Higher National Diploma (HND) in Business Marketing

Distribution Date : ………………
Task 1 Submission Date : 7 OCTOBER 2013……..(for formative feedback)
Task 2 Presentation : 29 OCTOBER 2013…………….. (Final)
Task 3 Submission Date : 18 NOVEMBER 2013…(for formative feedback)
Task 4 Submission Date : 6 DECEMBER 2013…..(for formative feedback)
Final Submission Date (Full Assignment) : 16 DECEMBER 2013

 

This is a broad-based unit which gives learners the opportunity apply the key principles of marketing.

Firstly, the unit looks at the definitions of marketing, and what is meant by a marketing orientation and the marketing process. Next, learners consider the use of environmental analysis in marketing and carry out their own analyses at both macro and micro levels. They will also investigate the importance of market segmentation and how this leads to the identification and full specification of target groups. Learners then consider buyer behaviour and positioning. The unit looks at the main elements of both the original and the extended marketing mix. This includes an introduction to the concept of the product life cycle, new product development, pricing strategies, distribution options and the promotion mix. Finally, learners will develop their own marketing mixes to meet the needs of different target groups. This includes considering the differences when marketing services as opposed to goods.
A range of other contexts is examined including marketing to businesses instead of consumers and the development of international markets.

 

All Assessment Criteria = Pass
All Assessment Criteria + All Merit descriptors = Merit
All Assessment Criteria + All Merit descriptors + All Distinction descriptors = Distinction

Any submitted work that does not meet the minimum requirement for pass must be re-submitted by a date given by the assessor.

 
Learners are encouraged to be familiar with the assessment criteria and contextualised grade descriptors before completing these tasks.

Task 1 [Assignment should be submitted by ……………..for formative assessment]
Task 1: Individual Assignment. This covers Learning Outcome One topics: Understand the concept and process of marketing (Week 1 – 3 lectures).
P1.1. Explain the various elements of the marketing process
P1.2. Evaluate the benefits and costs of a marketing orientation for a selected organisation
Assessment Type: Individual Word Limit: 4000 max

Task 2 [Presentation, on ……………………. for final feedback]
Group Presentation. It covers Learning Outcome Two topics: Be able to use the concepts of segmentation, targeting and positioning (Week 4-6 lectures).
P 2.1 Show macro and micro environmental factors which influence marketing decisions
P 2.2 Propose segmentation criteria to be used for products in different markets
P 2.3 Choose a targeting strategy for a selected product/service
P 2.4 Demonstrate how buyer behaviour affects marketing activities in different buying situations
P 2.5 Propose new positioning for a selected product/service
Assessment Type: Group
Group Presentation
Maximum number of members of a team is seven with a minimum of five (this can be negotiated with the Module Leader if there are a surplus of students for certain groups). Participants are asked to form their own teams and notify the module tutors of the members no later than ………………., 2013 – this should done via e-mail to ……………….@mrcollege.ac.uk. The final discretion as to size of teams remains with the Module Leader. All team members must participate in the oral presentation, preparatory research and presentation materials.
The Presentations will last for 10 minutes, with 7 minutes for presentation and 3 minutes for questions. The presentations must be in PowerPoint® format. Specific references for all material must be cited within the text of the presentation.
Students must submit a detailed report, including the plan and contents of the presentation to the module Tutor on the day of the presentation.

Task 3 [Assignment, by ………………… for formative feedback]
Individual Assignment. It covers Learning Outcome Three topics: Understand the individual elements of the extended marketing mix (Week 7 – 9 lectures)
P 3.1 Explain how products are developed to sustain competitive advantage
P 3.2 Explain how distribution is arranged to provide customer convenience
P 3.3 Explain how prices are set to reflect an organisation’s objectives and market conditions
P 3.4 Illustrate how promotional activity is integrated to achieve marketing objectives
P 3.5 Analyse the additional elements of the extended marketing mix
Assessment Type: Individual Word Limit: 4000 max

 
Task 4 [Assignment, by ………………….for formative feedback]
Individual Assignment. It covers Learning Outcome Four topics: Be able to use the marketing mix in different contexts (Week 10 – 11).
P 4.1 Plan marketing mixes for two different segments in consumer markets
P 4.2 Illustrate differences in marketing products and services to businesses rather than consumers
P 4.3 Shows how and why international marketing differs from domestic marketing.
Assessment Type: Individual Word Limit: 4000 max

 

 

 
Any act of plagiarism and collusion will be seriously dealt with according to the regulations. In this context the definition and scope of plagiarism are presented below:

‘Plagiarism occurs when a student misrepresents, as his/her own work, the work, written or otherwise, of any other person (including another student) or of any institution. Examples of forms of plagiarism include:

• the verbatim (word for word) copying of another’s work without appropriate and correctly presented acknowledgement;
• the close paraphrasing of another’s work by simply changing a few words or altering the order of presentation, without appropriate and correctly presented acknowledgement;
• unacknowledged quotation of phrases from another’s work;
• The deliberate and detailed presentation of another’s concept as one’s own.’
All types of work submitted by students are covered by this definition, including, written work, diagrams, designs, engineering drawings and pictures.

