Course Title: Interpret market trends and developments
Part B: Course Detail
Teaching Period: Term1 2020
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
Joe.Matthews@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 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
This course will be delivered 'face to face' including lectures, tutorials and weekly activities. Students are expected to undertake additional work in their own time.
Teaching Schedule
Course Schedule: Undertake Research & Analysis and Interpret Market Trends & Developments, Semester 1: 2020 | |||
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Week (week starting) |
Topic |
Readings |
Assessment |
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Week 1 10 February 2020 |
Introduction |
Reading: Lecture Notes Week 1 |
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Week 2 17 February 2020 |
Assessment review and Topic selection | Reading: Lecture Notes Week 2 |
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Week 3 24 February 2020 |
RMIT Database Research Tutorial and Activity (including a mandatory submission - not graded) |
Reading: Lecture Notes Week 3 |
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Week 4 2 March 2020 |
Research Agency Guest Speaker (TBC) |
Week 4 Activity Due | |
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Week 5 9 March 2020 |
Research tutorial |
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AT1 |
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Week 6 16 March 2020 |
Conducting Primary Research |
Reading: Lecture Notes Week 6 |
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Week 7 23 March 2020 |
Research report writing: 'Stakeholders and perspective'. |
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Week 8 30 March 2019 |
Assessment Tutorial |
Reading: Lecture Notes Week 8 |
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Week 9 6 April 2020 |
Assessment Tutorial Assessment Task 1 Due: Research Report |
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Assessment Task 1 Due |
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2020 Mid-Semester Break 9 - 15 April Class resumes Thursday 16 April |
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Week 10 20 April 2020 |
Research Report Presentations |
Reading: Lecture Notes Week 10 |
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Week 11 27 April 2020 |
Writing your Communications Plan |
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Week 12 4 May 2020 |
Guest Speaker (TBC) |
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Week 13 11 May 2020 |
Tutorial - Writing your communications plan. |
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Assessment Task 2 Due: Communications Plan |
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Week 14 18 May 2020 |
Tutorial: Research Terms and definitions |
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Week 15 25 May 2020 |
Assessment 3: Quiz Research terms and definitions |
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Assessment 3: Quiz Research terms and definitions |
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Week 16 1 June 2020 |
Assessment feedback |
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| Week 17 | Re-submissions |
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Learning Resources
Prescribed Texts
References
Other Resources
All resources will be available in Canvas.
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
There are three Assessment Tasks.
Assessment Task 1 – Research Report
Date handed out: Week 1
Date and time due: Semester Week 9 (Sunday, 11:59PM)
Group or Individual: This is an individual assessment task
Summary and Purpose of Assessment Task 1
Assessment Task 1 requires students to assume the role of a Communications Manager/Consultant and prepare a research report for a nominated ‘business’.
The Research Report is intended to be a business document (not a formal academic report) for use by a business for the purpose of developing a Communications Strategy based on the key findings and recommendations identified in the research report.
Assessment Instructions to students
This is an individual assessment task.
Students are required to select a contemporary ‘issue’ / business / product or service as their ‘topic’, conduct primary and secondary research on this topic, and prepare an apx. 2,500 word research report that is to be the catalyst for the development of a strategic communications strategy (Assessment Task 3).
Students are first required to undertake secondary research to identify key market drivers/findings/insights relevant to the issue / business / product or service. Students are then required to conduct primary research to validate the key findings / insights, and make recommendations as to their impact on the business / product or service for use in a Communications Plan.
The secondary research must use a minimum of 2 x RMIT database resources (e.g. ACORN, MOSAIC, PRIZM, EBSCO, PASSPORT, IBISWorld etc) and be appropriate referenced. Wikipedia, and other non-reliable web-based resources are not to be used under any circumstances.
Students are required to present their research findings in class (10-minute presentation) as part of a business style ‘pitch’, as a justification for their future Communications Plan (Assessment Task 3).
Research Report Format:
The Research Report is intended to be a ‘business report’, and as such, must be concise, visually appealing, compelling in content, and free of typos and grammatical errors.
Where
Students will be given some time to work on this assessment during class. The majority of the work should be done on the student's own time.
How
All students will upload a completed document on or before the due date.
Assessment Task 2 – Communications Plan
Date handed out: Week 1
Date and time due: Semester week 14 (Sunday, 11:59PM)
Group or Individual: This is an individual, or a ‘paired’ assessment task (prior approval required).
Students are required to develop a strategic Communications Plan for use in a business context in order to achieve stated business and communication objectives.
The Communications Plan is to be based directly on their research report ‘key insights / findings’ and recommendations’ identified in Assessment Task 1 Research Report. The association with the Research Report findings and recommendations is essential.
This is a ‘paired’ (group) assessment task.
Assessment Instructions to students
Prepare a strategic Communications Plan based on directly Assessment Task 1 ‘key findings / insights’ and recommendations.
The Communications Plan is intended to be a ‘business document’, and as such, must be concise, visually appealing, compelling in content, and free of typos and grammatical errors.
Assessment Task 3 – Quiz (Research terms and definitions)
Date handed out: Week 1
Date and time due: Week 15
Group or Individual: This is an individual assessment task.
Students are to access the online Quiz via CANVAS, and have 3 hours to complete this task. test will be conducted online, and will be automatically assessed
- Students will have three attempts to provide the correct answer
- This assessment task is a ‘open book’ test
- This assessment task is assessed individually
The student must correctly answer all 20 questions to pass. Failure to achieve this mark will require a re-sit in Week 17
Assessment Matrix
The assessment matrix that maps all the assessment is available on CANVAS. It comprises of list of criteria for assessment to demonstrate competency and a rubric that will assess the quality, research and competency achieved for each of the three tasks outline above.
Submission Requirements
You should:
- Ensure that you submit assessments on or before the due date.
- 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 the Assessment task document that includes a declaration and statement of authorship.
- 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.
Other Information
Late Submission Procedures
You are required to submit assessment items and/or ensure performance-based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.
More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work
Where an extension of greater than seven days is needed, you must apply for Special Consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.
More Information: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration
Resubmissions:
If you are found to be unsuccessful in a Course Assessment Task (or you do not submit/attend) you will be allowed one re-submission. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the re-submission.
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.
Grading & re-submissions
Successful re-submissions will contribute a CA (Competency Achieved) result to your overall result for the course.
Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:
Marking Guide (Competency):
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.
Final results will be in the following format:
CA Competency Achieved
NYC Not Yet Competent
DNS Did Not Submit for assessment
Other Information
This unit is co-delivered and co-assessed with MATH5332C Undertake Research and Analysis.
Course Overview: Access Course Overview