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Steve Smith
Activity 1: Selection of Appropriate Marketing Aims
and Objectives to Suit Business Goals
The owner of Movieworld, a local cinema wants to increase the number of young children visiting the cinema at the weekend (children aged 5 to
9 years old) and has hired you to develop a marketing campaign to support this aim.
Based on Movieworld’s aim, you are required to produce a marketing aim with supporting objectives and strategies in the table
provided below (like the example we have just look at on the PowerPoint presentation).
Business Goal
To increase the
number of young
children visiting
the cinema at
the weekend
(children aged 5
to 9 years old)
Marketing Aims
(SMART)
Supporting Objectives
(SMART)
Strategies to Achieve the
Marketing Aim
How will progress be
monitored (KPI’s)
Activity 2: SWOT Analysis
Watch the following Two Teacher’s video on SWOT Analysis and complete the tasks below.
Ensure you pause the video at 4:45 before attempting activity 6. Video link: SWOT Analysis
1. Create your own definition of the word ‘acronym’ below and provide as many
examples as you can think of.
2.
Explain and compare what each element of the acronym ‘SWOT’ means below.
3. Which two parts of the SWOT model analyse the business internally. Justify how and
why it is important for businesses to apply these two parts to their own business.
4. Assess the importance of analysing the external environment.
5. Evaluate whether you believe the sugar tax is an opportunity or a threat for Coca
Cola.
6. Whilst the video is paused, perform research to help you create a SWOT analysis for
Amazon:
Strengths
Weaknesses
Opportunities
Threats
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Activity 3: PESTLE Analysis
Watch the following Two Teacher’s video on SWOT Analysis and complete the tasks below.
Video link: PESTLE Analysis
1. Explain what the acronym ‘PESTLE’ stands for with supporting examples for each
factor.
Political- Taxation
Economic-Unemployment
Social-Consumer Trends
Technological- Big Data
Legal- Minimum Wage
Environmental- Pollution
2. Explain with justification, one reason why politics may impact the future of Amazon.
Politics may impact the future of amazon as government are trying to reduce poverty all over the world by
increasing the amount jobs available to people. This will cause companies and Amazon to hire more competitors
increasing the amount of profits they have to pay as wages and increase amount of competition Amazon may
have.
3. List four economic factors that can influence a business’s strategy and explain one
in detail with supporting examples.
The economic factors that can influence a business’s strategy are interest rates,
unemployment, inflation, and recession. If inflation occurs in the economy the price of
Amazon's products will increase. This will cause Amazon to change their pricing strategy
in order to survive in the market.
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4. Assess the importance of Amazon keeping up to date with social changes with
explanation of what might happen if they don’t.
Amazon needs to be updated with social change as they can select the right type of
promotion and advertisements can be shown to customers to attract them to Amazon
and make the customers buy products. If Amazon doesn’t keep up with social changes,
they will be unable to find the right they of advertisement to give to customers decrease
the amount of customers that come to their website.
5. Identify, explain, and compare three separate legal factors. Following this, choose
the one which you believe has the biggest impact on businesses such as Amazon
and explain why.
Three legal that affect Amazon are Employment Law, Minimum Wage, and Health and
Safety. Employment Law refers to laws that protect employees of certain groups from
discrimination against their employer. Minimum Wage laws prevent Amazon from
underpaying its workers and making them work overtime without paying them for it.
Health and Safety laws prevent Amazon from making their workers work in an unsafe
environment and provide them with all the enmities they need to work. The factor that will
have the biggest impact on Amazon is Employment Laws as Amazon is known for not
treating their employees well and if employment laws get stricter Amazon will have to
change tactics on how it treats its employees in order to get work done.
6. In your opinion which environmental factor will impact Amazon most and why?
The environmental factor that will impact Amazon the most is pollution as Amazon does
a lot of deliveries around the world through trucks and bikes all of which contribute
towards pollution. Now that the public is trying to cut down on pollution Amazon will need
to redesign its logistics system to reduce pollution which will take a lot of time and money
to do.
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7. Evaluate the two PESTLE factors that you believe will have the greatest impact on
Amazon’s future success.
