Pearson BTEC International Level 3 Certificate, Subsidiary Diploma,

Foundation Diploma, Diploma, Extended Diploma

October 2021 – Version 2

Recommended Time 9 hours
Paper
reference 40908M
Business
Enterprise and Entrepreneurship
UNIT 2: Research and Plan a Marketing Campaign
Pearson Set Assignment Brief
 Single Part Assessment

You do not need any other materials.

For use with:

Pearson BTEC International Level 3 qualifications in Business
Pearson BTEC International Level 3 qualifications in Enterprise and
Entrepreneurship

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©2021 Pearson Education Ltd.

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 Instructions to Teachers and Tutors
The Pearson Set Assignment will be assessed internally by the centre using the unit
assessment criteria detailed in the qualification specification. The assignment will be
sampled by the Standards Verifier as part of the standards verification annual centre visit.
Conditions of supervision
The Pearson Set Assignment should be undertaken in conditions that assure the
authenticity of outcome. This may require supervision.
We advise that the Pearson Set Assignment be completed in sessions that come to a total
of 9 hours. The Pearson Set Assignment should not be shared with learners prior to the
start of the assessment period. Teachers/tutors are responsible for security of the Pearson
Set Assignment and materials.
Outcomes for submission
Learners must complete this set assignment on a computer using word processing
software. Learners must save their work regularly and ensure that all materials can be
identified as their work.
Learners must submit their own, independent work as detailed in the set assignment.
Each learner must complete an authentication sheet.

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 Instructions to Learners
Read the Set Assignment Information and Set Assignment carefully.
You will be asked to carry out specific activities under supervised conditions, using the
information provided. You will be given more than one timetabled session to complete
these activities, including time to produce preparatory notes to support you during the
assessment. Your tutor will advise you of the scheduled sessions for this work.
Your preparatory notes should:
• be individually and independently prepared by you
• contain a maximum of four sides of A4, either handwritten or typed (if typed
12-point font)
• use short, bullet-point style information, and cannot contain long narrative pieces
of text.
At all times you must work independently and must not share your work with other
learners. You must complete an authentication sheet and submit this along with your work.
This document contains the information you need to prepare for the Set Assignment.

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 Set Assignment Information
Scenario
Glad Rags is a boutique fashion business that caters for young people. The business
started in 2010 and at the beginning had a small number of local stores, but quickly
realised that the future lay in online trading. Clicks triumphed over bricks and the
business has never looked back. It operates under fast fashion principles, introducing
new lines every week. The mission is to make fashion fun and has been highly successful.
An increasing awareness of the environment and the social impact of the fashion
industry has led to a new product range being planned.
The new range is being developed for introduction in six months’ time. The theme of the
new range is sustainable activewear for young adults. The range is to be called Work &
Play. The clothing will be made of repurposed materials - plastic bottles and fibres - and
purchasers will have an opportunity to recycle the garments when they have finished
with them and want to buy new items for their wardrobe.
You have been given responsibility for creating the marketing campaign for the Work &
Play range. The campaign budget is $30,000 and will run for six to eight weeks.

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 Set Assignment
You must complete ALL activities.
ACTIVITY 1 - Research the market
The product:
Work & Play is a response to the global concern about the environment and a realisation
that the fashion and textile industry is one of the most polluting industries in the world.
Glad Rags hopes that Work & Play will appeal to young adults who want to continue
enjoying their fast fashion but in a responsible way. The garments will retail at between
$10 and $30 depending on the style. There will be a range of tops, hoodies, leggings,
T-shirts, dresses, shorts, tracksuits and joggers.
You are to research the fashion garment market and an existing marketing campaign.
Part One
You should research relevant secondary sources for data on the fashion and textile
industry. Use company websites, trade journals, and media sources of the fashion
industry campaigns. You should research these aspects, relevant to the Work & Play line
of clothing.
Make notes on your research (to use for the rationale in Activity 2), covering:
• competitors
• market size, share and structure
• target market
• trends
• external influences.
Part Two
You should also research an existing fashion retailer’s marketing campaign. Write up the
results of the research in a report that evaluates the effectiveness of the campaign. You
should cover the following:
• costs
• timescales
• media used
• message communicated
• use of marketing tools to enhance the effectiveness of the campaign
• appropriateness of the campaign.
This activity covers learning aims A and B.
A.P1
B.P3, B.P4, B.M2, B.D2

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ACTIVITY 2 - Produce a marketing campaign rationale
Based on the research you have carried out in Activity 1, prepare a rationale for the
marketing campaign for the launch of Work & Play. You should use marketing tools and
models and cover:
• marketing aims and objectives
• research data on the market to include:
– an analysis of your research, using appropriate tools
– target market
– size, structure, trends
– competitor analysis
• judgements relating to the reliability and validity of the information researched
• reasons for the approach you have taken in the rationale.
This activity covers learning aim A.
A.P2, A.M1, A.D1

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ACTIVITY 3 - Produce a marketing plan
Based on the rationale from Activity 2, you must produce a plan for the marketing
campaign for Work & Play. This should include an appropriate:
• campaign budget
• timescale
• marketing mix
• marketing message
• selection and justification of media.
This activity covers learning aim C.
C.P5
ACTIVITY 4 - Produce a report
Produce a formal report for the directors of Glad Rags that gives details of your reasons
for the approaches used in the plan for the Work & Play marketing campaign.
This activity covers learning aim C.
C.P6, C.M3, C.D3

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 Pass Merit Distinction

Learning aim A: Explore how different markets are

researched using different models and tools
A.P1 Perform market A.D1 Evaluate the findings
research in a given context A.M1 Analyse a market of own comprehensive
using different methods for a given context, based market research for a given
and tools. on own detailed market context.
A.P2 Explain features of a research.
market for a given context.
Learning aim B: Explore approaches to product
marketing nationally and internationally
B.P3 Explain the way
in which a product is B.D2 Evaluate the
marketed in a given B.M2 Analyse the effectiveness of the
context. effectiveness of the marketing of a product in a
marketing of a product in a given context.
B.P4 Explain the
effectiveness of the given context.
marketing of a product in a
given context.
Learning aim C: Develop a plan for a marketing
campaign for a new product
C.P5 Produce a plan for a
marketing campaign for C.D3 Justify decisions and
a new product in a given C.M3 Analyse decisions approaches taken in own
market. and approaches taken in plan for a comprehensive
own detailed plan for a marketing campaign for
C.P6 Explain decisions marketing campaign for a new product in a given
and approaches taken in a new product in a given market.
own plan for a marketing market.
campaign for a new
product in a given market.

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