Edexcel BTEC Level 5 Higher

National Diploma in
Business Management
Unit:

Marketing Principles

Credit Value:

15 credits

QCF Level 4

Unit Code: F/601/0556

Assignment ref:
4/Term2/2012

Learning Outcomes:
1 Understand the concept and process of marketing
2 Be able to use the concepts of segmentation, targeting and
positioning
3 Understand the individual elements of the extended marketing
mix
4 Be able to use the marketing mix in different contexts.

Learners Name:
Edexcel Registration No.
Group:
Date issued:

25th January 2012

Submission due dates:

Tutors Name:

Dr Mabel Zvobgo

Date submitted:

Date for re-submission:

Date re-submitted:

Birmingham Management Training College

Centre number: 26504

The work for this assignment must be submitted in accordance with the instructions given at the end
of the assignment.
You are reminded that late work will not be accepted for assessment.
Please read the following statements and tick if you understand and agree:
Plagiarism occurs when a person uses another persons work or ideas and claims that they are their
own. Plagiarism can take the form of direct, word-for-word copying or the theft of the substance or idea
of the work
It is plagiarism if I attempt to pass someone elses work off as my own, even if I have changed some of
the original words or original structure or the originator of the work has given me permission
It is plagiarism if I do not make a clear distinction between my own commentary and the views,
quotations and commentary of others by clearing referencing them as such
It is plagiarism if I use quotations, ideas or comments of another person, but fail to reference them
correctly because I cant remember the original source of the information
I understand that if I work with another on the assignment, I must clearly mark the sections of work
which were prepared together, and that which is my own work
I understand that to avoid plagiarism I must ensure that I correctly reference any paraphrases or
quotations used within my work.
.

Student Declaration
I declare that all the work submitted for this assignment is my own work or, in the case of group work, the work
of myself and the other members of the group in which I worked, and that no part of it has been copied
from any source.
I understand that if any part of the work submitted for this assignment is found to be plagiarised none of the
work submitted will be allowed to count towards the assessment of the assignment.

Student Signature

Date work handed in

Students Name

Aims:
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This unit aims to provide learners with understanding and skills to the
fundamental concepts and principles that underpin the marketing process.

Unit Abstract:
This unit gives learners the opportunity to apply the key principles of marketing.

The unit looks at definitions of marketing and what is meant by marketing

orientation and marketing process. Learners consider the use of environmental
analysis in marketing and carry out the micro and macro analysis.

They also

investigate the importance of market segmentation, buyer behavior and

positioning.

The unit also looks at the elements of both the original and 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.
Learning outcomes for this assignment:
1.
2
3
4

Understand the concept and process of marketing

Be able to use the concepts of segmentation, targeting and positioning
Understand the individual elements of the extended marketing mix
Be able to use the marketing mix in different contexts

Instructions:
1. Task 1, 2 and 3 requires you to produce a business report addressed
to the Marketing Director of your chosen organisation.
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2. The word count of the report is 2500-3000 words

3. Word process the assignment and justify the margins
4. Use 12 point on Times New Roman script and double spacing
5. Task 4 requires you to prepare and deliver a PowerPoint presentation
of 12-15 slides(excluding references and appendices to be delivered
over 15 minutes (including answers and questions)

Scenario
Assuming you are the Marketing Manager of an organisation with which you are familiar and
at a meeting with the Marketing Director, you were informed that the Managing Director of
the organisation has tasked the Marketing department to bring awareness to the employees on
Marketing principles. The Marketing Director asked you to write a report addressing all issues
at task 1, 2 and 3.

