BTEC INTERNATIONAL BUSINESS

UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

Research and Plan a

Unit title Key to learning opportunities
Marketing Campaign

Guided learning AW Assignment RS Revision session

90
hours writing
GS Guest speaker V Visit
Number of lessons 45

Duration of IS Independent GW Group work

2
lessons study

Links to other units

Unit 1: Exploring Business

Unit 3: Business Finance

Lesson Classroom
Lesson Topic Suggested activities
type resources

Learning aim A: Explore how different markets are researched using different models and tools
1 Topic A1: The role of GW  Tutor presentation: Outline the learning aims of the unit,  Tutor
marketing how it will be assessed, and the methodology used to deliver the presentation and
Principles and purposes content. The presentation should also include the expectations notes
of marketing: required from learners, particularly in respect of  Flipchart
individual/independent research activities. paper and pens
 anticipating
demand  Tutor-led discussion: Cover the different methods used to for paired activity
market products and services, and whether these are likely to
 recognising
change in the near future. Help learners identify trends towards
demand
mobile marketing and the impact of social media on marketing.
 stimulating
 Learner activity: List the reasons which influenced their
Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work
Issue 1 – February 2020 © Pearson Education Limited 2020
1
 BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

Lesson Classroom
Lesson Topic Suggested activities
type resources

demand purchase of a high-ticket item – price, brand, special offers,

 satisfying promotional activities of the business and other marketing activities.
demand  Paired activity: Learners discuss and decide on a definition of
marketing. Consider whether the approach to marketing is different
in different circumstances (i.e. when a company is anticipating a
demand, aiming to stimulate a demand or aiming to satisfying a
demand).
 Group discussion: Discuss definitions of marketing as a whole
group and come to a group conclusion of the best way to define
marketing.
 Tutor presentation: Overview of ‘What is marketing?’,
including links to market research, consumer behaviour and the
marketing and promotional mix.
 Plenary: Confirm the main learning points and set any
homework.

Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work

Issue 1 – February 2020 © Pearson Education Limited 2020
2
BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

Lesson Classroom
Lesson Topic Suggested activities
type resources
2 Topic A1: The role of GW  Tutor presentation: The role of marketing and its impact on  Online Tutor
marketing consumers. presentation and
Principles and purposes  Paired activity: Learners identify some widely recognised notes
of marketing: businesses and carry out internet research to investigate how these  PCs, laptops
 anticipating businesses market their products. or tablets with
demand internet
connection
 recognising
demand
 stimulating
demand
 satisfying
demand
3–4 Topic A1: The role of GW  Tutor presentation: Introduce learners to the difference  Online Tutor
marketing between aims and objectives. Identify links between corporate presentation and
 Principles of objectives and marketing objectives. notes
marketing applied to an  Group discussion: Ask learners to work as a group to identify  PCs, laptops
organisation’s typical marketing objectives and make a mind map of the results. or tablets with
marketing aims and  Paired activity: Learners research the marketing objectives of internet
objectives: four organisations: a for-profit business, a social enterprise, a charity connection
o distinguishing or trust and a public sector organisation. They should make a
between financial and presentation of their findings.
non-financial  Learners’ presentations: Learners present their findings
objectives from the previous exercise to the whole group.

Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work

Issue 1 – February 2020 © Pearson Education Limited 2020
3
 BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

Lesson Classroom
Lesson Topic Suggested activities
type resources

o understanding  Group discussion: Emphasise how different types of business

customer wants and organisation have different marketing objectives.
needs  Plenary: Confirm the main learning points and set any
o developing new homework.
products
o improving
profitability
o increasing market
share
o diversification
o increased brand
awareness and
loyalty
5 Topic A1: The role of GW  Tutor-led discussion: Discuss the difference between mass  PCs, laptops
marketing and niche markets and introduce the concept of market or tablets with
 Types of market – segmentation. Discuss how markets can be segmented. internet
mass and niche markets  Individual activity: Learners explore a specific market, such connection

 Market as the hair and beauty market or the sports fashion market. They
segmentation should focus on the ways in which segmentation could be used
within that market. Learners present their findings on the type of
 Customer
market, its segments and its characteristics.
relationship
management  Plenary: Use a question and answer session to ensure
learners’ understanding.

Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work

Issue 1 – February 2020 © Pearson Education Limited 2020
4
BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN
Lesson Topic
6 Topic A1: The role of
marketing
 Different
approaches to
marketing in relation to
the size of the business,
budgetary constraints,
new product
development, product
innovation
 Branding, brand
personality, brand
image, unique selling
point (USP), implications
of business size for
marketing activity,
budgetary constraints,
availability of specialist
staff.
7 Topic A2: Market
Research Methods
 Primary research
Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work
Issue 1 – February 2020 © Pearson Education Limited 2020
Lesson Classroom
Suggested activities
type resources
GW  Knowledge quiz: Recap the purpose and benefits of branding.  Quiz (online)
 Tutor presentation: What are brand personality and brand  Online Tutor
image, and how are they established? Give learners a range of presentation and
examples, such as branded grocery or beverage products. notes
 Group discussion: Discuss different approaches to marketing  PCs, laptops
in relation to the size of an organisation, available budget and or tablets with
availability of specialist staff. internet
connection
 Individual research activity: Learners research a range of
recognised global brands from different global markets. For each
brand, they should identify the brand image, the targeted customer
segment and the needs and wants of the customer that are satisfied
by the brand. Alternatively, this could be made into a group or
paired activity where individuals research two brands and then the
group share their research, so they have a wide range of data for
future use.
 Plenary: Confirm the main learning points and set any
homework.
GW  Tutor presentation: Introduce methods of primary research  PCs, laptops
and the benefits and drawbacks of each method. or tablets with
 Paired activity: Learners select a range of primary market internet
research methods, and use these to obtain data from which the size, connection
5
 BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

Lesson Classroom
Lesson Topic Suggested activities
type resources

structure and trends in a given market can be extracted. Learners

should save their research findings for use in later lessons.
 Plenary: Confirm the main learning points and set any
homework.
8  Secondary  Tutor presentation: Introduce methods of secondary  Online Tutor
research: research (internal and external), and the benefits and drawbacks of presentation and
o internal each method. notes

o external
9 Topic A2: Market
Research Methods
 Features of a
research plan
(timescales,
identification of subject
matter, selection and
 Paired activity: Using a range of secondary research sources,  PCs, laptops
learners select appropriate data to add to that already collected in or tablets with
the primary research activity on the size, structure and trends in the internet
same given market. connection
 Group discussion: Ensure learners understand the difference  Journals/
between primary and secondary research methods and when to use newspapers
them.  Government
 Plenary: Confirm the main learning points and set any statistics and
homework. publications
GW  Tutor presentation: On the features of a research plan.  Research
Include timescales, identification of subject matter, selection and from previous
recording of evidence, and drawing conclusions based on research lesson
evidence. Cover the research characteristics of market segmentation
differentiated by demographics, geographics, psychographics and
behavioural factors.
 Paired activity: Learners put together a brief market research

Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work

Issue 1 – February 2020 © Pearson Education Limited 2020
6
BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN
Lesson Topic
recording of evidence,
drawing conclusions
based on research
evidence)
 Research
characteristics of
market segmentation
 Criteria used to
assess the robustness
of research findings
(relevance, timeliness,
validity, reliability,
appropriateness,
sufficiency, currency)
 Difference
between quantitative
and qualitative data and
their application
10 Topic A3: Business
models used in
marketing
 Internal factors
that influence the
features of a marketing
Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work
Issue 1 – February 2020 © Pearson Education Limited 2020
Lesson Classroom
Suggested activities
type resources
plan for a new product/service of their choice.
 Tutor-led discussion: Discuss the validity of the data collected
by learners in lesson 8. Explain how to work out whether the data is
reliable and complete, and whether it gives a sufficient basis on
which a business could decide to undertake a costly marketing
campaign.
 Paired activity: Learners consider the validity of their data
and how it might be improved. They should test it for reliability,
currency and sufficiency.
 Small group activity: Give learners a variety of data and ask
them to sort it into qualitative and quantitative data.
 Group discussion: On qualitative and quantitative data, and
when each should be used.
 Plenary: Confirm the main learning points
GW/V  Tutor presentation: Introduce the internal and external  Online Tutor
factors that influence a marketing campaign. Consider internal presentation and
factors such as: notes
o size of marketing budget and availability of finance  PCs, laptops
o size, culture, ethics and values of the business organisation or tablets with
internet
7

