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BTEC LEVEL 3 BUSINESS CERTIFICATE 2011 - 2012
ASSIGNMENT TITLE: MARKETING REPORT (‘A Grade Marketers’)
Unit 3: Introduction to Marketing
Assessors:
Georg Coakley
Internal
Verifier:
Lee Edwards
Assignment
Verification:
1
st
September 2010
Date set:
(Delivery)
6th September 2011
Final Completion
Date:
28th January 2011
Interim
(Unit Deadlines)
P1 P2 M1 D1 Wed
19th October 2011
P3 M2 D2 Wed 9th
Nov 2011
P4 Wednesday 15th
Dec2010
P5 Friday 7th January
2011
P6 M3 Friday 28th
January 2011
GLH
Unit 3: 60
Credits Achieved
10
Unit Introduction:
Marketing is at the heart of every organisation’s activity. Its importance is also growing in the non-
commercial, public and voluntary sectors. Also, at the heart of marketing is the customer. This unit will
introduce learners to some of the tools and techniques all types of organisations use to achieve their
objectives.
Firstly, learners will explore how different types of organisations use marketing principles to meet the
needs of their customers and achieve their objectives. The constraints under which organisations operate
are important and learners will study the legal requirements and voluntary codes that affect marketing.
Learners will then go on to investigate how organisations collect data through market research and turn
it into useful information which can be analysed and used to plan their marketing activities.
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The segmentation and targeting of groups of customers is a key marketing technique and this is studied
in detail. This includes the different bases for segmentation of both consumer and business markets.
Next, learners will examine how a marketing mix is developed to meet the needs and aspirations of a
targeted group of prospective customers, before going on to develop a marketing mix for a new product
or service.
The unit gives a brief overview of the principles of marketing or can be used as a basis for further study
of specialist marketing units.
On completion of this unit a learner should:
1 Know the role of marketing in organisations
2 Be able to use marketing research and marketing planning
3 Understand how and why customer groups are targeted
4 Be able to develop a coherent marketing mix.
Unit Content:
1 Know the role of marketing in organisations
Role: overall concept; marketing definitions
Objectives: private sector aims and objectives (survival, growth); public and voluntary sector aims and
objectives (service provision, growth of range of provision, cost limitation, meeting quality standards);
marketing objectives, eg market leadership, brand awareness, perceptions of customers or users; link
between organisational objectives and marketing objectives
Techniques: growth strategies (diversification, product development, market penetration or market
development, Ansoff’s Matrix); survival strategies; branding (importance in influencing buyer behaviour,
brand building, positioning, brand extension); relationship marketing (definition, difference between
transactional marketing and relationship marketing, value of lifetime customer)
Limitations and constraints: legal (Sale of Goods Act 1979, The Consumer Protection from Unfair Trading
Regulations 2008, Consumer Credit Acts 1974 and 2006, Consumer Protection (Distance Selling)
Regulations, Data Protection Act 1998); voluntary, eg Code of Advertising Practice and Advertising
Standards Authority; pressure groups and consumerism; acceptable language
2 Be able to use marketing research and marketing planning
Marketing research: qualitative; quantitative; primary internal/external research; secondary internal/
external research; uses (reduce risk in decision making, measure progress over time); limitations
(cost effectiveness, validity of data collected)
Marketing planning: marketing planning process model (audit with PESTLE (political, economic, social,
technological, legal and environmental external factors); SWOT (internal strengths and weaknesses,
external opportunities and threats); set SMART (specific, measurable, achievable, resourced, time-bound)
objectives; determine strategy and tactics, implement changes; evaluate)
3 Understand how and why customer groups are targeted
Identifying customers in consumer markets: difference between customers, consumers and buyers;
importance of identifying who has influence over purchasing decisions
Market segmentation: importance; bases for segmentation of consumer markets (geographic, demographic, psychographic,
lifestyle); uses of geo-demographic systems to identify and reach target groups eg ACORN, MOSAIC; reasons for choice of target
group (accessibility, current and future prospects of group as customers, profitability; ability to service customer group, fit with
organisation’s mission)
Identifying customers in business to business markets: decision making unit (DMU)
Market segmentation: bases for segmentation of business markets (size, region, value, public/private/
voluntary sector, product, industry); benefits for different members of the DMU, eg cost benefits, ongoing
relationships, security of supply
4 Be able to develop a coherent marketing mix
Marketing mix: 4 P’s – product; price; place; promotion; objectives of developing mix (support brand
building, satisfy needs and aspirations of targeted group of customers); importance of need for cohesion
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of different elements of the marketing mix
Product: product range; benefits versus features of product or service for targeted customers; concept
of product life cycle
Price: pricing strategies (premium pricing, penetration pricing, economy pricing, price skimming, psychological
pricing, captive product pricing, product line pricing)
Place: distribution; online and/or physical presence
Promotion: promotional mix (advertising (different media, online techniques), personal selling, public relations,
sales promotion)
SCENARIO:
You work for a professional Marketing organisation. You have been asked by your Manager to provide a
study report evaluating the marketing activities of different companies. From this information, you are
expected to establish a list of ‘A’ grade Marketers’. Your Manager has also asked that you present to the
Board of the Marketing Company about best examples of Market Research leading to additional work on
Targeting and Segmentation. After completing your report, presentation and information sheets, you may
be awarded a contract to develop a coherent marketing mix that is targeted at a group of potential
customers (be in charge of your own Marketing campaign!)
