Unit Name: Marketing Intelligence
Unit Code: F/505/9214
Level: 4 Â Â
Credit: 15Â Â Â Â Â
GLH: 60
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Please click the link below to view the guidelines:
ATHE Definition of GLH, TQT, and Credits
Please click the following link to view the ATHE Specifications for Level 4 & 5 Business and Administrative Management:
ATHE Level 4 Diploma in Business and Administrative ManagementÂ
Unit aims:
The aim of this unit is to enable candidates to understand the purchase decision-making process and how marketing research techniques are used to contribute to the development of marketing plans. This unit explores buyer behavior and how this is influenced by a range of factors and situations. Candidates will explore the marketing research process and assess the importance of different types of information. The approach is practical and candidates will learn how to prepare and present a research proposal, assess the reliability of market research findings, and use secondary sources of data.
Candidates will then develop the skills needed to assess trends and carry out competitor analysis. Finally, candidates will consider customer relationship management and how to assess levels of customer satisfaction. The unit seeks to combine a sound theoretical framework with the development of useful business skills.
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Course Curriculum
| 1 Understand buyer behaviour and the purchase decision-making process | |||
| 1.1 Describe the main stages of the purchase in decision-making process Details | 00:00:00 | ||
| 1.2 Explain theories of buyer behavior in terms of individuals and markets Details | 00:00:00 | ||
| 1.3 Explain the factors that affect buyer behavior Details | 00:00:00 | ||
| 1.4 Evaluate the relationship between brand loyalty, corporate image and repeat purchasing Details | 00:00:00 | ||
| 2 Be able to use marketing research techniques | |||
| 2.1 Evaluate different types of market research techniques Details | 00:00:00 | ||
| 2.2 Use sources of secondary data to achieve marketing research objectives Details | 00:00:00 | ||
| 2.3 Assess the validity and reliability of market research findings Details | 00:00:00 | ||
| Planning for Marketing Research E-Book 1: Details | 00:00:00 | ||
| 2.4 Prepare a marketing research plan to obtain information in a given situation Details | 00:00:00 | ||
| 3 Be able to assess market size and future demand | |||
| 3.1 Assess market size trends within a given market Details | 00:00:00 | ||
| 3.2 Plan and carry out a competitor analysis for a given organisation Details | 00:00:00 | ||
| 3.3 Evaluate an organization’s opportunities and threats for a given product or service Details | 00:00:00 | ||
| 4 Be able to measure customer satisfaction | |||
| 4.1 Evaluate techniques of assessing customer response Details | 00:00:00 | ||
| 4.2 Design and complete a customer satisfaction survey Details | 00:00:00 | ||
| Customer Satisfaction and Evaluation E-Book 2: Details | 00:00:00 | ||
| 4.3 Review the success of a completed survey Details | 00:00:00 | ||
Best Course
awesome course