Course Title: Manage market research
Part B: Course Detail
Teaching Period: Term1 2021
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
Joe Matthews
Joseph.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
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
In this course you will learn the key elements of how to plan, implement and measure a market research project in response to an organisational requirement, or a marketing brief.
These skills are valuable to all marketing executives ~ regardless of the size of an organisation that you work in.
You will have the opportunity to work on a real 'client brief', and are expected to produce research conclusions that assist the 'client' to make informed strategic decisions.
This course will be delivered through face-to-face / online classes and by accessing materials and resources here in Canvas.
Teaching Schedule
The course contains a summary of the learning structure, which will help you to check that you are on-track, including:
- When classes are held
- What learning materials and activities need to be completed; and,
- When your assessments tasks are due
|
Course Schedule: RMIT CODE: MKTG-7913C Manage Market Research (BSBMKG607) Semester 1: 2021 | |||||
1emester Week No. |
Topic |
Readings and Activities |
Assessment |
||
|
Week 1
|
Introduction to the Course including:
Reading: Course Guide and Assessment overview Activity: Exploring course schedules and discussion |
|
|||
Week 2 |
Understanding the role of market research in marketing communications |
Assessment review and commencement Understanding Projects |
Activity: SWOT |
||
|
Week 3
|
Market research methods: Secondary Research using RMIT Library databases | Library Database Research Activity (mandatory submission) | |||
Week 4 |
Assessment Task 1: Quiz | Assessment Task 1 due. |
Activity: RMIT Database search Assessment Task 1: Quiz |
||
Week 5 |
Research Planning tutorial |
Planning your market research objectives, tasks, and outcomes |
|||
Week 6 |
Research Project Planning tutorial |
Preparing your Research Plan |
Due: Assessment Task 2 Part A (Research Brief) | ||
Week 7 |
Research Project Planning tutorial |
Research Plan |
|||
Week 8 |
Market research Quantitative and sampling -Survey Techniques – Questionnaire Design |
Reading: Weekly Slides Wk8 Activity: Teacher group support for Assessment 1 |
Activity: Pre-testing |
|
|
Week 9 |
Activation |
Aligning your research plan and your advertising plan |
Activity: Activation |
|
|
Week 9 |
Qualitative Research - Focus Groups, depth Interviews – Discussion guides |
Due: Assessment Task 2 Parts B,C, D |
|
|
|
Week 10 |
Review: Research Plan and WIP |
Reading:Case study |
|
|
|
Week 11 |
Event Conducting research – ethical and legal requirements -Results and data processing methods and data analysis techniques |
Reading: Weekly Slides Wk11 Activity: Events Discussion |
Activity: Legal and ethics |
|
|
Week 12 |
Market Research Guest Speaker (TBC) Report Writing |
Activity: Guest Speaker (TBC) Report Writing |
|
|
|
Week 13 |
Tutorial: Research report workshop |
Assessment Task 3 Due |
|
|
|
Week 14 |
Research Report presentations | Research Report presentations | Due: Assessment Task 3 Part A (Research Report) |
|
|
Week 15 |
Research terms and definitions | Sue: Assessment Task 3 Part B (Research Presentations) |
|
|
|
|
Week 16 Week 17 |
Feedback and Re-submissions Finalise Resubmits |
Finalise Resubmits |
|
|
Learning Resources
Prescribed Texts
References
Other Resources
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
Summary and Purpose of Assessment Task 1
Assessment Task One is one (1) of three (3) assessment tasks you need to complete satisfactorily, to be deemed ‘competent’ for this unit of study.
Assessment Instructions
To complete this assessment task, you must satisfactorily answer all four (4) short answer questions outlined below, in line with the word counts shown. Answer all questions in the spaces provided, using full sentences (not dot points).
Where:
You will complete this knowledge assessment under supervision during scheduled class time and submitted on Canvas by semester week 4 as indicated on the Canvas shell.
How:
If you are not able to attend the scheduled assessment timeframe you need to advise your teacher so that an alternative assessment arrangement can be made.
This knowledge assessment is an individual assessment task that must be completed with minimal support from your supervisor (allowed support includes further explanation of the task requirements or explanation of assessment criteria etc).
Important: All knowledge assessment questions must be answered correctly, for you to be assessed as satisfactory for this assessment task.
Summary and Purpose of Assessment Task 2
This is assessment task two (2) of three (3) assessment tasks you need to complete satisfactorily, to be deemed ‘competent’ for this unit of study.
