Unit Name: Marketing Intelligence

Unit Code: F/505/9214

Level: 4    

Credit: 15        

GLH: 60

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 Management 

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.

Video Link 1:

Video Link 2: