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: C5281 - Diploma of Business (Public Relations)
Course Contact : Sally Parrott
Course Contact Phone: +61 3 9925 5175
Course Contact Email:sally.parrott@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Contact Liz Grady
Email liz.grady@rmit.edu.au
Phone +61 3 9925 5423
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
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 |
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
A range of learning activities are planned for this course including self-paced and collaborative classroom based activities. The self-paced activities will be delivered thought various technology platforms and include your contribution to homework activities, reflective journals, quizzes and interactive sessions.
The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment. We expect you to participate and contribute in all scheduled learning activities.
Teaching Schedule
Topic 1
Course Introduction and overview
- key learning outcomes
- course in the context of PR
Topic 2
Market Research Overview
- types of research
- market research process
- secondary research - library
Topic 3
Secondary Research (cont.)
Topic 4
Research Methodology
Problem definition & hypotheses
Topic 5
Research Methodology (cont.)
Exploring research tools
Topic 6
Research Methodology (cont.)
Exploring research tools
Topic 7
Identifying & recruiting respondents
Preparing data gathering resources
Topic 8
Gathering data using various tools
Topic 9
Gathering data (cont.)
Topic 10
Analysis of research information
Continue working on Assessment 2
Topic 11
Analysis of research information
Collation and analysis
Topic 12
Preparation of research reports
Learning Resources
Prescribed Texts
References
Other Resources
There are no prescribed texts for this course. Resource materials will be provided through the course delivery.
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
PLEASE NOTE The above has been superseded by the below:
Assessment Task 1
Quiz – Concepts and Theories (Due in class Week 7)
A one hour quiz testing key theoretical concepts and application of basic theoretical principles will. This is an individual assessment, is closed book and must be completed within the allocated time period.
Assessment Task 2
Major Project Part 1 (Due in class Week 11)
Working in groups of 3-4, students will work with a real-world client to develop a market research brief. Students will prepare a brief research plan incorporating both qualitative and quantitative research.
Assessment Task 3
Major Project and Presentation Part 2 (Due in class Week 15)
Building from Assessment Task 2, students will work in the same groups to conduct the research and prepare a research report that collates and analyses the collected data.
Assessment Matrix
Course Overview: Access Course Overview