Course Title: Profile the market

Part B: Course Detail

Teaching Period: Term1 2020

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: 375T Vocational Design and Social Context

Campus: Brunswick Campus

Program: C5336 - Diploma of Fashion Styling

Course Contact: Paul Castro

Course Contact Phone: +61 3 9925 9234

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

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 course

Course Description

This course is designed to give you the skills and knowledge the skills and knowledge required to profile a target market or market segments in accordance with a marketing plan and to develop market positioning strategies.

Assessment for this course includes a knowledge quiz, a case study and a practical project.

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 required to demonstrate competency in the above elements.

You will have developed a market positioning strategy that documents market segmentation, consumer profiling, targeting and strategies relevant to a product or service being offered to the marketplace.

You will have shown relevant industry knowledge including components of marketing mix and elements of marketing planning.

You will be able to explain marketing communications concepts and processes.

Details of Learning Activities

The activities in this course have been designed to give you the opportunity to put into practice all the theory learned in class. These activities include:

  • class exercises to review presentations
  • online discussion and participation
  • analysis/critique of relevant reading material
  • class presentations
  • group discussion
  • research
  • independent project-based work
  • ‘workshopping’ of student projects including peer/lecturer feedback
  • simulated workplace activities.

Teaching Schedule





Introduction to the course

Overview of the course

Overview of assessments


Introduction to key marketing concepts




Introduction to Marketing

Introduction to key concepts (cont’d)




Introduction to Marketing

Marketing strategy and planning

Organisational structures




Introduction to Marketing

Segmentation, profiling and targeting - introduction

Market research: ABS Statistics

VAMFF starts




Introduction to Marketing

Australian Marketing Institute Code of Professional Conduct.

Marketing roles & legislation



*Mon 09 Mar: Labour Day



Introduction to Marketing

Assessment 2 Introduced and explained




ASSESSMENT 1 Due:  Marketing knowledge Quiz



Profiling the Market

The STP process




Profiling the Market

Segmentation process




Profiling the Market

Targeting/ Profiling



Mid-semester break Thu 09 – Wed 15 April



Profiling the Market

Assessment 3 Introduced and explained

Positioning strategy





Developing a Positioning Strategy

Segmentation + Targeting/ profiling workshop



ASSESSMENT 2 DUE: Profiling the Market



Developing a Positioning Strategy

Positioning strategy workshop




Developing a Positioning Strategy

Positioning strategy workshop


AT03 - Submit for revision and feedback



Developing a Positioning Strategy

Feedback session




Developing a Positioning Strategy

Revision and update: adjustments to Positioning Strategy




Developing a Positioning Strategy


ASSESSMENT 3 DUE: Market Positioning Strategy


Feedback Week



WEEKLY PLANNER MAY BE SUBJECT TO MODIFICATION Students will be notified of any changes.

Learning Resources

Prescribed Texts


Other Resources

The University Library has extensive resources and provides subject specialist expertise, research advice, help with referencing and support through:
The learning Lab
The Study Support Hub
English for uni workshops

Overview of Assessment

Assessment is ongoing throughout the course and will include a range of practical and theory components. Full assessment briefs will be provided and can be found on Canvas.

This is a Vocational Education and Training qualification and is assessed for Competency. To be assessed as Competent means you have consistently demonstrated the required knowledge and skills at a standard required in the workplace. To be assessed as Competent in this course, you will need to complete each assessment task to a satisfactory standard. You will receive feedback from the teacher at the conclusion of each assessment task.

Results that apply to courses that are delivered and assessed in accordance with competency-based assessment are:

CA: Competency Achieved
NYC: Not Yet Competent
DNS: Did not Submit Assessment

Assessment Tasks

Students enrolled in Vocational Education and Training qualifications are assessed for Competency. To be assessed as Competent means you have consistently demonstrated the required knowledge and skills at a standard expected in the workplace. To be assessed as Competent in this course, you will need to complete each assessment task to a satisfactory standard. You will receive feedback from the teacher at the conclusion of each assessment task.

You should refer to the assessment brief which is available through Canvas for full assessment criteria


Assessment Task 1: Introduction to Marketing - Knowledge Quiz - 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.. Due Week 6


Assessment Task 2: Profiling the Market - through a case study, you will identify and analyse the marketing strategy of a fictional fashion brand. You will identify and describe the selected market segment using a consumer profile. Due Week 10


Assessment Task 3: Through a series of class exercises, and using a template you will be provided, 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 submit your final positioning implementation plan. Due Week 15

Assessment Matrix

The assessment matrix demonstrates alignment of assessment tasks with the relevant unit of competency. These matrices are available through Program Administration.

Other Information


Your learning experience will involve class-based teaching, discussion, demonstration and practical exercises

It is strongly advised that you attend all timetabled sessions. This will allow you to engage in the required learning activities, ensuring you the maximum opportunity to complete this course successfully.


Information about your studies:

You can access My Studies through the RMIT website for information about timetables, important dates, assessment dates, results and progress, Canvas etc.



Information on assessment including Special consideration, Adjustments to assessment, (eg. applying for an extension of time):


Academic Integrity and Plagiarism:

RMIT University has a strict policy on plagiarism and academic integrity. Please refer to the website for more information on this policy.


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.  

Please speak to your teacher if you wish to discuss applying for Credit Transfer or RPL for the unit(s) of competency addressed in this course.

Course Overview: Access Course Overview