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: timothy.wallis@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Elaine Holstein
elaine.holstein@rmit.edu.au
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
None
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 |
Element: |
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 |
Element: |
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 |
Element: |
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 |
Element: |
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
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Weekly Schedule MKTG7906C Plan Market Research (BSBMKG506) for Direct Marketing Activities semester 2 2016
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Week Number |
Date |
Topic |
Assessments |
Week 1 |
4th July |
Getting help Introduction to DM
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Week 2 |
11th July |
Introduction to Planning Market Research
Using MR to drive Marketing and specifically DM strategy
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Week 3 |
18th July |
A detailed look at Market Research - Exploring split cell testing a specific form of market research
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Week 4 |
25th July |
A detailed look at Completion of a MR brief why and how
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Week 5 |
1 August |
Planning and Testing The regulatory environment of marketing
Customer loyalty
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Week 6 |
8 August |
In class assessment 1 |
Assessment 1 Exploring Planning Market Research |
Week 7 |
16 Aug |
DM and relationship management
Mechanisms for customer management
Profiling the customer – DM meets MR
Differentiating between business and consumer
Using the above discussion we will explore MR with a closer look at strategy for DM and customer profiling
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Week 8 |
22 Aug |
Data – collection, usage, mining and management list generation
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Mid semester break 29 August – 2nd September |
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Week 9 |
5th Sept |
Creating the offer/creative development
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
Social networking twitter and Face book, instragram, pinterest etc.
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Week 11 |
19th Sept |
A detailed look at the DM options and executions
A detailed look at the DM options and executions
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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:
Examination of reporting styles/formats Briefing your agencies Information and formats
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Week 13 |
3rd Oct |
Managing key stakeholders in MR and DM
Completing the agency brief |
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Week 14 |
10th Oct |
Assessment consolidation |
Assessment 2 Part 2 MR for DM plan |
Week 15 |
17th Oct |
Assessment 2 group interviews |
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Week 16 |
24th Oct |
Resubmits |
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Learning Resources
Prescribed Texts
References
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
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.
Purpose:
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.
Requirements:
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.
Purpose:
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.
Requirements:
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: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf
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: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf
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: http://rmit.edu.au/browse;ID=7usdbki1fjf31
Course Overview: Access Course Overview