QCF LEVEL 5: BTEC HIGHER NATIONAL
Learning Outcomes LO1 Understand the concept and process of marketing
LO2 Be able to use the concepts of segmentation, targeting and positioning
LO3 Understand the individual elements of the extended marketing mix
LO4 Be able to use the marketing mix in different contexts
This is a broad-based unit which gives learners the opportunity to apply the key principles of marketing. Firstly, the unit looks at the ...view middle of the document...
Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the procedures set down by OLC. Please see your student handbook for further details of what is / isn’t plagiarism.
1 Learners are required to submit their work using the OLC Assessment cover sheet.
2 You are required to submit your assignment electronically to your Examination Officer at London Campus of OLC Europe.
3 If you need an extension (even for one day) for a valid reason, you must request one, using the appropriate form available from the Academic Admin Office. Do not ask the lecturers responsible for the course - they are not authorised to award an extension. The completed form must be accompanied by evidence such as a medical certificate in the event of you being sick.
4 General guidelines for submission of assignment:
a) All work must be word-processed and must be of “good” standard.
b) Document margins shall not be more than 2.5cm or less than 1.5cm
c) Font size in the range of 11 to 14 points distributed to including headings and body text. Preferred typeface to be of a common standard such as Arial or Times New Roman for the main text.
d) Any computer files generated such as program code (software), graphic files that form part of the course work must be submitted either online or with the documentation.
e) Please answer each Task within 1000-2000 words
Task One – The concept and process of marketing
As a newly appointed Marketing Manager, you are required to carry out a detailed industry analysis for your chosen organisation. The purpose of this is to formulate a suitable marketing campaign for your chosen organisation.
As part of the introduction to your industry analysis give a brief
1. Explanation of the various elements of the marketing process.
2. Evaluate the benefits and costs of marketing orientation for the selected organisation.
(This provides evidence for outcome 1 – assessment criteria 1.1 & 1.2)
Task Two – Segmentation, Targeting and Positioning
Access video at http://www.youtube.com/watch?feature=player_detailpage&v=RcRFBVIvJHw
Alternatively type the following into Youtube : ‘Segmentation, Targeting, and Positioning - McDonald's’
Task : After watching the video above, produce a written discussion and:
1. Show macro and micro environmental factors which influence McDonald’s marketing decisions.
2. Propose segmentation criteria to be used for products indifferent markets for McDonald.
3. Choose a targeting strategy for a selected product/service for McDonald.
4. Demonstrate how buyer behaviour affects marketing activities in different buying situations at McDonald.
5. Propose new positioning for a selected product/service at McDonald.
(This provides evidence for outcome 2 – assessment criteria 2.1, 2.2, 2.3, 2.4 & 2.5)
Task Three – The individual elements of the extended marketing mix