Lesson Topic
campaign (e.g. size of
marketing budget,
availability of finance,
size, culture, ethics and
values of business
organisation)
 External factors
that influence the
features of a marketing
campaign, using the
STEEPLE model
11 Topic A3: Business
models used in
marketing
 Influence on a
marketing campaign of
the position of a
product in the product
life cycle.
Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work
Issue 1 – February 2020 © Pearson Education Limited 2020
BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN
Lesson Classroom
Suggested activities
type resources
o relative cost of different marketing techniques connection
o availability of specialist staff.
Then consider external factors using the STEEPLE analysis (Social,
Technological, Economic, Environmental, Political, Legal, Ethical).
 Plenary: Confirm the main learning points
GW  Tutor presentation: Introduce the concept of the product life  Online Tutor
cycle. Cover the various stages from research and development presentation and
through to withdrawal from the market. Cover suitable extension notes
strategies used by a number of brands. Explain the influence of the
position of a product in the product life cycle on the marketing
campaign that is promoting it.
 Paired activity: Learners identify factors that may influence
the length of the product life cycle and the influence of the position
of a product in the product life cycle on the marketing campaign that
is promoting it.
 Group discussion: Learners contribute ideas from their
paired work to a group discussion.
 Plenary: Discuss the benefits and drawbacks of using the
8
BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

Lesson Classroom
Lesson Topic Suggested activities
type resources

product life cycle model for making marketing decisions.

12 Topic A3: Business GW  Tutor presentation: Give an overview of the marketing mix  Online Tutor
models used in and the extended marketing mix, including their application in a presentation and
marketing marketing campaign. notes
 Application in a  Tutor-led discussion: Discuss what is included in the
marketing campaign of marketing mix (the 4Ps: product, price, place, promotion). Discuss
the marketing mix (the the additional elements that make up the extended marketing mix
4Ps: product, price, (the 7Ps: people, process and physical environment). Explain the use
place, promotion) of the marketing mix in a business establishing their marketing
 The extended plans.
marketing mix (the 7Ps:  Small group activity: Learners examine a range of products
people, process and and apply the 7 elements of the extended marketing mix to each.
physical environment) They then select a new business of their own and set out an
extended marketing mix for this business, giving detailed
justifications for their choices throughout.
 Visit: Visit a local shopping centre to see the application of the
extended marketing mix in a practical setting.
 Individual activity: Research the extended marketing mix, as
applied by specialist online retailers with no high street presence.
 Plenary: Confirm the main learning points and set any
homework.
13 Topic A3: Business GW  Tutor presentation: Explain the role and features of  Tutor
models used in competitor analysis and the implications for a business. presentation and

Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work

Issue 1 – February 2020 © Pearson Education Limited 2020
9

Lesson Topic
marketing
 Role and features
of competitor analysis
and the implications for
a business
 Determination of
competitive forces in a
market using Porter’s
Five Forces Analysis,
and the implications for
a business
14 Topic A3: Business
models used in
Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work
Issue 1 – February 2020 © Pearson Education Limited 2020
BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN
Lesson Classroom
Suggested activities
type resources
 Tutor presentation: Porter’s Five Forces Analysis model. notes
 Small group activity: Give learners several mini case studies  Case studies
for a range of businesses. Learners should be expected to make
reasoned marketing decisions by applying Porter’s Five Forces
Analysis model to individual case studies.
 Tutor presentation: Explain the concept of the external
environment in which businesses operate. Consider the political,
economic, social, technological, environmental and legal
environment.
 Small group activity/group discussion: Learners consider
how a business should respond to its external environment.
Learners create two tables to list some possible external influences –
one for a large business and one for a small business. These should
contain the following headings:
o political
o economic, fiscal, monetary and other policies
o social
o technological
o environmental
o legal.
 Plenary: Confirm the main learning points.
GW  Tutor presentation: Introduce the components of the  Online Tutor
promotional mix (advertising, public relations, publicity sales presentation and
10
BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

