Course Title: Profile the market

Part B: Course Detail

Teaching Period: Term1 2019

Course Code: MKTG7955C

Course Title: Profile the market

Important Information:

This unit is a core within the Diploma of Fashion Styling and must be successfully completed to achieve this qualification

School: 350T Fashion & Textiles

Campus: Brunswick Campus

Program: C5336 - Diploma of Fashion Styling

Course Contact: Anni Juracich

Course Contact Phone: +61 3 9925 9236

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Paul Castro

Michelle Interlandi

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

There are no pre-requisites for this cours

Course Description

In this course you will investigate how to identify and define target markets, looking at the attributes and behaviours of different groups within the market. This will help you to explore how to meet customer needs. You will use this knowledge to develop strategies to target these groups.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG401 Profile the market


1. Segment market

Performance Criteria:

1.1 Identify criteria for use in segmenting market in accordance with marketing plan
1.2 Identify and access sources of information for segmenting and profiling markets in accordance with marketing plan
1.3 Segment 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 target market

Performance Criteria:

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


3. Profile target audience

Performance Criteria:

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


4. Develop 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 timelines and make appropriate adjustments based on feedback

Learning Outcomes

On successful completion of this course you will have developed and applied the skills and knowledge to demonstrate competency in the above elements within a fashion styling context.

Details of Learning Activities

Activities for this course are designed to foster peer learning, group discussion and problem solving skills in a simulated work environment where you will be encouraged to question and debate market concepts and customer identities. A range of individual and group based exercises are planned and may include practical workshops, tutorials and off campus research visits to retail outlets for you to explore different market levels and customer profiles. Follow up class exercises and discussions will be carried out to review and reflect on learning from these field trips.

Teaching Schedule





Introduction to the course


Overview of the course

Overview of assessments


Introduction to key concepts



Introduction to Marketing


Market segmentation activities



Introduction to Marketing



Identifying Target Market activities

Consumer characteristics and attitudes

ABS Statistics

VAMFF starts



Introduction to Marketing


ASST. 1: Introduction to Marketing-Questionnaire

DUE: Week 4



Australian Marketing Institute Code of Professional Conduct.

Marketing roles legislation

VAMFF week



Profile the Styling Market




Assessment 2 Introduced and explained

Case study: Fashion Brand




Profile the Styling Market


Case study:  Fashion Magazine




Profile the Styling Market


Case study:  Fashion Designer




Profile the Styling Market


Case study:  Fashion Stylist




Market Positioning Strategy


ASSESSMENT 2 DUE: Profile the Styling Market


Assessment 3 introduced and explained

Segment the market

Identify target market and profile target audience

Positioning plan to apply to folio



Market Positioning Strategy


Submit first draft of Asst 3 for review



Market Positioning Strategy






Feedback and adjustments for Asst 3


Market Positioning Strategy:


Guided work on Asst 3




Market Positioning Strategy:


ASSESSMENT 3 DUE: Market Positioning Strategy


Guided work on folio





Market Positioning Strategy:


Guided work on folio




Market Positioning Strategy:


Folio submission




Feedback Week


Learning Resources

Prescribed Texts


Other Resources

The University Library has extensive resources for Fashion and Textiles students. The Library has produced a number of subject guides that includes quality online and print resources for your studies Fashion and Textiles Library Guides including

•Fashion magazines
•Fashion Books
•Database (e.g. WGSN, Stylesight)
•library guides

The Library provides guides on academic referencing and subject specialist help via your Liaison Librarian Michelle Matheson (Brunswick) 


Overview of Assessment

Assessment is ongoing throughout the course and has been designed to measure achievement of each element in a flexible manner. Assessment will incorporate a variety of methods including projects and assignments designed for students to demonstrate their ability to profile and tailor marketing to different segments. To successfully complete these course students must demonstrate competency in all elements as listed. 
This course is assessed in accordance with competency-based assessment. All assessment tasks must be completed before competency can be achieved. Feedback will be provided throughout the semester on all assessment tasks. 

