Assignment title UNIT 3 Introduction to Marketing (Y/502/5411) Learning Outcome Learning Outcome Assessment Criteria In this assessment you will have the opportunity to present evidence that shows you are able to: Task no. Evidence (Page no) LO1 Know the role of marketing in organisations P1 Describe how marketing techniques are used to market products in two organisations. 1 M1 Compare marketing techniques used in marketing products in two organisations 2 D1 Evaluate the effectiveness of the use of techniques in marketing products in one organisation. 3 P2 Describe the limitations and constraints of marketing 4 LO2 Be able to use marketing research and marketing planning P3 Describe how a selected organisation uses marketing research to contribute to the development of its marketing plans 5 M2 Explain the limitations of marketing research used to contribute to the development of a selected organisation’s marketing plans. 6 D2 Make justified recommendations for improving the validity of the marketing research used to contribute to the development of a selected organisation’s marketing plans 7 P4 Use marketing research for marketing planning 8 LO3 Understand how and why customer groups are targeted P5 Explain how and why groups of customers are targeted for selected products 9 LO4 Be able to develop a coherent marketing mix. P6 Develop a coherent marketing mix for a new product or service 10 M3 Develop a coherent marketing mix that is targeted at a defined group of potential customers 11 Learner declaration I certify that the work submitted for this assignment is my own and research sources are fully acknowledged. Student signature: Date: Assignment brief Unit number and title Y/502/5411 Qualification BTEC NATIONAL LEVEL 3 DIPLOMA IN BUSINESS Start date Deadline/hand-in Assessor Assignment title UNIT 3 Introduction to Marketing (Y/502/5411) Purpose of this assignment The purpose of the assignment to help learners to build on their knowledge of Marketing functions. Marketing is at the heart of every business activity in an organisation. The unit will introduce the learners to tools and techniques all types of organisation use to achieve their goals via marketing. experiences of studying about organisations and businesses. The learners will explore marketing principles, research, activities, key concepts like segmentation, targeting, positioning and marketing mix. The unit aims to give overview of the principles of marketing and how can they be used to develop a marketing mix for a product or service. This unit will be able to build knowledge for further specialist marketing units. Scenario Imagine that you have started to work for a small marketing and design agency based in Manchester. The agency has a number of clients and providing consulting services on marketing activities. The agency has a diverse portfolio of clients. As a employee working in the agency, you are asked to consult for two clients. One in private sector and the other in public or voluntary sector. Task 1 (LO 1) P1 (Presentation) P1 - the learner must product a presentation for the management team to introduce the two new client Guidance to achieve P1, Choose a company from private sector, for e.g. restaurant or a retailer like Tesco or Asda Choose a public or voluntary sector company, for e.g. Oxfam or Christie or a local charity you know The presentation must include 1. Definition of marketing 2. State the aims and objectives of the organisations – private and public / voluntary 3. For each business you will need to research the marketing techniques it has used to market its product (e.g. flyer distribution by restaurant in different areas to attract customers) 4. The techniques quoted as example should focus on Growth strategies, survival strategies, branding and relationship marketing. Task 2 (LO1) – M2 (Report 250 words) Scenario Now building on to the task P1, you need to produce a report where you will demonstrate by comparing or finding the similarities and differences between the marketing techniques used for these two organisations To achieve M2, the learner will need • The report produced should include marketing activities undertaken by two organisation (suggest draw a table) • Present various techniques like growth strategies, survival strategies, branding and relationship marketing used by organisations. • You need to present either similarities or differences but not both. Task 3 (D1) (Report) D1 - Evaluate the effectiveness of the use of techniques in marketing products in one organisation. This task is in addition to the report produced in M2. You need to select one of the businesses and fully explain how effective are their marketing techniques to market the product /service? Make suitable recommendations for improvement To achieve D1, the learner is required • Include real life example that relate to the business. • Evaluation will require stating more than one option for marketing techniques • Make recommendation for improvement of the marketing techniques. Task 4 (P2) (Factsheet) P2 - Describe the limitations and constraints of marketing To achieve P2, the learner will need to create a factsheet that describes the limitation and constraints under which marketing operates. This should include legal requirements Guidance to achieve P2, • Choose one of the business you have selected for previous tasks in P1, and describe the limitation and constraints of marketing for that organization • Include legal constraints, for e.g. Sale of Goods Act 1979 • Voluntary constraints, for e.g. Code of Advertising Practice • Pressure groups and consumerism, for e.g. CBI Include real life examples of limitation and constraints using suitable text and images in your factsheet. Task 5 (LO2) (P3) (MEMO/ Report) P3- Describe how a selected organisation uses marketing research to contribute to the development of its marketing plans Scenario One of your clients wants to conduct an audit of the marketing research and its contribution to development of marketing plans. E.g. Impact college uses marketing research to be able to put together plans for next academic year. For e.g. it