TASK 1
Learning Outcome 1: Understand the concept and process of marketing
1.1 Explain the various elements of the marketing process

You are required to consider the following in formulating you answer:

Market audit, integrated marketing, environmental analysis, SWOT analysis,
marketing objectives

1.2 Evaluate the benefits and costs of marketing oriented organisation that
you are familiar with.

You are required to consider the following in formulating you answer:

desired quality, service and customer care, relationship marketing, customer
retention, customer profitability, costs of too narrow marketing positioning
TASK TWO
Learning Outcome 2: Be able to use the concepts of segmentation, targeting
and positioning
2.1 Show macro and micro environmental factors which influence marketing
decisions in your chosen organisation

You are required to consider the following in formulating you answer:

macro: environmental scanning, political, legal, economic, socio-cultural,
ecological and technological factors , micro: stakeholders, direct and indirect
competitors, Porters five forces)

2.2 Propose segmentation criteria to be used for products/services in

different markets for your chosen organisation

You are required to consider the following in formulating you answer::

geographic, demographic, psychographic and behavioural, evaluation of segments

2.3 & 2.5 Select a product/service from your chosen organisation, choose a
targeting strategy and propose new positioning for the product/service

You are required to consider the following in formulating you answer:

undifferentiated, (mass) marketing, differentiated (segmented marketing),
concentrated (niche) marketing and Micromarketing-( local or individual
marketing). Company resources, product variability, product life cycle, market
variability competitors marketing strategies. 1 Positioning definition and
meaning, influence over marketing mix factors, value positioning, and positioning
statement

2.4 Demonstrate how buyer behaviour affects marketing activities in

different buying situations

You are required to consider the following in formulating you answer:

environmental influences, personal variables-demographic, sociological,
psychological, motivation, social factors, physiological stimuli, attitudes, other
lifestyle and life cycle variables, consumer and organisational buying

Tasks 3
Learning Outcome 4: Be able to use marketing mix in different contexts

4.1 Plan marketing mixes for two different segments in consumer markets

You are required to consider the following in formulating you answer:

product, place, price, promotion and the 3 soft Ps-people, processes and physical
evidence.

4.2 Illustrate differences in marketing products and services to businesses

rather than consumers

You are required to consider the following in formulating you answer:

Differences of organisational and consumer markets

4.3 Show how and why international marketing differs from domestic marketing

You are required to consider the following in formulating you answer:

Globalisation, culturally differences , standardisation versus adaptation, the EU , benefits
and risk ; markets attractiveness, international marketing mix strategies

TASK 4
Learning Outcome 3 Understand the individual elements of the extended
marketing mix
Scenario;
7

As a newly appointed marketing manager of your organisation you are tasked to

convince the board to increase the marketing budget for 2012 in this difficult
economic period. You are asked to deliver a 15 minutes power point presentation to
members of the Board on the 7th March 2012. Your presentation should consist of
12-15 slides (excluding references and appendices). You are expected to address
the following issues below (3.1. 3.2. 3.3. 3.4 and 3.5):
3.1 Explain how the products of your chosen organisation are developed to
sustain competitive advantage

You are required to consider the following in formulating you answer:

Research and development and new product development

3.2 Explain how distribution is arranged to provide customer convenience in

your chosen organisation.

You are required to consider the following in formulating you answer:

Customer convenience and availability ,integration and distribution systems,
franchising, physical distribution management and logistics and channel selection

3.3 Explain how prices are set to reflect your chosen organisations objectives
and market conditions.

You are required to consider the following in formulating you answer:

Pricing strategies, costs psychological and discriminatory and ethical issues

3.4

Illustrate

how

promotional

activity

organisations marketing objectives

is

integrated

to

achieve

your

You are required to consider the following in formulating you answer:

Effective communication process (SOSTT +4Ms.) Promotional mix elements; push
and pull strategies; advertising above and below the line including packaging, public
relations and sponsorship, sales promotion, direct marketing and personal selling ;
branding , internet and online marketing

3.5

Analyse the additional elements of the extended marketing mix applying

to your chosen organisation

You are required to consider the following in formulating you answer:

Concept of the extended marketing mix, significance of the soft elements of
marketing (people, physical evidence and process management)

Student Guidelines
1. You should use diagrams and tables of figures where appropriate ensuring that
you reference their source.

2. Referencing Information Sources: You should reference all information

gathered from published materials and the internet in the text of your
assignment and in a complete reference at the end of each report using the
Harvard referencing system.

