Course Title: Plan market research

Part B: Course Detail

Teaching Period: Term2 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

Claire Gourlay

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


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


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


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

Week             Week Commencing            Topics                                                                                                                                   Assessment
18 Jul(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
215 Jul Problem definition and the research process


322 Jul Market Research Roles and Responsibilities 
429 JulThe Research Brief/Exploratory Research Quiz 1 
55 AugThe Research Brief Objectives and scoping 
612 AugTypes of Data - Secondary vs. Primary
719 Aug Data Gathering Techniques - types of surveys Quiz 2


Assessment 1 Due
826 AugSurvey Research – Pros and cons of different techniques
 2 - 6 Sep Mid-semester break 
99 SepResearch Plans – Budgets and Feasibility 
1016 SepResearch Plans and Proposals - Timelines Quiz 3 
1123 SepSampling techniques and options 
1230 SepLegal and ethical issues in research                  Assessment 2 Due
137 OctLegal and ethical Issues cont’d Quiz 4 
1414 OctReview and wrap up


1521 Oct In class testAssessment 3 – In class test
1628 Oct 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.

Assessment 1 - TASK 1 (Due Date: Week 7)
This assessment task will require students to complete their research brief. Students are to construct their brief from the perspective of their client. 

Assessment 2 - TASK 2 (Due Date: Week 12)
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 3 -TASK 3 (Due Date: Week 15)
In class test 1 hour – This will be a short answer test that will be based on questions from the 4 quizzes throughout the semester.

Assessment tasks must 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 on blackboard.
• 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

Marking Guide (competency):
Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT). So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention.

You need to demonstrate you are competent in each element of the unit of competency you are studying.

You will receive feedback on each assessment task that will inform you whether you are competent or not and how well you are performing. Once competent in all elements of the unit you receive a competency grading.

Please refer to the Final Grades table below.

Marking Guide (Grading)
After achieving competency we then grade your performance in the unit; this gives you the opportunity to have the level of your performance formally recognized against industry standards and employability skills.

Final Grades table:

CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – Graded
NYC Not Yet Competent
DNS Did Not Submit for assessment

Further information regarding the application of the grading criteria will be provided by your teacher.

Course Overview: Access Course Overview