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Learning Outcome The aim of this assignment is to measure the outcome of students’ learning in terms of knowledge acquired, understanding developed and skills or abilities gained in relation to achieve the learning outcomes (LO) and criteria (i.e. P,M,D): LO1: Understand the concept and process of marketing. 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. Assessment Criteria (for Pass) AC 1.1: Explain the various elements of the marketing process. AC 1.2: Evaluate the benefits and costs of a marketing orientation for a selected organisation. AC 2.1: Show macro and micro environmental factors which influence marketing decisions. AC 2.2: Propose segmentation criteria to be used for products in different markets. AC 2.3: Choose a targeting strategy for a selected product/service. AC 2.4: Demonstrate how buyer behaviour affects marketing activities in different buying situations. AC 2.5: Propose new positioning for a selected product/service. AC 3.1: Explain how products are developed to sustain competitive advantage. AC 3.2: Explain how distribution is arranged to provide customer convenience. AC 3.3: Explain how prices are set to reflect an organisation’s objectives and market conditions. AC 3.4: Illustrate how promotional activity is integrated to achieve marketing objectives. AC 3.5: Analyse the additional elements of the extended marketing mix. AC 4.1: Plan marketing mixes for two different segments in consumer markets. AC 4.2: Illustrate differences in marketing products and services to businesses rather than consumers. AC 4.3: Show how and why international marketing differs from domestic marketing. Descriptors (for Merit) M1: Identify and apply strategies to find appropriate solutions. M2: Select/design and apply appropriate methods/techniques. M3: Present and communicate appropriate findings. Descriptors (for Distinction) D1: Use critical reflection to evaluate own work and justify valid conclusions. D2: Take responsibility for managing and organising activities. D3: Demonstrate convergent/lateral/creative thinking. 1
Unit 4: Marketing Principles GUILDHALL COLLEGE LEARNER’S BRIEF Programme: Unit Number and Title: Unit Level: Assignment Ref. Number: Module Tutor: Email: Date Set: BTEC Higher National Diploma (HND) in Business Marketing Principles (Unit 4) 4 F/601/0556 CHIKA UGOJI email@example.com 222/01/13 KEY DATES Distribution Date Task 1 Submission Date Task 2 Submission Date Task 3 Submission Date Task 4 Submission Date Final Submission Date (Print COPY): : : : : : 22/01/13 26/01/13 05/02/13 12/03/13 19/03/13 th 5 April. 2013 (Both hard copy and soft copy)
INTRODUCTION This is a broad-based unit which gives learners the opportunity apply the key principles of marketing. Marketing is changing rapidly to meet the changing world. Marketing remains the business activity that identifies an organisation's customer needs and wants, determines which target markets it can serve best and designs appropriate products, services and programmes to serve these markets. However, marketing is much more than an isolated business function. It is a philosophy that guides the entire organisation. The goal of marketing oriented firm...