Course Title: Conduct market research

Part B: Course Detail

Teaching Period: Term1 2016

Course Code: MKTG7901C

Course Title: Conduct market research

School: 650T Vocational Business Education

Campus: City Campus

Program: C4360 - 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

CallSend SMSCall from mobileAdd to Skype You’ll need Skype CreditFree via Skype

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

Course Description

This unit describes the skills and knowledge required to conduct market research using interview and survey methodologies (excluding specialist statistical design and analysis) and report on findings.

It applies to individuals who undertake data and information gathering and analysis as a major part of their role and are required to conduct market research. These individuals often work in areas such as marketing, communications, strategic planning and organisational development.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG408 Conduct market research

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:

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:

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 agreed research methodology and organisational requirements
 

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:

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
 


Learning Outcomes


This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to conduct market research using interview and survey methodologies (excluding specialist statistical design and analysis) and 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 thought various technology platforms and include your contribution to wikis and discussion threads, reflective journals, quizzes 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.

Students will study concepts and applications pertaining to develop operational procedures in class sessions, using tutorial and prescribed exercises and assessment work.
We expect you to participate and contribute in all scheduled learning activities


Teaching Schedule


WeekDateTopic
18 Feb (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)
215 Feb The External marketing environment
322 Feb Product concepts (Goods & Services)
429 Feb Pricing Concepts
57 Mar Place/Distribution (marketing channel decisions)
614 Mar Promotions mix
721 Mar Student Consultation session - Assessment Task 1
 28 Mar Mon - 4th April 
 85 Apr Segmentation, Targeting & Positioning
911 Apr Conduct market research #1
1018 Apr Conduct market research #2
1125 Apr Conduct market research#3
122 May Student consultation session – Assessment Task 2
139 May Conduct market research (Field/Primary Research)
1416 May Assessment Task 3 Trial Test
1523 May Assessment Task 3 - Written Test
1630 May Feedback and Resubmissions


Learning Resources

Prescribed Texts


References


Other Resources


Overview of Assessment

This course is co-delivered and co-assessed with MKTG7886C Establish and Adjust the Marketing Mix

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

Evidence of the ability to:

  • develop and implement a market research survey tool
  • accurately record and securely store survey data in accordance with organisational procedures
  • utilise a range of methodologies to analyse market research information
  • document market research activities and findings in a research report.

Knowledge Evidence

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

  • identify key provisions of legislation, codes of practice and national standards relevant to marketing roles
  • outline relevant marketing communications concepts and processes
  • explain relevant market research principles and practices including:
    - data processing methods and data analysis techniques
    - design of samples
    - development and use of hypotheses
    - research reporting formats
    - roles and uses of qualitative and quantitative research
    - use of survey instruments
  • outline typical information contained in a market research report, as well as requirements of a house or other style manuals or protocols for written communication.

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.


Assessment Tasks

Assessment Outline

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

Assessment Task 1 - Assessed set activities/exercises
Date handed out: Week 1
Date and time due: Week 9 (17 Apr. Sun.11.59pm)
Group or individual: Group (3 - 4 Max)

Purpose:
This assessment will allow you to demonstrate an understanding of how to evaluate each component of the marketing mix, determine marketing mix for specific markets and monitor and adjust marketing mix.

Requirements:
You are required to research answers to a set of activities which analyses components of the marketing mix. Answer all 5 activities/exercises. Maximum word limit for each question is 1,000 words (minimum 500 words). Only include key points. Each activity/exercise must have it’s own reference section. Include a reference page.

Assessment Task 2 - Research on a business (Case study)
Date handed out: Week 2
Date and time due: Week 14 (22 May, Sun.11.59pm)
Group or individual: Group (3 - 4 Max)


Purpose:
This assignment will allow you to demonstrate an understanding of how to conduct desk research to gather background market information, develop research methodology and objectives, recruit respondents, gather data and information from respondents and analyse research information.

Requirements:
In groups of 3-4, students are to conduct primary field research based on the Toby Vel Madre case study. Word limit for this assignment is 3,000 to 5,000 words


Assessment Task 3 - Written Test

Date handed out: Week 15
Date and time due: Week 15
Group or individual: Individual

Purpose:
This assignment will allow you to demonstrate the overall understanding of determining evaluation of each component of the marketing mix, marketing mix for specific markets, monitor and adjust marketing mix, conduct desk research to gather background market information, develop research methodology and objectives, recruit respondents, gather data and information from respondents and analyse research information.

Requirements:
This assessment will require students to undertake a written test. Students must bring along a pen (blue or black ink only), pencil, ruler and rubber eraser. Only use pencil to answer section A & B.


Assessment Matrix

Submission Requirements
You should:
• Ensure that you submit assessments on or before the due date.
• Always retain a copy of your assessment tasks. (Hard copy and soft copy)
• When you submit work for assessment at RMIT University you need to use a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of each assessment task is available on blackboard.
• Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2,

Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.

More Information: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf

Where an extension of greater than seven days is needed, you 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: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf

Resubmissions (VET Programs):
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. 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”.
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.

Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:
More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31

Marking Guide (Competency):
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.

Marking Guide (Grading)
After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

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

Academic Integrity
Plagiarism
Plagiarism is a form of cheating in assessment and may occur in oral, written or visual presentations. It is the presentation of the work, idea or creation of another person, without appropriate referencing, as though it is your own.
The penalties for cheating in assessment are severe, whether the cheating involves plagiarism, fabrication, falsification of data, copyright infringement or some other method. Penalties can include charges of academic misconduct, cancellation of results and exclusion from your course. It is also a disciplinary offence for you to allow your work to be plagiarised by another student.

Referencing
RMIT Business produce their own referencing guidelines entitled Written reports and essays: guidelines for referencing and presentation in RMIT Business which all Business students should use.
RMIT Business referencing guidelines (RTF, 1,286 KB, 52 pages); A supporting Referencing website has been developed for the RMIT Business guidelines.You can find out more about Academic Integrity at RMIT’s Academic Integrity webpage

Group Assessment
A number of your assessments will rely upon group work. This is a critical part of your program as in the workplace you will be regularly required to work in a team environment. Teamwork is also one of the key employability skills for this qualification.

The key to being successful in group work is getting to know your classmates and finding out what they want to achieve. You should seek to find a team which shares your key interests and drivers.

If you are facing issues with your group, the key is to resolve them quickly well before assessments are due. If you need to you can seek support from your teacher.

Course Overview: Access Course Overview