The two PESTLE factors that will have the greatest effect on Amazon’s future success
would be Social Factors and Technological Factors. Social Factors have the greatest
effect on Amazon’s future as without recognizing and investing in the right target market
Amazon will lose a lot of its customers and this will affect the future sales of Amazon.
Technological Factors will affect Amazon’s future as integrating new technology into
Amazon’s logistics will allow Amazon to reduce its costs and gain more profits from its
sales.
8. Create a PESTLE analysis for a business of your choice
PESTLE analysis of_______________________________________
Political
Economic
Social
Technological
Legal
Environmental
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Activity 4: Political
Can you think of any examples of businesses which adapted their marketing strategy or campaign
to incorporate any of the political factors discussed (Brexit, the Black Lives Matter movement, or
Covid-19), either in support of, or just to take advantage of the attention surrounding the factor.
List three examples below and explain the following:
Business 1
How the business adapted to the political factor?
Why you think they did this, what was their aim?
How effective do you think this was and would you have done anything differently?
Business 2
How the business adapted to the political factor?
Why you think they did this, what was their aim?
How effective do you think this was and would you have done anything differently?
Business 3
How the business adapted to the political factor?
Why you think they did this, what was their aim?
How effective do you think this was and would you have done anything differently?
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Activity 5: Economical
Do you think the marketing activities of Sainsbury’s and Aldi would change during a recession in
comparison to a boom?
1. In the space provided below, explain, and justify what you think each business would
focus on during a recession in comparison to a boom.
Sainsbury’s
Marketing activities in a recession:
Marketing activities in a boom:
Aldi
Marketing activities in a recession:
Marketing activities in a boom:
2. Design a billboard advert for either Sainsbury’s or Aldi in a Boom or Recession.
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Activity 6: Social Factors
Investigate, explain, and compare the social factors associated with the target markets of Nike, Top Shop, and Apple in the table provided below.
Social Factors of the
Target Market
Income distribution
Lifestyle
Population growth
rate
Age distribution
Health
consciousness
Work status and
career attitudes
Nike
Top Shop
Apple
Activity 7: Technological Factors
Continuing from activity 6, you will now focus on the technological factors related to Nike, Top
Shop, and Apple by completing the following tasks.
1. For each business, identify and analyse the technological threats which you believe
will impact or influence the businesses now and in the future.
Nike:
Top Shop:
Apple:
2. Explain the technological opportunities that currently face each business and how
each business can take advantage of technology now and in the future to shape the
way it operates and the types of products it offers.
Nike:
Top Shop:
Apple:
3. Recommend which forms of technology the business should use when conducting a
marketing campaign to effectively reach the target audience and influence their
buying behaviour.
Nike:
Top Shop:
Apple:
Activity 8: Legal Factors
Research and find 3 separate marketing campaigns or adverts that were banned and answer the
following questions:
1. Explain each campaign including: the business, the intended audience, and a
description of the marketing campaign or standalone advert.
Campaign 1:
Campaign 2:
Campaign 3:
2. Explain why each marketing campaign or advert was banned?
Campaign 1:
Campaign 2:
Campaign 3:
3. Can you see any links between the reasons for it being banned and specific laws or
regulations?
Campaign 1:
Campaign 2:
Campaign 3:
4. Do you agree that it should been banned? Justify your reasons either way.
Campaign 1:
Campaign 2:
Campaign 3:
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Activity 9: Environmental Factors
Choose a business that you are loyal to and create a social media post which is focused on
helping the environment on the template provided below. Once created, justify how this would
benefit your chosen business, the environment, and influence the target market.
This can either promote the environmentally friendly elements of the business itself or it can just
be a partnership with a charity etc. to support their cause.
How would this benefit your chosen business, the environment, and influence the target
market?
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Activity 10: Use of Research Data to Determine Target Market and Conduct
Competitor Analysis
Riaz is very passionate about electronics and technology. He is wanting to open an ‘electronics
and technology retail store’ which sells the latest technological gadgets and products, whilst also
providing services. He is willing to relocate and start the business anywhere in the UK but is
unsure where and who the best target market will be to maximise the success of his business. He
is also unsure of who the competitors are in this market.
