Download - Marketing Planning Assignment Cover Assignment 2 (3)

7/25/2019 Marketing Planning Assignment Cover Assignment 2 (3)

1/16

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


2/16

Assignment front

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

3

!33E"aluate an oranisation@s 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


3/16

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


4/16

Assignment front

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


5/16

Assignment front

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


6/16

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 Collee@s 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 2('

).'esign and complete a customer satisfaction survey for selected cohort of students of your choicefor the investigation.( "riteria 2(+

*. &eview the success and failure of the completed survey you used()"riteria 2(.

To achieve M. you will need to present and communicate appropriate findings in a clear and

logical manner to the above panel of en-uiry

6"Tas4 # ill be assessed usin oral presentation cec4list b6 6our classmates and tetutor

o obtain a 8ass6ou ill need to acie"e te 7olloin criteria.!earnin 9utcome 1. Understand bu6er bea"iour and te purcase decision-ma4inprocess11describe te main staes o7 te purcase decision-ma4in process

12e:plain teories o7 bu6ers@ bea"iour in terms o7 indi"idual and mar4ets13e:plain te 7actors tat a;ect bu6er bea"iour1#e"aluate te relationsip beteen brand lo6alt6< corporate imae and repeatpurcasinLearning Outcome 2: Be able to use marketing research techniques.21e"aluate di;erent t6pes o7 mar4et researc tecni=ues22use sources o7 secondar6 data to acie"e mar4etin researc ob>ecti"es23 assess te "alidit6 and reliabilit6 o7 mar4et researc fndins2#prepare mar4etin researc plan to obtain in7ormation in a i"en situation!earnin 9utcome 3. Be able to assess mar4et si?e and 7uture demand31assess mar4et si?e trends itin a i"en mar4et

32plan and carr6 out a competitor anal6sis 7or a i"en oranisation33e"aluate an oranisation@s opportunities and treats 7or a i"en product or ser"ice

6


7/16

Assignment front

Learning Outcome 4: Be able to measure customer satisfaction.4.1evaluate techniques of assessing customer response.4.2design and complete a customer satisfaction survey.4.revie! the success of a completed survey.

o achie5e a Merit6ou ill need to acie"e te 7olloin criteria as ell as meetinall te re=uirements 7or a 8ass.

(denti76 and appl6 strateies to fnd appropriate solutions to identi76 te

problems

Select$desin and appl6 appropriate tecni=ues to te solutions

8resent and communicate appropriate fndins to solution problems 6ou a"eidentifed

o achie5e a Distinction6ou ill also need to meet tese criteria Use critical reection to e"aluate on or4 and >usti76 6our conclusions

Ta4e responsibilit6 7or te manaement and oranisation o7 acti"ities

Demonstrate con"erent$lateral$creati"e tin4in

Su--ort Materialse9tbooksSuFcient librar6 resources sould be a"ailable to enable learners to acie"e tis unit8articularl6 rele"ant te:ts are.:ra3 D) et al (%&&&*G*2 !e"el *pplied Business Hor Ede:cel. sinle and doubleI 2nded 8earson Education< Enland;atton A) (%&&&*Te defniti"e uide to mar4etin plannin 2nd ed 8rentice &all