Course Title: Interpret market trends and developments

Part B: Course Detail

Teaching Period: Term1 2017

Course Code: MKTG5834C

Course Title: Interpret market trends and developments

School: 650T Vocational Business Education

Campus: City Campus

Program: C6140 - Advanced Diploma of Business (Public Relations)

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Joe Matthews

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 course covers the 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. The information assists 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 trends and market developments

Performance Criteria:

1.1 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

Details of Learning Activities

A range of learning activities are planned for this course including self-paced and collaborative classroom based activities, and guest speaker presentations from industry specialists.

The self-paced activities will be delivered thought various technology platforms and include your contribution to online research activities, 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

Induction Session
Prior to training commencement a program level induction session will be conducted that comprises the following:

• Program overview and requirements
• MyRMIT/Blackboard
• Overview of assessment requirements
• Pre-Training Review including:
o Recognition of Prior Learning and Credit Transfers
o Assessment of current skills and knowledge
• Competency/Grading Criteria
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
• Where to get support 
• Student responsibilitiesContent: Course Overview – Class Activity

Please note: this schedule is subject to change due to the availability of planned industry Guest Speaker presentations.

Week one - Introduction to research and the impact 
Week two - Public relations and research 
Week three - Research terms and definitions
Week four - Assessment Task 1 (Quiz)
Week five - Guest speaker
Week six - Presentation methods for communicating research results
Week seven: Research tutorial
Week eight - Assessment Task 2 (Research Report)
Week nine - Utilising research in PR strategy 
Week ten - Measurement of research - Assessment two due (feedback received by week twelve) 
Week eleven - Assessment Task 3 - Communications Strategy Plan due
Week twelve - Communications strategies and Research 
Week thirteen - Reporting to clients 
Week fourteen - Assessment Task 3: Student presentations 
Week fifteen - Assessment Task 3: final report due
Week sixteen - Resubmissions as required
Week seventeen - final week – no classes

Learning Resources

Prescribed Texts


Other Resources

Overview of Assessment

Assessment may incorporate a variety of methods including technical requirements documentation, homework, assignments, group and/or individual projects, in class exercises, written and practical assessments, problem solving exercises, presentations, direct observation of actual and simulated work practice, presentation of a portfolio of evidence which may comprise documents, and/or photographs and/or video and audio files, review of products produced through work-based or course activities.

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. Students will be provided with feedback throughout the course to check their progress.

Assessment Tasks

This course is co-delivered and co-assessed with MATH5332 Undertake research and analysis


You are required to complete 3 assessment tasks.

You must successfully complete all 3 tasks to be deemed competent in this course. Each assessment contributes equal value towards your final grade

Assessment Task 1: Quiz (due week 4)

This is an individual assessment task, worth 10% of the total mark. 

  • This test will be conducted online (in class), and will be automatically assessed
  • Students will have one attempt to provide the correct answer
  • This assessment task is a ‘closed book’ test
  • This assessment task is assessed individually
  • The student must correctly answer at least 15 of 20 questions to pass. Failure to achieve this mark will require a re-sit in Week 16, with a maximum grade of CAG allocated

ASSESSMENT TASK 2 - Research Report (due week 8)

This task requires students to select a contemporary ‘issue’, business, product or service as the basis for their research, conduct secondary research to identify key market drivers / insights / key findings, and prepare a comprehensive report that aims to assist the business in developing a strategic communications plan.


Students are required to clearly define both the ‘issue’ / business objectives, the research objectives, undertake primary and secondary research, analyse the data for content, structure and logic, and prepare a comprehensive research report that includes predictions, assumptions and constraints, and recommendations for future communications strategy. (These ‘key findings’ ad recommendations will form the basis of Assessment Task 3).

The report must describe the analytical techniques and processes utilised, consistent with defined business objectives and research objectives.

Details of Assessment:

The research report is to be 2,500 words, and the format is for use in a business context.

This is an individual assessment task worth 40% of the total mark.

Assessment Task 3 - Communications Strategy Research and Report (Due week 15)

This is an individual, or a ‘paired’ assessment task (prior approval required).                        

Students are required to develop a strategic Communications Strategy Plan based on the key findings and recommendations from Assessment Task 2, test the Plan using primary research, and produce a report on suggested changes to the Plan.


Students are required to conduct primary research of the proposed Communications Strategy to test for effectiveness, and prepare a report based on the research findings, including proposed changes to the Communications Strategy Plan.

Students are required to present and submit their draft Communications Research Report to the class for feedback prior to formal submission.

 Details of Assessment:

  • This Assessment Task is worth 50% of the total grade
  • Communications Strategy Plan is due Week 11
  • Presentations to be conducted Week 14
  • Final Research and Report is due Week 15

Further details regarding assessments

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 (unresolved)
Form to use:

Resubmissions (VET Programs):
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”.
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.

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

Marking Guide (Competency): 

You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying. You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.
Marking Guide (Grading)

After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

Final Grades table:
CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – Graded
NYC Not Yet Competent
DNS Did Not Submit for assessment

Further information regarding the application of the grading criteria will be provided by your teacher

Assessment Matrix

Course Overview: Access Course Overview