Part B: Course Detail
Teaching Period: Term2 2024
Course Code: MKTG6123C
Course Title: Assess marketing opportunities
Important Information:
Please note that this course may have compulsory in-person attendance requirements for some teaching activities.
To participate in any RMIT course in-person activities or assessment, you will need to comply with RMIT vaccination requirements which are applicable during the duration of the course. This RMIT requirement includes being vaccinated against COVID-19 or holding a valid medical exemption.
Please read this RMIT Enrolment Procedure as it has important information regarding COVID vaccination and your study at RMIT: https://policies.rmit.edu.au/document/view.php?id=209.
Please read the Student website for additional requirements of in-person attendance: https://www.rmit.edu.au/covid/coming-to-campus
Please check your Canvas course shell closer to when the course starts to see if this course requires mandatory in-person attendance. The delivery method of the course might have to change quickly in response to changes in the local state/national directive regarding in-person course attendance.
School: 515T Creative Industries
Campus: Brunswick Campus
Program: C5401 - Diploma of Fashion Styling
Course Contact: Anni Juracich
Course Contact Phone: +61 3 9925 9236
Course Contact Email: anni.juracich@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Program Coordinator: Tyler Payne
Program Coordinator Email: Tyler.Payne@rmit.edu.au
Nominal Hours: 50
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
There are no pre-requisites for this course
Course Description
In this course you will explore the marketing process from identifying marketing opportunities through to analysis and evaluation of these opportunities. You will align your evaluation according to the marketing objectives of a business.
You will explore keys marketing concepts and develop skills and knowledge for segmenting, profiling and targeting a market.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG431 Assess marketing opportunities |
Element: |
1. Identify marketing opportunities |
Performance Criteria: |
1.1 Select target market according to task requirements and in consultation with required personnel 1.2 Establish marketing objectives, organisational structure, and business and marketing plans according to task and organisational requirements 1.3 Review existing marketing clients and external environment for gaps and opportunities 1.4 Research and document marketing opportunities according to target market |
Element: |
2. Analyse opportunities |
Performance Criteria: |
2.1 Perform a market segmentation according to task requirements 2.2 Identify relevant marketing factors for analysis of market segmentation according to task requirements 2.3 Review market segments against identified marketing factors 2.4 Identify opportunities for focus of marketing efforts |
Element: |
3. Evaluate opportunities |
Performance Criteria: |
3.1 Analyse opportunities against marketing objectives 3.2 Select preferred marketing opportunities in consultation with relevant personnel 3.3 Document opportunities for presentation to management |
Learning Outcomes
On successful completion of this course, you will have developed and applied the skills and knowledge to demonstrate competency in all the elements (+ performance criteria) listed for this unit within a fashion styling context.
Details of Learning Activities
In this unit of the Diploma of Fashion Styling (C5336), you will identify marketing opportunities and analyse and evaluate these opportunities according to organisational marketing objectives. This unit is designed for individuals working in various marketing communications roles within the fashion industry, who have responsibilities involving analysis and planning.
Throughout this unit, you will learn to conduct market research to uncover emerging trends and consumer needs, assess the competitive landscape, and explore new market segments. You will use various analytical tools and techniques to evaluate the feasibility and potential impact of identified opportunities, considering factors such as market size, growth potential, and consumer behaviour.
The activities in this course have been designed to give you the opportunity to put into practice all the theory learned in class. These activities include:
- class exercises to review class presentations/ theory
- practical demonstrations
- design activities or projects
- individual and group activities
- ‘workshopping’ of student projects including peer/assessor feedback
Teaching Schedule
Please refer to your timetable for class times and room allocation. It is expected that you attend all classes to get the best learning experience, and be assessed as competent for the unit. Please notify your teacher of an expected absence. While all course content will be delivered, the order and mode of delivery may change depending on the availability of specialist facilities and equipment. Please check Canvas regularly as any updates will be communicated by your teacher.
WEEK |
TOPIC |
CONTENT / ACTIVITIES |
1 |
INTRODUCTION to MARKETING |
Overview of the course and assessments Introduction to key concepts Introduce AT1 |
2 |
THE MARKETING PROCESS (Part A) |
Business and Marketing Plans Data Collection Market Research and ABS Statistics |
3 |
THE MARKETING PROCESS (Part B) |
Organisational structures, Legislation and Marketing Roles |
4 |
THE MARKETING PROCESS (Part C) |
The Marketing Mix |
5 |
THE MARKETING PROCESS (Part D) |
Marketing Communications - Development of Marketing/Promotional Efforts AT1 Recap AT1 due 11.59pm Sunday |
6 |
CONDUCT MARKET ANALYSIS TO IDENTIFY MARKETING OPPORTUNITIES (PART A)
|
Introduce AT2 Using Library resources and referencing Start work on Part A and B1 Analysing the Marketing environment (EXTERNAL) · Competitor Analysis · Industry Analysis |
7 |
CONDUCT MARKET ANALYSIS TO IDENTIFY MARKETING OPPORTUNITIES (PART B) |
Analysing the Marketing environment (EXTERNAL) · MACRO Analysis · SWOT Analysis |
MID-SEMESTER BREAK | ||
8 |
CONDUCT MARKET ANALYSIS TO IDENTIFY MARKETING OPPORTUNITIES (PART C) |
Analysing the Marketing environment (INTERNAL) · Assess company strength and Operations. · SWOT Analysis |
9 |
ASSESS MARKETING OPPORTUNITIES (Part A) |
Segmenting the Market |
10 |
ASSESS MARKETING OPPORTUNITIES (Part B) |
Choosing a Target Market |
11 |
AT2 - ASSESSMENT WORKSHOP EVALUATION OF MARKETING OPPORTUNITIES |
AT2 Review Feedback on assessment work in progress Choose Opportunity for marketing plan |
12 |
SETTING SMART OBJECTIVES |
Setting Marketing Objectives in relation to opportunities &marketing factors Evaluate and Identify Marketing Activities for promotional campaign |
13 |
MARKETING PLAN |
AT2 Review Create Marketing Plan Evaluate Plan against opportunities and objectives |
14 |
ASSESS MARKETING OPPORTUNITIES |
AT2 -Submit draft for revision in class: Individual student feedback sessions |
15 |
AT2 - ASSESSMENT WORKSHOP |
AT2 -Submit: 11:59am ON DAY OF CLASS |
16 |
FEEDBACK & RESUBMISSION WEEK |
|
17 |
FEEDBACK & RESUBMISSION WEEK |
|
Note - While all course content in this schedule will be covered, the weekly order may change depending on the class needs and availability of resources
Learning Resources
Prescribed Texts
References
Other Resources
Electronic resources can be found in the Trends Canvas (Learning management system).
