Course Title: Interpret market trends and developments
Part B: Course Detail
Teaching Period: Term2 2013
Course Code: MKTG5834C
Course Title: Interpret market trends and developments
School: 650T TAFE Business
Campus: City Campus
Program: C5226 - Diploma of Advertising
Course Contact : Sally Parrott
Course Contact Phone: +61 3 9925 5175
Course Contact Email:firstname.lastname@example.org
Name and Contact Details of All Other Relevant Staff
Office: 9925 5486
Mobile: 0412 715 222
Nominal Hours: 50
Pre-requisites and Co-requisites
This unit applies to marketing professionals who use statistical techniques to analyse organisational and competitor marketing performance, and to interpret new and emerging trends when forecasting future business needs. Information gathered is used to assist in developing an organisation’s marketing plan and to determine the current or potential future success of marketing strategies.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title:
BSBMKG507A Interpret market trends and developments
1. Interpret trends and market developments
1.1. Use statistical analysis of market data to interpret market trends and developments
2. Analyse qualitative results
2.1. Analyse performance data from all areas of the business to determine success of marketing activities
3. Report on market data
3.1. Prepare, plot and interpret data for visual presentation
This unit describes the performance outcomes, skills and knowledge required to conduct an analysis of market data in order to determine organisational and competitor business performance, and to prepare market and business forecasts that assist in targeting marketing activities and in drawing up a marketing plan.
Details of Learning Activities
Lectures, tutorial exercises and teacher one on one consultations
Work Integrated Learning Project
1 Course Induction
• Course delivery and assessment details
• Course support documents
• Online learning environment including Blackboard
• Submission requirements/Resubmission policy
• Where to get support
• Student responsibilities
• Use of Turnitin
2 Research methods in Advertising
3 How Focus Groups work for advertisement/ commercial testing
4 Research terms definitions
5 What elements go into research plan and trends research
6 How to structure a research plan and trends research
7 Research Terms Test IN CLASS TEST – 1 HOUR
8 What elements go into a research plan?
MID SEMESTER BREAK 2-9 September
9 How to structure a research plan for a focus group Assignment 2 due
10 Research trends report and plan
11 How to prepare a report for a organizational presentation
12 How to make a winning presentation
13 Report elements to cover both a written and visual presentation
14 In class presentations by pre-designated pairs 10 PPT presentation and report
15 In class reviews
16 Assignment resits if necessary
No prescribed text. Research terms from Marketing Research by John Boyce, published by McGraw Hill
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.
MKTG5834C Inbterpret market trends and MKTG7823C Co-ordinate Advertisign research are co-delivered, co-assessed and are timetabled accordingly.
There are three assessments and compeetency MUST be achieved in all thre to be deemed competent.
TEST: RESEARCH TERMS AND DEFINITIONS
Students will sit a 60 minute test and give hypothetical or real examples (approximately 25 words) of 20 primary research terms used in the disciplines of both marketing and more specifically, advertising research.
The test paper, with a brief definition of each of the terms, will be handed out in class in week 2 and 5 of the terms will be further defined and discussed in class leading up to week 7 when a closed book test will be held.
This test will be held in week 7 of the semester during the Friday timetabled class from 9.30 am for group AD1A and 1.30 pm for group AD1B.
REPORT: RESEARCH TRENDS REPORT AND FOCUS GROUP PLAN
Students will split into pairs and carryout qualitative and quantitative Research from both secondary and primary (Desk Top survey) sources from a client brief called Yoganics, map market place trends and summarize their findings and use this information as the basis for a research plan.
The research exercise will examine trends in Yoga and Yoga wear over the past 10 years and extend those trend lines to suggest consumer reactions and preferences for Yoga wear 5 years into the future.
The research exercise will cover:
• Participation rates of people practising Yoga (age groups and genda)
• The mental, physical health and fitness perceptions of people practising Yoga.
• Lifestyle attributes, needs and perceptions of people practising Yoga
• Yoga wear trends over the 15 years of the research exercise
• The link (if any) of Yoga wear to general current/likely fashion trends
Apart from general description covering trend findings, the report will feature a series of trend graphs covering the 15 years of the exercise.
The research exercise will be the Part A of a report and the plan, Part B.
Student pairs will come up with a Research Plan for a Focus Group from a Client Brief provided. This plan will offer your research recommendations to a WIL project client called Yoganics based on the issues from the brief.
The plan will culminate in a document covering the following elements:
• Statement of the client issues
• Pilot Study (Desk Top research), respondents profile and sample size
• Data collection methods
• Data collection sources
• Project timeframe
• Proposed outcome summary
This plan is due in week 10 and must be uploaded to blackboard shell as well as handed in as a hard copy document professionally presented.
PROPOSAL REPORT AND PRESENTATION
Remaining in pairs students will come up with at least 5 different brand positioning line concepts to accompany the Yoganics brand name and logo and organise an at least 6 to 10 person Focus Group that best represents the target market for the Yoganics product.
Students will design a Focus Group survey questionnaire and test each of the 5 concepts on their Focus Group, record the results and summarize their findings in a report, then produce a 10 PowerPoint presentation to present their findings in class.
The report (professionally presented) and the presentation are due week 14. The report must be uploaded to the blackboard shell in Week 14 every individual student must upload even if in a team.
NOTE: Professionally presented means spiral bound, colour and themed.
More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements: All assessment tasks need to be submitted via Blackboard.
• Ensure that you submit assessments on or before the due date. If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms is available at http://rmit.edu.au/browse;ID=ls0ydfokry9rz website.
• 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 work for assessment is available from the Student forms website.
• 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, OHS2345C Ensure safe workplace, Page 1 of 10.
Full details on how this course is assessed against the Unit elements and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher.
Course Overview: Access Course Overview