Course Title: Manage market research

Part B: Course Detail

Teaching Period: Term2 2014

Course Code: MKTG5839C

Course Title: Manage market research

School: 650T TAFE Business

Campus: City Campus

Program: C6092 - Advanced 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


Course Description

This unit applies to senior marketing professionals who are responsible for preparing market research plans for implementation, engaging external consultants, managing market research activity, and evaluating research processes and findings across an organisation.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG607B Manage market research


1. Prepare market research plans for implementation

Performance Criteria:

1.1. Determine research policies and procedures
1.2. Develop or commission and review a market research project plan and detailed work plans to point of finalisation
1.3. Execute processes to obtain required resources to implement a market research project plan and work plans


2. Engage external consultants or service providers

Performance Criteria:

2.1. Identify requirements for external consultants from market research project plan
2.2. Specify goods and services required to implement plans, and detail criteria for selection
2.3. Identify, evaluate and select potential consultants or other providers of required goods and services
2.4. Contract selected consultants or providers of goods and services


3. Manage market research activity

Performance Criteria:

3.1. Monitor work plan activity to ensure adherence to market research project plan and work plans, and consistency with organisational market research policy and procedures
3.2. Manage external consultants or service providers to ensure performance is in line with expectations and contractual requirements


4. Evaluate research processes and findings

Performance Criteria:

4.1. Confirm validity of information and data obtained by market research
4.2. Review relevance and usefulness of findings against research objectives outlined in market research project plan
4.3. Assess performance of project against all relevant elements of market research project plan and work plans
4.4. Measure stakeholder satisfaction with research process and findings
4.5. Prepare reports on future improvements to research process
4.6. Implement revised policy and practices in accordance with organisational requirements

Learning Outcomes

Details of Learning Activities

In class discussion and debate, research case study activities and relevant work related assessments

Teaching Schedule

Week Date Topic
1 7 July Course Induction
• Course overview
• Overview of weekly learning
• Reading material and assessment timings
Student engagement activity
2 14 July

Market research planning –secondary research
Stakeholder Briefing and involvement

3 21 July Market research Qualitative techniques
4 28 July Market research Quantitive and sampling
5 4 Aug

Survey Techniques – Questionnaire Design

6 11 Aug

Survey techniques

7 18 Aug

Survey Techniques – Questionnaire Design

8 25 Aug

Qualitative Research - Focus Groups, depth Interviews – Discussion guides


Sept 1-7 mid Semester Break


9 8 Sept Conducting research – ethical and legal requirements –
Present plans ( Part 1-5 completed) one on one
Interim assessment 2A
 10 15 Sept

Project Management - Conduct research workshop

11 22 Sept

Results and data processing methods and data analysis techniques

12 29 Sept Market Research Report - Conclusions and recommendations
13 6 Oct Evaluating the Market research projects, - Report Writing Workshop
14 13 Oct Evaluation Research Processed and findings
15 20 Oct

Assessment 2C due

16 27 Oct Consultation  and Resubmits

Learning Resources

Prescribed Texts

No formal texbook is required.  Texts will be provided by RMIT


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 Assessment tasks. You must successfully complete all 3 tasks to be deemed competent in this unit.

Assessment Task 1 – Case Study - Research Plan
Date handed out: Week 2
Date and time due: Week 7 Monday 5pm
Group or Individual: Individual

This assessment allows students to demonstrate their ability and understanding of research design and rationale. They will demonstrate their ability to adapt research techniques to suit various projects.

Written short answers to case studies. Submitted on Blackboard

Assessment Task 2A,B - Major Research Project - Written Report
Date Handed out: Week 4
Due date and time: Interim plan due Week 9, final report Week 14 Monday 5pm
Group or Individual: This is a group assessment and you are to form a group of 3. Any variances to the group size must be approved by your teacher.

Students will gain the ability to manage a actual research project from start to finish. Students will be required to conduct research of various types ( Secondary, Qualitative, Quantitive). This report will include finding conclusions and recommendations to report back to key stakeholders.

A written report (approx. 3000 words in ‘report format’) that covers the above details but with special emphasis on the Results, Conclusions, recommendations. The report will need to include title page, TOC and header/footers. This assessment also will require RMIT coversheet.

Assessment 2C Major Research Project - Limitations and evaluation report
Date Handed out: Week 4
Due Date: Week 15 Monday 5 pm
Group or Individual: This is an individual report

Demonstrate an ability to review and evaluate a research project and acknowledge limitations and improvements.

Written report including Evaluation and reflection on your research project

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.

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.
You will be provided with an assessment matrix in the assessments area of the unit blackboard shell. Generally, your grading will be assessed against how well you demonstrate:
• Perform the activities as required by the learning elements of this unit of competency.
• Demonstrate the required knowledge for this unit of competency.
• Execute the required skills for this unit of competency.
• Demonstrate your employability skills through contribution to learning activities related to this assessment, timeliness, use of technology and teamwork.

Final Grades table:
DNS - Did not submit for assessment
NYC - Not yet competent
CAG - Competency achieved – graded
CC - Competent with credit
CDI - Competent with distinction
CHD - Competent with high distinction


Other Information

Submission requirements:
You are required to meet the following criteria for all assessments. Failure to do so may result in you being deemed not-yet-competent:

• Submit all assessment tasks online through blackboard, and include the RMIT e-submission declaration (see below).
• Ensure that you submit assessments on or before the due date.
• Retain a copy of your assessment tasks.

Electronic Submission
When submitting work online, you need to include the cover sheet supplied by your teacher. This includes the following declaration:

RMIT Electronic Submission of work for assessment
I declare that in submitting all work for this assessment I have read, understood and agree to the content and expectations of the assessment declaration.

If you are found to be Not Yet Competent (NYC) in an Assessment Task you will be allowed one resubmission to demonstrate competence. 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”.

Late Submissions
Students are required to submit assessment items and/or ensure performance based assessment is completed by the due dates. If a student is to be prevented from submitting an assessment item on time, by circumstances outside their control, they may apply in advance to the teacher for an extension to the due date of up to seven calendar days. To be eligible for an extension, you must lodge the extension form availabile at the following link with your teacher:

Where an extension of greater than seven days is needed, the student 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 on special consideration and how to apply can be found here:

Final Date for All Assessments
No assessment tasks or resubmissions will be accepted after 5pm Friday, week 16.

Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. Information on circumstances under which the assessment arrangements might be granted can be found at the following website:

Course Overview: Access Course Overview