Lesson Classroom
Lesson Topic Suggested activities
type resources

marketing promotion, direct marketing and personal selling) and their notes
 Components of application in a marketing campaign.
the promotional mix  Tutor-led discussion: Discuss examples of product
(advertising, public positioning: its purpose and contribution to the development of a
relations, publicity sales marketing campaign aimed at specific target groups.
promotion, direct  Small group activity: Learners select a business, research its
marketing and personal product positioning and share their findings with the group.
selling) and their
 Individual activity: Conduct some local research by collecting
application in a
leaflets from local businesses of their promotional materials,
marketing campaign
identifying their common features and evaluating their impact on
 Product sales turnover, customer loyalty, etc.
positioning:
 Plenary: Confirm the main learning points.
its purpose and
contribution to the
development of a
marketing campaign
aimed at specific target
groups

Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work

Issue 1 – February 2020 © Pearson Education Limited 2020
11
 BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

Lesson Classroom
Lesson Topic Suggested activities
type resources
15  Preparation for RS  Knowledge quiz: Learners complete a self-marked quiz to  Quiz (online)
assessment check their knowledge of learning aim A. Give verbal feedback
following the quiz.
Independent activity: Learners complete a personal target-setting
activity, based on quiz feedback.
 Tutor presentation: Highlight the main themes covered in the
learning aim and how they relate to each other and the next learning
aims to be covered.
 Plenary: Confirm the main learning points.

Learning aim B: Explore approaches to product marketing nationally and internationally

16 Topic B1: Research the
characteristics of a
market
 To identify target
markets and segments
GW  Tutor presentation: Outline the learning aim, how it will be
assessed, and the methodology used to deliver the content. The
presentation should also include the expectations required from
learners, particularly in respect of individual/independent research
activities.

 To identify size,  Tutor-led discussion: Give feedback to the learners on their

structure and trends in formative assessment, highlighting good practice and addressing
the market any issues or weaknesses.

 To identify  Tutor-led discussion: Define the concept of a target market

competition and its segments. Give examples of the target markets for some
well-known business organisations.
 Small group activity: Give learners a set of matching cards.
Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work
Issue 1 – February 2020 © Pearson Education Limited 2020
12
BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

Lesson Classroom
Lesson Topic Suggested activities
type resources

Half the cards should give descriptions of different target markets,

and half an appropriate campaign to cater for each market. Ask
learners to match the target market with the appropriate campaign.
 Group discussion: Consider which marketing methods are
best for different target markets and why.
 Plenary: Confirm the main learning points.
17 Topic B1: Research the  Tutor presentation: Cover the effect of competition on  Online Tutor
characteristics of a business in terms of marketing strategy used, pricing strategies and presentation and
market location. notes
 Research and  Paired activity: Give learners a case study on a specific  Case studies
analyse the effect of business (this could be a large international business and should be
competitors on the different for each pair). Ask learners to research the competitors of
business the business and analyse the effect competitors have had on the
operation of the business.
 Learners’ presentations: Each pair presents their findings to
the whole group.
 Plenary: Confirm the main learning points.
18 Topic B2: Research GW  Knowledge quiz: Learners answer questions on how business  Quiz (online)
marketing campaigns organisations select appropriate aims and objectives to suit their  Case studies
 Selection of business goals in a range of different contexts.
appropriate marketing  Tutor-led discussion: Introduce the use of SMART targets
aims and objectives to when setting aims and objectives of marketing campaigns.
suit business goals  Individual activity: Give learners a case study of a business
Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work
Issue 1 – February 2020 © Pearson Education Limited 2020
13

Lesson Topic
 SMART targets
 Marketing mix
and extended
marketing mix in a
marketing campaign
 Adaption of
marketing mix and
budgetary
considerations in light
of changing
circumstances over the
lifetime of a marketing
campaign
 Methods used to
assess the effectiveness
of a marketing
campaign
19 Topic B3: Research the
application of the
promotional mix
 The role of the
internet in promoting
products and services
Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work
Issue 1 – February 2020 © Pearson Education Limited 2020
BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN
Lesson Classroom
Suggested activities
type resources
that requires a marketing campaign for a product/service. Learners
then set the aims and objectives for an appropriate marketing
campaign, using SMART targets.
 Tutor-led discussion: Recap the marketing mix and extended
marketing mix.
 Small group activity: Give learners a case study of a
marketing campaign for a well-known business. Ask them to assess
the effectiveness of that campaign. They should consider the
outcomes of the campaign mapped against objectives, quantitative
and qualitative measures and internet metrics.
 Plenary: Confirm the main learning points.
GW  Tutor presentation: Give an overview of the promotional mix.  Online Tutor
 Tutor-led discussion: Discuss how the role of the internet in presentation and
promoting products and services has evolved over time. notes
 Formative assessment: Learners examine a range of
businesses and identify how the internet has changed how they
promote their products and services over time.
14
BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

