Edexcel BTEC Level 5 Higher National Diploma in Business Management

Unit: Credit Value: QCF Level 4 Assignment ref: 4/Term2/2012 4 Marketing Principles 15 credits Unit Code: F/601/0556 Learning Outcomes: 1 Understand the concept and process of marketing 2 Be able to use the concepts of segmentation, targeting and positioning 3 Understand the individual elements of the extended marketing mix 4 Be able to use the marketing mix in different contexts.

Learners Name: Edexcel Registration No. Group: Date issued: Submission due dates: Tutors Name: Date submitted: Date for re-submission: Date re-submitted: Dr Mabel Zvobgo 25th January 2012

Birmingham Management Training College

Centre number: 26504

The work for this assignment must be submitted in accordance with the instructions given at the end of the assignment. You are reminded that late work will not be accepted for assessment. Please read the following statements and tick if you understand and agree: Plagiarism occurs when a person uses another persons work or ideas and claims that they are their own. Plagiarism can take the form of direct, word-for-word copying or the theft of the substance or idea of the work It is plagiarism if I attempt to pass someone elses work off as my own, even if I have changed some of the original words or original structure or the originator of the work has given me permission It is plagiarism if I do not make a clear distinction between my own commentary and the views, quotations and commentary of others by clearing referencing them as such It is plagiarism if I use quotations, ideas or comments of another person, but fail to reference them correctly because I cant remember the original source of the information I understand that if I work with another on the assignment, I must clearly mark the sections of work which were prepared together, and that which is my own work I understand that to avoid plagiarism I must ensure that I correctly reference any paraphrases or quotations used within my work. .

Student Declaration
I declare that all the work submitted for this assignment is my own work or, in the case of group work, the work of myself and the other members of the group in which I worked, and that no part of it has been copied from any source. I understand that if any part of the work submitted for this assignment is found to be plagiarised none of the work submitted will be allowed to count towards the assessment of the assignment.

Student Signature
Students Name

Date work handed in

Aims: 2

This unit aims to provide learners with understanding and skills to the fundamental concepts and principles that underpin the marketing process.

Unit Abstract: This unit gives learners the opportunity to apply the key principles of marketing.

The unit looks at definitions of marketing and what is meant by marketing orientation and marketing process. Learners consider the use of environmental analysis in marketing and carry out the micro and macro analysis. They also

investigate the importance of market segmentation, buyer behavior and positioning.

The unit also looks at the elements of both the original and 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. Learning outcomes for this assignment: 1. Understand the concept and process of marketing 2 Be able to use the concepts of segmentation, targeting and positioning
3 4

Understand the individual elements of the extended marketing mix Be able to use the marketing mix in different contexts

Instructions: 1. Task 1, 2 and 3 requires you to produce a business report addressed to the Marketing Director of your chosen organisation. 3

2. 3. 4.

The word count of the report is 2500-3000 words Word process the assignment and justify the margins Use 12 point on Times New Roman script and double spacing

Task 4 requires you to prepare and deliver a PowerPoint presentation of 12-15 slides(excluding references and appendices to be delivered over 15 minutes (including answers and questions)

5.

Scenario Assuming you are the Marketing Manager of an organisation with which you are familiar and at a meeting with the Marketing Director, you were informed that the Managing Director of the organisation has tasked the Marketing department to bring awareness to the employees on Marketing principles. The Marketing Director asked you to write a report addressing all issues at task 1, 2 and 3.

TASK 1 Learning Outcome 1: Understand the concept and process of marketing 1.1 Explain the various elements of the marketing process

You are required to consider the following in formulating you answer: Market audit, integrated marketing, environmental analysis, SWOT analysis, marketing objectives

1.2 Evaluate the benefits and costs of marketing oriented organisation that you are familiar with.

You are required to consider the following in formulating you answer: desired quality, service and customer care, relationship marketing, customer retention, customer profitability, costs of too narrow marketing positioning TASK TWO Learning Outcome 2: Be able to use the concepts of segmentation, targeting
and positioning 2.1 Show macro and micro environmental factors which influence marketing decisions in your chosen organisation

You are required to consider the following in formulating you answer: macro: environmental scanning, political, legal, economic, socio-cultural, ecological and technological factors , micro: stakeholders, direct and indirect competitors, Porters five forces)

2.2 Propose segmentation criteria to be used for products/services in different markets for your chosen organisation

You are required to consider the following in formulating you answer:: geographic, demographic, psychographic and behavioural, evaluation of segments

2.3 & 2.5 Select a product/service from your chosen organisation, choose a targeting strategy and propose new positioning for the product/service

You are required to consider the following in formulating you answer:

undifferentiated, (mass) marketing, differentiated (segmented marketing), concentrated (niche) marketing and Micromarketing-( local or individual marketing). Company resources, product variability, product life cycle, market variability competitors marketing strategies. 1 Positioning definition and meaning, influence over marketing mix factors, value positioning, and positioning statement

2.4 Demonstrate how buyer behaviour affects marketing activities in different buying situations

You are required to consider the following in formulating you answer: environmental influences, personal variables-demographic, sociological, psychological, motivation, social factors, physiological stimuli, attitudes, other lifestyle and life cycle variables, consumer and organisational buying

Tasks 3 Learning Outcome 4: Be able to use marketing mix in different contexts

4.1 Plan marketing mixes for two different segments in consumer markets

You are required to consider the following in formulating you answer: product, place, price, promotion and the 3 soft Ps-people, processes and physical evidence.

