ASSIGNMENT 3 BRIEF
Qualification BTEC Level 5 HND Diploma in Business
Unit number and
title Unit 4: Marketing Principles
Assignment issued <date> Assignment due <date> Assessor name
Assignment title Marketing Program Proposal Scenario:
You can choose one of following options:
Option 1: After graduation and a few years of experience, you have decided to start your own business next year. As part of your business plan, you need to build a marketing program for your product aiming at consumer market. This program is to be presented to a board of investors so that they can consider financing your business idea.
Option 2: As a Marketing Executive of a real company in Vietnam (which you could choose with approval from your instructor), you are requested to develop a new consumer product which helps the company expand their market. Your proposal would be given to the board of directors and they would consider investing on the new product.
offered to these markets.
For Assignment 3, you are requested to deliver both marketing report and presentation as a group. All members are expected to contribute equally to the assignment.
Aim of the assignment
This assignment satisfies the following learning outcomes:
LO 3. Understand individual elements of the extended marketing mix
LO 4. Be able to use the marketing mix in different context
Specific requirements (see Appendix for assessment criteria and grade
descriptors)
- Task 1: Executive summary
This task requires you to briefly describe your marketing situation, your target customers and your plan’s objective.
Although this part does not satisfy any evidence for assessment criteria, the clearer it is the easier for you to accomplish following tasks.
- Task 2: Marketing Mix
Task 2.1: Develop a new product - Explain how the product is developed to sustain competitive advantage.
Task 2.2: Plan the distribution - explain how distribution is arranged to provide customer convenience
Task 2.3: Set the price - explain how your price reflect the company’s objective objectives and market conditions
Task 2.4: Promotion - illustrate how your promotional activities are integrated to achieve marketing objectives
Task 2.5: (For service product) - analyse the additional elements of the extended marketing mix for your service
Task 3.1: Consumer Market - Plan marketing mixes for your product at two different segments in consumer markets by describing how you could alter your marketing mix to offer the product to the second consumer market segment.
Task 3.2: Business Market - illustrate differences in your marketing mixes for the product to offer it to businesses rather than consumers
Task 3.3: International Market - show how and why international marketing differs from domestic marketing by describe how you could develop marketing mixes for your product in other countries.
Task 3.1 provides evidence for assessment criterion 4.1 Task 3.2 provides evidence for assessment criterion 4.2 Task 3.3 provides evidence for assessment criterion 4.3
Student guidelines
GL 1. You should write this assignment in academic style, although a formal report outline will not be required.
GL 2. You could use pictures, diagrams and tables where appropriate to enhance your argument.
GL3. Remember to reference the sources. You should include the documents of your marketing research as an appendix for the report. You should use in-text references and a list of all cited sources at the end of the essay (Harvard Referencing Style)
GL4. Your report should be approximately 8000 words in length (excluding the appendices and references)
GL5. In order to produce a good report, you should conduct a secondary and a simple primary research
GL6. The group presentation should not exceed 20 minutes and the Q&A session should not exceed 30 minutes. All team members will be assessed independently in the presentation and Q&A.
Submission requirements
You are expected to submit both soft and hard copy of the following documents to your instructor:
1. Assignment Report
2. Evidence of primary research (if any) must be included in the Appendix.
4. Presentation handouts with notes of all members
5. Other evidences showing equal contribution of all members (group meeting minutes, work allocation, group work diary, etc…)
APPENDIX: ASSESSMENT CRITERIA AND GRADE DESCRIPTORS
Learning outcomes Assessment criteria for PASS
To achieve a pass grade the evidence must show that the learner is able to
Grade descriptors for MERIT
To achieve a merit grade the evidence must show that, in addition to the pass criteria, the learner is able to
Grade descriptors for DISTINCTION
To achieve a
LO3 Understand the individual elements of the extended marketing mix
3.1 explain how
products are developed to sustain competitive advantage
3.2 explain how
distribution is arranged to provide customer convenience
3.3 explain how prices are set to reflect an organisation’s objectives and market conditions 3.4 illustrate how promotional activity is integrated to achieve marketing objectives 3.5 analyse the additional elements of the extended marketing mix
M1. Identify and apply strategies to find appropriate solutions 1.1 Effective judgments have been made 1.2 Complex
problems with more than one variable have been explored
M2. Select/Design and apply appropriate methods/ techniques 2.1 Relevant marketing theories and techniques have been applied
2.2 A range of sources of
information has been used
D1. Use critical reflection to evaluate your own work and justify valid
conclusions
1.1 Self criticism approach has taken place D2. Take responsibility for managing and organizing activities: 2.1 Independence has been demonstrated D3. Demonstrate convergent/ lateral/ creative thinking
M3. Present and communicate appropriate findings:
3.1 The appropriate structure and approach has been used
3.2 Coherent, logical development of principals/ concepts for the intended audience (the board of investor)
3.3 A range of methods of presentation has been used and technical language has been correctly used
3.2 Innovation and creative thought have been applied
LO4 Be able to use the marketing mix in different contexts
4.1 plan marketing mixes for two different segments in consumer markets
4.2 illustrate differences in marketing products and services to
businesses rather than consumers
4.3 show how and why international marketing differs from domestic marketing.
Grading grid
Assessment criteria for Pass (P)
Merit descriptor (M)
Distinction descriptor (D)
Pass criterion No. (P*.*) Merit descriptor No. (M*.*) Distinction descriptor No. (D*.*)
Pass criterion No. (P*.*) Merit descriptor No. (M*.*) Distinction descriptor No. (D*.*)
This brief has been verified as being fit for purpose
Internal
Verifier 1 <Name> Signature Date
Internal
