Assignment front sheet

Qualification

Unit number and title

Pearson BTEC Level 5 HND Diploma in

Business

Unit 4: Marketing Principles

Student name

Assessor name

Date issued

Completion date

06/02/2015

22/05/2015

Assignment title

Learning
Outcome

Learning outcome

Understand the
concept and process
of marketing

Understanding and application of Marketing Principles

Assessment
Criteria

In this assessment you will have the opportunity to present

evidence that shows you are able to:

1.1

Explain the various elements of the marketing process

LO2

Task
no.

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

Demonstrate how buyer behavior affects marketing

activities in different buying situations

1.2

LO1

Be able to use the

concepts of
segmentation,
targeting and
positioning

Submitted on

2.4

Evidence
(Page no)

2.5
Propose new positioning for a selected
product/service

LO3

LO4

Understand the
individual elements of
the extended
marketing mix

Be able to use the

marketing mix in
different contexts

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.

Learner declaration
I certify that the work submitted for this assignment is my own and research sources are fully acknowledged.
Student signature:

Date:

In addition to the above PASS criteria, this assignment gives you the opportunity to submit evidence in order to achieve the following MERIT and DISTINCTION grades
Grade Descriptor

Indicative characteristic/s

Contextualisation

M1
Identify and apply strategies
to find appropriate solutions

Effective judgements have been made

An effective approach to study and research has
been applied.

M2
Select / design and apply
appropriate methods /
techniques

The selection of methods and techniques/sources

has been justified
The design of methods/techniques has been
justified
Complex information/data has been synthesised
and processed

M3
Present and communicate
appropriate findings

D1
Use critical reflection to
evaluate own work and justify
valid conclusions

D2
Take responsibility for
managing and organising
activities

Communication is appropriate for familiar and unfamiliar

audiences and appropriate media have been used.

Conclusions have been arrived at through synthesis

of ideas and have been justified
The validity of results has been evaluated using
defined criteria

Autonomy/independence has been demonstrated

Substantial activities, projects or investigations
have been planned, managed and organised

Effective judgments have been made in understanding the application of Marketing

principles on Kaffel Ltd office furniture. For example when analyzing external
environment or selecting STP strategies
Applied when researching the external environment of the company and when preparing
the marketing plan for the organization
To achieve M2, you will have to:
Explain and justify the selection of your segmentation, targeting and positioning strategies
for the company, as well as the marketing plan
Analyze the basic elements and the additional elements of the extended marketing mix
Task 3.

To achieve M3 the work you present will need to:

Be presented in suitable business formats and will use business terminology accurately. [Apply
to all AC]
To achieve D1 you will have to:
Have reached conclusions which draw out the links between the marketing mix and the
achievement of the marketing objectives
[ 3.1, 3.2, 3.3, 3.4 3.5 AC]
To achieve D2 you will have to show:
An original marketing plan (as result of extensive experience) within the current
competition, supporting theories for your choice of methodology for the data collection
about finding the product/service as the subject of your analysis throughout the
assignment. [4.1]

D3
Demonstrate convergent
/lateral / creative thinking

Problems have been solved

Effective thinking has taken place in unfamiliar
contexts.

To achieve D3, you will have to demonstrate:

Your ability to use various financial and quantitative tools to support your decision making
process
Assumptions about the surprises that may take place when the product/service project is
being pursued.
Sensitivity analysis for upward and downward turns in the projects lifetime. [All ACs]

