Course Title: Manage market research
Part B: Course Detail
Teaching Period: Term1 2019
Course Code: MKTG7913C
Course Title: Manage market research
School: 650T Vocational Business Education
Campus: City Campus
Program: C6155 - Advanced Diploma of Marketing and Communication
Course Contact: Julia Makin
Course Contact Phone: +61 3 99255175
Course Contact Email: Julia.makin@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Joe Rosagrata
Email: joe.rosagrata@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
N/A
Course Description
This unit describes the skills and knowledge required to prepare for, manage and evaluate market research projects across an organisation.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG607 Manage market research |
Element: |
2. Engage external consultants or service providers |
Performance Criteria: |
2.1 Identify requirements for external consultants from market research project plan 2.2 Specify goods and services required to implement plans, and detail criteria for selection 2.3 Identify, evaluate and select potential consultants or other providers of required goods and services 2.4 Contract selected consultants or providers of goods and services |
Element: |
3. Manage market research activity |
Performance Criteria: |
3.1 Monitor work plan activity to ensure adherence to market research project plan and work plans, and consistency with organisational market research policy and procedures 3.2 Manage external consultants or service providers to ensure performance is in line with expectations and contractual requirements |
Element: |
4. Evaluate research processes and findings |
Performance Criteria: |
4.1 Confirm validity of information and data obtained by market research 4.2 Review relevance and usefulness of findings against research objectives outlined in market research project plan 4.3 Assess performance of project against all relevant elements of market research project plan and work plans 4.4 Measure stakeholder satisfaction with research process and findings 4.5 Prepare reports for future improvements to research process 4.6 Implement revised policy and practices in accordance with organisational requirements |
Element: |
1. Prepare market research plans for implementation |
Performance Criteria: |
1.1 Determine research policies and procedures 1.2 Develop or commission and review market research project plan and detailed work plans to point of finalisation 1.3 Execute processes to obtain required resources to implement market research project plan and work plans |
Learning Outcomes
Students on completion of this course will have the skills to prepare market research plans for implementation, engaging external consultants, managing market research activity, and evaluating research processes and findings across an organisation.
Details of Learning Activities
This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.
Teaching Schedule
Course Schedule: RMIT CODE: MKTG-7913C Manage Market Research (BSBMKG607) Semester 1: 2019
| |||
Week |
Topic |
Readings and Activities |
Assessment |
Week 1 11 Feb 2019 |
Introduction to course schedules |
Introduction to the Course including:
Reading: Course Guide and Assessment overview Activity: Exploring course schedules and discussion |
|
Week 2
18 Feb 2019 |
Understanding the role of market research in marketing communications |
Assessment review and commencement Understanding Projects |
|
Week 3
25 Feb 2019 |
Market research methods: Secondary Research using RMIT Library databases | Library Database Research Activity (mandatory submission) |
|
Week 4 4 Mar 2019 |
Guest Speaker (TBC) Writing a market research Brief |
Activity: Writing a Research Brief Assessment Task 1 due. |
Assessment Task 1: Write a Research Brief |
Week 5 11 Mar 2019 |
Research Planning tutorial |
Planning your market research objectives, tasks, and outcomes |
Labour Day - Public Holiday (Monday)
|
Week 6 18 Mar 2019 |
Research Project Planning tutorial |
Preparing your Research Plan
|
|
Week 7 25 Mar 2019 |
Research Project Planning tutorial |
Assessment task 2 due Research Plan |
Assessment 2 due: Research Plan
|
Week 8a 1 April 2019
|
Market research Quantitative and sampling -Survey Techniques – Questionnaire Design |
Reading:Weekly Slides Wk8 Activity: Teacher group support for Assessment 1 |
|
Week 8b 1 April 2019 |
Market research Quantitative and sampling -Survey Techniques |
Reading:Weekly Slides Wk8 Activity: Teacher group support for Assessment 1 |
|
Week 9 8 April |
Qualitative Research - Focus Groups, depth Interviews – Discussion guides |
Reading: Weekly Slides Wk9 Activity: Tips and tricks showcase |
|
Week 10 15 April 2019 |
Review: focus groups |
Mid - Sem - Break Reading: topic 5 Slides review
|
Break Easter 22 April Assessment 2 Checkpoint 3 |
Week 11 29 Apr 2019 |
Event Conducting research – ethical and legal requirements -Results and data processing methods and data analysis techniques |
Reading: Weekly Slides Wk11 Activity: Events Discussion |
|
Week 12 6 May 2019 |
Market Research Guest Speaker (TBC) Report Writing |
Activity: Guest Speaker (TBC) Report Writing |
|
Week 13 13 May 2019 |
Tutorial: Research report workshop |
Assessment Task 3 Due |
Assessment Task 3 Due: Research Report |
Week 14 20 May 2019 |
Research Report presentations | Research Report presentations | |
Week 15 27 May 2019 |
Research terms and definitions | ||
Week 16 3 June 2019
Week 17 10 June
|
Feedback and Resubmissions
Finalise Resubmits |
Finalise Resubmits |
|
Learning Resources
Prescribed Texts
References
Other Resources
All resources will be available in Canvas.
