Course Title: Conduct market research

Part B: Course Detail

Teaching Period: Term1 2009

Course Code: MKTG5774C

Course Title: Conduct market research

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: 80

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 specifies the outcomes required to implement all aspects of a market research plan (with the exception of specialist statistical design and analysis).  It involves conducting research, developing survey tools, recruiting respondents, gathering data and information from respondents, analysing research information, and preparing research reports.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG408A Conduct market research

Element:

1.  Conduct desk research

2.  Develop survey tools

3.  Recruit respondents

4.  Gather data and information from respondents

5.  Analyse research information

6.  Prepare research reports

Performance Criteria:


1.1 Desk research sources are identified

1.2 Information collection and collation tools and methods are drafted, tested and amended as required

1.3 Reporting formats are determined

1.4 Desk research is conducted

1.5 Information is reported in approved formats


2.1 Hypotheses are developed for testing

2.2 Options are developed for quantification

2.3 Survey tools are drafted

2.4 Survey tools are tested and amended as required

2.5 Methods of data and information extraction and collation are determined and tested


3.1 Market research plans are interpreted to specify respondent requirements

3.2 Potential respondents are identified in line with research and organisational requirements

3.3 Respondent recruitment is effected


4.1 Facility and equipment for data gathering are arranged and prepared

4.2 Survey tools are prepared

4.3 Information and data are gathered using survey tools

4.4 Information is reported in approved formats

4.5 Survey tools are stored and safeguarded 

5.1 Check is made of the quality of data and information collected

5.2 Appropriate techniques to summarise data and information are selected, according to research requirements

5.3 Software files for the entering of data and information are designed

5.4 Data is processed using a method appropriate to the research task

5.5 Interpretation and aggregation of data and information is carried out including categorisation to provide observations relevant to research objectives

6.1 Observations are interpreted and aggregated to provide findings in a format suitable for interpretation, dissemination and decision-making

6.2 Findings are assessed for relevance and usefulness to research objectives

6.3 Final structure of reports are determined

6.4 Research reports are prepared

6.5 Research findings are communicated to relevant personnel



Learning Outcomes



Details of Learning Activities

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


Teaching Schedule

Week NumberContentsElementsAssessment 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 Design

BUBMKG408A -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, 4.2Questionnaire 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 presentationBUBMKG402A- 1.1, 1.2, 1.3
BSBCMN414A -2.1, 2.2, 2.3, 3.1, 3.2, 4.1, 4.2, 4.3
 
1616 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%
177Pral presentations
Oral presentation -10%
18Results  


Learning Resources

Prescribed Texts

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

10: 0-07-4717


References


Other Resources

Rag Trader Magazine Business Review Weekly, IBIS Industry databases


Overview of Assessment

Develop questionnaires, conduct surveys, write 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 report/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