Unit 17: Marketing Intelligence – HND Assignment Help

Unit 17: Marketing Intelligence – HND Assignment Help



Unit 17: Marketing Intelligence – HND Assignment Help


 



Unit 17: Marketing Intelligence – HND Assignment Help:


















Level 4 Diploma in Business Studies

Unit 17: Marketing Intelligence Unit code: K/601/0955

LESSON PLAN: 1

Date: 16/09/2014

LEARNING OBJECTIVES: Understand buyer behaviour and the purchase decision-making process: Customers and markets

 

REQUIRED RESOURCES:  Lecture Slides available via moodle, and Articles

 

LESSON OUTLINE:

STRUCTURE

GROUPINGS

ACTIVITIES

6:00pm-7:30pm

 

 

 

7:30 – 8:30

 

 

 

8:30-9:30

 

 

 

 

 

 

 

9:30 -10:15

 

 

 

 

 

 

 

 

 

 

 

Group discussion, elicit ideas, lecture, real life example, discuss, elicit meanings

 

 

 

 

 

Registration, outline of today’s activities,

 

Introduction to this module. Hand out of Scheme of Work to provide students with a road map of the work ahead.

 

Introduction to the new MOODLE & TURNITIN with a presentation.

 

 

Who is the customer? And the changing definition of a market

 

 

Purchase decision-making process – B2B and B2C

 

 

Buying situations and types of buying decision

 

 

 

 

Dimensions of buyer behaviour

 

ASSESSMENT OF LEARNING OUTCOMES:   Students will be able to describe the main stages of the purchase decisionmakingprocess.
    
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Level 4 Diploma in Business Studies

Unit 17: Marketing IntelligenceUnit code: K/601/0955

LESSON PLAN: 2

Date: 23/09/2014

LEARNING OBJECTIVES: Understand buyer behaviour and the purchase decision-making process: Customers and markets

 

REQUIRED RESOURCES:  Lecture Slides available via moodle, and Articles

 

LESSON OUTLINE:

STRUCTURE

GROUPINGS

ACTIVITIES

6:00pm-7:30pm

 

 

 

7:30 – 8:30

 

 

 

8:30-9:30

 

 

 

 

 

 

 

9:30 -10:15

 

 

 

 

 

 

 

 

 

 

 

Group discussion, elicit ideas, lecture, real life example, discuss, elicit meanings

 

 

 

 

 

Registration, outline of today’s activities,

 

Introduction to this lecture and the course outline. Hand out of lecture slides and provide students with a road map of the lecture ahead.

 

 

Buyer behaviour: influences on buyer behaviour; stimulus response model; models ofpurchase behaviour; diffusion and innovation; model unitary and decision-making units.

 

 

 

 

 

 

 

Buying motives: psychological factors, socio-psychological factors, sociological factors,economic factors and cultural factors influencing customer behaviour; lifestyle and life-cyclefactors; customer and prospect profiling.

ASSESSMENT OF LEARNING OUTCOMES:   Students will be able to describe the main stages of the purchase decisionmakingprocess.
    
 

 

 

 

 

 



















Level 4 Diploma in Business Studies

Unit 17: Marketing IntelligenceUnit code: K/601/0955

LESSON PLAN: 3

Date: 30/09/2014

LEARNING OBJECTIVES: Understand buyer behaviour and the purchase decision-making process: Customers and markets

 

REQUIRED RESOURCES:  Lecture Slides available via moodle, and Articles

 

LESSON OUTLINE:

STRUCTURE

GROUPINGS

ACTIVITIES

6:00pm-7:30pm

 

 

 

7:30 – 8:30

 

 

 

8:30-9:30

 

 

 

 

 

 

 

9:30 -10:15

 

 

 

 

 

 

 

 

 

 

 

Group discussion, elicit ideas, lecture, real life example, discuss, elicit meanings

 

 

 

 

 

Registration, outline of today’s activities,

 

Introduction to this lecture and the course outline. Hand out of lecture slides and provide students with a road map of the lecture ahead.

 

 

 

 

Definition of a Brand?

 

What is branding?

 

Meaning conveyed by a brand

 

 

 

 

Brand architecture

 

 

 

relationship between brand loyalty, company image and repeat purchase

ASSESSMENT OF LEARNING OUTCOMES:   Students will be able to describe the main stages of the purchase decisionmakingprocess.
    
