unit 4 marketing principles

ASSIGNMENT FRONT SHEET
Unit: 4 – Marketing Principles
Learning Hours: 60 Hours.
Self-learning hours: 90 hours. Course: HND Business – Level 4 CREDIT VALUE: 15 CREDITS Term:
April 2016
Module Leader: Mr Mehedi Alam Lecturer: Internal Verifier: Mrs S Kotta
ASSIGNMENT TITLE: Marketing Report

Learners Name Term: Cohort: Intake:
Registration Number Campus: Wembley
Hand out Date: 05/10/2016 Submission Date: 23/12/2016 Deadline: 10/03/2017
Learning
Outcome
Assessment Criteria In this assessment you will have the opportunity to present evidence that shows you are able to: Task Number
Evidence Page number
LO 1: Understand the concept and process of marketing 1.1 Explain the various elements of the marketing process 1
1.2 Evaluate the benefits and costs of a marketing orientation for a selected organisation 1
LO2 : Be able to use the concepts of
segmentation, targeting and positioning 2.1 Show macro and micro environmental factors which influence marketing decisions 1
2.2 Propose segmentation criteria to be used for products in different markets 1
2.3 Choose a targeting strategy for a selected
product/service 1
2.4 Demonstrate how buyer behaviour affects
marketing activities in different buying
situations 1
2.5 Propose new positioning for a selected
product/service 1
LO3: Understand the individual elements of
the extended marketing mix 3.1 Explain how products are developed to sustain competitive advantage 1
3.2 Explain how distribution is arranged to provide customer convenience 1
3.3 Explain how prices are set to reflect an
organisation’s objectives and market
conditions 1
3.4 Illustrate how promotional activity is integrated to achieve marketing objectives 1
3.5 Analyse the additional elements of the
extended marketing mix 1
LO 4: Be able to use the marketing mix in different contexts 4.1 Plan marketing mixes for two different
segments in consumer markets 2
4.2 Illustrate differences in marketing products and services to businesses rather than consumers 2
4.3 Show how and why international marketing differs from domestic marketing. 2
Please see that you include the Turnitin report. This work will not be accepted without the
Turn it in report. Report attached: Yes
No If no Reason: % of the turn it in report.
Learners Declaration: I certify that the work submitted for this unit is my own and the research sources are fully acknowledged.
Learners Signature: Date:
Plagiarism:
Any act of plagiarism will be seriously dealt with according to the colleges and awarding bodies’ regulations. In this context the definition and scope of plagiarism are presented below:
Plagiarism is presenting someone’s work as your won. 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 form 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 college procedure. (For further details please refer to the plagiarism policy and the student code of conduct.)

Due Dates
Issue Date 05/10/2016 Submission Date 23/12/2016
Due Task- 1 Final due date where e-learning will be blocked for April 2016 intake 10/03/2017
Due Task- 2
Assignment Guidelines:
? Use a standard report structure, Word-process the report and use Normal script of a proper font size 12.
? Produce an academic report, detailing the above issues with an approx. word limit of 3500 words.
? Complete the title page and sign the statement of authenticity.
? The Assignment front sheet should be attached in the front.
? All work must be uploaded on turnitin before the submission date. .
? Assignments submitted after the deadline will not be accepted unless mitigating and may be entitled for a late fee.
? Collusion and Plagiarism must be avoided.
? Start each answer on a new page and pages should be numbered. Highlight each question clearly.
? Include a Bibliography at the end of the assignment and use the Harvard referencing system.
? All work should be comprehensively referenced and all sources must be fully acknowledged, such as books and journals, websites (include the date of visit), etc.
? Try to give the page numbers, publishers’ details and the year of publication
? In order to pass you need to address all the LO and AC
? In order to get a merit you need to address the characteristics of pass and address M1, M2,M3
Use a common format for the questions, for example:
? Introduction (analyse the question.)
? Underpinning Knowledge (write about the relevant theory/points)
? Applied knowledge(Data Analysis)
? Conclusions and Recommendations (summarizing the whole scenario keeping in view pass, merit, distinction criteria.)
Guidance in addition to the Pass criteria’s, this assignment gives you the opportunity to submit evidence in order to achieve the following Merit and Distinction grades. Assessment Grid indicating their pass, merit and distinction:
Unit: 4 Marketing Principles
Outcomes/criteria: Indicative characteristics Contextualised Feedback
P1. Understand the concept and process of marketing
P2. Be able to use the concepts of
segmentation, targeting and
positioning
P3. Understand the individual elements of the extended
marketing mix
P4. Be able to use the marketing mix in different contexts As per the assessment criteria specified for pass
Do