Results for this course are delivered and assessed in accordance with Graded competency-based assessment are:
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

Students will be eligible for a graded result higher than Competency achieved only if work is submitted on time and competency has been demonstrated within the standard enrolment period and on the first assessment attempt. Units assessed as ‘not yet competent’ on a first assessment attempt and ‘competent’ on a second or subsequent attempt are to have results amended to competent but will not be eligible for grading. Students are advised that they may be asked to personally demonstrate their assessment work to confirm aspects of competency not evidenced in class or through assessments.

If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or Equitable Learning Services if you would like to find out more.

Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions which are available for review online:

Other Information

Please refer to the RMIT student page for extensive information about study support, assessment, extensions, appeals and a range of other matters:

Special consideration Policy (Late Submission)
All assessment tasks are required to be completed to a satisfactory level. If you are unable to complete any piece of assessment by the due date, you will need to apply for an extension. Please refer to the RMIT student essentials/assessment page.


Academic Integrity and Plagiarism 
RMIT University has a strict policy on plagiarism and academic integrity.

The following link provides important information on the following topics that relates to all courses:
• Student Feedback at RMIT
• Student Progress
• Special Consideration, appeals, and discipline
• Academic Integrity
• Student Progress Committee (SPC)
• Assessment Grades
• Classification of award

Credit Transfer and Recognition of Prior Learning: 
Credit transfer is the recognition of previously completed formal learning (an officially accredited qualification).
Recognition of Prior Learning (RPL) is an assessment process that allows you to demonstrate competence using the skills you have gained through experience in the workplace, voluntary work, informal or formal training or other life experiences. 
Recognition of Current Competency (RCC) RCC applies only if you have previously successfully demonstrated competence in a unit of competency, and now require to be reassessed to ensure that the competence is being maintained. 
Please speak to your teacher if you wish to discuss applying for Credit Transfer, RPL, or RCC for the unit(s) of competency addressed in this course.

Assessment Tasks

Assessment Task 1 Introduction to Marketing - Due Week 4
Using the notes and information provided in class, you will answer a questionnaire exploring key marketing concepts with an emphasis on market segmentation and target profiling.

Assessment Task 2 Profile the Styling Market - Due Week 09
Through a real case study, you will identify and analyse the positioning strategy of a well-known fashion stylist. You will identify and describe the selected market segment using a consumer profile.

Assessment Task 3 Market Positioning Strategy - Due Week 13
You will write a plan that includes your own positioning strategy as a fashion stylist. You will include market segmentation, consumer profiling, targeting and strategies relevant to your services as a stylist. Once approved by your instructor, and after appropriate adjustments based on feedback, you will apply this strategy to develop a portfolio.

The goal is to find a strategic way to set yourself apart from the crowd and influence the way your target audience perceives you.

Assessment Matrix


Name of Assessment Task

Method of Assessment


Performance Criteria


Introduction to Marketing - Questionnaire


E1 PC 1.1,1.2

E2 PC 2.2,2.3

E3 PC 3.2,3.4


Profile the Fashion Market  

Case study

E1 PC 1.3,1.4

E2 PC 2.1

E3 PC 3.1, 3.3, 3.5


Stylist Positioning Strategy

Written and Practical Assessment

E1 PC 1.3,1.4,1.5

E2 PC 2.1,2.4

E3 PC 3.1, 3.3, 3.5

E4 PC 4.1, 4.2 4.3

Other Information

Study and learning Support:

Study and Learning Centre (SLC) provides free learning and academic development advice to all RMIT students.
Services offered by SLC to support numeracy and literacy skills of the students are:
- Assignment writing, thesis writing and study skills advice
- Maths and science developmental support and advice
- English language development

Please refer to find more information about Study and Learning Support.


Course Overview: Access Course Overview