Harvest Education Technical College
CRICOS No: 03243A
COURSE OUTLINE
Course Topic: Introduction to Marketing
Campus Location: Suite 9, Block A, 3 Zamia Street, Sunnybank, QLD 4109
Contact Details: (Email) info@hetc.com.au (Phone) 07 3344 1922
Number of available contact hours: 100 hours.
Course topics include:
Unit Code
BSBMKG402B
BS503B
Unit Name
Analyse consumer behaviour for specific markets
Marketing principles
Learning Facilitations
Lecture notes, usually in a PowerPoint format, are designed to explain theoretical
concepts and frameworks. Tutorials are designed to teach and assist students with
practical implementations of the theories learnt in lecture notes.
All learning materials such as lecture notes will be given to students in week 1. The
lecture notes provided are merely a basic and brief overview of the topic; students
need to read the extra readings or text books to enhance their understanding.
Tutorial homework exercises will be assigned to every student on a weekly basis.
Some exercises are handouts from tutors and some are from end of chapter questions
in the text book. Exercises provide students with an opportunity to practice what
they have learnt in theory and gain sufficient knowledge and practical experiences.
The exercise might come in the forms of multiple choice, short answers or/and essays.
One-on-one Mentoring:
Every lecturer or tutor will have consultation hours where the students can inquire
about the course or any of their other course related concerns. Students can contact
them through emails or face to face online conferencing or telephone calls.
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Harvest Education Technical College
CRICOS No: 03243A
Course Description, Objectives and Topics
BSBMKG402B
Unit descriptor
Application of the unit
Analyse consumer behaviour for specific markets
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 applies to individuals working in a marketing team who need to
analyse consumer behaviour to examine the factors that impact on decisions
to purchase products or services. Having thoroughly analysed consumer
attitudes and behaviour, recommendations can be made on marketing
strategies to increase consumption of the product or service being marketed.
This unit analyses consumer behaviour in greater detail than
BSBMKG401B Profile the market, which covers more generic profiling,
targeting, and positioning strategy development and planning.
Element of
competency
1. Confirm product
or service market
This unit is relevant to individuals working within a variety of marketing
communications occupational roles including advertising, public relations,
direct marketing, promotional marketing or personal selling roles.
Performance criteria
1.1. Gather information on the market or market segment for a product
or service in accordance with the marketing plan
1.2. Identify consumer attributes for the market or market segment
from the market profile or existing customer data
1.3. Identify and test features of the product or service in accordance
with the marketing plan
2. Assess the reasons
for existing levels of
consumer interest
2.1. Investigate consumer need for the product or service through
analysis of trends and past performance
2.2. Review past marketing or positioning of a product or service in
relation to the effectiveness of its focus of appeal
2.3. Assess, test and estimate the impact of individual, social and
lifestyle influences on consumer behaviour for a product or service
2.4. Analyse consumer responses to previous marketing
communications
2.5. Assess organisational behaviour capability to respond quickly to
consumer demand for products or services in accordance with the
marketing plan
3. Recommend a
focus of appeal for
marketing strategies for
a product or service
3.1. Ensure marketing strategies address innate and acquired needs of
consumers and appeal to the motives that influence decision
making
3.2. Present a rationale for the focus of appeal that outlines how
influences on consumer behaviour will be used to target effective
marketing strategies
3.3. Ensure the focus of appeal meets legal and ethical obligations and
the budgetary requirements of the marketing plan
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Harvest Education Technical College
CRICOS No: 03243A
BS503B
Module purpose
Marketing principles
The purpose of this module is to provide the participant with the
knowledge and skills to develop a marketing strategy and prepare a
marketing audit.
Learning Outcome
Assessment criteria
1. Discuss the role of
marketing in an
organisation, in Australian
society and in a global
context.
1.1 Define marketing and explain the role and functions of a marketer.
1.2 Describe the role of marketing in Australian society and in a global
context.
1.3 Describe the relationship between an organisation’s strategic plan
and its marketing plan.
1.4 Identify major current and emerging issues which should be
considered by marketers in developing marketing strategies.
2. Explain the application of
the marketing concept to
an organisation and the
components of the
marketing process.
2.1 Explain the relevance of consumer behavior to marketing.
2.2 Describe the basic foundations of marketing and their relevance to
consumers.
2.3 Compare the concepts under which organisations may conduct their
marketing activities.
