+1 862 207 3288 the concept and process of marketing
1. Understand the concept and process of marketing 2. Be able to use the concepts of segmentation, targeting and positioning 3. Understand the individual elements of the extended marketing mix 4. Be able to use the marketing mix in different contexts. Outcomes LO1 Understand the concept and process of marketing
LO2 Be able to use the
On successful completion of this unit a learner will: LO 1.1 explain the various elements of the marketing process LO 1.2 evaluate the benefits and costs of a marketing orientation for a selected organisation LO 2.1 show macro and micro environmental factors which influence marketing decisions LO 2.2 propose segmentation criteria to be used for products in different markets LO 2.3 choose a targeting strategy for a selected product/service LO 2.4 demonstrate how buyer behaviour affects marketing activities in different buying situations LO 2.5 propose new positioning for a selected product/service
concepts of segmentation, targeting and positioning
LO3 Understand the
LO 3.1 explain how products are developed to sustain competitive advantage LO 3.2 explain how distribution is arranged to provide customer explain how prices are set to reflect an organisation’s
individual elements of the extended marketing mix
convenience LO 3.3
objectives and market conditions LO 3.4 illustrate how promotional activity is integrated to achieve marketing objectives LO 3.5 analyse the additional elements of the extended marketing mix
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Unit 4: Marketing Principles Regent College
BTEC Higher National Diploma in Business
LO4 Be able to use the
LO 4.1 plan marketing mixes for two different segments in consumer markets LO 4.2 illustrate differences in marketing products and services to businesses rather than consumers LO 4.3 show how and why international marketing differs from domestic marketing.
marketing mix in different contexts.
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Unit 4: Marketing Principles Regent College
BTEC Higher National Diploma in Business
Programme: Unit Number: Unit Title: Module Tutor: Email:
BTEC Higher National Certificate in Business 4 Marketing Principles
Assignment Number: Distribution Date:
1. Short Report 16/10/2013 15/11/2013 Produce a report to present to the Managing Director of your chosen company. This must be written in professional manner and properly referenced. The report should comply with the word count of 500 with +/- 10% margin. You may use tables and diagrams to support your report to illustrate the text. Word count excludes the index, headings, information contained in tables, references and bibliography. Assessment Type: Individual
Submission Date:
Assessment Format:
As a newly appointed Marketing Manager, you are required to carry out a market environment situation analysis. For this, identify and analyse Macro environment, Micro external environment, Micro internal environment and the capabilities using a range of tools and techniques suitable for each market situation. Summarised your analysis using a PESTLE and SWOT Analysis. (LO 2.1) The objective of the above analysis shall enable you to develop a marketing plan for the proposed strategy addressing the issues identified in the marketing analysis in the second part of the assignment. For example you may identify the strategies such as, Increase existing market share through market stimulation Increase existing market share through new product development Entering a new market through introducing existing product(s) to a new market Entering a new market through new product development
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Unit 4: Marketing Principles Regent College
BTEC Higher National Diploma in Business
Programme: Unit Number: Unit Title: Module Tutor: Email:
BTEC Higher National Certificate in Business 4 Marketing Principles
Assignment Number: Distribution Date:
2. Report 16/10/2013
Submission Date:
Assessment Format:
31/01/2014
Produce a report to present to the Managing Director of your chosen company. This must be written in professional manner and properly referenced. The report should comply with the word count of 3000 with +/- 10% margin. You may use tables and diagrams to support your report to illustrate the text. Word count excludes the index, headings, information contained in tables, references and bibliography. Assessment Type: Individual
As a newly appointed Marketing Manager, you are required to carry out a detailed industry analysis for your chosen organisation. The purpose of this is to formulate a suitable marketing campaign for your chosen organisation. Produce a report detailing the below. As part of the introduction to the report give a brief explanation of the various elements of the marketing process (LO 1.1) Evaluate the benefits and costs of a marketing orientation for the selected organisation. (LO 1.2) Following the SWOT analysis identify a product/service that can be marketed to two different segments. Justify your reason for the proposed segmentation criteria. (LO 2.2) Choose a target strategy for the chosen product/service. (LO 2.3)
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Unit 4: Marketing Principles Regent College
BTEC Higher National Diploma in Business
For the chosen strategy discuss how the buyer behaviour affects marketing activities in different buying situations. Discuss the buyer behaviour in relation to the segmentation criteria you have identified. (LO 2.4) Suggest a range of positioning options for your selected product/service (LO 2.5) Focus on one of the objectives and develop a marketing plan. Provide a justification and an explanation with reasons for the chosen strategy. Your explanation should include, ? how the product is going to be developed to sustain competitive advantage (LO 3.1) ? how distribution is going to be arranged to provide customer convenience (LO 3.2) ? how you would set the price of the product to reflect organisation’s objectives and marketing conditions (LO 3.3) Plan and recommend marketing mixes for the two different segments you have discussed in LO 2.1. (LO 4.1) For the segments you have discussed above clearly explain the marketing mix with including the promotion element. You should discuss how the promotional activity is integrated to achieve marketing objective. (LO 3.4) Include an analysis into the additional elements of the extended marketing mix, providing your marketing plan (LO 3.5) Developed a marketing strategy to market the products and services to an organisation. What differences are there if you market your products and services to an organisation? (LO 4.2) Suggest on implementing a marketing strategy to market abroad. What would be different from international marketing to domestic marketing? (LO 4.3)