Your task is to conduct research via the Office for National Statistics (ONS), The Department of
Business, Innovation, and Skills (BIS), The Chamber of Commerce, and any other relevant
sources to find at least three key pieces of research data and information to help Riaz come to a
decision. Ensure you complete the following:
1. Identify each piece of research and explain what this means for Riaz’s business
start-up.
Finding 1:
Finding 2:
Finding 3:
2. Clearly analyse who Riaz’s competitors will be with clarification of their strengths
and weaknesses.
3. Come to a justified decision about Riaz’s target market and where he should locate
his first store.
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Activity 11 : Marketing Mix
Watch the following Two Teacher’s video on the Marketing Mix 4Ps of Apple’s iPhone and
complete the tasks below. Video link: Marketing Mix 4Ps
1. Explain each element of the Marketing Mix (4Ps) in your own words below with
supporting examples for each element based on Apple’s iPhone.
Product: This shows the different range of products that a company can sell. Products need to
have a balance of form and function along with a low price for the product to be successful. A
product consists of packaging. Examples of Apple products are the iPhone, iPad, Mac,
MacBook
Price: This is the different ways a company can price its product. The different pricing
strategies that a company can use are penetration pricing, skimming pricing, competitor-based
pricing, and cost-plus pricing.
Place: It is the location where potential customers can buy products. Places should be
associable for the target market in order to gain more customers. The place can be either a
physical place or a online store.
Promotion: Promotion is used to inform customers about the product that as either come out or
is about to come out soon. This element of the marketing mix attractions customers to the
product by creating mystery or buzz.
2. Choose a business and analyse their marketing mix in the table below.
Product:
A vast selection of shoes, apparel, and
equipment. Most of their products are very
premium in nature and they offer a wide range
of products for every sports enthusiast
Price:
It uses a premium and value-based pricing
strategy. This means that they see how much
customers are willing to buy a product before
setting its price. They also higher quality
products in order to attract customers.
Place:
They have a lot of physical stores and place
them in places that are easy to find for
customers. They also have online stores in
order to keep up with changing times.
Promotion:
The main ways of promotion are sponsorships
and advertisements. Its ads mainly involve
high-profile athletes and prominent celebrities
from different countries. It also does direct
marketing.
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3. Which ‘P’ do you believe is the most important element of the Marketing Mix for your
selected business based on your findings from question 2. Ensure you justify your
answer.
4. If you worked in the Marketing Department of your chosen business, what would you
do differently to increase future sales and profitability and why? Ensure you critique
each element of the business’ Marketing Mix and justify any recommendations you
make.
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Activity 12: Product Development
Choose 2 different businesses which aim to sell additional products and services to the customer
alongside the main product to enhance their experience and meet their wants and needs (similar
to the laptop example) and complete the tasks below.
1. Identify what the main product is for both businesses
Business 1:
Business 2:
2. Compare what and how each business offers additional products and services with
justification of how this helps the business to meet the wants and needs of the
customer.
Business 1:
Business 2:
3. Evaluate which business you think has a better ‘Product’ offering and why, making
any recommendations for either to improve.
Activity 13: Form and Function
Can you think of 3 products that are available to buy today that are designed on form or function?
Conduct some research to find the following:
1. The first should be designed purely on form.
2. The second should be designed purely on function.
3. The third should be designed on a blend of both form and function.
Once you have identified products for each of the above, you are required to critique them and
justify whether either of them needs to be re-designed to factor in more form or function and why.
1. Product designed purely on form.
2. Product designed purely on function.
3. Product designed on a blend of both form and function.
Activity 14: Packaging
Choose 3 products and analyse its packaging, considering the factors below:
•
Is it well designed and functional?
•
Is it relevant to the product and attractive to the target audience?
•
Is it informative, what does it tell the customer?
Product 1
Product 2
Product 3
Activity 15: Branding
Look at the logos below and complete the tasks.
1. Do you see any issues and if so why and what impact could this have on the
businesses?
2. Choose one of the businesses and redesign their logo with supporting justification
as to how it will help differentiate the business from its competitors and what
benefits that will bring the business.
Activity 16: Branding
Research the following three examples below and explain what the issues were and how it
impacted the businesses?
