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Understanding Customers and Their Behaviour Individually Written Report: 100% of the overall module grade Word count

– 3000 words maximum Learning Outcomes Covered: 1, 2, 3, 4

Assignment Brief

Introduction This assignment assesses the overall module. It is an individually written report that consists of 3,000 words (10 % +/-). This word count excludes any attached appendices, title page and table of contents. Your report should ideally display an excellent level of analytical and evaluative skills as well a reflection of theory and its contextualisation to the intended scenario. The use of appropriate theories, models and concepts to analyse and evaluate the given scenarios is needed in order to provide a proper and sustainable answer. In order to further complete this report in a successful manner, you are advised to use an organisation of your choice (one that you are currently employed in, a previous work place or one that you can obtain relevant information with ease). Your report will consist of a certain amount of secondary research and a significant amount of primary research to support your answer. Any supporting documents that you choose to use to reinforce your answer, need to be attached at the end of the report as appendices, in order to equip the examiner with the required background knowledge on the information you have provided within the report. It is essential that all theories, concepts, models and industry examples are appropriately referenced using the Harvard System style in the bibliography. You are advised to cite only those that you have used within your answer. Finally, you are advice to pay attention to the wording in which the tasks have been presented to you, to ensure that you understand and address the requirement as a whole with minimal misinterpretations.

Task 2 1. Use one of the key products/services offered by the organisation of and explain how three environmental variables and three physiological variables influence the potential customers decision making process in relation to the chosen product/service in its current market and in a potential foreign market 3. Conduct a SWOT analysis to understand the organisations current position in the market in relation to its marketing functions 2.As the Business Development Manager of an organisation of your choice. you have been requested to produce a report to your CEO that encompasses the following aspects. Task 1 1. conduct an audit that reflects the following elements:  Define marketing objectives that the organisation intends to achieve in its new geographical location and predict the extent to which the current marketing activities can be adapted to suit this scenario Identify and explain 2 theoretical concepts underpinning the globalisation process and identify with adequate justification the approach followed by the organisation of your choice Critically evaluate of the behavioural trends and patterns as well as the Macro Environmental factors that affect the consumer buying behaviour in its new geographical locations Explain how the following elements will affect the organisations international business management process: o International Human Resource Management o International marketing o International Logistics    . Assuming that the organisation intends expanding its roots to a foreign market. Explain how consumer behaviour has influenced the adaptation of the organisations marketing mix in relation to the product/service chosen in the above section.

is quite broad in certain instances. However. however. does not reflect consistency at all levels. the link between theory and practice projected through the presentation of findings has been restricted. . does not reflect consistency at all levels. Answers reflect independent thought and clarity with an overall focused and evaluative answer. The analysis and interpretation of research related data.       50-59% The answer reflects an above average standard with errors. as well as the ability to use the data to reach acceptable and accurate conclusions is of a good standard. Answers reflect independent thought and clarity with an overall focused and evaluative answer Has followed appropriate Harvard referencing in the bibliography. Nevertheless. theories and frameworks. Nevertheless. Reflects more assumptions rather than valid arguments based on analysis of research data. has displayed sound interpretative and evaluative abilities. Answers reflect independent thought and clarity with an overall focused and evaluative answer. The analysis and interpretation of research related data. theories and frameworks. theories and frameworks to interrelate and contextualise findings is of high standards. however. Relatively appropriate Harvard referencing is evident in the bibliography. though with notable errors. Analytical techniques used are of high standards that display the required breadth and depth. theories and frameworks to interrelate and contextualise findings is of a good standard. Has followed appropriate Harvard referencing in the bibliography. Ability to apply models. theories and frameworks to interrelate and contextualise findings is of a reasonable level.Understanding Customers and their Behaviour Assessment Criteria for Both Assessments % Grade   Criteria Has presented an answer with an outstanding result with a minimal number of errors Reflects an excellent level of knowledge and understanding of related models. The use of analytical techniques is evident throughout the answer in a manner that reflects a very good level. Reflects a good level of knowledge and understanding of related models. as well as the ability to use the data to reach acceptable and accurate conclusions is outstanding. 70-100%     Sufficient grades to award an overall pass mark       60-69% The answer reflects an above average standard with errors. theories and frameworks. Ability to apply models. The use of analytical techniques is evident throughout the answer in a manner that reflects a very good level. Reflects a general level of sound knowledge and understanding of related models. Ability to apply models.

