Course Title: Analyse consumer behaviour
Part B: Course Detail
Teaching Period: Term1 2022
Course Code: MKTG6106C
Course Title: Analyse consumer behaviour
Important Information:
Please note that this course may have compulsory in-person attendance requirements for some teaching activities.
To participate in any RMIT course in-person activities or assessment, you will need to comply with RMIT vaccination requirements which are applicable during the duration of the course. This RMIT requirement includes being vaccinated against COVID-19 or holding a valid medical exemption.
Please read this RMIT Enrolment Procedure as it has important information regarding COVID vaccination and your study at RMIT: https://policies.rmit.edu.au/document/view.php?id=209.
Please read the Student website for additional requirements of in-person attendance: https://www.rmit.edu.au/covid/coming-to-campus
Please check your Canvas course shell closer to when the course starts to see if this course requires mandatory in-person attendance. The delivery method of the course might have to change quickly in response to changes in the local state/national directive regarding in-person course attendance.
School: 525T Business & Enterprise
Campus: City Campus
Program: C4411 - Certificate IV in Tertiary Preparation
Course Contact: Theresa Lyford
Course Contact Phone: +61 3 9925 5444
Course Contact Email: theresa.lyford@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Sandra Khayat
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
None
Course Description
This unit describes the skills and knowledge required to analyse consumer behaviour for markets and specific needs.
The unit applies to individuals who need to analyse consumer behaviour to examine factors that impact on decisions to purchase products or services. They conduct a thorough analysis of consumer attitudes and behaviour and make recommendations on marketing strategies to increase consumption of the product or service being marketed.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG435 Analyse consumer behaviour |
Element: |
1. Evaluate drivers of consumer behaviour |
Performance Criteria: |
1.1 Source information on market for a product or service according to marketing plan 1.2 Identify consumer attributes for market from market profile and existing customer data 1.3 Identify and compare features of product or service according to marketing plan 1.4 Investigate consumer need for the product or service through analysis of trends and past performance, where possible |
Element: |
2. Evaluate reasons for existing levels of consumer interest |
Performance Criteria: |
2.1 Analyse consumer responses to previous marketing communications 2.2 Review relevant data and determine consumer digital footprints, engagement journeys and expectations 2.3 Assess organisational capability and respond to consumer demand for products or services |
Element: |
3. Recommend marketing focus |
Performance Criteria: |
3.1 Outline how influences on consumer behaviour will be used to target effective marketing strategies and present a rationale for marketing focus 3.2 Clarify the role of the consumer in the digital marketing environment and model engagement conversations and interventions 3.3 Confirm focus of appeal meets legal and ethical obligations and budgetary requirements of marketing plan |
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.
Details of Learning Activities
A range of learning activities are provided in this course. These include collaborative classroom based activities and online self-paced activities. Classroom: The collaborative classroom based activities will include discussion, problem solving activities and opportunities to practice your skills in a simulated workplace environment. We expect you to participate and contribute in all scheduled learning activities.
Pre-and Post-Class: This is online, by logging on to your Canvas (Learning Management System) course, and includes required pre-class reading and activities and post-class exercises and activities. Other self-paced activities will be delivered through various technology platforms. These may include your contribution to discussion threads, reflective journals, quizzes and interactive sessions.
Sessions: There are one face-to-face classroom sessions (tutorials ) and workshop for this unit each week. There are additional activities to support learning and research.
