1.1 Explain the role of marketing in business.
Marketing
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Unit Reference Number |
D/618/8197 |
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Unit Title |
Marketing |
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Unit Level |
3 |
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Number of Credits |
20 |
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Total Qualification Time (TQT) |
200 Hours |
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Guided Learning Hours (GLH) |
100 Hours |
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Mandatory / Optional |
Mandatory |
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Sector Subject Area (SSA) |
15.3 Business Management |
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Unit Grading Type |
Pass/Fail |
Unit Aims
The aim of this unit is to provide learners with the marketing knowledge and techniques required to effectively engage in marketing activities. This will be supported by an awareness of key marketing and campaign principles which will provide the foundation for producing and presenting market research results and a marketing campaign.
Learning Outcomes and Assessment Criteria
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Learning Outcomes â The learner will: |
Assessment Criteria â The learner can: |
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1. Know about marketing principles. |
1.1 Explain the role of marketing in business. 1.2 Explain the constraints placed on marketing activities. 1.3 Explain why conducting marketing research is beneficial to a business. 1.4 State ways in which the impact of marketing can be measured. |
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2. Know about marketing campaigns. |
2.1 Explain the elements of the marketing mix. 2.2 Explain the purpose of marketing campaigns. 2.3 Explain how businesses use digital marketing to support a marketing campaign. |
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3. Be able to conduct market research. |
3.1 Explain different methods of primary market research. 3.2 State the factors which influence the choice of primary market research method. 3.3 Conduct primary and secondary research to identify business opportunities. 3.4 Assess market research findings to inform a marketing plan. |
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4. Be able to plan a marketing campaign. |
4.1 Plan a marketing campaign for a product/service/event. 4.2 Present the marketing campaign to a relevant audience. 4.3 Reflect on feedback to make informed improvements to a marketing campaign. |
Assignment Brief
Task 1 of 4 - Assessment Criteria 1.1, 1.2, 1.3 and 1.4 are assessed in this task.
Instructions
a) Produce a two column table which;
- lists at least three roles of marketing and
- in no more than 150 words, explains how each of these roles supports the objectives of a business you are familiar with.
b) Produce a two column table which;
- lists at least three constraints which the same business has to overcome when engaged in marketing activities
and
- in no more than 150 words, explains how each of these constraints affects the businessâ marketing campaigns
c) Produce a two column table which;
- lists at least three ways in which marketing research is beneficial to the same business
and
- in no more than 150 words, explains how each of these ways is beneficial to the businessâ marketing campaigns
d) Produce a list of at least four ways in which the impact of marketing can be measured by the same business.
Task 2 of 4 - Assessment Criteria 2.1, 2.2, and 2.3 are assessed in this task.
Instructions
a) Produce a two column table which;
- lists the 4 Ps of the marketing mix. and
- in no more than 100 words, explains what each of the 4 Ps mean.
b) Produce a two column table which;
- lists at least three reasons why the same business from task 1 would run marketing campaigns
and
- in no more than 150 words, explains how each of these reasons supports the businessâ marketing campaigns.
c) Produce a two column table which;
- lists at least three ways in which the same business is using digital marketing to support its marketing campaigns
and
- in no more than 150 words, explains how each of these ways supports the businessâ marketing campaigns.
Task 3 of 4 - Assessment Criteria 3.1, 3.2, 3.3, 3.4, 4.1, and 4.2 are assessed in this task.
Instructions
You have been tasked with planning a marketing campaign for the launch of a new product or the launch of a new service or the running of an event for a business you are familiar with.
Before you begin putting the plan together you must consider the factors which influence the primary market research methods you could use before deciding on the method of primary market research you will actually use.
Once you have determined which two methods of primary market research you will use you will then conduct secondary and then primary research to identify business opportunities.
Based on the findings from the market research you will then produce a marketing plan which will be presented to a relevant audience.
To achieve this you must;
a) produce a report of no more than 1500 words which;
- states at least three factors which influenced your choice of market research method
- explains why you have chosen the two primary market research methods you will use
- assess the findings from the market research to inform your marketing plan and
- contains a detailed marketing plan for the launch of a new product or service,
or the running of a business event.
b) produce a 10 minute presentation with supporting notes which is suitable for the intended audience.
Task 4 of 4 - Assessment Criteria 4.3 is assessed in this task. Instructions
Produce a 300 word reflection based on the feedback received for the report and presentation in which you explain;
- the three aspects of your work, in tasks 1 to 3, which were the most positive and rewarding
- the three aspects of your work, in tasks 1 to 3, which were identified as areas for improvement
- the three actions you will take to improve the way in which you will research for, and produce, a marketing plan.
Note: To achieve a âpassâ for this unit, learners must provide evidence to demonstrate that they have fulfilled all the learning outcomes and meet the standards specified by all assessment criteria.
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Learning Outcomes to be met |
Assessment criteria to be covered |
Type of assessment |
Word count (approx. length) |
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All 1 to 4 |
All AC under LO1 to LO4 |
Portfolio of evidence |
3000 words |