TASKS:
Produce a report DESCRIBING, COMPARING AND EVALUATING the marketing
activities of two companies in relation to SPECIFIED PRODUCTS (P1). Include details of
the constraints under which each of the selected organisations operate. Also
remember that this should include legal requirements and the use of voluntary codes
and constraints. You must RELATE these constraints to examples. (P2).
To develop your work to M1, you will need to ensure you have completed a
THOROUGH COMPARISON of the Marketing activities of the two Businesses chosen.
Remember, you must now demonstrate higher-level skills through comparing or
finding the similarities and differences between the use of marketing techniques in
marketing products or services in two organisations.
For D1, you must EVALUATE in detail the effectiveness of the use of techniques in
marketing products in one organisation. Evaluation requires more than stating an
opinion and should demonstrate higher-level skills such as researching and
interpreting data and using logical judgements about the validity and reliability of
the data used to evaluate the effectiveness of the marketing techniques.
P1 P2 M1 D1
Continuing on from the Report Work completed above, select ONE of the companies
previously investigated and study it’s use of marketing research. Prepare
presentation materials describing how marketing research is used to contribute to the
development of the organisation’s marketing planning (P3).
For M2, go on to DESCRIBE the LIMITATIONS of the marketing research and make
justified recommendations as to how the validity of the research could be improved.
To achieve D2, you should MAKE, and JUSTIFY, RECOMMENDATIONS for improving
the validity of the marketing research used in the selected organisation. Three sound
recommendations with justifications would be sufficient to achieve the criterion.
P3 M2 D2
Carry out your own primary and secondary marketing research for marketing planning
P4
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based on the School or a local commercial or not-for-profit organisation.
Ongoing from previous assignments, the Marketing company you work for is keen for
you to produce information sheets on EXAMPLES OF SEGMENTATION AND
TARGETING. Produce 6 information sheets on different products in which you
describe the target groups and explain why this group has been selected for this
product. You should EXPLAIN why the different types of target groups are chosen for
different products or services. This should include products for both consumer and
business to business markets and different methods of segmenting the market (P5).
P5
You have successfully demonstrated a real flair for Marketing in the work you have
completed so far! So much so, your Boss at the Marketing company has said ‘yes’ to
helping you set up your own business. A personal dream of yours! The Marketing
company would like to invest in your Business and have offered to fund any research
you need to do in return for 10% equity should you be successful!
DEVELOP A PROPOSAL for a coherent marketing mix for a product or service targeted
to a defined group of potential customers (P6). The product or service does not have
to be entirely new; it could be an established product or service introduced to a new
market. The marketing mix should include at least the 4 Ps.
For M3, the marketing mix must be clearly targeted to a defined group of potential
customers and needs to be detailed and coherent so that product, price, place and
promotion are all designed to appeal to the clearly defined needs and aspirations of
the target group of customers.
P6 M3
ASSESSMENT PROCEDURES:
Assessment Matrix Unit 1
Completed Magazine featuring several articles
Completed Market Research powerpoint
Own Primary and Secondary Research based on School / local Business / Charity
6 Information Sheets (6 Target Groups and why they have been selected)
Marketing Mix Proposal
REQUIRED EVIDENCE:
Checklist:
Described Marketing Activities of 2 different Businesses (P1)
Described Legal Constraints / Voluntary Codes of Conduct for same 2 Businesses (P2)
Described Market Research and contribution to Marketing Aims at one Business (P3)
Own Primary and Secondary Research for School / Local Business / Local Charity (P4)
6 Explanations / Examples of Marketing Segmentation or Targeting (P5)
Marketing Mix Proposal (P6)
Marketing Activities Comparison (M1)
Market Research Limitations (M2)
Detailed and coherent Marketing Mix and defined target groups (M3)
Evaluation of Marketing Activity effectiveness (D1)
Justified recommendations to help improve validity / reliability of Market Research (D2)
GUIDANCE FOR LEARNER
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Plenty of resources and help available throughout the completion of this assignment…
Our favourites…
www.ebitnow.com/mrcoakley for continual advice and guidance and lesson notes / handouts.
