Course Title: Manage market research

Part A: Course Overview

Program: C6145 Advanced Diploma of Marketing

Course Title: Manage market research

Portfolio: BUS Portfolio Office

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.

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG7913C

City Campus

TAFE

650T Vocational Business Education

Face-to-Face or Internet

Term1 2016,
Term2 2016

Course Contact: Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact Email: timothy.wallis@rmit.edu.au



Course Description

This unit describes the skills and knowledge required to prepare for, manage and evaluate market research projects across an organisation.

It applies to senior marketing professionals who are responsible for preparing market research plans for implementation, engaging external consultants, managing market research activity, and evaluating research processes and findings across an organisation.

Pre-requisite Courses and Assumed Knowledge and Capabilities

None



National Competency Codes and Titles

National Element Code & Title:

BSBMKG607 Manage market research

Elements:

1. Prepare market research plans for implementation

2. Engage external consultants or service providers

3. Manage market research activity

4. Evaluate research processes and findings


Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to prepare for, manage and evaluate market research projects across an organisation.


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

You must provide evidence of the ability to:

  • prepare a market research plan
  • develop specifications for research components, outsourced to external consultants as appropriate
  • manage market research activities in accordance with organisational market research policy and procedures
  • evaluate research processes and findings against relevant market research project plan and work plans
  • prepare and present a report on market research findings.

Knowledge Evidence

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

  • outline principles and practices of market research including:
    - data processing methods and data analysis techniques
    - project design to meet given budgets and other resource constraints
    - qualitative and quantitative research
    - design of samples
    - development and application of hypotheses
    - role of research in enterprise development
    - use of survey instruments
  • compare and contrast project management principles and practices, including:
    - consultation and stakeholder involvement
    - development of policies and procedures
    - methods of action to ensure performance
    - monitoring of timelines, budgets and other implementation plans
    - organisational procedures for engagement of consultants
  • provide an overview of key provisions of relevant legislation, codes of practice and national standards affecting marketing operations
  • discuss the impact of economic, social and industry directions, trends, and practices on marketing functions.

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.