Part B: Course Detail

Teaching Period: Term2 2021

Course Code: MKTG7976C

Course Title: Analyse consumer behaviour

School: 650T Vocational Business Education

Campus: City Campus

Program: C5400 - Diploma of Business (Public Relations)

Course Contact: Nick Reynolds

Course Contact Phone: +613 99250791

Course Contact Email: nick.reynolds@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Teacher: Ryan Gunasekera

Email: ryan.gunasekera@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 performance outcomes, skills and knowledge required to analyse consumer behaviour to target marketing to specific markets and specific needs.

This unit is beneficial to people that need to analyse analyse consumer behaviour to examine factors that impact decisions to purchase products or services.


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


On successful completion of this course you will have developed and applied the skills and knowledge required to demonstrate competency in analysis of consumer behaviour with application to public relations.

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to:

  • Confirm product or service market
  • Assess reasons for existing levels of consumer interest
  • Recommend focus of appeal for marketing strategies for product or service.

 


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

Weekly Schedule 

MKTG7976C (BSBMKG419) Analyse Consumer Behaviour

Semester 2 2021

Week number 

Week beginning 

Topic 

Assessments 

O-Week 

5th July

THIS IS A NON-ATTENDANCE WEEK - YOUR TEACHER WILL PROVIDE YOU WITH A RECORDED WEBINAR

Introduction to Consumer Behaviour

2

12th July

 Market Segmentation

3 

19th July 

Needs and Motivations

4 

26th July 
  1. IBISWorld
  2. Individual Self-Concept and Personality

5 

2nd August

The Message, Reference Groups and Personal Involvement

6 

9th August

Assessment 1 - Work on in Class

Bring Laptop 

Assessment 1: Understanding consumer behaviour due

7 

16th August  

Assessment 1 - Work on in Class

Bring Laptop

8 

23rd August

 Decision Making Process in more detail and positioning

 Mid Semester Break 30th August - 5th September 

9

6th September

Positioning and Consumer Profiles

10 

13th September

Focus of Appeal

Writing Reports and business document formatting



11 

20th September

Recap and Assessment 2 introduction


12 

27th September

Customer Service and Assessment 2 



13 

4th October

Alternative Marketing Strategy  and Assessment 2 

 Assessment 2: Integrated business plan

14 

11th October

Assessment 3 Workshop  

15 

18th October

Assessment 3 - Presentations

 Assessment 3: Presentations/Meeting

Presenting and Pitching the Marketing Strategy

16 

25th October 

Continue presentations (if applicable)

Re submissions and Feedback session

17 

1st November 

 Re submissions and Feedback session


Learning Resources

Prescribed Texts


References


Other Resources

All resources will be available on Canvas


Overview of Assessment

Assessment Methods

A range of assessment methods will be used to assess practical skills and knowledge. The following assessment methods will be used specifically to assess your abilities in analysing consumer behaviour:

  • Project management
  • Written reports supported by practical assignments or tasks for individual assessment
  • Observation of workplace practice supported by personal interviews
  • Practical display with personal interview, presentations or documentation
  • Case studies.

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.

Assessment Conditions

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 received and use this information to improve your learning outcomes and final performance in the course are being met.

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).

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

Assessment 1 Task -   Understanding Consumer Behaviour (In class Test)

Date handed out            : Week #1

Date and time due         : Week #6 – The assessment will be held in week 6 in class

Purpose:

This short-answer assessment task is one (1) of three (3) assessment tasks you need to complete satisfactorily, in order to be deemed competent for this unit. 

This assessment task allows you to demonstrate your knowledge required to analyse consumer behaviour for markets and specific needs

Requirements: I

  • You must satisfactorily answer all 7 questions
  • You should answer all questions in the spaces provided, using full sentences, word count and dot points when requested
  • All work must be your own

 

 

Assessment 2 Task - Integrated Business Plan (Written Assignment)

Date handed out:           Week #3

Date and time due:        Week #14

Group or Individual:      Assessment 2 is to be completed individually

Purpose:

This assessment task is assessment two (2) of three (3) assessment tasks students need to complete satisfactorily, in order to be deemed competent for this unit.

 

This assessment will allow students to demonstrate their ability to research and develop an integrated business plan for achieving business goals and objectives.

 

Requirements:

This assessment task is assessment two (2) of three (3) assessment tasks students need to complete satisfactorily, in order to be deemed competent for this unit.

 

This assessment will allow students to demonstrate their ability to research and develop an integrated business plan for achieving business goals and objectives.



Assessment 3 Task - Major Group written assignment

Date handed out:           Week #3

Date and time due:        Week #15

Group or Individual:      Assessment 2 is to be completed individually

Purpose:


This practical assessment task is assessment three (3) of three (3) assessment tasks students need to complete satisfactorily, in order to be deemed competent for this unit. 

 

This assessment will give the student the opportunity to present and pitch their marketing strategies and focus of appeals tot the Company CEO.


Requirements:

This assessment is a role play which will allow the students to demonstrate their ability to present and pitch their marketing strategies and focus of appeals to the Company CEO.

 

The student needs to organise a meeting with the Company CEO (roleplayed by the Assessor) to pitch their marketing strategies and focus of appeals. Students will be required to prepare a PowerPoint Presentation to present at the meeting.


                          



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.  Non submission without supporting evidence such as ELP or special consideration will mean a result of Did Not Submit (DNS) 
  • 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

The competency assessment map that maps all the assessment tasks is available on CANVAS https://rmit.instructure.com/courses/74388/assignments
 

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 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.

 

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.  You must submit your application within five working days after your assessment date or due date.

More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration

Resubmissions (VE Programs):

If you are found to be unsuccessful (Not satisfactory/Unsatisfactory) in a Course Assessment Task you will be allowed one re- submission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the re-submission. 

 

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 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

 

Final Results

 

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.

 

The following grades are available for this course

 

Course Overview: Access Course Overview