Assignment brief
Unit number and title

Unit 4: Marketing Principles

Qualification

Pearson BTEC Level 5 HND Diploma in Business

Start date

06/02/2015

Deadline/Hand-in date

22/05/2015

Assessor

Assignment title

Understanding and application of Marketing Principles

Purpose of this assignment

The aim of this assignment is to give learners the opportunity to apply the principles and the basic concepts of marketing
in different scenarios.
Scenario
You have recently assumed the position of a marketing executive at Kaffel Ltd, an office furniture provider which has a
few stores to serve consumers directly, but also have a strong participation in the industrial market (B2B). You are the
first marketer in this small company. Kaffels main priority has always been its production unit. Only few years ago they
started looking more into the sales department and decided to invest more in the Sales team. The Senior Management
Team does not have any marketing knowledge or experience and the company does not have a structured marketing
department. However, they are looking at ways to grow the business and want to explore new business opportunities.
They are also keen to discover new markets beyond the borders.
You have been assigned to design a marketing plan for the company for both sectors (B2C and B2B). However, your
first task is to sell the marketing concept to the Senior Management team and influence them to turn the company into a
marketing oriented organisation. To achieve this, you will have to do the following tasks:

Task 1 (LO1: 1.1, 1.2, M3)

To ensure the Senior Managers will understand and support your plan, write a preliminary report to explain to them the
marketing concept, the elements that constitute the marketing process; Then, evaluate the benefits and costs of a
marketing orientation for Kaffel.
Task 2 (LO2: 2.1, 2.2, 2.3, 2.5, M1, M3)
2.1, 2.2, 2.3, 2.5 Continue your report with a demonstration of macro and micro environmental factors which could
influence the marketing decisions in the company.
As the company is participating in both sectors B2C and B2B, propose segmentation criteria and a targeting strategy to
be used for products in these two different markets and based on their objective propose a new positioning for the
company and its products.
2.4 Explain the Consumer buying behaviour concept to the Senior Management Team and demonstrate them how buyer
behavior affects marketing activities in different buying situations

Task 3 (LO3: 3.1, 3.2, 3.3, 3.4,3.5, M2, M3, D1)

3.1 The next step in your report is to explain the individual elements of the marketing mix to make sure the Management
team understand the importance of each and every element. Begin by Describe how the office furniture and other
products can be developed to sustain competitive advantage.
3.2 In terms of their distribution, explain how a good distribution arrangement can provide customer convenience for both
markets (B2C and B2B)
3.3 Regarding to their pricing strategy, explain how they could set the prices to reflect Kaffels growth objectives,
positioning strategy and market conditions
3.4 Illustrate how promotional activity can be integrated to achieve marketing objectives
3.5 Finish your Preliminary report with an Analysis of the three additional elements of the marketing mix (extended
marketing mix)
Task 4 (LO4: 4.1, 4.2, 4.3, M3, D2, D3)
4.1 After ensuring that the Management Team has a clear understanding of the marketing concept and the theory, plan
two (2) different marketing mixes, both of them for the consumer market. One marketing mix for the premium range of the
office furniture and another one for the economy range.
4.2, 4.3 Conclude your report by explaining the differences in marketing Kaffels furnitures to businesses rather than
consumers and show them how and why international marketing differs from domestic marketing, thus they can make
their decision about going internationally.

---End of assignment-

Materials for reading and consulting:

Books
th

Brassington F and Pettitt S Principles of Marketing 4

ISBN: 9780273695592
th

Kotler P et al Principles of Marketing, 5

9780273743279

Edition (Financial Times/Prentice Hall, 2006)

Edition (Financial Times/prentice Hall, 2010) ISBN:

Journals
Campaign (Haymarket Publishing)
Harvard Business Review (Harvard Business Publishing)
The Marketing Review (Westburn Publishers Ltd)
The Marketer (Journal of the Chartered Institute of Marketing Magazine)
Marketing Business (The Chartered Institute of Marketing Magazine)
Marketing Week (Centaur Communications Ltd)
The Financial Times and other daily newspapers which contain a business section and market reports
Websites
www.bized.co.uk
www.cim.co.uk
www.ft.com
www.thetimes100.co.uk
Bized provides a selection of teaching and learning resources
The Chartered Institute of Marketings site contains a useful knowledge centre
The Financial Times business sections multimedia resources

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 3,500 with a margin of +/- 10%. However, please note that the
calculations, tables, bibliography and appendices are excluded from word counts.
Plagiarism and collusion
7

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
learners 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.
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