Unit 3: Introduction to Marketing

Assignment brief QCF BTEC LEVEL 3

Assignment Code: AB257B45

Qualification

Unit number and title

BTEC Level 3 Diploma in Business

Introduction to Marketing (Unit 3)

Student name

Assessor name
Mr. Shafqat Abbas

Date issued

Interim Deadline

21st Feb 2016

Final Deadline

Submitted on

05th July 2016

Assignment title Introduction to Marketing

Assignment Guidance Notes:

Learners are required to submit their work using the Assessment cover sheet.

You are required to submit your assignment electronically via our online
portal.

If you need an extension (even for one day) for a valid reason, you must
request in one week advance to the respective academic which can be
accompanied by the evidence.

Student Declaration

I certify that the work submitted for this assignment is my own and research sources
are fully acknowledged.
Student signature:
Date:

Assignment Format/Style:
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Unit 3: Introduction to Marketing

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
The 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
4 General guidelines for submission of assignment:
All work must be word-processed and must be of good standard.
Document margins shall not be more than 2.5cm or less than 1.5cm
Font size in the range of 11 to 14 points distributed to including headings
Line spacing of 1.5 is to be applied to the main text.
Any computer files generated such as program code (software), graphic and
body text. Preferred typeface to be of a common standard such as Arial or
Times New Roman for the main text. Files that form part of the course work
must be submitted either online or with the documentation
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
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Unit 3: Introduction to Marketing

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. Good Luck!

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Unit 3: Introduction to Marketing

Unit content
1 Know the role of marketing in organisations
Role: overall concept; marketing definitions Objectives: 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, Ansoffs 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 planning
Marketing 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
decisions Market segmentation: importance; bases for segmentation of consumer
markets (geographic, demographic, psychographic, lifestyle); uses of geodemographic 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
organisations 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

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Unit 3: Introduction to Marketing

relationships, security of supply 3 Edexcel BTEC Level 3 Nationals specification in

Business Issue 2 June 2010 Edexcel Limited 2010
4 Be able to develop a coherent marketing mix
Marketing mix: 4 Ps 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
mix Product: product range; benefits versus features of product or service for
targeted customers; concept of product life cycle Price: pricing strategies (premium
pricing, penetration pricing, economy pricing, price skimming, psychological pricing,
captive product pricing, product line pricing) Place: distribution; online and/or
physical presence Promotion: promotional mix (advertising (different media, online
techniques), personal selling, public relations, sales promotion

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Unit 3: Introduction to Marketing

Describe how marketing techniques are used to market products in two organisations.

P1

Task One
You task is to produce a presentation for your senior management team (SMT) to
introduce your new clients.
Your presentation must include the following:
Part A
a) Two different definitions of marketing (dont forget to name your source!)
b) Identify the broad aims and objectives of organisations of the private, public
and voluntary sectors
c) Identify the aims specifically for each of your selected businesses
Part B
d) For each business, you will need to research the marketing techniques it has
used in order to market one product.
[Assessment Evidence: presentation]
M2

Compare marketing techniques used in marketing products in two organisations

To compliment the presentation you developed for criterion P1, you now need to
produce a report where you will demonstrate higher-level skills through comparing or
finding the similarities and differences between the marketing techniques used by
the two organisations.
D1

Evaluate the effectiveness of the use of techniques in marketing products in one

organisation.

This task is an extension to the report you have produced for criterion M1. You now
need to select one of your two businesses and fully explain how effective you think it
has been with the techniques used in marketing its products? You should fully justify
your answer and make suitable recommendations for improvement.
HINT: you should back up your points with suitable, real life examples relating to that
particular business. Evaluation requires more than stating an opinion and should
demonstrate higher-level skills such as researching and interpreting data and using
logical judgements about the validity and reliability of the data used to evaluate the
effectiveness of the marketing techniques.
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Unit 3: Introduction to Marketing

[Assessment Evidence: report]

Describe the limitations and constraints of marketing

P2

Your task is to create a factsheet that describes the limitations and constraints under
which marketers operate; this should include legal requirements and the use of
voluntary codes and constraints.
Task 2:
Select one of the businesses you researched for criterion P1, describe 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 CBI
Acceptable language.

