Course Title: Analyse consumer behaviour
Part B: Course Detail
Teaching Period: Term1 2020
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: Felicity Burns
Course Contact Phone: +61 3 9925 5486
Course Contact Email: felicity.burns@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
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,
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, (using databases and ABS),
Week 4
Industry understanding cont'd, Elements of marketing plan and legislation and ethics
Week 5
Market segmentation - Introduction Week 6
In class assessment.
Assessment 1: Individual assessment Due: in class
Week 7
Market Segmentation and Target market. Decision making
Brief Assessment 2
Week 8
Positioning strategy. Developing a consumer profile.
Week 9 Market segmentation :Psychological issues in consumer behaviour. ' ' Self-concept and personality attitude and change Assessment 2: Due: 11:59PM Sunday (online submission)
Mid semester Break Week 10 Market segmentation :Psychological issues in consumer behaviour. ' ' Self-concept and personality attitude and change Week 11
Current marketing and consumer interest - In store shopper behaviour and influence of organisational marketing plans
Brief Assessment 3
Week 12
Pit stop presentations
Continue - Sociological issues in consumer behaviour and decision making – reference groups, age and gender and lifestyle continued
Pitstop: Feedback presentations and discussion on observations.
Week 13
Consumer response to current marketing communications - Consumer behaviour on digital platforms
Week 14
Consumer decision making and engagement journey, best practice and recommendations Week 15
Review consumer behaviour on digital platforms and Assessment 3 workshop
Assessment 3:
Due: 11:59PM Sunday (online submission)
Week 16
Assessment feedback and re submissions advice
Week 17
Re submissions week
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 Industry and Product knowledge quiz
Due date in class Week 6, 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. Assessment 2 Positioning strategy report Due midnight Sunday Week 9 This is an individual assessment and you must submit it on or before due date. In this assessment you will be developing a market positioning strategy for a product that is currently in the marketplace. To do this you will need to research your chosen organisation, their consumers and the industry. This will be based on a nominated category.This a professional Report and should include relevant formatting including:
- Title Page, Table of contents, appropriate referencing throughout text
Choose a retailer from the nominated list
This a professional Report and should include relevant formatting including:
- Title Page, Table of contents, appropriate referencing throughout text
Pitstop presentation in Week 12 based on observations in week 11. This forms part of the assessment for this task.
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.
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:
Marking Guide (Competency):
Feedback on your assignment and your results will be released via the rubric on Canvas. Assessment tasks will receive the following outcomes:
Satisfactory
Not Satisfactory
DNS (Did not Submit)
There are 3 assessments for this course, students must be deemed satisfactory i n all 3 assessments to be competent in this course.
Course grades will be given as:
CA (Competency Achieved)
NYC (Not Yet Competent)
DNS (Did not submit)
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.
Further information regarding the application of the grading criteria will be provided by your teacher.
Course Overview: Access Course Overview