Higher National Diploma in Business
Marketing Principles
Unit Aim
The unit aim is to provide learners with an understanding and skills relating to the fundamental concepts and principles that underpin the marketing process.
Unit introduction
This is a broad unit which gives learners the opportunity to apply the key principles of marketing.
Firstly, the unit looks at the definitions of marketing and what is meant by marketing orientation and the marketing process.
Next, learners consider the use of environmental analysis and carry out their own analysis at both macro and micro levels. They will also investigate the importance of market segmentation and how this leads to the identification and full specification of target groups. Learners then consider buyer behaviour and positioning.
The unit looks at the main elements of both the original and the extended marketing mix. This includes an introduction to the concept of the product life cycle, new product development, pricing strategies, distribution options and the promotion mix.
Finally, learners will develop their own marketing mixes to meet the needs of different target groups. This includes considering the differences when marketing services as opposed to goods. A range of other contexts are examined including marketing to businesses instead of consumers and the development of international markets.
Learning outcomes and assessment criteria
In order to pass this unit, the assignment that you present for assessment needs to demonstrate that you can meet all the learning outcomes listed below.
Learning Outcomes ( LO) Assessment Criteria ( AC)
L.O 1
Understanding the concept and process of marketing
1.1 Explain the various elements of the marketing process
1.2 Evaluate the benefits and costs of a marketing orientation for a selected organisation
L.O 2
Be able to use the concepts of segmentation, targeting and positioning.
2.1 Show macro and micro environmental factors which influence marketing decisions
2.2 Propose segmentation criteria to be used for products in different markets
2.3 Choose a targeting strategy for a selected product/service
2.4 Demonstrate how buyer behaviour affects marketing activities in different buying situations
2.5 Propose a positioning strategy for a selected product/service
L.O 3
Understand the individual elements of the extended marketing mix
3.1 Explain how products are developed to sustain competitive advantage.
3.2 Explain how distribution is arranged to provide customer convenience
3.3 Explain how prices are set to reflect an organisation’s objective and market conditions
3.4 Illustrate how promotional activities are integrated to achieve marketing objectives
3.5 Analyse the additional elements of the extended marketing mix
L.O 4
Be able to use the marketing mix in different contexts
4.1 Plan marketing mixes for two different segments in consumer markets
4.2 Illustrate differences in marketing products and services to businesses rather than consumers
4.3 Show how and why international marketing differs from domestic marketing.
Before you get started please read the following information very carefully.
Assignment Format/Style
Produce an informal report/paper that addresses all the tasks in the assignment brief. You are encouraged to use diagrams or tables to illustrate and reinforce your findings. Any references to academic theory should be correctly cited and referenced in a bibliography at the end of the report. (please do not copy and paste information)
? Fully completed assignment cover page
? Title page
? Table of contents
? Introduction
? Main body of the report clearly identifying the separate outcomes and assessment criteria
? Conclusion and recommendations (if relevant)
? References and bibliography
? Appendices only if relevant and necessary
Assignment Content
The assignment brief includes headings relevant to the unit outcomes, read and follow the tasks listed under each heading and this will make certain that you cover all the outcomes and assessment criteria to achieve the unit.
Assessment and Grading
Read the assessment grading criteria before attempting the assignment tasks, as it contains important information about how you should approach your assignment and how grading is applied in order for you to achieve a pass, merit or distinction.
Assignment Submission
All assignments must be submitted by the agreed date, via MOODLE. Assignments submitted late, but with permission, will be marked as a pass only. Assignments submitted late, without permission, will not be marked until the end of the year, or the next time the unit is scheduled.
Please ensure that your assignment is attached to the assignment submission receipt and that you read and sign the statement confirming authenticity. Check that all relevant fields are completed fully before submission.
Assignment Feedback
Once the assessor has marked your assignment, you will receive written feedback, either confirming that you have met the required standard and grade awarded, or that you have not yet met the standard and what you need to do to make the necessary improvements. Please note that achieved and confirmation of grades is provisional until signed off by the Internal Verifier.
Student Guide to Writing an Assignment
This is an assignment guide to help support you while completing your BTEC Assignments.
It includes:
• Assignment writing guidance
• Referencing guidance
Recommended Reading
A reading list will be given to you at the first session unit session.
You should also read a good quality newspaper and/or use relevant internet sites regularly and identify key influences and recent and relevant research with regard to your subject area. You should read topical case studies and read about national campaigns and government initiatives in your area of interest.
Assessment and Grading Criteria (a session on the grading criteria and how to grade up from a pass will be delivered in week 1)
The grading of Edexcel BTEC Higher National Qualifications is at the unit and the qualification level. Each successfully completed unit will be graded as a pass, merit or distinction.
Learners will be awarded a merit or distinction grade by the aggregation of points gained through the successful achievement of individual units. The points will be calculated based on the unit credit size, the points available for each credit is: pass = 0 merit =1 distinction= 2. To achieve a merit grade overall you will need to accumulate a minimum of 75 points and for a distinction a minimum of 150 points.
