Course Title: Conduct market research
Part B: Course Detail
Teaching Period: Term1 2015
Course Code: MKTG5830C
Course Title: Conduct market research
School: 650T Vocational Business Education
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
Chris Lee
Student consultation hours: Tuesdays 2.00pm to 4.00pm
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: |
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: |
3. Recruit respondents |
Performance Criteria: |
3.1. Interpret market research plans to identify potential respondents and their requirements |
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
This course is co-delivered and co-assessed with MKTG5811C (BSBMKG502B) Establish and Adjust the Marketing Mix
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
The teaching schedule for this course is as follows:
Week | Week Commencing | Topics | Assessment |
1 | 9 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 | 16 Feb | The external marketing environment | |
3 | 23 Feb | Product concepts (Goods & Services) |
|
4 | 2 Mar | Price Concepts |
|
5 | 9 Mar | Place (marketing channels & logistics decisions) | |
6 | 16 Mar | Promotions mix |
|
7 | 23 Mar | Student consultation session - Assessment Task 1 |
|
8a | 30 Mar | Segmentation, targeting and positioning activities (Self-directed learning) | |
2 to 8 Apr | Mid - Semester Break | ||
8b | 9 &10 Apr | Segmentation, targeting and positioning activities (Self-directed learning) | |
9 | 13 Apr | Conduct market research #1 | Assessment 1 due (16 Apr. Thu. 11.59pm) Resubmission for this assessment is due by the end of week 11 (31 Apr Thu. 11.59pm) |
10 | 20 Apr | Conduct market research #2 | |
11 | 27 Apr | Conduct market research #3 | |
12 | 4 May | Student consultation session - Assessment Task 2 | |
13 | 11 May | Conduct market research (Review) |
|
14 | 18 May |
1, Assessment 2 due 2. Students to prepare for week 15 Assessment 3 |
Assessment Task 2 due (21 May Thu. 11.59pm) Resubmission for this assessment is due by the end of week 16 (4 Jun. Thu. 11.59pm) |
15 | 25 May | Assessment Task 3 - Written Test | Assessment Task 3 |
16 | 1 Jun | Feedback and Resubmissions |
This course is co-delivered and co-assessed with MKTG 5811C Establish and Adjust the Marketing Mix
Learning Resources
Prescribed Texts
Lamb, Hair, McDaniel, Gardiner (2013): MKTG2, 2nd Asia Pacific Edition, Cengage |
References
• Rix Peter, R.,(2004): Marketing, A Practical Approach, 6thEd., McGraw-Hill Publishing. |
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 (BSBMKG502B) 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.
Assessment Task 1 - Assessed set activities/eercises
Date handed out: Week 1
Date and time due: Week 9 (16 Apr. Thu. 11.59pm)
Group or individual: Group (3 to 4 Max)
Purpose:
This assignment will allow you to demonstrate an understanding of how to establish and adjust the marketing mix
Requirements:
You are required to research answers to a set of activities which analyses components of the marketing mix and basic market research approaches . Maximum word limit for each question is 1,000 words (Minimum 500 words). Only include key points. All researched information must be referenced.
Assessment Task 2 - Research on a business (Case study)
Date handed out: Week 2
Date and time due: Week 14 (21 May Thu. 11.59pm)
Group or individual: Group (3 to 4 Max)
Purpose:
This assignment will allow you to demonstrate an understanding of how to develop the marketing and promotional mix within an organization and how to conduct basic market research.
Requirements:
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 Task 3 - Written Test
Date handed out: Week 15
Date and time due: Week 15
Group or individual: Individual
Purpose:
This assignment will allow you to demonstrate the overall understanding of establishing and adjusting the marketing mix as well conducting market research .
Requirements:
The third assessment tasks will require students to undertake a written test. Students are 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.
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: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf
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: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf
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 website:
http://rmit.edu.au/browse;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
Assessment Matrix
Further information regarding the application of the grading criteria will be provided by your teacher.
Refer to details of grading matrix to your assessment document.
Course Overview: Access Course Overview