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Unit 3.24 Marketing Principles and Techniques


You have just finished your course and have been working in a small family run business for 6 months.  It has a great product – but you can see that the family has no idea about developing their market share.  They do not appear to understand the concept of marketing and you decide to produce some information for them.

You intend to collate your information as a formal report and give it to key members of staff so that it will impact on the future of the company and lead to a permanent job for you.

(NB for the purposes of this assignment, you can choose the product that the organisation sells and the market in which it operates)

Unit 3.24      Marketing Principles and Techniques 

Task 1 –What is marketing?

LO1: You must start with the basics.  In the first part of your report you should:

AC. 1.1 Tell them about marketing. Describe the diverse activities carried out in marketing departments in other businesses.  Provide examples to help your colleagues understand the full range of activities they could undertake to promote the business

AC. 1.2 Explain market segmentation as a tool to identify customers. Give examples of the different market segments your business attracts

AC. 1.3 Explain the marketing mix and apply it to your products.


Task 2 –Market research

LO2: You feel that your company needs to find out more about its customers and the market in which you operate. To help them your report includes a section in which you:

AC. 2.1 Explain the aims of research and market analysis

AC. 2.2 Describe market research methods.  Give examples of methods that would be suitable for your own organisation.

AC. 2.3 Outline market analysis tools and techniques that could be used


Task 3 – E-marketing

LO4: To bring this organisation completely up-to-date, you really want them to use e - marketing

So you add a further section to the report in which you:

AC. 4.1 Describe the methods used to e-market products and services

AC. 4.2 Explain how companies manage their online image.  (You may wish to provide recent examples where this has been both well and poorly managed and the impact this has had on the organisation involved.)


Task 4 – Applying your learning

LO3: You are inspired by your learning and progress to date.  You decide to do some additional work to get the process started by applying some of your market analysis techniques to your organisation. You decide to:

AC. 3.1 Use market analysis techniques to research the target market for your own product or service

AC. 3.2 Interpret the findings of your market research and market analysis

AC. 3.3 Present your findings to the marketing team.

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