Course Title: Identify and evaluate marketing opportunities

Part B: Course Detail

Teaching Period: Term2 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

Name and Contact Details of All Other Relevant Staff

Fiona McQueen
Ph:  9925 1612

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


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


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


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


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
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

This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.

Teaching Schedule

Week 1 - 7 July
Course Induction

Week 2 - 14 July
Position in market place.

Week 3 - 21 July
Analyse strategic marketing factors

Week 4 - 28 July
Innovation and creativity in marketing

Week 5 - 4 August
Audiences and stakeholders

Week 6 - 11 August
Market analysis - interpret market trends and market developments

Week 7 - 18 August
Marketing information and market research

Week 8 -  25 August
Creative thinking techniques

1 - 5 September Mid semester break

Week 9 - 8 September
Market targeting and strategies

Week 10 - 15 September
Assessment work

Week 11 - 22 September
Implementation, operations and structure

Week 12 - 29 September
Marketing budget

Week 13 - 6 October
Student consultation

Week 14 - 13 October
Assessment work

Week 15 - 20 October

Week 16 - 27 October

Week 17 - 3 November
No classes - Resubmissions only

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

This course is codelivered with COMM 5928C Make a presentation


Assessment Tasks

Task 1 – Case study report - Individual (Due week 6)

Working individually, students are required to complete a report on a relevant case study and identify how the organisation used innovative and creative practices in line with key marketing practices in the delivery of new products and services.

The report must be 1000 words in total.

A template will be provided to follow.

Task 2 – Marketing proposal report - Group(Due week 10)

Working in groups of NO MORE THAN 4, students are to prepare a Marketing Proposal for a well-known brand of their choice to launch a new a product or service.

Students are to employ key learnings in identifying gaps in market, issues with products or services and opportunities in the chosen market.

The proposal must be 3000 words.

Task 3 – Presentation – Group - (Due in class Week 15)

Working in the same group as assessment 2, students are to prepare and present information on their marketing idea for their chosen organisation.

Students will be assessed on a combination of content, ability to clearly explain their marketing concept along with presentation style, including visual aides, structure, voice projection, pace and pitch, poise and eye contact with the audience.


Each presentation/assessment must include:
a) visual aides (presentation slides – minimum 10)
b) Presentation plan – clear description of what you are presenting about and what you hope to achieve from the presentation.



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