Course Title: Profile the market

Part B: Course Detail

Teaching Period: Term1 2012

Course Code: MKTG5815C

Course Title: Profile the market

School: 650T TAFE Business

Campus: City Campus

Program: C4228 - Certificate IV in Marketing

Course Contact : Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact

Name and Contact Details of All Other Relevant Staff

Nominal Hours: 50

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 required

Course Description

This unit applies to individuals working in a marketing team who are responsible for segmenting a target market to review alignment with organisational marketing objectives. This involves identifying viable market segments and profiling target consumers, and then defining the target market in more detail and developing strategies to position products and services.

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

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG401B Profile the market


1. Segment the market

Performance Criteria:

1.1.Identify criteria for use in segmenting the market in accordance with the marketing plan
1.2.Identify and access sources of information for segmenting and profiling markets in accordance with the marketing plan
1.3.Segment the market in accordance with identified criteria
1.4.Review market segments for their usefulness in terms of factors such as their size, potential, distinctive needs, easy identification of members or distinctive media use patterns
1.5.Select market segments to meet marketing objectives, and choose and apply new segmentation criteria if required


2. Identify the target market

Performance Criteria:

2.1.Evaluate approaches to determining and describing the total market for a product or service
2.2.Define the target market in terms of the consumers to be included as prospective users of a product or service, and the selected market segments
2.3.Use segment descriptors to describe the target market
2.4.Identify available strategic marketing options and select targeting strategies that best meet the requirements of the marketing plan


3. Profile the target audience

Performance Criteria:

3.1.Describe the total market and selected market segments in the form of a consumer profile
3.2.Identify consumer characteristics in standard statistical terms and/or the descriptive terms used in media selection in the consumer profile
3.3.Use demographic and/or psychographic descriptions in the consumer profile in accordance with the requirements of the marketing plan
3.4.Describe consumer attitudes to products or services being offered
3.5.Ensure profile meets organisational requirements in terms of language, format, content and level of detail


4. Develop a positioning strategy

Performance Criteria:

4.1.Identify available positioning strategies and choose a strategy to meet marketing requirements and consumer profile
4.2.Write a positioning implementation plan containing several options, in accordance with organisational requirements
4.3.Submit plan to supervisor within specified time lines and make appropriate adjustments based on feedback

Learning Outcomes

This unit describes the performance outcomes, skills and knowledge required to profile a target market or market segments in accordance with a marketing plan and to develop market positioning strategies.

Details of Learning Activities

This unit is clustered with Establish & Adjust the Marketing Mix and Conduct Market Research.
Students will undertake transnational project - required to undertake research to identify the market, scope and identify trends / opportunities. Use that information as the basis of constructing a marketing plan to answer the brief provided by an industry client.

Teaching Schedule





Introduction/outline/getting ready for SKYPE session




M1C – SKYPE tues am

M1A/B group interactivity

Research Approaches




Research methods continued inc competitor analysis




Structure survey/pilot survey

LC absent




SWOT PEST (LE to cover Monday 5<sup>th</sup> March)




4P’s – product

Individual Assessment – report on research methods



4P’s – price




4P’s – promotion





4P’s – place




Activity planning, scheduling








Group Marketing Plan due in

Group Assessment



Adjust marketing plan – individual reflection

3<sup>rd</sup> assessment (individual)




Assessment for Make a Presentation (Jack Shearer)









Learning Resources

Prescribed Texts

Solomon, Saupin, Hughes, Citty, Marshall, & Stuart, Real Marketing, the People, the Choices, Pearson 2012
Zikmund, Marketing Research


References will be provided inclass

Other Resources

Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, presentations, written reports or tests. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.

Assessment Tasks

Assessment tasks have been adjust to answer the brief of the industry client.
1. Research report
2. Marketing Plan
3. Presentation

Assessment Matrix

Course Overview: Access Course Overview