Marketing Planning Assignment Cover Assignment 2 (3)

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    Assignment front

    c

    Learner name Assessor name

    Idowu Olowe

    Date issued Completion date Submitted on

    05-03-15 21-05-15

    Qualifcation Unit number and title

    BTEC !e"el #$5% &'D (' BUS('ESS)*+,ET(' %

    Unit 17 Marketing IntelligenceUnit code. ,$/01$055Credit Value.15

    *ssinment title !eisam Soutar4 student s Canteen

    (n tis assessment 6ou ill a"e opportunities to pro"ide e"idence aainst te 7olloin criteria(ndicate te pae numbers ere te e"idence can be 7ound

    !earninoutcomes

    Criteria+e7erence

    To acie"e te criteria te e"idence must sotatte student is able to.

    Tas4 no

    8ae numbers

    !91Understandbu6erbea"iour andte purcasedecision-ma4inprocess

    !11Describe te main staes o7 te purcasedecision-ma4in process

    1

    !12E:plain teories o7 bu6er bea"iour in terms o7indi"iduals and mar4ets

    1

    !13 E:plain te 7actors tat a;ects bu6ers bea"iour 1

    !1#E"aluate te relationsip beteen brand lo6alt6ecti"es

    2

    !23*ssess te "alidit6 and reliabilit6 o7 mar4etresearc fndins

    2

    !2#8repare a mar4etin researc plan to obtainin7ormation in a i"en situation

    2

    !03 Be able toassess mar4et

    si?e and 7uturedemand

    !31 *ssess mar4et si?e trends itin a i"en mar4et 3

    1

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    Assignment front

    !328lan and carr6 out a competitor anal6sis 7or ai"en oranisation

    3

    !33E"aluate an [email protected] opportunities andtreats 7or a i"en product or ser"ice

    3

    !0# Be able tomeasurecustomersatis7action

    !#1E"aluate tecni=ues o7 assessin customerresponse

    3

    !#2Desin and complete a customer satis7actionsur"e6

    3

    !#3 +e"ie te success o7 a completed sur"e6 3

    ( certi76 tat te or4 submitted 7or tis assinment is m6 on and researc sources are 7ull6 ac4noleded

    !earner sinature. Date.

    In addition to the above PASS criteria, this assignment gives you the opportunity to submit

    evidence in order to achieve the following MERIT and ISTI!"TI#! grades

    $rade escriptor Indicative

    characteristic%s

    "onte&tualisation

    M' Identify andapply strategies tofind appropriate

    solutions

    Effective

    judgements havebeen made.

    An effectiveapproach to study

    and research hasbeen applied.

    To achieve M1, you will need to make effective judgements

    about your own idea to the validity of and

    reliability of marketing research findings

    in the scenario()Tas* +

    M+ Select % designand apply

    appropriatemethods %techni-ues

    Appropriatelearningmethodstechni!ueshave been applied.

    To achieve M" you will need to e#plore the effectiveness

    of the techni!ues that managers use for

    customers satisfaction survey.

    Tas* .

    M. Present and

    communicateappropriate findings

    $ommunication is

    appropriate forfamiliar andunfamiliaraudiences andappropriate logbooks have been

    used.

    To achieve M% your presentation must be

    in a suitable log books with appropriate

    use of marketing intelligence terms.

    ' /se criticalreflection to evaluateown wor* and 0ustify

    valid conclusions

    $onclusions have

    been arrived atthrough synthesis

    of ideas and have been justified.

    &ealisticimprovements have

    To achieve '1 you will need to use critical reflection

    to evaluate your own work and justify with

    valid conclusions the relationship between brand loyalty

    and corporate image and repeat purchasing of customers.

    )Tas* '

    2

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    Assignment front

    been proposedagainst definedcharacteristics forsuccess.

    + Ta*eresponsibility formanaging andorganising activities

    Activities have beenmanaged.

    To achieve '" you will have demonstrated aneffective approach to independent research and

    study and will have met thedeadline to submit the tasks

    and achieve the unit assessment criteria.(TAS1+

    . emonstrateconvergent %lateral %

    creative thin*ing

    'emonstrate convergentlateralcreative thinking in your&esearch and write up.

