Course Title: Conduct market research

Part B: Course Detail

Teaching Period: Term2 2014

Course Code: MKTG5830C

Course Title: Conduct market research

School: 650T TAFE Business

Campus: City Campus

Program: C4228 - Certificate IV in Marketing

Course Contact : Tim Wallis

Course Contact Phone: +61 3 9925 5423

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


Name and Contact Details of All Other Relevant Staff

Chris Lee

chris.lee@rmit.edu.au

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

None required

Course Description

This unit applies to non specialist market research personnel who have data and information gathering and analysis as a major part
of their role and who are required to conduct market research. These individuals may work in areas such as marketing, communications, strategic planning and organisational development.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG408B Conduct market research

Element:

4. Gather data and information from respondents

Performance Criteria:

4.1. Prepare and arrange resources for data gathering
4.2. Gather data and information using survey tools
4.3. Record data and information gathered in approved formats, in accordance with organisational procedures
4.4. Store and safeguard survey information and data in accordance with organisational procedures

Element:

5. Analyse research information

Performance Criteria:

5.1. Conduct checks on quality of data and information collected
5.2. Select appropriate techniques to summarise data and information
5.3. Design software files for entering data and information
5.4. Process data using a method appropriate to research design
5.5. Interpret and aggregate data and information including categorisation, to provide observations relevant to research objectives

Element:

6. Prepare research reports

Performance Criteria:

6.1. Collate and assess findings for relevance and usefulness to research objectives
6.2. Prepare research reports
6.3. Communicate research findings to relevant personnel and stakeholders in accordance with organisational procedures

Element:

1. Conduct desk research to gather background market information

Performance Criteria:

1.1. Conduct initial desk research using appropriate sources to gather background market information
1.2. Identify options for information collection and collation tools and methods
1.3. Determine and seek approval for reporting formats for market research documentation
1.4. Report initial research findings in approved formats in accordance with organisational procedures


 

Element:

2. Develop research methodology and objectives

Performance Criteria:

2.1. Develop hypotheses and research objectives for market research
2.2. Identify options for quantifying data
2.3. Identify market research methodology and determine, develop, test and amend required survey tools
2.4. Determine and test methods of data extraction, collation and analysis

Element:

3. Recruit respondents

Performance Criteria:

3.1. Interpret market research plans to identify potential respondents and their requirements
3.2. Identify respondents in line with research and organisational requirements
3.3. Recruit respondents in line with the agreed research methodology and organisational requirements


Learning Outcomes


This unit describes the performance outcomes, skills and knowledge required to conduct market research using interview and survey
methodologies (not specialist statistical design and analysis) and to report on findings.


Details of Learning Activities

A range of learning activities are planned for this course including self-paced and collaborative classroom based activities.
 

The self-paced activities will be delivered through various technology platforms and include your contribution to tutorial activities and interactive sessions.
The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.
 

We expect you to participate and contribute in all scheduled learning activities.
 


Teaching Schedule

 

Week Week Commencing Topics Assessment
1 7 Jul  (1) Course Induction
• Course delivery and assessment details
• Course support documents
• Online learning environment
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
• Where to get support
• Student responsibilities
(2) Pre-Training Review
• Includes skills analysis and Recognition of Prior Learning and Credit Transfers
(3) Introduction to the course
(Overview of marketing)
 
2 14 Jul The external marketing environment  
3 21 Jul

Product concepts (Goods & Services)

Price concepts

 
4 28 Jul

Place (marketing channels & logistics decisions)

Promotions mix

 
5 4 Aug Student consultation session - Assessment Task 1  
6 11 Aug

Segmenting, targeting and positioning

Assessment Task 1
Due in week 6
(Assessed tutorial exercises)
You will receive the feedback in week 8. If required, resubmission for this assessment is due by the end of week 9.
 