Teaching Schedule
This course is clustered with BSBMKG431 Assess Marketing Opportunities (MKTG6108C)
The course syllabus provides you with information about:
- When classes are held, and what topics are covered each week
- What learning materials and activities need to be completed; and,
- What assessments are due
WEEK |
WEEK COMMENCING |
TOPIC |
ASSESSMENT |
1 |
Feb 7 |
Introduction to the course |
Brief all assessments |
2 |
Feb 14 |
What is consumer behaviour? Needs and motivations. Why does it matter? |
|
3 |
Feb 21 |
Collecting and analysing data - Library presentation Database introduction, (using databases and ABS), Research for opportunities. |
|
4 |
Feb 28 |
Organisation structure, policy procedures and roles and responsibilities |
|
5 |
Mar 7 |
In class assessment |
Assessment 1: Individual assessment Due: in class |
6 |
Mar 14 |
Elements of a Marketing plan and using trend analysis to find marketing opportunities. |
Brief Assessment 2 |
7 |
Mar 21 |
Introduction to segmentation - What segmentation is? How we segment? Four bases for Segmentation. - Target market |
|
8 |
Mar 28 |
Consumer decision making and features and benefits |
|
9 |
April 4 | Assessment 2 Presentations and assessment workshop | Presentations in class Assessment 2: Due: 11:59PM Sunday (online submission) after break |
10 |
April 11 |
Individual factors that influence consumer behaviour. ' Self-concept and personality attitude and change. |
Brief Assessment 3 |
Mid Semester break April 14-20 | |||
11 |
April 25 |
External factors in consumer behaviour – reference groups, age and gender and lifestyle |
|
12 |
May 2 |
In store shopper behaviour legal and ethical considerations in marketing |
|
13 |
May 9 |
Organisation and consumer behaviour on social media platforms |
|
14 |
May 16 |
Consumer engagement journey, best practice and recommendations. |
|
15 |
May 23 |
Overview of consumer behaviour and Assessment 3 workshop |
Assessment 3: Due: 11:59PM Sunday (online submission) |
16 |
May 30 |
Finalisation of assessments / resubmissions |
|
17 |
June 6 |
Resubmissions |
Learning Resources
Prescribed Texts
References
Other Resources
Overview of Assessment
Assessment for this course is ongoing throughout the semester. Your knowledge and understanding of course content is assessed through participation in class exercises, oral presentations and through the application of learned skills and insights to your written tasks. Full assessment briefs will be provided and can be found on CANVAS.
Assessment Tasks
Assessment 1 Industry and product knowledge test
Summary and Purpose of Assessment
This assessment is one (1) of three (3) assessments to be completed in this cluster of units.
The purpose of this assessment is to assess your knowledge and ability to analyse consumer behaviour and profile the market. This will be done through a range of research and analytical tasks.
Assessment 2 - Opportunity analysis report
Summary and purpose of assessment
This is assessment task two (2) of three assessment tasks to be completed in this cluster of units.
In this assessment, you will be developing a market positioning strategy for a product/service that is currently in the marketplace. To do this you will need to research your chosen organisation, their consumers and the category. You will be required to present your findings to your teacher where you can seek feedback on your report. You will have the opportunity to use this feedback to amend your information where required.
Assessment 3 - Consumer Behaviour report
ummary and purpose of assessment
This is assessment task three (3) of three (3) assessment tasks to be completed in this cluster of units.
You will produce a report analysing consumer behaviour, based on a chosen retailer. To do this you will review the current marketing strategies, with attention to social media and recommend changes based on consumer behaviour knowledge you have found.
Assessment Matrix
The competency assessment map that maps all the assessment tasks is available on CANVAS
Submission Requirements
You should:
- Ensure that you submit assessments on or before the due date.
- 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 the Assessment task document that includes a declaration and statement of authorship.
- Each page of your assessment should include a footer with your name, student number, the title of the assessment, unit code and title and page numbers.
Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work
Where an extension of greater than seven days is needed, you must apply for Special Consideration. You must submit your application within five working days after your assessment date or due date.
More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration
Re-submissions (VE Programs):
If you are found to be unsuccessful (Not satisfactory/Unsatisfactory) in a Course Assessment Task you will be allowed one re-submission. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the re-submission.
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.
Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which assessment arrangements might be granted please access the following website:
Final Results
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.
The following grades are available for this course:
CA |
Competency Achieved |
NYC |
Not Yet Competent |
DNS |
Did Not Submit for Assessment |
Course Overview: Access Course Overview