Part B: Course Detail
Teaching Period: Term1 2025
Course Code: MKTG6119C
Course Title: Plan and interpret market research
School: 525T Business & Enterprise
Campus: City Campus
Program: C5404 - Diploma of Marketing and Communication
Course Contact: Nick Reynolds
Course Contact Phone: +61 3 9925 0791
Course Contact Email: nick.reynolds@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Elvira Lourenco
Email: elvira.lourenco@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
None
Course Description
This unit describes the skills and knowledge required to plan market research and conduct an analysis to report and interpret findings.
The unit applies to individuals who conduct market research planning at a managerial level. These individuals may have a good general knowledge of market research as well as a detailed understanding of the organisation’s operations, objectives and application.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG543 Plan and interpret market research |
Element: |
1. Plan market research |
Performance Criteria: |
1.1 Identify market research objectives and requirements 1.2 Identify and select data collection methods 1.3 Develop market research plan |
Element: |
2. Perform market research |
Performance Criteria: |
2.1 Obtain approval from relevant personnel to undertake market research 2.2 Conduct research according to market research plan developed 2.3 Collate and document research |
Element: |
3. Assess results of market research |
Performance Criteria: |
3.1 Analyse data obtained from market research using statistical and qualitative techniques 3.2 Forecast existing and emerging market needs based on the market research 3.3 Identify threats and opportunities for future marketing activity |
Element: |
4. Report on market research |
Performance Criteria: |
4.1 Interpret and prepare data for presentation 4.2 Review presentation and rectify errors, where required 4.3 Present research findings to relevant stakeholders |
Learning Outcomes
This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to plan market research and conduct an analysis to report and interpret findings.
Details of Learning Activities
This unit describes the skills and knowledge required to plan market research and conduct an analysis to report and interpret findings.
The unit applies to individuals who conduct market research planning at a managerial level. These individuals may have a good general knowledge of market research as well as a detailed understanding of the organisation’s operations, objectives and application.
The main elements of this course include:
- Plan market research
- Perform market research
- Assess results of market research
- Report on market research
A range of learning activities are planned for this course, including self-paced research and collaborative-based activities, The collaborative classroom-based activities will include group discussion, group problem-solving activities and opportunities to practice your skills in a simulated business environment. We expect you to participate and contribute to all scheduled learning activities.
Teaching Schedule
Week |
Topic Overview and Learning Outcomes |
Assessments Due |
Week 1 |
Introduction to the course
|
|
Week 2 |
Research terms, definitions and calculations | |
| Week 3 | Research terms, definitions and calculations |
|
Week 4 |
QT1 - Knowledge Quiz AT1: Quiz |
AT1 Quiz (In class) |
Week 5 |
Secondary research | |
Week 6 |
Codes of conduct |
|
Week 7 |
Primary research AT2: Market Research Plan |
AT2 (Sunday 11:59 pm) |
Week 8 |
Research Findings |
|
Week 9 |
Using data findings |
|
Week 10 |
Analyse results |
|
| MID SEMESTER BREAK (18 TO 27 APRIL 2025) | ||
Week 11 |
Forecast market needs AT3 - Part 1 (Conduct and report market research plan) |
AT3 P1 (Sunday 11:59 pm) |
Week 12 |
Projective techniques |
|
Week 13 |
Report on data AT3 - Part 2 (Report) |
AT3 P2 (Sunday 11:59 pm)
|
Week 14 |
Research report writing AT3 - Part 3 (Present findings) |
|
Week 15 |
Research report writing AT3 - Part 3 (Present findings) |
AT3 P3 (In Class) |
Week 16 |
Feedback and Re-submissions |
|
Week 17-18 |
Grade entry |
Learning Resources
Prescribed Texts
References
Other Resources
None
Overview of Assessment
Assessment Methods
Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:
- direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
- review of final printed documents
- demonstration of techniques
- observation of presentations
- oral or written questioning to assess knowledge of software applications
You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.
Performance Evidence
The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:
- plan and interpret market research for one product or service.
In the course of the above, the candidate must:
- identify market research objectives, requirements, data collection methods
- develop a marketing research plan
- research and collate market findings
- obtain required approvals
- apply analysis techniques to identify:
- potential threats and opportunities
- existing and emerging market needs
- document the analysis of market research and present findings.