Business education websites such as tutor2u.com, businessstudiesonline.co.uk, times100.com, BBC
Bitesize Business, BBC.co.uk.
Other websites like yell.com, Oxford.gov.uk / Canterbury.gov.uk, businesslink.com. News websites like
Oxford Mail, Daily Info, BBC, Times, Guardian etc.
After School Club on Mondays and Wednesdays.
Textbooks
Bevan J, Dransfield R, Coupland-Smith H, Goymer J and Richards C BTEC Level 3 National Business Student
Book 1 (Pearson, 2009) ISBN 9781846906343
Bevan J, Goymer J, Richards C and Richards N BTEC Level 3 National Business Student Book 2
(Pearson, 2009) ISBN 9781846906350
Coupland-Smith H and Mencattelli C BTEC Level 3 National Business Teaching Resource Pack
(Pearson, 2009) ISBN 9781846906367
Cave S Consumer Behaviour in a Week (Hodder Arnold, 2002) ISBN 0340849711
Dibb S, Simkin L, Pride W M and Farrell O C Marketing Concepts and Strategies (Houghton Mifflin
(Academic),
2005) ISBN 061853203X
Hall D, Jones R and Raffo C Business Studies, 3rd Edition (Causeway Press Ltd, 2004) ISBN 1902796837
Proctor T Essentials of Marketing Research (FT Prentice Hall, 2005) ISBN 0273694944
Journals
Business Review Magazine (Phillip Allan Publishers)
Campaign (Haymarket Business Subscriptions)
The Economist (The Economist Newspaper Group, Inc)
Marketing (Haymarket Business Subscriptions)
Marketing Week (Centaur Communications Ltd)
Websites
www.adassoc.org.uk The Advertising Association
www.amazon.com Amazon online shopping
www.asa.org.uk The Advertising Standards Authority
www.bized.ac.uk Business education website including learning materials and quizzes
www.cadburys.co.uk Cadbury Trebor Bassett
www.cim.co.uk The Chartered Institute of Marketing
www.easyjet.com easyJet main website
www.marketingteacher.com Free marketing resources for learners, teachers and professionals
www.statistics.gov.uk Official UK statistics
www.swatch.com Main website for Swatch
www.tesco.com Main website for Tesco
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Unformatted Attachment Preview

BTEC LEVEL 3 BUSINESS CERTIFICATE 2011 - 2012 ASSIGNMENT TITLE: MARKETING REPORT (‘A Grade Marketers’) Unit 3: Introduction to Marketing Assessors: Georg Coakley Internal Verifier: Date set: Lee Edwards 6th September 2011 (Delivery) Interim (Unit Deadlines) Assignment Verification: Final Completion Date: 1st September 2010 Credits Achieved 10 28th January 2011 P1 P2 M1 D1 – Wed 19th October 2011 P3 M2 D2 – Wed 9th Nov 2011 P4 – Wednesday 15th Dec2010 P5 – Friday 7th January 2011 P6 M3 – Friday 28th January 2011 GLH Unit 3: 60 Unit Introduction: Marketing is at the heart of every organisation’s activity. Its importance is also growing in the noncommercial, public and voluntary sectors. Also, at the heart of marketing is the customer. This unit will introduce learners to some of the tools and techniques all types of organisations use to achieve their objectives. Firstly, learners will explore how different types of organisations use marketing principles to meet the needs of their customers and achieve their objectives. The constraints under which organisations operate are important and learners will study the legal requirements and voluntary codes that affect marketing. Learners will then go on to investigate how organisations collect data through market research and turn it into useful information which can be analysed and used to plan their marketing activities. The segmentation and targeting of groups of customers is a key marketing technique and this is studied in detail. This includes the different bases for segmentation of both consumer and business markets. Next, learners will examine how a marketing mix is developed to meet the needs and aspirations of a targeted group of prospective customers, before going on to develop a marketing mix for a new product or service. The unit gives a brief overview of the principles of marketing or can be used as a basis for further study of specialist marketing units. On completion of this unit a learner should: 1 Know the role of marketing in organisations 2 Be able to use marketing research and marketing planning 3 Understand how and why customer groups are targeted 4 Be able to develop a coherent marketing mix. Unit Content: 1 Know the role of marketing in organisations Role: overall concept; marketing definitions Objectives: private sector aims and objectives (survival, growth); public and voluntary sector aims and objectives (service provision, growth of range of provision, cost limitation, meeting quality standards); marketing objectives, eg market leadership, brand awareness, perceptions of customers or users; link between organisational objectives and marketing objectives Techniques: growth strategies (diversification, product development, market penetration or market development, Ansoff’s Matrix); survival strategies; branding (importance in influencing buyer behaviour, brand building, positioning, brand extension); relationship marketing (definition, difference between transactional marketing and relationship marketing, value of lifetime customer) Limitations and constraints: legal (Sale of Goods Act 