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As part of the formal assessment for the programme you are required to submit a Market Intelligence report and presentation. Please refer to your Student Handbook for full details of the programme assessment scheme and general information on preparing and submitting assignments.Learning Outcomes:After completing the module, you should be able to ,Relate concepts of buyer behaviour (B2C and B2B) to the purchase decision-making process2
As part of the formal assessment for the programme you are required to submit a Market Intelligence report and presentation. Please refer to your Student Handbook for full details of the programme assessment scheme and general information on preparing and submitting assignments.
After completing the module, you should be able to:
1. Relate concepts of buyer behaviour (B2C and B2B) to the purchase decision-making process
2. Understand the importance of reliable market intelligence to support decision making.
3. Analyse an organisation’s use of market research techniques
4. Evaluate appropriate survey instruments to measure customer satisfaction
5. Examine appropriate techniques to assess market size and future demand In a report format you are to devise a marketing intelligence report for your marketing manager who is considering branching out into wearables, based around researching the developments in wearable technology (the above article provides a starting point only in this respect). In your report and presentation follow the format and sections below:
1. Produce an Executive Summary– Give a summary of the report for the manager. Include the main findings and recommendations from your research here. Link this to the PowerPoint presentation in the appendix in readiness to cascade to senior management.
(150 words) (5 marks)
2. Write an introduction – Research the size and trends in the market for wearables using at least three different sources of credible secondary information (utilising, for example the EBSCO database). You must in addition by way of conclusion comment upon the validity and reliability of these sources. (450 words)(15 marks)
3. The main report will comprise of the following:
i. Research and explain the importance of reliable market intelligence in supporting organisational decision making, and examine appropriate techniques to assess market size and future demand that can be of use in deciding whether or not to expand into the wearables market.
ii. Analyse the importance of an understanding of buyer behaviour including the stages of the buyer decision process from both a B2B and B2C viewpoint as well as motivations in terms of the adoption of wearable technology again from a B2B and B2C viewpoint.
iii. Organisations wishing to research the market need to understand the value of various market research techniques including primary and secondary methods as well as aspects such as sampling frames. Provide an explanation and critical analysis of different market research techniques available to the organisation and recommend those that you feel most appropriate to this scenario
iv. Evaluate market research techniques for measuring customer satisfaction goingforward in terms of their effectiveness and practicality.
If you are a student from an English-speaking country, please feel free to contact us at [email protected] and we will provide you with an excellent writing service.
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