Course Title: Interpret market trends and developments

Part B: Course Detail

Teaching Period: Term2 2014

Course Code: MKTG5834C

Course Title: Interpret market trends and developments

School: 650T TAFE Business

Campus: City Campus

Program: C5226 - Diploma of Advertising

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact

Name and Contact Details of All Other Relevant Staff

Joseph Matthews

Mobile: 0409 431 380


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


Course Description

This unit applies to marketing professionals who use statistical techniques to analyse organisational and competitor marketing performance, and to interpret new and emerging trends when forecasting future business needs. Information gathered is used to assist 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


1. Interpret market trends and developments

Performance Criteria:

.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



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


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

This unit describes the performance outcomes, 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 that assist in targeting marketing activities and in drawing up a marketing plan.

Details of Learning Activities

Lectures, tutorial and classroom activities

Guest speakers

Workshop activities

Teaching Schedule

Week 1
Course Induction
• Course delivery and assessment details
• Course support documents
• Online learning environment including Blackboard
• Grading
• Plagiarism
• Appeals/Extensions
• Feedback/Privacy
• Submission requirements/Resubmission policy
• Where to get support
• Student responsibilities
• Use of Turnitin

Week 2. Business research requirements and maket analysis

Week 3. Research sources

Week 4 . ASSESSMENT TASK 1 (Test)

Week 5. Research workshop and skills practice

Week 6. Legal, ethical and cultural considerations in advertising research, Codes of Practice

Week 7. Research workshop and skills practice

Week 8. How to prepare a report for an organisational presentation

MID SEMESTER BREAK 1-5 september

Week 9. Advertsing research methods and concept testing. Assessment 2 due.

Week 10. Advertising research methods and concept testing

Week 11. Advertising research methods and concept testing

Week 12. How to make an effective presentation

Week 13. Workshop on finalising reports and presentations

Week 14. Presentations. Assessment 3 due.

Week 15. Presentations

Week 16. Interviews and assessment feedback

Learning Resources

Prescribed Texts

Marketing Research by John Boyce and published by McGraw Hill


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

MKTG5834C Interpret Market Trends and MKTG7823C / Co-ordinate advertising research are co-deliveed and co-assessed and timetabled together.

You must achieve competency in all three assessments to be deemed competent in these two courses.

Assessment 1: Test - Research terms and definitions

  • 10% (Individual)
  • Students will sit an online test on the topic of market research terms and definitions.
  • The terms will be further defined and discussed in class and students are encouraged to use the RMIT in-class resources (lecture slides) as a resource in preparing for the test.
  • This test will be held conducted during the scheduled class time.

Submission Instructions

• This test will be conducted online, and will be automatically assessed
• Students will have a maximum of two attempts to provide the correct answer
• This assessment task is a ‘closed book’ test
• This assessment task is assessed individually
• The assessment task is worth 10% of the student’s total mark.

Note: There is no competency or grading guide for this test as it will be conducted and marked online.

Assessment 2: Market Trends Research Report

  • 40% (Individual)
  • Due Week 9

Task: Students are required to select a product (or service) and prepare a market research report. The report will be used to determine organisational, product, and competitor business performance that assists in targeting marketing activities, and in drawing up a marketing plan and an advertising campaign. 

The research report should consist of the following key areas (as a minimum)
• Nominated product or service (including a description and features)
• An analysis of market data (multiple sources required ie ACORN, MOSAIC, PRIZM) 
o SWOT analysis, including existing and potential customers and competitor
o market trends and developments (economic, social and industry trends)
o statistical analysis relating to the product or service
o range of data sets (segmentation) used for market research
o forecasting technique
• Relevant Legislation, Codes of Practice, Standards relevant to the product / service
• Prepare a concise rationale (apx 200 words) that clearly identifies a business opportunity. (Note: this rationale forms the basis for Assessment Task 3 - Advertising Research Pilot and Report
• Referenced resources and descriptions of statistical methods and reporting formats, and techniques used by the researchers

This research is to be compiled into a Market Trends Research Report that consolidates the information listed above. The Market Trends Research Report is required to be visually effective in communicating the research and business opportunity rationale.