Overview of Assessment
Performance Evidence
Evidence of the ability to:
- prepare a market research plan
- develop specifications for research components, outsourced to external consultants as appropriate
- manage market research activities in accordance with organisational market research policy and procedures
- evaluate research processes and findings against relevant market research project plan and work plans
- prepare and present a report on market research findings.
Knowledge Evidence
To complete the unit requirements safely and effectively, the individual must:
- outline principles and practices of market research including:
- data processing methods and data analysis techniques
- project design to meet given budgets and other resource constraints
- qualitative and quantitative research
- design of samples
- development and application of hypotheses
- role of research in enterprise development
- use of survey instruments
- compare and contrast project management principles and practices, including:
- consultation and stakeholder involvement
- development of policies and procedures
- methods of action to ensure performance
- monitoring of timelines, budgets and other implementation plans
- organisational procedures for engagement of consultants
- provide an overview of key provisions of relevant legislation, codes of practice and national standards affecting marketing operations
- discuss the impact of economic, social and industry directions, trends, and practices on marketing functions.
Assessment Conditions
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development – marketing field of work and include access to:
- office equipment and resources
- previous market research plans and exemplars of market research project specifications
- case studies and, where possible, real situations.
Assessors must satisfy NVR/AQTF assessor requirements.
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.
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
Assessment Task 1 – Write a Research Brief
Group or Individual: This is an individual assessment.
Purpose:
Assessment Task 1 requires students to assume the role of a ‘Senior Marketing Professional’ and prepare a ‘Research Brief’ (document) that is provided to an external provider (i.e. a Market Research Agency) for them to conduct targeted market research and make recommendations to assist the client in the development of a marketing communications strategy.
You are to use the existing Work Integrated Learning (WIL) client advertising brief as the ‘driver’ for the research requirements, or an alternative as discussed and agreed by the Teacher.
Requirements:
A research brief template will be provided to complete.
Due: Week 4
Assessment Task 2 - Research Plan
Group or Individual: This is a group assessment.
Purpose:
Assessment Task 2 requires students to assume the role of a ‘Senior Marketing Professional’ and contribute to the preparation of a ‘Market Research Plan’ (document) for implementation.
You are to use the existing Work Integrated Learning (WIL) client advertising brief as the ‘driver’ for the research requirements, or an alternative as discussed and agreed by the Teacher.
Requirements:
You will be provided with a template / guide to assist them in completing this task.
The Market Research Plan should outline the specifications for their research including:
- clearly defined research objectives and methods of collecting both primary and secondary information that achieves client requirements
- a detailed work plan inclusive of individual roles, tasks and responsibilities, timings and outcomes for each group member
- estimated costs and other resource constraints
- qualitative and quantitative research methods
- design of samples
- use of survey instruments
- proposed methods of analysing and reporting of data collected
- data processing methods and storage
- data analysis techniques
- provide an overview of key provisions of relevant legislation, codes of practice and national standards affecting their research
- Timing and method of at least 2 planned ‘work in progress’ (WIP) ‘Status Reports’ (All group members are required to contribute and ‘sign-off’ before submitting.
Due: Week 7
Assessment Task 3 – Market Research Report and Presentation
Group or Individual: Group
Purpose:
Assessment Task 3 requires you to conduct primary and secondary research consistent with a Market Research Plan (Assessment Task 2), and report on their findings.
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.
Requirements:
You are required to conduct both primary and secondary research on the nominated topic (WIL client brief), analyse the information collected, and prepare a 2,500 word report on your research findings.
You are first required to undertake secondary research to identify key market drivers/ findings/ insights relevant to the issue/ business /product or service. You are then required to conduct primary research to validate the key findings / insights, and make recommendations as to their impact on the Communications strategy.
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.
You are required to present their research findings in class (10-minute presentation) as part of a business style ‘pitch’).
Due: Week 13
Further details of all assessments will be available in the Assessment overview document in the Canvas shell and discussed in class.
Assessment Matrix
The assessment matrix that maps all the assessment is available on CANVAS. 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 particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission. Your teacher will provide feedback regarding what you need to do to improve and will 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. Grading & re-submissions Successful re-submissions will contribute a CAG only (Competency Achieved Grading) result to your overall grade 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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment 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. Marking Guide (Grading) After achieving competency we then grade your performance in the unit and you will achieve one of the following grades: Final Grades table: CHD Competent with High Distinction CDI Competent with Distinction CC Competent with Credit CAG Competency Achieved – Graded CA Competency Achieved – Not Graded NYC Not Yet Competent DNS Did Not Submit for assessment Further information regarding the application of the grading criteria will be provided by your teacher.
Course Overview: Access Course Overview