Course Title: Interpret market trends and developments

Part B: Course Detail

Teaching Period: Term1 2019

Course Code: MKTG5834C

Course Title: Interpret market trends and developments

School: 650T Vocational Business Education

Campus: City Campus

Program: C6140 - Advanced Diploma of Business (Public Relations)

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email: Julia.makin@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

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 course covers the skills and knowledge required to conduct an analysis of market data in order to determine organisational and competitor business performance and to prepare market and business forecasts. The information assists in developing an organisation’s marketing plan and to determine the current or potential future success of marketing strategies.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG507A Interpret market trends and developments

Element:

1. Interpret trends and market developments

Performance Criteria:

1.1. Use statistical analysis  of market data  to interpret market trends and developments 

1.2. Analyse market trends and developments for their potential impact on the business

1.3. Use measures of central tendency or dispersion and correlations  between sets of data  for quantitative interpretation of comparative market data

1.4. Perform qualitative analysis of comparative market information  as a basis for reviewing business performance

1.5. Analyse the market performance of existing and potential competitors  and their products or services, to identify potential opportunities  or threats 

Element:

2. Analyse qualitative results

Performance Criteria:

2.1. Analyse performance data from all areas of the business to determine success of marketing activities

2.2. Identify over-performing and under-performing products and services to be considered for redevelopment or withdrawal

2.3. Forecast existing and emerging market needs based on information available using forecasting techniques 

Element:

3. Report on market data

Performance Criteria:

3.1. Prepare, plot and interpret data for visual presentation

3.2. Assess visual presentation for potential problems, and take any necessary corrective action

3.3. Report on analysis of market data to meet organisational requirements in terms of content, format, level of detail and scheduling


Learning Outcomes



Details of Learning Activities

A range of learning activities are planned for this course including self-paced and collaborative classroom based activities, and guest speaker presentations from industry specialists.

The self-paced activities will be delivered thought various technology platforms and include your contribution to online research activities, quizzes 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

Week 1 - Introduction to research and the impact on Business Strategy
Week 2 - Public relations and the value of research 
Week 3 - Practical research activity - 'Fact or Fiction?' (Mandatory)

Week 4 - Research terms and definitions
Week 5 - Assessment Task 1 (Quiz) - Research terms and definitions
Week 6 - Secondary Research tutorial/ Guest Speaker (TBC) 

Week 7 - Research tutorial 
Week 8 - Writing your research report
Week 9 - Assessment 2 (Research Report) Due - (in class tutorial)
Week 10 - Setting your communications objectives
Week 11 - Planning your communication strategy
Week 12 - Conducting Primary Research
Week 13 - Conducting Primary Research
Week 14 - Assessment Task 3: tutorial
Week 15 - Assessment Task 3: Due - Communications Strategy / Primary Research Report / (in-class tutorial)
Week 16 - Assessment feedback interviews 
Week 17 - Resubmissions


Learning Resources

Prescribed Texts


References


Other Resources


Overview of Assessment

Assessment may incorporate a variety of methods including technical requirements documentation, homework, assignments, group and/or individual projects, in class exercises, written and practical assessments, problem solving exercises, presentations, direct observation of actual and simulated work practice, presentation of a portfolio of evidence which may comprise documents, and/or photographs and/or video and audio files, review of products produced through work-based or course activities.

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. Students will be provided with feedback throughout the course to check their progress.


Assessment Tasks

This course is co-delivered and co-assessed with MATH5332C Understanding Research and Analysis

You are required to complete 3 assessment tasks.

You must achieve a satisfactory result in all 3 tasks to be deemed competent in this course. 

Assessment Task 1: Quiz (To be completed during class Week 5)

This is an individual assessment task, worth a third of the total mark. 

  • This test will be conducted in class
  • Students will have two attempts to provide the correct answer
  • This assessment task is a ‘closed book’ test
  • This assessment task is assessed individually
  • The student must correctly answer all questions to pass. Failure to achieve this mark will require a re-sit in Week 16/1

 

Assessment Task 2 - Research Report (due Week 9 - Sunday midnight)

Details of Assessment:

The research report is to be 2,500 words, and the format is for use in a business context.

This is an individual assessment task.

This task requires you to select a contemporary ‘issue’, business, product or service as the basis for your research, conduct research to identify key market drivers / insights / key findings, and prepare a comprehensive report that aims to assist the business in developing a strategic communications plan.

Requirements:

You are required to clearly define your ‘issue’ / business objectives, the research objectives, undertake primary and secondary research, analyse the data for content, structure and logic, and prepare a comprehensive research report that includes predictions, assumptions & constraints, and recommendations for future communications strategy. (These ‘key findings’ and recommendations will form the basis of 'Assessment Task 3').

The report must describe the analytical techniques and processes utilised, consistent with defined business objectives and research objectives.

 

Assessment Task 3 - Communications Strategy  / Primary Research Report (Due Week 15 - Sunday midnight)                   

Details of Assessment:

  • This is a 'paired' (group) or individual task

Requirements:

Your group (pairs) is required to write a strategic Communications Strategy Report based on the 'key findings' and recommendations from Assessment Task 2, test the strategy by undertaking primary research, identify and report on any required changes to the Strategy based on the primary research conducted.

 


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 on Canvas.

Course Overview: Access Course Overview