Course Title: Analyse consumer behaviour for specific markets
Part B: Course Detail
Teaching Period: Term1 2009
Course Code: MKTG7755C
Course Title: Analyse consumer behaviour for specific markets
School: 350T Fashion & Textiles
Campus: Brunswick Campus
Program: C4219 - Certificate IV in Fashion and Textiles Merchandising
Course Contact : Yuping Li
Course Contact Phone: +61 3 9925 4145
Course Contact Email:yuping.li@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
MKTG55770C Analyse textiles clothing and footwear merchandising and marketing principles
Course Description
This course covers analysis of consumer behaviour to enable marketing to be targeted to specific markets and specific needs.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG402A Analyse consumer behaviour for specific markets |
Element: |
1. Confirm product/service market 2. Assess the reasons for existing levels of consumer interest 3. Recommend a focus of appeal for marketing strategies for a product/service
|
Performance Criteria: |
|
Learning Outcomes
On successful completion of this course you will have developed and applied the skills and knowledge required to demonstrate competency in the above elements.
Details of Learning Activities
Lectures, class discussions, field trip and observations, secondary research, report writing and oral presentation.
Teaching Schedule
Questionnaire Design Confirm time/location of survey
Week
Contents
Elements
1
Assessments structure/format
Finalise teams
Mission statement/Code of Ethics and Behaviour BUBMKG408A -1.1, 1.4
BUBMKG402A- 1.1, 1.2, 1.3
2
Questionnaire Design
BUBMKG408A -1.2, 1.3, 2.1, 2.2, 2.3, 2.4, 4.2
3
BUBMKG408A -1.2, 1.3, 2.1, 2.2, 2.3, 2.4, 4.1, 4.2
4
Field work
BUBMKG408A -3.1, 3.2, 3.3, 3.4, 4.3, 4.4, 4.5
5
Field work
BUBMKG408A -3.1, 3.2, 3.3, 3.4, 4.3, 4.4, 4.5
6
Data analysis
Preparation for report & presentation BUBMKG408A -5.1, 5.2, 5.3, 5.4, 5.5
7
Preparation time for
Report submission &
Oral Presentation BUBMKG408A -6.1, 6.2, 6.3, 6.4, 6.5
8
Preparation of the Marketing Plan
Current Market situation BUBMKG402A- 2.1, 2.2, 2.3, 2.4, 2.5
BUBMKG403A-1.1, 1.2, 1.3, 1.4, 2.1, 2.2
9
Preparation of the Marketing Plan
SWOT and issues analysis BUBMKG403A-3.1, 3.2, 3.3, 3.4
10
Preparation of the Marketing Plan
Objectives
Marketing Strategies BSBCMN414A- 1.1, 1.2, 1.3, 1.4, 1.5
11
Preparation of the Marketing Plan
Action Program
Projected profit and loss statement/Budget BUBMKG402A- 1.1, 1.2, 1.3
BSBCMN414A -2.1, 2.2, 2.3, 3.1, 3.2, 4.1, 4.2, 4.3
12
Preparation of the marketing plan
Controls
Executive summary/table of contents BUBMKG402A- 1.1, 1.2, 1.3
BSBCMN414A -2.1, 2.2, 2.3, 3.1, 3.2, 4.1, 4.2, 4.3
13
Group to finalise Marketing plan contents
BUBMKG402A- 1.1, 1.2, 1.3
BSBCMN414A -2.1, 2.2, 2.3, 3.1, 3.2, 4.1, 4.2, 4.3
14
Preparation of the marketing plan
Report format & structure
Time table for Oral presentations BUBMKG402A- 1.1, 1.2, 1.3
BSBCMN414A -2.1, 2.2, 2.3, 3.1, 3.2, 4.1, 4.2, 4.3
15
Preparation for Oral presentation
BUBMKG402A- 1.1, 1.2, 1.3
BSBCMN414A -2.1, 2.2, 2.3, 3.1, 3.2, 4.1, 4.2, 4.3
16
Marketing Plan Due
Teachers available for consultation/oral presentation practice BUBMKG402A- 1.1, 1.2, 1.3
BSBCMN414A -2.1, 2.2, 2.3, 3.1, 3.2, 4.1, 4.2, 4.3
17
Oral presentations
18
Results
Learning Resources
Prescribed Texts
Peter Rix: Marketing, a practical approach (6e), Mcgraw Hill, 2007 |
10: 0-07-4717 |
References
Other Resources
Rag Trader Magazine
Business Review Weekly
Overview of Assessment
Conduct consumer surveys, write a market research report and marketing plan
Assessment Tasks
Clustered assessment tasks:
1. Questionnaire design: Design a questionnaire based on a TCF company’s information requirements -10%
2. Data analysis report: Collate survey data and write a report - 20%
3. Marketing plan: Write a marketing plan for a specifc product category - 50%
4. Oral presentation:Power point presentation to industry personnel - 20%
Assessment Matrix
Competency | Qustionnaire design | data analysis/report | written report/marketing plan | oral presentation |
BUBMKG402A | √ | √ | ||
BUBMKG403A | √ | √ | ||
BUBMKG408A | √ | √ | ||
BSBCMN414A | √ | √ |
Other Information
A TCF company will be identified and a particular product category will be given to each student group. Students will be asked to develop a survey questionnaire based on the company’s information requirements, select minimum. 50 respondants and conduct the surveys. The survey data will be collated and analysed by using computer software and a report will be produced for the company.
A marketing plan for the product category will be produced, which include the research of market trends, competitors and external environments. Company’s current marketing practices and product performance will be evaluated and reccommendations will be made to improve the product category’s sales. A power point presentation of the marketing plan will be given to the industry personnel at the end of the semester.
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