Explore and evaluate buyer behaviour and the purchase decision-making process

Marketing Essentials - understand the purchase decision-making process and to recognise the variables and situations that influence buying behaviour - Assignment Research Paper

Academic Level: Under-Graduate, Masters
Subject Area: Business & Management

Details:

Unit Aim
The aim of this unit is to enable learners to understand the purchase decision-making process and to recognise the variables and situations that influence buying behaviour. The learner will explore the marketing research process and assess the importance of different types of information and marketing research requirements needed for effective marketing management in a competitive environment. This unit will also provide learners with the specialist knowledge and skills to prepare and present a research proposal.

Learning Outcomes

1. Explore and evaluate buyer behaviour and the purchase decision-making process
2. Identify the nature and purpose of marketing information and marketing research requirements
3. Assess current and potential market size and demand
4. Discuss the importance of customer satisfaction and feedback

Assessment Criteria

1. Critically analyse and evaluate the key elements of the marketing function and how they interrelate with other functional units of an organisation   
2. Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives