Part A: Course Overview

Program: C5400 Diploma of Business (Public Relations)

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)

MKTG7976C

City Campus

TAFE

525T Business & Enterprise

Face-to-Face or Internet

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

MKTG7976C

City Campus

TAFE

650T Vocational Business Education

Face-to-Face or Internet

 Term1 2021,
Term2 2021

Course Contact: Nick Reynolds

Course Contact Phone: +613 99250791

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



Course Description

This unit describes the performance outcomes, skills and knowledge required to analyse consumer behaviour to target marketing to specific markets and specific needs.

This unit is beneficial to people that need to analyse analyse consumer behaviour to examine factors that impact decisions to purchase products or services.

Pre-requisite Courses and Assumed Knowledge and Capabilities

None



National Competency Codes and Titles

National Element Code & Title:

BSBMKG419 Analyse consumer behaviour

Elements:

1. Confirm product or service market

2. Assess reasons for existing levels of consumer interest

3. Recommend focus of appeal for marketing strategies for product or service

Learning Outcomes

On successful completion of this course you will have developed and applied the skills and knowledge required to demonstrate competency in analysis of consumer behaviour with application to public relations.

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to:

  • Confirm product or service market
  • Assess reasons for existing levels of consumer interest
  • Recommend focus of appeal for marketing strategies for product or service.



Overview of Assessment

Assessment Methods

A range of assessment methods will be used to assess practical skills and knowledge. The following assessment methods will be used specifically to assess your abilities in analysing consumer behaviour:

  • Project management
  • Written reports supported by practical assignments or tasks for individual assessment
  • Observation of workplace practice supported by personal interviews
  • Practical display with personal interview, presentations or documentation
  • Case studies.

Performance Evidence

Evidence of the ability to:

  • analyse consumer behaviours
  • model consumer behaviour on alternative digital platforms
  • document and present findings and recommendations about marketing strategies that should be developed to influence consumers.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  •  outline relevant industry and product or service knowledge
  •  explain relevant marketing communication concepts and processes
  •  compare current digital channels relevant to the business and consumer against costs and benefits
  •  identify organisational structures, procedures and marketing objectives.

Assessment Conditions

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 received and use this information to improve your learning outcomes and final performance in the course are being met.

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing communications field of work and include access to:

  •  relevant legislation and regulations
  •  communications equipment and technology
  •  relevant workplace documentation and resources
  •  case studies or, where possible, real situations
  •  industry software packages and apps (where applicable).

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.