Qcf: Level 3, 10 Credits: 60 Glh

WELLACRE ACADEMY 2011/2012

QCF: LEVEL 3, 10 CREDITS: 60 GLH

UNIT 3 INTRODUCTION TO MARKETING Assessment 1

Assignment title

Learner’s name: Assessor’s name:

Date issued: Due date: Submitted on:

Learner declaration I declare that all the work submitted for this assignment is my own work or, in the case of group work, the work of myself and the other members of the group in which I worked, and that no part of it has been copied from any source. I understand that if any part of the work submitted for this assignment is found to be plagiarised, none of the work submitted will be allowed to count towards the assessment of the assignment.

Signed: Date:

Grade Awarded:

Grading criteria 1st Draft Assessor feedback/comments Date Assessor submitted criteria signature

1 Unit 3 WELLACRE ACADEMY 2011/2012

P1 Describe how marketing techniques are used to market products in two organisations

P2 Describe the limitations and constraints of marketing

P3 Describe how a selected organisation uses marketing research to contribute to the development of its marketing plans

P4 Use marketing research for marketing planning

P5 Explain how and why groups of customers are targeted for selected products

P6 Develop a coherent marketing mix for a new product or service

M1 Compare marketing techniques used in marketing products in two organisations

2 Unit 3 WELLACRE ACADEMY 2011/2012

M2 Explain the limitations of marketing research used to contribute to the development of a selected organisation’s marketing plans

M3 Develop a coherent marketing mix that is targeted at a defined group of potential customers.

D1 Evaluate the effectiveness of the use of techniques in marketing products in one organisation

D2 Make justified recommendations for improving the validity of the marketing research used to contribute to the development of a selected organisation’s marketing plans

Assessor signature: Date: Learner signature:

3 Unit 3 WELLACRE ACADEMY

2011/2012 Unit introduction

Marketing is at the heart of every organisation’s activity. Its importance is also growing in the non-commercial, public and voluntary sectors. Also, at the heart of marketing is the customer. This unit will introduce you to some of the tools and techniques all types of organisations use to achieve their objectives. Firstly, you will explore how different types of organisations use marketing principles to meet the needs of their customers and achieve their objectives. The constraints under which organisations operate are important and you will study the legal requirements and voluntary codes that affect marketing. You will then go on to investigate how organisations collect data through market research and turn it into useful information which can be analysed and used to plan their marketing activities. The segmentation and targeting of groups of customers is a key marketing technique and this is studied in detail. This includes the different bases for segmentation of both consumer and business markets.

Next, you will examine how a marketing mix is developed to meet the needs and aspirations of a targeted group of prospective customers, before going on to develop a marketing mix for a new product or service. The unit gives a brief overview of the principles of marketing or can be used as a basis for further study of specialist marketing units.

Learning outcomes

On completion of this unit you should:

1 Know the role of marketing in organisations

2 Be able to use marketing research and marketing planning

3 Understand how and why customer groups are marketed

4 Be able to develop a coherent marketing mix.

Unit 3 WELLACRE ACADEMY

2011/2012 Assignment 1: (P1, P2, M1, D1)

You are working as a marketing consultant and you have been assigned the task of helping to prepare training materials for sessions aimed at developing marketing skills of people working in the private, public and voluntary sector. For this assignment, you have been asked to prepare an explanation of marketing concepts and practices using examples from two contrasting organisations of Wellacre and Alton Towers to illustrate their marketing activities and the constraints under which they conduct marketing

Task 1 (P1)

You are to produce a PowerPoint presentation to present to the Senior Management which describes how Wellacre and Alton Towers use marketing techniques in marketing their product(s) or service(s). You need to choose one product or service from each organisation to undertake this task. (for example, you could look at how Alton Towers market their annual membership passes whereas for Wellacre you could look at how they market the school to year 6 learners, or how they hire out the mezzanine, or how Mr Travis runs Outstanding teacher programmes for teachers borough wide)

Evidence for P1 Deadline: ______

Task 2 (M1) Write a short report comparing and discussing the similarities and differences of the marketing techniques described in task 1 used for the product or service you have chosen in each organisation.

Evidence for M1. Deadline: ______

Task 3 (D1) Add to your report in task 2 and evaluate the effectiveness of the use of techniques in marketing products or services in ONE of your selected organisations. You need to judge the effectiveness by weighing up the pros and cons of the techniques used.

Evidence for D1 Deadline: ______

2011/2012 Task 4 (P2) Produce a Report describing the limitations and constraints under which marketers such as Wellacre and Alton Towers operate. This should include legal requirements and the use of voluntary codes and constraints. Make use of examples to explain your points.

Sources of information Journals Business Review Magazine (see www.philipallan.co.uk) The Economist (see www.economist.com) Websites Business education website (for learning materials and quizzes) www.bized.ac.uk BBC Business website www.bbc.co.uk/business For useful background www.examstutor.com/business (visit the Study Room, see Unit 6) Official UK statistics www.statistics.gov.uk Free materials and case studies www.thetimes100.co.uk/home.asp

2011/2012 Assignment 2 (P3, P4, M2, D2)

Alton Towers were so impressed with the work you produced in assessing the effectiveness of the marketing techniques that they employ to market their products, that they would now like you to investigate and comment on the organisations use of market research to contribute to the development of its marketing plan.

Task 1

Produce a report to the Alton Towers marketing department describing how Alton Towers uses market research to contribute to its development plans.

Task 2 Add a section to your report in task 1 called “LIMITATIONS”. Explain the limitations of the market research used to contribute to the development plans of Alton Towers.

Evidence for M2 Deadline: ______

Task 3 Make three justified recommendations for improving validity of the market research used to contribute to the development of Alton Towers’ marketing plans.

Evidence for D2 Deadline: ______

Task 4

The Marketing department at Alton Towers conducted a survey of 200 customers to find out what they thought about the current range of food and drink establishments at the park. Alton Towers found that;

 75% want healthier restaurant options.  82% want more cultural restaurants.  65% said the staff were unfriendly.  50% said the food provided could be of better quality.  80% said that prices in the restaurants were too high.

You are to use the results of this research to set marketing objectives for Alton Towers to use in their marketing plan

2011/2012

Assignment 3 (P5)

Very few businesses nowadays have a mass market approach and they usually target groups of customers for selected products. For example, SAGA holidays are aimed at the over 50s. The directors at Alton Towers feel they are wasting money by having a “scatter gun” approach to marketing and would get better value for money by targeting their products to different market segments.

Task 1 You are to give a presentation to marketing staff at Alton Towers explaining what market segmentation is and the main bases used to segment the market.

You should illustrate your presentation by explaining 6 different target groups for products or services offered at Alton Towers. (This should include at least two from the business-to-business market the remainder can be from the consumer market). You should describe the consumer profile for each of the 6 target groups and then explain why these groups are targeted.

2011/2012 Assignment 4 (P6, M3)

Alton Towers theme park are anxious to appeal to a wider range of customers. From their extensive market research they have discovered that adults over the age of 50 rarely visit the park unless they are bringing younger family members. They have enjoyed some success in addressing this issue by introducing theme nights and special events.

They would now like you come up with a new product or service that could target this defined group and develop a coherent marketing mix for it.

Task 1 You are to create mind map of ideas for products/services which will attract customers that are 50+. From this you should select one idea that you believe would make Alton Towers attract more customers in this age range.

Task 2 For your chosen product/service, you must develop a proposal detailing a coherent marketing mix. This should be targeted at the 50+ market.

Evidence for P6, M3 Deadline: ______

Unit 3