Course Title: Analyse consumer behaviour

Part B: Course Detail

Teaching Period: Term1 2024

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

Jenny Beckman-Wong

 

jenny.beckman-wong@rmit.edu.au

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 Select target market according to task requirements and in consultation with required personnel 

1.2 Establish marketing objectives, organisational structure, and business and marketing plans according to task and organisational requirements 

1.3 Review existing marketing clients and external environment for gaps and opportunities 

1.4 Research and document marketing opportunities according to target market 

Element:

2. Evaluate reasons for existing levels of consumer interest

Performance Criteria:

2.1 Perform a market segmentation according to task requirements 

2.2 Identify relevant marketing factors for analysis of market segmentation according to task requirements 

2.3 Review market segments against identified marketing factors 

2.4 Identify opportunities for focus of marketing efforts 

Element:

3. Recommend marketing focus

Performance Criteria:

3.1 Analyse opportunities against marketing objectives 

3.2 Select preferred marketing opportunities in consultation with relevant personnel 

3.3 Document opportunities for presentation to management 

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

This is a co-delivered and clustered course combing: MKTG6108C Marketing Opportunities: BSBMKG431 Assess marketing opportunities (MKTG6108C) and BSBMKG435 Analyze consumer behavior (MKTG6106C)

The course and learning activities are structured to provide you with the optimum learning experience. A range of learning activities are provided during the semester and are designed to enhance learning and understanding of the topics.

You will participate in a combination of group and individual learning activities. These activities will be provided through classroom work time and additional learning activities will be provided to you to complete outside of the scheduled class time.

A range of in class activities, case studies and independent research is included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.

The learning activities will also include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.


Teaching Schedule

Week

Topics

Notes

 

Week 1 

Introduction to the course.

Introduction, library portal and writing Professional reports.

 Look at your Assessment tasks.

 

Week 2 

 Collecting and analyzing data -    Library presentation Database introduction, (using databases and ABS), Research for opportunities.

Group presentation on who is a Consumer? 10 min each. 

  

Week 3 

What is consumer behavior? Needs and motivations. Why does it matter?

Create a You tube video about a product. 

  

Week 4

 Organization structure, policy procedures and roles and responsibilities. 

Create a blog about SWOT and KPI’s

  

Week 5 

In class assessment.

Asst 1: Individual assessment Due: in class 3 hours; Open book.

  

 

One week break

 

 

Week 6

Elements of a Marketing plan and using trend analysis to find marketing opportunities.

Introduction to segmentation - What segmentation is? How we segment? Four bases for Segmentation. - Target market.

Brief on Assessment 2 - 

Customer personae.

  

Week 7

Consumer decision making and features and benefits.

 

  

Week 8 

Part IV: Assessment 2 Presentations and assessment workshop.

 Part IV: In-class PRESENTATION

 

  

Week 9

Assessment 2 Presentations and assessment workshop.

 Part IV: In-class PRESENTATION 

  

Week 10  

Individual factors that influence consumer behavior. ' Self-concept and personality attitude and change.

    

Week 11

In store shopper behavior legal and ethical considerations in marketing

Organization and consumer behavior on social media platforms.

Assessment 2 Due

  

Week 12

 

Consumer engagement journey, best practice and recommendations. 

Overview of consumer behavior and Assessment 3 workshop.

 

 Brief provided on Assessment 3  

Week 13

 

Submit Task 3 + Re-sit the Knowledge test, if needed.

 

Assessment 3 Due

  

Week 14

 Assessment 2 Presentations and assessment workshop.

 

  

Week 15 

Assessment 2 Presentations and assessment workshop.

 

  

Week 16

Re-submissions Task 2 and 3.

 

  

Week 17

Any Re-submissions of Assessment 3.

 

  

 Week 18

Any Re-submissions of Assessment 3.

 


Learning Resources

Prescribed Texts


References


Other Resources

All resources will be available in Canvas.


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

This is a co delivered and co assessed course Analyse Consumer Behaviour MKTG6106C and Assess Market Opportunities MKTG6108C.

