Marketing Intelligence

Aim

The aim of this unit is to enable learners to understand the purchase decisionmaking process and how marketing research techniques are used to contribute to the development of marketing plans.

Learning outcomes and assessment

LO1 Understand buyer behaviour and the purchase decisionmaking process

1.1 describe the main stages of the purchase decision-making process

1.2 explain theories of buyer behaviour in terms of individuals and markets

1.3 explain the factors that affect buyer behaviour

1.4 evaluate the relationship between brand loyalty, corporate image and repeat purchasing

LO2 Be able to use marketing research techniques

2.1 evaluate different types of market research techniques

2.2 use sources of secondary data to achieve marketing research objectives

2.3 assess the validity and reliability of market research findings

2.4 prepare a marketing research plan to obtain information in a given situation

LO3 Be able to assess market size and future demand

3.1 assess market size trends within a given market

3.2 plan and carry out a competitor analysis for a given organisation

3.3 evaluate an organisation’s opportunities and threats for a given product or service

LO4 Be able to measure customer satisfaction

4.1 evaluate techniques of assessing customer response

4.2 design and complete a customer satisfaction survey

4.3 review the success of a completed survey.