Course Title: Conduct market research
Part B: Course Detail
Teaching Period: Term1 2009
Course Code: MKTG5774C
Course Title: Conduct market research
School: 350T Fashion & Textiles
Campus: Brunswick Campus
Program: C4219 - Certificate IV in Fashion and Textiles Merchandising
Course Contact : Yuping Li
Course Contact Phone: 9925 9145
Course Contact Email:yuping.li@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Nominal Hours: 80
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
LMTGN4019A
Course Description
This course specifies the outcomes required to implement all aspects of a market research plan (with the exception of specialist statistical design and analysis). It involves conducting research, developing survey tools, recruiting respondents, gathering data and information from respondents, analysing research information, and preparing research reports.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG408A Conduct market research |
Element: |
1. Conduct desk research 2. Develop survey tools 3. Recruit respondents 4. Gather data and information from respondents 5. Analyse research information 6. Prepare research reports |
Performance Criteria: |
|
Learning Outcomes
Details of Learning Activities
Lectures, class discussions, field trips and observations, secondary research, report writing and oral presentation.
Teaching Schedule
Week Number | Contents | Elements | Assessment tasks |
1 | Assessments structure/format Finalise teams Mission statement/Code of Ethics and Behaviour |
BUBMKG408A -1.1, 1.4 BUBMKG402A- 1.1, 1.2, 1.3 |
|
2 | Questionnaire Design |
BUBMKG408A -1.2, 1.3, 2.1, 2.2, 2.3, 2.4, 4.2 | |
3 | Questionnaire Design Confirm time/location of survey |
BUBMKG408A -1.2, 1.3, 2.1, 2.2, 2.3, 2.4, 4.2 | Questionnaire design -10% |
4 | Field work | BUBMKG408A -3.1, 3.2, 3.3, 3.4, 4.3, 4.4, 4.5 | |
5 | Field work | BUBMKG408A -3.1, 3.2, 3.3, 3.4, 4.3, 4.4, 4.5 | |
6 | Data analysis Preparation for report & presentation |
BUBMKG408A -5.1, 5.2, 5.3, 5.4, 5.5 | |
7 | Preparation time for Report submission & Oral Presentation |
BUBMKG408A -6.1, 6.2, 6.3, 6.4, 6.5 | Data analysis report- 20% |
8 | Preparation of the Marketing Plan Current Market situation |
BUBMKG402A- 2.1, 2.2, 2.3, 2.4, 2.5 BUBMKG403A-1.1, 1.2, 1.3, 1.4, 2.1, 2.2 |
|
9 | Preparation of the Marketing Plan SWOT and issues analysis |
BUBMKG403A-3.1, 3.2, 3.3, 3.4 BSBCMN414A- 1.1, 1.2, 1.3, 1.4, 1.5 |
|
10 | Preparation of the Marketing Plan Objectives Marketing Strategies |
BUBMKG402A- 1.1, 1.2, 1.3 BSBCMN414A -2.1, 2.2, 2.3, 3.1, 3.2, 4.1, 4.2, 4.3 |
|
11 | Preparation of the Marketing Plan Action Program Projected profit and loss statement/Budget |
BUBMKG402A- 1.1, 1.2, 1.3 BSBCMN414A -2.1, 2.2, 2.3, 3.1, 3.2, 4.1, 4.2, 4.3 |
|
12 | Preparation of the marketing plan Controls Executive summary/table of contents |
BUBMKG402A- 1.1, 1.2, 1.3 BSBCMN414A -2.1, 2.2, 2.3, 3.1, 3.2, 4.1, 4.2, 4.3 |
|
13 | Group to finalise Marketing plan contents | BUBMKG402A- 1.1, 1.2, 1.3 BSBCMN414A -2.1, 2.2, 2.3, 3.1, 3.2, 4.1, 4.2, 4.3 |
|
14 | Preparation of the marketing plan Report format & structure Time table for Oral presentations |
BUBMKG402A- 1.1, 1.2, 1.3 BSBCMN414A -2.1, 2.2, 2.3, 3.1, 3.2, 4.1, 4.2, 4.3 |
|
15 | Preparation for Oral presentation | BUBMKG402A- 1.1, 1.2, 1.3 BSBCMN414A -2.1, 2.2, 2.3, 3.1, 3.2, 4.1, 4.2, 4.3 |
|
16 | 16 Marketing Plan Due Teachers available for consultation/oral presentation practice |
BUBMKG402A- 1.1, 1.2, 1.3 BSBCMN414A -2.1, 2.2, 2.3, 3.1, 3.2, 4.1, 4.2, 4.3 |
Marketing plan - 50% |
177 | Pral presentations | Oral presentation -10% | |
18 | Results |
Learning Resources
Prescribed Texts
Peter Rix: Marketing, a practical approach (6e), McGraw Hill,2007 |
10: 0-07-4717 |
References
Other Resources
Rag Trader Magazine Business Review Weekly, IBIS Industry databases
Overview of Assessment
Develop questionnaires, conduct surveys, write research report.
Assessment Tasks
Clustered assessment tasks:
1. Questionnaire design: Design a questionnaire based on a TCF company’s information requirements -10%
2. Data analysis report: Collate survey data and write a report -20%
3. Marketing plan: Write a marketing plan for a specific product category - 50%
4. Oral presentation: Power point presentation to industry personnel -20%
Assessment Matrix
Competency | Questionnaire design | data analysis/report | written report/marketing plan | Oral presentation |
BUBMKG402A | √ | √ | ||
BUBMKG403A | √ | √ | ||
BUBMKG408A | √ | √ | √ | √ |
BSBCMN414A | √ | √ |
Other Information
A TCF Company will be identified and a product category will be assigned to each student group. Students will be guided to design a questionnaire based on the company’s information requirements, a minimum of 50 respondents will be recruited for a consumer survey. The data from the surveys will be analysed by using computer softwares and a report will be produced for the company.
A marketing plan for the product category will be researched and produced, which will include both primary and secondary research information on market trends, competitors and external marketing environments. The company’s marketing practice and the product category’s performance will be evaluated and recommendations will be made to improve the company’s overall marketing performance and sales of the product category. A formal oral presentation will be made to the industry personnel at the end of the semester.
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