ASE20200 - November 2019 - Examiner Report

Examiner's Report

November 2019

Pearson LCCI Certificate in Marketing Fundamentals Level 2 (ASE20200)

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LCCI ASE20200, November 2019

Introduction

The Pearson LCCI Level 2 Certificate in Marketing Fundamentals gives candidates an overview of the fundamental principles and concepts of marketing and their practical application. Candidates are introduced to topic areas that they are likely to encounter in their working lives in practical, scenario-based situations.

To this end, the assessment for the November 2019 examination covered the following topics:

? Marketing activities and their application to a business ? Marketing context ? Marketing research, segmentation and marketing data ? Marketing principles ? Marketing communications ? Legal and ethical issues in marketing.

To achieve a good grade, it was important that candidates were able to address all the topics and able to explore marketing principles, marketing activities and the implications for communications, segmentation and legal/ethical issues in marketing outlined above. Across the cohort, most candidates coped well with topics involving understanding of marketing and the marketing concepts behind different marketing principles, research and communications and the practical activities involved in marketing.

It was the more interpretative aspects of the paper, those questions involving `create', `analyse', and `proofreading' that differentiated candidates the most. Many of the answers given to questions involving the creation and analysis of marketing situation in set scenarios required more depth, detail and accuracy to improve responses. To ensure the highest marks possible, both centres and candidates should consider spending more time developing the skills and knowledge required to answer this type of question.

It is also strongly recommended that this report is used in conjunction with the mark scheme.

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LCCI ASE20200, November 2019

Question 2c

Candidates were required to explain one reason why it is important to collect accurate economic data.

Examiner Comments This candidate secured full marks as they were able to explain what accurate economic data gives and a reasoned narrative as to why it is important to collect such data.

Examiner Tips There needs to more consideration of the reason why marketing activities and concepts are used as well as just recall of the specification content at this level.

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LCCI ASE20200, November 2019

Question 7c

Candidates were required to explain two ways that a business could obtain data about customer needs in international markets.

Examiner Comments This candidate secured higher marks as they were able to explain two relevant ways a business could obtain data about customer needs in international markets.

Examiner Tips There needs to be greater understanding about how there are more ways a business could obtain data about customer needs in international markets, as well as topic recall without detailed understanding of these ways.

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LCCI ASE20200, November 2019

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