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.
Marketing Principles –QCF Level 5
Rules and regulations:
Plagiarism is presenting somebody else’s 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 student’s 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 / isn’t plagiarism.
Assignment Regulations
1
Learners are required to submit their work using the OLC Assessment cover
sheet.
2
You are required to submit your assignment electronically to your Examination
Officer at London Campus of OLC Europe.
3
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.
4
General guidelines for submission of assignment:
a) All work must be word-processed and must be of “good” standard.
b) Document margins shall not be more than 2.5cm or less than 1.5cm
c) 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.
d) 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.
e) 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 McDonald’s 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 organisation’s 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)
Marketing Principles –QCF Level 5
Assessment Criteria & Grade Descriptors
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
communicate
to evaluate own work
factors which influence
appropriate findings.
and justify valid
marketing 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
(M3)
(3.1) Explain how products Present and
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/
organisation’s 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 segments
communicate
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
Present and
Demonstrate
differs from domestic
communicate
convergent/lateral/
marketing
appropriate findings.
creative thinking.
Marketing Principles –QCF Level 5
Marketing Principles –QCF Level 5