2.4 Discuss the components of the external and internal environments
which affect the way in which marketing strategy is developed.
2.5 Describe the cycle of activities which constitute the marketing
process.
3. Assess the need for
marketing information and
develop a research plan in
relation to an identified
product.
3.1 Describe the concept of the marketing information system and major
sources of information.
3.2 Outline the steps in the market research process.
3.3 Develop a research plan in relation to an identified product, ensuring
that feasibility and costs are considered.
4. Explain products
strategies and tactics and
the product life cycle in
relationship to marketing
strategy.
4.1 Explain types of products and the significance of product attributes
to marketing.
4.2 Classify products in order to assist the development of marketing
strategy.
4.3 Analyse the influences on the range of decisions which can be made
in developing and marketing an individual product.
4.4 Explain the phases of product life cycle and its place in marketing
strategy.
5.1 Identify and describe internal and external factors which affect
pricing decisions.
5.2 Compare the major approaches to pricing and the situations to which
they are most relevant.
5.3 Explain how price-adjustment strategies are used for different types
of customers and in specific situations.
6.1 Identify the types of decisions which are made in managing
marketing logistics.
6.2 Explain the reasons for using marketing channels and the nature of
marketing channels.
6.3 Compare the services offered by different types of retailers and
wholesalers and their
7.1 Identify the media options available to marketers in the areas of
advertising, public relations, personal selling and sales promotion.
7.2 Explain how these options can be used to target particular markets.
7.3 Identify a range of internal and external bodies which regulate the
advertising media.
7.4 Use the marketing communication process to evaluate and select the
most appropriate media for an identified marketing strategy.
5. Explain pricing tactics in
relationship to marketing
strategy.
6. Explain distribution and
logistics strategies and
tactics in relationship to
marketing strategy.
7. Evaluate advertising,
public relations, personal
selling and sales
promotional tactical
options in relationship to
an identified marketing
strategy.
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Harvest Education Technical College
CRICOS No: 03243A
BS503B
Module purpose
Learning Outcome
Marketing principles
The purpose of this module is to provide the participant with the
knowledge and skills to develop a marketing strategy and prepare a
marketing audit.
Assessment criteria
8. Prepare a marketing audit. 8.1 Review an organisation’s strategic plan to identify its fit between
organisational goals and marketing objectives.
8.2 Analyse the organisation’s macro-external, micro-external and
internal environment to identify its opportunities and capabilities.
8.3 Review current target markets, market positioning, marketing
strategies, tactics and activities to determine areas for improvement.
8.4 Recommend a plan of action to improve the organisation’s
marketing performance.
Assessments
Type of
Assessment
Group
Assignment
Group Marketing
Presentation
Final Exam
Weighting
(Out of 100%)
35%
15%
50%
Assessment Details:
Students will need to pass every assessment to be able to pass the entire course.
Group Assignment: Students need to get into a group of three or four people.
Students need to choose a product or service and write a marketing plan on it. Word
limit: 4000 words. The marketing plan needs to have the following content and
headings:
Executive Summary (5%)
External/Internal Situational Analysis (SWOT/PESTL) (10%)
Objectives (10%)
Target Market(s) (10%)
Marketing Strategies (25%)
Evaluation and Control (25%)
Implementation and Schedule (25%)
Conclusions and Recommendations (25%)
Presentation of Report (10%)
Group Marketing Presentation: Students need to propose the previously written
marketing plan to the rest of the class. This is a 15 minutes oral presentation. Students
are expected to use visual aids during this presentation.
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Harvest Education Technical College
CRICOS No: 03243A
Final Exam: This is a closed book exam. It aims to assess the student’s overall
understanding of all topics.
Learning Materials
Prescribed Textbook
Author
Publisher
Marketing. (2nd Ed)
(2012)
Elliott, G.,
Rundle-Thiele, S.,
and Waller, D.
Robbins S,
Bergman R, Staff I
and Coulter M.
John Wiley & Sons, Australia.
Foundations of
Management – Australian
Edition
Other Materials:
Prentice Hall
Lecture readings, Case Studies, Video files and other handouts.
Academic Misconduct
All assessment must be completed by the student ethically and honestly.
 All work must be done by the individual and involve no plagiarism.
 The student must not cheat or copy other student’s work.
 Work can not be copied and falsified in assignments and any other assessments.
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