This task requires you to assume the role of a ‘Senior Marketing Professional’ who is responding to a business research requirement. This research requirement may be based on the Work Integrated Learning (WIL) client brief, or an alternative as discussed and agreed to by the Teacher.
You are to identify market research requirements based on the Client Brief you are working with, develop a Market Research Plan based of the requirements in the Client Brief, conduct ‘desk research’ to evaluate and select potential research agency / provider of goods and services, and prepare a contract to formally engage the selected research agency / provider.
This task is split into four (4) parts as follows: (Note: each Part is due on a different date – see above)
- PART A - Write a Research Brief (template provided)
- PART B - Write a Market Research Plan (sample template provided)
- PART C - Evaluate and select a Research Agency / Provider (template provided)
- PART D - Prepare a Contract for goods and services (sample template provided)
Note: You are permitted to work in groups to discuss and exchange ideas on each of the parts of the task above but must submit your individual work.
Complete all Parts A-D according to the instructions provided below:
PART A – Write a ‘Research Brief’
- Due: Week 6
You will be provided with a Client Brief stating the business requirements and research outcomes. You are then required to interpret the Client Brief and to write a ‘Research Brief’ detailing the research requirements and research objectives.
- A ‘Research Brief’ template will be provided to you as a guide.
- The ‘Client Brief’ will be provided by a real client and is expected to be a WIL client brief. Note, an alternative may be required if this unit is not associated with a WIL client.
The ‘Research Brief’ must be suitable to provide to an external research agency / provider for them to conduct targeted market research that achieves the client objectives as stated in the Client Brief.
To complete this task, you must complete all sections of the research brief template provided – see Template 1
Part B –Market Research Plan
- Due Week 10
Based on the Research Brief, you are to develop and prepare a detailed Market Research Plan to the point of finalisation (for smooth implementation). You are to use the Market Research Plan template (Template 2) provided as a guide.
The Market Research Plan should be presented as formal document and include an introduction and project description, outlining the purpose and key objectives. The plan must also include detailed work specifications/plans including:
- Research policies and procedures to be followed, e.g. WHS procedures, practices, policies and precautions, procedures for engaging external consultants, and any measures to be taken to ensure quality of data for validity and reliability etc.
- An overview of the key provisions of relevant legislation, codes of practice and national standards that will affect the proposed marketing operations
- Specifications developed for any research components to be outsourced to external consultants, including performance expectations and contractual requirements*.
- Consultants/services providers that could be used to support the project, and the key requirements that must be met to engage them
- Resource requirements, including specific goods and services for implementation, and criteria for selection (e.g. preferred suppliers, availability, flexibility across project etc.)
- Activities, tasks, responsibilities, and deadlines (at least 3 entries – 2 of which are external consultants or service providers) – refer to Section 8 of MRP template
* Here, you must describe the specific quantitative / qualitative, primary / secondary research requirements – what is the actual research to be conducted?
Part C – Evaluate and select a research agency / provider
- Due Week 10
You are required to conduct ‘desk research’ of at leasttwo (2) external research agencies / providers identified in the plan. Research may include any consultation taken place. You must then evaluate capabilities of the external agency/provider, and select the most appropriate external research agency/ies / provider(s), based on their ability to provide the required goods and services, and meet the requirements of the Research Brief andResearch Plan.
The desk research is to include the following:
-
- A completed ‘Section criteria’ form for each agency (i.e. at least 2 in total) – see ‘Template 3’
- An evaluation and summary of suitability based on the research requirements (250 words)
Note, you access Template 3 as a separate handout - Research Agency evaluation criteria
Part D – Prepare a contract for goods and services
- Due Week 10:
You are to prepare and submit a ‘contract’ to formally engage consultant(s) via the external research agency that clearly stipulates the goods and services to be provided.
All submissions must include the following as a minimum:
- RMIT Cover Page – showing (examples):
- ‘Assessment Task 1 – ‘Engage external consultants’
- Submission date
- RMIT Subject(s) title & code
- Student name and student number
You will need to source and/or adapt a suitable template appropriate for the good/services to be procured. A sample template provided by the State of Victoria Government can be found at the link below:
Where
You will be given some time to work on this assessment during class. The majority of the work should be conducted in your own time.
How
You 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 as either ‘Satisfactory’ or ‘Not Satisfactory / Not Observed / Did Not Submit’.
To achieve a satisfactory result, you will need to address all criteria satisfactorily.
Summary and Purpose of Assessment Task 3
This is assessment task two (2) of three (3) assessment tasks you need to complete satisfactorily, to be deemed ‘competent’ for this unit of study.
