Course Title: Identify and evaluate marketing opportunities

Part B: Course Detail

Teaching Period: Term2 2017

Course Code: MKTG7905C

Course Title: Identify and evaluate marketing opportunities

School: 650T Vocational Business Education

Campus: City Campus

Program: C5366 - Diploma of Marketing and Communication

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Claire Gourlay

Nominal Hours: 70

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 identify, evaluate and take advantage of marketing opportunities by analysing market data, distinguishing characteristics of possible markets and assessing viability of changes to operations.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG501 Identify and evaluate marketing opportunities


1. Identify marketing opportunities

Performance Criteria:

1.1 Analyse information on market and business needs to identify marketing opportunities

1.2 Research potential new markets and assess opportunities to enter, shape or influence each market, and the likely contribution to the business

1.3 Explore entrepreneurial, innovative approaches and creative ideas for their potential business application, and develop into potential marketing opportunities


2. Investigate marketing opportunities

Performance Criteria:

2.1 Identify and analyse opportunities in terms of their likely fit with organisational goals and capabilities

2.2 Evaluate each opportunity to determine its impact on current business and customer base

2.3 Use an assessment of external factors, costs, benefits, risks and opportunities to determine the financial viability of each marketing opportunity

2.4 Determine probable return on investment and potential competitors

2.5 Describe and rank marketing opportunities on their viability, and likely contribution to the business


3. Evaluate required changes to current operations

Performance Criteria:

3.1 Identify and document changes needed to current operations to take advantage of viable marketing opportunities

3.2 Ensure organisational changes to service an increased or different customer base including provision for continued quality of service to existing customers

3.3 Estimate resource requirements for changed operations

3.4 Determine and communicate viability of making changes to current operations to key stakeholders

3.5 Document newly identified marketing opportunities and required changes

Learning Outcomes

Students will learn the skills required to research identify opportunities in chosen markets. 

Details of Learning Activities

This course is co-delivered with Interpret Market trends and development 

A range of learning activities are planned for this course including self-paced and collaborative classroom based activities. The collaborative classroom based activities will include face-to-face workshops, practical computer exercises based on teacher handouts and online tasks.

We expect you to participate and contribute in all scheduled learning activities. Students should attend all sessions. Students will also be expected to undertake work on a small Web project and other activities for homework.


Teaching Schedule







Teacher, student introductions

Assessments and Feedback

Orientation programme.

Assessment Tasks



Brief all assessments and assessment overview


Assessment Tasks

Context and process

Research the market

-       Resources

-       What to look at

Research the consumer

-       Segments, needs

Research the business

-       Performance, shares, trends, brand health

Library presentation


Brief Assessment 2 in more details


Analyse the data.

-       What to look for

-       Statistical analysis

-       SWOT



Analyse the data  – central tendency and PESTLE.



Introduction to interpreting data  Pitstop 1

Assessment 2 pit stop 1


Interpreting data  cont’d



Assessment 1 in class test


Assessment 1


Creative thinking, Idea generation, Innovation management Matching opportunities, ideas and needs. Identifying the external factors impacting the idea. Revision for test.

Assessment 2 pitstop 2

Mid semester break


Pit stop 3 Ansoff and features and benefits of products and Maslow, Target market

Assessment 2 pit stop 3


Feasability and validation Pitstop 4

Assessment 2 pit stop 4


Consumer needs and organizational considerations



Name, promise and positioning 

Assessment 2 due in Sunday



The Pitch presentation

Brief Assessment 3


The Pitch presentation Workshop




Assessment 3 Due in class


Student Counselling and feedback.






Learning Resources

Prescribed Texts


Other Resources

Overview of Assessment


In order to achieve competency in this unit, you must provide:

Performance Evidence

Evidence of the ability to: 

  • identify and evaluate marketing opportunities to determine whether they can meet organisational objectives
  • document how current business operations need to be modified, and list resources required, to take advantage of newly identified and evaluated opportunities.


