Course Title: Manage market research
Part B: Course Detail
Teaching Period: Term1 2020
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: Felicity Burns
Course Contact Phone: +61 3 99255486
Course Contact Email: felicity.burns@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
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 will be delivered 'face to face' including lectures and tutorials. Students are required to undertake additional work in their own time.
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.
Teaching Schedule
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Week No. w/start |
Topic |
Readings and Activities |
Assessment |
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Week 1 10 Feb. |
Introduction to the Course including:
Reading: Course Guide and Assessment overview Activity: Exploring course schedules and discussion |
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Week 2 17 Feb |
Understanding the role of market research in marketing communications |
Assessment review and commencement Understanding Projects |
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Week 3 24 Feb. |
Market research methods: Secondary Research using RMIT Library databases | Library Database Research Activity (mandatory submission) |
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Week 4 2 March |
Guest Speaker (TBC) Writing a market research Brief |
Activity: Writing a Research Brief Assessment Task 1 due. |
Assessment Task 1: Write a Research Brief |
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Week 5 9 March
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Research Planning tutorial |
Planning your market research objectives, tasks, and outcomes |
Labour Day - Public Holiday (Monday)
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Week 6 16 March |
Research Project Planning tutorial |
Preparing your Research Plan
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Week 7 23 March
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Research Project Planning tutorial |
Assessment task 2 due Research Plan |
Assessment 2 due: Research Plan
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Week 8 30 March
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Market research Quantitative and sampling -Survey Techniques – Questionnaire Design |
Reading:Weekly Slides Wk8 Activity: Teacher group support for Assessment 1 |
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Week 9 6 April
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Market research Quantitative and sampling -Survey Techniques |
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Easter Holiday Period 9 - 15 April 2020 |
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Week 9 |
Qualitative Research - Focus Groups, depth Interviews – Discussion guides |
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Easter Holiday Period 9 - 15 April 2020 |
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Week 10 20 April
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Review: focus groups |
Reading: topic 5 Slides review
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Week 11 27 April |
Event Conducting research – ethical and legal requirements -Results and data processing methods and data analysis techniques |
Reading: Weekly Slides Wk11 Activity: Events Discussion |
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Week 12 4 May |
Market Research Guest Speaker (TBC) Report Writing |
Activity: Guest Speaker (TBC) Report Writing |
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Week 13 11 May |
Tutorial: Research report workshop |
Assessment Task 3 Due |
Assessment Task 3 Due: Research Report |
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Week 14
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Research Report presentations | Research Report presentations |
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Week 15 25 May
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Research terms and definitions |
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Week 16 1 June
Week 17 8 June |
Feedback and Re-submissions
Finalise Resubmits |
Finalise Resubmits
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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
There are three Assessment Tasks.
Assessment Task 1 – Write a Research Brief
Date and time due: Week 4, Sunday, 11:59 PM
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 ‘Senior Marketing Professional’ and prepare a ‘Research Brief’ (document) that is provided to an external provider (ie 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.
Students 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.
Assessment Instructions to students
This is an individual assessment task.
Research Brief Format:
Students will be provided with a template / guide to assist them in completing this task.
The ‘Research Brief’ is intended to be a business document, and as such, must be concise, strategic, and be free of typos and grammatical errors.
The submission must include the following as a minimum:
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.
You will be assessed against the criteria as listed in the checklist of this task. To achieve a satisfactory result, you will need to address all criteria satisfactorily.
Assessment Task 2 – Write a Research Plan
Date and time due: Semester Week 7, Sunday, 11:59 PM.
Group or Individual: This is a group assessment task.
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.
Students 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.
Assessment Instructions to students
This is a ‘Group’ assessment task.
Research Report Format:
Students will be provided with a template / guide to assist them in completing this task.
The ‘Research Plan is intended to be a business document, and as such, must be concise, strategic, visually appealing, and be 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.
You will be assessed against the criteria as listed in the checklist of this task. To achieve a satisfactory result you will need to address all criteria satisfactorily.
Assessment Task 3 – Write a research report
Date and time due: Semester Week 13,Sunday 11:59PM
Group or Individual: This is a group assessment task.
Assessment Task 3 requires students 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.
Assessment Instructions to students
This is a group assessment task.
Students are required to conduct both primary and secondary research on the nominated topic (WIL client brief), analyse the information collected, and prepare an apx. 2,500-word report on their research findings.
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 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.
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’).
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.
You will be assessed against the criteria as listed in the checklist of this task. To achieve a satisfactory result, you will need to address all criteria satisfactorily.
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. Non submission without supporting evidence such as ELP or special consideration will mean a result of Did Not Submit (DNS)
- 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. Your assessment grades will be: Satisfactory Not satisfactory Did not Submit Final grades Final Grades table: 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