Market Intelligence Report on the Metropolitan Police Service/ Police Service in your own country

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ARUBAV2MI15

Market Intelligence

Assignment

Date for Submission: 17th April 2018 (14:00 BST)

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Assignment Brief

As part of the formal assessment for the programme you are required to submit a Market Intelligence report. Please refer to your Student Handbook for full details of the programme assessment scheme and general information on preparing and submitting assignments. Learning Outcomes: After completing the module, you should be able to: 1. Relate concepts of buyer behaviour (consumer and B2B) to the purchase

decision-making process

2. Critically analyse an organisation’s use of market research techniques

3. Utilise appropriate techniques to assess market size and future demand

4. Devise and utilise appropriate survey instruments to measure customer satisfaction

Your assignment should include: a title page containing your student number, the module name, the submission deadline and a word count; the appendices if relevant; and a reference list in Arden University (AU) Harvard format. You should address all the elements of the assignment task listed below. Please note that tutors will use the assessment criteria set out below in assessing your work. You must not include your name in your submission because Arden University operates anonymous marking, which means that markers should not be aware of the identity of the student. However, please do not forget to include your STU number.

Maximum word count: 3000 words

Please note that exceeding the word count will result in a reduction in grade

proportionate to the number of words used in excess of the permitted limit.

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Assignment Task

Scenario – Metropolitan Police Service UK: https://www.met.police.uk/ Using the Metropolitan Police UK or the police service in your own country write a report informing your manager on how the service can develop their community engagement activities and raise their profile with the general public: ➢ Produce an executive summary– Give a summary of the purpose of marketing

intelligence within the organisation. Include the main findings and recommendations for the police service. (5%)

➢ Write an introduction – Provide an overview of the Metropolitan Police or your chosen police service and how it is performing to date. Include detail on the police’s core competencies and capabilities. (10%)

➢ The main report will comprise of the following: (60%)

▪ Relate concepts of behaviour (individual consumer and B2B) to the

decision-making process when developing an effective police service within the community. How does the police service provide community relations and services for businesses and individual members of the public? (LO1)

▪ Critically analyse appropriate market research techniques for gaining feedback from customers to understand the value of the services offered by the police. (LO2)

▪ Research key elements/trends and market size to predict future demand linking these to potential target markets for the police. Use appropriate analysis techniques from unit 3 of the learning materials to complete the appraisal of the market. From the results decide on the most appropriate segmentation strategy to focus on to engage within the community. (LO3)

▪ Devise a plan to show how to keep customers satisfied and how to deal with difficult customers who complain. Explain how to implement an appropriate CRM strategy within the police service. (LO4)

➢ Conclusion – summarise the above report and include recommendations for the Metropolitan Police or your chosen police service to develop its marketing strategies. (5%)

➢ References – present to AU Harvard Standards. (5%)

➢ Appendix – include a PowerPoint presentation of no more than ten slides supporting the research and findings on the police service. (15%)

END OF QUESTIONS

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Formative Feedback

In order to assist with your learning and to give you some early feedback you are encouraged to submit a draft to your tutor. If you do decide to complete a draft then, in order to receive feedback, the document must be emailed to the module tutor two weeks before the submission date. This is optional and does not contribute to the grading for the module. Whether you choose to use this opportunity for early feedback or not, you must still submit your answers to all assignment questions on or before 17th April 2018. The tutor’s email address can be found on the module front page on iLearn and you will receive feedback within seven days.

Guidelines: You MUST underpin your analysis and evaluation of the key issues with appropriate and wide ranging academic research and ensure this is referenced using the AU Harvard system. The My Study Skills Area contains the following useful resources: Guide to Harvard Referencing http://moodle.bl.rdi.co.uk/guides/HarvardRef/AU_Harvard_Quick_Ref_Guide.pdf Guide to Harvard Citation http://moodle.bl.rdi.co.uk/guides/HarvardRef/AU_Guide_to_Harvard_Citation.pdf You must use the AU Harvard Referencing method in your assignment.

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Additional notes:

Students are required to indicate the exact word count on the title page of the

assessment.

The word count excludes the title page, executive summary, reference list and

appendices. Where assessment questions have been reprinted from the

assessment brief these will also be excluded from the word count. ALL other

printed words ARE included in the word count. Printed words include those

contained within charts and tables. See ‘Word Count Policy’ on the homepage of

this module for more information.

Assignments submitted late will not be accepted and will be marked as a 0%

fail.

Your assessment should be submitted as a single Word (MS Word) or PDF file. For

more information please see the “Guide to Submitting an Assignment” document

available on the module page on iLearn.

You must ensure that the submitted assignment is all your own work and that all

sources used are correctly attributed. Penalties apply to assignments which show

evidence of academic unfair practice. (See the Student Handbook which is on the

homepage of your module and also in the Induction Area).

Suggested reading available from EBSCO and MyiLibrary Key Text:

Brassington, F. Pettitt, S. 2013 Essentials of Marketing London: Pearson Literature:

Fox, V. Hoboken, N.J. 2010 Marketing in the Age of Google: Your Online Strategy Is Your Business Strategy. New York: John Wiley & Sons

Hart, S. Baker, M.J. 2008 The Marketing Book 6th Edition. Amsterdam: Elsevier/Butterworth Heinemann

Hedin, H. Vaarnas, M. Hirvensalo, I. 2011 The Handbook of Market Intelligence: Understand, Compete and Grow in Gobal Markets 1st Edition. Sussex: John Wiley & Sons.

Smith, P. Zook, Z. 2011 Marketing Communications: Integrating Offline and Online with Social Media 5th Edition London: Kogan Page.

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Assessment Criteria

(Learning objectives covered - all)

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