Unit 19

Topics: Marketing, Strategic management, Learning Pages: 6 (2150 words) Published: April 3, 2014
he tasks have been designed to enable learners to demonstrate their skills, knowledge and understanding of professional administration in the business world. This unit could be assessed in the workplace or learners could support a real meeting whilst on work placement. Alternatively centres may use the scenario as a basis for this assessment. If the scenario is used, the tasks will need to be run as role-play activities and the centre will need to allocate appropriate roles to their learners and/or identify other suitable participants. Learners will provide support to Peter Holmes, the Finance Manager at Baylis & Phelps. The tutor should act as the Finance Manager throughout this assignment. A group of at least five participants will need to be gathered so that a realistic business meeting can take place. The other participants may be other learners but roles must be rotated to ensure that all learners have the opportunity to fully address the tasks and related Assessment Criteria. Learners are provided with a copy of the quarterly agenda in Appendix A and this will form the basis of the information they use to complete the tasks. The tasks have been designed so that all of the assessment criteria in Unit 19 are addressed. These guidance notes must be used in conjunction with the unit specification and C. Understand marketing concepts used by businesses Marketing concepts: buyer decision-making process: Attention, Information, Decision, Action, Satisfaction; unique selling proposition (USP), eg unique mix/product, quicker, friendlier, cheaper; segmentation and targeting: defining typical customers, targeting groups of potential customers; benefits versus features from customers’ point of view; marketing mix: product or service, place or distribution, price, promotion; importance of designing marketing mix to meet customers’ needs; importance of coordinating all aspects of the marketing mix; importance of costing a marketing mix Types of promotion: eg advertising: newspapers, radio, TV, cinema, magazines, outdoor, flyers, internet; personal selling; promotional activities, eg competitions, money-off coupons, free gifts with purchase, tasting sessions, demonstrations, fundraising; direct marketing: direct mail; catalogue shopping, internet shopping; sponsorship; public relations: press releases, press conferences, promotion through networking; cost-effectiveness of method and plan Evidence of success or failure in the marketplace: business marketing campaigns that have worked and those that have failed and the reasons why 2 Be able to plan marketing and promotion Sections in marketing plan: market definition and opportunity: proposed target market segments, demand for product/service; competition; other external influences, eg trends, legislation; marketing tactics: use of marketing mix, image; marketing research: method, scale, findings, conclusions; sales forecasts, support material, eg industry studies, letters of support; how success of marketing will be measured Promotion plan: coordination with rest of marketing mix; image to be developed; costs; schedule for proposed promotion campaign; type of promotional materials appropriate for the customer group, eg poster, leaflet, advertisement, website; nature of the promotional materials, eg colours, visual features, text; name of the product/service and company; branding or logo, website design and functionality; reasons why promotional material is appropriate for the customer group; how success of promotions will be measured 223(Web only) Edexcel BTEC Level 2 Firsts specification in Business – Issue 1 – February 2010 © Edexcel Limited 2009 Assessment and grading criteria

In order to pass this unit, the evidence that the learner presents for assessment needs to demonstrate that they can meet all the learning outcomes for the unit. The criteria for a pass grade describe the level of achievement required to pass this unit. Assessment and grading criteria To achieve...
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