 

 

 

 

 



















Level 4 Diploma in Business Studies

Unit 17: Marketing IntelligenceUnit code: K/601/0955

LESSON PLAN: 4

Date: 07/10/2014

LEARNING OBJECTIVES: Be able to use marketing research techniques: Market research

REQUIRED RESOURCES:  Lecture Slides available via moodle, and Articles

 

LESSON OUTLINE:

STRUCTURE

GROUPINGS

ACTIVITIES

6:00pm-7:30pm

 

 

 

7:30 – 8:30

 

 

 

8:30-9:30

 

 

 

 

 

 

 

9:30 -10:15

 

 

 

 

 

 

 

 

 

 

 

Group discussion, elicit ideas, lecture, real life example, discuss, elicit meanings

 

 

 

 

 

Registration, outline of today’s activities,

 

Introduction to this lecture and the course outline. Hand out of lecture slides and provide students with a road map of the lecture ahead.

 

 

 

Market research:

 

role and importance of marketing research;

research process, and objectives

 

 

issues relating to the use of primary and secondary data sources and methods; existingsources of primary and secondary market research;

 

 

 

Internal sources and external sources of data.

 

 

 

Competitor data and sources and customer data;

 

 

Research ethics

ASSESSMENT OF LEARNING OUTCOMES:   Students will be able to describe the main stages of the purchase decisionmakingprocess.
    
 



















Level 4 Diploma in Business Studies

Unit 17: Marketing IntelligenceUnit code: K/601/0955

LESSON PLAN: 5

Date: 14/10/2014

LEARNING OBJECTIVES: Be able to use marketing research techniques

REQUIRED RESOURCES:  Lecture Slides available via moodle, and Articles

 

LESSON OUTLINE:

STRUCTURE

GROUPINGS

ACTIVITIES

6:00pm-7:30pm

 

 

 

7:30 – 8:30

 

 

 

8:30-9:30

 

 

 

 

 

 

 

9:30 -10:15

 

 

 

 

 

 

 

 

 

 

 

Group discussion, elicit ideas, lecture, real life example, discuss, elicit meanings

 

 

 

 

 

Registration, outline of today’s activities,

 

Introduction to this lecture and the course outline. Hand out of lecture slides and provide students with a road map of the lecture ahead.

 

 

 

Market research companies: benefits and limitations of use; cost; reliability and types

 

 

 

 

 

 

Research techniques: stages of the market research process; research proposals;

 

 

 

 

Qualitativeand quantitative methods; surveys; sources of information; value and interpretation of data

ASSESSMENT OF LEARNING OUTCOMES:   Students will be able to describe the main stages of the purchase decisionmakingprocess.
    
 



















Level 4 Diploma in Business Studies

Unit 17: Marketing Intelligence Unit code: K/601/0955

LESSON PLAN: 6

Date: 21/10/2014

LEARNING OBJECTIVES: Be able to use marketing research techniques

REQUIRED RESOURCES:  Lecture Slides available via moodle, and Articles

 

LESSON OUTLINE:

STRUCTURE

GROUPINGS

ACTIVITIES

6:00pm-7:30pm

 

 

 

7:30 – 8:30

 

 

 

8:30-9:30

 

 

 

 

 

 

 

9:30 -10:15

 

 

 

 

 

 

 

 

 

 

 

Group discussion, elicit ideas, lecture, real life example, discuss, elicit meanings

 

 

 

 

 

Registration, outline of today’s activities,

 

Introduction to this lecture and the course outline. Hand out of lecture slides and provide students with a road map of the lecture ahead.

 

 

 

Types: face to face, telephone/postal; data mining technique; focus groups; depth interviews;omnibus survey; psychological research; mystery shopper; sales, price and distributionresearch

 

Reliability of research: validity; sampling process; sample size; sample and interviewer bias;methods of recruitment

 

 

 

Researching developing and established markets: issues associated with researching thedeveloping as well as the established consumer; industrial and service markets

 

Use of research data: research data supporting marketing planning; producing actionable

recommendations; evaluating research findings for business decision making

ASSESSMENT OF LEARNING OUTCOMES:   Students will be able to describe the main stages of the purchase decisionmakingprocess.
    


















Level 4 Diploma in Business Studies

Unit 17: Marketing IntelligenceUnit code: K/601/0955

LESSON PLAN: 7

Date: 28/10/2014

LEARNING OBJECTIVES: Be able to assess market size and future demand

REQUIRED RESOURCES:  Lecture Slides available via moodle, and Articles

 

LESSON OUTLINE:

STRUCTURE

GROUPINGS

ACTIVITIES

6:00pm-7:30pm

 

 

 

7:30 – 8:30

 

 

 

8:30-9:30

 

 

 

 

 

 

 

9:30 -10:15

 

 

 

 

 

 

 

 

 

 

 

Group discussion, elicit ideas, lecture, real life example, discuss, elicit meanings

 

 

 

 

 

Registration, outline of today’s activities,

 

Introduction to this lecture and the course outline. Hand out of lecture slides and provide students with a road map of the lecture ahead.

