SM702 Consumer Behaviour and Market Communications (J/650/7076) Assignment Brief 2026

When awarded credit for this unit, a learner will:

Assessment of this learning outcome will require a learner to demonstrate that they can:

1.2 Evaluate the role of consumer behaviour in developing effective marketing programmes.

1.3 Differentiate between different types of decision-making processes in B2C, B2B and C2c Contexts.

2.2 Examine the external and individual factors that influence consumer behaviour using models of customer buying behaviour.

2.3 Evaluate the process of adoption of new products and services.

3.2 Analyse factors that affect consumer behaviour and misbehaviours in digital and social media contexts.

3.3 Evaluate and design a marketing research study for developing customer insight in different contexts.

3.4 Evaluate the principles and benefits of Customer Relationship Management.

4.2 Develop a plan to enhance customer experience and customer relationship management.

4.3 Evaluate factors that determine the choice of a message and media for effective customer communications to manage consumer relationship.

4.4 Analyse the elements of an effective consumer communications strategy including digital media strategies to manage customer relationship.

4.5 Evaluate a range of metrics to measure the success of the communication strategy to manage customer relationship.