Course Title: Analyse consumer behaviour for specific international markets

Part B: Course Detail

Teaching Period: Term1 2012

Course Code: MKTG5795C

Course Title: Analyse consumer behaviour for specific international markets

School: 650T TAFE Business

Campus: City Campus

Program: C5219 - Diploma of International Business

Course Contact : Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact

Name and Contact Details of All Other Relevant Staff

Jeffrey Roseman

Hayley van de Glint

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


Course Description

This course applies to individuals with managerial responsibility for confirming the target market, assessing the current level of  onsumer interest, and developing and documenting recommended marketing strategies. The activity could be undertaken by an owner/manager of a business or someone with a brief to investigate such opportunities. The unit does not cover scanning international markets to choose a country or country with which to do business.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG517A Analyse consumer behaviour for specific international markets


1.Identify international business opportunities

2. Identify business skills

Performance Criteria:

1.1. Identify the market or market segment for a product or service in accordance with the marketing plan
1.2. Identify aspects of culture that may have an impact on international marketing of products or services within target market
1.3. Identify consumer attributes for the market or market segment from the market profile
1.4. Identify features of the products or services in accordance with the marketing plan
2.1. Investigate consumer need for the products or services through analysis of trends and past performance of products and services both within Australia and within relevant international settings
2.2. Review past marketing, including plans, strategies and campaigns or positioning of products or services in relation to the effectiveness of its focus of appeal both within Australia and within relevant international settings
2.3. Assess individual, social and cultural influences on consumer behaviour and estimate their impact for products or services
2.4. Assess lifestyle influences on consumer behaviour and estimate their impact for products or services
2.5. Assess organisational behaviour in relation to products or services in accordance with the marketing plan
3.1. Ensure marketing strategies address innate and acquired needs of consumers and appeal to the motives that influence decision making
3.2. Present a rationale for the focus of appeal and outline how influences on consumer behaviour and cultural considerations will be used to target effective marketing strategies
3.3. Ensure the focus of appeal meets the legal and ethical obligations and the budgetary requirements of the marketing plan, and check for cultural appropriateness

Learning Outcomes

This course addresses the application of knowledge and skills to investigate business opportunities outside Australia and through offshore licensing.

Details of Learning Activities

A range of learning activities are planned for this course including self paced and collaborative classroom based activities. The self paced activities will be delivered through various technology platforms and may include reflective journals, quizzes and interactive sessions.

The collaborative classroom activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace

Teaching Schedule


1. Introduction to the course and administration requirements

2. What is Consumer Behaviour and the CB Value framework

3. Attitudes and Attitude Change

3. Consumer Culture, Personality, Lifestyles and the Self-Concept

4. Group Influence and Decision Making- Meed, Recognition and Search

5. Decision Making - Alternative Evaluation and Choice

6. Consumption to Satisfaction and Consumer Relationships

7. Perception, Comprehension, Memory and Cognitive Learning

8. Consumer Misbehaviour, Ethics and Value

9. Study of Consumers in Action

10. Motivation and Emotions

11. Business Decision Making

12. Revision

13. Submission of Major Project

14. Group Presentations

15. Group Presentations

16. Feedback and re-submissions

Learning Resources

Prescribed Texts

None required


Babib/Harris, 2008-2009, CB, Student Edition, Soutgh Western Cengage Learning, USA Lamb/Hair, 2008-2009, MKTG, Student Edition, South Western Cengage Learning, USA

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, journals, presentation and written or test. 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

Aessessment One - Quiz

Assessment Two - Workshops

Assessment Three - Major Project

Assessment Matrix

Marking Guide (Grading)

After achievement of competency we then grade your performance in this course and this gives you the opportunity to have the level of your performance formally recognised against industry standards and employability skills.

You will receive one of the following grades

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

This grading is in accordance with the following criteria:

1. Level of Independence, Initiative, Enterprise and Performance of Work Task
We are looking for you to demonstrate broad individual research to support your business implementation and complete the stated requirements

2. Demonstrated Breadth of Underpinning Knowledge and a Willingness to Continue Learning
We are looking for your plan to show and demonstrate an excellent understanding of the industry and reference to industry and other relevant documents

3. Techniques and Processes, Technology Skills and Problem Solving
We are looking for you to comply with designated format and presentation of the Major Project

4. Work Organisation, Planning and Self-Management
We expect to see ongoing uploading of information into your document that is relevant to the course with full utilisation of the Blackboard as per course requirements and with timely submission of all required material

5. Communication Skills, People Networking, Language and Interpersonal Skills and Teamwork
We expect to see regular attendance and class involvement in relevant discussions in the scheduled sessions, utilisation of relevant networking tools as outlined in the Blackboard, and your report to be present4ed using appropriate business language,

Course Overview: Access Course Overview