Knowledge Evidence

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

  • outline key provisions of relevant legislation, codes of practice and national standards affecting marketing operations
  • describe organisational marketing plan, structure, products and services
  • explain principles of marketing and marketing mix
  • describe statistical methods and techniques to evaluate marketing opportunities, including forecasting techniques.


Assessment Conditions


Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development – marketing field of work and include access to:

  • relevant legislation, regulations, standards and codes
  • relevant workplace documentation and resources
  • organisational strategic and marketing plans
  • case studies and, where possible, real situations.

Assessors must satisfy NVR/AQTF assessor requirements.


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.


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

This course is co-delivered and co-assessed with MKTG7932C Interpret trends and developments

Students must demonstrate an understanding of all elements of competency to be deemed competent.

 A range of assessment methods are used to assess practical skills and knowledge, 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 authenticated documents from the workplace or training environment
  • demonstration of techniques

There are 3 assessments for this course, students must be deemed competent in all assessments to be deemed competent in the course

Assessment 1

Assessment Task 1 – Interpreting trends and analysing data

Date handed out : Week 7

Date and time due:  Week 7 In class

Group or Individual: Individual



The purpose of this assessment is for students to demonstrate their understanding of interpreting market trends and forecasting


This assessment will cover Forecasting, measures of central tendency and interpreting trends and data analysis

Details of Assessment:

Students will complete an in class Quiz. They will have 1.5 hours to complete multiple choice and short answer questions.

This is a closed book assessment, however we will have completed similar questions in class.


Assessment 2

Assessment Task 2 – Evaluate and decide.

Date handed out:  Week One

Date and time due:  Week Twelve Sunday October 1 (plus 4 pitstop meetings)

Group or Individual: Groups of three. (You may be required to complete this assessment individually if you miss classes and workshops)                    


The purpose of this assessment is to apply the skills and knowledge to identify trends and evaluate and validate new opportunities, and to demonstrate the skill needed to clearly identify and describe the target market segment for each.


Students are to demonstrate their analysis skills by identifying possible marketing opportunities for a company.

  • Choose an Australian company (identify the industry) and choose 1 category they participate in.
  • Students are required to come up with 3 opportunities for the organisation.
  • Evaluate and validate their opportunities and prioritise them.
  • They are also to clearly define their target market segments and the needs of each that the opportunity will satisfy.
  • For this assessment a document of around 3000 words is required, as well as Pitstop meetings.

Pit stops –IMPORTANT information.

  • All Students will be required to upload work during class Pit stop meetings.
  • Participation in pit stops will form part of the final grade.
  • Students who do not attend at least 3 meetings (or do not fully participate) will be asked to attend an interview on this assessment in week 16.

Full details of this assessment are available in the Assessment guide on Blackboard and further discussed in class.


Assessment 3

Assessment Task 3 – Board meeting presentation.

Date handed out:  Week 1 (Briefed week 13)

Date and time due:  Week 15 (presentation to be uploaded on BB at least 24 hours before presentation)

Group or Individual: Group, Students may be graded individually



The objective is to persuade the board that the team has a viable business opportunity. There will be a question and answer session after each presentation. Students are also marked on their questions to other groups and as well as their answering of questions.


This presentation activity will be a role play of a board meeting. Students present their idea as outlined below and then the class (as the board) ask questions. The presentations will be in class, in week 15, in a sequence to be advised.


Details of Assessment:

 The presentation is based on a pitch to the board of your organisation to get them to finance your new idea.

 Students are to sell their chosen new product idea to the board and include the following

  • What your product is?
    • A visual, model or mock-up of the idea.
    • Brand, Logo packaging
    • What it is and does. (features and benefits) reason to buy
  • Positioning statement
  • Why you believe there is an opportunity
    • Research that led to the idea, gap in the market
  • How does it fit within the organisation

 The team is to make a presentation, with visuals, 5-7  minutes. All students must present.

Students will be graded on their Board presentation under a number of criteria outlined on the marking guide.