To achieve a Pass • A pass grade is achievable by meeting all the requirements defined in the assessment criteria for pass for each unit.
To achieve a Merit a learner must: • The learners evidence shows, for example:
Identify and apply strategies to find appropriate solutions • Effective judgments have been made
• Complex problems with more than one variable have been explored
• An effective approach to study and research has been applied
Select/design and apply appropriate methods and techniques • Relevant theories and techniques have been applied
• A range of methods and techniques have been applied
• A range of sources of information has been used
• The selection of methods and techniques/sources has been justified
• The design of methods/techniques has been justified
• Complex information/data has been synthesized and processed.
• Appropriate learning methods/techniques have been applied.
Present and communicate appropriate findings • The appropriate structure and approach has been used
• Coherent, logical development of principles/concepts for the intended audience
• A range of methods of presentation have been used and technical language has been accurately used.
• Communication has taken place in familiar and unfamiliar contexts
• The communication is appropriate for familiar and unfamiliar audiences and appropriate media have been used.
To achieve a distinction a leaner must: • The learners evidence shows, for example:
Use critical reflection to evaluate own work and justify valid conclusions • Conclusions have been arrived at through synthesis of ideas and have been justified.
• The validity of results has been evaluated using defined criteria.
• Self-criticism of approach has taken place
• Realistic improvements have been proposed against defined characteristics for success.
Take responsibility for managing and organising activities.
• Autonomy/independence has been demonstrated
• Substantial activities, projects or investigations have been planned, managed and organized.
• Activities have been managed
• The unforeseen has been accommodated
• The importance of interdependence has been recognised and achieved.
Demonstrate convergent/lateral/creative thinking • Ideas have been generated and decisions taken
• Self-evaluation has taken place
• Convergent and lateral thinking have been applied
• Receptiveness to new ideas is evident
• Effective thinking has taken place in unfamiliar contexts
Overview
You are to carry out considerable research on an organisation of your choice or preferably the organisation where you work.
You will need to demonstrate that you have carried out considerable research to gain the required level of knowledge and understanding relating to the fundamental concepts and principles that underpin the marketing process.
Please use the headings shown below when writing up your report Assessment Criteria coverage
Assignment Title
The Concepts and principles that underpin the marketing process Title is provided
Context
Briefly describe the organisation you have chosen. Context of assignment is provided
Understanding the concept and process of marketing (Learning Outcome 1)
Task 1
Explain the various elements of the marketing process that your chosen organisation has adopted.
Task 2
Explore the “marketing orientation” concept adopted by your chosen organisation and identify and evaluate the benefits and costs incurred to an organisation, by embracing the marketing orientation concept.
AC 1.1
AC 1.2
Be able to use the concepts of segmentation, targeting and positioning (Learning Outcome 2)
Task 3
“To provide insight into and inspiration for making marketing decisions, companies must possess comprehensive and current information on both macro trends as well as more micro effects particular to their business” (Kotler, 2004)
Carrying out an environmental scanning and evaluate how the various factors influence marketing decisions. Demonstrate by using practical examples.
Task 4
Scenario: You are required to select one product OR you can propose a new product (goods, service or ideas) for your chosen organisation.
I. Propose segmentation criteria for different markets to be used for your chosen/new product.
II. Choose a targeting strategy for your segmented market and explain the reasons for your choice.
III. Explain how buyer behaviour affects marketing activities in different buying situations of your chosen target market.
Task 5
Develop a positioning strategy for your selected product (identified in Task 4).
AC 2.1
AC 2.2
AC 2.3
AC 2.4
AC 2.5
Understand the individual elements of the extended marketing mix
(Learning Outcome 3)
There are many important factors that an organisation must consider before developing and marketing a new product. The elements of these factors must beexplored and understood before the marketing plan can be developed.
Task 6
I. Explain what factors need to be considered when developing a new product to sustain competitive advantage.
II. Explain howdistribution can be arranged that provides customer convenience
III. Identify the main criteria which management must consider before setting a price, consider organisation’s objectives and market conditions in your answer.
IV. Propose different promotional activities, and explain how these activities can be integrated to achieve marketing objectives.
Task 7
Outline the three elements of theextended marketing mix, and analyse how these elements are used in the context of marketing for your chosen/new product.
AC 3,1
AC 3.2
AC 3.3
AC 3.4
AC 3.5
Be able to use the marketing mix in different contexts (Learning Outcome 4) assessed by a presentation
Instruction for presentation:
1. Group of 3 students (each student will present one task/section)
2. Presentation should be made for Learning Outcome 4 only. (Learning outcome 1, 2 and 3 will be assessed by assignment report)
3. The presentation will be divided into 3 sections
Section 1 – students are required to plan marketing mixes for a product of your choice for two different segments in consumer markets
Section 2 – Present the differences in marketing your chosen product to companies, large organisations or government, rather than directly to the individual consumers.