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3. Reports: The report tasks must be typed. Hand written assignments will not
be accepted unless prior permission has been granted.

Word process the assignment and justify the margins

Use 12 point on Times New Roman script and double line spacing
Use the Harvard referencing system
Number pages

Students with disabilities must inform the tutor that another person will be
typing the assignment and that person must be approved by the tutor in advance.

4. Word Limits: Assignment should be completed within 2500-3000 words.

Word counts do not include tables of figures, diagrams, title pages, contents
pages, references, the final reference and any appendices.

5. Penalties for Late Submissions: Late submissions will be assessed and grades
awarded at the beginning of next term. Late assignments that were referred
must then be corrected and submitted by the fourth week of that term
otherwise it will not be re-assessed until the term after that.

6. Portfolios of Evidence: Students should keep copies of all assignments they

submit for assessment and make a portfolio of their work together with the
assessment feedback and grading. The portfolio will be required at the time of
standards moderation by Edexcel. All grades awarded are provisional and do not
become confirmed until Edexcel standards verifier has approved them.

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Learning outcomes and assessment criteria

Learning outcomes
On successful completion of
this unit a learner will:
LO1
Understand the concept and process of
marketing
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

Assessment criteria for pass

The learner can:
1.1 explain the various elements of the
marketing process
1.2 evaluate the benefits and costs of a
marketing orientation for a selected
organisation
2.1 show macro and micro environmental
factors which influence marketing decisions
2.2 propose segmentation criteria to be used
for products in different markets
2.3 choose a targeting strategy for a selected
product/service
2.4 demonstrate how buyer behaviour affects
marketing activities in different buying
situations
2.5 propose new positioning for a selected
product/service
3.1 explain how products are developed to
sustain competitive advantage
3.2 explain how distribution is arranged to
provide customer convenience
3.3 explain how prices are set to reflect an
organisations objectives 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
4.1 plan marketing mixes for two different
segments in consumer markets
4.2 illustrate differences in marketing
products and services to businesses rather
than consumers
4.3 show how and why international
marketing differs from domestic marketing.

Assessment Criteria for Merit

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Learning Outcome:
In order to achieve
merit a learner must:
M1

Assessment Criteria

Identify and apply

strategies to find
appropriate solution

M2

Select/design and apply

appropriate
methods/techniques

M3
Present and communicate
appropriate findings.

Effective judgment have been made to choose

a targeting strategy for a selected product
or service (2.3)
Strategies have been explored to explain the
various elements of the marketing mix (1.1)

Relevant theories and techniques have been

applied:
to propose segmentation criteria for products
to be used in different markets (2.2)
to propose a new positioning for a selected
service or product the (2.5)
to how products are developed to sustain
competitive advantage (3.1)
Range of methods and techniques has been
employed like text books, internet, journals,
newspapers, etc. and Harvard referencing
have been applied throughout

Logical and coherent judgment have been

made to;

plan for marketing mixes for two different

segments in consumer markets ( 4.1)

explain how prices are set to reflect an

organisations objectives (3.3)
illustrate

the

differences

in

marketing

products and services to businesses rather

than consumers ( 4.2)

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Assessment Criteria for Distinction

In order to achieve a
distinction the learner
must:
D1

Assessment Criteria

Use critical reflection to

evaluate own work and
justify valid conclusions

D2

Take responsibility for

managing and organising
activities

D3

Demonstrate
convergent/lateral
creative thinking

Conclusions have been arrived when analysing

the additional elements of the extended mix
(3.5)
Synthesis has been done to demonstrate
how buyer behaviour affects marketing
activities in different buying situations (2.4)

Autonomy/independence
has
been
demonstrated throughout the complete
assignment
Effective time management has been
demonstrated
Demonstrate the ability to show how macro
and micro environmental factors influence
marketing decisions ( 2.1)
Ideas have been generated and decisions
taken to evaluate the benefits and costs of a
marketing orientation
for a selected
organisation (1.2)
Ideas have been generated and decisions
to illustrate how promotional activity is
integrated to achieve marketing objectives
(3.4)

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