    3

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    Assignment brief

    Unit number and title 1A. )ar4etin (ntellience

    Qualifcation BTEC !EE! #$5 &'D Business )ar4etin%

    Start date 5t)arc 2015

    Deadline 21st)a6 2015

    *ssessor (D9U 9!9E

    *ssinment titleMarketing Intelligence. Lewisham Southwark CollegeCanteen and Students Decision

    Te purpose o7 tis assinment is to enable 6ou to demonstrate tat 6ou can meet all

    te learnin outcomes in te unithe scenario.*s a student o7 mar4etin< you are required to conducting a research for your final paper to besubmitted as your final essay to the Board of Governors of Lewisham Southwark College on theproduct and services offered in the Colleges Canteen which has consistently experience financialloss in the last three years

    !he new "rincipal is of the opinion that the customers #mainly students$ thought and behaviour ateach stage of their purchase are likely to vary due to certain variables %ence& you will need tocarry out an investigation to demonstrate how you understand buyers behaviour and the purchasedecision making process of the students

    !he "rincipal is confident that your investigation will be the bed rock of decision making for theboard of Governors in improving the quality of services which influence the behaviour of ma'ority ofstudents in the College

    AS! 1Issued" #thMarchDeadline" 1$thMarch %&1#This task addresses LO1 - 1.1, 1.2, 1.3,1.4 and D1

    (sing the above scenario produce a formal report that can be used to explore thecustomers#Students $ behaviour at Lewisham Southwark College in the last three years!herefore& you will need to demonstrate your understanding of their behaviour and the purchasedecision making process of the students &you will need to )*

    'uestions.

    1% Describe te main staes tat are in"ol"ed in purcase decision ma4in process

    tat a t6pical bu6er student o7 te collee% ill o trou in is$er purcases(Criteria 1)1*

    4

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    2%E:plain teories o7 bu6er bea"iour in terms o7 indi"iduals and mar4et and te7actors tat a;ect te bea"iour o7 te students Criteria L1)% and 1)+%

    3%E"aluate te relationsip beteen brand lo6alties< corporate imae and repeatpurcasin amon te students o7 te Collee(Criteria L1),*

    D1*To achieve ' you will need to use critical reflection to evaluate your own wor* and0ustify with valid conclusions the relationship between brand loyalty and corporate image

    and repeat purchasing of customers in this scenario(

    ask %Issued" %thA-ril %&1#Deadline" 1.th A-ril %&1#)

    his task addresses L/ 0 %)1 %)% %)+2%), 2M1 and D%!he College "rincipal and the Board have looked at the information you provided concerning buyers*#thestudents$ behaviour and have asked you to conduct further research into the matter on hand to enablethem have a full fledge report with the use of marketing research techniques so that the management of thestudents canteen can be fully briefed

    +ou will now need to conduct a marketing research with the use of the available known techniques to you)

    Questions

    1)E"aluate di;erent t6pes o7 mar4et researc tecni=ues 6ou could use 7or tepurpose o7 tis in"estiation in te Collee) Use tree t6pes o7 secondar6 dataa"ailable to 6ou to conduct te researc on te bu6ers bea"iour 7or a selectednumber o7 students)(Criteria %)1 and %)%%2 *ssess te "alidit6 and reliabilit6 o7 6our researc fndins 7rom abo"e)(Criteria%)+*+)8repare a mar4etinresearc plan to obtain in7ormation in tis scenario(Criteria%),*To achieve + you will have demonstrated an effective approach to independent research inyour plan in obtaining information in this study and will have met the deadline to submit thetas*s and achieve the unit assessment criteria(

    ask +

    Issued" 17th A-ril %&1#Deadline" 1$thMa3 %&1#)his task addresses L/ 4 +)1+)% +)+ ,)1,)% ,)+ and M% and M+

    o achie5e M% you must design and e&plore the effectiveness of the techni-ues thatmanagers could use for customer satisfaction survey(

    Class -resentation" he -resentation date will be discussed and agreed withthe learners as the unit -rogresses)*s an up-comin &'D Business and )ar4etin raduate< te Board o7 o"ernor asno in"ited 6ou to underta4e an oral presentation concernin te mar4et si?e< 7uture

    demand and o to measure te satis7action o7 bu6ers in te canteen Testudents% )a4e 6our opinion 4non in a clear loical order and reasonin 7or about 15

    5

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    Assignment front

    minutes usin poer point presentation to lead te discussion on te 7olloinmar4etin intellience concepts as te6 relate to mar4et si?e< 7uture demand and ote canteen can measure te satis7action o7 customers in te 7uture'uestions.

    8roduce a poer-point presentation tat sos o te manaement o7 te canteensould.1*ssess mar4et si?e trends itin te mar4et (Criteria +)1*28lan and carr6 out a competitor anal6sis 7or te canteen and e"aluate teopportunities and treats to te ser"ices o7 [email protected] canteen in line it recentestablisment o7 some local restaurants around te Collee (Criteria +)%*

    .( Evaluate techni!ues of the canteen in assessing customer response to their services.("riteria