Knowledge Evidence
The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:
- internal and external sources of information relevant to forecasting market trends including:
- business and strategic objectives
- comparative market information
- changes in technology
- industry trends
- social, cultural and economic trends
- political activity and legislative changes
- content and development of market research plan
- software applications that are commonly used in quantitative and qualitative analysis
- codes of practice and conduct relevant to marketing
- market research principles and practices including:
- project design according to timelines and budget requirements
- development and use of hypothesis
- role of research in enterprise development
- statistical concepts, methods, techniques and reporting formulas commonly used in market research including:
- conversion rates of leads to sales
- measures of central tendency
- measures of statistical dispersion
- nature and degree of relationship between variables
- net response rate
- normal distribution probability curve
- sampling
- recency or frequency grids
- lifetime value of customers
- net present value of customers.
Feedback
Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.
You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.
Assessment Tasks
This unit requires you to complete three assessment tasks. You must satisfactorily complete all tasks to achieve competency for this unit. Refer to teaching schedule for assessment due dates.
Assessment Task |
Assessment Method |
Task Summary |
|
Assessment Task 1: Written Questions |
Quiz |
10 Questions (student’s knowledge in tools and information required in forecasting market trends including statistical concepts, methods and techniques and reporting formulas commonly used in market research. ) |
|
Assessment Task 2: Market Research Plan: Marketing Brief |
Project | This assessment task assesses your skills and knowledge in preparing a Market Research Plan appropriate for a product or service based on a Research Brief provided. The Market Research Plan will be used to conduct market research in Assessment Task 3. |
|
Assessment Task 3: Conduct and Report Research Plan: Marketing brief
|
Project and Role Play |
This task consists of three parts. Part 1: Assess and Analyse the Results of Primary and Secondary Market Research Part 2: Prepare a Report on the Research Findings Part 3: Present Findings (Role Play) |
Resubmissions (VET Programs)
If you are found to be unsuccessful (Not Satisfactory/Unsatisfactory) in a Course Assessment Task, you will be allowed one resubmission. Your teacher will provide feedback regarding what you need to improve and set a new deadline for the resubmission.
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.
Penalties for Late Submission
Late submissions of assignments without special consideration or extension will automatically be considered a re-submission (see above)
Assessment Matrix
The assessment matrix that maps all the assessments is available on CANVAS.
Other Information
Student Support
Your first point of contact for any support needs with your assessments should be your teacher and assessor. If you require further help, you should consider contacting the following support services at RMIT Student Support.
Assessment Adjustments
Students requiring support or adjustments for their formal assessment tasks should contact Equitable Learning Services (ELS) for more information on the types of adjustments provided, and access RMIT adjustments to assessment.
Extension of Time
If you require an extension of time to submit an assessment task, you can apply for an extension of time by completing the form at this link, and then emailing it together with your supporting documentary evidence to ryan.gunasekera@rmit.edu.au.
You will be advised of the outcome of your application within 1 business day. Please ensure you read the general information about extension applications before you apply.
Special Consideration
If unexpected circumstances affect your ability to complete an assessment, you can apply for special consideration. For more information, access RMIT special consideration.
Changes to the Assessment Scheme
Where a change to assessment approved by the dean/head of school changes an assessment due date, students will be given at least five working days' notice of the new due date.
Feedback
You can expect to receive marks and feedback on in-course assessment work in time to improve your performance in related assessment tasks later in the course.
Academic Integrity and Misconduct
Students demonstrate academic integrity in their assessment practices by:
- engaging with assessment activities in an honest way.
- providing accountability for the authorship and originality of work submitted.
- acknowledging the work of others and the re-use of original work.
Academic misconduct is addressed in accordance with the Student conduct policy.
Assessment involving research with human participants, their information or their tissue, or animal subjects is carried out in accordance with the Staff ethics and integrity policy.
For further information see the Academic Integrity website.
Review and Appeal
A student may request a review of an assessment result or appeal a final course grade in accordance with the Conduct of Assessment and Appeals section of the Assessment Processes.
Grade Criteria
You must demonstrate that you have all the required skills/knowledge/elements in this unit of competency you are studying.
The following grades are available for this course.
Vocational educational grades:
CA - Competency Achieved
NYC - Not Yet Competent
DNS - Did Not Submit for assessment.
Course Overview: Access Course Overview