Lesson Classroom
Lesson Topic Suggested activities
type resources

 Plenary: Confirm the main learning points and set any

homework.
20 Topic B3: Research the GW  Tutor presentation: Explain the use of different research  Range of
application of the methods and techniques in which a business promotes its products promotional
promotional mix or services to its target market, in relation to: advertising, public materials to
 Advertising relations or publicity, sales promotion, direct marketing, personal stimulate
selling. discussion, e.g.
 Public relations or
 Class discussion: Discuss how to select, with justification, an catalogues,
publicity
appropriate research method. menus, price
 Sales promotion lists, leaflets
 Direct marketing  Tutor presentation: Outline a range of promotional activities,  Online Tutor
 Personal selling e.g. paid-for advertising, sales promotional offers, public relations presentation and
activity, personal selling, sponsorship, celebrity endorsements, notes
product placements in TV and cinema, use of new media, digital
marketing and guerrilla marketing.
 Plenary: Confirm the main learning points.
21 Preparation for RS/GS  Knowledge quiz: Learners complete a self-marked quiz to  Quiz (online)
assessment check their knowledge of learning aim B. Give verbal feedback
following the quiz.
 Formative assignment: Use internet research to compare the
features and characteristics of two different marketing campaigns
for businesses operating in the same market.
 Independent activity: Learners complete a personal target-

Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work

Issue 1 – February 2020 © Pearson Education Limited 2020
15
 BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

Lesson Classroom
Lesson Topic Suggested activities
type resources

setting activity based on quiz feedback.

 Tutor presentation: Highlight the main themes covered in the
learning aim and how they relate to each other and the previous
learning aim covered.
 Plenary: Confirm the main learning points.

Learning aim C: Develop a plan for a marketing campaign for a new product
22 Topic C1: Marketing GW  Tutor presentation: Outline the learning aim, how it will be  Case study
aims and objectives assessed, and the methodology used to deliver the content. The
 Aims and presentation should also include the expectations required from
objectives learners, particularly in respect of individual/independent research
activities. Distribute Sample Assessment Material produced by
Pearson, if available.
 Tutor-led discussion: Establish level of learners’
understanding regarding marketing aims and objectives for business
organisations. Learners should be able to give examples.
 Small group activity: Each group should be given a different
business situation requiring marketing input. These could include a
business launching a new product, the improvement of an existing
product, a change of branding or business diversification. Learners
should decide what the appropriate marketing aims and objectives
should be for the situation they have been allocated.
 Learners’ presentations: Each group presents their work to
the class.

Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work

Issue 1 – February 2020 © Pearson Education Limited 2020
16
BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

Lesson Classroom
Lesson Topic Suggested activities
type resources

 Plenary: Confirm the main learning points.

23 Topic C1: Marketing GW  Tutor presentation: Explain the external business  Online Tutor
aims and objectives environment in a global context. Talk about why it is important for a presentation and
 Application of business to be able to understand the environment within which it notes
research data to undertakes international business, and cover PEST and PESTLE
conduct a situational factors.
analysis
 Paired activity: Learners identify some of the different factors
that may arise when undertaking an environmental analysis of a
national business compared with an international business.
 Plenary: Confirm the main learning points and set any
homework.
24 Topic C1: Marketing GW  Tutor-led discussion: On a PEST/PESTLE/STEEPLE analysis.
aims and objectives  Paired activity: Guide learners in their selection of an
 Application of international business on which to undertake an environmental
research data to analysis. Allocate tasks to different pairs, who are required to
conduct a situational undertake different approaches to the environmental analysis
analysis (PEST, (PEST/PESTLE/STEEPLE).
PESTLE, STEEPLE)  Learner presentations: Learners present the results of their
environmental analysis to the class.
 Plenary: Ensure learners’ understanding with a question and
answer session.

Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work

Issue 1 – February 2020 © Pearson Education Limited 2020
17

Lesson Topic
25 Topic C1: Marketing
aims and objectives
 SWOT analysis to
identify strengths,
weaknesses,
opportunities and
threats
26 Topic C1: Marketing
aims and objectives
 Application of
research data to
determine a target
market, conduct a
competitor analysis and
apply Porter’s Five
Forces Analysis model.
Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work
Issue 1 – February 2020 © Pearson Education Limited 2020
BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN
Lesson Classroom
Suggested activities
type resources
GW  Tutor presentation: SWOT analysis.  Online Tutor
 Paired activity: Ask learners to choose a business they are presentation and
familiar with and carry out a SWOT analysis on the business. They notes
should present their findings to the whole group to create a bank of
analyses of businesses.
 Plenary: Confirm the main learning points.
GW  Tutor presentation: Selection of appropriate marketing aims  Online Tutor
and objectives to suit business goals in a range of different contexts, presentation and
including new product, improved product, branding, diversification. notes
 Tutor presentations and class discussion: on research data
techniques for underpinning situational analysis (SWOT STEEPLE and
how to apply Porter’s Five Forces Analysis.
 Individual activity: Give learners several mini case studies to
determine a target market, conduct a competitor analysis and apply
Porter’s Five Forces Analysis to each, enabling them to see the
application of Porter’s Five Forces across different contexts.
 Paired activity: Learners discuss how this model can be
applied to the preparation for the marketing campaign. Learners
share their thoughts with the group, allowing multiple viewpoints
that they can refer to in the Pearson set assignment.
 Plenary: Confirm the main learning points.
18
BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

Lesson Topic
27 Topic C2: Developing
the rationale
 Interpretation,
analysis and use of data
and other information
to make valid marketing
decisions
 Identification of
any further sources of
information that may be
required
 Evaluation of the
reliability and validity of
the information
obtained
28 Topic C3: The
application of the
marketing mix
 Product
development (form,
function, packaging and
branding)
 Pricing strategies
(penetration, skimming,
Lesson Classroom
Suggested activities
type resources
GW  Tutor-led discussion: Give examples of research for a market,
product or service, then ask learners to identify what the data shows.
 Paired activity: Learners consider how the data could be
analysed and whether they could use graphical representations of
data for ease of understanding. What gaps can they identify in the
data?
 Plenary: Ask learners, ‘Would you invest $50,000 in this
product or marketing campaign, based on the information
collected?’ Ask them to note down the pros and cons.
GW  Tutor presentation: Introduce the advantages and  Online Tutor
disadvantages of a range of distribution channels, giving examples of presentation and
the types of products that suit different channels and the target notes
markets served by each channel.  A range of
 Tutor-led discussion: Discuss examples of the extended products with
marketing mix, such as people, the physical environment and the different price
processes used to sell the product. points to act as
 Tutor presentation: Explain the use of different pricing basis for class
strategies to suit different marketing objectives. Give learners discussion

Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work

Issue 1 – February 2020 © Pearson Education Limited 2020
19
 BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

Lesson Classroom
Lesson Topic Suggested activities
type resources

competitor based, cost examples of different products with different price points and ask  Range of
plus) learners to think about why a particular price point has been promotional
 Promotion selected. materials to
 Class discussion: Discuss how to select, with justification, an stimulate
 Place, distribution
appropriate pricing strategy for a range of products or services. discussion, e.g.
channels
catalogues,
 Extended menus, price
 Tutor presentation: Outline a range of promotional activities
marketing mix lists, leaflets
e.g. advertising, public relations, sponsorship, use of social media,
guerrilla marketing, personal selling, product placement, digital
marketing, corporate image
 Individual activity: Learners research examples of each type
of promotional activity and compile a table showing the advantages
and disadvantages of each type.
 Plenary: Confirm the main learning points.
29 Topic C4: The marketing GW  Tutor-led discussion: Give learners some examples of key  Online Tutor
campaign content from several successful campaigns. Discuss what each presentation and
 Content of the campaign aims to achieve (e.g. brand awareness, lead generation or notes
marketing message conversion, loyalty or upselling). Ask learners to consider whether
the message is clear or cluttered, and whether the campaign is
creative and/or memorable.
 Tutor presentation: Introduce the concept of content
marketing. Explain that the message depends on the target
audience, the media used, the budget and the marketing objectives.
 Paired activity: Learners review either the examples of
Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work
Issue 1 – February 2020 © Pearson Education Limited 2020
20
BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

