Course Title: Profile the market
Part B: Course Detail
Teaching Period: Term1 2018
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: 350T Fashion & Textiles
Campus: Brunswick Campus
Program: C5336 - Diploma of Fashion Styling
Course Contact: Anni Juracich
Course Contact Phone: +61 3 9925 9236
Course Contact Email: anni.juracich@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Anni Juracich
anni.juracich@rmit.edu.au
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 cours
Course Description
In this course you will investigate how to identify and define target markets, looking at the attributes and behaviours of different groups within the market. This will help you to explore how to meet customer needs. You will use this knowledge to develop strategies to target these groups.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG401 Profile the market |
Element: |
1. Segment market |
Performance Criteria: |
1.1 Identify criteria for use in segmenting market in accordance with marketing plan |
Element: |
2. Identify target market |
Performance Criteria: |
2.1 Evaluate approaches to determining and describing total market for a product or service |
Element: |
3. Profile target audience |
Performance Criteria: |
3.1 Describe total market and selected market segments using a consumer profile |
Element: |
4. Develop positioning strategy |
Performance Criteria: |
4.1 Identify available positioning strategies and choose a strategy to meet marketing requirements and consumer profile |
Learning Outcomes
On successful completion of this course you will have developed and applied the skills and knowledge to demonstrate competency in the above elements within a fashion styling context.
Details of Learning Activities
Activities for this course are designed to foster peer learning, group discussion and problem solving skills in a simulated work environment where you will be encouraged to question and debate market concepts and customer identities. A range of individual and group based exercises are planned and may include practical workshops, tutorials and off campus research visits to retail outlets for you to explore different market levels and customer profiles. Follow up class exercises and discussions will be carried out to review and reflect on learning from these field trips.
Teaching Schedule
Topic/Week |
Content (brief overview) |
Activity |
Defining a Brand through visual imagery/ Week 1 - 4
|
Introduction to studying at RMIT Course overview WHS – Keeping work safe Introduction and Discussion of Assessment 1,2 & 3
Defining a Brand (name, typeface, pyramid etc) |
Learning Activities Discussing store research activity Brand imagery
Retail environment |
Brand Personality
|
Learning Activities Purpose of branding Discussion of how brands connect with their customers through the use imagery to show their personality/values |
|
Scope the Market
|
Learning Activities Excursion to businesses in Brunswick |
|
Market Categories and Levels/ Week 5 – 10
Mid Semester Break Week 8 29/03/16 – 4/04/18
|
VAMFF
|
Learning Activities Exploring different market levels through runway shows How are brands interacting with VAMFF |
Diversity of Market levels Formative Feedback on Asst 1
|
Learning Activities Exploring different market levels through store layouts Store research activity |
|
Scoping the Market – brand research field trip |
Learning Activities Fashion Categories discussion – brands branching out Marketing campaigns – identifying different messages through visual advertising |
|
Brand ‘s communicating with their customers
|
Learning Activity Visual branding activity continued |
|
Identifying Competitors Formative feedback on Assessment Task 2 |
Learning Activity Who is your competitor? Research an Australian brand – Luxe Deluxe |
|
Brand Awareness/ Weeks 11 - 15 |
Building a Customer profile (characteristics) |
Learning Activity Using customer characteristics to build a client profile Defining customers using demographics + psychographics |
Building a brand profile
|
Learning Activity
Discussing Luxe Deluxe research
Breaking down price points based on client profile |
|
Formative Feed back on Assessment Task 3 Garment description Strategies for different markets |
Learning Activity How is the language used a brand indicator |
|
Presentation of Assessment Task 3 |
Learning from your peers learning |
|
16 |
FEEDBACK REVIEW SESSIONS |
|
Learning Resources
Prescribed Texts
References
Other Resources
The University Library has extensive resources for Fashion and Textiles students. The Library has produced a number of subject guides that includes quality online and print resources for your studies Fashion and Textiles Library Guides including
•Fashion magazines
•Fashion Books
•Database (e.g. WGSN, Stylesight)
•library guides http://rmit.libguides.com/fashionstyling
The Library provides guides on academic referencing http://www.rmit.edu.au/library/referencing and subject specialist help via your Liaison Librarian Michelle Matheson michelle.matheson@rmit.edu.au (Brunswick)
Overview of Assessment
Assessment is ongoing throughout the course and has been designed to measure achievement of each element in a flexible manner. Assessment will incorporate a variety of methods including projects and assignments designed for students to demonstrate their ability to profile and tailor marketing to different segments. To successfully complete these course students must demonstrate competency in all elements as listed.
