Course Title: Plan market research

Part B: Course Detail

Teaching Period: Term1 2013

Course Code: MKTG5835C

Course Title: Plan market research

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

Name and Contact Details of All Other Relevant Staff

Chirs Lee

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

None required

Course Description

This unit applies to individuals in a non market research organisation who conduct market research planning at a managerial level. While market research planning can be undertaken as part of a broader role, it does require a good general knowledge of market research principles and practices, and a detailed understanding of the organisation’s operations, objectives and the application of market research.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG506B Plan market research


1. Identify market research needs

Performance Criteria:

1.1.Communicate role of market research in enterprise operations to relevant personnel
1.2.Identify contribution of market research to enterprise activity
1.3.Analyse enterprise planning and performance documentation to determine research needs
1.4.Consult relevant personnel to determine research needs
1.5.Develop statement of market research needs


2. Define market research objectives

Performance Criteria:

2.1.Draft research objectives
2.2.Undertake preliminary project scoping
2.3.Consult with relevant personnel on draft research objectives to ensure relevant and useful information is gathered
2.4.Review and finalise draft objectives in light of scoping parameters


3. Define data gathering approaches

Performance Criteria:

3.1.Identify types of data required to inform objectives
3.2.Determine combinations of types of data to best inform objectives
3.3.Identify and evaluate suitable data gathering methods
3.4.Identify data sources
3.5.Quantify required data
3.6.Identify and evaluate suitable data processing methods
3.7.Make decisions in relation to data types, combinations, gathering methods, sources, quantities and processing methods


4. Develop market research plan

Performance Criteria:

4.1.Estimate resources and time lines required for market research projects
4.2.Determine feasibility of market research projects
4.3.Prepare market research plan for approval
4.4.Obtain approval to implement plan from appropriate personnel as required

Learning Outcomes

This unit describes the performance outcomes, skills and knowledge required to plan market research by identifying market research needs, defining market research objectives, identifying data gathering approaches and developing a market research plan.

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

Research report

WeekWeek CommencingTopicsAssessment
111 Feb((1) Pre-training review:
Familiarisation with:
• Program
• Services/facilities
• Other students
• Teacher(s)
• Where to get support
• Student responsibilities
• Course requirements
• Course support documents
• Pre-reading
• Blackboard
• Overview of assessment requirements
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
(2) Course Overview:
Role of marketing research
218 Feb Problem definition and the research process Students to have determined project team members
325 Feb The research brief 
44 Mar The research proposal 
511 Mar The research proposal Task 1a Due in the last class of week 5
(Assessed: Research brief to be submitted
618 MarExploratory research & secondary data


725 Mar Survey research #1


 Task 1b Due in the last class of week 7
(Assessed: Research proposal to be submitted)
 28 Mar - 3 Apr Mid-semester break 
71 AprSurvey research #1 
88 AprSurvey research #2 
915 Apr Observation 
1022 Apr Experimental research & test marketing 
1129 Apr Manage market research activity AND
Evaluate research process and findings
126 May Research report
1313 May Research report & student consultation session 
1420 May1. Final student consultation session
2. Research report due
NB: Due date: 18 May 2012 (Fri) 5.00pm
3. Students to prepare for oral test/interview

 Task 2 Due in the last class of week 14
(Assessed: Research report due)


1527 May Oral test/interview Assessment 3 - Week 15
163 Jun Assessment Feedback & Resubmissions 

Learning Resources

Prescribed Texts



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

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 (Due Date: Last class of week 5)
This assessment task will require students to complete their research brief. Students are to construct their brief from the perspective of their client.

TASK 1b (Due Date: Last class of week 7)
The second assessment tasks will require students to construct a research proposal/plan. The group must take a perspective that sees it as representing a research company. The proposal must contain a comprehensive plan that describes how your company intends to achieve the requirements that were specified in the research brief. 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

Assessment 2
TASK 2 (Due Date: Week 14)
The third assessment tasks will require students to write a short research report with special emphasis on the findings for the digital research, focus group and the survey. The report should also include suggestions and recommendations made to the client and a section of your report that evaluates the research process (evaluation of research process) which outlines the tasks that were undertaken with a description of whether they were problematic or completed successfully on-time.

Assessment 3
TASK 3 (Due Date: Week 15)
The fourth 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;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