Course Title: Identify and evaluate marketing opportunities
Part B: Course Detail
Teaching Period: Term1 2013
Course Code: MKTG5832C
Course Title: Identify and evaluate marketing opportunities
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
Course Contact Phone +(61 3) 9925 5522
Course Contact Email alain.grossbard@rmit.edu.au
Nominal Hours: 70
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
Course Description
This unit applies to individuals working in senior marketing management roles who, together with a marketing team, identify, investigate and evaluate marketing opportunities to determine whether they meet organisational and marketing objectives. Based on this evaluation, changes to current business operations can be determined to take advantage of marketing opportunities.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG501B Identify and evaluate marketing opportunities |
Element: |
1. Identify marketing opportunities |
Performance Criteria: |
1.1. Analyse information on market and business needs to identify marketing opportunities |
Element: |
2. Investigate marketing opportunities |
Performance Criteria: |
2.1. Identify and analyse opportunities in terms of their likely fit with organisational goals and capabilities |
Element: |
3. Evaluate required changes to current operations |
Performance Criteria: |
3.1. Identify and document changes needed to current operations to take advantage of viable marketing |
Learning Outcomes
This unit describes the performance outcomes, skills and knowledge required to identify, evaluate and take advantage of marketing opportunities by analysing market data, distinguishing the characteristics of possible markets and assessing the viability of changes to operations.
Details of Learning Activities
Practical activities, case studies and class discussion as well as work relevant assessments.
Teaching Schedule
Week 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) Course Overview
Week 2 18 Feb Market Research Overview
- types of research
- market research process
- secondary research - library
Week 3 25 Feb Research Methodology
Problem definition & hypotheses
Week 4 4 Mar Research Methodology (cont.)
Exploring research tools
Week 5 11 Mar Identifying & recruiting respondents
Preparing data gathering resources
Week 6 18 Mar Gathering data using various tools
Week 7 25 Mar Analysis of research information
Collation and preparation of research reports
28 Mar – 3 Apr Mid-Semester Break
Week 7 1 Apr Company’s position in the market place
Analyse strategic marketing factors 1
Week 8 8 Apr Analyse strategic marketing factors 2
Week 9 15 Apr Market analysis
Interpret market trends and market developments
(Identifying marketing opportunities)
Week 10 22 Apr Creative thinking techniques
Week 11 29 Apr Marketing information & market research
(Evaluating marketing opportunities)
Week 12 6 May Market Targeting & strategies
Marketing budget
Week 13 13 May Implementation, operations, structure and test marketing
Week 14 20 May Individual interviews in class
Week 15 27 May Assessment Feedback
Week 16 3 Jun No classes - Resubmissions only
Week 17 10 Jun No classes - Resubmissions only
Learning Resources
Prescribed Texts
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 MKTG5830C Conduct Market Research
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.
Course Overview: Access Course Overview