Assignment 1 Unit 3 Introduction To Marketing

Topics: Marketing, Strategic management, Market research Pages: 5 (1285 words) Published: June 8, 2015
Faculty: Business and IT

Exeter College BTEC Assignment Brief

Course Title

BTEC Level 3 90 Credit Diploma in Business / BTEC Certificate in Business.

Assignment Title

Assignment 1

Unit Number and Title
Unit 3 – Introduction to Marketing

Hand out date

Hand in date

Brian Evans

Scenario/Vocational Context:

For this unit’s assignments you will be required to research the marketing activities of organisations. In the first assignment you will need to focus on how marketing techniques are used in two different organisations. You will then look at how market research impacts on the marketing plan of a specific organisation. In the second assignment you will need to look at the development of a coherent marketing mix targeted at a defined group of potential customers.

You work for a large marketing agency that consults for a variety of businesses on the marketing activities that they undertake in order to promote their products or services. Your marketing agency has a varied portfolio of clients and you have been given the task of consulting for new business that operates in the private, public and voluntary sectors.

Learning Outcomes:

1. Know the role of marketing in organisations
2. Be able to use marketing research and marketing planning
3. Understand how and why customer groups are targeted

Student Name:

Faculty: Business and IT

Assignment Brief - Tasks

Course Title
BTEC Level 3 Diploma in Business
Unit 3 – Introduction to Marketing


You need to choose one business in the private sector and one in the public or voluntary sector that could possibly be represented by your company. You will need to carry out research to evaluate the marketing activities of these companies.

It may be useful to select a company you are familiar with and one that you will find easy to access information from, for example, your college or workplace.

Assignment Tasks

Task 1

P1 Describe how marketing techniques are used to market products in two organisations

After you have chosen your two businesses you need to complete the table issued describing how each business uses the different marketing techniques for ONE product/service they provide

M1 Compare marketing techniques used in marketing products in two organisations

Write a paragraph for each marketing technique which compares the similarities and differences of the strategies that each business above uses. Give your reasons why you think they are similar / different.

D1 Evaluate the effectiveness of the use of techniques in marketing products in one organisation

Now choose one of your two businesses. In a report you need to evaluate the effectiveness of the use of the techniques in marketing products in this business. How effective is it? Justify your answer.

Find reliable evidence that supports the statements that you made in M1

This could include news articles, data from websites, statistics, quotes, marketing information from marketing journals etc

Make sure that you reference your sources of information.



Task 2

P2 Describe the limitations and constraints of marketing

Select one of the businesses used for task 1 and prepare a leaflet/factsheet that describes the limitations and constraints of marketing for the organisation you have chosen.

Make sure that you give real world examples of each limitation and constraint identified.


Using Exeter College as your chosen organisation for Task 3 you are required to investigate its use of marketing research as part of your evaluation into representing the company.

To improve your marketing skills, in Task 4 you have also been asked to look at the segmentation and targeting of different...

References: Dibb S et al. Marketing Concepts and Strategies (Houghton Mifflin Academic, 2005)
Proctor T, Essentials of Marketing Research (FT Prentice Hall)
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