[Assessment Evidence: factsheet]

P3

Describe how a selected organisation uses marketing research to contribute to the

development of its marketing plans

Your first task is to conduct your own research into the marketing research methods
and how these allow your selected organisation to develop its marketing plans. Your
task is to produce a memo to send to senior leadership team that describes the
marketing research that currently exists and how this contributes to the development
of marketing plans.
Your memo should include information on the following:

Quantitative and qualitative market research

Primary and secondary market research
Uses and limitations of market research.

[Assessment Evidence: memo]

M2

Explain the limitations of marketing research used to contribute to the development of a

selected organisations marketing plans.

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Unit 3: Introduction to Marketing

Next, you will then act as a member of the senior leadership team. For this task, you
are to prepare for and take part in a debate.
a) In the first instance, you will need to plan both arguments for and against
using marketing research for marketing planning. Your notes will be assessed
and will aid you through the debate process.
b) You will then take part in a debate where you will be given a role. You will
either be for the use of market research or against it. You should identify and
explain the limitations of the marketing research methods used in the selected
organisation investigated. The debate will be recorded and assessed by your
tutor.
[Assessment Evidence: planning notes in preparation for the debate and observation
record]
Make justified recommendations for improving the validity of the marketing research used
to contribute to the development of a selected organisations marketing plans

D2

Using your planning notes from criterion M2, write a formal letter to SMT where you
will:

summarise your findings from taking part in the debate

Make justified recommendations for improving the validity of the marketing
research used at your chosen organisation. Three sound recommendations
with justifications would be sufficient to achieve the criterion.

[Assessment Evidence: formal letter]

P4

Use marketing research for marketing planning

Using the same organisation you chose for P3, conduct independent research to
allow you to produce a screen cast to show to SMT that will explain to them how the
Business uses marketing research for its marketing planning. You will need to
include in your screen cast:

Marketing Planning Process Model

SWOT analysis
PESTLE audit
SMART objectives.

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Unit 3: Introduction to Marketing

[Assessment Evidence: screen cast/video

record/resources used in its production]
P5

presentation

with

observation

Explain how and why groups of customers are targeted for selected products

Your first task is to choose six different customer groups that are targeted by the
organisation for selected products. These should include both B2B and B2C
customers.
For each group explain:
a) How the groups of customers are targeted for selected products
b) Why the groups of customers are targeted for selected products.

[Assessment Evidence: display board resources with supporting photographic

evidence]
P6

Develop a coherent marketing mix for a new product or service

For the same organisation that you chose for criterion P5, you will need to develop a
coherent marketing mix for a new product or service. It is your choice as to how you
present this task. The product or service does not have to be entirely new; it could be
an established product or service introduced to a new market. The marketing mix
should include at least the 4 Ps.
You will need to follow a number of steps to complete the task.

1. Choose a new product or service that you think the company could develop.
2. Draw a diagram/picture with supporting information of what the new
product/service will look like.
3. for each of the 4Ps, make sure you include the following (in paragraph form)

Why have you chosen this product/service?

Who is the target market for your product/service?
What price will you charge for your product/service?
How will you promote your product/service?
Where will you sell your product/service?

[Assessment Evidence: written evidence]

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Unit 3: Introduction to Marketing

M3

Develop a coherent marketing mix that is targeted at a defined group of potential

customers

As an extension of criterion P6, state how your product/service has been designed to
appeal to the specific target group of potential customers. In this case, of all of the
elements of the marketing mix used, which is the most important one? Fully justify
your answer.

[Assessment Evidence: written evidence]

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Unit 3: Introduction to Marketing

To achieve a pass
grade the evidence
must show that you
are able to:

SIGN

P1 Describe how
marketing techniques
are used to market
products in two different
organisations

To achieve a merit
grade the evidence
must show that you
are able to:

SIGN

To achieve a
distinction grade the
evidence must show
that you are able to:

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

M2 Explain the
limitations of
marketing research
used to contribute to
the development of a
selected
organisations
marketing plans

D2 Make justified
recommendations for
improving the validity of
the marketing research
used to contribute to
the development of a
selected organisations
marketing plans.

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

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

Assessment and Grading Criteria

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Unit 3: Introduction to Marketing

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

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Unit 3: Introduction to Marketing

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

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