Pearson BTEC International Level 3 Certificate, Subsidiary Diploma,

Foundation Diploma, Diploma, Extended Diploma

June 2023 – Version 1

Recommended time 9 hours Paper
reference 40908M
Business
Enterprise and Entrepreneurship
UNIT 2: Research and Plan a Marketing Campaign
Pearson Set Assignment Brief
Single Part Assessment

You do not need any other materials.

For use with:

Pearson BTEC International Level 3 qualifications in Business
Pearson BTEC International Level 3 qualifications in Enterprise and
Entrepreneurship

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 Instructions to Teachers and Tutors
The Pearson Set Assignment will be assessed internally by the centre using the unit
assessment criteria detailed in the qualification specification. The assignment will be
sampled by the Standards Verifier as part of the standards verification.
Conditions of supervision
The Pearson Set Assignment should be undertaken in conditions that assure the
authenticity of outcome. This may require supervision.
We advise that the Pearson Set Assignment be completed in sessions that come to a total
of 9 hours. The Pearson Set Assignment should not be shared with learners prior to the
start of the assessment period. Teachers/tutors are responsible for security of the Pearson
Set Assignment and materials.
Outcomes for submission
Learners must complete this set assignment on a computer using word processing
software. Learners must save their work regularly and ensure that all materials can be
identified as their work.
Learners must submit their own, independent work as detailed in the set assignment.
Each learner must complete an authentication sheet.
It is important that the evidence provided can be independently authenticated by a
Standards Verifier. It is, therefore, required that there be evidence of research taking
place. Annotated screen prints of research would support the evidencing of this activity.

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 Instructions to Learners
Read the Set Assignment Information and Set Assignment carefully.
You will be asked to carry out specific activities under supervised conditions, using the
information provided. You will be given more than one timetabled session to complete
these activities, including time to produce preparatory notes to support you during the
assessment. Your teacher/tutor will advise you of the scheduled sessions for this work.
Your preparatory notes should:
• be individually and independently prepared by you
• contain a maximum of four sides of A4, either handwritten or typed
(if typed 12-point font)
• use short, bullet-point style information, and cannot contain long narrative pieces
of text.
At all times you must work independently and must not share your work with other
learners. You must complete an authentication sheet and submit this along with
your work.
This document contains the information you need to prepare for the Set Assignment.

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 Set Assignment Information
Scenario
Plastic waste in the ocean is a global concern. Millions of tons of plastic are to be found in
the world’s oceans, causing harmful pollution to sea life.
OP Bags has a reputation for creating durable, practical and beautiful bags. The company
has recently partnered with an organisation that collects plastic from waterways
and beaches so that it does not find its way into the ocean. Most of the plastic can
be recycled and processed into a material that is used to manufacture a strong and
waterproof fabric. OP Bags has designed a new range of backpacks using this fabric,
the OP Sea, which it intends to sell through a small number of physical stores in Europe,
North America, and the UK. The bags are also available globally through its website. The
backpacks are available for an average price of $70 each.
The backpacks come in a range of colours, have been designed for comfort and to hold
a laptop and other devices, securely and safely. There are internal compartments for
accessories and an external compartment for a drinks bottle. The internal compartments
are secured by zips and one compartment is designed to be anti-theft.
OP Bags believes that its ethical approach in helping to remove plastics from entering
the oceans will encourage more interest in its new range of products.
The target market is students who may need to take a laptop to school, college or
university, and workers who may need to take a laptop between work and home.
You have been given responsibility for creating a marketing campaign for OP Sea. The
campaign budget is $60 000 and should run for six months.

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 Set Assignment
You must complete ALL activities.
ACTIVITY 1
Research the market
You are required to independently investigate the market for backpacks made from
recycled materials.
Your research should incorporate appropriate methods. You may wish to consider
researching weekly/monthly marketing journals, marketing and/or advertising agency
websites, business consultancies and more general business sources.
Make notes on your research (to use for the rationale in Activity 2), covering:
• competitors
• market size, share and structure
• target market
• trends
• external influences.
In addition, you should also research an existing marketing campaign from a competitor
of OP Bags. Write up the results of the research in a report that evaluates the
effectiveness of this campaign, covering the following:
• costs
• timescales
• media used
• message communicated
• use of marketing tools to enhance the effectiveness of the campaign
• appropriateness of the campaign.
This activity covers learning aims A and B.
A.P1
B.P3, B.P4, B.M2, B.D2

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ACTIVITY 2
Produce a marketing campaign rationale
Based on the research you have carried out in Activity 1, prepare a rationale for your
marketing campaign for OP Sea. You should use marketing tools and models and cover:
• marketing aims and objectives
• research data on the market to include:
• an analysis of your research, using appropriate tools
• target market
• size, structure, trends
• competitor analysis
• judgements relating to the reliability and validity of the information researched
• reasons for the approach you have taken in the rationale.
This activity covers learning aim A.
A.P2, A.M1, A.D1

ACTIVITY 3
Produce a marketing plan
Based on the rationale from Activity 2, you must produce a plan for the marketing
campaign for OP Sea. This should include an appropriate:
• campaign budget
• timescale
• extended marketing mix
• marketing message
• selection and justification of media.
This activity covers learning aim C.
C.P5

ACTIVITY 4
Produce a report
Produce a formal report for the directors of OP Bags giving details of your reasons for the
decisions and approaches used in the plan for the marketing campaign.
This activity covers learning aim C.
C.P6, C.M3, C.D3

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Assessment Criteria

Pass Merit Distinction

Learning aim A: Explore how different markets are

researched using different models and tools
A.P1 Perform market A.D1 Evaluate the findings
research in a given context A.M1 Analyse a market of own comprehensive
using different methods for a given context, based market research for a given
and tools. on own detailed market context.
A.P2 Explain features of a research.
market for a given context.
Learning aim B: Explore approaches to product
marketing nationally and internationally
B.P3 Explain the way
in which a product is B.D2 Evaluate the
marketed in a given B.M2 Analyse the effectiveness of the
context. effectiveness of the marketing of a product in a
marketing of a product in a given context.
B.P4 Explain the
effectiveness of the given context.
marketing of a product in a
given context.
Learning aim C: Develop a plan for a marketing
campaign for a new product
C.P5 Produce a plan for a
marketing campaign for C.D3 Justify decisions and
a new product in a given C.M3 Analyse decisions approaches taken in own
market. and approaches taken in plan for a comprehensive
own detailed plan for a marketing campaign for
C.P6 Explain decisions marketing campaign for a new product in a given
and approaches taken in a new product in a given market.
own plan for a marketing market.
campaign for a new
product in a given market.

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