Learners name and statement of authenticity

2013

Learners name:.. Learners ID:.... Date handed in:..

Unit 04: Marketing Principles

I certify that the work submitted for this assignment is my own. Materials taken from other sources have been duly credited and acknowledged in the bibliography. Signature: Date:

Email: carlos.gomez@britcollege.org.uk

Submission deadline: 13/01/2014

Module Instructor: Carlos Gomez

Module started: 30/09/2013

Assignment Reference:

Marketing Principles

HND BUSINESS

Edexcel BTEC

HND in Business

Level 5

Unit 04

Unit 04: Marketing Principles

2013

Learning outcomes and assessment criteria Learning outcomes On successful completion of this unit a learner will: LO1 Understand the concept and process of marketing 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.
2

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

HND in Business

Unit 04: Marketing Principles

2013

Assessment criteria matched against learning outcomes Pass requirement: To attain a PASS grade, learners need to achieve all the PASS criteria (P).

Merit requirement: In addition to fulfilling the Pass requirement, a learner can be awarded a Merit subject to the achievement of the following conditions: Identify and apply strategies to find appropriate solutions o Effective judgments have been made o Complex problems with more than one variable have been explored o An effective approach to study and research has been used. Select/design and apply appropriate methods/techniques o Relevant theories and techniques have been applied. o A range of methods and techniques has been applied. o A range of sources of information used o The selection of methods and techniques justified. o Complex information/data have been synthesized and processed. o Appropriate learning methods/ techniques applied Present and communicate appropriate findings o Appropriate structure and approach has been used. o Logical and coherent arguments have been presented o Technical language accurately used. o A range of methods of presentation has been used o Familiar and unfamiliar contexts have been used.

Distinction requirement: In addition to fulfilling the Merit requirement, a learner can be awarded a Distinction subject to the achievement of the following conditions: Use critical reflection to evaluate own work and justify valid conclusion o Synthesis has been used to generate and justify valid conclusions o The validity of results has been judged o Self-criticism of approach has taken place. o Evaluation has taken place using defined criteria Take responsibility for managing and organizing activities o Autonomy/independence demonstrated

HND in Business

Unit 04: Marketing Principles

2013

Substantial activities/projects or investigations have been planned, managed and organized. o The unforeseen has been accommodated. o The importance of interdependence has been recognized. Demonstrate convergent, lateral and creative thinking o Ideas generate and decisions taken o Convergent and lateral thinking have been applied o Capacity for innovation and creative thought has been used. o Receptiveness to new ideas has demonstrated. o Unfamiliar contexts have been applied.

HND in Business

Unit 04: Marketing Principles

2013

Assignment Course Work Principles of Marketing Task 1; Pass 1.1 and 1.2 1.1 Using Tesco for your examples, explain the various elements of the marketing process 1.2 Evaluate the benefits and costs of Tescos adopting a marketing orientation (250 words) (250 words)

Task 2: pass 2.1,2.2,2.3,2.4 and 2.5 2.1 Show macro and micro environmental factors which influence marketing decisions taken by Tesco PLC. (250 words) 2.2, 2.3 Propose segmentation criteria to and targeting strategy to be used for products in Tesco and Easy Jet. (250 words) 2.4 Demonstrate how buyer behaviour affects marketing activities in different buying situations in reference to Tesco. (250 words) 2.5 Propose new positioning for a selected product/service in Tesco. Task 3: pass 3.1,3.2,3.3,3.4,3.5 3.1 Explain how products are developed to sustain competitive advantage using any mobile phone seller. (200 words) 3.2 Explain how distribution is arranged to provide customer Convenience by Tesco. 3.3 Explain how prices are set to reflect a Tescos objectives and market conditions. (250 words) (250 words) (250 words)

3.4,3.5 Illustrate how promotional activity and other additional elements of the extended marketing mix are integrated by Tesco to achieve marketing objectives (250 words)

Task 4. Pass 4.1,4.2,4.3 4.1 Using a product and service offered by Tesco, plan marketing mixes for two different segments in consumer markets (250 words) 4.2 Illustrate differences in marketing products and services to businesses rather than consumers in relation to Tesco PLC. (150 words) 4.3 Show how and why international marketing differs from domestic marketing in relation to Tesco PLC. (150 words) ---End of assignment---

