Course Title: Analyse consumer behaviour

Part B: Course Detail

Teaching Period: Term1 2022

Course Code: MKTG6106C

Course Title: Analyse consumer behaviour

School: 525T Business & Enterprise

Campus: City Campus

Program: C4413 - Certificate IV in Marketing and Communication

Course Contact: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

Course Contact Email: nick.reynolds@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Claire Gourlay

Claire.gourlay@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 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


This unit describes the performance outcomes, skills and knowledge required  to analyse consumer behaviour to examine factors that impact decisions to purchase products or services.


Details of Learning Activities

This course is structures 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

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,
  • When assessments are due

This is a co delivered and co assessed course Analyse Consumer Behaviour MKTG6106C and Assess Market Opportunities MKTG7937C.

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) 

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

All resources will be available in Canvas.


Overview of Assessment

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

In order to achieve competency in this unit, you must provide:


Performance Evidence

The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:

  • analyse the behaviour of two different consumer types.


Knowledge Evidence

The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:

  • industry, product and service knowledge for analysis of consumer behaviour
  • marketing communication concepts and processes
  • current digital channels relevant to the business and consumer
  • objectives of marketing strategy including:
  • addressing innate and acquired needs of consumers
  • appealing to motives that influence decision-making
  • organisational structures, procedures and marketing objectives.


Feedback

Feedback will be provided throughout the semester in class and/or online discussions.  You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.


Assessment Tasks

This is a co delivered and co assessed course Analyse Consumer Behaviour MKTG6106C and Assess Market Opportunities MKTG7937C.

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.      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.

  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.   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 footer with your name, student number, the title of the assessment, unit code and title and page numbers. 

Other Information

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.  Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.


More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration


Resubmissions: 

If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) 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.



Adjustments to Assessment  

In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website: 

https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment


Marking Guide (Competency): 

Feedback on your assignment and your results will be released via the rubric on Canvas. Assessment tasks will receive the following outcomes:

Satisfactory

Not Satisfactory

DNS (Did not Submit)

There are 3 assessments for this course, students must be deemed satisfactory i n all 3 assessments to be competent in this course.

Course grades will be given as:

CA (Competency Achieved)

NYC (Not Yet Competent)

DNS (Did not submit)


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.  

Further information regarding the application of the grading criteria will be provided by your teacher.

Course Overview: Access Course Overview