Marketing Principles and Techniques | My Assignment Tutor

L3 Marketing Principles and Techniques SA1 V1 07/2015Unit 3.24 Marketing Principles and TechniquesLevel 3 15 CreditsYou have just finished your course and have been working in a small family run business for6 months. It has a great product – but you can see that the family has no idea aboutdeveloping their market share. They do not appear to understand the concept of marketingand you decide to produce some information for them.You intend to collate your information as a formal report and give it to key members of staffso that it will impact on the future of the company and lead to a permanent job for you.(NB for the purposes of this assignment, you can choose the product that the organisationsells and the market in which it operates)Task 1 –What is marketing?You must start with the basics. In the first part of your report you should:• tell them about marketing. Describe the diverse activities carried out in marketingdepartments in other businesses. Provide examples to help your colleaguesunderstand the full range of activities they could undertake to promote the business• explain market segmentation as a tool to identify customers. Give examples of thedifferent market segments your business attracts• explain the marketing mix and apply it to your products.Extension activities:To gain a merit grade you must also:Explain why different tools are used to market products and services. You mustprovide examples to illustrate your answer.To gain a distinction grade you must also:Analyse how the marketing mix is used to support decision making in businessesLO1 AC 1.1, 1.2, 1.3Task 2 –Market researchYou feel that your company needs to find out more about its customers and the market inwhich you operate. To help them your report includes a section in which you:• explain the aims of research and market analysis• describe market research methods. Give examples of methods that would besuitable for your own organisation.• outline market analysis tools and techniques that could be usedTo gain a distinction grade you must also:Evaluate the market research methods used for the products and/or services youhave chosenLO1 AC 2.1, 2.2, 2.3L3 Marketing Principles and Techniques SA1 V1 07/2015Task 3 – E-marketingTo bring this organisation completely up-to-date, you really want them to use e – marketingSo you add a further section to the report in which you:• describe the methods used to e-market products and services• explain how companies manage their online image. (You may wish to provide recentexamples where this has been both well and poorly managed and the impact this hashad on the organisation involved.)Extension activities:To gain a merit grade you must also:assess the benefits of e-marketing compared to traditional marketing techniquesTo gain a distinction grade you must also:evaluate the measures companies need to take to manage their online image.LO1 AC 4.1, 4.2Task 4 – Applying your learningYou are inspired by your learning and progress to date. You decide to do some additionalwork to get the process started by applying some of your market analysis techniques to yourorganisation. You decide to:• use market analysis techniques to research the target market for your own productor service• interpret the findings of your market research and market analysis• present your findings to the marketing team.Extension activities:To gain a merit grade you must also:use market analysis techniques to make informed product or service decisions thatyou hope the company will agree withuse appropriate technology to present findings of market research and analysis.To gain a distinction grade you must also:analyse and present the findings of your market research to inform marketingobjectives.make recommendations to the marketing team based on your analysis.LO1 AC 3.1, 3.2, 3.3


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