HND in Business

Unit 04: Marketing Principles

2013

Materials for reading and consulting: Textbooks Armstrong, G., Kottler, P., Harker, M. and Brennan, R.(2012). Marketing: An Introduction. 2nd edition. Pearson. ISBN 978-0273762607. Covers key topics of marketing with European examples and case studies. Brassington, F. and Pettitt, S. (2006). Principles of Marketing. 4th Edition. Pearson. ISBN: 978-0273695592. Covers the basics of marketing. Kotler, P. and Armstrong, G. (2011). Principles of Marketing. 4th edition. Pearson Education. ISBN 978-0273752431. Provides fundamental marketing information in a comprehensive format, organised around an innovative customer-value framework. Journals B2B Marketing (Crain Communications) Campaign (Haymarket Publishing) European Journal of Marketing (Emerald Group Publishing) The Marketer (Journal of the Chartered Institute of Marketing) Marketing Business (The Chartered Institute of Marketing Magazine) Marketing Intelligence and Planning (Emerald Group Publishing) Marketing Week (Centaur Communications Ltd) The Financial Times and other daily newspapers that contain a business section and market reports Websites http://businessinyou.bis.gov.uk: How to create a marketing strategy www.cim.co.uk: Chartered Institute of Marketing resources available only to members www.knowthis.com: a marketing virtual library with many free articles www.managers.org.uk: Chartered Management Institute searchable database with access to articles and books for members only www.marketingpower.com: American Marketing Association with access to searchable free resources www.westburn.co.uk: Journal of Marketing Management Word Count Learners must state the exact number of words they have used on the assignment submission form and comply with the word count of 3,000 with a margin of +/- 10%. However, please note that the calculations, tables, bibliography and appendices are excluded from word counts. Plagiarism and collusion Any act of plagiarism and collusion will be seriously dealt with according to the Edexcel plagiarism policy. Basically, plagiarism occurs when excerpts, ideas, passages taken from other sources are not properly acknowledged and referenced both in the body of the text and in reference. It is the learner s
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Unit 04: Marketing Principles

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responsibility to ensure that they understand all Edexcel guidelines with regards to plagiarism and what Edexcel considers to be an academic offence. Collusion can be understood as the submission of works produced in collaboration for an assignment based on the assessment of individual work. It is a severe academic offence to share a learners work with others who submit a part or the whole of it as their own work. The College has mechanisms in place to detect plagiarism and collusion. Learners must sign the declaration on the front of the assignment submission form. Submission Guidance and Policies for Edexcel Students This is an individual assignment. All parts of the assignment are required to be presented in a professional format, MS Word processed with full citation and references following Harvard system. Brit College strongly advises the learners to follow the guidance below: Brit College prefers Times New Roman 12 or Arial 11 in the body of the text. An assignment cover sheet and a receipt must be attached along with each submitted assignment. All assignments must have clear headings and sub-headings where necessary. Make sure you state the word count on the title page. Assignments must be printed in black and white.

Late Submission and Resubmission Assignments will not be accepted for assessment by lecturers unless an extenuating circumstances form has been filled in and duly authorized by a member of staff. Students will receive the feedback form and guidance from the lecturer to improve in the areas of their weaknesses on their first submission. Please note that assignments can be resubmitted only once. A resubmitted assignment will be awarded a failed grade should it not meet the required pass grade marks and results in retaking the module. Please note that a resubmitted assignment will earn a maximum pass grade should it sufficiently meet the required criteria. A fine may also apply in case of resubmission. Extensions and Extra-ordinary Circumstances Extensions are only granted for documented medical reasons and/or other documented serious interruptions relevant to your ability to study. Please note that extensions are not allowed due to your inability to organize your work. Should there be any extra-ordinary circumstances, the College should be made aware of this in writing. The college preserves the right not to accept or mark the assignment in case you failed to inform it in time.
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Unit 04: Marketing Principles

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HND in Business