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Sample Portfolio NCFE Level 1 Certificate in Business and Enterprise (601/0315/2) Unit 02 Marketing for business and enterprise (K/505/3827) Issue 1 February 2015

Level 1 Certificate in Business and Enterprise (601/0315/2) Issue 1 February 2015

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Call: 0191 239 8000 Email: [email protected] Visit: www.ncfe.org.uk

Contents

Introduction Page 3 Candidate evidence and External moderator commentary Page 4 Evidence and grading tracker Page 13 Summative feedback Page 15


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Introduction The material within this portfolio relates to: Unit 02 Marketing for business and enterprise (K/505/3827) This portfolio is designed to demonstrate the types of evidence that could be produced for Unit 02 of the NCFE Level 1 Certificate in Business and Enterprise. It’s designed to provide guidance on how a portfolio could look, rather than being prescriptive. Evidence may be submitted in a variety of forms. In this example there are written accounts and visual evidence, but the evidence could also be presented in an audio format. Where the candidate has provided visual evidence (for example screen grabs, copies of research), this has been clearly annotated to give context as to why it has been included. Each piece of evidence has been presented with the assessment criteria number detailed at the top of the page. This portfolio contains both actual evidence from a candidate and also manufactured evidence produced by NCFE. External Moderator guidance has been provided for each piece of evidence relating to an assessment criterion. The guidance comments on how the evidence meets the assessment criterion and what could be improved to obtain a higher grade. The suggestions and assessment methods are not exhaustive and Teachers are encouraged to explore other methods which will support the candidate to produce the best evidence that they’re capable of for the unit. For further advice on the suitability of a particular assessment method, you can refer to the relevant qualification specification or contact your NCFE External Moderator. It’s strongly recommended that each unit is presented and assessed individually to allow accurate judgements about the candidate’s competence. This will also make it easier to award a grade for the unit. The work must then be internally moderated and made available for the External Moderator. It’s accepted that a piece of evidence may be presented for more than one unit. Where this is the case, the evidence must be clearly mapped to all units and assessment criteria it applies to when presented to the External Moderator. This will enable them to make an accurate judgement about the candidate’s competence and overall unit grade. We would encourage the use of our Evidence and Grading Tracker document which is available on our website www.ncfe.org.uk, although any method which clearly records the evidence against the assesment criteria may be used.

www.ncfe.org.uk


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Candidate evidence and External Moderator commentary Unit 02 Marketing for business and enterprise (K/505/3827) Assessment criteria: 1.1 Define marketing 1.2 Define mass and niche marketing 1.3 Define product and market orientated marketing Candidate evidence

Marketing:

Marketing is where a business advertises their products or

service to get more sales. Marketing helps to encourage

customers to buy products or services.

Marketing is about understanding the needs of customers

and providing products or services that they want.

Niche Marketing:

Niche marketing involves companies identifying and

meeting the needs of relatively small areas of the

public. The aim is to meet the needs of the public that

have not been met sufficiently by other businesses,

targeting specific needs and wants for example, luxury

cars like a Ferrari which are only available small

minority of customers due to their high cost.

Mass Marketing:

In mass marketing however, businesses aim their

products at most of the public for example, most

people like crisps – there are lots of crisps available and

lots of companies selling crisps.


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Unit 02 Marketing for business and enterprise (K/505/3827) (cont’d)

Product Orientated:

A product orientated business, means that the

business develops products based on what it is good

at making or doing, rather than what a customer

wants. Although it can be criticised, it can be

successful, in some markets, such as iPhone as when

the iPhone was first introduced this was not

something that was needed or requested by

customers, however as Apple are very inventive in

making gadgets. They recognized that they could

make a super product that once developed customers

would want.

Market Orientated:

A marketing orientated business looks at what the

public wants rather than what the business thinks is

right for the customer. Most successful businesses

take a market-orientated approach.


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Unit 02 Marketing for business and enterprise (K/505/3827) (cont’d) External Moderator commentary 1.1 The candidate has provided a definition of marketing. Candidates should be encouraged to write the definition in their own words. A Pass can be awarded.

There is no Merit or Distinction for this AC.

1.2 The candidate has given a definition of mass and niche marketing and an example of niche marketing. Therefore a Merit can be awarded.

To achieve a Pass candidates would need to define mass and niche marketing, an example is not necessary.

To achieve a Distinction, candidates would need to define mass and niche marketing and give an example of both.

In the example above the candidate could have discussed Walkers crisps as an example of mass marketing to illustrate their point.

1.3 The candidate has given a definition of product and market orientated marketing. An example of Apple’s iPhone has been given therefore a Merit can be awarded.

To achieve a Pass candidates would need to define product and market orientated marketing, an example is not necessary.

To achieve a Distinction, candidates would need to define product and market orientated marketing and give an example of both.

Grade awarded for these assessment criteria: 1.1 Pass 1.2 Merit 1.3 Merit


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Unit 02 Marketing for business and enterprise (K/505/3827) (cont’d) Assessment criteria: 2.1 Identify target markets 2.2 State the target market for 2 different types of business or

enterprise 2.3 Define primary and secondary market research 2.4 State what research methods a business or enterprise

would use to identify its target market Candidate evidence

Target Markets:

A target market is group of customers who a business wants to sell their products or services to. For example, some businesses may target their products and services at the old, young, males, females, how much money they have etc. For example, Ferrari aim their cars at older men that have a lot of money to spend. The Target Market for McDonalds:

The target market for McDonalds is children which is why they sell Happy Meals which have a free toy from children’s films. They also have children’s parties and play areas. They do this so that children will ask their parents to take them to McDonalds. They make the Happy Meals cheap to attract parents.

