Course Title: Identify and evaluate marketing opportunities

Part B: Course Detail

Teaching Period: Term1 2015

Course Code: MKTG5832C

Course Title: Identify and evaluate marketing opportunities

School: 650T Vocational Business Education

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

Doug Bell

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. Plan and document presentation approach and intended outcomes
1.2. Choose presentation strategies , format and delivery methods that match the characteristics of the target audience, location, resources and personnel needed
1.3. Select presentation aids , materials and techniques that suit the format and purpose of the presentation, and will enhance audience understanding of key concepts and central ideas
1.4. Brief others involved in the presentation on their roles/responsibilities within the presentation
1.5. Select techniques to evaluate presentation effectiveness


2. Investigate marketing opportunities

Performance Criteria:

2.1. Explain and discuss desired outcomes of the presentation with the target audience
2.2. Use presentation aids, materials and examples to support target audience understanding of key concepts and central ideas
2.3. Monitor non-verbal and verbal communication of participants to promote attainment of presentation outcomes
2.4. Use persuasive communication techniques to secure audience interest
2.5. Provide opportunities for participants to seek clarification on central ideas and concepts, and adjust the presentation to meet participant needs and preferences
2.6. Summarise key concepts and ideas at strategic points to facilitate participant understanding


3. Evaluate required changes to current operations

Performance Criteria:

.1. Implement techniques to review the effectiveness of the presentation
3.2. Seek and discuss reactions to the presentation from participants or from key personnel involved in the presentation
3.3. Utilise feedback from the audience or from key personnel involved in the presentation to make changes to central ideas presented

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 One.

Course Induction
• Course delivery and assessment details
• Grading
• Plagiarism
• Appeals, Extensions, Feedback
• Privacy
• Submission requirements, Resubmission policy
• Student responsibilities
Pre-Training Review
• Includes skills analysis and Recognition of Prior Learning and Credit Transfers
Assessment timings and structure

Make a Presentation.
Workshop presentations, with evaluations

Week Two

Voice and Body skills
Workshop Presentations, with evaluations

Week Three

Workshop Presentations- with evaluations.

Week Four

Assessment One - Presentations in class.

Week Five.

Identify & Evaluate Marketing Opportunities.
Creativity, Change, Innovation.
Macro – external


Week Six.

Micro – internal
- Current performance
- Skills (management and staff
- Resources
- Customers
- Suppliers
- Strategic alliances and networks
- Stakeholders, Register, communication.

Week Seven.

The Market
- Trends
- Customer needs
- Competition
- Ansoff
- Gap

Week Eight.

Creative Thinking
- Edward De Bono 6Hats
- Brainstorming
- Mind mapping, Idea generation


Mid semester break (2nd - 8th April)

Week Nine.

Five Forces
- Techniques
- The Gating process
7 steps to validating.

Assessment Two due.

Week Ten.

- Test Marketing.
- Product life-cycle
- 3 P’s strategies (including brand and position.)
- Budgeting

Week Eleven.

- Plan
- Communications
- Operations
- Resources
- Legislation.

Week Twelve.

Workshop Assessment Three.

Week Thirteen.

Assessment Three due.

Presentatisons in class

Week Fourteen.

Presentations in class.

Week Fifteen, Sixteen.

Resubmissions, Student Feedback.

Learning Resources

Prescribed Texts


Other Resources

Slides used in class presentations and available on the course Blackboard shell

Various videos on Youtube will be used throughout the semester, with appropriate links available on the Blackboard shell

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 in with COMM 5928C  Make a Presentation.

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

Full details of each task and assessment criteria will be included in the coversheet for each assessment task, which will be available on your blackboard shell.

Assessment One – Presentation

The Big Presentation. Students are required to deliver an individual presentation, with visuals, on a topic to be advised.

Due: Week 4

Assessment Two – Report

Seek and Find Opportunities. Students are to work in teams of three to investigate and identify at least three marketing opportunities for a business operating in one of a list of nominated markets, and then write a report describing their work and the outcomes.

Due: Week 9

Assessment Three – Report and Presentation

Evaluate, Plan and Launch. Students are to evaluate their opportunities, decide the one with the grates potential and plan a launch. Students are to write a report, and deliver a presentation to class of the work and the outcomes.

Due: Week 13


Submission Requirements
You should:
• Ensure that you submit assessments on or before the due date.
• 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 each assessment task 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.

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:
Resubmissions (VET Programs):
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”. If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.

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
More Information:;ID=7usdbki1fjf31
Marking Guide (Competency):
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying. You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.
Marking Guide (Grading)
After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

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

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.

Other Information


Course Overview: Access Course Overview