Course Details

Course Name

BTEC Level 3 Diploma in Business (L 3)

Unit number

03

Unit Name

Introduction to Marketing

Unit Credit

10

Lecturer
Hand Out
Date
Hand In Date

Learning Outcomes
LO 1.

Know the role of marketing in organisations

LO 2.

Be able to use marketing research and marketing planning

LO 3.

Understand how and why customer groups are targeted

LO 4.

Be able to develop a coherent marketing mix.

Learners Name and Statement of Authenticity

Learners Name: ..................................
Learners ID..........................................................

I certify that the work submitted for this assignment is my own. Any work of
others used to support my answers has been referenced and duly credited to
them.
Signature: ................................................
Date: .....................................................................

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
1

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 Learn Skills Today.
Task 1: Why Bother With Marketing?
Your agency has asked you to research the marketing techniques used two
companies when promoting their products

These techniques might include:

Growth Strategies
Survival Strategies
Branding
Relationship Marketing
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)

Task 2: Marketing Laws

Whats stopping the companies Saying Whatever They Want?
In the selected company prepare a poster for the management (of your company) that
warns them of the limitations and constraints of marketing for the organisation. Include
the following in your description:
Legal constraints, for example Sale of Goods Act 1979
Voluntary constraints, for example Code of Advertising Practice
Pressure groups and consumerism, for example Watchdog, Which? MADD
Acceptable language
You must include examples relevant to Apple in your poster.
Task 3: Marketing Research
Finding Out About the Market

The marketing agency has asked you to prepare a report describing how market research
can be used. This presentation will be crucial in bringing new business into the agency.
Prepare a report that describes how Learn Skills Today uses marketing research to
contribute to the development of its marketing plans. (P3) You must demonstrate your
understanding of the following when applying in the organisational context:
Quantitative and qualitative marketing research
Primary and secondary market research
Uses and limitations of market research

(M2)
Include in your report/ presentation an explanation of the limitations of the marketing
research used in the development of the schools marketing plans. Include information on
both of the following:
Cost effectiveness
Validity of data collected

(D2)
Conclude your report/presentation with three justified recommendations that would
improve the validity of the marketing research used in the development of the
organisations marketing plans.

Task 4: Marketing Research

Finding Out About the Market
Due to the importance of their success, the agency have decided that you should work
on the project and want you to describe how the company can use its market research to
plan for the future (P4).
You need to produce a leaflet that shows:
The PESTLE Factors that will influence their marketing strategy.
A SWOT analysis that shows the internal Strengths, Weaknesses, Opportunities and
external Threats that face Apple.
How you can set SMART objectives for Apple for the next 3 years.
Task 5: Market Segmentation

Break the Market Up

The marketing agency for a company has asked you to prepare some training materials
that could be used for work experience students to explain how and why groups of
customers are targeted for selected products. (This should look like a How to Guide to
Segmentation)
You will need to select six different target groups for products or services of your choice.
(The providers of the products/ services can be from as many businesses as you choose.)
At least two of your choices must be from the business-to-business market, the
remainder can be from the consumer market. Prepare one of the following: a leaflet/
report/ presentation that covers:
1. What is market segmentation?
2. How consumer markets can be segmented
3. How business markets can be segmented
4. Describe the customer profile for each of your six target groups
5. Explain how and why these groups are targeted.
Holidays/ travel is a useful industry to investigate. You could look at Saga Holidays,
Family holidays (activities/ all inclusive), singles/ 18-30, Business Travel, School Trips,
Adventure holidays, Wedding packages/special occasions.

Task 6: The Marketing Mix

Now that you are well versed in marketing, the agency has let you loose on Apples
marketing strategy for their new iPhone!
Prepare a presentation to its directors that shows that you have developed a coherent
marketing mix for its new product.
Your presentation should cover Product, Price, Place, Promotion and they must blend
together. (P6)
For M3, you must include in your presentation how your marketing mix would target a
specific segment of the market.
Your presentation must be accompanied by speakers notes.
You may produce this presentation in groups of 3.

TASK Checklist
P 1.
P 2.