1979, The Consumer Protection from Unfair Trading Regulations 2008, Consumer Credit Acts 1974 and 2006, Consumer Protection (Distance Selling) Regulations, Data Protection Act 1998); voluntary, eg Code of Advertising Practice and Advertising Standards Authority; pressure groups and consumerism; acceptable language 2 Be able to use marketing research and marketing planning Marketing research: qualitative; quantitative; primary internal/external research; secondary internal/ external research; uses (reduce risk in decision making, measure progress over time); limitations (cost effectiveness, validity of data collected) Marketing planning: marketing planning process model (audit with PESTLE (political, economic, social, technological, legal and environmental external factors); SWOT (internal strengths and weaknesses, external opportunities and threats); set SMART (specific, measurable, achievable, resourced, time-bound) objectives; determine strategy and tactics, implement changes; evaluate) 3 Understand how and why customer groups are targeted Identifying customers in consumer markets: difference between customers, consumers and buyers; importance of identifying who has influence over purchasing decisions Market segmentation: importance; bases for segmentation of consumer markets (geographic, demographic, psychographic, lifestyle); uses of geo-demographic systems to identify and reach target groups eg ACORN, MOSAIC; reasons for choice of target group (accessibility, current and future prospects of group as customers, profitability; ability to service customer group, fit with organisation’s mission) Identifying customers in business to business markets: decision making unit (DMU) Market segmentation: bases for segmentation of business markets (size, region, value, public/private/ voluntary sector, product, industry); benefits for different members of the DMU, eg cost benefits, ongoing relationships, security of supply 4 Be able to develop a coherent marketing mix Marketing mix: 4 P’s – product; price; place; promotion; objectives of developing mix (support brand building, satisfy needs and aspirations of targeted group of customers); importance of need for cohesion of different elements of the marketing mix Product: product range; benefits versus features of product or service for targeted customers; concept of product life cycle Price: pricing strategies (premium pricing, penetration pricing, economy pricing, price skimming, psychological pricing, captive product pricing, product line pricing) Place: distribution; online and/or physical presence Promotion: promotional mix (advertising (different media, online techniques), personal selling, public relations, sales promotion) SCENARIO: You work for a professional Marketing organisation. You have been asked by your Manager to provide a study report evaluating the marketing activities of different companies. From this information, you are expected to establish a list of ‘A’ grade Marketers’. Your Manager has also asked that you present to the Board of the Marketing Company about best examples of Market Research leading to additional work on Targeting and Segmentation. After completing your report, presentation and information sheets, you may be awarded a contract to develop a coherent marketing mix that is targeted at a group of potential customers (be in charge of your own Marketing campaign!) TASKS: Produce a report DESCRIBING, COMPARING AND EVALUATING the marketing activities of two companies in relation to SPECIFIED PRODUCTS (P1). Include details of the constraints under which each of the selected organisations operate. Also remember that this should include legal requirements and the use of voluntary codes and constraints. You must RELATE these constraints to examples. (P2). P1 P2 M1 D1 To develop your work to M1, you will need to ensure you have completed a THOROUGH COMPARISON of the Marketing activities of the two Businesses chosen. Remember, you must now demonstrate higher-level skills through comparing or finding the similarities and differences between the use of marketing techniques in marketing products or services in two organisations. For D1, you must EVALUATE in detail the effectiveness of the use of techniques in marketing products in one organisation. Evaluation requires more than stating an opinion and should demonstrate higher-level skills such as researching and interpreting data and using logical judgements about the validity and reliability of the data used to evaluate the effectiveness of the marketing techniques. Continuing on from the Report Work completed above, select ONE of the companies previously investigated and study it’s use of marketing research. Prepare presentation materials describing how marketing research is used to contribute to the development of the organisation’s marketing planning (P3). P3 M2 D2 For M2, go on to DESCRIBE the LIMITATIONS of the marketing research and make justified recommendations as to how the validity of the research could be improved. To achieve D2, you should MAKE, and JUSTIFY, RECOMMENDATIONS for improving the validity of the