Course Title: Analyse consumer behaviour for specific markets
Part A: Course Overview
Program: C5281 Diploma of Business (Public Relations)
Course Title: Analyse consumer behaviour for specific markets
Portfolio: Vocational Education
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.Terms
Course Code |
Campus |
Career |
School |
Learning Mode |
Teaching Period(s) |
MKTG5814C |
City Campus |
TAFE |
650T Vocational Business Education |
Face-to-Face or Internet or Workplace |
Term1 2015 |
MKTG5814C |
City Campus |
TAFE |
650T Vocational Business Education |
Face-to-Face or Workplace |
Term2 2012, Term1 2013, Term2 2013, Term1 2014, Term2 2014 |
Course Contact: Sally Parrott
Course Contact Phone: +61 3 9925 5173
Course Contact Email: sally.parrott@rmit.edu.au
Course Description
This unit applies to individuals working in a marketing team who need to analyse consumer behaviour to examine the factors that impact on 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.
Pre-requisite Courses and Assumed Knowledge and Capabilities
None
National Competency Codes and Titles
National Element Code & Title: |
BSBMKG402B Analyse consumer behaviour for specific markets |
Elements: |
1. Confirm product/service market 2. Assess the reasons for existing levels of consumer interest 3. Recommend a focus of appeal for marketing strategies for a product/service |
Learning Outcomes
This unit describes the performance outcomes, skills and knowledge required to analyse consumer behaviour to target marketing to specific markets and specific needs.
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.