Course Title: Identify and evaluate marketing opportunities

Part B: Course Detail

Teaching Period: Term1 2013

Course Code: MKTG5832C

Course Title: Identify and evaluate marketing opportunities

School: 650T TAFE Business

Campus: City Campus

Program: C5229 - Diploma of 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: 70

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 individuals working in senior marketing management roles who, together with a marketing team, identify, investigate and evaluate marketing opportunities to determine whether they meet organisational and marketing objectives. Based on this evaluation, changes to current business operations can be determined to take advantage of marketing opportunities.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG501B Identify and evaluate marketing opportunities

Element:

1. Identify marketing opportunities

Performance Criteria:

1.1.Analyse information on market and business needs to identify marketing opportunities
1.2.Research potential new markets and assess opportunities to enter, shape or influence the market
in terms of likely contribution to the business
1.3.Explore entrepreneurial, innovative approaches and creative ideas for their potential business application, and develop into potential marketing opportunities

Element:

2. Investigate marketing opportunities

Performance Criteria:

2.1.Identify and analyse opportunities in terms of their likely fit with organisational goals and capabilities
2.2.Evaluate each opportunity to determine its impact on current business and customer base
2.3.Use an assessment of external factors, costs, benefits, risks and opportunities to determine the financial viability of each marketing opportunity
2.4.Determine probable return on investment and potential competitors
2.5.Describe and rank marketing opportunities in terms of their viability and likely contribution to the business

Element:

3. Evaluate required changes to current operations

Performance Criteria:

3.1.Identify and document changes needed to current operations to take advantage of viable marketing
opportunities
3.2.Ensure organisational changes to service an increased or different customer base include provision
for continued quality of service to existing customers
3.3.Estimate resource requirements for changed operations
3.4.Determine and communicate viability of making changes to current operations to key stakeholders
3.5.Document newly identified marketing opportunities and required changes


Learning Outcomes


This unit describes the performance outcomes, skills and knowledge required to identify, evaluate and take advantage of marketing opportunities by analysing market data, distinguishing the characteristics of possible markets and assessing the viability of changes to operations.


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 CommencingTopicsAssessment
111 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) Course Overview
 
218 Feb Company’s position in the market place 
325 FebAnalyse strategic marketing factors#1 
44 MarAnalyse strategic marketing factors#2 
511 Mar Market analysis
Interpret market trends and market developments                                                            
 
618 Mar Marketing information & market research
(Identifying marketing opportunities)
 Assessment Task 1a
Due in last class of 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
725 Mar Creative thinking techniques 
 28 Mar - 3 Apr Mid-Semester Break 
71 Apr Creative thinking techniques 
88 Apr Marketing information & market research
(Evaluating marketing opportunities)
 
915 Apr Market Targeting & strategies 
1022 Apr Marketing budget 
1129 Apr Implementation, operations structure &
test marketing
 Assessment Task 1b Due in last class of week 11
(Student learning outcomes journal)
You will receive the feedback in week 13. If required, resubmission for this assessment is due by the end of week 14
126 May Student consultation session#1 
1313 May 1. Final student consultation session
2. Major assignment due
NB: Due in last class of Week 13
3. Students to prepare for oral presentation and oral test
 Assessment Task 2 Due in last class of week 13
(Major assignment)
1420 May Oral presentation – Non assessed Non-assessed task
1527 May Oral test/interview Assessment Task 3
163 Jun Assessment Feedback & Resubmissions 
    


Learning Resources

Prescribed Texts

TBA


References

•Monger, B. (2007); marketing in black and white, 1st ed., Pearson Education, Australia
•Reed, P. (2006): Strategic Marketing Planning, 2nd ed., Thomson
•Walker, Mullins, Boyd, Larreche (2006); Marketing Strategy, 5th ed., McGraw-Hill
•Healy, G. (2004); Strategic Marketing Analysis, 1st 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 MKTG5834C Interpret Market Trends And Developments

 

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

1. Clear instructions about what the students need to do

Assessment 1
TASK 1a & 1b (Due Dates: Last class of Week 6 & 11 respectively)
These assessment tasks will require students to complete set tutorial activities/exercises to reflect on their learning on learned concepts/principles taught.

Assessment 2
TASK 2 (Due Date: Last class of week 13)
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

Non-Assessed Task
(Due Date: End of week 14)
This is a non-assessed task. Students are required to present their major assignment orally (oral presentation)

Assessment 3
TASK 3 (Due Date: Week 15)
The third assessment tasks will require students to present themselves in a face-to-face test/interview 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

 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 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.


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