Mazda Laputa:
Coors Light ‘turn it loose’:
Honda Fitta:
Any other examples:
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Activity 17: Pricing Strategies
Watch the following Two Teacher’s video on Pricing Strategies and complete the tasks below. Video link: Pricing Strategies
1. While watching the video, complete the table below to explain each factor alongside an overview of the benefits and drawbacks
with a supporting example of products or businesses that use the specific pricing strategy.
Pricing
Strategy
Penetration
Pricing
Economy
Pricing
Price
Skimming
Description
Advantages
Disadvantages
Examples
Psychological
Pricing
Premium
Pricing
Competitor
Pricing
Cost Plus
Pricing
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2. Which pricing strategy is your favourite and why? Ensure you justify your choice, providing
clear reasons.
3. Which pricing strategy do you believe is the least effective and why? Ensure you justify your
choice, providing clear reasons.
4. Ben is studying Business Studies at college and has just started a new business producing
homemade hand-poured candles to support him financially until he completes his course,
with the potential for this business grow and become a full time business within the next
three years. However, he has no idea which pricing strategy to use and has asked for your
advice on following areas:
 Which pricing strategy he should start with initially and why?
 As his product range increases and the business grows, should he consider changing
his pricing strategy or not? Justify your point either way with supporting examples.
Activity 18a: Complete the Penetration Pricing Graphic
You will find a series of part completed graphics below based on the pricing strategies you are
studying. Your task is to complete each graphic by filling in the five empty boxes with the most
important information about the specific pricing strategy, so the graphic could be displayed to
business students in the future to help them learn more about the each one.
Activity 18a: Penetration Pricing
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Activity 18b: Complete the Price Skimming Graphic
You will find a series of part completed graphics below based on the pricing strategies you are
studying. Your task is to complete each graphic by filling in the five empty boxes with the most
important information about the specific pricing strategy, so the graphic could be displayed to
business students in the future to help them learn more about the each one.
Activity 18b: Price Skimming
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Activity 18c: Complete the Competitor Based Pricing Graphic
You will find a series of part completed graphics below based on the pricing
strategies you are studying. Your task is to complete each graphic by filling in the
five empty boxes with the most important information about the specific pricing
strategy, so the graphic could be displayed to business students in the future to help
them learn more about the each one.
Activity 18c: Competitor Based Pricing
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Activity 18d: Complete the Cost Plus Pricing Graphic
You will find a series of part completed graphics below based on the pricing
strategies you are studying. Your task is to complete each graphic by filling in the
five empty boxes with the most important information about the specific pricing
strategy, so the graphic could be displayed to business students in the future to help
them learn more about the each one.
Activity 18d: Cost Plus Pricing
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Activity 19: Public Relations (PR)
Conduct some research to find two separate examples of PR by different businesses. You should
find one that went well and one that backfired. For each example you should:
1. Explain the purpose of the PR activity and what the business was aiming to achieve.
PR example 1:
PR example 2:
2. Critique how effective it was.
PR example 1:
PR example 2:
3. Recommend what you believe they could have done differently with supporting
reasons.
PR example 1:
PR example 2:
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Activity 20: Sponsorship
Have a watch of one of the TV adverts promoting Coca-Cola's sponsorship of the Olympic games
on the link provided and answer the following questions.
Video link: Coca Cola Olympic Games TV Advert
1. What is your opinion about the partnership?
2. Could it be deemed unethical? Justify your answers either way.
3. Why would the Olympic games want to be sponsored by Coca-Cola?
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4. Coca-Cola are already so big globally; do they need to sponsor the Olympics?
Justify your answers either way.
5. Do you think the advert was effective and what would you have changed or done
completely different if you were the campaign manager to take advantage of this
major partnership? Ensure you justify your recommendations.
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Activity 21: Use of Social and Other Media
Research 3 different social media platforms and complete the following tasks.
1. What is the average reach per organic post?
Social media 1:
Social media 2:
Social media 3:
2. How much does it cost to promote or boost a post and what is the potential reach
when promoted?
Social media 1:
Social media 2:
Social media 3:
3. How easy it is to target a specific audience with a post or marketing campaign?
Social media 1:
Social media 2:
Social media 3:
4. Choose a business and justify which platform you believe would be the best for
social media marketing.