 

 

 

Measuring: defining the market;

 

 

 

 

Estimating total market size, value and volume; growth andtrends;

 

 

 

 

 

 

 

 

forecasting future demand

ASSESSMENT OF LEARNING OUTCOMES:   Students will be able to describe the main stages of the purchase decisionmakingprocess.
    
 




















Level 4 Diploma in Business Studies

Unit 17: Marketing IntelligenceUnit code: K/601/0955

LESSON PLAN: 8

Date: 04/11/2014

LEARNING OBJECTIVES: Be able to assess marketsize and future demand

REQUIRED RESOURCES:  Lecture Slides available via moodle, and Articles

 

LESSON OUTLINE:

STRUCTURE

GROUPINGS

ACTIVITIES

6:00pm-7:30pm

 

 

 

7:30 – 8:30

 

 

 

8:30-9:30

 

 

 

 

 

 

 

9:30 -10:15

 

 

 

 

 

 

 

 

 

 

 

Group discussion, elicit ideas, lecture, real life example, discuss, elicit meanings

 

 

 

 

 

Registration, outline of today’s activities,

 

Introduction to this lecture and the course outline. Hand out of lecture slides and provide students with a road map of the lecture ahead.

 

 

 

Competitive analysis: competitor analysis – market/product profiles of competition, brandand market share;

 

 

characteristics of the competition – market innovator/follower; objectivesof the competition;

 

 

 

 

Strategies of the competition; strengths and weakness of competition;future behaviour of the competition and their strategic intent.

 

ASSESSMENT OF LEARNING OUTCOMES:   Students will be able to describe the main stages of the purchase decisionmakingprocess.
    

 



















Level 4 Diploma in Business Studies

Unit 17: Marketing IntelligenceUnit code: K/601/0955

LESSON PLAN: 9

Date: 11/11/2014

LEARNING OBJECTIVES: Be able to measure customer satisfaction

REQUIRED RESOURCES:  Lecture Slides available via moodle, and Articles

 

LESSON OUTLINE:

STRUCTURE

GROUPINGS

ACTIVITIES

6:00pm-7:30pm

 

 

 

7:30 – 8:30

 

 

 

8:30-9:30

 

 

 

 

 

 

 

9:30 -10:15

 

 

 

 

 

 

 

 

 

 

 

Group discussion, elicit ideas, lecture, real life example, discuss, elicit meanings

 

 

 

 

 

Registration, outline of today’s activities,

 

Introduction to this lecture and the course outline. Hand out of lecture slides and provide students with a road map of the lecture ahead.

 

 

 

Defining customer satisfaction

 

Measuring customer satisfaction: post-sale surveys; data mining – web behaviour analysis; guarantees; complaint handling and suggestion systems; mystery shopping; product placement; service agreements; customer follow-up

 

 

 

 

Customer care: customer relationship management programmes, objectives, use and value in data collection, customer relationship management as a means of adding value and influencing purchase/repeat purchase behaviour, customer retention

ASSESSMENT OF LEARNING OUTCOMES:   Students will be able to describe the main stages of the purchase decisionmakingprocess.
    
 

 

 

 

 

 

 

 



















Level 4 Diploma in Business Studies

Unit 17: Marketing IntelligenceUnit code: K/601/0955

LESSON PLAN: 10

Date: 18/11/2014

LEARNING OBJECTIVES: Revision

REQUIRED RESOURCES:  Lecture Slides available via moodle, and Articles

 

LESSON OUTLINE:

STRUCTURE

GROUPINGS

ACTIVITIES

6:00pm-7:30pm

 

 

 

7:30 – 8:30

 

 

 

8:30-9:30

 

 

 

 

 

 

 

9:30 -10:15

 

 

 

 

 

 

 

 

 

 

 

Group discussion, elicit ideas, lecture, real life example, discuss, elicit meanings

 

 

 

 

 

Registration, outline of today’s activities,

 

Introduction to this lecture and the course outline. Hand out of lecture slides and provide students with a road map of the lecture ahead.

 

 

 

Quiz and Recap of the key points from the previous class

 

 

 

Ensure every student has completed all of the work for this module, either by using the MOODLE system or paper if required.

 

Collect outstanding assignments with TURNITIN reports ensuring each one is within limits set.

 

 

 

For those that have not produced assignments find out why and individually agree a plan of action.

 

Confirm with students the modules completed so far, and let them know when their next module is and what it is.

 

Q & A session.

 

END OF MODULE

appropriate media, and an evaluation of multiple methods

ASSESSMENT OF LEARNING OUTCOMES:   Students will be able to describe the main stages of the purchase decisionmakingprocess.
    
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