Do Task 1

Task 1

Task 2
Merit grade Description: Contextualisation
M. Identify and apply strategies to find appropriate solutions. • An effective approach to study and research has been applied
• Effective judgements have been made To achieve M1, use an effective approach to study and research and make effective judgement to evaluate the benefits and costs of a marketing orientation for a selected organisation. Demonstrate how buyer behaviour affects marketing activities in different buying situations. Illustrate how promotional activity is integrated to achieve marketing objectives. Illustrate differences in marketing products and services to businesses rather than consumers. (Task 1: AC 1.2, 2.4, 3.4 and Task 2: AC 4.2)
M2. Select/ design and apply appropriate methods/ techniques. • A range of methods and techniques have been applied
• A range of sources of information has been used To achieve M2 use a range of methods and techniques to the relevant sources of information in the chosen company context to be able to use the concepts of segmentation, targeting and positioning. (Task 1: AC 2.1 and Task 2: AC 4.3 )
M3. Present and communicate appropriate findings. • Coherent, logical development of principles/concepts for the intended audience
• A range of methods of presentation have been used and technical language has been accurately used To achieve M3, you need consistent and logical development of principles/concepts for the intended audience with the help of appropriate methods of presentation and use appropriate business terminology within context. (Task 1 and Task 2)
Distinction Grade Description:
D1. Use critical reflection to evaluate own work and justify valid conclusion. • The validity of results has been evaluated using defined criteria
• Conclusions have been arrived at through synthesis of ideas and have been justified To achieve D1, evaluate the validity of results through the conclusion where ideas should have been justified to use the marketing mix in different contexts. (Task 1: AC 3.1, 3.2, 3.3, 3.4)
D2. Take responsibility for managing and organizing activities. • Activities have been managed
• The unforeseen has been accommodated To achieve D2, you need to accommodate the unforeseen area and the activities should have been managed efficiently to use the concepts of segmentation, targeting and positioning. (Task 1: AC 2.2, 2.3, 2.5)
D3. Demonstrate convergent, lateral and creative thinking • Innovation and creative thought have been applied
• Self-evaluation has taken place To achieve D3, you need to apply creative innovation and self -evaluation to use the marketing mix in different contexts. (Task 2: AC 4.1)

ASSIGNMENT Brief
Unit Number and title Unit 4: Marketing Principles
Qualification BTEC HND Business (Level 4)
Start Date 5th October 2016
Hand-in/Dead line 23rd December 2016/10th March 2017
Assessor

TASK 1
Scenario: The marketing world is becoming more and more focused on directly connecting with consumers and making the marketing experience more personal. Consumer marketing managers lead teams of marketing agents through the successful implementation of a marketing campaign.

As a newly appointed assistant to the Marketing Manager, you are required to carry out a detailed marketing analysis of one of the following company:
? Aldi
? McDonald’s
? IKEA
? Barclays
? EE Limited
As part of this report you also need to carry out a market environment situation analysis, using a range of tools and techniques suitable for each market situation.

Task 1: The objective of task 1 is to
LO1 Understand the concept and process of marketing.
Explain the various elements of the marketing process (AC 1.1) and evaluate the benefits and costs of a marketing orientation for a selected organisation (AC 1.2).
LO2 Be able to use the concepts of segmentation, targeting and positioning.
Show macro and micro environmental factors which influence marketing decisions with the help of appropriate tools and techniques (AC 2.1). Propose segmentation criteria (AC 2.2) and choose a target strategy (AC 2.3) in different markets for a selected product/service. Demonstrate how buyer behaviour affects marketing activities in different buying situations (AC 2.4) and propose new positioning for a selected product/service (AC 2.5).

LO3 Understand the individual elements of the extended marketing mix

You also need to explain how the products/services are developed to sustain competitive advantage (AC 3.1). Explain how distribution is arranged to provide customer convenience (AC 3.2) and explain how prices are set to reflect an organisation’s objectives and market conditions AC 3.3). Illustrate how promotional activity is integrated to achieve marketing objectives (AC 3.4) and analyse the additional elements of the extended marketing mix for the chosen company (AC 3.5).