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Activity 22: Guerrilla Marketing
Compare the three examples of guerrilla marketing below and complete the following tasks.
1. Provide your opinion on each, what are the businesses trying to achieve within each
of the examples of guerrilla marketing?
McDonalds coffee cup:
Windex window cleaner:
McDonald’s crossing:
2. Justify which one you think is the best example and why.
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3. Create a guerrilla marketing campaign for a business of your choice, ensure you
explain the aim of your campaign and how these will be achieved.
Create your guerrilla marketing campaign design in the space provided below.
Explain the aim of your guerrilla marketing campaign and how you think these will be
achieved through your design.
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Activity 23: Product Placement
There are hundreds, if not thousands of product placement examples to choose from, your task is
to:
1. Research and explain five separate examples of product placement.
Example 1:
Example 2:
Example 3:
Example 4:
Example 5:
2. Choose three of these examples and analyse the benefits of each product placement
to each stakeholder involved i.e. the brand, TV show, and target market.
Example 1:
Example 2:
Example 3:
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3. Think critically, can you foresee any potential drawbacks for any stakeholder
involved in any of the product placements you identified in task 1?
4. Choose a brand and generate a product placement campaign idea, ensure you:
Explain how the product placement will work:
Compare the benefits it will potentially provide bring each stakeholder involved:
Justify how could this campaign be expanded in the future to bring further benefits to
either stakeholder involved:
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Activity 24: Corporate Image
One of the easiest ways to understand your own opinion or perception of a brand and its
associated corporate image is to imagine the business being a person and consider what it would
look like and how it would act.
1. There are 3 business listed below, you are required to compare each one to try and
build a clear image of what each business would look like and how it would act if it
was a person. Where possible consider factors such as:
•
How ethical the business is and what actions it takes to support ethical
issues?
•
How important customers are to the business i.e. How quickly does it respond
to and resolve customer complaints or enquiries etc.?
•
What are the business’ values, and do they abide by these?
•
How does the business treat its employees, are they valued or just a number?
•
How innovative is the business, is it leading the industry forward or just
existing?
Sports Direct:
Lush:
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Apple:
2. Justify which business you believe has the best corporate image and why.
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Activity 25: Place, Distribution Channels
Watch the video about Disney’s strategy to increase and focus on direct to end user distribution
and complete the following tasks.
Video link: Disney Prioritises Direct to End User
1. Create a poster or infographic in the space below which highlights how Disney
utilises each type of distribution channel (direct to end users, retailers, and
wholesalers) with examples of each method. Ensure you include the benefits and
drawbacks of each one.
2. Do you agree with Bob Chapek (Disney’s CEO) about Disney’s new distribution
channel strategy? Ensure you justify your answer either way.
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Activity 26: Extended Marketing Mix 7Ps Activity
Watch the following Two Teacher’s video on the Marketing Mix 4Ps of Apple’s iPhone and
complete the tasks below. Video link: Extended Marketing Mix 7Ps
1. Create your own description of the final 3Ps of the Extended Marketing Mix and
provide examples of each based on Apple.
Physical:
Process:
People:
2. Analyse the full Extended Marketing Mix of both Apple and Poundland, what are the
key differences between the two retailers?
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3. Critique the Extended Marketing Mix model (additional 3Ps only) and justify which
element is the most important in your opinion and clearly justify why.
4. Apply the full Extended Marketing Mix 7Ps to McDonalds.
Product:
Price:
Place:
Promotion:
Physical:
Process:
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People:
Activity 27: Content of the Marketing Message
Watch the 3 videos listed below which feature marketing campaigns from 3 different businesses
and complete the following tasks.
Video link 1: Always 'Like a Girl'
Video link 2: Share a Coke
Video link 3: SportsDirect.com
1. What message do you think each marketing campaign is trying to communicate and
why?
Always:
Share a Coke:
SportsDirect.com:
2. Which marketing campaign do you believe communicates the marketing message
most effectively and why?
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3. Conduct research and find a marketing campaign which could come across as
confusing and fails to communicate the market message clearly. Once you have
found one, you should:
•
Critique and explain why the campaign failed.
