Course Title: Plan market research

Part B: Course Detail

Teaching Period: Term2 2016

Course Code: MKTG7906C

Course Title: Plan market research

School: 650T Vocational Business Education

Campus: City Campus

Program: C5342 - Diploma of Marketing

Course Contact: Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Elaine Holstein

9925 5155

Nominal Hours: 50

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 skills and knowledge required to plan market research by identifying market research needs, defining market research objectives, identifying data gathering approaches and developing a market research plan.

It applies to individuals in a non-market research organisation who conduct market research planning at a managerial level.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG506 Plan market research


1. Identify market research needs

Performance Criteria:

1.1. Communicate role of market research in enterprise operations to relevant personnel

1.2.  Identify contribution of market research to enterprise activity

1.3.  Analyse enterprise planning and performance documentation to determine research needs

1.4.  Consult relevant personnel to determine research needs

1.5.   Develop statement of market research needs


2. Define market research objectives

Performance Criteria:

2.1. Draft research objectives

2.2.  Undertake preliminary project scoping

2.3.  Consult with relevant personnel on draft research objectives to ensure relevant and useful information is gathered

 2.4.   Review and finalise draft objectives in light of scoping parameters           


3. Define data gathering approaches

Performance Criteria:

3.1. Identify types of data required to inform objectives

3.2.  Determine combinations of types of data to best inform objectives

3.3.  Identify and evaluate suitable data gathering methods

3.4.  Identify data sources

3.5.  Quantify required data

3.6.  Identify and evaluate suitable data processing methods

 3.7.   Make decisions in relation to data types, combinations, gathering methods, sources, quantities and processing methods


4. Develop market research plan

Performance Criteria:

4.1. Estimate resources and time lines required for market research projects

4.2. Determine feasibility of market research projects         

4.3.  Prepare market research plan for approval

4.4.   Obtain approval to implement plan from appropriate personnel as required

Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to plan market research by identifying market research needs, defining market research objectives, identifying data gathering approaches and developing a market research plan.

Details of Learning Activities

 A range of in class activities, case studies and independent research are included as the learning activities for this course.

Teaching Schedule




Weekly Schedule

MKTG7906C Plan Market Research (BSBMKG506)

for Direct Marketing Activities semester 2 2016


Week Number




Week 1

4th July

  • Course requirements and support documents/resources
  • Course Blackboard access
  • Accuracy of enrolment
  • Assessment requirements/Cover Sheets
  • Reminder re Plagiarism/Appeals
  • Extensions/Resubmissions
  • Feedback in this course

Getting help

Introduction to DM

  • Definition
  • DM in the Marketing mix context
  • Types of DM (samples)
  • Ethics in direct marketing



Week 2

11th July


Introduction to Planning Market Research


Using MR to drive Marketing and specifically DM strategy



Week 3

18th July


A detailed look at Market Research - Exploring split cell testing a specific form of market research




Week 4

25th July

A detailed look at Completion of a MR brief why and how



Week 5

1 August


Planning and Testing

The regulatory environment of marketing

  • Detailed description of the DM planning structure and steps as well as an overview of the regulations that effect their marketing practise.


  • Students also examine the use of Use of control and universal holdout groups
  • Seed lists
  • In class regulations activity
  • acquisition/ retention new and existing customers.
  • Preparing appropriate objectives for a DM campaign

Customer loyalty



Week 6

8 August

In class assessment 1

Assessment 1

Exploring Planning Market Research

Week 7

16 Aug

DM and relationship management

  • Importance of customer management in a range of industries

Mechanisms for customer management


Profiling the customer – DM meets MR

  • Customer segmentation
  • What information do we need in getting to know our customers
  • Where might we find it – internal/external sources

Differentiating between business and consumer


Using the above discussion we will explore MR with a closer look at strategy for DM and customer profiling




Week 8

22 Aug

Data – collection, usage, mining and management list generation

  • Using customer data to drive a DM campaign and inform list selection
  • List management
  • List generation and management for small, medium and large industries, B2B and consumer





Mid semester break 29 August – 2nd September


Week 9

5th Sept

Creating the offer/creative development


  • Integrating information to develop the right offer at the right time with the right message through the right medium.

Integration with other communication channels as part of a holistic communications campaign – “through the line”.