Describe how marketing techniques are used to market products in two

organisations
Describe the limitations and constraints of marketing

P 3.

Describe how a selected organisation uses marketing research to contribute to

the development of its marketing plans

P 4.

Use marketing research for marketing planning

P 5.

Explain how and why groups of customers are targeted for selected products

P 6.

Develop a coherent marketing mix for a new product or service.

M 1.

Compare marketing techniques used in marketing products in two

organisations

M 2.

Explain the limitations of marketing research used to contribute to the

development of a selected organisations marketing plans

M 3.

Develop a coherent marketing mix that is targeted at a defined group of

potential customers.

D 1.

Evaluate the effectiveness of the use of techniques in marketing products in

one organisation

D 2.

Make justified recommendations for improving the validity of the marketing

research used to contribute to the development of a selected organisations
marketing plans.

Assessment Specification

For P1, learners should describe how the marketing techniques listed in the unit content
are used in marketing products or services in two different organisations. It is sufficient to
select one product/service or product/service range in each organisation. For P2, learners
need to describe the limitations and constraints under which marketers operate; this
should include legal requirements and the use of voluntary codes and constraints.
Learners should relate these constraints to examples.
To achieve M1, learners need to demonstrate higher-level skills through comparing or
finding the similarities and differences between the use of marketing techniques in
marketing products or services in two organisations.
For D1, this will be developed further into an evaluation of the effectiveness of the use of
marketing techniques in one organisation. Evaluation requires more than stating an
opinion and should demonstrate higher-level skills such as researching and interpreting
data and using logical judgements about the validity and reliability of the data used to
evaluate the effectiveness of the marketing techniques.
For P3, learners should investigate the marketing research used by one organisation and
link this to the development of the organisations marketing plans. This could be based on
the school or colleges own marketing research and plans, as this would provide a good
opportunity to obtain the information required for P4. Alternatively, this could be based
on a link with a local commercial or not-for-profit organisation.
For M2, learners should identify and explain the limitations of the marketing research
methods used in the selected organisation investigated.
To achieve D2, learners should make, and justify, recommendations for improving the
validity of the marketing research used in the selected organisation. Three sound
recommendations with justifications would be sufficient to achieve the criterion.
For P5, learners should explain why the different types of target groups are chosen for
different products or services. This should include products for both consumer and
business to business markets and different methods of segmenting the market. Six
different target groups will be sufficient to achieve the criterion.
For P6, learners should develop a coherent marketing mix for a new product or service.
The product or service does not have to be entirely new; it could be an established
product or service introduced to a new market. The marketing mix should include at least
the 4 Ps.
For M3, the marketing mix must be clearly targeted to a defined group of potential
customers and needs to be detailed and coherent so that product, price, place and
promotion are all designed to appeal to the clearly defined needs and aspirations of the
target group of customers.

Indicative Content:

LO1 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, Ansoffs 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.

LO2 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)

LO3 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
organisations 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

LO4 Be able to develop a coherent marketing mix

Marketing mix: 4 Ps 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)

Assessors Feedback: Unit 3 Introduction to Marketing

Mark()
if
obtained

Assessment Criteria
P1
P2

Describe how marketing techniques are used to market products in two

organisations
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

P4

Use marketing research for marketing planning

P5

Explain how and why groups of customers are targeted for selected products

P6

Develop a coherent marketing mix for a new product or service.

M1

Compare marketing techniques used in marketing products in two organisations

M2

Explain the limitations of marketing research used to contribute to the

development of a selected organisations marketing plans

M3

Develop a coherent marketing mix that is targeted at a defined group of

potential customers.

D1

Evaluate the effectiveness of the use of techniques in marketing products in one

organisation

D2

Make justified recommendations for improving the validity of the marketing

research used to contribute to the development of a selected organisations
marketing plans.

A clear understanding of the topic is shown

The use of relevant models, theories and methods are applied
The script is Presented clearly and with a coherent Structure
Referencing is provided for citation and research work.
Appropriate conclusions are drawn.

Detailed Comments/Recommendations:

Result: PASS

REFERRED

Assessors Signature:

Date:

IVs Signature (If applicable):

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EVs Signature (If applicable):

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