Sept. 2011 Unit 17 (Mtk Int) Lo2,3 & 4

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HNC/HStudent Assessment Bo

LEARNER INFORMATIO

LearnerName

Learner ID

Major

UNIT DETAILS:

Unit 17: Marketing Intelligence

Learning Hours : 60

NQF Level 5 : BTEC Higher National – H1

Description of unit The aim of this unit is to enable learners to understand the purchase decision-makiprocess and to recognise the variables and situations that influence buying behavio The learner will explore the marketing research process and assess the importancedifferent types of information and marketing research requirements needed for effect

marketing management in a competitive environment. This unit will also provide learnwith the specialist knowledge and skills to prepare and present a research proposal.

LEARNING OUTCOMES AND ASSESSMENT CRITERIA:

Learning Outcomes Assessment Criteria

LO2 Identify the nature and purpose of

marketing information and marketingresearch requirements

2.1 review and evaluate different types omarket research techniques2.2 identify and use sources of secondarydata in two marketing contexts

2.3 assess the validity and reliability of market research findings2.4 propose a marketing research plan toobtain information in a given situation

LO3 Assess current and potential marketsize and demand

3.1 identify market size growth and trendwithin a given market3.2 plan and carry out a competitoranalysis for a given organisation3.3 evaluate an organisation’s

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opportunities and threats for a givenproduct or service

LO4 Be able to use the marketing mix indifferent contexts

4.1 identify and evaluate techniques of assessing customer response4.2 design and complete a customersatisfaction

EVIDENCE AGAINST TASK:

Assignment has given in order to identify the nature and purpose of marketing

information and marketing research requirements, assess current and potential market

size & demand and to discuss the importance of customer satisfaction and feedback.

START DATE :

SUBMISSION DATE :

NECESSARY GUIDANCE:

• Use 12 point Times New Roman or Calibri script

• Use a bibliography

• Use 1.5 spacing

• Complete the title page and sign the statement of authenticity

• Submit the assignments as per the following deadlines

• Submission date of the assignment is final and no other extra day will be offered

any circumstances.

CENTER & ASSESSOR INFORMATIO

CenterName

British-American College

Center Code 93195

Assessor(s) Mr. Irfan Jahangir

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HNC/HAssignment Evidenc

Learner Name

Learner ID

Course Name

Unit

Unit Level H1 H2

Course Type Core Major Specialist

Major Finance Management Marketing HRM

Evidence Authenticity Declaration

I ………………………………………………. affirm that the attached work is entirely my oexcept where the words of ideas of other writers are specifically acknowledged throuthe use of inverted commas and in-text references.

This assignment has not been submitted for any other subject at 93121 centre (or oth

institution). I have revised, edited and proofread this paper before submission.

I further confirm that I have read and understood BAC’s rules and regulation relatingplagiarism and agree to be bound by them.

LearnerName

Signature Date

3



BTEC HND in Business

Unit 17: Marketing Intelligence

Assignment on Lo 2, Lo 3And Lo 4

Scenario 1

Qubee is a company from Augere providing fast and reliable broadband internet servic

to residential and business customers across Bangladesh. The land of Bangladesh h

divided into seven divisional areas that are Dhaka, Chittagong, Sylhet, Rajshahi, Khul

Barisal and Rangpur. The map of Bangladesh has revealed all divisional areas exce

Rangpur that has recently been added as a division.

The service of Qubee is currently

available in three divisional areas i.e.

Dhaka, Chittagong and Sylhet. But

Qubee has a plan to cover its network

all over Bangladesh within next few

years. Qubee will start working within

few months for building network

coverage in any one division among

Rajshahi, Khulna, Barisal and Rangpur

based on market potential priority. Aproper marketing research requires

for the identification of market

potential.

A marketing research specialist or a

third party marketing research firm

require for conducting marketing

research. Consider yourself as a marketing research specialist of Qubee and give solut

of the tasks (Task 1 to Task 4).

Task 1 (Lo 17.2.1) / P5

Review and evaluate different types of market research techniques. And justify which

research technique is suitable for Qubee.

Task 2 (Lo 17.2.2) / P6

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http://www.qubee.com.bd/wheres-qubee/coverage

http://www.qubee.com.bd/wheres-qubee/coverage-chittagong

http://www.qubee.com.bd/wheres-qubee/coverage-sylhet












Identify sources of secondary data and usage of data in two marketing contexts-

consumer market and business market.

Task 3 (Lo 17.2.3) / P7

Explain the ways of assessing the validity and reliability of market research findings.

Task 4 (Lo 17.2.4) / P8

Propose a marketing research plan in order to identify the market potential according t

the context of Qubee.

Scenario 2

Currently there are many service oriented organizations available in Bangladesh. Mostthe service oriented organizations are facing intense competition so that they are ve

conscious about their competitive advantages and customer satisfaction. In order

sustain in a competitive environment almost all the service oriented organizat

depends on effective and efficient marketing.

Marketing managers are playing a vital role for performing effective and efficie

marketing. Marketing managers are responsible for all the day to day marketing activit

and occasional marketing activities. Consider yourself as a marketing manager of a

service oriented organization in Bangladesh and give solution of the required tasks (Ta

5 to Task 9).

Task 5 (LO 17.3.1) / P9

Identify market size & share, growth and trends of the company that you have selected

Task 6 (LO 17.3.2) / P10

Identify one or more competitors of the organization you have selected and specify tclosest competitor. Make a plan and carry out a competitor analysis for your selectorganization. And you are required to demonstrate a side by side comparison with tcompetitor(s).

Task 7 (LO 17.3.3) / P11

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Explain the opportunities and threats for a given product or service of the organizatithat you have selected.

Task 8 (LO 17.4.1) / P12

Identify and evaluate the techniques of assessing customer responses (In the context o

your selected organization).

Task 9 (LO 17.4.2) / P13

Design & complete a customer satisfaction program for the organization you haselected.

Merit and Distinction Identifiers:

M1 You have to apply an effective approach for your research proposal.

M2 You have to use tables or charts or graphs for identifying market

size & share, growth & trend.

M3 You have to use appropriate structure and approach for whole

assignment.

D1 Self criticism of your marketing research plan and customer

satisfaction program.

D2 Take responsibility for managing and organizing activities by visitingthe relevant organizations with evidence.

D3 You have to give creative solution based on self criticism of your

marketing research plan and customer satisfaction program.

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Documents

Sept. 2011 Unit 17 (Mtk Int) Lo2,3 & 4