Course Title: Identify and evaluate marketing opportunities
Part B: Course Detail
Teaching Period: Term1 2024
Course Code: MKTG6113C
Course Title: Identify and evaluate marketing opportunities
Important Information:
Please note that this course may have compulsory in-person attendance requirements for some teaching activities.
To participate in any RMIT course in-person activities or assessment, you will need to comply with RMIT vaccination requirements which are applicable during the duration of the course. This RMIT requirement includes being vaccinated against COVID-19 or holding a valid medical exemption.
Please read this RMIT Enrolment Procedure as it has important information regarding COVID vaccination and your study at RMIT: https://policies.rmit.edu.au/document/view.php?id=209.
Please read the Student website for additional requirements of in-person attendance: https://www.rmit.edu.au/covid/coming-to-campus
Please check your Canvas course shell closer to when the course starts to see if this course requires mandatory in-person attendance. The delivery method of the course might have to change quickly in response to changes in the local state/national directive regarding in-person course attendance.
School: 525T Business & Enterprise
Campus: City Campus
Program: C4421 - Certificate IV in Entrepreneurship and New Business
Course Contact: Thersea Lyford
Course Contact Phone: +61 3 9925 5444
Course Contact Email: theresa.lyford@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Maurice Tornello
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
Nil
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.
No licensing, legislative or certification requirements apply to this unit at the time of publication.
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 to identify marketing opportunities1.2 Identify potential new markets1.3 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 capabilities2.2 Analyse the viability of each opportunity2.3 Determine probable return on investment and potential competitors2.4 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 stakeholders3.2 Incorporate feedback received for current operation and take advantage of viable marketing opportunities3.3 Review current operations and document changes needed.3.4 Identify resources requirements for marketing opportunities3.5 Document and communicate viability of marketing opportunities to key stakeholders newly identified marketing opportunities and required changes |
Learning Outcomes
On successful completion of this course you will have developed and applied the sills and knowledge required to demonstrate competency in the above elements.
Details of Learning Activities
A range of learning activities are planned for this course including self-paced and discussion activities, presentations. pit-stops, analysis and preparation of a report.
The self-paced activities will be delivered face to face, through various technology platforms and may include your contribution to wikis and discussion threads, and interactive sessions.
The collaborative activities will include group discussions, group activities and opportunities to practice your skills in a simulated environment. We expect you to participate and contribute to all scheduled learning activities.
Teaching Schedule
Semester 1, 2024
| Week | Topic | Readings and Activities | Assessment | |||
|
Week 1
|
This week we will cover course requirements and support documents / resources. Including:
|
Reading:
Activity:
|
|
|||
|
Week 2
|
Analyse market information Identifying opportunities through Innovative approaches and review databases |
Resource/Readings:
Activity:
|
|
|||
|
Week 3
|
Identifying opportunities through Innovative approaches and concept |
Resource/Readings:
Activity:
|
||||
|
Week 4
|
Legal Environment |
Resource/Readings:
Activity:
|
Pitstop 1 including presentations |
|||
|
Week 5
|
Feasibility and validation Marketing Metrics and ROI |
Resource/Readings:
Activity:
|
||||
|
Week 6
|
Finalise brainstorm for new product ideas (workshop) |
Resource/Readings:
Activity:
|
||||
|
Week 7
|
– Presentation of Opportunities |
Resource/Readings:
Activity:
|
Assessment 1 pitstop 2 |
|||
|
Week 8
|
Impact on marketing principles of new opportunity and marketing mix review including Target Markets and NPD
Mid Semester Break |
Resource/Readings:
Activity:
Mid Semester Break 14 April – 20 April |
||||
|
Week 9
|
Draft feasibility questions and upload draft by the end of class |
Resource/Readings:
Activity:
Con’t Maslow needs (profile) Identify & develop Opportunities (3) identify 3 concepts (new) to the company New product development process Idea – to commercialisation process |
Assessment 1 pitstop 3 |
|||
|
Week 10
|
Finalise PEST/SWOT |
Resource/Readings:
Activity:
|
||||
|
Week 11
|
Finalise PEST/SWOT |
|
Due Sun 11.59pm |
|||
|
Week 12
|
Assessment 2 |
Resource/Readings:
Activity:
|
||||
|
Week 13
|
Report Writing |
Resource/Readings:
Activity:
|
||||
|
Week 14
|
Work on Assessment 2 |
Resource/Readings:
Activity:
|
|
|||
|
Week 15
|
Assessment 2 overview and workshop - final |
Reading:
Activity:
|
Assessment 2 Due end of Class (upload to canvas) |
|||
|
Week 16
|
Resubmission and Feedback |
Assessment feedback and resubmits advice |
|
Learning Resources
Prescribed Texts
References
Other Resources
Online learning materials and all relevant resources are available on Canvas and can be accessed by going into the RMIT website's Online Learning Hub.