- Powerpoint presentations
- Assessment examples
- Weekly Modules
University Library
The University Library has extensive resources and provides subject specialist expertise, research advice, help with referencing and support through:
The Learning Lab
https://www.rmit.edu.au/students/study-support/learning-lab
The Study Support Know How workshops
https://www.rmit.edu.au/students/study-support/workshops
The Study Support Hub One on One
https://www.rmit.edu.au/students/study-support/study-support-hub
Fashion styling library guide;
https://rmit.libguides.com/c.php?g=928317&p=6710138
Overview of Assessment
Assessment is ongoing throughout the course and will include a range of practical and theory components. Full assessment briefs will be provided and can be found on Canvas.
This is a Vocational Education and Training qualification and is assessed for Competency. To be assessed as Competent means you have consistently demonstrated the required knowledge and skills at a standard required in the workplace. To be assessed as Competent in this course, you will need to complete each assessment task to a satisfactory standard. You will receive feedback from the teacher at the conclusion of each assessment task.
Results that apply to courses that are delivered and assessed in accordance with competency-based assessment are:
CA: Competency Achieved
NYC: Not Yet Competent
DNS: Did not Submit Assessment
If you have a long-term medical condition and/or disability it may be possible to negotiate to vary aspects of the learning or assessment methods. You can contact the program coordinator or Equitable Learning Services if you would like to find out more.
https://www.rmit.edu.au/students/support-and-facilities/student-support/equitable-learning-services
Your course assessment conforms to RMIT assessment principles, regulations, policies, procedures and instructions which are available for review online:
https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment
Assessment Tasks
A comprehensive assessment document with all requirements will be provided at the commencement of classes and uploaded to the Canvas shell. This section will just provide a high-level summary of the assessment tasks.
| Assessment task 1: Marketing Knowledge Questions | You will be required to answer a set of questions relating to your understanding of the basic marketing concepts and principles. This will demonstrate your ability to work within industry and use industry specific terminology. |
| Assessment task 2: Assessing Marketing Opportunities | This assessment will allow you to demonstrate your skills in identifying marketing opportunities and analysing and evaluating opportunities according to organisational marketing objectives.
In this assessment you will research an Australian fashion brand, and identify opportunities for this brand to expand its product line into a new area to expand its sales and customer base. In a business plan you will analyse the brands current situation, identify gaps in the marketplace in order to establish and assess marketing opportunities that will produce sales growth and increase their customer base. You will then choose the opportunity the best suits the brands capabilities and the target market and develop a Marketing Plan to promote this opportunity to a chosen market segment. The Business Plan and Marketing Plan will be presented to management (RMIT Assessor) in a Business Report Format. |
Assessment Matrix
A detailed assessment matrix can be found in the Canvas shell, and provided on request by the Program Coordinator.
Other Information
Please refer to the RMIT student page for extensive information about study support, assessment, extensions, appeals and a range of other matters: https://www.rmit.edu.au/students
Attendance:
Your learning experience will involve class-based teaching, discussion, demonstration and practical exercises
It is strongly advised that you attend all timetabled sessions. This will allow you to engage in the required learning activities, ensuring the maximum opportunity to complete this course successfully.
Assessment Feedback:
You will receive spoken and written feedback on all your work. Where relevant, this feedback will also include suggestions on how you can proceed to the next stage of developing your projects.
Student Progress:
Monitoring academic progress is an important enabling and proactive strategy designed to assist you in achieving your learning potential.
https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/academic-progress
Adjustments to Assessment (eg. applying for an extension of time):
If you cannot complete any piece of assessment satisfactorily by the due date, you can apply for an adjustment to your assessment. RMIT University offers a range of adjustments designed to support you in your studies, including an extension of time to complete the assessment.
https://www.rmit.edu.au/students/student-essentials/assessment-and-results/adjustments-to-assessment
Academic Integrity and Plagiarism:
RMIT University has a strict policy on plagiarism and academic integrity. Please refer to the website for more information on this policy.
https://www.rmit.edu.au/students/student-essentials/assessment-and-results/academic-integrity
Credit Transfer and Recognition of Prior Learning:
Credit transfer is the recognition of previously completed formal learning (an officially accredited qualification).
Recognition of Prior Learning (RPL) is an assessment process that allows you to demonstrate competence using the skills you have gained through experience in the workplace, voluntary work, informal or formal training or other life experiences.
Recognition of Current Competency (RCC) RCC applies only if you have previously successfully demonstrated competence in a unit of competency and now require to be reassessed to ensure that the competence is being maintained.
Please speak to your teacher if you wish to discuss applying for Credit Transfer, RPL, or RCC for the unit(s) of competency addressed in this course.
https://www.rmit.edu.au/students/student-essentials/enrolment/apply-for-credit
Course Overview: Access Course Overview