

Assessment

Week 1

Introduction to the course

 

 

Week 2

What is consumer behaviour? Needs and motivations. Why does it matter?

  

Week 3

Industry understanding and knowledge  Library presentation Database introduction

 

Week 4

Industry understanding and knowledge.  Marketing ethics, misbehaviour and value. AMI COC

  

Week 5

Consumer behaviour in store Psychological issues in consumer behaviour. ' drive and  motivation.

 

Week 6

Psychological issues in consumer behaviour. ' ' Self-concept and personality attitude and change

  

Week 7

In class assessment.

Assessment 1: Individual assessment  Due: in class

Week 8

Sociological issues in consumer behaviour and decision making – reference groups, age and gender

  

Break

Mid-Semester Break 

  

Week 9

Field work - groups are to visit their chosen retailer

 

Week 10

Sociological issues in consumer behaviour culture and class

 

Week 11

Introduction to the 4P's and Target Audience - Consumer behaviour on digital platforms

 Assessment 2: Group Project

Due: 11:59PM Sunday l 2018 (online submission) 

Week 12

Positioning strategy (Profile the market). Developing a consumer profile

 Brief assessment 3

Week 13

Assessment 3 workshop

  

Week 14

Assessment 3 - (Positioning and profiling presentation)

Assessment 3: Presentation

Due: In class (refer to delivery schedule for your time) 

Week 15

Assessment 3 - (Positioning and profiling presentation)

Assessment 3: Presentation

Due: In class (refer to delivery schedule for your time) 

Week 16

Resubmissions

 

 


Learning Resources

Prescribed Texts


References


Other Resources

A range of resources will be provided to you throughout the semester.


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.

In order to achieve competency in this unit, you must provide:

Performance Evidence

Evidence of the ability to:

  • analyse consumer behaviours
  • model consumer behaviour on alternative digital platforms
  • 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, the individual must:

  • outline relevant industry and product or service knowledge
  • explain relevant marketing communication concepts and processes
  • compare current digital channels relevant to the business and consumer against costs and benefits
  • 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

This is a co delivered and co assessed course Analyse Consumer Behaviour MKTG7976C and Profile the Market MKTG7937C.

Assessment 1 (Due date in class Week 7, you will have 2 hours to complete this assessment)

You will be required to answer questions regarding an industry nominated on the day of the test. Students will choose 1 of 3 possible industries.   The questions asked will be about describing the industry performance, major players, legal and ethical issues using a variety of sources of information   This is an in class assessments, if do not pass or for whatever reason do not sit this test on the day will be required to sit it in week 16. Resubmits will not be graded.     Assessment 2 (Due midnight 23rd September Week 11)   This is a group assessment and you must submit it on or before (Groups of 2-3) No variance without approval from your teacher.   Groups are to produce a 1700- 2000 word report on their chosen retail business. Include charts and pictures as appropriate.   Ensure all facts are clearly referenced.   Groups are to choose a retail business (ie shop). It is recommended that you choose a small to medium retail chain that operates in only a few categories eg cafe , fashion, accessories, food, hair etc   See full assessment sheet on CANVAS.     Assessment 3(Due in class Week 14/15 You must attend both)   You are required to present an analysis of their chosen retailers marketing strategy and discuss its effectiveness with the target market.   This presentation is to be in groups and include information outlined below. You are to participate equally in this presentation   The presentation is to go for 7-10 minutes plus questions. You will be penalised by not meeting the time guidelines.   The presentation must cover  

1 Present a positioning map (place at least 5 competitors on the map) Explain your positioning

2 Present a pictorial profile persona. You will need to consider your target market segment (Geographic, Demographic, psychographic, Sociocultural, Usage/user related, Benefits), however present and explain only the persona. See examples in class.       

  You will also be assessed on preparation and presentation skills.   A portion of your marks will be based on their participation in the other groups’ presentations ie listening and questioning skills.        


Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS.   Submission Requirements   You should:

  • Ensure that you submit assessments on or before the due date.  
  • 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 the Assessment task document that includes a declaration and statement of authorship.
  • 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. 

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:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work   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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration   Resubmissions:   If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.     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.   Grading & re-submissions   Successful re-submissions will contribute a CAG only (Competency Achieved Grading) result to your overall grade for the course.   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:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment   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 CA Competency Achieved – Not Graded NYC Not Yet Competent DNS Did Not Submit for assessment   Further information regarding the application of the grading criteria will be provided by your teacher.

Course Overview: Access Course Overview