  • Pitch presentation skills - creativity
  • Quality of content
  • Teamwork
  • Questions and answers session to their own and other teams


Submission Requirements:

All Assessment tasks need to be submitted via Blackboard. Email submission will not be accepted. You should:

Ensure that you submit assessments on or before the due date. If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms is available at;ID=ls0ydfokry9rz website.

Always retain a copy of your assessment tasks. (hard copy and soft copy)

When you submit work for assessment at RMIT University you need to use a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of work for assessment is available on blackboard.  Late Submission ProceduresYou are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.More Information: 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. Form to use:  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. More Information:;ID=7usdbki1fjf31  


Resubmission Guide:  

Once a student has submitted an assessment task, a resubmission may be granted if deemed NYC. On resubmission, a student will not receive a grade higher than CAG (Competency achieved)

Marking Guide (competency): Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT). So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention. You need to demonstrate you are competent in each element of the unit of competency you are studying. You will receive feedback on each assessment task that will inform you whether you are competent or not and how well you are performing. Once competent in all elements of the unit you receive a competency grading. Please refer to the Final Grades table below.

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:

Adjustments to Assessment

If you are found to be Not Yet Competent 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”.

Resubmissions (VET Programs):

More Information:;ID=g43abm17hc9w (unresolved)

Form to use:

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. 

Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2, OHS2345C “Develop a workplace policy and practices for sustainability, Page 1 of 10.”

Marking Guide (Grading) After achieving competency we then grade your performance in the unit; this gives you the opportunity to have the level of your performance formally recognized against industry standards and employability skills. The grading is according to the following criteria:

1. LEVEL OF INDEPENDENCE, INITIATIVE, ENTERPRISE AND PERFORMANCE OF WORK TASK Students are expected to complete all tasks independently as specified in the assessment tasks requirements. Throughout the course students will have to demonstrate a deeper understanding of sustainability practices within an organisational framework and how planning a policy for sustainability can affect the business environment. Developing a sustainability policy requires a step-by-step approach in which students will define the aim and objectives, the scope, strategy and action plan of such policy. Throughout the course students will have to have engaged and shown initiative in applying such skills in different parts in the policy development process.

 2. DEMONSTRATED BREADTH OF UNDERPINNING KNOWLEDGE AND A WILLINGNESS TO CONTINUE LEARNING Students are expected to build upon the knowledge and skills gained throughout the course and apply them in the development process of the policy. It is expected that students will have researched different approaches to sustainability practices and are able to communicate and assess the effectiveness of a variety of policy approaches. Students are expected to demonstrate their ability to adopt and develop new sustainability practices through a process of continuous exploration of new approaches.

3. TECHNIQUES & PROCESSES, TECHNOLOGY SKILLS AND PROBLEM SOLVING As part of the policy development process students are expected to analyse sustainability challenges and develop a strategy and an action plan to address those challenges. Students will formulate solutions using industry best practices and benchmarks to qualify techniques and processes in their approach. Students are expected to qualify their chosen solutions to environmental challenges and demonstrate the process behind such solutions.

4. WORK ORGANISATION, PLANNING AND SELF MANAGEMENT As the unit is delivered in a ‘blended mode’, i.e. online and face-to-face students are expected to work on their tasks and self manage their workload accordingly. Students will need to plan their workflow guided by the BlackBoard portal and submit their completed tasks on time. It is expected that students will upload ‘work-in-progress’ files and have a backup plan for potential eventualities, such as file damage, accidental deletion, peer work unavailable, …etc.

5. COMMUNICATION, PEOPLE NETWORKING, LANGUAGE AND INTERPERSONAL SKILLS AND TEAMWORK As part of the assessment, students are required to present their policy with the aim for management adoption. Students will use their skills to influence the audience while communicating the benefit of their policy, how it was developed as a team approach and the overall value proposition of their policy.


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 on the assessments and regarding the application of the grading criteria will be provided by your teacher.

























































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































































Assessment Matrix


Other Information


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.

Course Overview: Access Course Overview