This assignment gives you the opportunity to demonstrate your understanding of the basic purpose of marketing in different contexts, and to show how marketing reentries and concepts can be applied in the business environment. Moreover, how marketing research can help a business to understand its markets, customers and plan effective marketing strategies. Furthermore, you will need to select two carefully structured analytical techniques that can be applied to support marketing decisions.
Finally, you will demonstrate that you understand how marketing techniques are applied in practice to generate demand and assess and evaluate the effectiveness of marketing techniques, followed by making recommendations for improvements. You work for a professional organization for marketers. One of the activities that the organization undertakes is to evaluate the marketing activities of different companies and produce information to aid improved marketing.
Select organizations of choice (public/private) and address the following Tasks: TASK – Please provide listed details of the exact requirements of the task The bullet number here should inform the ref no below GRADING CRITERIA Please detail exact criteria as found in the Specification EVIDENCE – Please detail the format evidence to be provided in N.B.: Please note when marking learners feedback all assessors should indicate on the work where grading criteria has men met by indicating the grading criteria on the sheet.
ASSESSMENT CRITERIA BEET LA Diploma in Business PASS Unit 3: Introduction to Marketing Describe how marketing techniques are used to market products in two organizations LIE] Describe the limitations and constraints of marketing [RL] Describe how a selected organization uses marketing research to contribute to the development of its marketing plans up Use marketing research for marketing planning Explain how and why groups of customers are targeted for selected products Develop a coherent marketing mix for a new product or service [CT]
MERIT MI Compare marketing techniques used in marketing products in two organizations Explain the limitations of marketing research used to contribute to the development of a selected organization’s marketing plans Develop a coherent marketing mix that is targeted at a defined group of potential customers DISTINCTION Evaluate the effectiveness of the use of techniques in marketing products in one organization Make justified recommendations for improving the validity of the marketing research used to contribute to the development of a selected organization’s marketing plans LEARNING OUTCOMES
On completion of this unit a learner should: [1] [1] Know the role of marketing in organizations [2] Be able to use marketing research and market planning [3] Understand how and why customers groups are targeted [4] Be able to develop a coherent marketing mix Scenario This assignment gives you the opportunity to demonstrate your understanding of the basic purpose of marketing in different contexts, and to show how marketing principles and concepts can be applied in the business environment. Moreover, how marketing research can help a business to understand its markets, customers and plan effective marketing strategies.
Furthermore, you will need to select two carefully structured analytical techniques that can be applied to support marketing decisions. Finally, you will demonstrate that you understand how marketing techniques are applied in practice to generate demand and assess and evaluate the effectiveness of marketing techniques, followed by making recommendations for improvements. [Part 1] Concepts & Principles of Marketing Prepare thoughtful and concise notes, reports or Power-point presentation etc. , in response to the following tasks, describing the general marketing concept and principles: TASK 1 MI ODL
Describe how marketing techniques are used to market products in two different organizations. (These could both be in the private sector, or you could choose one from public and another from the private). Note you should address growth strategies, (diversification, product development, market penetration & market development: Anions Matrix), Survival strategies, branding (importance in influencing buyer behavior, brand building, positioning, brand extension) relationship marketing (definition, difference between transactional marketing and relationship marketing, value of lifetime customers).
It is sufficient to select one product/service or product/service range in each organization. (Written report) LIE] [P l] Compare marketing techniques used in marketing products in two organizations. You must compare or find the similarities and differences between the use of marketing techniques in marketing products or services in the organizations. (Written report) [MI] Evaluate the effectiveness of the use of techniques in marketing products in one organization.
This evaluation requires more than stating your opinion but should demonstrate high level skills such as researching and interpreting data ND using logical judgments about the validity and reliability of the data used to evaluate the effectiveness of the marketing techniques. (Written report) [D 1] [Part 2] Research and analysis You work as a trainee marketing assistant for Viola Drinks Ltd, a company that manufactures a range of popular soft drinks, each with their own brand name and target market.
The company has been researching and developing a new product, currently codenamed Strawberry Glut 001 within the business. The product concept is a ‘smoothie-type’ fruit drink, targeted especially at the health conscious young people (between 14 and 30 years old). The product is to be promoted as nutritious, healthy and containing no additives. It is felt that research is needed, in your region initially, to discover some important information prior to further development and launch. You have therefore been asked by your manager to get involved in the new product marketing strategy.