•
Make a recommendation of what the business could have done differently to
effectively communicate the marketing message.
.
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Activity 28: Selection of Appropriate Media
Complete the following three tasks based on the products listed below.
The 3 products are:



A laptop aimed at university students.
A mobility scooter aimed at retired people aged 65 and above.
A children’s cereal aimed at 3 to 8-year olds.
1. Choose 3 appropriate media sources to support the marketing campaign for each
product.
Laptop:
Mobility scooter:
Children’s cereal:
2. Justify why these chosen media sources are appropriate for the target market to
maximise the marketing campaign’s reach, engagement, and influence.
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3. Now that you have analysed and justified the appropriateness of each media source,
you are now required to rank your selected media source in order in relation to which
one you believe would be the most appropriate for each business and explain why.
Laptop
Rank 1:
Rank 2:
Rank 3:
Mobility Scooter
Rank 1:
Rank 2:
Rank 3:
Children’s Cereal
Rank 1:
Rank 2:
Rank 3:
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Activity 29: Allocation of the Campaign Budget
Conduct research and find as much information as you can about the costs of at least 3 forms of
marketing from the list of choices available below (you will need this information for you exam
notes in Part A, so ensure you reference the sources of information).
•
•
•
•
Social media platforms such as: Facebook, Instagram, YouTube, Pinterest,
Snapchat, and Tik Tok.
Google AdWords.
Advertisements through TV and radio.
Printed advertisements such a newspapers, magazines, leaflets, and billboards
(local vs nationwide).
It is important to obtain and compare information about costs dependent on their usage and
timescale i.e. sponsoring a social media post for 1-day vs 1-week or printing and distributing 100
leaflets vs 10,000.
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Activity 30: How far the Marketing Activity Reinforces and
Supports Brand Value
Watch the Nike advert on the link provided and complete the following tasks below.
Video link: Nike Colin Kaepern ick Ad
1. What do you believe the advert is all about and what emotions do feel whilst
watching it?
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2. Research Colin Kaepernick and Nike then explain what happened to make this
controversial and justify whether you think Nike did the right thing by supporting him
during such a divisive and political issue.
3. Do you believe the advert supports Nike’s brand values and mission to bring
inspiration and innovation to every athlete in the world? Justify your answer either
way.
Activity 31: Flexibility of the Campaign to Enable Response to
Both Internal and External Changes
A good example of a business having to be flexible due to internal and external changes is
PureGym. Have a watch of the two adverts on the links provided which were part of marketing
campaigns either side of the coronavirus pandemic starting and complete the following tasks.
Video link: PureGym ad 3rd January 2020
Video link: PureGym ad 19th June 2020
PureGym advert 3rd January 2020
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What is the focus of the marketing campaign?
How does it attempt to influence the target market?
Why did they have to change this when the coronavirus pandemic happened?
PureGym advert 19th June 2020
What is the focus of the marketing campaign?
How does it attempt to influence the target market?
Do you think this is an effective advert to reflect the external and internal changes, or
would you have done something different? Justify your answer and any
recommendations.
Activity 32: Learning Aim C Word Scramble
Below are 10 key words from Learning Aim C which have been scrambled. See if you can figure
out the key words below.
1. RMSAT _____________________________________________
2. THTESRA ___________________________________________
3. SCLIAO ____________________________________________
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4. GEKANIMTR IMX _____________________________________
5. RTAEETNIONP _______________________________________
6. CBIUPL RTNIOAESL __________________________________
7. TAIDLGI ANIKGTREM _________________________________
8. RITCED OT NED URES ________________________________
9. ELOPEP ____________________________________________
10. OTRCDUP CELEAMNPT _________________________________
Activity 33: Learning Aim C Crossword
Below are 10 questions focused on key terminology from Learning Aim C. See if you can use your
knowledge to figure out the answers and complete the crossword below.
1
2
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3
4
5
6
7
8
9
10
Across
5. The 'T' in SWOT Analysis stands for?
6. When creating marketing aims and objectives, you
should use the _____ method.
7. This element of the extended marketing mix represents
the business and communicate its values; they are central
to the experience customers receive and ultimately
influence how satisfied they are after interacting with the
business.
