Course Title: Profile a retail market

Part B: Course Detail

Teaching Period: Term2 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, peer learning and assessment, lectures, review and revision.
Out of class activites - Site visits, analysis /critique of relevant reading material, independent research, online tutorials and activities, live market research, review and revision.

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



Overview of  Visual Merchandising




VM Today - City Walk




VM Lifestyles

Assessment Task 1 (AT01) presented.



Directed Learning



Customer Needs l Wants l Desires.

Customer Profiles.




Complete AT01 and submit.

The Store.

AT02 presented.




Brand + Brand Image.

Market Research.



Directed Learning.


Check In Part A AT02.

Inclass activties.



Promotions l Promotional Planners

AT02 Part B presented.



Directed Learning.



Strip Site Exercise



Retail + Consumer Trends.


14 Directed Learning.


The Future l AT02 Part A +  B submitted.

16Tutorials + resubmissions.

Please note: Whilst your teacher willcover all the material in this schedule, the weekly order is subject to change, your teacher will keep you fully informed via your student email.

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.
Websites which may be helpful are
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

Assessment Tasks in tis course are either Formative or Summative. 

Formative tasks provide the basis for ongoing feedback and can be considered essential building blocks.


To demonstrate competency in the course you need to complete the Summative Assessments to a satisfactory standard.


  • Weekly exercises.

Summative /100

  • Assessment Task 1 - VM Lifestyles Presentation and Research  
  • Assessment Task 2  - Case Study of a Retail Brand  Part A + B

Competency based assessment

You will receive feedback with verbal and/or written evaluation of your progress within class time.

The submitted projects will be assessed with written feedback as well as a quality indicator that relates to separate components of the project and the overall outcome.

Assessment Grading: Your final level of assessment for this course will be graded as follows.

HD : High Distinction : 80 – 100

DI : Distinction 70 – 79

CR - Credit : 60 – 69

PA - Pass : 50 – 59

NN : Fail - 0 – 49

DNS : Did Not Submit all assignments for assessment.

Assessment Matrix

Please refer to the Assessment matrix on MyRMIT for this course.

Other Information

The major learning experience involves studio based exercises, demonstration and production. It is strongly advised that students attend all sessions in order to engage in the required learning activities, ensuring the maximum opportunity to gain the competency.

You will receive verbal and written feedback by teacher on your work. This feedback also includes suggestions on how you can proceed to the next stage of developing your projects.
Student feedback at RMIT :;ID=9pp3ic9obks7 (unresolved)

Student Progress:
Monitoring academic progress is an important enabling and proactive strategy to assist you to achieve your learning potential. Student progress policy :;ID=vj2g89cve4uj1 (unresolved)

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 following URL for extensions and special consideration.

When submitting work for assessment you are required to complete a declaration of authorship. This must be done for every summative assessment task. This statement acknowledges that you are aware of the plagiarism implications. For non-digital submission use the printed form provided.
For digital online submission please use e-Submission process. Information regarding the e-Submission process can be located e-submission

Academic Integrity and Plagiarism:
RMIT University has a strict policy on plagiarism and academic integrity. Please refer to the website for more information on this policy go to Academic Integrity :;ID=kw02ylsd8z3n (unresolved)

Course Overview: Access Course Overview