For the Merit and Distinction criteria, please refer to the marking scheme (Page no 4 & 5)

Task 2
Scenario: A better customer experiences are made up of appropriate marketing approach. The end result is improved customer retention and improved conversion rates both within and across national boundaries.

Following the report developed in Task 1 for your chosen company, you are required to develop another report on the topic mentioned in task 2 below.

The objective of task 2 is to be able to address LO4 addressing the AC’s as specified
(LO 4) Be able to use the marketing mix in different contexts

Plan and recommend marketing mixes for the two different segments in consumer markets (AC 4.1)
Illustrate differences in marketing products and services to businesses rather than consumers (AC 4.2).
Show how and why international marketing differs from domestic marketing and show how you could implement a marketing strategy to market abroad. (AC 4.3)

Achievement Summary
The Following Sections to be completed by the assessor:
Centre Name: Regent HE
Campus:
Centre Number:
Please note that the assessor’s signature below denotes conformation that he/she has in no way influenced the outcome of the assessment:
Assessors Name:
Assessors Signature:
Learners Name (to be filled by the Assessor)
Intake: Cohort: Term: Campus:
Learners Edexcel Reference Number
Has the unit been Internally Verified? Y/N
Date of verification:
Name of the Internal Verifier:
Internal verifiers signature:
If Sampled ,Internal verifiers comments on the assignment brief:

Evidence Checklist Summary of the evidence required by the student Evidence presented
Task 1
Task 2
Unit Outcomes
Outcome Evidence for the criteria to pass, merit and distinction as specified in the student feedback and contextualised. Assessors decision Internal verification decision. (agree, disagree)
Scenario: The marketing world is becoming more and more focused on directly connecting with consumers and making the marketing experience more personal. Consumer marketing managers lead teams of marketing agents through the successful implementation of a marketing campaign.

LO 1. Understand the concept and process of marketing AC 1.1- Explain the various elements of the marketing process
AC 1.2- Evaluate the benefits and costs of a marketing orientation for a selected organisation
LO 2 Be able to use the concepts of
segmentation,
targeting and
positioning AC 2.1 – Show macro and micro environmental factors which influence marketing decisions
AC 2.2- Propose segmentation criteria to be used for products in different markets
AC 2.3 – Choose a targeting strategy for a selected product/service
AC 2.4 – Demonstrate how buyer behaviour affects marketing activities in different buying situations
AC 2.5 – Propose new positioning for a selected product/service
LO 3 Understand the individual elements of the extended
marketing mix AC 3.1 – Explain how products are developed to sustain competitive advantage
AC 3.2 – Explain how distribution is arranged to provide customer convenience
AC 3.3 – Explain how prices are set to reflect an organisation’s objectives and market conditions
AC 3.4 – Illustrate how promotional activity is integrated to achieve marketing objectives
AC 3.5 – Analyse the additional elements of the extended marketing mix
Contextualised Feedback for Task 1 (reflecting AC 1.1, 1.2, 2.1, 2.2, 2.3, 2.4, 2.5, 3.1, 3.2, 3.3, 3.4 & 3.5 Pass merit and distinction.)
IV comments towards
Task 1
TASK 2 Scenario: A better customer experiences are made up of appropriate marketing approach. The end result is improved customer retention and improved conversion rates both within and across national boundaries.
Following the report developed in Task 1 for your chosen company, you are required to develop another report on the topic mentioned in task 2 and Address the LO4 and AC as specified below
LO 4. Be able to use the marketing mix in different contexts AC 4.1- Plan marketing mixes for two different segments in consumer markets

AC4.2- Illustrate differences in marketing products and services to businesses rather than consumers
AC4.3 – Show how and why international marketing differs from domestic marketing.
Contextualised Feedback for Task 2 (reflecting AC 4.1, 4.2, 4.3, Pass merit and distinction.)
IV comments towards
Task 2
Merit grades awarded M1 M2 M3 P1 P2 P3 P4
Distinction grades awarded D1 D2 D3 Resubmit :
Any other comments

Grade given by the Assessor:
Pass Merit Distinction
Assessors Signature: Date:
IV Grading Check: Comments if any:
Agree
Disagree Modify grade to
IV signature: Date:
Students feedback:
Student Signature: Date:
Plagiarism:
Any act of plagiarism will be seriously dealt with according to the colleges and awarding bodies’ regulations. In this context the definition and scope of plagiarism are presented below:
Plagiarism is presenting someone’s work as your won. 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 form 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 college procedure.

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