Section 3 – Present the differences between international and domestic marketing and explain why.
AC4.1, AC4.2, AC4.3
Assessment/Grading Criteria
Learning Outcomes To achieve a pass grade the evidence must show that the learner is able to: To achieve a merit grade the evidence must show that, in addition to the pass criteria, the learner is able to: To achieve a distinction grade the evidence must show that, in addition to the pass and merit criteria, the learner is able to:
LO1
Understanding the concept and process of marketing 1.1 explain the various elements of the marketing process 0
Describe in detail the elements of the marketing processM2 0
Analyse the elements of the marketing processD1 0 1.2 Evaluate the benefits and costs associated to a marketing orientated firm 0
Critically evaluate the benefits and costs associated to a marketing orientated firm.M1 0
Critically analyses and makes recommendations based on own views. D3 0
LO2
Be able to use the concepts of segmentation, targeting and positioning. 2.1 Show the macro/micro environmental factors which influences marketing decisions 0
Demonstrate a good understanding of the macro/micro environmental factors and their impact on business M3 0
Critically analyse an understanding of the macro/micro environmental factors and apply them to real life situations D1 0 2.2 Propose segmentation criteria to be used for products in different markets 0
Demonstrate a thorough understanding of segmentation criteria to be used for different markets. M2 0
Assess and apply the segmentation criteria specifically appropriate to different marketsD1 /D3 0 2.3 Choose a targeting strategy for a selected product/service 0
Assess the choice of targeting strategy for a selected product/service M1 0
Evaluate and apply the choice of targeting strategy for a selected product/serviceD1 0 2.4 Demonstrate how buyer behaviour affects marketing activities in different buying situations 0
Discuss how buyer behaviour affects marketing activities in different situations M 0
Evaluate how buyer behaviour affects marketing activities in different situations and examine the marketers respond D1 0 2.5 Propose a positioning strategy for selected product/service 0
Demonstrate an understanding of positioning strategy for a product/services and justify decisions made M3 0
Evaluate the positioning strategy chosen for a product/services D1 0
LO3
Understand the individual elements of the extended marketing mix
3.1 explain how products are developed to sustain competitive advantage 0
Outline the appropriate phases and discusses the concept of competitive advantageM2 0
Critically analysis the new product development phase and competitive advantage. D1 0 3.2 Explain how distribution is arranged to provide customer convenience 0
Evaluate how distribution is arranged to provide for customer convenience and examine changes occurring in this areaM3 0
Analyse how distribution is arranged to provide for customer convenienceD2 0 3.3 Explain how prices are set to reflect an organisation objectives and marketing conditions 0
The explanation is based on a high level of understanding and accurately reflects the marketing conditions. M2 0
Contrast and compare the criteria used by management when deciding on a pricing strategyD2 0 3.4 Illustrate how promotional activities are integrated to achieve marketing objectives 0
Assess how companies can integrate their communication plan M2 0
Critically evaluate how companies integrate their promotional activities and clearly state their own view D1 0 3.5 Analyse the additional elements of the extended marketing mi 0
Discuss the additional elements of the extended marketing mix and their appropriateness to the service industry M2 0
Analyse the additional elements of the extended marketing mix and their relevance to the global service industry D2 0
LO4
Be able to use the marketing mix in different contexts 4.1 Plan marketing mixes for two different segments in consumer markets 0
Apply relevant theories to create a marketing mix plan appropriate for 2 segments M1 0
Apply convergent and lateral thinking to create a marketing mix plan appropriate for 2 segments D1 0 4.2 illustrate differences in marketing products and services to businesses rather than consumers 0
Discuss the differences between marketing products/services to organisations rather than consumersM2 0
Critically analyse the differences between marketing products/services to organisations rather than consumersD1 0 4.3 Show how and why international marketing differs from domestic marketing 0
Outline the differences between marketing in domestic markets and international marketsM1 0
Clearly states own view and understands the differences between marketing in domestic markets and international markets. D3 0NB: Please ensure that all student feedback is recorded on the standard GCMS form and attached to the assignment brief before presenting for internal verification.
Assessment/Grading Criteria
Students’ confirmation of authenticity.
I confirm that this is my own work. Sign and Date for Interim and Final Assessment
Student Signature: Date:
Assessor Signature: Date:
Student Signature: Date:
Assessor Signature: Date:
Final Unit Grade Achieved: Pass/Merit/Distinction:
Verification of Assessment Outcomes
Have the learning outcomes been met?
Yes 0No 0 Is the evidence?
Sufficient 0Reliable 0Valid 0Authentic 0 Is feedback given to the student?
Yes 0No 0 Are the grading decisions reliable?
Yes 0No 0 Comments
Internal Verifier Signature:
( if sampled) Date:
Standards Verifier Signature:
(if sampled) Date:
NB: Please ensure that all student feedback is recorded on the standard GCMS form and attached to the assignment brief before presenting for internal verification.
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