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Unit 4: Marketing Principles Regent College
BTEC Higher National Diploma in Business
Assessment Criteria:
P1-P15 Pass Criteria M1-M3 Merit Criteria D1-D3 Distinction Criteria
To Achieve a Pass To gain a pass grade you must attempt all three assignments and you must satisfy the pass criteria as outlined below. LO 1.1 explain the various elements of the marketing process (P1) LO 1.2 evaluate the benefits and costs of a marketing orientation for a selected organisation (P2) LO 2.1 show macro and micro environmental factors which influence marketing decisions (P3) LO 2.2 propose segmentation criteria to be used for products in different markets (P4) LO 2.3 choose a targeting strategy for a selected product/service (P5) LO 2.4 demonstrate how buyer behaviour affects marketing activities in different buying situations (P6) LO 2.5 propose new positioning for a selected product/service (P7) LO 3.1 explain how products are developed to sustain competitive advantage (P8) LO 3.2 explain how distribution is arranged to provide customer convenience (P9) LO 3.3 explain how prices are set to reflect an organisation’s objectives and market conditions (P10) LO 3.4 illustrate how promotional activity is integrated to achieve marketing objectives (P11) LO 3.5 analyse the additional elements of the extended marketing mix (P12) LO 4.1 plan marketing mixes for two different segments in consumer markets (P13) LO 4.2 illustrate differences in marketing products and services to businesses rather than consumers (P14) LO 4.3 show how and why international marketing differs from domestic marketing (P15)
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Unit 4: Marketing Principles Regent College
BTEC Higher National Diploma in Business
To Achieve a Merit To gain a merit grade you must achieve all the pass mark criteria and in addition you must satisfy the criteria as outlined below. Identify and apply strategies to find appropriate solutions through effective judgement (M1) Select/design and apply appropriate methods/techniques. You are judged on the application of relevant theories and techniques and the justification for their application (M2) Present and communicate appropriate findings. This includes the use the appropriate structure and approach with coherent, logical development of principles/concepts for the intended audience (M3)
To Achieve a Distinction To gain a Distinction grade you must achieve all the pass mark criteria and all the merit mark criteria and in addition you must satisfy the criteria as outlined below. Use critical reflection to evaluate own work and justify valid conclusions including realistic improvements which have been proposed against defined characteristics for success. (D1) Demonstrate convergent / lateral/creative thinking by showing evidence on receptiveness to new ideas and effective thinking in unfamiliar contexts. (D2) Take responsibility for managing and organising activities including accommodating the unforeseen and recognising the importance of interdependence. (D3)
Your subject tutor will be able to give you general guidance and feedback on improving your work however it is your responsibility to seek feedback from the subject tutors on the above criteria for you to achieve the intended grades.
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Unit 4: Marketing Principles Regent College
BTEC Higher National Diploma in Business
Support materials
Textbooks Adcock D et al — Marketing Principles and Practice 4th Edition (Pitman Publishing, 2001) ISBN: 027364677X Brassington F and Pettitt S — Principles of Marketing 3rd Edition (FT/Prentice Hall, 2003) ISBN: 0273657917 Jobber D — Principles and Practice of Marketing 3rd Edition (McGraw Hill, 2001) ISBN: 0077096134 Kotler P et al — Principles of Marketing 3rd European Edition (FT/Prentice Hall, 2001) ISBN: 0273646621 Magazines, journals and newspapers Campaign Harvard Business Review Journal of Marketing Management Marketing Review Marketing Marketing Business Marketing Week The Financial Times and other daily newspapers which contain a business section and market reports Videos The Marketing Mix at Cadbury’s (1998, TV Choice) Marketing Decisions (1998, TV Choice) What is Marketing? (2001, TV Choice) Websites www.bized.ac.uk www.cim.co.uk Provides case studies appropriate for educational purposes The Chartered Institute of Marketing’s site contains a useful knowledge centre www.ft.com The Financial Times business sections www.marketing.haynet.com Marketing magazine www.thetimes100.co.uk multimedia resources
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Unit 4: Marketing Principles Regent College
BTEC Higher National Diploma in Business
Plagiarism and Collusion
When producing the assignments, Learners must not copy any material whole or part from fellow students intentionally or unintentionally. Any materials including phrases, paragraphs, diagrams, tables, charts or graphics copied from books, journals, web sites or any other sources must be properly referenced according to the Harvard referencing system. Even if the words are changed or altered learners must clearly reference the source. Learners are required to produce a ‘Turn-it-in’ originality report for any coursework, essays submitted for assessment. Any assignments submitted without a ‘Turn-it-in’ report will be refused and returned without marking. Collusion: Unless stated otherwise, you must not produce assignments in collaboration with fellow students where the assessment is based on the individual work. Such material will be refused by the assessor and you will receive no mark. You must not share your individual assignments with fellow students and in an event both lender and the receiver will be disqualified for the assessment. Plagiarism and Collusion is seriously dealt with in accordance with the regulations at Regent College and any learner who fails to produce an original piece of work may be disqualified of taking the assessment and may have to repeat the unit. Please visit the link http://www.regentcollegelondon.com/Policies.asp to read our Academic Misconduct Policy for further information on above. You can also access this policy by accessing VLE.