‘Collusion occurs when, unless with official approval (e.g. in the case of group projects), two or more students consciously collaborate in the preparation and production of work which is ultimately submitted by each in an identical, or substantially similar, form and/or is represented by each to be the product of his or her individual efforts. Collusion also occurs where there is unauthorised co-operation between a student and another person in the preparation and production of work which is presented as the student’s own’. Unless stated otherwise, you must not produce assignments in collaboration with fellow students where the assessment is based on the individual work. Such material will be refused by the assessor and you will receive no mark. You must not share your individual assignments with fellow students and in an event both lender and the receiver will be disqualified for the assessment.

 
If an extension is necessary for a valid reason, requests can me made using a course work extension request form available from the college. Please note that the lecturers do not have the authority to extend the coursework deadlines and therefore do not ask them to award a coursework extension.

The completed form must be accompanied by evidence such as a medical certificate in the event of you being sick.

 
Unit 4: Marketing Principles (F/601/0556)
Textbooks
Brassington F and Pettitt S — Principles of Marketing 4th Edition (Financial
Times/Prentice Hall, 2006) ISBN: 9780273695592
Kotler P et al — Principles of Marketing, 5th Edition (Financial Times/Prentice
Hall, 2010) ISBN: 9780273743279
Kotler, P., Keller, K.L., Goodman, M., & Hansen, Torben (2009) Marketing Management, Prentice Hall, England

Journals
Campaign (Haymarket Publishing)
Harvard Business Review (Harvard Business Publishing)
The Marketing Review (Westburn Publishers Ltd)
The Marketer (Journal of the Chartered Institute of Marketing Magazine)
Marketing Business (The Chartered Institute of Marketing Magazine)
Marketing Week (Centaur Communications Ltd)
The Financial Times and other daily newspapers which contain a business
section and market reports

Websites:
Marketing Week (http://www.marketingweek.co.uk/)
Chartered Institute of Marketing (http://www.cim.co.uk/Home.aspx)
Advertising Age (http://adage.com/)
Bized provides a selection of teaching and learning resources http://www.bized.co.uk/
The Financial Times business sections http://www.ft.com/
The Times 100 multimedia resources http://www.thetimes100.co.uk/

 

 

Programme: BTEC Higher National Diploma (HND) in Business
Unit Title and Number: Marketing Principles (Unit 4)
Unit Level: 4
Assignment Ref. Number:
Module Tutor:
Email:

Learner’s Name: ____________________ Learner ID: ___________________

Assessment Criteria Met Y/N Evidence Feedback
P1.1 Explain the various elements of the marketing process
P1.2 Evaluate the benefits and costs of a marketing orientation for a selected organization
P2.1 Show macro and micro environmental factors which influence marketing decisions
P2.2 Propose segmentation criteria to be used for products in different markets
P2.3 Choose a targeting strategy for a selected product/service
P2.4 Demonstrate how buyer behaviour affects marketing activities in different buying situations
P2.5 Propose new positioning for a selected product/service
P3.1 Explain how products are developed to sustain competitive advantage
P3.2 Explain how distribution is arranged to provide customer convenience
P3.3 Explain how prices are set to reflect an organisation’s objectives and market conditions
P3.4 Illustrate how promotional activity is integrated to achieve marketing objectives
P3.5 Analyse the additional elements of the extended marketing mix
P4.1 Plan marketing mixes for two different segments in consumer markets
P4.2 Illustrate differences in marketing products and services to businesses rather than consumers
P4.3 Show how and why international marketing differs from domestic marketing

Indicative characteristics
(Highlight which met) Location of Evidence Assessor feedback
M1 identify and apply strategies to find appropriate solutions • relevant theories and techniques have been applied
• effective judgements have been made
• complex problems with more than one variable have been explored
• an effective approach to study and research has been used
M2 select/design and apply appropriate methods/techniques • a range of methods and techniques have been applied
• a range of sources of information used
• the selection of methods and techniques/sources justified
• the design of methods/techniques justified
• complex information/data have been synthesised and processed
• appropriate learning methods/techniques applied
M3 present and communicate
appropriate findings • appropriate structure and approach has been used
• logical and coherent arguments have been presented
• technical language accurately used
• a range of methods of presentation has been used
• appropriate media used
• familiar and unfamiliar contexts have been used
• it is appropriate for familiar and unfamiliar audiences
D1 use critical reflection to evaluate own work and justify valid conclusions • synthesis has been used to generate and justify valid conclusions
• the validity of results has been judged
• self-criticism of approach has taken place
• evaluation has taken place using defined criteria
• realistic improvements have been proposed against defined characteristics for success
D2 take responsibility for managing and organising activities • autonomy/independence demonstrated
• substantial activities/projects or investigations have been planned, managed and organised
• joint/activities of others have been managed
• the unforeseen has been accommodated
• the importance of interdependence has been recognised
D3 demonstrate convergent, lateral and creative thinking • ideas generated and decisions taken
• self-evaluation has taken place
• convergent and lateral thinking have been applied
• problems have been solved
• capacity for innovation and creative thought has been used
• receptiveness to new ideas have been demonstrated
• unfamiliar contexts have been applied

 

 

Feedback of this coursework will normally be given to students three weeks after the submission of an assignment.

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