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

Name and Contact Details of All Other Relevant Staff

Tony Lorkin

Office: 9925 5486

Mobile: 0412 715 222


Nominal Hours: 50

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


Course Description

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

Performance Criteria:

1.1. Use statistical analysis of market data to interpret market trends and developments
1.2. Analyse market trends and developments for their potential impact on the business
1.3. Use measures of central tendency or dispersion and correlations between sets of data for quantitative interpretation of comparative market data
1.4. Perform qualitative analysis of comparative market information as a basis for reviewing business performance
1.5. Analyse the market performance of existing and potential competitors and their products or services, to identify potential opportunities or threats


2. Analyse qualitative results

Performance Criteria:

2.1. Analyse performance data from all areas of the business to determine success of marketing activities
2.2. Identify over-performing and under-performing products and services to be considered for redevelopment or withdrawal
2.3. Forecast existing and emerging market needs based on information available using forecasting techniques


3. Report on market data

Performance Criteria:

3.1. Prepare, plot and interpret data for visual presentation
3.2. Assess visual presentation for potential problems, and take any necessary corrective action
3.3. Report on analysis of market data to meet organisational requirements in terms of content, format, level of detail and scheduling

Learning Outcomes

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

Classroom activities

Work Integrated Learning Project

Teaching Schedule

1 Course Induction
• Course delivery and assessment details
• Course support documents
• Online learning environment including Blackboard
• Grading
• Plagiarism
• Appeals/Extensions
• Feedback/Privacy
• 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?


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 


Learning Resources

Prescribed Texts

No prescribed text. Research terms from Marketing Research by John Boyce, published by McGraw Hill


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

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.

Assignment 1


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.


Assignment 2

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
• Hypothesis
• 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.


Assignment 3


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.
You should:
• 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;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.


Assessment Matrix

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