Extension and Late Submission
Please visit the link http://www.regentcollegelondon.com/Policies.asp to read our Assessment Policy in order to acquire information concerning the above matter. You can also access this policy by accessing VLE.
Attendance and Punctuality
Attending all your sessions is vital for your studies. We expect students to attend 100% of your classes. Please visit the link http://www.regentcollegelondon.com/Policies.asp to read our Attendance Policy for further information on above. You can also access this policy by logging on to VLE.
General Guidance
This unit is assessed on 100% coursework including your active participation in lessons. You must submit both assignments to receive an overall mark.
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Unit 4: Marketing Principles Regent College
BTEC Higher National Diploma in Business
You should plan well in advance on how to tackle this assignment. You should seek knowledge outside the classroom lectures and activities to gain maximum learning outcome. You should access recommended supporting materials as suggested and use the knowledge in your assignments.
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Unit 4: Marketing Principles Regent College
BTEC Higher National Diploma in Business
Information/feedback on assessment and grading criteria
Assessment criteria (Pass-P) LO 1.1 explain the various elements of the marketing
Achieved
Evidence Feedback
Yes/No
process (P1) LO 1.2 evaluate the benefits and costs of a marketing orientation for a selected organisation (P2) LO 2.1 show macro and micro environmental factors which Yes/No Yes/No
influence marketing decisions (P3) LO 2.2 propose segmentation Yes/No criteria to be used for products in different markets (P4) LO 2.3 choose a targeting Yes/No strategy for a selected
product/service (P5) LO 2.4 demonstrate how buyer Yes/No behaviour affects marketing
activities in different buying situations (P6) LO 2.5 propose new positioning Yes/No
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Unit 4: Marketing Principles Regent College
BTEC Higher National Diploma in Business
for a selected product/service (P7) LO 3.1 explain how products Yes/No are developed to sustain
competitive advantage (P8) LO 3.2 explain how distribution Yes/No is arranged to provide customer convenience (P9) LO 3.3 explain how prices are Yes/No set to reflect an organisation’s objectives and market
conditions (P10) LO 3.4 illustrate activity how Yes/No is
promotional
integrated to achieve marketing objectives (P11) LO 3.5 analyse the additional Yes/No elements of the extended
marketing mix (P12) LO 4.1 plan marketing mixes Yes/No for two different segments in consumer markets (P13) LO 4.2 illustrate differences in Yes/No marketing products and services to businesses rather than consumers (P14) LO 4.3 show how and why Yes/No international marketing differs from domestic marketing (P15)
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Unit 4: Marketing Principles Regent College
BTEC Higher National Diploma in Business
Grading criteria (Merit-M; Destination-D) Identify and apply strategies to find appropriate solutions Yes/No Achiev ed Evidence Feedback
through effective judgement (M1) Select/design appropriate methods/techniques. You are judged on the application of relevant theories and and apply Yes/No
techniques and the justification for their application (M2) Present and communicate findings. the use This the and Yes/No
appropriate includes appropriate approach logical
structure with
coherent, of the
development for
principles/concepts
intended audience (M3) Use critical reflection to Yes/No
evaluate own work and justify valid conclusions including
realistic improvements which have been proposed against defined characteristics for
success. (D1) Demonstrate lateral/creative showing convergent thinking / by on
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Unit 4: Marketing Principles Regent College
Yes/No
evidence
receptiveness to new ideas and
BTEC Higher National Diploma in Business
effective thinking in unfamiliar contexts. (D2) Take managing activities responsibility and for Yes/No
organising including
accommodating the unforeseen and recognising the of
importance interdependence. (D3)
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