Sample Assignment Template

Assignment front sheet

QualificationUnit number and title

BTEC Level 5 HND Diploma in BusinessUnit 17 Marketing Intelligence - Level 4Marketing Intelligence Market Research

Student name Assessor name

Gidraph Michuki

Date issuedCompletion dateSubmitted on

22nd September 201412th December 2014 before 12.00 midday

Assignment titleMarketing Intelligence Market Research

Learning OutcomeLearning outcomeACIn this assessment you will have the opportunity to present evidence that shows you are able to:Task no.Evidence(Page no)

LO1

Understand buyer behaviour and the purchase decision making process1.1Describe the main stages of the purchase decision-making process1

1.2Explain theories of buyer behaviour in terms of individuals and markets.1

1.3Explain the factors that affect buyer behaviour1

1.4Evaluate the relationship between brand loyalty, corporate image and repeat purchase1

LO2

Be able to use marketing research techniques2.1Evaluate different types of market research techniques2

2.2Use sources of secondary data to achieve marketing research objectives2

2.3Assess the validity and reliability of market research findings2

2.4Prepare a marketing research plan to obtain information in a given situation2

LO3

Be able to assess market size and future demand3.1Assess market size trends within a given market3

3.2Plan and carry out a competitor analysis for a given organisation3

3.3Evaluate an organisations opportunities and threats for a given product or service3

LO4

Be able to measure customer satisfaction4.1Evaluate techniques of assessing customer response4

4.2Design and complete a customer satisfaction survey4

4.3Review the success of a completed survey4

London School of Science & Technology

BTEC Level 5 HND Diploma in Business Specialist Unit17/September 2014 2

In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and DISTINCTION grades

Grade descriptorIndicative characteristic/sContextualisation

M1 Identify and apply strategies to find appropriate solutionsEffective judgements have been made.

An effective approach to study and research has been applied.M1: Identify and apply strategies to find appropriate solutions. If you have designed and administered your customer satisfaction survey, you will have attempted this merit. (Task 4)

M2 Select / design and apply appropriate methods / techniquesAppropriate learning methods/techniques have been applied.M2: In order for you to achieve M2, you will need to design and write a professional marketing research plan. Your plan should include details of how the research is proposed to be undertaken following these headings:- background, rationale, objective of research, methodology section covering among others, qualitative and quantitative techniques, data analysis section, timeframe. (Task2)

M3 Present and communicate appropriate findingsCoherent, logical development of principles/concepts for the intended audience.

Communication is appropriate for familiar and unfamiliar audiences and appropriate media have been used.

M3: In order for you to achieve M3, You will need to present the above answers in the form of a professional report. The report should be coherent and logical in the development of principles and concepts for the intended audience. Make sure your language is appropriate for familiar and unfamiliar audiences. (Task 1)

D1 Use critical reflection to evaluate own work and justify valid conclusionsConclusions have been arrived through synthesis of ideas and have been justified.

Realistic improvements have been proposed against defined characteristics for success.D1: In order for you to achieve D1, carry out a reflection of the proposed research methodologies used in your research plan. (Task 2)

D2 Take responsibility for managing and organising activitiesActivities have been managed.D2: Take responsibility for managing and organising activities. This distinction criterion will be met if you have appropriately planned and executed your customer satisfaction survey, evaluated the technique you used to collect feedback (i.e. advantages and limitations) and reviewed the findings of your completed survey. (Task 4)

D3 Demonstrate convergent /lateral / creative thinkingConvergent and lateral thinking have been applied.

Problems have been solved. D3 In order for you to achieve, your report should demonstrate a logical and coherent argument for and against branding in the context of the organisation used. (Task1)

Assessment Requirements An electronic copy of your assessment must be fully uploaded by the deadline date and time. You must submit one single PDF or MS Office Word document. Any relevant images or screenshots must be included within the same MS Office Word or PDF document. The last version you upload will be the one that is marked. Your paper will be marked if you have indicated this as your final submission. Review the mitigating circumstances policy for information relating to extensions. The file size must not exceed 20MB. Answer the criteria in order, clearly indicating the pass criteria number. Ensure that all work has been proof-read and checked prior to submission. Ensure that the layout of your documents are in a professional format with font style Arial, font size 12 for the text, font 14 for sub heading and font 16 for main heading, line spacing 1.5 and justified. Use the Harvard referencing system, otherwise it will be considered as plagiarised work. Ensure that you back-up your work regularly and apply version control to your documents. Ensure that any file you upload is virus-free, not corrupted and not protected by a password otherwise they will be treated as a non-submission. You must NOT submit a paper copy or email of this assessment to any member of staff at LSST. Your work must be original with the appropriate referencing

Learner declaration

I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.

Student signature: Date:

Assignment brief

Unit number and titleUnit 17 Marketing Intelligence - Level 4Marketing Intelligence Market Research

QualificationBTEC Level 5 HND Diploma in Business

Start date22nd September 2014

Deadline/hand-in 12th December 2014 before 12.00 midday

AssessorGidraph Michuki

Assignment titleMarketing Intelligence Market Research

Purpose of this assignmentThe aim of this unit is to enable learners to understand the purchase decision-making process and how marketing research techniques are used to contribute to the development of marketing plans.