7 18 Aug

Consumer & business decision making
 

 
8 25 Aug Conduct market research#1  
  1 - 7 Sep Mid - Semester Break  
9 8 Sep Student consultation session - Assessment Task 2 - Part 1 Assessment Task 2 - Part 1
Due in week 10
(Major assignment)
You will receive the feedback in week 12. If required, resubmission for this assessment is due by the end of week 14
 
10 15 Sep Conduct market research#2  
11 22 Sep Conduct market research#3  
12 29 Sep Student consultation session - Assessment Task 2 - Part 2  
13 6 Oct

1. Final student consultation session
2. Major assignment due - Part 2
NB: Due date in the last class of week 13
3. Students to prepare for week 15 Assessment Task 3
 

Assessment Task 2 - Part 2
Due in week 13
(Major assignment)
You will receive the feedback in week 15. If required, resubmission for this assessment is due by the end of week 16
 
14 13 Oct  Assessment Feedback and Resubmissions #1  
15 20 Oct  Oral test/intrview or written test (TBA)  Assessment Task 3
 
16 27 Oct  Resubmissions #2   

This course is co-delivered and co-assessed with MKTG 5811C Establish and Adjust the Marketing Mix
 


Learning Resources

Prescribed Texts

Lamb, Hair, McDaniel, Gardiner (2013): MKTG2, 2nd Asia Pacific Edition, Cengage


References

• Rix Peter, R.,(2004): Marketing, A Practical Approach, 6thEd., McGraw-Hill Publishing.
• Kotler, Brown, Adam & Armstrong, (2004): Marketing, 6th Ed., Pearson Education Australia, Prentice Hall
• Summers, Gardiner, Lamb, Hair & McDaniel, (2005): Essentials of Marketing, 2nd Ed., Thomson.
 


Other Resources


Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.


Assessment Tasks

This course is co-delivered and co-assessed with MKTG 5811C Establish and Adjust the Marketing Mix
 

Students are required to complete 3 tasks. You must successfully complete all 3 tasks to be deemed competent in this unit.

Assessment Task 1 - Assessed set activities/eercises
Date handed out: Week 1
Date and time due: Week 6
Group or individual: Group

Purpose:
This assignment will allow you to demonstrate an understanding of how to establish and adjust the marketing mix 

Requirements:
You are required to research answers to a set of activities which analyses components of the marketing mix and basic market research apporaches . Maximum word limit for each question is 1,000 words (Minimum 500 words). Only include key points. All researched information must be referenced.

Assessment Task 2 - Research on set questions
Date handed out: Week 1
Date and time due: Week 10 (Part 1) & Week 13 (Part 2)
Group or individual: Group

Purpose:
This assignment will allow you to demonstrate an understanding of how to develop the marketing and promotional mix within an organization and how to conduct basic market research.

Requirements:
The second assessment tasks will require students to work in designated groups on a major assignment. Students will present their findings in a professionally prescribed written document. Much of this work will be undertaken both outside of class time and in the “Practical Sessions”. Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given.

Assessment Task 3 - Review and analysis of the marketing mix and conduct market research
Date handed out: Week 13
Date and time due: Week 15
Group or individual: Individual

Purpose:
This assignment will allow you to demonstrate the overall understanding of establisng and adjusting the marketing mix as well conducting market research .

Requirements:
The third assessment tasks will require students to undertake a written test or oral presentation. Students are to articulate their overall understanding of the course taught during the semester to be deemed competent. Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given
 


Assessment Matrix

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.

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.


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

Other Information

Submission requirements:
You are required to meet the following criteria for all assessments. Failure to do so may result in you being deemed not-yet-competent:

• Submit all assessment tasks online through blackboard, and include the RMIT e-submission declaration (see below).
• Ensure that you submit assessments on or before the due date.
• Retain a copy of your assessment tasks.


Electronic Submission
When submitting work online, you need to include the cover sheet supplied by your teacher. This includes the following declaration:

RMIT Electronic Submission of work for assessment
I declare that in submitting all work for this assessment I have read, understood and agree to the content and expectations of the assessment declaration.
(URL: http://www.rmit.edu.au/students/assessment/declaration)


Resubmissions
If you are found to be Not Yet Competent (NYC) in an Assessment Task you will be allowed one resubmission to demonstrate competence. 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”.

Late Submissions
Students are required to submit assessment items and/or ensure performance based assessment is completed by the due dates. If a student is to be prevented from submitting an assessment item on time, by circumstances outside their control, they may apply in advance to the teacher for an extension to the due date of up to seven calendar days. To be eligible for an extension, you must lodge the extension form availabile at the following link with your teacher: http://www.rmit.edu.au/students/assessment/extension

Where an extension of greater than seven days is needed, the student 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. More information on special consideration and how to apply can be found here: http://www.rmit.edu.au/students/specialconsideration

Final Date for All Assessments
No assessment tasks or resubmissions will be accepted after 5pm Friday, week 16.

Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. Information on circumstances under which the assessment arrangements might be granted can be found at the following website: http://www.rmit.edu.au/students/assessment/adjustment
 

Course Overview: Access Course Overview