Deatails of all Assessment tasks and detailed Learner instructions are provided in Canvas.  Assessments include:

1) Assessment 1  Industry and Product knowledge quiz

Due date in class Week 5, you will have 2 hours to complete this assessment

Summary and Purpose of Assessment

The purpose of this assessment is to assess your knowledge and ability to analyse consumer behaviour and assess marketing opportunities. This will be done through a range of research and analytical tasks.

You are required to conduct research and analyse your findings in order to complete the seven (7) questions provided.  Your teacher will provide you with three IBISworld industry databases to choose from. You will also be provided with three suburbs to use to complete the ABS questions.

This is an in class assessments, if do not pass or for whatever reason do not sit this test on the day will be required to sit it in week 16.      2) Assessment 2 Opportunity analysis report   Due date: Week 9 in class presentation and written report Sunday   Summary and purpose of assessment

In this assessment, you will be identifying and evaluating three different marketing opportunities according to task requirements for a product/service that is currently in the marketplace. To do this you will need to research a chosen organisation, their consumers and the category. You will be required to use a range of data collection and analysis tools to complete this assessment.

You will be required to present your marketing opportunity ideas to the assessor.

  3) Assessment 3 Consumer Behaviour report   Due Date: Week 15 Sunday midnight

Summary and purpose of assessment

This is assessment task three (3) of three 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 assessment maps for all the assessment is available on CANVAS.

Other Information

Submission Requirements

  • Ensure that you submit assessments on or before the due date.
  • Always retain backup copies of your assessment tasks.
  • 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.

 

Resubmissions (VET Programs)

If you are found to be unsuccessful (Not satisfactory/Unsatisfactory) in a Course Assessment Task you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.

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.

 

Penalties for Late Submission 

Late submissions of assignments without special consideration or extension will automatically be considered a re-submission (see above).

 

Extensions, Special Consideration and Adjustment to Assessments

Extensions:

Extensions are available for unforeseen circumstances of a short-term nature.

An application form must be submitted to the school at least one working day before the due date of the assessment, submitted to suzanne.bevacqua@rmit.edu.au

Extensions can be approved for a maximum of one week (seven calendar days) past the due date for an assessment. (Where students need an extension exceeding one week they must instead apply for special consideration.)

 

Special consideration:

Special consideration is available for unexpected circumstances outside students’ control. These include but are not limited to: unexpected short-term ill health, and unavoidable family, work, cultural or religious commitments.

An application for special consideration is made in advance of an assessment wherever possible but will normally be accepted within five working days after the assessment date

For more information, see the Special Consideration page of the RMIT website.

 

Adjustments to Assessment:

RMIT provides several adjustments to assessment for students experiencing ongoing or long-term circumstances. Find the right one for your circumstances here.

 

Changes to the Assessment Scheme

Where a change to assessment approved by the Dean/head of school changes an assessment due date, students will be given at least five working days’ notice of the new due date.

 

Feedback

You can expect to receive marks and feedback on in-course assessment work in time to improve your performance in related assessment tasks later in the course.

 

Academic Integrity and Misconduct

Students demonstrate academic integrity in their assessment practices by:

  • engaging with assessment activities in an honest way;
  • providing accountability for the authorship and originality of work submitted;
  • acknowledging the work of others and the re-use of original work.

Academic misconduct is addressed in accordance with the Student conduct policy

Assessment involving research with human participants, their information or their tissue, or animal subjects is carried out in accordance with the Staff ethics and integrity policy.

For further information see the Academic Integrity website.

 

Review and Appeal

A student may request a review of an assessment result or appeal a final course grade in accordance with the Conduct of assessment and appeals section of the Assessment Processes.

 

Grade Criteria

You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.

The following grades are available for this course.

Vocational education grades:

CA - Competency Achieved

NYC - Not Yet Competent

DNS - Did Not Submit for assessment

  Other Resources

Online learning materials and all relevant resources are available on Canvas and can be accessed by going into the RMIT website's Online Learning Hub.

The online learning materials listed include:

  • Course outlines
  • Power point Presentations
  • Supporting Reading material
  • Industry relevant articles
  • Activities.

Course Overview: Access Course Overview