The Target Market for Abercrombie and Fitch:

The target market for Abercrombie and Fitch are young, good-looking, trendy people, the clothes are very expensive. They do this so that not everyone can afford to buy the clothes but young people want the clothes to make them more popular among their friends.


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Primary Market Research:

Primary Market Research is when a business gets their information direct from the public and does not rely on someone else to get it for them. This can be time consuming for the business, but it is usually more reliable as it is tailored around the business’s needs. There are a number of ways it can be carried out. For example, this can be questionnaires, surveys, postal or online, interviews, focus groups etc.

Secondary Market Research:

Secondary Market Research is when a business gets their information from other sources, rather than direct from the public. Although this is often cheaper for the business, it is less reliable as it can be out of date and may not be relevant to the needs of the business. Although it is also cheaper, in the long term, it could work out more expensive as more research needs to be carried out. Examples of secondary market research are, competitor data or reports, national statistics, Mintel etc.

Research methods used to identify target market:

A business will need to identify their target market; they will do this by carrying out market research. This can be either primary or secondary and include examples such as those mentioned above. For example, on the bottom of your receipt many businesses ask you to complete an online survey about your experience and you can also win a prize if you do this. This information can help the business to find out about their customers and therefore they can make any changes based on this information or develop new products or improve their customer service.


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Unit 02 Marketing for business and enterprise (K/505/3827) (cont’d) External Moderator commentary 2.1 The candidate has identified target markets and used Ferrari as an example therefore a Merit can be awarded.

To achieve a Pass candidates would need to identify target markets, an example is not necessary.

There is no Distinction for this AC.

2.2 The candidate has stated the target markets for 2 different businesses or enterprises, giving reasons; therefore a Merit can be achieved. To achieve a Pass, candidates would need to simply state the target market for 2 types of business or enterprise. For example, McDonalds – Children. To achieve a Distinction the candidate would need to develop their reasons further; they could discuss the introduction of healthier items and products aimed at adults such as coffees and wraps. 2.3 The candidate defined primary and secondary research and gave examples of both, therefore a Distinction can be awarded. To achieve a Pass candidates would need to define primary and secondary research, examples are not necessary. To achieve a Merit, candidates would define primary and secondary research and give examples of one of these. 2.4 The candidate has stated research methods a business or enterprise could use to identify its target markets and provided an example to show why some shops use this, therefore a Merit can be achieved. To achieve a Pass, candidates would need to state which research methods a business or enterprise could use to identify its target markets, they do not need to give reasons for this. There is no Distinction for this AC.


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Unit 02 Marketing for business and enterprise (K/505/3827) (cont’d) Grade awarded for these assessment criteria: 2.1 Merit 2.2 Merit 2.3 Distinction 2.4 Merit


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Unit 02 Marketing for business and enterprise (K/505/3827) (cont’d) Assessment criteria: 3.1 Outline the marketing mix 3.2 Give examples of how a business or enterprise can use

social media and the internet for promotion Candidate evidence

The Marketing Mix: The marketing mix consists of the 4 Ps: Product, Place, Price and Promotion. These four factors can be adjusted until the right combination is found that meets the needs of customers and makes the most amount of money for the business. Social Media and Marketing: Some business use social media to promote their products and services. Examples of this are

Facebook

LinkedIn

Twitter

Pinterest

Some businesses set up their own webpage to promote their product and services. Some of these have links to social media such as Facebook and Twitter. Customers can like and follow the business and this can also be seen by friends. Customers can get updates from the business about special offers, new products and any other promotions. LinkedIn allows businesses to network with each other and is mainly used by professionals.


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Unit 02 Marketing for business and enterprise (K/505/3827) (cont’d) External Moderator commentary 3.1 The candidate has named the 4 Ps of the marketing mix - price, promotion, place, and product. A Pass can be awarded. There is no Merit or Distinction for this AC. 3.2 The candidate has given examples of social media and how the internet could be used to promote a business (eg to inform customers of special offers and promotions). A Pass can be awarded.

To achieve a Merit, candidates will need to give examples of why social media and the internet could be used to promote a business (eg it’s cheaper, it can be updated easily and reach a wide range of people).

To achieve a Distinction, candidates will need to give examples of how and why social media and the internet could be used to promote a business, and give examples of some of the problems associated with this (eg bad publicity can be quickly and easily viewed by a wide range of people, it’s cheaper but not always effective).

Grade awarded for these assessment criteria: 3.1 Pass 3.2 Pass


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Evidence and Grading Tracker Unit 02 Marketing for business and enterprise (K/505/3827) (cont’d)

Assessment criteria Not Yet

Achieved Pass Merit Distinction

Evidence (including portfolio page number and type)

1.1 Define marketing

No Merit for this AC

No Distinction for this AC

Page 4-5, candidate report

1.2 Define mass and niche marketing


1.3 Define product and market orientated marketing


2.1 Identify target markets




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Assessment criteria

Not Yet Achieved

Pass Merit Distinction Evidence

(including portfolio page number and type) 2.2 State the target market for 2 different types of business or enterprise


2.3 Define primary and secondary market research


2.4 State what research methods a business or enterprise would use to identify its target market



3.1 Outline the marketing mix

No Merit for this AC


Page 11, candidate report

3.2 Give examples of how a business or enterprise can use social media and the internet for promotion

Page 11, candidate report


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Summative feedback I confirm this is all my own work. Candidate signature: Teacher/Assessor comments: (please continue overleaf if necessary) The candidate has achieved and overall Pass with elements of Merit work. The candidate shows a clear understanding of marketing, some of the tools that can be used and why businesses need marketing. I confirm I have graded this work against the grading descriptors for the qualification. Overall unit grade: Pass Date submitted on the Portal: Teacher/Assessor Name: Signature: Date:

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