wants to target more ethnic minority students in the North Manchester area. In order to achieve P3, the learner has to • Undertake research to study marketing research methods that Impact College uses. • How this research will allow Impact college to develop its marketing plans • You have to produce a MEMO or report for the management of the College on how research contributes to the development of marketing plans Guidance to achieve P3, memo should include • Quantitative and qualitative market research • Primary and secondary market research • Uses and limitations of market research • Include examples for above alongside their definitions Task 6 (LO2) (M2) Report (250-300 words) M2- Explain the limitations of marketing research used to contribute to the development of a selected organisation’s marketing plans. In order to achieve M2, the learner will have to • Act as a member of Impact College Leadership Team and prepare a report Guidance to achieve M2 • In the report you need to discuss the cost effectiveness and validity of data collected • Present both arguments for and against market research • Explain the limitation of marketing research methods in the selected organisation Task 7 (LO2) (D2) (Formal Letter) D2- Make justified recommendations for improving the validity of the marketing research used to contribute to the development of a selected organisation’s marketing plans Using the planning notes of M2, write a formal letter to management of Impact College where you will 1. Summarise finding of the report in M2 2. Make recommendation for improving the validity of marketing research used at Impact College Guidance to achieve D2, • Remember that you are writing the report as a senior member of the leadership team Task 8 LO3 (P5) Presentation P5- Explain how and why groups of customers are targeted for selected products In order to achieve P5, the learner will have to • Produce a PowerPoint presentation for the organisation selected in task P2 Guidance to achieve P5 • List different types of target group for different product or services • Product should include both consumer and business markets • Include different methods of segmenting the market • Explain why are the groups targeted for selected products. For e.g. nearby houses to the center markets are targeted for leafleting due to proximity. Task 9 (LO4) (P6) Report P6- Develop a coherent marketing mix for a new product or service Scenario Due to the success of the recent business course, Impact College has decided to launch a new course in the next two years. You are made responsible for the marketing project. For the same organisation you have chosen, you need to develop a marketing mix for this new course. The marketing mix should include at least 4Ps In order to achieve P6, the learner will have to • Suggest a course (e.g. healthcare, IT, Hair Dressing etc.) that the college could develop • 4Ps include should include o Why have you chosen this course or product/ service? o Who is the target market? o What price will the set? o How will you promote? o Where will you sell the product/ course/ service? Guidance to achieve P6 • You can include pictures as evidence • The product or course does not have to entirely new. • A report produced covering above tasks for a chosen product / organisation Task 10 (LO4) (M3) Report M3- Develop a coherent marketing mix that is targeted at a defined group of potential customers Following up for the task in P6, you are required to • State how the product / service has been designed to appeal to specific target group of potential customers • Pick out and justify which element of the marketing Mix is the most important and why? Guidance to achieve M3, the learner is required to • Ensure that the marketing mix is clearly targeted for a defined group of potential customers. • Their needs are detailed and coherent so that the product, price, promotion and place are all designed to appeal to clearly the defined need and aspirations of the garget group of customers Evidence checklist Summary of evidence required by student Evidence presented Task 1 Presentation Task 2 Report Task 3 Report Task 4 Fact sheet Task 5 Report / MEMO Task 6 Report Task 7 Formal Letter Task 8 Presentation Task 9 Report Task 10 Report Achievement Summary Qualification BTEC NATIONAL LEVEL 3 DIPLOMA IN BUSINESS Assessor name Unit Number and title UNIT 3 Introduction to Marketing (Y/502/5411) Student name Criteria Reference To achieve the criteria the evidence must show that the student is able to: Achieved? (tick) P1 Describe how marketing techniques are used to market products in two organisations. M1 Compare marketing techniques used in marketing products in two organisations D1 Evaluate the effectiveness of the use of techniques in marketing products in one organisation. P2 Describe the limitations and constraints of marketing P3 Describe how a selected organisation uses marketing research to contribute to the development of its marketing plans M2 Explain the limitations of marketing research used to contribute to the development of a selected organisation’s marketing plans. D2 Make justified recommendations for improving the validity of the marketing research used to contribute to the development of a selected organisation’s marketing plans P4 Use marketing research for marketing planning P5 Explain how and why groups of customers are targeted for selected products P6 Develop a coherent marketing mix for a new product or service M3 Develop a coherent marketing mix that is targeted at a defined group of potential customers Higher Grade achievements (where applicable) Grade descriptor Achieved? (tick) Grade descriptor Achieved? (tick) M1: Identify and apply strategies to find appropriate solutions D1: Use critical reflection to evaluate own work and justify valid conclusions M2: Select / design and apply appropriate methods / techniques D2: Take responsibility for managing and organising activities M3: Present and communicate appropriate findings D3: Demonstrate convergent/lateral/creative thinking Indicative reading for learners 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