CASE STUDYIn this assignment, you are provided with two options. You are required to select and use ONLY ONE of the options in your assignment.

Option 1: Select an organisation of your choice which you will use throughout this assignment. Your choice of organisation MUST be agreed with your tutor before you start your assignment.

OR

Option 2: Use the hypothetical organisation whose brief background is provided below.

THE COMPANY

Source: http://www.onedesk.com/2013/05/product-management-events-2013/

Carlton Limited started its operations in West London 5 years ago. Its founder and current Managing Director, Ms. Wein, founded the company to fulfil her personal ambition of providing high quality event management services, with long term plans to become a leading event management company within London.

Ms Wein is aware of the recent research which estimates the London economy to be $730 billion per annum (ONS, 2014).

Her initial investment of 15,000 that she had used to start Carlton Company has already been recovered. Carlton Limited has grown tremendously over the last three years and now provides event services to local and international businesses. Indeed, the company has an estimated value of 700,000, with last years pre-tax profit turnover of 150,000.

She is very passionate about providing exceptionally high quality customer services to her wide range of clients, (private individuals, charitable organisations, foreign governments and corporate clients) but lacks practical knowledge.

Carltons expansion has been hampered by its limited knowledge of consumer behaviour and marketing research. This, compounded by the increased competition from other event companies, has led Ms Wein to set aside 60,000 for research to help understand the current and potential customers buying process, buying behaviour and the competitive environment. The seasonal fluctuations associated with the events industry have also affected Carltons cash flow.

Ms. Wein also hopes to expand the companys product portfolio but is not sure what other products or services she can develop. Her brand is not well recognised and she is wondering whether it is worth building and promoting her brand. Recently, she attended a seminar on social media marketing and is now keen to try it.

Sources:City of London (2012), Financial services in the U.K; The U.K World class in Financial Services, pp.6-16. Available at https://www.cityoflondon.gov.uk/about-the-city/what-we-do/Documents/the-uk-world-class.pdf [accessed on 13th/08/2014]

Office of National Statistics, (March, 2013), London Economy has outperformed other regions since 2007, pp.1-3: Available at http://www.ons.gov.uk/ons/dcp171780_302543.pdf [accessed on 14th/08/2014]

ScenarioYou have recently been appointed by Carlton as its Marketing Manager. Among other roles, you are responsible for steering the company forward. You are required to;1. Gain a clear understanding of how the decision-making- process (DMP) and the decision-making-unit (DMU) of Carltons customers impacts on their purchase decision.2. Build the Carlton brand.3. Conduct marketing research which includes the determination of market size, competitor analysis and general marketing intelligence.

Task 1 : REPORTThis task offers you an opportunity to achieve LO.1: 1.1, 1.2, 1.3 , 1.4, M3 and D3Write a report to the CEO of Carlton (or another company of your choice) that: Addresses the decision making processes of their customers (1.1). Explains what is buyer behaviour including at least ONE theory of buyer behaviour (1.2) Explores THREE factors that influence consumer behaviour (1.3). In addition, your report should explain the meaning of a brand and whether a relationship exists between branding and brand loyalty, corporate image and repeat purchase in the context of your chosen company (1.4).Guidelines: 1.1 Describe the main stages of the purchase decision-making process. In explaining these stages, you should include need recognition or perception, information search, evaluation of alternatives, purchase decision, post purchase evaluation stages for the individual consumer. 1.2 Explain theories of buyer behaviour in terms of individuals and markets. You should : Use a reputable source of information about buyer behaviour*, identify at least one theory of buyer behaviour, explain this theory of buyer behaviour, include citations, these should be referenced using made using Harvard referencing style. 1.3 Explain the factors that affect buyer behaviour. Your answer should identify and explain at least three factors which could influence buyer behaviour. Examples should be used in your explanations. 1.4 Evaluate the relationship between brand loyalty, corporate image and repeat purchase. A definition of a brand and brand loyalty from a reputable source should be provided*. Give a description of corporate image and repeat purchase with reference to a branded company and/or product. Evaluate of how brand loyalty, corporate image and repeat purchase relates with each other. Examples may be used to strengthen your answer.*Your lecturer will explain what is reputable and what may not be reputable sourceCompletion Date: 6th October 2014

M3: Present and communicate appropriate findingsIn order for you to achieve Merit 3, you will need to present the above answers in the form of a professional report. The report should be coherent and logical in the development of principles and concepts for the intended audience. Make sure your language is appropriate for familiar and unfamiliar audiences.

D3: Demonstrate convergent/lateral/creative thinkingIn order for you to achieve, your report should demonstrate a logical and coherent argument for and against branding in the context of the organisation used.

