Course Title: Profile a retail market

Part B: Course Detail

Teaching Period: Term1 2014

Course Code: MKTG5863C

Course Title: Profile a retail market

School: 320T Architecture & Design

Campus: City Campus

Program: C5325 - Diploma of Visual Merchandising

Course Contact: Sue Robinson

Course Contact Phone: +61 3 9925 4819

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Nominal Hours: 35

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


Course Description

This unit describes the performance outcomes, skills and knowledge required to profile a retail market.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

SIRXMPR001A Profile a retail market


1. Review the image of the store

Performance Criteria:

1.1.Analyse the components of the store image .

1.2.Access and analyse relevant store documentation in relation to store image.

1.3.Promote the store image in an appropriate manner.


2. Research market demands for the store.

Performance Criteria:

2.1.Select an appropriate area for research of market demands.

2.2.Use appropriate market research techniques according to store policy .

2.3.Plan market research according to store policy and procedures.

2.4.Collect, analyse and present data in an appropriate manner.


3. Profile the store’s customers.

Performance Criteria:

3.1.Research the demography of the store’s customers .

3.2.Develop a demographic profile .

3.3.Access information about changing trends and relate to customer demands .


4. Implement methods to attract customers to store.

Performance Criteria:

4.1.Access and analyse information about the customer.

4.2.Generate ideas to develop methods for attracting customers .

4.3.Select and develop a suitable idea in collaboration with others in the organisation.

4.4.Present and discuss the idea with relevant personnel .

4.5.Evaluate the idea to ensure that it meets the requirements for the target customers.

Learning Outcomes

On successful completion of this course, you will have developed and applied the skills and knowledge required to demonstrate your competency in the above elements.

Details of Learning Activities

On successful completion of this course you will be able to understand the principles of profiling a retail market. This course covers reviewing retail markets through research, observation and profiling retail stores and images.

Activities may include:
In class activities - Group discussions, class exercises, guest speakers, lectures.
Out of class activites - Site visits, analysis /critique of relevant reading material, online research.

Some learning activities will include directed learning. Directed learning refers to organised time that students undertake independently either as individuals or with colleagues.
On your timetable this competency is referred to as the course Profile a Retail Market.

Teaching Schedule

1Lecture l Overview + Expectations l Exercise 1
2Lecture l VM Today l Lifestyles l Assessment Task 1 presented.
3Lecture l Customers Needs Wants Desires l Exercise 1 submitted.
4Lecture l Directed Learning.
5Lecture l Brands + Image l Submit AT01
6Lecture l Arcade Walk - Exercise 2
7Lecture l The Store l AT02 presented.
8Lecture l Promotions l Exercise 2 submitted l Assessment task 3 presented.
9Lecture l Directed Learning.
10Lecture l Promotions l Part A AT03 submitted.
11Lecture l Shopping Centre Visit.
12Lecture l Trends.  AT02 submitted.
13Lecture l Guest Speaker TBC.
14Lecture l Directed Learning.
15Lecture lThe Future l AT03 Part B submitted.
16Tutorials + resubmissions.

Learning Resources

Prescribed Texts


Other Resources

RMIT will provide you with resources and books for learning in this course through online systems and access to specialised facilities and relevant software. You will also have access of the library resources.
Australian Retailers Association
Australian Bureau of Statistics
Shop, Distributive & Allied Employees Association

Morgan, T, 2008,Visual Merchandising: Window and In store Displays for Retail.

Overview of Assessment

Assessment is on-going throughout the course. Assessment will incorporate a range of methods to assess performance and the application of knowledge and skills and will include:
EXAMPLES may include
- Practical tasks, a major project.
- written and/or oral questioning and discussion to assess knowledge and understanding
- completion of an art journal and/or portfolio including personal reflection and feedback
- direct questioning combined with review of portfolios of evidence.

Please note: All Assessment tasks need to be completed before competency is achieved. A number of tasks will be formative to show your progress and development of skills and knowledge throughout the semester. The final task will be summative to provide a level of performance in addition to your competency.

The RMIT assessment charter summarises your responsibilities as a student as well as those of your teachers.

Assessment Tasks

To demonstrate competency in this course you need to complete each one of the following pieces of assessment to a satisfactory standard.
The assessment tasks in this course are a combination of team , working with a partner and an individual assessment task.


  • Exercise 1 + 2
  • Assessment Task 1


  • Assessment Task 2
  • Assessment Task 3 part A + B

HD - Competent with Distinction
CDI - Competent with Distinction
CC - Competent with Credit
CAG - Competency Achieved
NYC - Not Yet Competent
DNS - Did Not Submit for Assessment

Assessment Matrix

Pleaser refere to Assessment matrix on MyRMIT for this course.

Other Information


  • The major learning experience invloves attending lectures, involvement in inclass activities ensuring

Academic Intergrity and Plagerism

  • RMIT University has a strict policy on plagerism and academic integrity. Please refer to the website for more information on this policy.

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.

Cover Sheets for Submission

  • You must complete a submission cover sheet for every piece of work submitted.  This signed sheet acknowledges that you are aware of the plagiarism implications.

Course Overview: Access Course Overview