This unit explores buyer behaviour and how this is influenced by a range of factors and situations. Learners will explore the marketing research process and assess the importance of different types of information. The approach is practical and learners will learn how to prepare and present a research proposal, assess the reliability of market research findings, and use secondary sources of data.
Learners will then develop the skills needed to assess trends and carry out competitor analysis.
Finally, learners will consider customer relationship management and how to assess levels of customer satisfaction.
The unit seeks to combine a sound theoretical framework with the development of useful business skills.