Assignment front

c
Assessor name

Learner name

Idowu Olowe
Date issued

Completion date

05-03-15

21-05-15

Submitted on

Qualification

Unit number and title

BTEC (Level 4/5) HND IN BUSINESS

(MARKETING )

Unit 17 Marketing Intelligence

Unit code : K/601/0955
Credit Value :15

Assignment title Lewisham Southwark student s Canteen.

In this assessment you will have opportunities to provide evidence against the following criteria.
Indicate the page numbers where the evidence can be found.
Learning
outcomes

Criteria
Reference

LO1
Understand
buyer
behaviour and L1.1
the purchase
decisionmaking
process

Page numbers
Task no.

Describe the main stages of the purchase

decision-making process

L1.2

Explain theories of buyer behaviour in terms of

individuals and markets

L1.3

Explain the factors that affects buyers behaviour

L1.4

Evaluate the relationship between brand loyalty,

corporate image and repeat purchasing.

L02 Be able to
use marketing
L2.1
research
techniques

Evaluate different types of market research

techniques.

L2.2

Use sources of secondary data to achieve

marketing research objectives

L2.3

Assess the validity and reliability of market

research findings

L2.4

Prepare a marketing research plan to obtain

information in a given situation.

L03 Be able to
assess market
size and future
L3.1
demand

To achieve the criteria the evidence must show

that
the student is able to:

Assess market size trends within a given market

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L3.2

Plan and carry out a competitor analysis for a

given organisation

L3.3

Evaluate an organisations opportunities and

threats for a given product or service

Evaluate techniques of assessing customer

response

L4.2

Design and complete a customer satisfaction

survey

L4.3

Review the success of a completed survey

L04 Be able to
measure
L4.1
customer
satisfaction

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

Date:

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 Descriptor
M1 Identify and
apply strategies to
find appropriate
solutions

M2 Select / design
and apply
appropriate
methods /
techniques
M3 Present and
communicate
appropriate findings

D1 Use critical
reflection to evaluate
own work and justify
valid conclusions

Indicative
characteristic/s
Effective
judgements have
been made.
An effective
approach to study
and research has
been applied.
Appropriate
learning
methods/techniques
have been applied.
Communication is
appropriate for
familiar and
unfamiliar
audiences and
appropriate log
books have been
used.
Conclusions have
been arrived at
through synthesis
of ideas and ha
ve been justified.
Realistic
improvements have

Contextualisation
To achieve M1, you will need to make effective judgements
about your own idea to the validity of and
reliability of marketing research findings
in the scenario.(Task 2 )

To achieve M2 you will need to explore the effectiveness

of the techniques that managers use for
customers satisfaction survey.
Task 3
To achieve M3 your presentation must be
in a suitable log books with appropriate
use of marketing intelligence terms.

To achieve D1 you will need to use critical reflection

to evaluate your own work and justify with
valid conclusions the relationship between brand loyalty
and corporate image and repeat purchasing of customers.
(Task 1)

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D2 Take
responsibility for
managing and
organising activities
D3 Demonstrate
convergent /lateral /
creative thinking

been proposed
against defined
characteristics for
success.
Activities have been
managed.

To achieve D2 you will have demonstrated an

effective approach to independent research and
study and will have met the
deadline to submit the tasks
and achieve the unit assessment criteria.
(TASK2 )
Demonstrate convergent/lateral/creative thinking in your
Research and write up.

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Assignment brief
Unit number and title

17: Marketing Intelligence

Qualification

BTEC LEVEL 4/5 HND Business (Marketing)

Start date

5th March 2015

Deadline

21st May 2015

Assessor

IDOWU OLOWE

Assignment title

Marketing Intelligence: Lewisham Southwark College

Canteen and Students Decision

The purpose of this assignment is to enable you to demonstrate that you can meet all
the learning outcomes in the unit.
The scenario:
As a student of marketing, you are required to conducting a research for your final paper to be
submitted as your final essay to the Board of Governors of Lewisham Southwark College on the
product and services offered in the Colleges Canteen which has consistently experience financial
loss in the last three years.
The new Principal is of the opinion that the customers (mainly students) thought and behaviour at
each stage of their purchase are likely to vary due to certain variables . Hence, you will need to
carry out an investigation to demonstrate how you understand buyers behaviour and the purchase
decision making process of the students.
The Principal is confident that your investigation will be the bed rock of decision making for the
board of Governors in improving the quality of services which influence the behaviour of majority of
students in the College.

TASK 1
Issued: 5th March
Deadline: 19th March 2015
This task addresses LO1 - 1.1, 1.2, 1.3,1.4 and D1
Using the above scenario produce a formal report that can be used to explore the
customers(Students ) behaviour at Lewisham Southwark College in the last three years.
Therefore, you will need to demonstrate your understanding of their behaviour and the purchase
decision making process of the students ,you will need to :-

Questions:
(1) Describe the main stages that are involved in purchase decision making process
that a
typical buyer (student of the college) will go through in his/her purchases.
(Criteria 1.1)
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(2)Explain theories of buyer behaviour in terms of individuals and market and the
factors that affect the behaviour of the students. (Criteria L1.2 and 1.3)
(3)Evaluate the relationship between brand loyalties, corporate image and repeat
purchasing among the students of the College.
(Criteria L1.4)
(D1) To achieve D1 you will need to use critical reflection to evaluate your own work and
justify with valid conclusions the relationship between brand loyalty and corporate image
and repeat purchasing of customers in this scenario.

Task 2
Issued: 2th April 2015
Deadline: 16th April 2015.
This task addresses LO - 2.1, 2.2, 2.3;2.4 ;M1 and D2
The College Principal and the Board have looked at the information you provided concerning buyers-(the
students) behaviour and have asked you to conduct further research into the matter on hand to enable
them have a full fledge report with the use of marketing research techniques so that the management of the
students canteen can be fully briefed.
You will now need to conduct a marketing research with the use of the available known techniques to you:
Questions

1. Evaluate different types of market research techniques you could use for the
purpose of this investigation in the College. Use three types of secondary data
available to you to conduct the research on the buyers behaviour for a selected
number of students.(Criteria 2.1 and 2.2)
2. Assess the validity and reliability of your research findings from above.(Criteria
2.3)
3.Prepare a marketing research plan to obtain information in this scenario.(Criteria
2.4)
To achieve D2 you will have demonstrated an effective approach to independent research in
your plan in obtaining information in this study and will have met the deadline to submit the
tasks and achieve the unit assessment criteria.

Task 3
Issued: 17th April 2015
Deadline: 19th May 2015.
This task addresses LO 3.1,3.2 , 3.3, 4.1,4.2 , 4.3 and M2 and M3
To achieve M2 you must design and explore the effectiveness of the techniques that
managers could use for customer satisfaction survey.

Class presentation: The presentation date will be discussed and agreed with
the learners as the unit progresses.
As an up-coming HND Business and Marketing graduate, the Board of Governor has
now invited you to undertake an oral presentation concerning the market size, future
demand and how to measure the satisfaction of buyers in the canteen (The
students). Make your opinion known in a clear logical order and reasoning for about 15
5

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minutes using power point presentation to lead the discussion on the following
marketing intelligence concepts as they relate to market size, future demand and how
the canteen can measure the satisfaction of customers in the future.
Questions:
Produce a power-point presentation that shows how the management of the canteen
should:
1.Assess market size trends within the market (Criteria 3.1)
2.Plan and carry out a competitor analysis for the canteen and evaluate the
opportunities and threats to the services of Colleges canteen in line with recent
establishment of some local restaurants around the College (Criteria 3.2)
3. Evaluate techniques of the canteen in assessing customer response to their services.(Criteria 4.1)
4.Design and complete a customer satisfaction survey for selected cohort of students of your choice
for the investigation.( Criteria 4.2)
5. Review the success and failure of the completed survey you used.(Criteria 4.3)
To achieve M3 you will need to present and communicate appropriate findings in a clear and
logical manner to the above panel of enquiry

NB:
Task 4 will be assessed using oral presentation checklist by your classmates and the
tutor.

To obtain a Pass you will need to achieve the following criteria:

Learning Outcome 1: Understand buyer behaviour and the purchase decision-making
process.
1.1describe the main stages of the purchase decision-making process.
1.2explain theories of buyers behaviour in terms of individual and markets.
1.3explain the factors that affect buyer behaviour.
1.4evaluate the relationship between brand loyalty, corporate image and repeat
purchasing.
Learning Outcome 2: Be able to use marketing research techniques.
2.1evaluate different types of market research techniques.
2.2use sources of secondary data to achieve marketing research objectives.
2.3 assess the validity and reliability of market research findings.
2.4prepare marketing research plan to obtain information in a given situation.
Learning Outcome 3: Be able to assess market size and future demand.
3.1assess market size trends within a given market.
3.2plan and carry out a competitor analysis for a given organisation.
3.3evaluate an organisations opportunities and threats for a given product or service.
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Learning Outcome 4: Be able to measure customer satisfaction.

4.1evaluate techniques of assessing customer response.
4.2design and complete a customer satisfaction survey.
4.3review the success of a completed survey.
To achieve a Merit you will need to achieve the following criteria as well as meeting
all the requirements for a Pass:

Identify and apply strategies to find appropriate solutions to identify the

problems.
Select/design and apply appropriate techniques to the solutions.
Present and communicate appropriate findings to solution problems you have
identified.

To achieve a Distinction you will also need to meet these criteria.

Use critical reflection to evaluate own work and justify your conclusions.
Take responsibility for the management and organisation of activities
Demonstrate convergent/lateral/creative thinking

Support Materials
Textbooks
Sufficient library resources should be available to enable learners to achieve this unit.
Particularly relevant texts are:
Gray, D. et al (2000) A2 Level Applied Business For Edexcel: single and double 2nd
ed. Pearson Education, England.
Hatton, A. (2000) The definitive guide to marketing planning 2nd ed. Prentice Hall,
England.
Kotler P and Armstrong (2003) .Principles of Marketing 2nd ed. Prentice Hall
London.
Savage, J.(1992).Marketing Intelligence :Book Press Inc.USA
BPP Business Essentials, supporting Pearson BTEC Higher Nationals and Foundation
degrees: Marketing Intelligence and Planning. 2013: BPP Learning Media. UK

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Assessor's comments
Qualification

BTEC LEVEL 5 HND

Unit number and title 17: Marketing Intelligence

Assessor name

IDOWU OLOWE

Learner name

Grading criteria

Achieved?

L1.1describe
L1.2explain

the main stages of the purchase decision-making process.

theories of buyers behaviour in terms of individual and

markets
L1.3explain

the factors that affect buyer behaviour

L1.4evaluate the relationship between brand loyalty, corporate image

and repeat purchasing
L2.1evaluate different types of market research techniques.
L2.2use sources of secondary data to achieve marketing research
objectives.
L2.3 assess the validity and reliability of market research findings.
L2.4prepare marketing research plan to obtain information in a given
situation
L3.1assess market size trends within a given market.
L3.2plan and carry out a competitor analysis for a given organisation.
L3.3evaluate an organisations opportunities and threats for a given
product or service
4.1evaluate techniques of assessing customer response
4.2design and complete a customer satisfaction survey
4.3review the success of a completed survey.

Learner feedback

11

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Assessor feedback

Action plan

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Pass

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learner:

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Identifying
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improved
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Merit

Distinction

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