Part B: Course Detail

Teaching Period: Term2 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

Claire Gourlay

claire.gourlay@rmit.edu

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

The course syllabus provides you with information about:

  • When classes are held, and what topics are covered each week (including the relevant Unit of Competency and associated Elements/Performance Criteria);
  • What learning materials and activities need to be completed; and,
  • What assessments are due

Weekly Schedule 

MKTG7976C (BSBMKG419) Analyse Consumer Behaviour

Week 

Topic 

Assessment 

1 

Introduction to Consumer Behaviour 

 

2 

 Needs and motivations

 

3 

 Gathering market data, marketing trends - using databases.

 

4 

 Features and benefits and influences on consumer behaviour - individual

 

5 

 Influences on consumer behaviour - external social and lifestyle.

 

6 

Assessment 1 - Work on in Class 
 

Assessment  in class - Submission due Sunday 

7 

Market Segmentation - Target market  and consumer attributes and marketing objectives Brief AT2 - report formatting 

 

Mid Semester Break

8 

 Market segmentation cont'd  - Organisation - structure, policies procedures and organisational capabilities 

 

9 

 Consumer behaviour online 

 

10 

 Consumer engagement journeys, digital footprints

  

  

11 

Consumer engagement journeys, digital footprints

  

12 

 Assessment 2 workshop

  

  Assessment 2 Due Sunday

13 

 Marketing strategy developement - impact on marketing plan, legal and ethical consideration

 

14 

.

Assessment 3 Collaboration session and workshop

 Assessment 3 Document due Sunday

15 

Assessment 3 - Presentations 

Due - Assessment 3: Presentations in class

16 

 Resubmits and consutlations - Presentations if required

 

17 

 Resubmissions

 


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

There are three assessments for this course. This 

 

Assessment task 1: Industry Kowledge Document 

Due Date: Week 6 

Summary and purpose of assessment

In this assessment you will be gathering market data, including industry and competitor data and consumer behaviour data in the allocated industry.

Assessment Instructions

What

The assessor will provide you with an industry category e.g.  active wear, yoghurt, gyms etc for you to complete your assessment on. You are required to conduct your research on a product or service in Australia only.

For this assessment you are to research the information using IBISworld and other resources.

Formatting: You may complete the tables in the assessment sheet and submit on CANVAS. Take into account the word counts next to specific questions. Some questions require a numerical response only.

 

Assessment task 2: Consumer Behaviour Report

Due Date: Week 12

Summary and purpose of assessment

In this assessment you will be discussing your brands marketing and consumer behaviour and consumer interest in it. There will be a focus on online consumer behaviour and how this is influenced. You will be using the same market/industry you used in the previous assessment, however you will be required to choose a brand/organisation to focus on.

Assessment Instructions

 What

In this assessment you will be discussing your brands marketing and consumer behaviour and consumer interest in it. There will be a focus on online consumer behaviour and how this is influenced.

Formatting: You are required to submit a professional report of approximately 1500 words which consists of all the requirements listed below.

The report this must include: Title Page, Table of contents, appropriate referencing throughout the text.

 

Assessment task 3: Strategy Document and presentation

Due date: Week 14 Sunday  - Week 15 In class presentation

What

In this assessment you are to complete the following tables in the strategy document outlining your marketing strategy for your organisation, taking into account what you have learnt about the market, your organisation and consumer behaviour in AT1 and AT2.

This assessment is to be completed in pairs. You are to choose a partner who has worked on the same organisation for AT2. You are to collaborate and share your analysis and insights from the previous assessments to come up with relevant marketing strategies.

There are two parts to this assessment.

Part 1 Complete the strategy document template and upload on CANVAS

Part 2 Present your strategy in a 5 min presentation to the class in week 15.


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