Hey there! Sign in to join this conversationNew here? Join for free

BTEC Business Level 3 - designing a marketing campaign Watch

    • Thread Starter
    Offline

    3
    ReputationRep:
    I am currently doing btec business Level 3 , and I will have an exam which involves having to develop a marketing campaign.
    Beforehand however I have been given a different scenario to do as a practice, and I'm not sure if its me or the teaching, but I have no idea where to even start when it comes to the research I need to do as prep for the exam.

    Does anyone know what I should be researching and where I should be looking in order to find this data?
    Thank you in advance!
    Offline

    6
    ReputationRep:
    Hey, To develop a marketing campaign there are a number of things that needs to be done. This unit is the easiest as you do not require any memorisation or learning to a big extent, its all about applying marketing knowledge. I can not teach you marketing over this platform however there is the BTEC book that goes into depth about this unit. BTEC Nationals Business Student Book 1 + Activebook: For the 2016 specifications on amazon. Once you have read through it becomes apparent the things that make up a rationale for a marketing campaign which includes:
    Aims and Objectives
    Type of market- Mass or Niche
    Market segmentation
    Unique selling point
    Constraints
    Influences on marketing activity:- Internal or External (PESTLE)
    ------ The above is everything they want you to research and know in order to develop the rationale. To develop rationale you need to:
    Conduct primary and secondary research
    Identify target markets
    Identify size, structure and trends in the market
    Identify competition
    Write about the: reliability, validity, appropriateness, currency and cost of your rationale
    Analyse data to make marketing decisions, Evaluate the reliability and validity of the information
    Product life cycle
    ------- The above might look like a heavy workload however its very short, Takes approximately 6 hours or less to find every information.
    Once you completed the above, you need to plan the marketing campaign
    So for aim and objectives, you will need to form SMART Aims and Objectives
    Form an outline of the marketing plan so this will include things like people required to achieve goals, deadlines, budget and how you will measure the success factors.
    Situational Analysis to include SWOT and PESTLE
    Target Market
    Use extended marketing mix and its factors to outline what will influence customers to buy the products and services.
    and finally how to monitor the campaigns milestones and evaluate the process of planning through questions. Appropriateness of marketing campaign- This is like the conclusion and justification to all the above and will include information about sustainability, legal and ethical considerations etc.

    The specification for BTEC Business also includes an outline of everything related to the unit to help you begin the process of research and preparation. Everything i have mentioned is explained in depth on the BTEC book.
    • Thread Starter
    Offline

    3
    ReputationRep:
    (Original post by Solbusiness)
    Hey, To develop a marketing campaign there are a number of things that needs to be done. This unit is the easiest as you do not require any memorisation or learning to a big extent, its all about applying marketing knowledge. I can not teach you marketing over this platform however there is the BTEC book that goes into depth about this unit. BTEC Nationals Business Student Book 1 + Activebook: For the 2016 specifications on amazon. Once you have read through it becomes apparent the things that make up a rationale for a marketing campaign which includes:
    Aims and Objectives
    Type of market- Mass or Niche
    Market segmentation
    Unique selling point
    Constraints
    Influences on marketing activity:- Internal or External (PESTLE)
    ------ The above is everything they want you to research and know in order to develop the rationale. To develop rationale you need to:
    Conduct primary and secondary research
    Identify target markets
    Identify size, structure and trends in the market
    Identify competition
    Write about the: reliability, validity, appropriateness, currency and cost of your rationale
    Analyse data to make marketing decisions, Evaluate the reliability and validity of the information
    Product life cycle
    ------- The above might look like a heavy workload however its very short, Takes approximately 6 hours or less to find every information.
    Once you completed the above, you need to plan the marketing campaign
    So for aim and objectives, you will need to form SMART Aims and Objectives
    Form an outline of the marketing plan so this will include things like people required to achieve goals, deadlines, budget and how you will measure the success factors.
    Situational Analysis to include SWOT and PESTLE
    Target Market
    Use extended marketing mix and its factors to outline what will influence customers to buy the products and services.
    and finally how to monitor the campaigns milestones and evaluate the process of planning through questions. Appropriateness of marketing campaign- This is like the conclusion and justification to all the above and will include information about sustainability, legal and ethical considerations etc.