Task 2 : Marketing ResearchThis task offers you an opportunity to achieve LO.2: 2.1, 2.2, 2.3 ,2.4, D1 and M2Carlton Limited (or the company of your choice) wants to understand its customers, business and the competitive environment it operates in. Therefore, as the Marketing Manager, you are asked to carry out the following tasks: Evaluate different types of market research techniques. (2.1)

Use sources of secondary data to achieve marketing research objectives (2.2)

Assess the validity and reliability of market research findings.(2.3)

Prepare a marketing research plan to obtain information in a given situation. (2.4)Guidelines: 2.1 Include a description or a definition of market research from a reputable source*, identify the role and importance of market research, evaluate quantitative research techniques and evaluate qualitative research techniques.

2.2 Define or describe secondary data, describe two marketing contexts, identify sources of secondary data for these two marketing contexts, use sources of secondary data in these two marketing contexts. (

2.3 Your answer should, amongst other things, include an assessment of the limitations of market research findings, an assessment of what could make market research findings valid and an assessment of what could make market research findings reliable.

2.4 Your answer should include the following sections: background, rationale, objective of research, a methodology section covering the following qualitative and quantitative techniques, data analysis, timeframe within which you want the research conducted and a budget section for this research.

Completion Date: 8th November 2014

M2: Select / design and apply appropriate methods / techniquesIn order for you to achieve M2, you will need to design and write a professional marketing research plan for 2.4. Your plan should include details of how the research is proposed to be undertaken following these headings:- background, rationale, objective of research, methodology section covering among others, qualitative and quantitative techniques, data analysis section, timeframe.

D1: Use critical reflection to evaluate own work and justify valid conclusionsIn order for you to achieve D1, carry out a reflection of the proposed research methodologies used in your research plan.

Task 3 : SECONDARY RESEARCH REPORTThis task offers you an opportunity to achieve LO.3: 3.1, 3.2, and 3.3Conduct research for the events sector (or the sector of your choice) within London and prepare a summary of your findings in the form of slides; these slides should include speaker notes. These slides and speaker notes will cover the following: Assess market size trends within a given market (3.1) Plan and carry out a competitor analysis for a given organisation in a sector of your choice (3.2) Evaluate an organisations opportunities and threats for a given product or service. You can use Carlton company or another organisation of your choice (3.3)

Guidelines: 3.1 Include a description of what a market consists of and an identification and description of the market you will use for this question. You can discuss your chosen market with your lecturer however, due to time constraints; you are advised to select a market you can access information about. Include an estimation of this markets size, volume and /or value, a description of a market trend, and an assessment of this markets trends.

3.2 Your answer should include the following; a description of competitor analysis, a description of strategic group, an identification of the strategic group your chosen organisation belongs to, identification of your chosen organisations likely competitors. In addition, plan and carry out analysis of your chosen organisations competitors.

3.3 Your answer should include the following: A description of the UK events market, an evaluation of the opportunities and threats in the UK events market for your chosen company.

Completion Date: 22nd November 2014

Task 4 : PRIMARY RESEARCH DATA COLLECTIONThis task offers you an opportunity to achieve LO.4: 4.1,4.2, 4.3 D1 and M2

Design a customer satisfaction survey questionnaire that an organisation of your choice can use to help them assess levels of satisfaction. Get at least ten of these questionnaires completed. Survey monkey can be used to assist in the design and administration of the questionnaire. In addition, you could be creative and use other media to assist you with completing the questionnaire, for example ask your friends on social media to assume the questionnaire is from their favourite organisation.(4.1)

Evaluate customers response to your completed questionnaires. (4.2)

In addition to 4.2 review the success of the completed customer satisfaction survey. (4.3)

Guidelines: 4.1 Design and complete a customer satisfaction survey. Your survey should include the following, questions that can generate both quantitative and qualitative data, different response formats (for example yes/no, open ended, multiple choice, scales, etc). Survey monkey can be used to help design customer satisfaction survey

4.2 Your answer should include the following: a description of at least one technique, an evaluation of this technique in assessing customer response, a description of the advantages, disadvantages and constraints of the technique(s).

4.3 Your answer should include the following: a review of how the completed customer satisfaction survey could be assessed. For example, success can be measured in terms of the number of respondents, if the questionnaire achieved its objectives etc.

Completion Date: 12th December 2014

M1: Identify and apply strategies to find appropriate solutions. If you have designed and administered your customer satisfaction survey, you will have attempted this merit.

D2: Take responsibility for managing and organising activities. This distinction criterion will be met if you have appropriately planned and executed your customer satisfaction survey, evaluated the technique you used to collect feedback (i.e. advantages and limitations) and reviewed the findings of your completed survey.

Answer SheetTask 1 (LO.1: 1.1, 1.2, 1.3, 1.4, D3 and M3)Please type your answer here

Task 2 (LO.2: 2.1, 2.2, 2.3 ,2.4, D1 and M2)Please type your answer here

Task 3 (LO.3: 3.1, 3.2, and 3.3)Please type your answer here

Task 4 (LO.4: 4.1,4.2, 4.3 D2 and M1)Please type your answer here

IMPORTANTCHECK THAT YOUR ANSWERS MEET THE CRITERIACOMPLETE THE ASSIGNMENT CRITERIA AS YOU GO ALONGDO noT LEAVE THINGS TO THE LAST MINUTE