Part A: Course Overview

Program: C4413 Certificate IV in Marketing and Communication

Course Title: Analyse consumer behaviour

Portfolio: Vocational Education

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.

Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG6106C

City Campus

TAFE

525T Business & Enterprise

Face-to-Face

 Term1 2022,
Term2 2022,
Term1 2023,
Term2 2023,
Term1 2024,
Term2 2024,
Term1 2025

Flexible Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG6106C

City Campus

TAFE

525T Business & Enterprise

Face-to-Face

 VE 2022 (MC4F)

Course Contact: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

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



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.

Pre-requisite Courses and Assumed Knowledge and Capabilities

None



National Competency Codes and Titles

National Element Code & Title:

BSBMKG435 Analyse consumer behaviour

Elements:

1. Evaluate drivers of consumer behaviour

2. Evaluate reasons for existing levels of consumer interest

3. Recommend marketing focus

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.


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.