This task requires you to assume the role of a ‘Senior Marketing Professional’ who is responding to a business research requirement. This research requirement may be based on the Work Integrated Learning (WIL) client brief, or an alternative as discussed and agreed to by the Teacher.
You are to identify market research requirements based on the Client Brief you are working with, develop a Market Research Plan based of the requirements in the Client Brief, conduct ‘desk research’ to evaluate and select potential research agency / provider of goods and services, and prepare a contract to formally engage the selected research agency / provider.
This task is split into four (4) parts as follows: (Note: each Part is due on a different date – see above)
- PART A - Write a Research Brief (template provided)
- PART B - Write a Market Research Plan (sample template provided)
- PART C - Evaluate and select a Research Agency / Provider (template provided)
- PART D - Prepare a Contract for goods and services (sample template provided)
Note: You are permitted to work in groups to discuss and exchange ideas on each of the parts of the task above but must submit your individual work.
Complete all Parts A-D according to the instructions provided below:
PART A – Write a ‘Research Brief’
- Due: Week 6
You will be provided with a Client Brief stating the business requirements and research outcomes. You are then required to interpret the Client Brief and to write a ‘Research Brief’ detailing the research requirements and research objectives.
- A ‘Research Brief’ template will be provided to you as a guide.
- The ‘Client Brief’ will be provided by a real client and is expected to be a WIL client brief. Note, an alternative may be required if this unit is not associated with a WIL client.
The ‘Research Brief’ must be suitable to provide to an external research agency / provider for them to conduct targeted market research that achieves the client objectives as stated in the Client Brief.
To complete this task, you must complete all sections of the research brief template provided – see Template 1
Part B –Market Research Plan
- Due Week 10
Based on the Research Brief, you are to develop and prepare a detailed Market Research Plan to the point of finalisation (for smooth implementation). You are to use the Market Research Plan template (Template 2) provided as a guide.
The Market Research Plan should be presented as formal document and include an introduction and project description, outlining the purpose and key objectives. The plan must also include detailed work specifications/plans including:
- Research policies and procedures to be followed, e.g. WHS procedures, practices, policies and precautions, procedures for engaging external consultants, and any measures to be taken to ensure quality of data for validity and reliability etc.
- An overview of the key provisions of relevant legislation, codes of practice and national standards that will affect the proposed marketing operations
- Specifications developed for any research components to be outsourced to external consultants, including performance expectations and contractual requirements*.
- Consultants/services providers that could be used to support the project, and the key requirements that must be met to engage them
- Resource requirements, including specific goods and services for implementation, and criteria for selection (e.g. preferred suppliers, availability, flexibility across project etc.)
- Activities, tasks, responsibilities, and deadlines (at least 3 entries – 2 of which are external consultants or service providers) – refer to Section 8 of MRP template
* Here, you must describe the specific quantitative / qualitative, primary / secondary research requirements – what is the actual research to be conducted?
Part C – Evaluate and select a research agency / provider
- Due Week 10
You are required to conduct ‘desk research’ of at leasttwo (2) external research agencies / providers identified in the plan. Research may include any consultation taken place. You must then evaluate capabilities of the external agency/provider, and select the most appropriate external research agency/ies / provider(s), based on their ability to provide the required goods and services, and meet the requirements of the Research Brief andResearch Plan.
The desk research is to include the following:
-
- A completed ‘Section criteria’ form for each agency (i.e. at least 2 in total) – see ‘Template 3’
- An evaluation and summary of suitability based on the research requirements (250 words)
Note, you access Template 3 as a separate handout - Research Agency evaluation criteria
Part D – Prepare a contract for goods and services
- Due Week 10:
You are to prepare and submit a ‘contract’ to formally engage consultant(s) via the external research agency that clearly stipulates the goods and services to be provided.
All submissions must include the following as a minimum:
- RMIT Cover Page – showing (examples):
- ‘Assessment Task 1 – ‘Engage external consultants’
- Submission date
- RMIT Subject(s) title & code
- Student name and student number
You will need to source and/or adapt a suitable template appropriate for the good/services to be procured. A sample template provided by the State of Victoria Government can be found at the link below:
Where
You will be given some time to work on this assessment during class. The majority of the work should be conducted in your own time.
How
You 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 as either ‘Satisfactory’ or ‘Not Satisfactory / Not Observed / Did Not Submit’.
To achieve a satisfactory result, you will need to address all criteria satisfactorily.
Assessment Matrix
Assessment Task 1: Quiz - Due Week 4
Assessment Task 2: Market Research Plan Due Week 10
Assessment Task 3: Market Research Report Due Week 15
Course Overview: Access Course Overview