Course Title: Analyse consumer behaviour

Part B: Course Detail

Teaching Period: Term1 2019

Course Code: MKTG7976C

Course Title: Analyse consumer behaviour

Important Information:

None

School: 650T Vocational Business Education

Campus: City Campus

Program: C5358 - Diploma of Business

Course Contact: Allan Maree

Course Contact Phone: (03) 9925 1601

Course Contact Email: allan.maree@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


See Canvas


Details of Learning Activities

A range of learning activities are provided in this course. These include collaborative classroom based activities and online self-paced activities.  Classroom: The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.  We expect you to participate and contribute in all scheduled learning activities.  Pre-Class: This is online, by logging on to your Canvas course, and includes required pre-class reading and activities. Other self-paced activities will be delivered through various technology platforms. These may include your contribution to discussion threads, reflective journals, quizzes and interactive sessions. Sessions: There are two  face-to-face classroom sessions for this unit each week which includes tutorials and workshops.  There are additional activities to support learning and research.


Teaching Schedule

The course BSBMKG419 Analyse consumer behavior is clustered (co-delivered and co-assessed) with course BSBMKG502 Establish and adjust the marketing mix.  The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete the course.  This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

The Teaching Schedule for this course is as follows: 

Week

Week beginning

Topics

Assessment

1

8 April

 Introduction to the course

 Define Marketing for the New Realities 

 Marketing definitions. The new realities. Marketing intelligence.   Connect with consumers and business markets.

 Assessment Workshop 

2

15 April

 Market Segments and Targets

 Consumer markets. Business and international markets. Market   segments. Marketing strategy. Market targets. Differentiation and   positioning.

 

 Assessment Workshop 

 

3

29 April

 Product and Service Strategies

 Product strategies. Product and brand. New products. Service   strategies.

 

 

 Assessment Workshop

 

4

6 May

 Pricing Strategies

 Price setting. New product pricing. Product-mix pricing. Pricing   changes.

 

 Assessment Task A

 

5

13 May

 Distribution Strategies

 The nature of logistics. The nature of marketing channels. Channel   organisation. Marketing channel networks.

 

 Assessment Workshop

6

20 May

 Promotional Strategies

 The promotion mix. Advertising. Public relations. Prepare the   marketing plan. Personal selling. Sales promotion. Public policy.   Presenting the marketing plan.

 

 Assessment Workshop

 

7

27 May

 

 Summary of the course

 Facilitate Assessment

 

 

 Assessment Workshop

8

3 June

 Facilitate Assessment

 Assessment due.

Assessment Tasks B and C

Due: 7 June 2019 (at 5:00 pm)


Learning Resources

Prescribed Texts


References


Other Resources

An electronic copy of a Student Workbook is available for you to download from the Learning Management System.  You will need a laptop or another appropriate mobile device to participate in this course.


Overview of Assessment

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.

Note: If a specific volume or frequency is not stated, then evidence must be provided at least once.

 

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 organizational structures, procedures and marketing objectives

 

Assessment Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing communications field of work and include access to:

  • relevant legislation and regulations
  • communications equipment and technology
  • relevant workplace documentation and resources
  • case studies or, where possible, real situations
  • industry software packages and apps (where applicable).

Assessors of this unit must satisfy the requirements for assessors in applicable vocational education and training legislation, frameworks and/or standards.

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

You are required to successfully complete all assessment tasks to be deemed competent in this course.  NOTE:  Details about specific tasks and assessment criteria will be included in the Learning Management System.

Communicating With Customers Cluster:  Student Assessment Task - Quiz/Project/Report

This assessment has three parts: 

Part A: Knowledge quiz – This quiz will allow you to test your knowledge about key issues and tools involved with marketing and consumer analysis.   Part B: Develop a marketing plan – Completing this assessment will allow you to demonstrate your ability to plan and implement a marketing plan, including the marketing mix,  market analysis, target markets and segmentation, promotion, products, and service.   Part C: A report to senior management – Completing the report will allow you to demonstrate your knowledge and ability to analyse and make decisions, business behaviour, monitoring metrics, and how to present to management.    The above task(s) require you to demonstrate the Foundation Skills described in the two units for this Cluster.  The Foundation Skills describe language, literacy, numeracy and employment skills incorporated in the performance criteria that are required for competent performance. For further information, please refer to the assessment page in Canvas for this course.


Assessment Matrix

Assessment Matrix

The assessment matrix that maps all the assessment is available in the Learning Management System. 

Other Information

Submission Requirements

You should:

     • Ensure that you submit assessments on or before the due date via Canvas. 
     • 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 a footer with your name, student number, the title of the assessment, unit code and title and page numbers.

Late Submission Procedures

You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.

Extension of Time.  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
Form to use is found in the section "How to apply."

Special Consideration. Where more 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

Resubmission (VE Programs)

If you are found to be Not Yet Competent in a course assessment task (or you do not submit the assessment tasks/attend the assessment) 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 in Canvas. 

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 and 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. 

More information: 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.

Grading Guide:

After achieving competency in all assessment tasks your performance in the unit will be graded.  This gives you the opportunity to have the level of your performance formally recognised against industry standards and employability skills.

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

Further information regarding the application of the grading criteria is in Student Assessment Task 

Course Overview: Access Course Overview