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Crown Woods CollegeBTEC National in BusinessAssignment BriefUnit 3 – Introduction to Marketing Name: ____________________________________ Date due: _______________________________________Instructions for LearnersRead the assignment brief carefully and make sure you understand:what you have to do in each task, andwhat work to hand in.If you are uncertain, discuss it with your teacher.The assignment is split up into tasks, which will be set at interim periods throughout the unit. Your tutor will guide you and provide you with set dates and deadline dates.To achieve a PASS grade, you need to ensure that all of the pass criteria have been met. To gain an overall MERIT grade, you must complete all of the pass criteria and all of the merit criteria. To achieve a DISTINCTION for the unit, you must complete all of the pass and merit criteria, as well as the distinction criteria.Merit and distinction criteria are EXTENSIONS of the pass criteria, and do not have to be separate tasks.If you work in a group at any time, you must present your own responses to each task of the rmation from secondary sources must be referenced within your work and at the end in a bibliography, NOT presented as your own work / ideas. How to reference and list bibliographies will be covered in class.Your tutor will provide witness statements or any special documentation you may need to complete your tasks.Assessment and Grading CriteriaTo achieve a pass grade the evidence must show that the learner isable to:To achieve a merit grade the evidence must show that the learner is able to:To achieve a distinction grade the evidence must show that the learner is able to:P1: describe how marketing techniques are used to market products in two organisationsM1: compare marketing techniques used in marketing products in two organisationsD1: evaluate the effectiveness of the use of techniques in marketing products in one organisationP2: describe the limitations and constraints of marketingP3: describe how a selected organisation uses marketing research to contribute to the development of its marketing plansM2: explain the limitations of marketing research used to contribute to the development of a selected organisation’s marketing plansD2: 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 planningP5: explain how and why groups of customers are targeted for selected productsP6: 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.Unit Content1 Know the role of marketing in organisationsRole: overall concept; marketing definitionsObjectives: 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 planningMarketing 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 decisionsMarket 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 supply4 Be able to develop a coherent marketing mixMarketing 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 mixProduct: product range; benefits versus features of product or service for targeted customers; concept of product life cyclePrice: pricing strategies (premium pricing, penetration pricing, economy pricing, price skimming, psychological pricing, captive product pricing, product line pricing)Place: distribution; online and/or physical presencePromotion: promotional mix (advertising (different media, online techniques), personal selling, public relations, sales promotion)Assignment BriefThis assignment is designed to cover all the learning outcomes of Unit 3:On completion of this unit a learner should:Know the role of marketing in organisationsBe able to use marketing research and marketing planningUnderstand how and why customer groups are targetedBe able to develop a coherent marketing mixThere will be the opportunity for learners to meet the criteria for this unit via:‘Group Work‘Creative Writing’‘Researching’Vocational ScenarioBackground information:You work for a large marketing agency that consults for a variety of businesses on the marketing activities that they undertake in order to promote their products or services. Your agency has a varied portfolio of clients and you have been given the task of consulting for several different businesses: Apple, Blackberry, Thomas Cook and Crown Woods College. Task 1: Why Bother With Marketing? Know the role of marketing in organisations.Your agency has asked you to research the marketing techniques used by Apple when promoting their iPhone and Blackberry for the Curve.These techniques might include:Growth StrategiesSurvival StrategiesBrandingRelationship Marketing For each product, produce a report (with both visual and written information) that describes the marketing techniques used to market the products (P1).Then compare the techniques used in marketing the products. Explain the similarities and differences in the techniques used. (M1).Now choose one of your two businesses. How effective do you think its use of techniques in marketing products has been? Add an evaluation to your report that considers the pros and cons of the techniques used. (D1)This task meets the criteria for P1, M1 and D1.Date set:First submission date:Final submission date:Assessment CriteriaTask 1: ‘Why Bother With Marketing?’Criteria ReferencePurposeCommentDate MetP1.1Growth strategies (diversification, product development, market penetration or market development)P1.2 Survival strategies (branding, brand building, positioning, brand extension)P1.3Relationship marketing (relationship vs transactional marketing, value of loyal customers)Assignment FeedbackAssessor comments: How can the learner improve this work?Task complete?P1 □M1 □D1 □Assessor signature………………………………………. Date……………………………………….Assessor signature ...................................................... Date .....................Learner comments: Do you understand how to improve this work?I confirm this is all my own workLearner signature ...................................................... Date ......................................................Assessor signature ...................................................... Date .....................Internal verificationComments:1st IV …………………………………………………………………….2nd IV…………………………………………………………………….. Date…………………………………………………………………….I confirm this is all my own workLearner signature ...................................................... Date ......................................................Assessor signature ...................................................... Date .....................Task 2: Marketing LawsWhat’s Stopping Apple Saying Whatever They Want?Look at Apple again, prepare a poster for the management that warns them of the limitations and constraints of marketing for the organisation. Include the following in your description:? Legal constraints, for example Sale of Goods Act 1979? Voluntary constraints, for example Code of Advertising Practice? Pressure groups and consumerism, for example Watchdog, Which? MADD? Acceptable languageYou must include examples relevant to Apple in your poster.This task meets the criteria for P2.Date set:First submission date:Final submission date: Assessment CriteriaTask 2: Marketing LawsCriteria ReferencePurposeCommentDate MetP2.1Legal constraints (Sales of Goods Act 1979, Consumer Protection from Unfair Trading Regulations 2008, Consumer Credits Act 2006, Consumer Protection Regulation and Data Protection Act 1998)P2.2 Voluntary constraints (Code of Advertising Practice, Advertising Standards Authority)P2.3Pressure groups and consumerismP2.4Acceptable LanguageAssignment FeedbackAssessor comments: How can the learner improve this work?Task complete?P2 □Assessor signature………………………………………. Date……………………………………….Assessor signature ...................................................... Date .....................Learner comments: Do you understand how to improve this work?I confirm this is all my own workLearner signature ...................................................... Date ......................................................Assessor signature ...................................................... Date .....................Internal verificationComments:1st IV …………………………………………………………………….2nd IV…………………………………………………………………….. Date…………………………………………………………………….I confirm this is all my own workLearner signature ...................................................... Date ......................................................Assessor signature ...................................................... Date .....................Task 3: Marketing ResearchFinding Out About the MarketThe marketing agency has asked you to prepare a report describing how market research can be used. This presentation will be crucial in bringing new business into the agency. Prepare a report that describes how Crown Woods College uses marketing research to contribute to the development of its marketing plans. (P3) You will need information on each of the following:? Quantitative and qualitative marketing research? Primary and secondary market research? Uses and limitations of market research(M2)Include in your report/ presentation an explanation of the limitations of the marketing research used in the development of the school’s marketing plans. Include information on both of the following:? Cost effectiveness? Validity of data collected(D2)Conclude your report/presentation with three justified recommendations that would improve the validity of the marketing research used in the development of the organisation’s marketing plans.This task meets the criteria for P3, M2 ad D2.Date set:First submission date:Final submission date: Assessment CriteriaTask 3: Marketing ResearchCriteria ReferencePurposeCommentDate MetP3.1Qualitative and quantitative researchP3.2 Primary and secondary researchP3.3Uses of market research (reducing risk in decision making, measure progress over time)P3.4Limitations of market research (cost effectiveness, validity of data)Assignment FeedbackAssessor comments: How can the learner improve this work?Task complete?P3 □M2□D2 □ □Assessor signature………………………………………. Date……………………………………….Assessor signature ...................................................... Date .....................Learner comments: Do you understand how to improve this work?I confirm this is all my own workLearner signature ...................................................... Date ......................................................Assessor signature ...................................................... Date .....................Internal verificationComments:1st IV …………………………………………………………………….2nd IV…………………………………………………………………….. Date…………………………………………………………………….I confirm this is all my own workLearner signature ...................................................... Date ......................................................Assessor signature ...................................................... Date .....................Task 4: Marketing ResearchFinding Out About the MarketDue to the importance of their success, the agency have decided that you should work on the Apple project and want you to describe how the company can use its market research to plan for the future (P4).You need to produce a leaflet that shows:The PESTLE Factors that will influence their marketing strategy.A SWOT analysis that shows the internal Strengths, Weaknesses, Opportunities and external Threats that face Apple.How you can set SMART objectives for Apple for the next 3 years.This task meets the criteria for P4.Date set:First submission date:Final submission date: Assessment CriteriaTask 4: Marketing PlanningCriteria ReferencePurposeCommentDate MetP4.1PESTLE Factors (political, economic, social, technological, location, environmental)P4.2 SWOT Analysis (strengths, weaknesses, opportunities and