Course Title: Conduct market research
Part B: Course Detail
Teaching Period: Term1 2013
Course Code: MKTG5830C
Course Title: Conduct market research
School: 650T TAFE Business
Campus: City Campus
Program: C4228 - Certificate IV in Marketing
Course Contact : Tim Wallis
Course Contact Phone: +61 3 9925 5423
Course Contact Email:timothy.wallis@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Nominal Hours: 60
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 required
Course Description
This unit applies to non specialist market research personnel who have data and information gathering and analysis as a major part
of their role and who are required to conduct market research. These individuals may work in areas such as marketing, communications, strategic planning and organisational development.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG408B Conduct market research |
Element: |
3. Recruit respondents |
Performance Criteria: |
3.1. Interpret market research plans to identify potential respondents and their requirements |
Element: |
1. Conduct desk research to gather background market information |
Performance Criteria: |
1.1. Conduct initial desk research using appropriate sources to gather background market information |
Element: |
2. Develop research methodology and objectives |
Performance Criteria: |
2.1. Develop hypotheses and research objectives for market research |
Element: |
4. Gather data and information from respondents |
Performance Criteria: |
4.1. Prepare and arrange resources for data gathering |
Element: |
5. Analyse research information |
Performance Criteria: |
5.1. Conduct checks on quality of data and information collected |
Element: |
6. Prepare research reports |
Performance Criteria: |
6.1. Collate and assess findings for relevance and usefulness to research objectives |
Learning Outcomes
This unit describes the performance outcomes, skills and knowledge required to conduct market research using interview and survey
methodologies (not specialist statistical design and analysis) and to report on findings.
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
| Week | Week Commencing | Topics | Assessment |
| 1 | 11 Feb | (1) Course Induction • Course delivery and assessment details • Course support documents • Online learning environment • Grading • Plagiarism • Appeals • Extensions • Feedback • Privacy • Submission requirements • Resubmission policy • Where to get support • Student responsibilities (2) Pre-Training Review • Includes skills analysis and Recognition of Prior Learning and Credit Transfers (3) Introduction to the course (Overview of marketing) |
|
| 2 | 18 Feb | The external marketing environment | |
| 3 | 25 Feb | Consumer & business decision making | |
| 4 | 4 Mar | Segmenting, targeting and positioning | |
| 5 | 11 Mar | Decision support systems and marketing research | |
| 6 | 18 Mar | Conduct market research#1 | Assessment Task 1a Due date – last class of week 6 (Assessed tutorial exercises) You will receive the feedback in week 8. If required, resubmission for this assessment is due by the end of week 9. |
| 7 | 25 Mar | Conduct market research#2 | |
| 28 Mar - 3 Apr | Mid-semester break | ||
| 7 | 1 Apr | Conduct market research#2 | |
| 8 | 8 Apr | Conduct market research#3 | |
| 9 | 15 Apr | Product concepts (Goods & services) | |
| 10 | 22 Apr | Price Concepts | |
| 11 | 29 Apr | Place (marketing channels & logistics decisions) | |
| 12 | 6 May | Promotions mix | Assessment Task 1b Due date – last class of week 12 (Assessed tutorial exercises) You will receive the feedback in week 14. If required, resubmission for this assessment is due by the end of week 15 |
| 13 | 13 May | Integrated marketing communications | |
| 14 | 20 May | 1. Student consultation session 2. Major assignment due NB: Due date – Last class of week 14 3. Students to prepare for oral test/interview |
Assessment Task 2 Due date – last class of week 14) (Major assignment)
|
| 15 | 27 May | Oral test/interview | Assessment Task 3 |
| 16 | 3 Jun | Assessment Feedback and resubmissions | |
Learning Resources
Prescribed Texts
TBA |
References
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 co-delivered and co-assessed with MKTG5811C Establish and adjust the marketing mix
Students are required to complete 3 tasks. You must successfully complete all 3 tasks to be deemed competent in this unit.
1. Clear instructions about what the students need to do
Assessment 1
TASK 1a & 1b (Due Dates: Last class of week 6 & 12 respectively)
These assessment tasks will require students to complete set tutorial activities/exercises to reflect on their learning on learned concepts/principles taught.
Assessment 2
TASK 2 (Due Date: Last class of week 14)
The second assessment tasks will require students to work in designated groups on a major assignment. Students will present their findings in a professionally prescribed written document. Much of this work will be undertaken both outside of class time and in the “Practical Sessions”. Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given
Assessment 3
TASK 3 (Due Date: Week 15)
The third assessment tasks will require students to present themselves in a face-to-face test/interview to articulate their overall understanding of the course taught during the semester to be deemed competent.
Students are encouraged to use all the resources at their disposal to provide professionally reasoned solutions to the problems given
More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements: All assessment tasks need to be submitted via Blackboard.
You should:
• Ensure that you submit assessments on or before the due date. 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 is available at http://rmit.edu.au/browse;ID=ls0ydfokry9rz website.
• 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 work for assessment is available from the Student forms website.
• 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.
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