Lesson Classroom
Lesson Topic Suggested activities
type resources

campaigns that you have given or examples that they have found in
their own research. They should evaluate the campaigns,
considering the following questions:
 Which campaigns are creative?
 Which campaigns would generate new leads?
 Do the campaigns aim to inform or persuade?
 Are the campaigns simple or complex?
 Paired activity: Learners feed back their ideas to the whole
group. Working with their ideas and inspiration from the rest of the
group, each pair works to develop their own message for a given
brand or product.
 Plenary: Confirm the main learning points.
30 Topic C4: The marketing GW  Tutor-led discussion: Recap the extended marketing mix.
campaign  Paired activity: Learners research the key factors influencing
 Selection of an an integrated marketing mix.
appropriate  Formative assessment: Learners research the extended
marketing mix marketing mix and apply the concepts to two contrasting products
and one service. For example, they could consider a brand or a
product such as a MacBook®. Learners should explain how the
selection of an appropriate marketing mix can help products be
successful. They should consider the product, price, place and
promotional methods used to sell the product, but should also
include elements of the extended marketing mix, such as:

Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work

Issue 1 – February 2020 © Pearson Education Limited 2020
21
 BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

Lesson Classroom
Lesson Topic Suggested activities
type resources

 trained professionals employed at the point of sale (people)

 the systems that are in place to sell and deliver the product, or
to train customers how to use the product (processes)
 the layout and ambience of the stores/website (physical
environment).
 Presentation: Learners should verbally present their ideas to
the rest of the class and answer questions about what they have
researched.
 Plenary: Confirm the main learning points and set any
homework.
31 Topic C4: The marketing GW  Tutor-led discussion: On how business organisations select
campaign the most appropriate media for their marketing campaigns.
 Selection of  Paired activity: Learners investigate a wide range of different
appropriate media media, e.g. television, radio, print, internet, signage, product
placement, mobile devices, sponsorship and other opportunities
such as till receipts. They should consider and assess the
characteristics of the media, paying attention to creative and
placement costs, the market reach of the media (e.g. audience
numbers and demographic scope), channels served, length of
exposure, ability to track responses and suitability for the
product/message.
 Plenary: Confirm the main learning points.

Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work

Issue 1 – February 2020 © Pearson Education Limited 2020
22
BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

Lesson Classroom
Lesson Topic Suggested activities
type resources
32 Topic C4: The marketing GW  Tutor-led discussion: Introduce ways to set budgets, e.g. as a  PCs, laptops
campaign percentage of revenue, as a best guess, by working out what the or tablets with
 Allocation of the business can afford, and by matching competitors spend. internet
campaign budget  Tutor presentation: Introduce the costs to be considered, e.g. connection

 Timelines for the creative costs, printing/exposure costs and technical costs such as  Online Tutor
campaign, including website coding and management time. presentation and
monitoring milestones  Paired activity: Learners research the individual costs of a notes
marketing campaign using the internet and other sources of
information.
 Paired activity: Learners investigate the length of time
required for creative design and the implementation of successful
marketing campaigns. They should then create an appropriate
timeline, remembering to allocate time for monitoring and assessing
the effectiveness of the campaign.
 Tutor presentation: Introduce the concept of the return on
advertising expenditure, linked to SMART targets and both
quantitative and qualitative outcomes.
 Plenary: Confirm the main learning points.

Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work

Issue 1 – February 2020 © Pearson Education Limited 2020
23
 BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

Lesson Classroom
Lesson Topic Suggested activities
type resources
33 Topic C4: The marketing GW  Tutor presentation: How to measure the success or failure of  Case study
campaign a marketing campaign, and how to assess marketing return on data on costs
 How the investment: and revenues/
campaign is to be  formula: profits/leads
evaluated (Return – Investment) generated
(Investment)  Online Tutor
 number of units sold presentation and
notes
 gross/net profit generated
 leads generated
 likes on social media.
 Class discussion: Discuss how the campaign evaluation data
will be captured (e.g. telephone numbers, social media).
 Individual activity: Learners select two versions of a
campaign using different media. Give learners cost and
response/sales data and ask learners to evaluate each method and
select the most appropriate for the message/product.
 Plenary: Confirm the main learning points.

Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work

Issue 1 – February 2020 © Pearson Education Limited 2020
24
BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

Lesson Classroom
Lesson Topic Suggested activities
type resources
34–35 Topic C5: GW  Tutor-led discussion: Building on the work done in the  Case study
Appropriateness of a previous session, lead a class discussion on how to evaluate the showing detail of
marketing campaign appropriateness of a marketing campaign. a recent
 How far the  Paired activity: Give learners a case study of a marketing marketing
marketing activity campaign to evaluate whether it is appropriate or not. Give learners campaign for a
reinforces brand value a series of question prompts that they need to respond to, e.g.: major
international
 Sustainability of  Does the campaign reinforce brand values, and if so how?
brand
marketing activities  Are the marketing activities sustainable over time with
 Flexibility of the justification?
campaign to respond to  Can the campaign be changed if internal or external influences
both internal and change?
external changes
 Does the campaign meet the stated goals? Use examples to
 Relevance to justify responses.
organisational goals
 Does the campaign reach the right target audience?
 Appropriateness
 Are there any ethical or legal considerations that need to be
to target market
addressed?
 Legal and ethical
 Learner presentations: Learners present their findings to
considerations
peers. Encourage learners to give each other feedback.
 Plenary: Ensure learners’ understanding with a question and
answer session.
36 Topic C6: Formal  Tutor presentation: Show learners how to set out a formal  Online Tutor
business reports report and the main headings required. Also address the best presentation and
practice points to consider when preparing a slide presentation, plus notes
Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work
Issue 1 – February 2020 © Pearson Education Limited 2020
25
 BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

Lesson Classroom
Lesson Topic Suggested activities
type resources

 Presentations the importance, style and format of speaker notes.

and report writing:  Class discussion: Most learners will have had access to
utilisation of presentation software during their education, but this cannot be
appropriate formats, taken for granted. Measures will need to be put in place for those
presentation learners who are not confident in using presentation software.
software and Discuss learners’ level of experience with presentation software as a
techniques class and demonstrate how to use it.
 Individual activity: Give learners time to practise using
presentation software.
 Tutor presentation: Highlight the main themes covered in the
learning aim and how they relate to each other and the previous
learning aims covered.
 Plenary: Confirm the main learning points and set any
homework.
37–38 Practice assessment AW  Formative assessment: Give learners a product and get them  Product for
activity to develop a marketing campaign for it. This will include: learners to
 an appropriate message market

 a suitable marketing mix

 a selection of appropriate media
 an established budget and timeline for the campaign
 a discussion of how the success of the campaign could be
evaluated.

Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work

Issue 1 – February 2020 © Pearson Education Limited 2020
26
BTEC INTERNATIONAL BUSINESS
UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

Lesson Classroom
Lesson Topic Suggested activities
type resources
39 Preparation for RS  Knowledge quiz: Learners complete a self-marked quiz to  Quiz on
assessment check their knowledge of learning aim C. Give verbal feedback learning aim C
following the quiz.
 Independent activity: Learners complete a personal target-
setting activity based on quiz feedback.
 Plenary: Confirm the main learning points and set any
homework.
 Learner-led preparation for assessment: Recap all topics.
40-41 Pearson set assignment IS  Lead-in: Issue the Pearson set assignment to learners and  Pearson set
Activity 1: research answer any general questions about the assessment process. assignment
 Individual activity: Learners produce an individual research
plan and undertake the research element of the assignment.
42–44 Pearson set assignment AW  Individual learner activity: Learners complete all activities in  Pearson set
– Activities 2 and 3 the Pearson set assignment. assignment
 Tutor: Collect completed assignments for assessment.

Pearson is not responsible for the content of any external internet sites. It is essential for tutors to preview each website before using it in class so as to ensure that the URL is still
accurate, relevant and appropriate. We suggest that tutors bookmark useful websites and consider enabling students to access them through the school/college intranet.

Pearson BTEC International Level 3 Qualifications in Business – Scheme of Work

Issue 1 – February 2020 © Pearson Education Limited 2020
27