Crown Woods College
BTEC National in Business
Assignment Brief
Unit 3 – Introduction to Marketing
Name: ____________________________________
Date due: _______________________________________
BTEC National
Unit 3: Introduction to Marketing
Instructions for Learners
1. Read the assignment brief carefully and make sure you understand:
a) what you have to do in each task, and
b) what work to hand in.
If you are uncertain, discuss it with your teacher.
2. The assignment is split up into tasks, which will be set at interim periods throughout
the unit. Your tutor will guide you and provide you with set dates and deadline
dates.
3. To achieve a PASS grade, you need to ensure that all of the pass criteria have been
met. To gain an overall MERIT grade, you must complete all of the pass criteria and
all of the merit criteria. To achieve a DISTINCTION for the unit, you must complete all
of the pass and merit criteria, as well as the distinction criteria.
4. Merit and distinction criteria are EXTENSIONS of the pass criteria, and do not have to
be separate tasks.
5. If you work in a group at any time, you must present your own responses to each
task of the assignment.
6. Information from secondary sources must be referenced within your work and at the
end in a bibliography, NOT presented as your own work / ideas. How to reference
and list bibliographies will be covered in class.
7. Your tutor will provide witness statements or any special documentation you may
need to complete your tasks.
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BTEC National
Unit 3: Introduction to Marketing
Assessment and Grading Criteria
To achieve a pass grade
the evidence must show
that the learner is
able to:
To achieve a merit
grade the evidence
must show that the
learner is able to:
P1: describe how
marketing techniques are
used to market products
in two organisations
M1: compare
marketing techniques
used in marketing
products in two
organisations
To achieve a
distinction grade
the evidence must
show that the
learner is able to:
D1: evaluate the
effectiveness of the
use of techniques in
marketing products
in one organisation
P2: describe the
limitations and
constraints of marketing
P3: describe how a
selected organisation uses
marketing research to
contribute to the
development of its
marketing plans
M2: explain the
limitations of
marketing research
used to contribute to
the development of a
selected
organisation’s
marketing plans
D2: make justified
recommendations
for improving the
validity of the
marketing research
used to contribute
to the development
of a selected
organisation’s
marketing plans.
P4: use marketing
research for marketing
planning
P5: develop a coherent
marketing mix for a new
product or service.
M3: develop a
coherent marketing
mix that is targeted
at a defined group of
potential customers.
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BTEC National
Unit 3: Introduction to Marketing
Unit Content
1 Know the role of marketing in organisations
Role: overall concept; marketing definitions
Objectives: private sector aims and objectives (survival, growth); public and voluntary sector aims and objectives (service
provision, growth of range of provision, cost limitation, meeting quality standards); marketing objectives, eg market
leadership, brand awareness, perceptions of customers or users; link between organisational objectives and marketing
objectives
Techniques: growth strategies (diversification, product development, market penetration or market development, Ansoff’s
Matrix); survival strategies; branding (importance in influencing buyer behaviour, brand building, positioning, brand
extension); relationship marketing (definition, difference between transactional marketing and relationship marketing,
value of lifetime customer)
Limitations and constraints: legal (Sale of Goods Act 1979, The Consumer Protection from Unfair Trading Regulations 2008,
Consumer Credit Acts 1974 and 2006, Consumer Protection (Distance Selling) Regulations, Data Protection Act 1998);
voluntary, eg Code of Advertising Practice and Advertising Standards Authority; pressure groups and consumerism;
acceptable language.
2 Be able to use marketing research and marketing planning
Marketing research: qualitative; quantitative; primary internal/external research; secondary internal/external research;
uses (reduce risk in decision making, measure progress over time); limitations (cost effectiveness, validity of data collected)
Marketing planning: marketing planning process model (audit with PESTLE (political, economic, social, technological, legal
and environmental external factors); SWOT (internal strengths and weaknesses, external opportunities and threats); set
SMART (specific, measurable, achievable, resourced, time-bound) objectives; determine strategy and tactics, implement
changes; evaluate)
3 Understand how and why customer groups are targeted Identifying customers in consumer markets: difference between
customers, consumers and buyers; importance of identifying who has influence over purchasing decisions
Market segmentation: importance; bases for segmentation of consumer markets (geographic, demographic,
psychographic, lifestyle); uses of geo-demographic systems to identify and reach target groups eg ACORN, MOSAIC; reasons
for choice of target group (accessibility, current and future prospects of group as customers, profitability; ability to service
customer group, fit with organisation’s mission) Identifying customers in business to business markets: decision making unit
(DMU)
Market segmentation: bases for segmentation of business markets (size, region, value, public/private/ voluntary sector,
product, industry); benefits for different members of the DMU, eg cost benefits, ongoing relationships, security of supply
4 Be able to develop a coherent marketing mix
Marketing mix: 4 P’s – product; price; place; promotion; objectives of developing mix (support brand
building, satisfy needs and aspirations of targeted group of customers); importance of need for cohesion of different
elements of the marketing mix
Product: product range; benefits versus features of product or service for targeted customers; concept of product life cycle
Price: pricing strategies (premium pricing, penetration pricing, economy pricing, price skimming, psychological pricing,
captive product pricing, product line pricing)
Place: distribution; online and/or physical presence
Promotion: promotional mix (advertising (different media, online techniques), personal selling, public relations, sales
promotion)
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BTEC National
Unit 3: Introduction to Marketing
Assignment Brief
This assignment is designed to cover all the learning outcomes of Unit 3:
On completion of this unit a learner should:
1. Know the role of marketing in organisations
2. Be able to use marketing research and marketing planning
3. Understand how and why customer groups are targeted
4. Be able to develop a coherent marketing mix
There will be the opportunity for learners to meet the criteria for this unit via:
1. ‘Group Work
2. ‘Creative Writing’
3. ‘Researching’
Vocational Scenario
Background information:
You work for a large marketing agency that consults for a variety of businesses on the
marketing activities that they undertake in order to promote their products or services.
Your agency has a varied portfolio of clients and you have been given the task of
consulting for several different businesses: Apple, Blackberry, Thomas Cook and Crown
Woods College.
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BTEC National
Unit 3: Introduction to Marketing
Task 1: Why Bother With Marketing?
Know the role of marketing in organisations.
Your agency has asked you to research the marketing techniques used by:
1. Apple when promoting their iPhone
2. Blackberry for the Curve.
These techniques might include:
 Growth Strategies
 Survival Strategies
 Branding
 Relationship Marketing
For each product, produce a report (with both visual and written
information) that describes the marketing techniques used to market the
products (P1).
Then compare the techniques used in marketing the products. Explain the
similarities and differences in the techniques used. (M1).
Now choose one of your two businesses. How effective do you think its use
of techniques in marketing products has been? Add an evaluation to your
report that considers the pros and cons of the techniques used. (D1)
This task meets the criteria for P1, M1 and D1.
Date set:15/04/15
First submission date:24/04/15
Final submission date:
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BTEC National
Unit 3: Introduction to Marketing
Assessment Criteria
Task 1: ‘Why Bother With Marketing?’
Criteria
Purpose
Reference
P1.1
Growth strategies (diversification,
product development, market
penetration or market
development)
P1.2
Survival strategies (branding, brand
building, positioning, brand
extension)
P1.3
Relationship marketing
(relationship vs transactional
marketing, value of loyal
customers)
Comment
Date Met
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