Course Title: Conduct market research
Part B: Course Detail
Teaching Period: Term1 2012
Course Code: MKTG5830C
Course Title: Conduct market research
School: 650T TAFE Business
Campus: City Campus
Program: C4228 - Certificate IV in Marketing
Course Contact : Tim Wallis
Course Contact Phone: +61 3 9925 5423
Course Contact Email:timothy.wallis@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Nominal Hours: 60
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 required
Course Description
This unit applies to non specialist market research personnel who have data and information gathering and analysis as a major part
of their role and who are required to conduct market research. These individuals may work in areas such as marketing, communications, strategic planning and organisational development.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG408B Conduct market research |
Element: |
1. Conduct desk research to gather background market information |
Performance Criteria: |
1.1. Conduct initial desk research using appropriate sources to gather background market information |
Element: |
2. Develop research methodology and objectives |
Performance Criteria: |
2.1. Develop hypotheses and research objectives for market research |
Element: |
3. Recruit respondents |
Performance Criteria: |
3.1. Interpret market research plans to identify potential respondents and their requirements |
Element: |
4. Gather data and information from respondents |
Performance Criteria: |
4.1. Prepare and arrange resources for data gathering |
Element: |
5. Analyse research information |
Performance Criteria: |
5.1. Conduct checks on quality of data and information collected |
Element: |
6. Prepare research reports |
Performance Criteria: |
6.1. Collate and assess findings for relevance and usefulness to research objectives |
Learning Outcomes
This unit describes the performance outcomes, skills and knowledge required to conduct market research using interview and survey
methodologies (not specialist statistical design and analysis) and to report on findings.
Details of Learning Activities
This unit is clustered with Profile a Market and Establish & Adjust the Marketing Mix.
Students will undertake transnational project - required to undertake research to identify the market, scope and identify trends / opportunities. Use that information as the basis of constructing a marketing plan to answer the brief provided by an industry client.
Teaching Schedule
Week 1
Introduction/outline/getting ready for SKYPE session
Week 2
M1C – SKYPE tues am
M1A/B group interactivity
Research Approaches
Week 3
Research methods continued inc competitor analysis
Week 4
Structure survey/pilot survey
Week 5
SWOT PEST (LE to cover Monday 5th March)
Week 6
4P’s – product
Individual Assessment – report on research methods
Week 7
4P’s – price
Week 8
4P’s – promotion
Week 9
4P’s – place
Week 10
Activity planning, scheduling
Week 11
contingency
Week 12
Group Marketing Plan due in
Group Assessment
Week 13
Adjust marketing plan – individual reflection
3rd assessment (individual)
Week 14
Presentations
Assessment for Make a Presentation (Jack Shearer)
Week 15
Feedback
Week 16
Resubmissions
Learning Resources
Prescribed Texts
Solomon, Saupin, Hughes, Citty, Marshall, & Stuart, Real Marketing, the People, the Choices, Pearson 2012 |
References
References provided in class |
Other Resources
Overview of Assessment
Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.
Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. 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.
Assessment Tasks
Assessment tasks have been adjust to answer the brief of the industry client.
1. Research report
2. Marketing Plan
3. Presentation
Assessment Matrix
Course Overview: Access Course Overview