The Market Trends Research Report must include the following as a minimum:
• Signed and dated RMIT student declaration cover sheet
• Cover Page (Group No., Subject name(s) & Codes, Student name and number, date, version)
• Index Page / Table of Contents
• Executive Summary
• Clearly labeled sections based on the bullet points listed above
• Details regarding the research sources, methods and range of data (multiple sources required)
• Images (product features, advertising etc) as required to support the research 
• Conclusion / Summary of findings 
• Business opportunity rationale (apx 200 words) that clearly identifies a business opportunity that can be addressed using advertising media

Assessment 3: Advertising Research Pilot, Report & Presentation

  • 50% (Pairs)

Task: Based on the market research and business opportunity ‘rationale’ conducted in Assessment Task 2, students are required to source an existing advertising campaign that aims to address the stated business opportunity.
Students are required to then conduct primary and secondary advertising research (a ‘pilot’), for this campaign inclusive but not limited to:

• Information about the consumer, the product and the market environment using both primary and secondary research methods
• Assess creative concepts to determine and justify the need for concept testing based on the research
• Assess media options and scheduling to determine and substantiate the need for media research
• Identify and assess legal, ethical and cultural considerations for advertising research to determine the impact on research methods
• Confirm budget and time-frame is selecting research methods
• Select the capacity of primary and secondary research methods to provide the required information (and provide a rationale for your selection(s))
• Select and describe concept pre-test advertising methods which are most likely to provide the required information on time and within budget
• Prepare a research brief that specifies research objectives and methods, budget, time, schedule and reporting requirements
• Conduct a research ‘pilot’ to test the advertising concept(s) (primary research)
o Prepare appropriate sample questions that will provide the required information that addresses the business opportunity and advertising objectives
o Conduct a ‘pilot’ of the sample questions with sufficient data collected to conduct an analysis of results
o Analyse pilot research result findings using appropriate techniques to identify findings and their impact on advertising strategies, budgets and time lines.
o Provide a rational for the requirement to adjust advertising strategies, budgets and time lines based on the research findings
o Conduct a presentation (see below)

This information is to then be compiled into an Advertising Research Report that consolidates the information listed above. The Advertising Research Report must include the following as a minimum:\
• Signed and dated RMIT student declaration cover sheet
• Cover Page (Group No., Subject name(s) & Codes, Student names and numbers, date, version)
• Index Page / Table of Contents
• Executive Summary
• Clearly labeled sections based on the bullet points listed above
• Tabulated results of Pilot questionnaire .
• Details regarding Pilot survey range, quantity, method, details of respondents (profile and rationale), duration, budget/cost, location, limitations.
• Conclusion / Summary of findings and outcomes that relate to the advertising strategy.
• Copy of a completed Research Brief .
• Sample questionnaire used (may include screen grabs).
• Creative concepts samples used in the pilot testing.
• References and resources.


Task: Students (in pairs) are required to conduct a 10 to 15-minute (max) presentation of their Market Research Analysis and Advertising Research Pilot and Report..
The presentation is required to be visually effective in communicating the market analysis and business opportunity rationale, research pilot method and techniques, and a summary of results and recommendations for campaign or product amendments.

Each student is required to contribute equally to the presentation.
The presentation format is at the discretion of the students, however consideration must be given to the submission requirements listed below in order to be assessed..
The presentation should, as a minimum, contain the following information
• 10 to 15 minute duration (maximum)
• Cover Page (Group No., Subject name(s) & Codes, Student names and numbers, date, version), Research project title (ie product / service name)
• Product / Service summary
• Market analysis (as per Assessment Task 2)
• Business opportunity rational and advertising implications
• Advertising research pilot summary (as per Assessment Task 3)
• Sample of creative concepts used in the pilot
• Advertising research findings, conclusions and limitations
• Key learnings from the course (one slide, bullet points)
• Hard copy provided by the due date (see below)
• Soft copy uploaded into BlackBoard by the due date (see below)


More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements:
Work to be saved in a word doc or .pdf and uploaded to the assessment tab in your course blackboard shell by required date. Work sent by email will not be marked.
Work submitted after the deadline and without one of the forms below will not be accepted or marked.
Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to circumstances beyond your control, you must apply for an application of extension time BEFORE the due date:
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.
If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms for extension time and special consideration can be found at:;ID=ls0ydfokry9rz.

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 also submit the Assessment record and Cover Sheet that includes a declaration and statement of authorship. You must complete and submit this sheet with all work you submit for assessment, whether individual or group work. Assessment Record and Cover sheets for each assessment will be in each course blackboard shells and distributed with your assessment.
It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by week 16.

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:
Form to use:
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:;ID=g43abm17hc9w
Form to use:
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.

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:
More Information:;ID=7usdbki1fjf31


Assessment Matrix

Full details on how this course is assessed against the Unit elements and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher.

Course Overview: Access Course Overview