OLC EUROPE

UNIT 4
MARKETING PRINCIPLES

QCF LEVEL 5: BTEC HIGHER NATIONAL

ASSIGNMENT

Marketing Principles QCF Level 5

Assessment title:

Marketing Principles

Lecturer:

Issued date:
Submission date:
Task One
Task Two
Task Three
Task Four
LO1 Understand the concept and process of marketing
Learning Outcomes

LO2 Be able to use the concepts of segmentation,

targeting and positioning
LO3 Understand the individual elements of the extended
marketing mix
LO4 Be able to use the marketing mix in different contexts

Introduction
This is a broad-based unit which gives learners the opportunity to apply the key
principles of marketing. Firstly, the unit looks at the definitions of marketing, and what is
meant by a marketing orientation and the marketing process.
Next, learners consider the use of environmental analysis in marketing and to carry out
their own analyses at both macro and micro levels. They will also investigate the
importance of market segmentation and how this leads to the identification and full
specification of target groups. Learners then consider buyer behaviour and
positioning.The unit looks at the main elements of both the original and the 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.
Finally, learners will develop their own marketing mixes to meet the needs of different
target groups. This includes considering the differences when marketing services as
opposed to goods. A range of other contexts is examined including marketing to
businesses instead of consumers and the development of international markets.

Rules and regulations:

Marketing Principles QCF Level 5

Plagiarism is presenting somebody elses work as your own. It includes: copying

information directly from the Web or books without referencing the material; submitting
joint coursework as an individual effort; copying another students coursework; stealing
coursework from another student and submitting it as your own work. Suspected
plagiarism will be investigated and if found to have occurred will be dealt with according
to the procedures set down by OLC. Please see your student handbook for further details
of what is / isnt plagiarism.

Assignment Regulations
1

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

You are required to submit your assignment electronically to your Examination

Officer at London Campus of OLC Europe.

If you need an extension (even for one day) for a valid reason, you must request
one, using the appropriate form available from the Academic Admin Office. Do
not ask the lecturers responsible for the course - they are not authorised
to award an extension. The completed form must be accompanied by evidence
such as a medical certificate in the event of you being sick.

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 and body
text. Preferred typeface to be of a common standard such as Arial or Times New
Roman for the main text.

Any computer files generated such as program code (software), graphic files that
form part of the course work must be submitted either online or with the
documentation.

Please answer each Task within 1000-2000 words

Marketing Principles QCF Level 5

Task One The concept and process of marketing

Scenario
As a newly appointed Marketing Manager, you are required to carry out a detailed
industry analysis for your chosen organisation. The purpose of this is to formulate a
suitable marketing campaign for your chosen organisation.
As part of the introduction to your industry analysis give a brief

1. Explanation of the various elements of the marketing process.

2. Evaluate the benefits and costs of marketing orientation for the selected
organisation.

(This provides evidence for outcome 1 assessment criteria 1.1 & 1.2)

Task Two

Segmentation, Targeting and Positioning

Access video at http://www.youtube.com/watch?

feature=player_detailpage&v=RcRFBVIvJHw
Alternatively type the following into Youtube : Segmentation, Targeting, and Positioning McDonald's
Task : After watching the video above, produce a written discussion and:
1. Show macro and micro environmental factors which influence McDonalds marketing
decisions.
2. Propose segmentation criteria to be used for products indifferent markets for
McDonald.
3. Choose a targeting strategy for a selected product/service for McDonald.
4. Demonstrate how buyer behaviour affects marketing activities in different buying
situations at McDonald.
5. Propose new positioning for a selected product/service at McDonald.
(This provides evidence for outcome 2 assessment criteria 2.1, 2.2, 2.3, 2.4 &
2.5)

Marketing Principles QCF Level 5

Task Three

The individual elements of the extended marketing mix

( Individual Power Point Presentation)

1. Explain how products are developed to sustain competitive advantage

2. Explain how distribution is arranged to provide customer convenience
3. Explain how prices are set to reflect an organisations objectives and market
conditions
4. Illustrate how promotional activity is integrated to achieve marketing objectives
5.

