MI January 2015 Nd

Assignment
Assignment front sheet
Qualification
Unit number and title
Pearson BTEC Level 5 HND Diploma in Business
Unit 17 Marketing Intelligence – Marketing Intelligence
Student name and ID number
Assessor name

Imad Guenane
Internal Verifier
Alan Jeffery
Date issued
Completion date
Submitted on
3rd February 2015
7th April 2015 before 12.00 midday

Assignment title
Using market research to develop a product range A Coca-Cola Great Britain case study
LO

Learning outcome
AC
In 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 process
1.1
Describe the main stages of the purchase decision-making process
1

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

1.3
Explain the factors that affect buyer behaviour
1

1.4
Evaluate the relationship between brand loyalty, corporate image and repeat purchase
1

LO2

Be able to use marketing research techniques
2.1
Evaluate different types of market research techniques
2

2.2
Use sources of secondary data to achieve marketing research objectives
2

2.3
Assess the validity and reliability of market research findings
2

2.4
Prepare a marketing research plan to obtain information in a given situation
2

LO3

Be able to assess market size and future demand
3.1
Assess market size trends within a given market
3

3.2
Plan and carry out a competitor analysis for a given organisation
3

3.3
Evaluate an organisation’s opportunities and threats for a given product or service
3

LO4

Be able to measure customer satisfaction
4.1
Evaluate techniques of assessing customer response
4

4.2
Design and complete a customer satisfaction survey
4

4.3
Review the success of a completed survey
4

Learner declaration
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