Course Title: Profile a retail market

Part B: Course Detail

Teaching Period: Term1 2017

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

Sue Robinson

Tues l Wed l Thurs

Contact via email.

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:


Analyse the components of the store image.


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


Promote the store image in an appropriate manner.


2. Research market demands for the store.

Performance Criteria:


Select an appropriate area for research of market demands.


Use appropriate market research techniques according to store policy.


Plan market research according to store policy and procedures.


Collect, analyse and present data in an appropriate way.


3. Profile the store’s customers.

Performance Criteria:


Research the demography of the stores customers.


Develop a demographic profile.


Access information about changing trends and relate to customer demeands.


4. Implement methods to attract customers to store.

Performance Criteria:


Access and analyse information about the customer.


Generate ideas to develop methods for attracting customers.


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


Present and discuss the idea with relevant personnel.


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 have developed and applied the skills and knowledge required to demonstrate your competency in the above elements, and understand the process of profiling a retail market.  This course covers reviewing retail markets through research, observation and analysing retail store images.


Activities may include

In class activities

Group discussions, class exercises, guest speakers, peer learning and assessment, lectures, films and videos, market research, review and revision.

Out of class activities

Site visits, analysis/critique of relevant reading material, independent research, online tutorials, postings and activities, live market research, review and revision.  Some learning activities will include directed learning. Directed learning refers to organised time that you undertake independently either as individuals or with colleagues.



Teaching Schedule

Semester 1 2017     Profile a Retail Market


Time: 8.30-10.30

Location: 94.01.006 (Building 94, Level 1, Lecture space 006)  

Note - The ground floor of building 94 is Level 2.






8.30 - 10.30am


Retail and Visual Merchandising.

Overview of Profile a Retail Market, course expectations and assessments.





Visual Merchandising (VM) Lifestyle's.


Exercise 1 presented - due Week 4.





No formal lecture – directed learning.





Who is my customer?

Submission of Exercise 1.

Assessment Task 1 (AT01) presented.





Market Research and Target Markets.

Discussion and questions re AT01.

Exercise 2.





The Store.

Discussion and questions re AT01.

Inclass exercise.





Site Visit Shopping Centre – TBC.

Chadstone / Emporium or Doncaster.





Promotions and Promotional Planners.

AT01 submitted.

AT02 presented.





No formal classes – directed learning.






AT02 Check in.


Semester Break




No formal lecture – directed learning.





Project Management.

Check In with AT02.





Directed learning.





Guest Speaker.





Current + Future Trends in Retail.

AT02 submitted.




Tutorials and Resubmissions.





Please note: Whilst your teacher will cover 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

The University Library has extensive resources.  The Library has produced a number of subject guides that includes quality online and print resources for your studies.

The Library provides guides and subject specialist help via your Liaison Librarian.

Visual Merchandising Subject Guide


Websites which may be useful are

  • Australian Retailers Association
  •  National Retail Association   
  • Australian Bureau of Statistics
  • Australian Bureau of Statistics (Small Business)
  • Shop, Distributive & Allied Employees Association

Books which may be helpful 

Morgan,T, 2011, Visual Merchandising: Window and instore displays for retail.

Bell, J & Ternus,K, 4th Edition. Silent Selling: Best Practices and Effective Strategies in Visual Merchandising.



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

Please note:

All assessment tasks need to be completed before competency is achieved.  A number of exercises will be formative to show your progress, development and application of skills and knowledge throughout the semester.  

To demonstrate competency in this course you will need to complete the following pieces of assessment to a satisfactory standard.  You will receive feedback from your teacher at the conclusion of each assessment task. 

All assessment task must be submitted electronically.  Files must be saved as a PDF and clearly labelled.

e.g.   AT01_SallyBrown_Team 1A_17

Files are emailed to me,  with an electronic copy of your populated submission sheet.  This will be discussed in our lectures. 


This course has 2 summative Assessment tasks.  Both are equally weighted.

Assessment Task 1 (AT01) - Market Research /100.  

You will research and analyse a current Australian retail brand, consider its market position, competitiors and investigate who there customers are.  You will conduct market research using an online tool.

Assessment Task 2 (AT02) - Promotional Planner /100. 

Following on from your Market Research into a particular Australian Brand, your will consider creative ideas for Promotions and events that will appeal to your target customer.  This will be outlined in a quarterly Promotional Plan.  


Once you have demonstrated competency you will receive a grade for the summative assessment tasks.

Graded Assessment in this course uses the following grades:

CHD      Competent with High Distinction

CDI       Competent with Distinction

CC        Competent with Credit

CAG      Competency Achieved

NYC      Not Yet Competent

DNS      Did Not Submit for Assessment


On time submission is an important factor in your assessment.  Employability skills are embedded in all course and these include planning, organising and self management.  For this reason, late work impacts on your overall grade for each assessment task.

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


Assessment Matrix

The assessment matrix demonstrates alignment of assessment tasks with the relevant unit of competency. For this course it is available through Program administration.

Other Information

Please refer to the RMIT student page for extensive information about study support, assessment, extensions, appeals and a range of other matters:



Cover Sheet for Submissions

You must complete and sign a submission cover sheet for every piece of submitted work, including online submissions.

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.


Your learning experience involves lectures, active peer discussions,  inclass activities and formative exercises, and guest speakers.  It is strongly advised that students attend all sessions in order to engage in the required learning activities, ensuring the maximum opportunity to gain competency.

Assessment Feedback

You will receive verbal and written feedback by your teacher on your work.  This feedback also includes suggestions on how you can proceed to the next stage of developing your projects.;ID=qwxbqbq739rl1

Student Progress

Monitoring academic progress is an important enabling and proactive strategy to assist you to achieve your learning potential.

Adjustments to Assessment (e.g. applying for an extension of time)

If you are unable to complete any piece of assessment satisfactory by the due date, you can choose to apply for an adjustment to your assessment.  RMIT University offers a range of adjustments designed to support you in your studies, including an application for an extension of time.

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

Credit Transfers and Recognition of Prior Learning

Credit transfer is the recognition of previously completed formal learning (an officially accredited qualification).  Recognition of Prior Learning (RPL) is an assessment process that allows you to demonstrate competence using the skills you have gained through experience in the workplace, voluntary work, informal or formal training or other life experiences.

Recognition of Current Competency (RCC).

RCC applies only if you have previously demonstrated competence in a unit of competency, and now require to be reassessed to ensure that the competence is being maintained.

Please speak to your teacher if you wish to discuss applying for Credit Transfer, RPL or RCC for the unit(s) of competency addressed in this course.

Academic Integrity and Plagiarism

RMIT University has a strict policy on plagiarism and academic integrity.  Please refer to website. For more information on this policy go to Academic Integrity;ID=kw02ylsd8z3n


Course Overview: Access Course Overview