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QCF LEVEL 5: BTEC HIGHER NATIONAL
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are required to submit their work using the
Assessment cover sheet.
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submit your assignment to Faculty
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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.
for submission of assignment:
All work must be
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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.
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.
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
As part of the introduction to your industry analysis give a
- Explanation of the
various elements of the marketing process.
- Evaluate the
benefits and costs of marketing orientation for the selected
(This provides evidence for outcome 1 – assessment criteria 1.1 &
Task Two –
Targeting and Positioning
Access video at http://www.youtube.com/watch?feature=player_detailpage&v=RcRFBVIvJHw
type the following into Youtube : ‘Segmentation, Targeting, and
Positioning - McDonald`s’
Task : After
watching the video above, produce a written discussion and:
- Show macro and micro environmental factors which influence
McDonald’s marketing decisions.
- Propose segmentation criteria to be used for products
indifferent markets for McDonald.
- Choose a targeting strategy for a selected product/service
- Demonstrate how buyer behaviour affects marketing activities
in different buying situations at McDonald.
- Propose new positioning for a selected product/service
(This provides evidence for outcome 2 – assessment criteria 2.1, 2.2,
2.3, 2.4 & 2.5)
Task Three –
individual elements of the extended marketing mix
( Individual Power
- Explain how products are developed to sustain
- Explain how distribution is arranged to provide
- Explain how prices are set to reflect an organisation’s
objectives and market conditions
- Illustrate how promotional activity is integrated to achieve
- Analyse the
additional elements of the extended marketing mix
(This provides evidence for outcome 3 – assessment criteria 3.1, 3.2,
3.3, 3.4 & 3.5)
Task Four –
Using the marketing mix in different contexts
Store was establised in 1929, located in Petaling Jaya, Selangor. P.Lal
Store, is a third generation family-owned busines, tends to be run
informally, the way one might run the family. Together with its growth, the
family has been advised to introduce a Marketing department. However, the
owners seem reluctant and unconvinced about the benefits of such a function
in the organisation. As a Marketing Consultant, write a report to convince
the owners of the importance of including this function in their
organisation. Your report must include the following:
- Plan marketing mixes for two different segments in consumer
- Illustrate differences in marketing products and
services to businesses rather than consumers
- Show how and why international marketing differs from domestic
(This provides evidence for outcome 4 – assessment criteria 4.1, 4.2
Assessment Criteria & Grade Descriptors
Pass criteria (P1)
Merit Criteria (M1)
Distinction Criteria (D1)
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