marketing research used in the selected organisation. Three sound recommendations with justifications would be sufficient to achieve the criterion. Carry out your own primary and secondary marketing research for marketing planning P4 based on the School or a local commercial or not-for-profit organisation. Ongoing from previous assignments, the Marketing company you work for is keen for you to produce information sheets on EXAMPLES OF SEGMENTATION AND TARGETING. Produce 6 information sheets on different products in which you describe the target groups and explain why this group has been selected for this product. You should EXPLAIN why the different types of target groups are chosen for different products or services. This should include products for both consumer and business to business markets and different methods of segmenting the market (P5). You have successfully demonstrated a real flair for Marketing in the work you have completed so far! So much so, your Boss at the Marketing company has said ‘yes’ to helping you set up your own business. A personal dream of yours! The Marketing company would like to invest in your Business and have offered to fund any research you need to do in return for 10% equity should you be successful! P5 P6 M3 DEVELOP A PROPOSAL for a coherent marketing mix for a product or service targeted to a defined group of potential customers (P6). The product or service does not have to be entirely new; it could be an established product or service introduced to a new market. The marketing mix should include at least the 4 Ps. For M3, the marketing mix must be clearly targeted to a defined group of potential customers and needs to be detailed and coherent so that product, price, place and promotion are all designed to appeal to the clearly defined needs and aspirations of the target group of customers. ASSESSMENT PROCEDURES: Assessment Matrix Unit 1 Completed Magazine featuring several articles Completed Market Research powerpoint Own Primary and Secondary Research based on School / local Business / Charity 6 Information Sheets (6 Target Groups and why they have been selected) Marketing Mix Proposal REQUIRED EVIDENCE: Checklist: Described Marketing Activities of 2 different Businesses (P1) Described Legal Constraints / Voluntary Codes of Conduct for same 2 Businesses (P2) Described Market Research and contribution to Marketing Aims at one Business (P3) Own Primary and Secondary Research for School / Local Business / Local Charity (P4) 6 Explanations / Examples of Marketing Segmentation or Targeting (P5) Marketing Mix Proposal (P6) Marketing Activities Comparison (M1) Market Research Limitations (M2) Detailed and coherent Marketing Mix and defined target groups (M3) Evaluation of Marketing Activity effectiveness (D1) Justified recommendations to help improve validity / reliability of Market Research (D2) GUIDANCE FOR LEARNER Student tick: Plenty of resources and help available throughout the completion of this assignment… Our favourites… www.ebitnow.com/mrcoakley for continual advice and guidance and lesson notes / handouts. Business education websites such as tutor2u.com, businessstudiesonline.co.uk, times100.com, BBC Bitesize Business, BBC.co.uk. Other websites like yell.com, Oxford.gov.uk / Canterbury.gov.uk, businesslink.com. News websites like Oxford Mail, Daily Info, BBC, Times, Guardian etc. After School Club on Mondays and Wednesdays. Textbooks Bevan J, Dransfield R, Coupland-Smith H, Goymer J and Richards C – BTEC Level 3 National Business Student Book 1 (Pearson, 2009) ISBN 9781846906343 Bevan J, Goymer J, Richards C and Richards N – BTEC Level 3 National Business Student Book 2 (Pearson, 2009) ISBN 9781846906350 Coupland-Smith H and Mencattelli C – BTEC Level 3 National Business Teaching Resource Pack (Pearson, 2009) ISBN 9781846906367 Cave S – Consumer Behaviour in a Week (Hodder Arnold, 2002) ISBN 0340849711 Dibb S, Simkin L, Pride W M and Farrell O C – Marketing Concepts and Strategies (Houghton Mifflin (Academic), 2005) ISBN 061853203X Hall D, Jones R and Raffo C – Business Studies, 3rd Edition (Causeway Press Ltd, 2004) ISBN 1902796837 Proctor T – Essentials of Marketing Research (FT Prentice Hall, 2005) ISBN 0273694944 Journals Business Review Magazine (Phillip Allan Publishers) Campaign (Haymarket Business Subscriptions) The Economist (The Economist Newspaper Group, Inc) Marketing (Haymarket Business Subscriptions) Marketing Week (Centaur Communications Ltd) Websites www.adassoc.org.uk The Advertising Association www.amazon.com Amazon – online shopping www.asa.org.uk The Advertising Standards Authority www.bized.ac.uk Business education website including learning materials and quizzes www.cadburys.co.uk Cadbury Trebor Bassett www.cim.co.uk The Chartered Institute of Marketing www.easyjet.com easyJet main website www.marketingteacher.com Free marketing resources for learners, teachers and professionals www.statistics.gov.uk Official UK statistics www.swatch.com Main website for Swatch www.tesco.com Main website for Tesco Name: Description: ...
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