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    486 Marketing Essentials Brief

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    DavidLe
    This document provides an overview of the marketing essentials unit. It outlines three learning outcomes which examine the role of marketing, use of the marketing mix, and developing a basic marketing plan. Key topics covered include the marketing concept, marketing roles, marketing environment, the 7Ps of marketing, and the marketing planning process.

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    486 Marketing Essentials Brief

    Uploaded by

    DavidLe
    455 views5 pages
    This document provides an overview of the marketing essentials unit. It outlines three learning outcomes which examine the role of marketing, use of the marketing mix, and developing a basic marketing plan. Key topics covered include the marketing concept, marketing roles, marketing environment, the 7Ps of marketing, and the marketing planning process.

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    Marketing Essentials Brief

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    This document provides an overview of the marketing essentials unit. It outlines three learning outcomes which examine the role of marketing, use of the marketing mix, and developing a basic marketing plan. Key topics covered include the marketing concept, marketing roles, marketing environment, the 7Ps of marketing, and the marketing planning process.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    455 views5 pages

    486 Marketing Essentials Brief

    Uploaded by

    DavidLe
    This document provides an overview of the marketing essentials unit. It outlines three learning outcomes which examine the role of marketing, use of the marketing mix, and developing a basic marketing plan. Key topics covered include the marketing concept, marketing roles, marketing environment, the 7Ps of marketing, and the marketing planning process.

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    You are on page 1of 5

    Unit 2: Marketing Essentials

    Unit code R/508/0486


    Unit type Core
    Unit level 4
    Credit value 15
    TQT 150

    Introduction
    This unit is designed to introduce students to the principles of marketing, enabling
    them to develop a basic marketing plan and to employ elements of the marketing
    mix to achieve results. While they will learn the underpinning theories and
    frameworks, they will also be able to relate these to real-world examples, including
    products/services that they encounter in their own daily lives.
    Organisations such as Apple, Google, VISA, Burberry, Zara, Cadbury, Nestle,
    Unilever, Coca-Cola, Unicef, BP and small local businesses all have at least one
    thing in common: they all use marketing to influence us to engage with their
    products and/or services. Whether it is becoming a loyal customer buying a product
    and service or donating to a charity, organisations use a range of marketing
    techniques and tools to inform and influence us.
    The knowledge, understanding and skill sets that students will gain on successfully
    completing this unit will enhance their career opportunities; whether setting up
    their own business or being employed by an organisation.

    Learning Outcomes
    By the end of this unit a student will be able to:
    1 Explain the role of marketing and how it interrelates with other functional units
    of an organisation.
    2 Compare ways in which organisations use elements of the marketing mix (7Ps)
    to achieve overall business objectives.
    3 Develop and evaluate a basic marketing plan.

    74 Pearson BTEC Levels 4 and 5 Higher Nationals in Business


    Specification – Issue 1 – January 2016 © Pearson Education Limited 2016
    Essential Content

    LO1 Explain the role of marketing and how it interrelates with other
    functional units of an organisation

    Definitions and the marketing concept:


    Definitions of marketing and the nature of marketing.
    The development of the marketing concept, including current and future trends.
    How the external environment influences and impacts upon marketing activity.

    The role of marketing:


    The structure and operations of marketing departments.
    Overview of marketing processes that include analysis, strategic planning and
    the marketing mix.
    The different roles of marketing within both a B2C and B2B context.

    The interrelationships of functional units:


    Marketing as a business function.
    The different roles of business units and the interrelationships between these
    functional units and marketing.

    LO2 Compare ways in which organisations use elements of the marketing


    mix (7Ps) to achieve overall business objectives

    The 7Ps marketing mix:


    Product: Differences between products and services, importance of brands,
    product development and product lifestyle.
    Price: Pricing context, pricing strategies and tactics.
    Place: Channel management, supply chain management and logistics.
    Promotion: Integrated communication mix and promotional tools.
    People: The different roles of ‘people’ in marketing, including customer
    interfacing and support personnel. The different skills, attitudes and behaviour
    of people delivering the product or service to customers.
    Physical evidence: The tangible aspects of service delivery − visual, aural and
    olfactory elements.
    Process: Systems and processes involved in delivering a consistent service.
    Different types of processes used to expedite the marketing function.