threats)P4.3SMART objectives (specific, measurable, achievable, resourced, timely)Assignment FeedbackAssessor comments: How can the learner improve this work?Task complete?P4 □Assessor signature………………………………………. Date……………………………………….Assessor signature ...................................................... Date .....................Learner comments: Do you understand how to improve this work?I confirm this is all my own workLearner signature ...................................................... Date ......................................................Assessor signature ...................................................... Date .....................Internal verificationComments:1st IV …………………………………………………………………….2nd IV…………………………………………………………………….. Date…………………………………………………………………….I confirm this is all my own workLearner signature ...................................................... Date ......................................................Assessor signature ...................................................... Date .....................Task 5: Market SegmentationBreak the Market UpThe marketing agency for Thomas Cook has asked you to prepare some training materials that could be used for work experience students to explain how and why groups of customers are targeted for selected products. (This should look like a How to Guide to Segmentation)You will need to select six different target groups for products or services of your choice. (The providers of the products/ services can be from as many businesses as you choose.) At least two of your choices must be from the business-to-business market, the remainder can be from the consumer market. Prepare one of the following: a leaflet/ report/ presentation that covers:1. What is market segmentation?2. How consumer markets can be segmented3. How business markets can be segmented4. Describe the customer profile for each of your six target groups5. Explain how and why these groups are targeted.Holidays/ travel is a useful industry to investigate. You could look at Saga Holidays, Family holidays (activities/ all inclusive), singles/ 18-30, Business Travel, School Trips, Adventure holidays, Wedding packages/special occasions. This task meets the criteria for P5.Date set:First submission date:Final submission date: Assessment CriteriaTask 5: Market SegmentationCriteria ReferencePurposeCommentDate MetP5.1Importance of segmentationP5.2 Bases for segmentation of consumer markets (geographic, demographic, psychographic, lifestyle)P5.3Uses of geo-demographic systems to identify and research target groupsP5.4Bases for segmentation of business markets (size, region, value, public/private, voluntary sector, product, industry)Assignment FeedbackAssessor comments: How can the learner improve this work?Task complete?P5 □Assessor signature………………………………………. Date……………………………………….Assessor signature ...................................................... Date .....................Learner comments: Do you understand how to improve this work?I confirm this is all my own workLearner signature ...................................................... Date ......................................................Assessor signature ...................................................... Date .....................Internal verificationComments:1st IV …………………………………………………………………….2nd IV…………………………………………………………………….. Date…………………………………………………………………….I confirm this is all my own workLearner signature ...................................................... Date ......................................................Assessor signature ...................................................... Date .....................Task 6: The Marketing MixNow that you are well versed in marketing, the agency has let you loose on Apple’s marketing strategy for their new iPhone!Prepare a presentation to its directors that shows that you have developed a coherent marketing mix for its new product.Your presentation should cover Product, Price, Place, Promotion and they must blend together. (P6)For M3, you must include in your presentation how your marketing mix would target a specific segment of the market.Your presentation must be accompanied by speakers notes. You may produce this presentation in groups of 3.This task meets the criteria for P6, M3 and D3.Date set:First submission date:Final submission date: Assessment CriteriaTask 6: The Marketing MixCriteria ReferencePurposeCommentDate MetP6.1Product (product range, benefits vs. features of a product, concept of product life cycle)P6.2 Price (pricing strategies must included premium, penetration, economy, price skimming, psychological, captive and product line pricingP6.3Place (distribution, online and/or physical presence)P6.4Promotion (promotional mix, advertising, personal selling, public relations and sales promotions Assignment FeedbackAssessor comments: How can the learner improve this work?Task complete?P6 □M3 □D3□Assessor signature………………………………………. Date……………………………………….Assessor signature ...................................................... Date .....................Learner comments: Do you understand how to improve this work?I confirm this is all my own workLearner signature ...................................................... Date ......................................................Assessor signature ...................................................... Date .....................Internal verificationComments:1st IV …………………………………………………………………….2nd IV…………………………………………………………………….. Date…………………………………………………………………….I confirm this is all my own workLearner signature ...................................................... Date ......................................................Assessor signature ...................................................... Date ..................... ................
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