Assignment brief
Unit number and title
Unit 3 Introduction to Marketing
Qualification
BTEC Level 3 Diploma in Business
Start date
1st November 2010
Deadline
6th December 2010
Assessor
Mr M Drury/ Mr L McNeill/Mrs Howe
CRITERIA COVERED
P3, P4, M2, D2
Assignment title
Assignment 1: ‘A’ Listed Marketeers, Part 2
The aim and purpose of this unit is to understand how marketing, research and planning and the
marketing mix are used by all organisations.
Scenario.
Ongoing from first assignment. As part of the evaluation, you are now asked to select one of the
companies previously investigated and investigate its use of marketing research.
Task 1 Prepare a presentation describing how marketing research is used to create and develop
marketing plans for your chosen organisation
You must explain
What market research is
the types of market research- primary, secondary, internal and external
their uses (i.e reduce risk in decision making, measure progress over time);
and limitations (cost effectiveness, validity of data collected
What types of market research does your organisation carry out, when and why
How is this research used to inform market planning
i.e How does it help your organisation create a
PESTLE (political, economic, social, technological, legal and environmental external factors);
SWOT (internal strengths and weaknesses, external opportunities and threats);
and set SMART (specific, measurable, achievable, resourced, time-bound) objectives;
How do these models help determine marketing strategy and tactics-i.e help implement changes;
and evaluate progress
This provides evidence for P3
Task 2 Go on to explain the limitations of the marketing research
What are the advantages (uses) and limitations (problems) with each method of market research
referred to above.
For each method of market research explain
What can it be used for and when, why ( the advantages of it)
What are the limitations of this method (when should it not be used, why)
This provides evidence for M2
Task 3 Make justified recommendations as to how the validity of the research could be improved.
Mrs E Howe
14/05/2010
V1
What is validity
How can researchers make sure their research is valid- i.e Reliable and Cost effective.
How can the validity of the research been improved
and why is it important to the organisation to do this
What does your organisation do now.
How can the chosen organisation ensure the validity of it’s market research
This provides evidence for D2
Task 4 Use the results of market research given to you by the teacher to produce a
marketing plan.
You must
Look at the results- understand what they are saying about the business
Identify areas which the business needs to improve
create SMART objectives for what they need to improve
explain what the organisations overall marketing strategy should be (how will they meet the
objectives(what will they do).
This provides evidence for P4
Sources of information
Journals
Business Review Magazine (see www.philipallan.co.uk)
The Economist (see www.economist.com)
Websites
Business education website (for learning materials and quizzes) www.bized.ac.uk
BBC Business website www.bbc.co.uk/business
For useful background www.examstutor.com/business (visit the Study Room, see Unit 6)
Official UK statistics www.statistics.gov.uk
Free materials and case studies www.thetimes100.co.uk/home.asp
P3 describe how a selected organisation uses marketing research to contribute to the development of
its marketing plans
P4 use marketing research for marketing planning
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
This brief has been verified as being fit for purpose
Assessor
Date
e
Signature
Internal verifier
Signature
Mrs E Howe
Date
14/05/2010
V1
Mrs E Howe
14/05/2010
V1