Course Title: Profile the market
Part B: Course Detail
Teaching Period: Term2 2013
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 Email:timothy.wallis@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Chris Lee - chris.lee@rmit.edu.au
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 |
Element: |
1. Segment the market |
Performance Criteria: |
1.1. Identify criteria for use in segmenting the market in accordance with the marketing plan |
Element: |
2. Identify the target market |
Performance Criteria: |
2.1. Evaluate approaches to determining and describing the total market for a product or service |
Element: |
3. Profile the target audience |
Performance Criteria: |
3.1. Describe the total market and selected market segments in the form of a consumer profile |
Element: |
4. Develop a positioning strategy |
Performance Criteria: |
4.1. Identify available positioning strategies and choose a strategy to meet marketing requirements and consumer profile |
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
A range of learning activities are planned for this course including self-paced and collaborative class room based activities.
The total number of scheduled hours of teaching, learning and assessment involved in this course includes all planned activities including face to face classes, lectures. Workshops and seminars; workplace visits, on line learning and other forms of structured teaching and learning. The total scheduled hours also covers the amount of effort required to undertake, evaluate and complete all assessment requirements, including observation of work performance, discussions with supervisors and others providing third party evidence and one on one and group assessment sessions with students.
Teaching Schedule
| Week | Week Commencing | Topics | Assesment |
| 1 | 8 July | (1) Course Induction • Course delivery and assessment details • Course support documents • Online learning environment • Grading • Plagiarism • Appeals • Extensions • Feedback • Privacy • Submission requirements • Resubmission policy • Where to get support • Student responsibilities (2) Pre-Training Review • Includes skills analysis and Recognition of Prior Learning and Credit Transfers (3) Course Overview – What is CB and why should I care |
|
| 2 | 15 July | Value and the consumer behaviour value framework | |
| 3 | 22 July | Consumer learning starts here: Perception | |
| 4 | 29 July | Comprehension, memory & cognitive learning | |
| 5 | 5 Aug | Motivation and emotions: Driving consumer behaviour | |
| 6 | 12 Aug | Personality, lifestyles and the self-concept | Assessment Task 1a Due last class of week 6 (Assessed tutorial exercises) You will receive the feedback in week 8. If required, resubmission for this assessment is due by the end of week 9 |
| 7 | 19 Aug | Attitudes and attitude change | |
| 8 | 26 Aug | Culture and consumers | |
| 2 - 6 Sep | Mid-semester break | ||
| 9 | 9 Sep | Group influence | |
| 10 | 16 Sep | Consumers in situations | |
| 11 | 23 Sep | Decision-making 1: Need recognition & search Decision-making 2: Alternative evaluation & choice |
|
| 12 | 30 Sep | Segmentation, targeting and positioning strategy (Profile the market) |
Assessment Task 1b Due last class of week 12 (Assessed tutorial exercises) You will receive the feedback in week 13. If required, resubmission for this assessment is due by the end of week 14 |
| 13 | 7 Oct | Marketing ethics, misbehaviour and value | |
| 14 | 14 Oct | 1. Student consultation session 2. Major assignment due NB: Due last class of week 14 3. Students to prepare for week 15 assessment |
Assessment Task 2 Due last class of week 14 (Major assignment) |
| 15 | 21 Oct | Oral test/interview or written test (TBA) | Assessment 3 |
| 16 | 28 Oct | Resubmissions |
Learning Resources
Prescribed Texts
TBA |
References
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 1
TASK 1a & 1b (Due Dates: Last class of week 6 & 12 respectively)
These assessment tasks will require students to complete set tutorial activities/exercises to reflect on their learning on learned concepts/principles taught.
Assessment 2
TASK 2 (Due Date: Last class of week 14)
The second assessment tasks will require students to work in designated groups on a major assignment. Students will present their findings in a professionally prescribed written document. Much of this work will be undertaken both outside of class time and in the “Practical Sessions”. Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given
Assessment 3
TASK 3 (Due Date: Week 15)
The third assessment tasks will require students to undertake an oral test/interview or written test. Students are to articulate their overall understanding of the course taught during the semester to be deemed competent. Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given
Submission Requirements
Assessment tasks must be submitted via Blackboard.
You should:
• Ensure that you submit assessments on or before the due date. If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms is available at http://rmit.edu.au/browse;ID=ls0ydfokry9rz website.
• 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 a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of work for assessment is available on blackboard.
• 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. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.
Assessment Matrix
Marking Guide (competency):
Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT). So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention.
You need to demonstrate you are competent in each element of the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you whether you are competent or not and how well you are performing. Once competent in all elements of the unit you receive a competency grading.
Marking Guide (Grading)
After achieving competency we then grade your performance in the unit; this gives you the opportunity to have the level of your performance formally recognized against industry standards and employability skills.
Final Grades table:
CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – Graded
NYC Not Yet Competent
DNS Did Not Submit for assessment
Further information regarding the application of the grading criteria will be provided by your teacher.
Course Overview: Access Course Overview