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1.1 Explain the role of marketing in business.

Marketing

Unit Reference Number

D/618/8197

Unit Title

 Marketing

Unit Level

3

Number of Credits

20

Total Qualification Time (TQT)

200 Hours

Guided Learning Hours (GLH)

100 Hours

Mandatory / Optional

Mandatory

Sector Subject Area (SSA)

15.3 Business Management

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

Learning Outcomes – The learner will:

Assessment Criteria – The learner can:

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.

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.

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.

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 business’ 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 business’ 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 business’ 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 business’ 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 ‘pass’ 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.

Learning Outcomes to be met

Assessment criteria to be covered

Type of assessment

Word count (approx. length)

All 1 to 4

All AC under LO1 to LO4

Portfolio of evidence

3000 words

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Sample Answer - Riverside Mini‑Market, Leeds (study sample only; do not submit)

Independent corner shop with a small delivery radius around LS9. This worked example is for learning. Replace names, prices and numbers with your own and rewrite in your style before you submit any coursework.

Task 1 — AC 1.1 to 1.4

(a) Roles of marketing

Role of marketing How this supports our objectives
Customer insight & segmentation We serve three main groups: families within 1 km, students in shared flats, and shift workers. We add a short QR survey on receipts and ask three questions: postcode sector, shop frequency, and items people want stocked. We also read Google reviews for themes. This helps us shape range (bigger milk and bread volumes for families, late‑night snacks for shift staff) and choose the best hours. We expect more repeat visits and a steadier mid‑week trade. We will check repeat rate by cohort, early‑morning and late‑evening baskets, and the share of added lines in weekly sales.
Demand generation Our aim is to lift Friday–Sunday sales and bring in new households. We run two bursts a month tied to “Friday fish supper” and “Sunday top‑ups”. We use leaflets on nearby streets, a Google Business Profile post with a voucher code, and one Instagram reel. The call to action is a simple price and a QR to order by phone. Success is measured by voucher redemptions, GBP call clicks, and first‑time buyers recorded at the till.
Retention & loyalty Keeping buyers matters more than big one‑off ads. We print a simple stamp card (buy 6 bread or milk, get the 7th free). We also send a short monthly email to consented customers with a single offer and opening‑hour changes. This should raise repeat purchases and average basket value. We will track stamp redemptions, 28‑day repeat rate, and unsubscribes (we stop if opt‑outs rise).

(b) Constraints on marketing

Constraint How it affects campaigns
UK advertising rules (CAP Code/ASA) & CMA pricing guidance We must avoid unclear price claims and comparisons. All offers show the unit price and dates. Any claim like “cheapest” must be backed by evidence; we avoid it and use plain facts instead. This limits dramatic copy but keeps us compliant. Sign‑off: owner checks against CAP Code basics before printing or posting.
GDPR & PECR (consent for email/SMS/WhatsApp) We only contact people who have freely opted in at the till or via QR. Every message gives an easy way to stop. Lists are stored on a password‑protected sheet, deleted after 12 months of no use. This keeps lists smaller, so campaigns lean more on GBP posts and in‑store media.
Budget limits Paid ads are capped at £250 per month. We place most spend on exact‑match local search and a small Meta boost. Other activity is low cost: posters, leaflets to two nearby streets, and Google Business Profile updates. We test one offer at a time to make the money work.

(c) Why marketing research helps

Research benefit Why it helps our campaigns
Price sensitivity & bundle design A five‑question survey asks acceptable prices for 1 kg cod fish bites (frozen), large eggs, 2 L milk. We compare answers with till data. If price tolerance is tight, we push bundles (fish + chips + peas) rather than a deep cut on a single item. This should stabilise margin and reduce basket drop‑off.
Message fit We test two lines in a quick poll on Instagram and in‑store: “From freezer to plate in 12 minutes” vs “Crispy fish bites for Friday tea”. The winner goes on posters and GBP posts. Better message fit should raise clicks and redemptions.
Channel choice We track which source brings first orders: GBP call clicks, QR on leaflets, or Instagram swipe‑ups. Knowing the best channel lets us drop waste and put more effort where people actually respond.

(d) Four ways to measure impact

  1. Google Business Profile: calls, website clicks, and directions.

  2. Voucher or QR redemptions per campaign.

  3. Orders per day and average basket value.

  4. 28‑day repeat purchase rate.

Task 2 — AC 2.1 to 2.3

(a) The 4 Ps of the marketing mix

The 4 Ps What it means in our case
Product New line: Square cod fish bites (frozen), 1 kg; even cook in air fryers; plain breadcrumb; clear label with cooking times and storage. We stock peas, oven chips, tartare sauce close by to build the meal.
Price Launch price £11.99 per 1 kg; bundle 2 for £22; “Friday Tea” bag (fish, chips, peas) at £14.50. No “cheapest” claims. Unit prices shown on shelf edge.
Place Small store near the river in LS9; opening 7am–10pm; phone & walk‑in orders; local delivery by bike within LS1–LS10 for £2 on baskets over £15. Freezers face the entrance with clear shelf cards.
Promotion Two bursts per month: (1) GBP post + leaflet to two streets; (2) Instagram reel showing air fryer method + in‑store tasting on Saturday 12–2 pm. Simple CTA: “Pop in or ring us — code FISH11”.

(b) Why we run campaigns - two‑column table

Reason to run a campaign How this supports our campaigns
Launch the frozen range We need first‑time trials and reviews. The launch runs two weeks. We show the square shape and air fryer method. We collect feedback with a QR on the receipt. Target: 100 redemptions, 25 repeat buys in 30 days.
Win back lapsed customers We send a one‑off email to people who have not bought for 3 months (only those with consent). Offer: “Friday Tea bag £14.50”. Target: 15% of lapsed buyers return this month.
Grow student trade Posters in two nearby halls and a reel with “12‑minute tea”. Offer valid after 6 pm. Aim: +20 evening baskets per week in term time.

(c) How digital marketing supports the campaign - two‑column table

Digital method How it supports our campaigns
Google Ads (local search) Exact‑match ads on “fish and chips at home”, “frozen fish bites Leeds”, “corner shop near me”. Sitelinks for delivery info and the Friday bag. We track calls and map clicks.
Google Business Profile posts Weekly post with one photo, the price, and the c

Yes—stick with one business from Task 1 through to Task 4. It keeps your research, examples and campaign plan consistent and makes it easier to meet the assessment criteria

Primary research is info you gather yourself (e.g., a short customer survey, quick interviews, a small poll). Secondary research is already published (competitor websites, industry reports, government stats).

Use clear headings that match the criteria: factors affecting method choice, why you chose the two methods, findings, and the full marketing plan (objectives, target audience, 4Ps, channels, timeline, budget, risks, and how you’ll measure success). For the presentation, aim for 8–10 clean slides.

No, you’re planning and presenting, not running it. To show impact, list realistic measures you’d track if it went live: enquiries/leads, sign-ups, sales, website visits, click-through rate, conversion rate, cost per lead, and social engagement.

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