Course Title: Analyse consumer behaviour for specific markets

Part B: Course Detail

Teaching Period: Term2 2018

Course Code: MKTG5814C

Course Title: Analyse consumer behaviour for specific markets

School: 650T Vocational Business Education

Campus: City Campus

Program: C5371 - Diploma of Business (Public Relations)

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

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


Course Description

This unit describes the performance outcomes, skills and knowledge required to analyse consumer behaviour to target marketing to specific markets and specific needs.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG402B Analyse consumer behaviour for specific markets


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 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 marketing plan


2. Assess the 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 Assess organisational capability to respond quickly to consumer demand for products or services in accordance with marketing plan


3. Recommend a focus of appeal for marketing strategies for a 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 Ensure focus of appeal meets legal and ethical obligations and budgetary requirements of marketing plan

Learning Outcomes

Learners will understand how 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.

This unit analyses consumer behaviour in greater detail than BSBMKG401B Profile the market, which covers more generic profiling, targeting, and positioning strategy development and planning.

This unit is relevant to individuals working within a variety of marketing communications occupational roles including advertising, public relations, direct marketing, promotional marketing or personal selling roles.

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





Week 1

2 July 2018

Introduction to Consumer Behaviour

Reading: Lecture Notes Week 1



Week 2

9 July 2018

Market Segmentation

Reading: Lecture Notes Week 2


Week 3

16 July 2018

Needs and Motivations

Reading: Lecture Notes Week 3


Week 4

23 July 2018

  1. IBISWorld
  2. Individual Self-Concept and Personality

Reading: Lecture Notes Week 4


Week 5

30 July 2018

The Message, Reference Groups and Personal Involvement

Reading: Lecture Notes Week 5


Week 6

6 August 2018

Assessment 1

(In-class test)


Assessment 1: In-class test

Due: In-class 

Week 7

13 August 2018

Decision Making Process in more detail

Reading: Lecture Notes Week 7


Week 8

20 August 2018

  1. Library Presentation
  2. Assessment 2 workshop
  • (Group project)




26 August - 2 September 2018

Mid-Semester Break 


Week 9 

3 September 2018

  1. Library Presentation
  2. Assessment 2 workshop
  • (Group project)

Week 10

10 September 2018

Assessment 2 workshop

(Group project)


Assessment 2: Group Project

Due: 11:59PM Sunday 16 September 2018 (online submission)

Week 11

17 September  2018

Focus of Appeal

Reading: Lecture Notes Week 11


Week 12

24 September 2018

Assessment 3 workshop

(Group presentation)




Week 13

1 October 2018

Assessment 3 workshop

(Group presentation)


Week 14

8 October 2018

Assessment 3 -

(Group presentation)


Assessment 3: Group  presentation

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

Week 15

15 October 2018

Assessment 3 -

(Group presentation)


Assessment 3: Group  presentation

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

Week 16

22 October  2018


Week 17

29 October 2018

Grade Entry




Learning Resources

Prescribed Texts


Other Resources

All resources are located on CANVAS.

Overview of Assessment

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


Evidence of the ability to:  

  • document and present an analysis of consumer behaviour including recommendations on what marketing strategies should be developed to influence consumers to be more inclined to purchase a product or service

Evidence of knowledge of:

  • key provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects of business operations such as:
  • anti-discrimination legislation and the principles of equal opportunity, equity, and diversity
  • ethical principles
  • Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice
  • Free TV Australia Commercial Television Industry Code of Practice
  • privacy laws
  • industry and product or service knowledge
  • marketing communication concepts and processes
  • organisational structure, procedures and marketing objectives

Assessment Conditions

A range of assessment methods may be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

  • analysis of responses to case studies and scenarios
  • assessment of written reports containing analysis of consumer behaviour and recommendations
  • demonstration of techniques to analyse consumer behaviour
  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • observation of presentations of analysis conducted and resulting recommendations
  • oral or written questioning to assess knowledge and understanding
  • review of authenticated documents from the workplace or training environment
  • review of testimony from team members, colleagues, supervisors or managers.
  • 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.


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

Assessment 1 Task - In class Test

Date handed out            Week #1

Date and time due         : Week #6 – week commencing 6 August, 2018          

Purpose: For students to demonstrate and apply their understanding of the nature of markets and market segmentation.

Requirements: In the classroom you will be provided with the industry in Australia. Referring to the industry data, you will be asked a range of questions. Examples of the type of questions you may be asked is below:

  1. Describe the market in broad terms i.e. name, size, dominant characteristics.
  2. List and describe the segments of the market the industry uses i.e. from the product or service view, using statistics from 2012 to 2016.
  3. Identify the main participants; describe their market share and any significant changes that have occurred to shares in the last three years.
  4. As a marketer what advice who you give to a Business owner entering this market?


Assessment 2 Task - Group written assignment

Date handed out:           Week #3

Date and time due:        Week #10 – Sunday 16 September 11:59PM, 2018

Group or Individual:      Assessment 2 is to be completed in pairs or groups of three


Purpose: This assessment is designed to demonstrate your:

  • Ability to identify a product or service, the attributes of the customers and gather information on the market. You can choose any brand, product or service from any industry.
  • Observe and understand the consumer decision making process
  • Ability to apply the consumer decision making process to a real life situation
  • Ability to identify features of the product or service compared to the Marketing Plan
  • Assess the impact of individual, social and lifestyle influences on consumer behaviour
  • Assess organisational behavior to respond to consumer demand.



  1. Identify a product or service (must be in retail) and describe the retail environment such as but not limited to cafes, restaurants, food, hair, general shops (clothes, shoes, hardware, etc) and supermarkets. Is it branded or unbranded?  Chain store or sole trader? Department Store?
  2. Gather market information on your selected retail product or service. This should include identifying a customer segment (you may include demographics, lifestyle, social, cultural factors or particular attitudes to your product or service). Who are the competitors?  What information did you gather from IBIS? World?
  1. Identify and assess the marketing plans for your retailer, are the features and benefits communicated to your customer segment? Review past marketing in relation to communicating its focus of appeal (positioning) to your segment.
  2. Attend your selected retailer and observe consumers in a buying situation. What are the consumer needs and wants? Assess and comment on individual, social (reference groups, social class and family) and lifestyle influences on consumer behaviour? analyse consumer responses to marketing communications in-store?


Details of Assessment:

You will present your findings in a professionally prescribed written document.   Much of this work will be undertaken both outside of class time and in the “Practical Sessions”.  You are encouraged to use all the resources at your disposal to provide professionally reasoned solutions to the problems given.

This assessment must include the RMIT cover sheet.


Assessment 3 Task – Presentation

Date handed out:            Week #3

Date and time due:         Weeks #14/15 weeks commencing 8/15 October, 2018 

Presentation Duration:   15 minutes

Group or Individual:       Assessment 3 is to be completed in pairs or groups of three


Purpose: This assessment is designed to demonstrate your:

  • Ability to review past marketing in relation to the effectiveness of its focus of appeal
  • Recommend marketing strategies that meet the needs of consumers
  • Provide a rationale for the focus of appeal to influence consumer behaviour via marketing
  • Discuss any legal and ethical obligations to be considered.



  1. You are required to articulate your overall understanding of the course taught during the semester based on your personal understanding of key theories and concepts from the semester. This understanding is to be framed from the perspective of the product or service selected in Assessment 2


Details of Assessment:

As this is the final stage of your Consumer Behaviour Assessments you will have researched, observed and analysed your Retailer over the last couple of months and have a good understanding to complete the most important component for Marketers – will the Marketing attract and engage your consumer segment?

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:   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:     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:     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