This course is assessed in accordance with competency-based assessment. All assessment tasks must be completed before competency can be achieved. Feedback will be provided throughout the semester on all assessment tasks.
Results for this course are delivered and assessed in accordance with Graded competency-based assessment are:
CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved - Graded
NYC Not Yet Competent
DNS Did Not Submit for Assessment
Students will be eligible for a graded result higher than Competency achieved only if work is submitted on time and competency has been demonstrated within the standard enrolment period and on the first assessment attempt. Units assessed as ‘not yet competent’ on a first assessment attempt and ‘competent’ on a second or subsequent attempt are to have results amended to competent but will not be eligible for grading. Students are advised that they may be asked to personally demonstrate their assessment work to confirm aspects of competency not evidenced in class or through assessments.
If you have a long term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or Equitable Learning Services if you would like to find out more.
https://www.rmit.edu.au/students/support-and-facilities/student-support/equitable-learning-services
Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions which are available for review online:
https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment
Other Information
Please refer to the RMIT student page for extensive information about study support, assessment, extensions, appeals and a range of other matters:
https://www.rmit.edu.au/students/support-and-facilities/student-support
Special consideration Policy (Late Submission)
All assessment tasks are required to be completed to a satisfactory level. If you are unable to complete any piece of assessment by the due date, you will need to apply for an extension. Please refer to the RMIT student essentials/assessment page.
https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment
Academic Integrity and Plagiarism –
RMIT University has a strict policy on plagiarism and academic integrity.
The following link provides important information on the following topics that relates to all courses: https://www.rmit.edu.au/students/student-essentials/rights-and-responsibilities/academic-integrity
• Student Feedback at RMIT
• Student Progress
• Special Consideration, appeals, and discipline
• Academic Integrity
• Student Progress Committee (SPC)
• Assessment Grades
• Classification of award
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.
Recognition of Current Competency (RCC) RCC applies only if you have previously successfully demonstrated competence in a unit of competency, and now require to be reassessed to ensure that the competence is being maintained.
Please speak to your teacher if you wish to discuss applying for Credit Transfer, RPL, or RCC for the unit(s) of competency addressed in this course.
https://www.rmit.edu.au/students/student-essentials/enrolment/apply-for-credit
Assessment Tasks
Assessment Task 1 Personal Branding - Due Week 8
In this assessment you will write a short report explaining how imagery on your business card aligns with your personal brand
Assessment Task 2 Essential Stylist Database Due Week 12
In this assessment you will begin to build a database of resource suppliers for a range of market levels.
Assessment Task 3 Brand Awareness - Due Week 15
In this assessment you will explore how to source and style a cohesive look using product from different brands.
Assessment Matrix
Unit title: Profile the Market | ||||
Assessment Task No. and Description |
Elements/PCs |
|||
Element 1 |
Element 2 |
Element 3 |
Element 4 |
|
1. Personal Branding
|
1.1, 1.2, 1.3, 1.5 |
|
|
4.1,4.2, 4.3 |
2. Essential Stylist Database |
1.3,1.4 |
2.2, 2.3 |
3.1, 3.5 |
4.1,4.2, 4.3 |
3 . Brand Awareness |
1.1, 1.2, 1.3, 1.5 |
2.1, 2.2, 2.3, 2.4 |
3.1, 3.2, 3.3, 3.4, 3.5 |
|
Other Information
Study and learning Support:
Study and Learning Centre (SLC) provides free learning and academic development advice to all RMIT students.
Services offered by SLC to support numeracy and literacy skills of the students are:
- Assignment writing, thesis writing and study skills advice
- Maths and science developmental support and advice
- English language development
Please refer https://www.rmit.edu.au/students/study-support/study-and-learning-centre to find more information about Study and Learning Support.
Course Overview: Access Course Overview