Demonstrate the ability to map a path to purchase in a given category, including the decision making process

Grading Criteria

Learning Outcomes

Pass

Merit

Distinctio n

Task No.

Evidence

LO1

Demonstrate the ability to map a path to purchase in a given category, including the decision making process

P1 Explain and analyse

the

stages of the consumer

decision making

journey for a given product/ser

vice.

P2 Explain why it is important for marketers to map a path to purchase and

M1 Evaluate how marketers are    responding to the decision- making

process, applying relevant concepts and models.

LO1, 2 &

3 D1

Critically evaluate the application of     appropriate theories, concepts and models that influence and impact upon the decision making process, supported

1

Report with cover page, table of contents,

adequate sections on each

topic, reference list and

appendices (if necessary)

understand consumer

decision- making.

by specific examples and contexts.

LO2 Evaluate appropriate forms of

research to understand

influences on the      decisionmaking process

(B2C and B2B)

P3 Compare and contrast the key differences of the decision- making process in the

context of B2C and B2B,

providing

specific examples.

M2 Provide a coherent and justified

evaluation of how

different factors influence

decision-

making and buying behaviour,

supported by specific examples.

1

Report with cover page, table of contents,

adequate sections on each topic, reference list and appendices (if necessary)

P4 Evaluate the different

approaches to market

research and methods of research used for

understanding the decision-

making process in both B2C and B2B

contexts.