Course Title: Identify and evaluate marketing opportunities
Part B: Course Detail
Teaching Period: Term2 2025
Course Code: MKTG6131C
Course Title: Identify and evaluate marketing opportunities
School: 525T Business & Enterprise
Campus: Melbourne Cricket Education Academy
Program: C5425 - Diploma of Social Media Marketing
Course Contact: Nick Reynolds
Course Contact Phone: +61 3 9925 0791
Course Contact Email: nick.reynolds@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Ozlem Agca
ozlem.agca@rmit.edu.au
Nominal Hours: 70
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
There are no pre-requisites for this unit.
Course Description
This unit describes the skills and knowledge required to identify, evaluate and take advantage of marketing opportunities by analysing market data, distinguishing characteristics of possible markets and assessing viability of changes to operations.
The unit applies to individuals working in a supervisory or management marketing or advertising role within a marketing or advertising team or media organisation.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG541 Identify and evaluate marketing opportunities |
Element: |
1. Explore marketing opportunities |
Performance Criteria: |
1.1 Analyse information on market and business needs for marketing opportunities 1.2 Identify potential new markets 1.3 Apply innovative approaches relevant to the development of potential marketing opportunities |
Element: |
2. Evaluate marketing opportunities |
Performance Criteria: |
2.1 Identify and analyse opportunities for organisational fit according to organisational goals and capabilities 2.2 Analyse the viability of each opportunity2.3 Determine probable return on investment and potential competitors 2.4 Select marketing opportunities according to outcomes of viability analysis, return on investment and competition |
Element: |
3. Evaluate required changes to current operations |
Performance Criteria: |
3.1 Seek feedback from relevant stakeholders 3.2 Incorporate feedback received for current operations and take advantage of viable marketing opportunities 3.3 Review current operations and document changes needed 3.4 Identify resource requirements for marketing opportunities 3.5 Document and communicate viability of marketing opportunities to key stakeholders |
Learning Outcomes
Details of Learning Activities
In the course you will develop the skills to identify, interpret and take advantage of marketing opportunities by analyzing market data, distinguishing characteristics of possible markets and assessing viability of changes to operations.
This course is largely face-to-fate with workshop activities that need to be completed during class time. In some cases you will see some of the activities prior to the commencement of classes but in most cases you will need to attend to complete the required work for assessment purposes. Please review Canvas on going so that you can see specific current semester delivery details about the course.
Teaching Schedule
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Weekly Schedule MKTG6113C - Identify and evaluate marketing opportunities Semester 2, 2025 | |||
Week |
Date |
Topics |
Assessment |
| Week 1 |
Introduction to course and
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| Week 2 |
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Pitstop 1 |
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| Week 3 |
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Pitstop 2 |
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| Week 4 |
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PITSTOP 3 in class presentations |
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| Week 5 |
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| Week 6 |
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Assessment 1 - Report Due | |
| Week 7 |
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Mid-Semester Break | |||
| Week 8 |
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| Week 9 |
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Assessment 2-Part 4 in class. Assessment 2 Due End of class |
Learning Resources
Prescribed Texts
References
Other Resources
All resources are available on Canvas
Overview of Assessment
In order to achieve competency in this unit you must demonstrate the following:
Performance Evidence
The candidate must demonstrate the ability to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including evidence of the ability to:
- identify and evaluate at least three marketing opportunities.
In the course of the above, the candidate must:
- comply with organisational policies and procedures
- communicate and document potential of identified marketing opportunity to relevant stakeholders.
Knowledge Evidence
The candidate must be able to demonstrate knowledge to complete the tasks outlined in the elements, performance criteria and foundation skills of this unit, including knowledge of:
- key provisions of relevant legislation, codes of practice and national standards affecting marketing operations
- how to calculate the financial viability of marketing opportunities
- return on investment
- financial and marketing data
- organisational structure, products and services
- principles of marketing and marketing mix
- statistical methods and techniques to evaluate marketing opportunities, including forecasting techniques.
Assessment Conditions
Skills in this unit must be demonstrated in a workplace or simulated environment where the conditions are typical of those in a working environment in this industry.
This includes access to:
- legislation, regulations, standards and codes for marketing
- workplace marketing documentation and resources relevant to performance evidence.
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
For this course, one project is split across two (2) assessments. Both need to be completed satisfactorily to be deemed competent. This is assessment task 1.
In this project, you are to demonstrate your analysis skills by identifying possible marketing opportunities for an organisation. (All facts must be clearly referenced, and at least three different sources of data must be used.)
You are required to come up with three (3) new product/service concepts in new categories for this organisation.
Using innovative approaches to identify potential new markets to satisfy business needs, you will evaluate and validate and prioritise each new concept.
Throughout this project, you will be required to attend three (3) meetings with your stakeholders (teacher and peers) to meet organisational requirements. These meetings are called “pitstops.” The dates and times will be provided on the Canvas schedule. Please note: All students are required to upload work during class pitstop meetings individually.
Week 2 (Pitstop 1): By the end of class you must have chosen your company, category and be ready to present to your teacher. You are to complete your project template (on Canvas).
Week 3 (Pitstop 2): You are to brainstorm new product ideas and submit a brainstorming list and mind map by the end of class.
Week 4 (Pitstop 3): You must present your potential opportunities for discussion with your class and teacher and upload feedback by the end of class.
Assessment Task 2:
For assessment Task 2 you will use the research and analysis that you conducted in Assessment 1 and evaluate the new marketing opportunities identified. Once you have established the most feasible and valid opportunity, you will prepare a marketing launch plan for this opportunity.
Assessment Matrix
The assessment matrix that maps all the assessments is available on Canvas
Other Information
Feedback and grades
Feedback on your assignment and your results will be released via the rubric on Canvas. Assessment tasks will receive the following outcomes:
CA - Satisfactory
NYC - Not Satisfactory
DNS - Did not Submit
There are 2 assessments for this course, students must be deemed competent in all 2 assessments to be competent in this course.
Instructions on submitting assessment requirements
- This is an individual assessment.
- You must submit your work online via the Learning Management System prior to the presentation
- You should ensure that you submit assessments on or before the due date.
- Always retain a copy of your assessment tasks. (hard copy and soft copy)
Extensions
Extension Application:
If you are prevented from submitting an assessment on time by circumstances outside of your control, you can apply for an extension (minimum of one business day before the assessment due date - i.e. if your assessment is due on Sunday, you must submit your request by Thursday of that week).
To apply, please complete and sign the extension formLinks to an external site., ensuring you provide supporting documentation as evidence and send it directly to ryan.gunasekera@rmit.edu.au. You will be notified of the outcome within one business day.
Special Consideration:
Where an extension of greater than seven days is needed, you must apply for Special Consideration.Links to an external site.
Course Overview: Access Course Overview