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 no	Contents	Elements	Assessment tasks
1	Assessments structure/format Finalise teams Mission statement/Code of Ethics and Behaviour	BUBMKG408A -1.1, 1.4 BUBMKG402A- 1.1, 1.2, 1.3
2	Questionnaire Design	BUBMKG408A -1.2, 1.3, 2.1, 2.2, 2.3, 2.4, 4.2
3	Questionnaire 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%
4	Field work	BUBMKG408A -3.1, 3.2, 3.3, 3.4, 4.3, 4.4, 4.5
5	Field work	BUBMKG408A -3.1, 3.2, 3.3, 3.4, 4.3, 4.4, 4.5
6	Data analysis Preparation for report & presentation	BUBMKG408A -5.1, 5.2, 5.3, 5.4, 5.5
7	Preparation time for Report submission & Oral Presentation	BUBMKG408A -6.1, 6.2, 6.3, 6.4, 6.5	Data analysis report -20%
8	Preparation 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
9	Preparation 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
10	Preparation 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
11	Preparation 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
12	Preparation 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
13	Group to finalise Marketing plan 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
14	Preparation 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
15	Preparation 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
16	Marketing 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%
17	Oral presentation		Oral presentation -20%
18	Results

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

Competency	Questionnaire design	Data analysis/report	Written marketing plan	Oral 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.

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