Course Title: Identify and evaluate marketing opportunities

Part B: Course Detail

Teaching Period: Term1 2014

Course Code: MKTG5832C

Course Title: Identify and evaluate marketing opportunities

School: 650T TAFE Business

Campus: City Campus

Program: C5281 - Diploma of Business (Public Relations)

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email:sally.parrott@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Emily Doig
emily.doig@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

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:

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
 

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


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

weekweek commencingtopic
110 Febidentify marketing opportunities
217 Febidea generation
324 Febstrategic maketing factors
43 marinnovation
510 marmarket analysis
6

17 mar

asssessment 1 due in class
724 marcreative entrepreneurial thinking part 1
831 marcreative entrepreneurial thinking part 2
97 apridea screening
1014 aprintro to presentations
1128 aprprofessionalism when presenting
125 mayassessment 2 due
1312 maycommunication and delivering your presentation
1419 mayassessment 3 due in class
1526 mayfeedback
162 junefeedback


Learning Resources

Prescribed Texts


References


Other Resources

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.
 


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 Make a presentation

Assessment 1 Case Study (due week 6)

Assessment 2 Research Report (due week 12)

Assessment 3 Presentation (due week 14)

 

More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements:
Format:
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: http://rmit.edu.au/browse;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 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. Cover sheets for submission of work is available from the Student forms website.
Resubmission
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.
 


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