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BTEC National Extended Diploma Business
UNIT 2 Developing a Marketing Campaign
EXAM BOARD: Edexcel
Welcome Page
Exams This unit is assessed under 3 hour supervised write up session on computer.
Part A is released two weeks before part B is scheduled for learners to carry out research. Part B is a supervised assessment of three hours taken in a single session. This is set and marked by Pearson.
The number of marks for the unit is 70
When
Part A is issued 16th April 2018 Part B is to be completed on 30th April 2018
Knowledge, Skills, Understanding
In the external assessment, you will be required to: AO1 Demonstrate knowledge and understanding of marketing principles, concepts, processes, key terms, data sources and definitionsAO2 Analyse marketing information and data, demonstrating the ability to interpret the potential impact and influence on marketing campaignsAO3 Evaluate evidence to make informed judgements about how a marketing campaign should be planned, developed and adapted in light of changing circumstancesAO4 Be able to develop a marketing campaign with appropriate justification, synthesising ideas and evidence from several sources to support arguments
Department overview: CTL: Miss Reeves Key stage 5 and BTEC Lead Support : Mr Taunque
Business Teachers of unit 2 are; Miss Reeves and Mr Taunque
Start:Jan
Learning Aim AIntroduction to the principles and purposes that underpin the creation and rationale for a marketing campaign
Assessments Homework
Week 1
Principles and purposes of marketing:
o anticipating demand
o recognising demand
o stimulating demand
o satisfying demand.
Research one marketing campaign and create a poster answering the following questions:
What was the purpose of the campaign? – eg to introduce a new product, boost sales and profit, increase market share
What were the main methods used in this campaign?
Who was the target market?
Week 2
Marketing aims and objectives:
o understanding customer wants and needs
o developing new products
o improving profitability
o increasing market share
o diversification
o increased brand awareness and loyalty.
Students complete mock activity on
case study part A - Augmented reality
Task – Set SMART Marketing Aims and
Objectives in context to the case.
Complete topic notes using Tutor 2 U or the student BTEC book chapter 2 page 62- 63
Week 3Types of market – mass and niche market
Complete topic notes using Tutor 2 U and the
power point slides provided on google
classroom
Week 4
Market segmentation.
Branding
o brand personality, brand
Complete topic notes using Tutor 2 U or the
student BTEC book chapter 2 page 63-64
image, unique selling point (USP)
Implications of business size for marketing activity
o budgetary constraintso availability of specialist staff.
Week 5
• Internal influences:
o cost of the campaign
o availability of finance
o expertise of staff
o size and culture of the business.
• External influences:
o social
o technological
o economic
o environmental
o political
o legal
o ethical.
Conduct market research for 6 sides of notes and 3 hours. This will be used to complete assessment and is an exact task from the actual exam in May.
Conduct primary and secondary research for 6 sides of notes based on
part A case study provided to you. 3 hours (This is a mock of the real
process you will do in your exam)
Learning Aim C –
Planning and developing a market campaign
Assessments Homework
Week 6
o In groups complete Activityo Activity 1 o You will now receive part B
– In groups read this information and further details regarding your budget.
o Complete activity 1 and Activity 2 in your groups to present to the class – as in the real exam you must base your choices on your research findings and include:
o setting SMART Aims/Objectives,
o -Conducting SWOT and PESTLE,
o -Limitations of your research
Students complete mock activity 1 and 2
using Part A and B case study and their
printed 6 sides of market research. Case study to be
confirmed when part A issued.
Research the marketing mix and provide
definitions for the 7 P’s.Explain the marketing mix
for a business of your choice.
Week 7
Complete mock on activity 2 based on your market research.
o Target Marketo Marketing Messageo Marketing Mixo Media optionso Budget and how you
will use ito The timescales for
your media options
Complete Activity 2 using your market
research
Read mark scheme and assessment criteria and take notes on what is
expected – reflecting on the work completed in
lessons on the mock
Week 8 Learning Aim C
Marketing Mix:
o Product development: form and function, packaging, branding.
o Promotional advertising, public relations (PR). Sponsorship, use of social and other media, guerrilla marketing, personal selling, product placement, digital marketing, corporate image.
Using the Powerpoint slides and tutor 2 U
complete worksheet on the different pricing
strategies.
o Place, distribution channels: direct to end users (mail/online/auction), retailers, Wholesalers
Week 9
o Pricing strategies: penetration, skimming, competitor based, cost plus
o Extended marketing mix: people, physical environment, process.
Key term testComplete marketing mix worksheet in your unit 2
pack
Week 10
The marketing campaign
• Content of the marketing message.
Research 3 marketing campaigns and answer the following questions:
What were their marketing messages?
How does the message and marketing mix fit
together?
Assessments Homework
Week 11
• Selection of appropriate media
Options including social media
Events
You tube video
Bill boards
Buses/trains and stations
Any other methods
Research the average price for the following media methods:
Magazine Newspaper local
and national Social media TV advert main
and independent channels and time slots
Billboards Bus sides Train station Events such as
tech conventions
Week 12
Allocation of the campaign budget. Influences on the campaign implications of business size for marketing activity, budgetary constraints, and availability of
Re do- Activity 2 using your market research, reflection comments
and recent theory
Read sample learner work and identify how time and budget has
influenced the marketing campaign.
specialist staff. Timelines for the campaign,
including monitoring for example Gant chart
Week 13• How the campaign is to be
evaluated
Product life cycle.
Complete notes on the product life cycle. What is it? How does business
use it? Explain each stage of a products life.
Extension: how does each stage of the
products life affect cash flow
Week 14
Revision
Market research methods and use
• Primary research, to include survey, interview, observation, trials, focus groups.
• Secondary research:
o internal – business data on customers and financial records to include loyalty cards and sales records
o external – commercially published reports, government statistics, trade journals ,media sources.
Take notes from slides and assignment used
unit 22 and pages 71-77
Week 15
Importance of validity, reliability, appropriateness, currency, cost.
• Quantitative and qualitative data, when and where used.
• Sufficiency and focus of the research
Write up your research to present in
your marketing campaign.
Read sample learner work and www/EBI how
they have met the success criteria for “research” in your
workbooks
Week 16
Interpretation, analysis and use of data and other information to make valid marketing decisions.
• Identification of any further sources of information that may be required.
• Evaluation of the reliability and validity of the information obtained.
Add to mock task above - include one
paragraph on
Assessments Homework
Week 17
Part A of case study issued in exam conditions. Research both primary and secondary takes place for 3 hours.
OFFICIAL MOCK to be gradedContinue part A 6 sides of market research on case study provided.
Week 18
Part B issued and 3 hour supervised period is given to complete write up of marketing campaign using 6 sides of research to support
OFFICIAL MOCK to be graded Type up market research 6 sides
Week 19
REAL PART A issued to students 16th April 2018
6 hours research to be completed 6 sides of notes
Official external examination – research begins
Continue research primary and secondary in
relation to Part a
Week 20
Part B is issued – 3 hours supervised write up session on computer and submitted
via google classroom
Official external examination – write up session 3 hours
List of suggested wider reading sources/videos and websites:
www.tutor2.co.uk
Lesson slides
Unit 2 workbook provided
Unit 22 lesson slides and assignment work
Careers:
Most common career links include
- Marketing executive - Business Policy - Brand management- Business Consultant - Entrepreneur - Recruitment- Teacher - advertising - Social Media Manager- Business Strategist - Finance - Banking - Human Resource Management - Business Management - Data Analyst