8. This forms the foundations of how a business
communicates with its stakeholders such as: customers,
journalists, partners, and even competitors.
10. This marketing model contains 4Ps.
Down
1. This type of promotional advertising is commonly used
in films, TV shows and more recently YouTube.
2. This is essentially any form of marketing which exists
online or via an electronical device.
3. This distribution channel is when a business
manufactures, sells, and distributes the product directly to
the customer.
4. If a business uses this pricing strategy, they launch a
product with a lower price initially to increase sales.
9. This PESTLE factor focuses on the core demographics,
cultural norms, attitudes, and expectations of the society
the business operates within.
Activity 34: Learning Aim C Word Search
Below is a wordsearch which contains 10 key pieces of terminology from Learning Aim C. See if
you find all 10 listed below.
V Z F X D Z W N F O B M I G G D W
P I H P I D F D V Z U H Z M E I W
R W Z S R K P D D T D L W R A G P
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B
Y
Z
Q
A
P
L
O
C
T
P
O
H
J
S
M
A
R
T
E
A
C
I
R
C
T
B
P
A
V
U
X
X
O
E
I
U
A
M
Direct to end user
Product Placement
Social
Q
E
T
L
A
Y
E
W
P
W
A
O
T
D
V
H
L
C
M
C
Q
H
L
K
L
P
I
A
P
B
X
C
F
M
I
A
E
A
Z
K
O
F
D
M
H
W
E
N
Y
T
R
U
F
N
N
P
Marketing Mix
Public Relations
I
T
A
L
M
A
R
K
E
T
I
N
G
Z
U
B
L
I
C
R
E
L
A
T
I
O
N
S
Penetrati
SMART
Threats
Activity 35: Learning Aim C Kahoot Quiz
Attempt the Kahoot quiz to test your knowledge of Learning Outcome C of Unit 2: Developing a
Marketing Campaign. Once you have completed the quiz, answer the questions below to assess
your strengths and areas for development. Kahoot Quiz Link
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1. What did you score on the Kahoot quiz?
2. What areas of Learning Outcome C can you identify as your strengths after playing
the quiz?
3. What areas of Learning Outcome C can you identify as your development areas after
playing the quiz?
4. How do you plan to develop the areas you have identified to increase your
knowledge and understanding of these topics?
Activity 36: Developing a Marketing Campaign
Learning Outcome C Specification Checklist
Well done, you have now completed the input and set activities for Learning Outcome C, you have
one final task which is to complete the specification checklist below. First, you should explain the
terminology and topic areas in the space provided and then tick the box in the last column when
you feel exam ready with regards to that specific element of the specification.
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Developing a Marketing Campaign Specification Checklist
Topic
Your explanation of the terminology
C Planning and developing a marketing campaign
C1 Marketing campaign activity
Selection of appropriate
marketing aims and
objectives to suit business
goals.
Situational analysis:
 SWOT (Strengths,
Weaknesses,
Opportunities,
Threats)
 PESTLE (Political,
Economical, Social,
Technological,
Legal,
Environmental).
Use of research data to
determine target market.
Use of research data to
conduct competitor
analysis
C2 Marketing mix
Product development:
 form and function
 packaging
 branding
Pricing strategies:
 penetration
 skimming
 competitor based
 cost plus
•Promotional:
 advertising
 public relations
(PR)
 Sponsorship
 use of social and
other media
 guerrilla marketing
 personal selling
 product placement
 digital marketing
 corporate image
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Exam
Ready?

Place, distribution
channels:
 direct to end users
(mail/online/auction)
 retailers
 wholesalers
Extended marketing mix:
 people
 physical
environment
 process
C3 The marketing campaign
Content of the marketing
message.
Selection of an
appropriate marketing mix.
Selection of appropriate
media.
Allocation of the campaign
budget.
Timelines for the
campaign, including
monitoring.
How the campaign is to be
evaluated.
C4 Appropriateness of marketing campaign
How far the marketing
activity reinforces and
supports brand value.
• The sustainability of
marketing activities.
• Flexibility of the
campaign to enable
response to both internal
and external changes.
• Relevance to
organisational goals.
• Appropriateness to target
market.
• Legal and ethical
considerations
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