Course Title: Profile a retail market

Part B: Course Detail

Teaching Period: Term1 2012

Course Code: MKTG5863C

Course Title: Profile a retail market

School: 320T Design (TAFE)

Campus: City Campus

Program: C5235 - Diploma of Visual Merchandising

Course Contact : Sue Robinson

Course Contact Phone: +61 3 9925 4672

Course Contact

Name and Contact Details of All Other Relevant Staff

Nominal Hours: 35

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 involves reviewing the image of the store, researching market demands, profiling store customers and implementing methods to attract customers to the store.

This unit is delivered and assessed in conjunction with MKTG5864C (SIRRIND001A) Work Effectively as a Visual Merchandiser.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

SIRXMPR001A Profile a retail market


Review the image of the store.
Research market demands for the store.
Profile the store's customers.
Implement methods to attract customers to store.

Performance Criteria:

1 Review the image of the store

1.1 The components of the store are analysed.

1.2 Relevant store documentation in relation to store image is accessed and analysed.

1.3 The store image is promoted in an appropriate manner.

2. Research Market demands for the store

2.1 An appropriate area for researching market demands is selected.

2.2 Appropriate market research techniques are applied in accordance with store policies.

2.3 Market research is planned in accordance with store policies and procedures.

2.4 Data is collected and analysed and presented in an appropriate manner.

3. Profile the stores customers

3.1 The demography of the stores customers is researched.

3.2 A demographic profile is developed.

3.3 Information about changing trends is accessed and related to customer demands.


4. Implement methods to attract customers to store

4.1 Information about the customer is accessed and analysed.

4.2 Ideas for attracting customers are generated.

4.3 A suitable idea is selected and developed in collaboration with others in the organisation.

4.4 The idea is presented and discussed with supervisor.

4.5 The idea is evaluated to ensure that it meets the requirements for the target customers.

4.6 The idea is implemented in accordance with store policies and budgetary requirements.




Learning Outcomes

• analyses components of the store image by accessing relevant store documentation
• promotes the store image in an appropriate manner
• researches market demands using appropriate market research techniques
• accurately profiles store customers
• generates ideas for attracting customers to store
• selects and develops a suitable idea in collaboration with others
• presents and discusses idea with supervisor
• evaluates idea to ensure that it meets requirements for target customers
• implements the idea according to store policies and budgetary requirements

Details of Learning Activities

This course has two clustered competencies. in 2012 

SIRXMPR001A - Profile a Retail Market and SIRRIND001A  - Work Effectively as a Visual Merchandiser. 

Please refer to Work Effectively as a Visual Merchandiser  for the outline of the competency.


On successful completion of this course you will be able to understand the principles of profiling a retail market. On your timetable this competency will be referred to as "Introduction to Visual Merchandising" (Intro to VM)
This course covers reviewing retail markets through research, observation and profiling retail stores and brand images.

Activities may include
Wrritten reports / market research / group work / Guest speakers and in class exercises.and discussions.

Some learning activites will include self directed learning. Self directed learning refers to organised activities that students undertake independently either as individuals or with colleagues. This may include workplace research, library assignments, field work and work placements.

Teaching Schedule

Please refer to My RMIT (Blackboard) for weekly outline of activities.


Attendance at the Lectures is important to understand and apply the leaning of this unit of competency.

Learning Resources

Prescribed Texts


Other Resources

Please refer to Blackboard for any further resources.

Overview of Assessment

A range of assessment methods may be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
• observation of the candidate in the workplace
• third-party reports from a supervisor
• case studies
• research reports
• written or verbal questioning to assess knowledge and understanding
• review of portfolios of evidence and third-party workplace reports of on-the-job performance.

Assessment Tasks

Assessment Task 1 - VM Lifestyles

Assessment Task 2 -  Case Study

Assessment Task 3 - VM Performance

Assessment Matrix

Please refer to MY RMIT (Blackboard) for assessment matrix

Other Information

This course is clustered with Work Effectively as a Visual Merchandiser.

Course Overview: Access Course Overview