BTEC Assignment Brief
Qualification BTEC Level 3 RQF National Extended Certificate in Marketing
Unit number and title
Learning aim(s)
for NQF only
Assignment title
Assessor
Issue date
Hand in deadline
Vocational Scenario
or Context
Task
BTEC National in Marketing Unit 3 LABC Authorised Assignment Brief v1.0
Published August 2020
BTEC Level 3 RQF National Diploma in Marketing
BTEC Level 3 RQF National Extended Diploma in Marketing
Unit 3: Customer Communications
C: Plan and create customer communications for a specific product
or service
Planning for customer communications
Jodie Cooke
23rd May 2022
9th June 2022
Your next job in your role as a customer communications assistant
is to create a communications plan and materials for the chosen
product or service. The following marketing objectives for the next
three months have been set by the client:
 to increase brand awareness
 to increase digital engagement.
You need to produce a thorough and sophisticated customer
communications plan for your chosen product or service, which
includes the following:
o an assessment of the client’s objectives
o a rationale for the plan
o the target audience and their characteristics
o appropriate/well-developed message content and appeal,
with consistency and frequency, which fit with the customer
and organisation
o communications mix, including online and offline channels
o segmentation, targeting and positioning
o media and coverage
o resources: physical, human, financial and technological
o constraints, risks and contingency planning: timescales,
budget, ethics and competition
o measurable and evaluation criteria.
You now need to develop the actual materials using relevant tools
and processes, following an evaluation of the needs of the client.
You can then include these as appendices in your plan.
1
 Checklist of evidence  Customer Communication Proposed Plan for Client
required
Criteria covered by this task:
Unit/Criteria reference To achieve the criteria you must show that you are able to:
Develop a thorough communications plan and materials with
3/BC.D2 effective use of relevant tools and processes for a specific product
or service.
Develop a detailed communications plan and materials informed
3/C.M3
by detailed assessment of objectives.
Develop a communications plan that meets set objectives and
3/C.P5
includes an appropriate message and communication mix.
Develop communication materials that appropriately meet set
3/C.P6
objectives.
Sources of information to Websites
support you with this www.wheelhouseadvisors.net
Assignment The importance of a customer communications plan
www.customerthink.com
Ten tips for effective communication with customers
www.smartcommunications.com
How to communicate with customers smarter
www.smartinsights.com
The AIDA model
www.marketing91.com
The DAGMAR model
www.communicationtheory.org
Communication theory
www.thegoodmarketer.co.uk
An example of a marketing agency

BTEC National in Marketing Unit 3 LABC Authorised Assignment Brief v1.0 2

Published August 2020