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This document aims to assist staff in the vocational education and training (VET) sector to develop their skills in market research and marketing planning. It contains nine tools and a variety of models of good practice, designed to be used by individuals and groups within registered training organisations (RTOs) in Australia, especially those who are not professional marketers. Though the tools relate to online products and services, they are also applicable to other fields, and can be customised to suit individual RTOs. The nine tools are outlined in detail in the paper and cover: data collection tasks; data analysis steps; criteria for validity testing; how to use research findings to assist planning and implementation; strategies for online marketing and promotion; implementation steps for Customer Relationship Management; alternative ways to form and sustain alliances; strategies for developing products; and guidelines for pricing products. Step by step instructions are provided for how to effectively use each tool.