4.2 Illustrate differences in marketing products and services to businesses rather than consumers

You are required to consider the following in formulating you answer: Differences of organisational and consumer markets

4.3 Show how and why international marketing differs from domestic marketing

You are required to consider the following in formulating you answer:

Globalisation, culturally differences , standardisation versus adaptation, the EU , benefits and risk ; markets attractiveness, international marketing mix strategies

TASK 4 Learning Outcome 3 Understand the individual elements of the extended marketing mix Scenario; 7

As a newly appointed marketing manager of your organisation you are tasked to convince the board to increase the marketing budget for 2012 in this difficult economic period. You are asked to deliver a 15 minutes power point presentation to members of the Board on the 7th March 2012. Your presentation should consist of 12-15 slides (excluding references and appendices). You are expected to address the following issues below (3.1. 3.2. 3.3. 3.4 and 3.5): 3.1 Explain how the products of your chosen organisation are developed to sustain competitive advantage

You are required to consider the following in formulating you answer: Research and development and new product development

3.2 Explain how distribution is arranged to provide customer convenience in your chosen organisation.

You are required to consider the following in formulating you answer: Customer convenience and availability ,integration and distribution systems, franchising, physical distribution management and logistics and channel selection

3.3 Explain how prices are set to reflect your chosen organisations objectives and market conditions.

You are required to consider the following in formulating you answer: Pricing strategies, costs psychological and discriminatory and ethical issues

3.4

Illustrate

how

promotional

activity

is

integrated

to

achieve

your

organisations marketing objectives

You are required to consider the following in formulating you answer: Effective communication process (SOSTT +4Ms.) Promotional mix elements; push and pull strategies; advertising above and below the line including packaging, public relations and sponsorship, sales promotion, direct marketing and personal selling ; branding , internet and online marketing

3.5

Analyse the additional elements of the extended marketing mix applying to your chosen organisation

You are required to consider the following in formulating you answer: Concept of the extended marketing mix, significance of the soft elements of marketing (people, physical evidence and process management)

Student Guidelines 1. You should use diagrams and tables of figures where appropriate ensuring that you reference their source.

2. Referencing Information Sources: You should reference all information gathered from published materials and the internet in the text of your assignment and in a complete reference at the end of each report using the Harvard referencing system.

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3. Reports: The report tasks must be typed. Hand written assignments will not be accepted unless prior permission has been granted.

Word process the assignment and justify the margins Use 12 point on Times New Roman script and double line spacing Use the Harvard referencing system Number pages

Students with disabilities must inform the tutor that another person will be typing the assignment and that person must be approved by the tutor in advance.

4. Word Limits: Assignment should be completed within 2500-3000 words. Word counts do not include tables of figures, diagrams, title pages, contents pages, references, the final reference and any appendices.

5. Penalties for Late Submissions: Late submissions will be assessed and grades awarded at the beginning of next term. Late assignments that were referred must then be corrected and submitted by the fourth week of that term otherwise it will not be re-assessed until the term after that.

6. Portfolios of Evidence: Students should keep copies of all assignments they submit for assessment and make a portfolio of their work together with the assessment feedback and grading. The portfolio will be required at the time of standards moderation by Edexcel. All grades awarded are provisional and do not become confirmed until Edexcel standards verifier has approved them.

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Learning outcomes and assessment criteria

Learning outcomes On successful completion of this unit a learner will: LO1 Understand the concept and process of marketing LO2 Be able to use the concepts of segmentation, targeting and positioning Assessment criteria for pass The learner can: 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 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 new positioning for a selected product/service 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 organisations objectives and market conditions 3.4 illustrate how promotional activity is integrated to achieve marketing objectives 3.5 analyse the additional elements of the extended marketing mix 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.

LO3 Understand the individual elements of the extended marketing mix

LO4 Be able to use the marketing mix in different contexts

Assessment Criteria for Merit 11

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Learning Outcome: In order to achieve merit a learner must: M1 Identify and apply strategies to find appropriate solution

Assessment Criteria

Effective judgment have been made to choose a targeting strategy for a selected product or service (2.3) Strategies have been explored to explain the various elements of the marketing mix (1.1)

M2 Select/design and apply appropriate methods/techniques

Relevant theories and techniques have been applied: to propose segmentation criteria for products to be used in different markets (2.2) to propose a new positioning for a selected service or product the (2.5) to how products are developed to sustain competitive advantage (3.1) Range of methods and techniques has been employed like text books, internet, journals, newspapers, etc. and Harvard referencing have been applied throughout Logical and coherent judgment have been made to; plan for marketing mixes for two different segments in consumer markets ( 4.1) explain how prices are set to reflect an organisations objectives (3.3) illustrate the differences in marketing products and services to businesses rather than consumers ( 4.2)

M3 Present and communicate appropriate findings.

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Assessment Criteria for Distinction In order to achieve a distinction the learner must: D1 Use critical reflection to evaluate own work and justify valid conclusions Assessment Criteria

Conclusions have been arrived when analysing the additional elements of the extended mix (3.5) Synthesis has been done to demonstrate how buyer behaviour affects marketing activities in different buying situations (2.4)

D2 Take responsibility for managing and organising activities

Autonomy/independence has been demonstrated throughout the complete assignment Effective time management has been demonstrated Demonstrate the ability to show how macro and micro environmental factors influence marketing decisions ( 2.1) Ideas have been generated and decisions taken to evaluate the benefits and costs of a marketing orientation for a selected organisation (1.2) Ideas have been generated and decisions to illustrate how promotional activity is integrated to achieve marketing objectives (3.4)

D3 Demonstrate convergent/lateral creative thinking

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