Beruflich Dokumente
Kultur Dokumente
Learning hours: 60
NQF level 4: BTEC Higher National H2
Description of unit
This unit is designed to provide learners with a comprehensive understanding of the key areas of
advertising and promotion as part of an integrated approach to marketing communications.
Learners will develop the ability to determine specific promotional activities in response to target
audience and other stakeholders characteristics, and to apply and justify appropriate promotional
mixes within a strategic and tactical framework.
Content
1. Marketing communications
Communication process:
response-hierarchy models,
Regulation of promotion:
Sale of Goods Act, Trade Descriptions Act, Consumer Credit Act, Data Protection
Act;
Current trends:
media fragmentation,
micro-marketing,
brand proliferation,
media costs,
role of IT,
cyber consumers,
2. Advertising
Role of advertising:
Branding:
agency structures,
key account management and the stages in developing key account relationships
3. Below-the-line techniques
Primary techniques:
sales promotion,
public relations,
direct marketing,
Other techniques:
explain the structure, role and relationships between parties in the communications
industry
identify current trends in advertising and promotion and evaluate their impact
use models to assess the impact of advertising and promotion on customer behavior
3. Assess the role of below-the-line techniques and how they are used
Guidance
Delivery
This unit can be delivered as a stand-alone unit or as part of the marketing pathway. Wherever
possible, an integrated approach of academic and practical skills should be delivered. Emphasis
in this unit should be towards an observational approach to promotional practice necessitating
involvement in documentary and analytical studies based on current or case study marketing
activities and the practical application of the communications mix for a given product or service.
Assessment
Evidence of outcomes may be in the form of written or oral assignments or tests. The
assignments may be on real problems or case studies. Evidence produced at outcome level can
maximise flexibility of delivery although tutors may find implementation of the unit using the
framework of a promotion plan, as a total package, better suited to the needs of learners. A
portfolio of evidence generated through work placement could provide evidence against
outcomes, although it is more likely that evidence will be generated by a combination of tutorled
assignments or tests.
Evidence could include:
a group brand tracking study conducted across the academic year, which observes records
and analyses campaign techniques used by a major brand
Links
This unit forms a direct link with the other marketing units in the HN Business programme: Unit
1: Marketing, Unit 17: Marketing Intelligence, Unit 19: Marketing Planning and Unit 20: Sales
Planning and Operations.
Resources
Access should be available to a learning resource centre with a wide range of marketing texts and
companions. Texts should be supported by tracking of latest developments within the
communications industry from trade journals (Campaign, Marketing Week, Marketing, Incentive
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and Marketing Business could be used) and Trade Association Monthly Bulletins (ASA). Case
studies, videos and documented examples of current practice should illustrate the topical nature
of this unit. Access to media statistics and cost information, BRAD and media research reports
eg JICNARS is desirable. Where appropriate, guest speakers from the industry should be invited
to contribute.
Support materials
Textbooks
Sufficient library resources should be available to enable learners to achieve this unit.
Particularly relevant texts are:
Fill C Marketing Communications: Contexts, Strategies and Applications 3rd Edition
(FT/Prentice Hall, 2002) ISBN: 0273655000
Smith P R and Taylor J Marketing Communications, An Integrated Approach
(Kogan Page, 2001) ISBN: 0749436697
Yeshin T Integrated Marketing Communications: The Holistic Approach (CIM/Butterworth
Heinemann, 1998) ISBN: 0750659637
Journals and newspapers
BRAD
Campaign
The Financial Times and other daily newspapers which contain a business section and market
reports
International Journal of Advertising
International Journal of Corporate Communications
Journal of Product and Brand Management
Marketing
Marketing Business
Marketing Incentive
Marketing Review
Marketing Week
Videos
Lucozade and Lara Croft (1998, TV Choice) TV advertisement for a revamped product
The Marketing Mix at Cadburys (1998, TV Choice) the thinking, planning and advertising
behind the launch of the Fuse chocolate bar
What Is Marketing? (2001, TV Choice) covers 4Ps and branding
Websites
www.bized.ac.uk provides case studies appropriate for
educational purposes
www.cim.co.uk The Chartered Institute of Marketings site
contains a useful Knowledge Centre
www.marketing.haynet.com Marketing magazine
www.revolution.haynet.com Revolution magazine
www.thetimes100.co.uk multimedia resources
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