    Achieving overall business objectives:


    The shift from the 4Ps to the 7Ps and the significance of the extended
    marketing mix.
    An overview of the marketing planning process (Analysis, Planning,
    Implementation and Control) and marketing strategy.

    Pearson BTEC Levels 4 and 5 Higher Nationals in Business 75


    Specification – Issue 1 – January 2016 © Pearson Education Limited 2016
    LO3 Develop and evaluate a basic marketing plan

    Marketing planning:
    The importance and value of marketing plans.
    The links between marketing plans, marketing objectives and marketing
    strategies.
    Evaluating and monitoring marketing plans using appropriate control and
    evaluation techniques such as sales analysis, market-share analysis, efficiency
    ratios and cost-profitability analysis.

    Structure and development of marketing plans:


    Market segmentation and target market selection.
    Setting goals and objectives, situational analysis tools and techniques,
    creating a marketing strategy and allocation of resources and monitoring and
    control measures.

    76 Pearson BTEC Levels 4 and 5 Higher Nationals in Business


    Specification – Issue 1 – January 2016 © Pearson Education Limited 2016
    Learning Outcomes and Assessment Criteria

    Pass Merit Distinction


    LO1 Explain the role of marketing and how it
    interrelates with other functional units of an
    organisation

    P1 Explain the key roles M1 Analyse the roles and D1 Critically analyse and
    and responsibilities of the responsibilities of evaluate the key elements
    marketing function. marketing in the context of the marketing function
    of the marketing and how they interrelate
    P2 Explain how roles and
    environment. with other functional units
    responsibilities of
    of an organisation.
    marketing relate to the M2 Analyse the
    wider organisational significance of
    context. interrelationships between
    marketing and other
    functional units of an
    organisation.

    LO2 Compare ways in which organisations use


    elements of the marketing mix (7Ps) to achieve overall
    business objectives

    P3 Compare the ways in M3 Evaluate different LO2 & 3


    which different tactics applied by
    D2 Design a strategic
    organisations apply the organisations to
    marketing plan that
    marketing mix to the demonstrate how business
    tactically applies the use
    marketing planning objectives can be
    of the 7Ps to achieve
    process to achieve achieved.
    overall marketing
    business objectives.
    objectives.
    LO3 Develop and evaluate a basic marketing plan

    P4 Produce and evaluate M4 Produce a detailed,


    a basic marketing plan for coherent evidence-based
    an organisation. marketing plan for an
    organisation.

    Pearson BTEC Levels 4 and 5 Higher Nationals in Business 77


    Specification – Issue 1 – January 2016 © Pearson Education Limited 2016
    Recommended Resources
    BRASSINGTON, F. and PETTITT, S. (2012) Essentials of Marketing. 3rd Ed. Harlow:
    Pearson.
    GROUCUTT, J. and HOPKINS, C. (2015) Marketing (Business Briefings). London:
    Palgrave Macmillan.
    JOBBER, D. and CHADWICK, F. (2012) Principles and Practice of Marketing. 7th Ed.
    Maidenhead: McGraw-Hill.
    KOTLER, P. and ARMSTRONG, G. (2013) Principles of Marketing. London: Prentice
    Hall.
    MCDONALD, M. and WILSON, H. (2011) Marketing Plans: How to Prepare Them,
    How to Use Them. 7th Ed. Chichester: John Riley and Sons.

    Journals
    Journal of Marketing
    Harvard Business Review

    Websites
    American Marketing Association www.ama.org
    Chartered Institute of Marketing (UK) www.cim.co.uk

    Links
    This unit links to the following related units:
    Unit 1: Business and the Business Environment
    Unit 22: Product and Service Development
    Unit 23: Integrated Marketing Communications
    Unit 37: Consumer Behaviour and Insight
    Unit 40: International Marketing

    78 Pearson BTEC Levels 4 and 5 Higher Nationals in Business


    Specification – Issue 1 – January 2016 © Pearson Education Limited 2016

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