Assessment 2 Part 1

Market Research for Planning a DM campaign

Week 10

12th Sept

A detailed look at the DM options and executions

  • SEO


Social networking twitter and Face book, instragram, pinterest etc.

  • Electronic -Internet and email,


Week 11

19th Sept

A detailed look at the DM options and executions

  • Mail
  • Print
  • Catalogues
  • Magazines, journals


A detailed look at the DM options and executions

  • Television, radio,
  • Mobile and telemarketing


Week 12

26th Sept

Research and measurement


Students explore a number of approaches to measuring the effectiveness/success of DM campaigns

Research and testing the offer:


  • Exploration of a range of research and measurement techniques and processes
  • Implementation Checklists
  • Performance tracking problems and management
  • Response and Fulfilment management

Examination of reporting styles/formats

Briefing your agencies

Information and formats



Week 13

3rd Oct

Managing key stakeholders in MR and DM


Completing the agency brief


Week 14

10th Oct

Assessment consolidation

Assessment 2 Part 2 MR for DM plan

Week 15

17th Oct

Assessment 2 group interviews


Week 16

24th Oct






Learning Resources

Prescribed Texts


Other Resources

Relevant resources will be provided to students throughout the semester.

Overview of Assessment

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

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 are being met.

Performance Evidence

Evidence of the ability to:

  • identify and define market research requirements in an organisation
  • develop a documented market research plan describing scope, objectives, time and budget for market research to be undertaken by an organisation.

Knowledge Evidence

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

  • outline key provisions of relevant legislation, codes of practice and national standards that affect aspects of business operations
  • explain market research principles and practices including:
    - data processing methods and data analysis techniques
    - project design within given budgets and other resource constraints
    - design of samples
    - development and use of hypotheses
    - role of research in enterprise development
    - roles and uses of qualitative and quantitative research
    - use of survey instruments
  • explain project planning principles and practices including for:
    - consultation and stakeholder involvement
    - development of timelines, budgets and other implementation plans
    - gaining approvals
    - needs analyses
    - scoping practices
  • list statistical methods and techniques.


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.

Assessment Tasks

Assessment Task 1 – Market Research in context  in class test

Date handed out:  Week 1

Date and time due:  During class week 6

Group or Individual: Individual.                 


This assignment will allow students to demonstrate an understanding of the key concepts in market research and why it is so important to the development of marketing and specifically direct marketing strategy.


During class time students will be presented with a case study, information and a series of questions.

Students are required to read and understand the information provided, then to answer a series of contextual questions that are designed to assess students’ grasp crucial market research concepts. A written answer sheet will be handed to the teacher at the end of the in class session. 


Assessment Task 2 – Plan Market research for direct marketing campaign

Date handed out:  Week 1

Date and time due:  Part 1 Week 8 (28th August: Sun.11.59pm.)

                                Part 2  Week 14 23:59 Sunday 16th October 2016

Group or Individual: Group of no more than 3.            


This assessment is designed to provide students with the opportunity to demonstrate skills in all the areas of planning and preparing a direct marketing campaign utilising market research information.


Students will assume the role of marketing consultant, in designated groups of 3 (maximum) they will work on a direct marketing problem that an organisation may face. This problem has a significant component and application for Market Research. Groups will need to research information and analysis required and prepare a marketing plan for the organisation/product/service that they have chosen. A suitable marketing planning approach will be discussed with students throughout the course. Much of this work will be undertaken both outside of class time and some during “Practical Sessions”.

To be deemed competent in this task students must prepare a comprehensive Direct Marketing plan


Assessment Matrix

Marking Guide (Competency):
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying. You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.

Marking Guide (Grading)
After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

Final Grades table:

CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – Graded
NYC Not Yet Competent
DNS Did Not Submit for assessment

Further information regarding the application of the grading criteria will be provided by your teacher.

Other Information

Late Submission Procedures

You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates. If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.

More Information:

Form to use:

Where an extension of greater than seven days is needed, you must apply for special consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.

More Information:;ID=g43abm17hc9w

Form to use:

Resubmissions (VET Programs):

If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.

If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.

Adjustments to Assessment

In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website More Information:;ID=7usdbki1fjf31

Course Overview: Access Course Overview