GUIDELINES FOR MARKETING PRINCIPLES ASSIGNMENT 1

Unit Outcomes
Outcome Evidence for the criteria Feedback Assessors decision Internal Verification

Explain the various elements of the marketing process

Investigate the concept and process of marketing (1)

Marketing audit; integrated marketing; environmental analysis; SWOT analysis; marketing objectives; constraints; options; plans to include target markets and marketing mix; scope of marketing

Evaluate the benefits and costs of a marketing orientation for a selected organisation

Links between marketing orientation and building competitive advantage; benefits of building customer satisfaction; desired quality; service and customer care; relationship marketing; customer retention; customer profitability; costs of a too narrow

Explore the concepts of segmentation, targeting and positioning (2)

Show macro and micro environmental factors which influence marketing decisions

Macro environment: environmental scanning; political, legal, economic, socio-cultural, ecological and technological factors Micro environment: stakeholders (organisations own employees, suppliers, customers, intermediaries, owners, financiers, local residents, pressure groups and competitors); direct and indirect competitors; Porters competitive forces a

Propose segmentation criteria to be used for products in different markets

Segmentation: process of market selection; macro and micro segmentation; bases for segmenting markets, (geographic, demographic, psychographic and behavioural); multivariable segmentation and typologies; benefits of segmentation; evaluation of segments and targeting strategies; positioning; segmenting industrial markets; size; value; standards; industrial classification Targeting strategies; definition and meaning; policy options: Choose 1 (Undifferentiated marketing, concentrated marketing, differentiated marketing); advantages & disadvantages of your choice and explain the factors influencing your choice.

Choose a targeting strategy for a selected product/service

Outcome

Evidence for the criteria

Feedback

Assessors decision

Internal Verification

Demonstrate how buyer behaviour affects marketing activities in different buying situations

Buyer behaviour: dimensions of buyer behaviour; environmental influences; personal variables demographic, sociological, psychological motivation, perception and learning; Social factors; physiological stimuli; attitudes; other lifestyle and life cycle variables; consumer and organisational buying

Propose new positioning for a selected product/service

Positioning: definition and meaning of re-positioning; provide case examples; identify gaps in the market; conduct product-positioning mapping; explain the influence over marketing mix factors; M1 D1 M2 D2

Merit grades awarded Distinction grades awarded

M3 D3

Comments by Assessor - Common Skills

A B C D E F G

Assignment
( ) Well-structured; Reference is done properly / should be done (if any) Overall, youve

Areas for improvement:

ASSESSOR SIGNATURE NAME:.........................................................................................

DATE

(Oral feedback was also provided) STUDENT SIGNATURE NAME :..............................................................................

FOR INTERNAL USE ONLY VERIFIED YES NO DATE NAME : .......................................................................... : ...........................................................................

DATE

VERIFIED BY : ...........................................................................

COMMON SKILLS & COMPETENCIES ASSESSED (indicated by X)

A. MANAGING & DEVELOPING SELF
1. Managing own roles & responsibilities 2. Manage own time in achieving objectives 3. Undertakes personal and career development 4. Transfer skills gained to new/changing situations & contexts

D. MANAGING TASKS & SOLVING PROBLEMS

12. Use information sources

13. Deal with a combination of routine & non-routine tasks 14. Identify & solve routine & non-routine problems

B. WORKING WITH & RELATING TO OTHERS

5. Treat others beliefs and opinions with respect 6. Relate & interact effectively with individuals & groups 7. Work effectively as a team member

E. APPLYING NUMERACY

15. Applying numerical skills and techniques

F. APPLYING TECHNOLOGY
16. Use a range of technological equipment and systems

C. COMMUNICATING
8. Receive and respond to a variety of information 9. Present information in a variety of visual forms 10. Communicate in writing 11. Participate in oral & no-verbal communication

X X

G. APPLYING DESIGN AND CREATIVITY

17. Applying a range of skills and techniques to develop a variety of ideas in the creation of new / modified products, services or situations 18. Use a range of thought processes