Course Title: Conduct market research

Part B: Course Detail

Teaching Period: Term2 2013

Course Code: MKTG5830C

Course Title: Conduct market research

School: 650T TAFE Business

Campus: City Campus

Program: C5281 - Diploma of Business (Public Relations)

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email:sally.parrott@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Course Contact Alain Grossbard

RMIT, Building 80, Level 5, 445 Swanston Street, Melbourne, VIC 3000

Course Contact Phone +(61 3) 9925 5522
Course Contact Email alain.grossbard@rmit.edu.au

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

Nil

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
1.2. Identify options for information collection and collation tools and methods
1.3. Determine and seek approval for reporting formats for market research documentation
1.4. Report initial research findings in approved formats in accordance with organisational procedures

Element:

2. Develop research methodology and objectives.

Performance Criteria:

2.1. Develop hypotheses and research objectives for market research
2.2. Identify options for quantifying data
2.3. Identify market research methodology and determine, develop, test and amend required survey tools
2.4. Determine and test methods of data extraction, collation and analysis

Element:

3. Recruit respondents.

Performance Criteria:

3.1. Interpret market research plans to identify potential respondents and their requirements
3.2. Identify respondents in line with research and organisational requirements
3.3. Recruit respondents in line with the agreed research methodology and organisational requirements

Element:

4. Gather data and information from respondents.

Performance Criteria:

4.1. Prepare and arrange resources for data gathering
4.2. Gather data and information using survey tools
4.3. Record data and information gathered in approved formats, in accordance with organisational procedures
4.4. Store and safeguard survey information and data in accordance with organisational procedures

Element:


5. Analyse research information.
 

Performance Criteria:

5.1. Conduct checks on quality of data and information collected
5.2. Select appropriate techniques to summarise data and information
5.3. Design software files for entering data and information
5.4. Process data using a method appropriate to research design
5.5. Interpret and aggregate data and information including categorisation, to provide observations relevant 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 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.

Practical activities, case studies and class discussion as well as work relevant assessments.

This course is co-delivered and co-assessed with MKTG5814C Analyse Consumer Behaviour for Specific Markets


Teaching Schedule

Week 1 - Week commencing 8 July 2013 - 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) Course Overview


Week 2 Market Research Overview
- types of research
- market research process
- secondary research - library

Week 3  Research Methodology
Problem definition & hypotheses

Week 4 Research Methodology (cont.)
Exploring research tools

Week 5 Identifying & recruiting respondents
Preparing data gathering resources

Week 6 Gathering data using various tools

Week 7 Analysis of research information
Collation and preparation of research reports

Week 8 1 Apr Company’s position in the market place
Analyse strategic marketing factors 1

Mid Semester break: 2 - 8 September 2013


Week 9 Analyse strategic marketing factors 2

Week 10 Market analysis
Interpret market trends and market developments
(Identifying marketing opportunities)

Week 11 Marketing information & market research
(Evaluating marketing opportunities)

Week 12 Market Targeting & strategies
Marketing budget


Week 13 Implementation, operations, structure and test marketing


Week 14 Individual interviews in class


Week 15  Assessment Feedback

Week 16 Resubmissions only


Learning Resources

Prescribed Texts


References


Other Resources

Nil


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 MKTG5814C Analyse consumer Behaviou for Specific Markets

Assessment 1
Quiz - Concepts and Theories – Individual - (Due in class Week 6)
A one hour quiz testing key theoretical concepts and application of basic theoretical principles will. This is an individual assessment, is closed book and must be completed within the allocated time period.

Assessment 2
Major Assignment – Group - (Due in class Week 11)
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
Interview – Individual - (Due in class Week 14)
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

NB: Students are required to complete 3 tasks. All tasks must successfully be completed to be deemed competent in this unit. 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.

Other Information

Nil

Course Overview: Access Course Overview