Course Title: Interpret market trends and developments

Part B: Course Detail

Teaching Period: Term2 2015

Course Code: MKTG5834C

Course Title: Interpret market trends and developments

School: 650T Vocational Business Education

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

Joseph Matthews

Mobile: 0409 431 380


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


3. Report on market data

Performance Criteria:

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3.1 Prepare, plot and interpret data for visual presentation<o:p></o:p>

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3.2.Assess visual presentation for potential problems, and take any necessary corrective action<o:p></o:p>

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<font face="Times New Roman">3.3. Report on analysis of market data to meet organisational requirements in terms of content, format, level of detail and scheduling<o:p></o:p></font>

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2. Analyse qualitative results

Performance Criteria:

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2.1. Analyse performance data from all areas of the business to determine success of marketing activities<o:p></o:p>

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2.2.Identify over-performing and under-performing products and services to be considered for redevelopment or withdrawal<o:p></o:p>

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<font face="Times New Roman">2.3. Forecast existing and emerging market needs based on information available using forecasting techniques<o:p></o:p></font>

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1. Interpret market trends and developments

Performance Criteria:

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1.1. Use statistical analysis of market data to interpret market trends and developments<o:p></o:p>

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1.2.Analyse market trends and developments for their potential impact on the business<o:p></o:p>

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1.3.Use measures of central tendency or dispersion and correlations between sets of data for quantitative interpretation of comparative market data<o:p></o:p>

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1.4.Perform qualitative analysis of comparative market information as a basis for reviewing business performance<o:p></o:p>

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<font face="Times New Roman">1.5. Analyse the market performance of existing and potential competitors and their products or services, to identify potential opportunities or threats<o:p></o:p></font>

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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 and classroom activities

Guest speakers

Workshop activities

Teaching Schedule

Week 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

Week 2. Business research requirements and maket analysis

Week 3. Research sources

Week 4 . ASSESSMENT TASK 1 (Test)

Week 5. Research workshop and skills practice

Week 6. Legal, ethical and cultural considerations in advertising research, Codes of Practice

Week 7. Research workshop and skills practice

Week 8. How to prepare a report for an organisational presentation

MID SEMESTER BREAK 1-5 september

Week 9. Advertsing research methods and concept testing. Assessment 2 due.

Week 10. Advertising research methods and concept testing

Week 11. Advertising research methods and concept testing

Week 12. How to make an effective presentation

Week 13. Workshop on finalising reports and presentations

Week 14. Work on presentations in class

Week 15. Presentations - Ass 3

Week 16. Interviews and assessment feedback

Learning Resources

Prescribed Texts

Marketing Research by John Boyce and 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 Interpret Market Trends and MKTG7823C / Co-ordinate advertising research are co-deliveed and co-assessed and timetabled together.

You must achieve competency in all three assessments to be deemed competent in these two courses.

Assessment 1: Test - Research terms and definitions

  • 10% (Individual)
  • Students will sit an online test on the topic of market research terms and definitions.
  • The terms will be further defined and discussed in class and students are encouraged to use the RMIT in-class resources (lecture slides) as a resource in preparing for the test.
  • This test will be held conducted during the scheduled class time

    • This assessment task is a ‘closed book’ test
    • This assessment task is assessed individually
    • The assessment task is worth 10% of the student’s total mark.

Note:  this test as it will be conducted and marked online.

Assessment 2: Market Trends Research Report

  • 40% (Individual)
  • Due Week 9

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<font size="3">Assessment 2: Prepare a Market Research Report and Advertising Research Brief<o:p></o:p></font>

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Students are required to select a product/service or business activity and prepare a market research report. The report will be used to determine organisational, product, and competitor business performance that assists in targeting marketing activities, and in drawing up a marketing plan and an advertising campaign. Students are also required to prepare an Advertising Research Brief based on the finding of the Research Report and planned advertising to test the campaign effectiveness and opportunities for improvement.<o:p></o:p>

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&middot;         This Assessment Task is due Week 9 after the break

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&middot;         This Assessment Task is worth 40% of the total grade<o:p></o:p>

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&middot;         This Assessment can be completed in pairs or as an individual<o:p></o:p>

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Assessment 3: Advertising Research Pilot, Report & Presentation

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<font size="3">Assessment Task 3 – Conduct Advertising Research, Prepare a Report and Present findings<o:p></o:p></font>

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<font size="3">Students are required to conduct primary research of advertising concept testing using the Advertising Research Brief completed in Assessment Task 2, prepare an Advertising Research Report on their findings and present a summary to the class.<o:p></o:p></font>

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<font size="3">&middot;</font>         <font size="3">This Assessment Task is due week 16<o:p></o:p></font>

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<font size="3">&middot;</font>         <font size="3">This Assessment Task is worth 50% of the total grade<o:p></o:p></font>

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<font size="3">&middot;</font>         <font size="3">This Assessment Task can be completed in groups of up to four people<o:p></o:p></font>

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More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements:
Work to be saved in a word doc or .pdf and uploaded to the assessment tab in your course blackboard shell by required date. Work sent by email will not be marked.
Work submitted after the deadline and without one of the forms below will not be accepted or marked.
Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to circumstances beyond your control, you must apply for an application of extension time BEFORE the due date:
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.
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 for extension time and special consideration can be found at:;ID=ls0ydfokry9rz.

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 also submit the Assessment record and Cover Sheet that includes a declaration and statement of authorship. You must complete and submit this sheet with all work you submit for assessment, whether individual or group work. Assessment Record and Cover sheets for each assessment will be in each course blackboard shells and distributed with your assessment.
It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by week 16.

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:
Form to use:
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:;ID=g43abm17hc9w
Form to use:
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”.

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:;ID=7usdbki1fjf31


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