Analyse the additional elements of the extended marketing mix

(This provides evidence for outcome 3 assessment criteria 3.1, 3.2, 3.3, 3.4 &
3.5)

Task Four

Using the marketing mix in different contexts

SleepWell is a growing family-owned business, located in West-end of London. SleepWell,

being a family-owned business and a particularly small one, tends to be run informally, the
way one might run the family. Together with its growth, the family has been advised to
introduce a Marketing department. However, the owners seem reluctant and unconvinced
about the benefits of such a function in the organisation. As a Marketing Consultant, write
a report to convince the owners of the importance of including this function in their
organisation. Your report must include the following:
1. Plan marketing mixes for two different segments in consumer markets
2. Illustrate differences in marketing products and services to businesses rather than
consumers
3. Show how and why international marketing differs from domestic marketing

(This provides evidence for outcome 4 assessment criteria 4.1, 4.2 & 4.3)

Assessment Criteria & Grade Descriptors

Marketing Principles QCF Level 5

1.
Pass criteria

(P1)

(1.1) Explain the various

Merit Criteria
Present and

(M1)

Distinction Criteria (D1)

Use critical reflection

elements of the marketing

communicate

to evaluate own work

process

appropriate findings.

and justify valid

conclusions.

(1.2) Evaluate the benefits Select appropriate

Justify valid

and costs of a marketing

examples and apply within conclusions.

orientation for a selected

context

organisation
2.
Pass Criteria
(P2) Merit Criteria
(2.1) Show macro and
Present and

(M2)

Distinction criteria (D2)

Use critical reflection

micro environmental factors communicate

to evaluate own work

which influence marketing

and justify valid

appropriate findings.

decisions

(2.2) Propose segmentation

criteria to be used for
products indifferent
markets
(2.3) Choose a targeting
strategy for a selected
product/service
organizations.
(2.4) Demonstrate how
buyer behaviour affects
marketing activities in

conclusions.

select/design and

Justify your proposal with

apply appropriate

valid conclusion

methods with examples

Present and

Demonstrate

communicate

convergent/lateral/

appropriate findings.

creative thinking.

Using at least 3 examples,

Justify your proposal with
explore how buying
behaviour affects marketing valid conclusion
activites with in context

different buying situations

(2.5) Propose new

Present and

positioning for a selected

communicate

product/service

appropriate findings.

Marketing Principles QCF Level 5

Justify your proposal with

valid conclusion

3.
Pass criteria
(P3)
Merit Criteria
(3.1) Explain how products Present and

(M3)

Distinction criteria (D3)

Use critical reflection(D3)

are developed to sustain

communicate

to evaluate own work

competitive advantage.

appropriate findings.

and justify valid

conclusions.

(3.2) Explain how

select/design and

Use critical reflection

distribution is arranged to

apply appropriate

to evaluate own work

provide customer

methods/ techniques.

and justify valid

convenience

conclusions.

(3.3) Explain how prices are Present and

Demonstrate

set to reflect an

communicate

convergent/lateral/

organisations objectives

appropriate findings.

creative thinking.

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

Illustrate with atleast three

Demonstrate
different and concrete
convergent/lateral/
examples
creative thinking.
Select/design and
apply appropriate
methods/ techniques.

Marketing Principles QCF Level 5

Justify conclusions with

concrete examples

4.
Pass criteria

(P4)

Merit Criteria

(4.1) Plan marketing mixes Present and

for two different segmentscommunicate
in consumer markets
appropriate findings.

(M4) Distinction Criteria (D4)

Use critical reflection
to evaluate own work
and justify valid
conclusions.

(4.2) Illustrate differences

Select/design and

Use critical reflection

in marketing products and

apply appropriate

to evaluate own work

services to businesses

methods/ techniques.

and justify valid

conclusions.

rather than consumers

(4.3) Show how and why

international marketing
differs from domestic
marketing

Present and

Demonstrate

communicate

convergent/lateral/

appropriate findings.

creative thinking.

Marketing Principles QCF Level 5