The online learning materials listed include:
- Course outlines
- Power point Presentations
- Supporting Reading material
- Industry relevant articles
- Activities.
Overview of Assessment
Assessment for this course is ongoing throughout the semester. Your knowledge and understanding of course content is assessed through participation in class exercises, oral/written presentations and through the application of learned skills and insights. Full assessment briefs will be provided and can be found on CANVAS.
Assessment Tasks
For this course there are two (2) assessments that need to be completed satisfactorily to be deemed competent in this course. Detailed instructions for each course are provided on Canvas here: https://rmit.instructure.com/courses/133687/assignments
Assessment Matrix
The Assessment matrix that maps all assessments is available on Canvas.
Other Information
Submission Requirements
- Ensure that you submit assessments on or before the due date.
- Always retain backup copies of your assessment tasks.
- When you submit work for assessment at RMIT University you need to use the Assessment task document that includes a declaration and statement of authorship.
- Each page of your assessment should include a footer with your name, student number, the title of the assessment, unit code and title and page numbers.
Resubmissions (VET Programs)
If you are found to be unsuccessful (Not satisfactory/Unsatisfactory) in a Course Assessment Task you will be allowed one resubmission. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.
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.
Penalties for Late Submission
Late submissions of assignments without special consideration or extension will automatically be considered a re-submission (see above).
Extensions, Special Consideration and Adjustment to Assessments
Extensions:
Extensions are available for unforeseen circumstances of a short-term nature.
An application form must be submitted to the school at least one working day before the due date of the assessment, submitted to suzanne.bevacqua@rmit.edu.au
Extensions can be approved for a maximum of one week (seven calendar days) past the due date for an assessment. (Where students need an extension exceeding one week they must instead apply for special consideration.)
Special consideration:
Special consideration is available for unexpected circumstances outside students’ control. These include but are not limited to: unexpected short-term ill health, and unavoidable family, work, cultural or religious commitments.
An application for special consideration is made in advance of an assessment wherever possible but will normally be accepted within five working days after the assessment date
For more information, see the Special Consideration page of the RMIT website.
Adjustments to Assessment:
RMIT provides several adjustments to assessment for students experiencing ongoing or long-term circumstances. Find the right one for your circumstances here.
Feedback
You can expect to receive marks and feedback on in-course assessment work in time to improve your performance in related assessment tasks later in the course.
Academic Integrity and Misconduct
Students demonstrate academic integrity in their assessment practices by:
- engaging with assessment activities in an honest way;
- providing accountability for the authorship and originality of work submitted;
- acknowledging the work of others and the re-use of original work.
Academic misconduct is addressed in accordance with the Student conduct policy
Assessment involving research with human participants, their information or their tissue, or animal subjects is carried out in accordance with the Staff ethics and integrity policy.
For further information see the Academic Integrity website.
Review and Appeal
A student may request a review of an assessment result or appeal a final course grade in accordance with the Conduct of assessment and appeals section of the Assessment Processes.
Grade Criteria
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.
The following grades are available for this course.
CA - Competency Achieved
NYC - Not Yet Competent
DNS - Did Not Submit for assessment
Course Overview: Access Course Overview