and evaluation are of poor standard. Contextualisation. The analytical skills and contextualisation is almost non-existent. The degree of accuracy and research abilities are somewhat limited and the interpretation and the application of findings reflect a superficial characteristic. Very little evidence of appropriate subject knowledge has been reflected. The use of analytical techniques is also limited. 25-39%       Requires more work on overall answering skills. interpretation. Reflects a high level of poor grammar and spelling errors. theories and frameworks is poor. The degree of accuracy and research abilities are somewhat limited and the interpretation and the application of findings reflect a superficial characteristic. Reflects a limited level of knowledge and understanding of related models. related models. Answer produced has little relevance to the assignment briefs. 0-24% Considerable amount of work is needed as the overall answer it quite weak and unacceptable. 40-42%       Answer reflected is weak and lacks proper focus. Reflects basic level of Harvard referencing in the bibliography.  43-49%   Insufficient grades to award an overall pass mark  Displays several shortcomings throughout the answer. theories and frameworks is quite poor. The overall output is well below the required standard. The evidence of the use of appropriate models. . theories and frameworks. A certain level of appropriateness is evident in Harvard referencing in the bibliography. Understanding of subject knowledge.

Identify the key patterns and trends in international business activity Task Two 2. Conduct a SWOT analysis to understand the organisations current position in the market in relation to its marketing functions 2. 4. Learning Outcome Level 5 Understand the psychological and environmental variables that influence consumer behaviour Learning Outcome – Level 4 – Principles of Marketing and International Business Management 8. Weaknesses. 6. Opportunities and Threats of the company. Assuming that the organisation intends expanding . 1. Explain how consumer behaviour has influenced the adaptation of the organisations marketing mix in relation to the product/service chosen in the above section.Link of the requirements to the learning outcomes Requirement Task 1 1. 5. Use one of the key products/services offered by the organisation of and explain how three environmental variables and three physiological variables influence the potential customers decision making process in relation to the chosen product/service in its current market and in a potential foreign market Understand the relationship between consumer behaviour and the marketing concepts with regard to shaping the marketing activities. Understand the psychological and environmental variables that influence consumer behaviour 1. Understand the consumer decision making process 3. Understand and apply consumer behaviour to analyse the development and implementation of marketing activities. Evaluate the position of a company within a market sector and identify the marketing Strengths. 4.

7. cultural.g. Familiarize with the institutional framework which supports the globalisation process. Explain the theoretical underpinnings of the globalisation process. ethical and legal frameworks   5. international finance and accounts and international logistics) o o 6.  4. Evaluate possible internal firm responses to the external influences such as those involving various functional areas of international business management (e.its roots to a foreign market. Apply the analytical underpinnings of international business to real world and case study situations in order to inform and direct international business decision making. conduct an audit that reflects the following elements:  Define marketing objectives that the organisation intends to achieve in its new geographical location and predict the extent to which the current marketing activities can be adapted to suit this scenario Identify and explain 2 theoretical concepts underpinning the globalisation process and identify with adequate justification the approach followed by the organisation of your choice Critically evaluate of the behavioural trends and patterns as well as the Macro Environmental factors that affect the consumer buying behaviour in its new geographical locations Explain how the following elements will affect the organisations international business management process: o International Human Resource Management International marketing International Logistics 2. Critically evaluate some of the external influences on international business. economic. international marketing. ‐ international HRM. 3. such as the political. Understand the consumer decision making process 2. Understand the position of marketing in management of the modern firm .

9. Compile a forecast based on defined objectives . Define appropriate Objectives ‐ SMART in nature 10.

Identify a key product or service offered by the organisations Explain how three environmental variables influence the potential customers decision making process in relation to the chosen product/service 05 Explain how three physiological variables influence the potential customers decision making process in relation to the chosen product/service 07 Explanations should be made in relation to the current market and in a potential foreign market 07 3. Explain how consumer behaviour has influenced the adaptation of the organisations marketing mix in relation to the product/service chosen in the . Conduct a SWOT analysis to understand the organisations current position in the market. 07 It is imperative that candidates specifically focus on the marketing related activities when explaining the organisations position in the market 03 2.Understanding Customers and their Behaviour Student Name: Student Number: Assignment: Written Report Work is assessed according to the assessment criteria Task Comment Marks allocated Marks Received Task 1 1.

above section. conduct an audit that reflects the following elements: • Define marketing objectives that the organisation intends to achieve in its new geographical location 03 Predict the extent to which the current marketing activities can be adapted to suit this scenario. Adequate justification is required to obtain a promising mark 05 • Identify and explain 2 theoretical concepts underpinning the globalisation process Identify with adequate justification the approach followed by the organisation of your choice 04 • Critically evaluate of the behavioural trends and patterns that affect the consumer buying behaviour in its new geographical locations 07 Critically evaluate the Macro Environmental factors that affect the consumer buying behaviour in its new geographical locations 10 . 06 10 Task 2 Assuming that the organisation intends expanding its roots to a foreign market.

• Explain how the following elements will affect the organisations international business management process: o International Human Resource Management o International marketing o International Logistics 10 06 Structure and presentation of work including use of Harvard referencing Total Overall comments: 10 100 Second marker’s comments: First Marker: Second Marker: Agreed Mark: .

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