Part B: Course Detail

Teaching Period: Term1 2023

Course Code: MKTG7976C

Course Title: Analyse consumer behaviour

School: 525T Business & Enterprise

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

Ryan Gunasekera

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

In this course you will develop the skills and knowledge to develop a market positioning strategy that documents market segmentation, consumer profiling, targeting and strategies relevant to a product or service being offered to the marketplace.

This course is predominately face to face delivery with some on line activities. The weekly structure has been designed in a way that supports students independent learning. The weekly modules contain in class activities that can also be self paced if required. 

Teaching Schedule

Week	Week Commencing	Topic	Assessment
1	6/2	Introduction to Consumer Behaviour
2	13/2	Market Segmentation
3	20/2	Needs and Motivations
4	27/2	Individual Self-Concept and Personality
5	6/3	The Message, Reference Groups and Personal Involvement
6	13/3	Assessment 1 - Work on in Class    Bring Laptop
7	20/3	Assessment 1 - Work on in Class    Bring Laptop	Due - Assessment 1: Understanding Consumer Behaviour
8	27/3	Decision Making Process in more detail and positioning
9	3/4	Positioning and Consumer Profiles
Mid-Semester Break: 7 April - 14 April inclusive
10	17/4	Focus of Appeal  Writing Reports and business document formatting
11	24/4	Recap and Assessment 2 Introduction
12	1/5	Customer Service and Assessment 2
13	8/5	Alternative Marketing Strategy and  Assessment 2	Due - Assessment 2: Integrated Business Plan
14	15/5	Assessment 3 Workshop
15	22/5	Assessment 3 - Presentations	Due - Assessment 3: Presentations/Meeting  Presenting and Pitching the Marketing Strategy (AT2)
16	29/5	Resubmissions and Feedback session
17	5/6	Resubmissions and Feedback session

Learning Resources

Prescribed Texts

References

Other Resources

All learning materials are 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
Summary and Purpose of Assessment
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.
Assessment Instructions
What
 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
Where
This is an online assessment task. You will need to answer all questions on CANVAS.
How
The knowledge assessment is accessed through the Canvas shell and you must complete and submit your responses
within the allocated assessment timeframe.
If you are not able to attend the scheduled assessment timeframe you need to advise your teacher so that an alternative
assessment arrangement can be made. This knowledge assessment is an individual assessment task that must be
completed with minimal support from your supervisor (allowed support includes further explanation of the task
requirements or explanation of assessment criteria etc).
Instructions on submitting Knowledge Assessment
This is an online assessment task. You will need to answer all questions on CANVAS.

Assessment 2
Summary and Purpose of Assessment
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 Instructions
What
There are 3 parts to this task, you will be required to complete:
Part 1: Market overview
Part 2: Consumer interest
Part 3: Marketing strategies
This assessment task requires you to take on the role of Marketing Manager for a company of your choice, to analyse
the consumer behaviour.
You can choose a company by viewing the site http://www.mplans.com/ or by researching the Internet for a Marketing
Plan for a Public Relations company that you are interested in. The marketing plan must include business goals, target
customers, marketing/ branding strategy, sales forecasts and marketing budget to provide sufficient information in
order to be able to complete this assessment.
Alternatively, if there is another company that you are particularly interested in and you are able to access the
Marketing Plan, you may choose this company. Assume that the location of the business is in the city or suburb you are
living in.
Assume that you are the only marketing staff. Before you start the assessment task, you should discuss your choice of
company with your Assessor who will need to approve your choice before you start the assessment project.

Assessment 3

Summary and Purpose of Assessment
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.
What
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.
1. Prior to the meeting students will need to:
a.) to submit the completed Part 1 – 3 of assessment 2. (AT2)
b.) Send an email to the Company CEO (teacher) requesting a meeting and indicating the time, date and
place
c.) When the CEO replies confirm via email.
2. During the meeting students are to:
a.) Present the marketing strategy information using suitable words and non-verbal features. They are to
discuss recommendations for marketing strategies to address the needs of the consumer and their
motives for decision-making
b.) Gather feedback through active listening and questioning

Assessment Matrix

Assessment Matrix is available on Canvas

Other Information

Extensions

Extension Application:

If you are prevented from submitting an assessment on time by circumstances outside of your control, you can apply for an extension (minimum of one business day before the assessment due date - i.e. if your assessment is due on Sunday, you must submit your request by Thursday of that week).

To apply, please complete and sign the extension form, ensuring you provide supporting documentation as evidence and send directly to ryan.gunasekera@rmit.edu.au. You will be notified of the outcome within one business day.

 

Special Consideration: 

Where an extension of greater than seven days is needed, you must apply for Special Consideration.

Course Overview: Access Course Overview