Course Title: Analyse market data

Part B: Course Detail

Teaching Period: Term1 2009

Course Code: MKTG5773C

Course Title: Analyse market data

School: 350T Fashion & Textiles

Campus: Brunswick Campus

Program: C4219 - Certificate IV in Fashion and Textiles Merchandising

Course Contact : Yuping Li

Course Contact Phone: 9925 9145

Course Contact Email:yuping.li@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Nominal Hours: 60

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

LMTGN4019A

Course Description

This course covers analysis of market data to assist in targeting marketing activities and drawing up a marketing plan


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG403A Analyse market data

Element:

1.  Interpret trends and market developments

2.  Interpret competitor market performance

3.  Report on market data

Performance Criteria:

1.1 Statistical analysis of market data is used to interpret market trends and developments

1.2 Trends and developments are analysed for their potential impact on the business

1.3 Measures of central tendency / dispersion and correlations between sets of data are used for quantitative interpretation of comparative market data

1.4 Qualitative analysis of comparative market information is performed as a basis for reviewing business performance 


2.1 The market performance of existing and potential competitors and their products or services is analysed to identify potential opportunities or threats

2.2 Business performance is compared to that of competitors to identify market position


3.1 Data is prepared, plotted and interpreted for visual presentation

3.2 Visual presentation is assessed for potential problems, and corrective action taken if necessary

3.3 Report meets organisational requirements in terms of content, format and level of detail

3.4 Report is submitted within the required timeframe



Learning Outcomes



Details of Learning Activities

Lectures, class discussions, field trips and observations, secondary research, report writing and oral presentations.


Teaching Schedule

Week noContentsElementsAssessment tasks
1Assessments structure/format
Finalise teams
Mission statement/Code of Ethics and Behaviour
BUBMKG408A -1.1, 1.4
BUBMKG402A- 1.1, 1.2, 1.3
 
2Questionnaire DesignBUBMKG408A -1.2, 1.3, 2.1, 2.2, 2.3, 2.4, 4.2 
3Questionnaire Design
Confirm time/location of survey
BUBMKG408A -1.2, 1.3, 2.1, 2.2, 2.3,
2.4, 4.1, 4.2
Questionnaire design -10%
4Field workBUBMKG408A -3.1, 3.2, 3.3, 3.4, 4.3,
4.4, 4.5
 
5Field workBUBMKG408A -3.1, 3.2, 3.3, 3.4, 4.3,
4.4, 4.5
 
6Data analysis
Preparation for report & presentation
BUBMKG408A -5.1, 5.2, 5.3, 5.4, 5.5 
7Preparation time for
Report submission &
Oral Presentation
BUBMKG408A -6.1, 6.2, 6.3, 6.4, 6.5Data analysis report -20%
8Preparation of the Marketing Plan
Current Market situation
BUBMKG402A- 2.1, 2.2, 2.3, 2.4, 2.5
BUBMKG403A-1.1, 1.2, 1.3, 1.4, 2.1,
2.2
 
9Preparation of the Marketing Plan
SWOT and issues analysis
BUBMKG403A-3.1, 3.2, 3.3, 3.4
BSBCMN414A- 1.1, 1.2, 1.3, 1.4, 1.5
 
10Preparation of the Marketing Plan
Objectives
Marketing Strategies
BUBMKG402A- 1.1, 1.2, 1.3
BSBCMN414A -2.1, 2.2, 2.3, 3.1,
3.2, 4.1, 4.2, 4.3
 
11Preparation of the Marketing Plan
Action Program
Projected profit and loss statement/Budget
BUBMKG402A- 1.1, 1.2, 1.3
BSBCMN414A -2.1, 2.2, 2.3, 3.1,
3.2, 4.1, 4.2, 4.3
 
12Preparation of the marketing plan
Controls
Executive summary/table of contents
BUBMKG402A- 1.1, 1.2, 1.3
BSBCMN414A -2.1, 2.2, 2.3, 3.1,
3.2, 4.1, 4.2, 4.3
 
13Group to finalise Marketing plan contentsBUBMKG402A- 1.1, 1.2, 1.3
BSBCMN414A -2.1, 2.2, 2.3, 3.1,
3.2, 4.1, 4.2, 4.3
 
14Preparation of the marketing plan
Report format & structure
Time table for Oral presentations
BUBMKG402A- 1.1, 1.2, 1.3
BSBCMN414A -2.1, 2.2, 2.3, 3.1,
3.2, 4.1, 4.2, 4.3
 
15Preparation for Oral presentation
BUBMKG402A- 1.1, 1.2, 1.3
BSBCMN414A -2.1, 2.2, 2.3, 3.1,
3.2, 4.1, 4.2, 4.3
 
16Marketing Plan Due
Teachers available for consultation/oral presentation practice
BUBMKG402A- 1.1, 1.2, 1.3
BSBCMN414A -2.1, 2.2, 2.3, 3.1,
3.2, 4.1, 4.2, 4.3
Marketing plan -50%
17Oral presentation Oral presentation -20%
18Results  


Learning Resources

Prescribed Texts

Peter Rix: Marketing, a practical approach (6e), McGraw Hill,2007

10: 0-07-4717


References

Rag Trader Magazine Business Review Weekly, IBIS Industry databases


Other Resources


Overview of Assessment

Conduct consumer surveys, write a market research report.


Assessment Tasks

Clustered assessment tasks:

1. Questionnaire design: Design a questionnaire based on a TCF company’s information requirements -10%

2. Data analysis report: Collate survey data and write a report -20%

3. Marketing plan: Write a marketing plan for a specific product category - 50%

4. Oral presentation: Power point presentation to industry personnel -20%


Assessment Matrix

Clustered assessments
CompetencyQuestionnaire designData analysis/reportWritten marketing planOral presentation
BUBMKG402A                                             √                        √
BUBMKG403A                                            √                         √
BUBMKG408A                             √                                √                                          √                        √
BSBCMN414A                                             √                        √

Other Information

A TCF Company will be identified and a product category will be assigned to each student group. Students will be guided to design a questionnaire based on the company’s information requirements, a minimum of 50 respondents will be recruited for a consumer survey. The data from the surveys will be analysed by using computer softwares and a report will be produced for the company.


A marketing plan for the product category will be researched and produced, which will include both primary and secondary research information on market trends, competitors and external marketing environments. The company’s marketing practice and the product category’s performance will be evaluated and recommendations will be made to improve the company’s overall marketing performance and sales of the product category. A formal oral presentation will be made to the industry personnel at the end of the semester.

Course Overview: Access Course Overview