Course Title: Analyse consumer behaviour
Part B: Course Detail
Teaching Period: Term1 2023
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,
- What assessments are due
| Week | Date | Topic | Assessment |
| Week 1 | Feb 6 |
Introduction to the course | |
| Week 2 | Feb 13 | What is consumer behaviour? Needs and motivations. Why does it matter? | |
| Week 3 | Feb 20 | Collecting and analysing data - Library presentation Database introduction, (using databases and ABS), Research for opportunities. | |
| Week 4 | Feb 27 | Organisation structure, policy procedures and roles and responsibilities | |
| Week 5 | Mar 6 | In class assessment | Assessment 1: Individual assessment Due: in class |
| Week 6 | Mar 13 | Elements of a Marketing plan and using trend analysis to find marketing opportunities. | Brief Assessment 2 |
| Week 7 | Mar 20 | Introduction to segmentation - What segmentation is? How we segment? Four bases for Segmentation. - Target market | |
| Week 8 | Mar 27 | Consumer decision making and features and benefits | |
| Week 9 | Apr 3 | Assessment 2 Presentations and assessment workshop |
Assessment 2: Presentations in class Tuesday Report Due: 11:59PM Sunday (online submission) |
| Mid Semester Break | |||
| Week 10 | Apr 17 | Individual factors that influence consumer behaviour. ' Self-concept and personality attitude and change. | Brief Assessment 3 |
| Week 11 | Apr 24 | External factors in consumer behaviour – reference groups, age and gender and lifestyle | |
| Week 12 | May 1 | In store shopper behaviour legal and ethical considerations in marketing | |
| Week 13 | May 8 | Organisation and consumer behaviour on social media platforms | |
| Week 14 | May 15 | Consumer engagement journey, best practice and recommendations. | |
| Week 15 | May 22 | Overview of consumer behaviour and Assessment 3 workshop |
Assessment 3: Due: 11:59PM Sunday (online submission) |
| Week 16 | May 29 | Finalisation of assessments / 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 MKTG6108C.
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 assessmentIn 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 midnightSummary 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:
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