    The specification for BTEC Business also includes an outline of everything related to the unit to help you begin the process of research and preparation. Everything i have mentioned is explained in depth on the BTEC book.
    Hi there, thank you for your help, I still have to say though, that I have recieved unclear/mixed messages from a sample campaign I read from Pearson, and my teacher
    What I still don’t completely get is how to split work between activity 1 - the rationale and activity 2- design a budgeted marketing campaign. I don’t know what I should be putting in each
    Offline

    6
    ReputationRep:
    (Original post by bramblefoot)
    Hi there, thank you for your help, I still have to say though, that I have recieved unclear/mixed messages from a sample campaign I read from Pearson, and my teacher
    What I still don’t completely get is how to split work between activity 1 - the rationale and activity 2- design a budgeted marketing campaign. I don’t know what I should be putting in each
    Sorry for the late response, If you want my advice, the teachers are not used to this new 2016 specification, ALWAYS refer to the Pearson specification. So basically activity 1 includes marketing aims and objectives, research data on the market and competition and justification for your rationale. Activity 2 contains a budgeted plan with timescale. To really know what you need to put into each, buy the 2016 BTEC book i listed and also look at the mark scheme to know what you need to write: (Skip to page 12)
    https://qualifications.pearson.com/c...g-Campaign.pdf
    • Thread Starter
    Offline

    3
    ReputationRep:
    (Original post by Solbusiness)
    Sorry for the late response, If you want my advice, the teachers are not used to this new 2016 specification, ALWAYS refer to the Pearson specification. So basically activity 1 includes marketing aims and objectives, research data on the market and competition and justification for your rationale. Activity 2 contains a budgeted plan with timescale. To really know what you need to put into each, buy the 2016 BTEC book i listed and also look at the mark scheme to know what you need to write: (Skip to page 12)
    https://qualifications.pearson.com/c...g-Campaign.pdf
    Ah thanks, That looks really helpful, I’ll take a look. Although what I can’t seem to make sense of, is what exactly is the justification of the rationale, I don’t know what it is telling me to do
    Offline

    6
    ReputationRep:
    (Original post by bramblefoot)
    Ah thanks, That looks really helpful, I’ll take a look. Although what I can’t seem to make sense of, is what exactly is the justification of the rationale, I don’t know what it is telling me to do
    I will give you an idea of what to write:
    The rationale can be justified because: The strategies have been identified and given a deadline of 10 months. Using the Gannt chart, I have identified the required tasks and planned time accordingly to the complexity of each tasks. The marketing message is clear and communicates the intended message to the target audience. The marketing mix was used to aid in marketing the product. This involved identifying the product, pricing, promotions, place etc. The price is right as the market research shows competitors pricing to be within similar range. When addressing the right media platform, the use of TV adverts was not a good choice because it is very costly when compared to online adverts and its ability to reach a larger audience. Contingencies and fixed payments were calculated and maintained within the budget to maximise profits. e.g This campaign mainly relies on the marketing abilities of employees thus why a massive part of the budget being dedicated to the employment of specialist staff. The timelines provided also include extra time gaps for any unexpected circumstances. Each timeline contains a key performance indicator to monitor the campaigns progress.

    I wont go into full depth there is like 5 more key things you need to talk about, check on that BTEC book. To justify something you just need to give an explanation as to why you have chosen to do it this way. Like if the product is going to be sold to people at age groups 18-49 at £5.99, you can justify this by saying you checked through competitors pricing and as the product is being aimed at people with low income/limited spending power, this is the most appropriate pricing.
 
 
 
  • See more of what you like on The Student Room

    You can personalise what you see on TSR. Tell us a little about yourself to get started.

  • Poll
    What newspaper do you read/prefer?
    Useful resources

    Features

    Blinkered horse

    Take off your BTEC blinkers

    Find out the truth behind the BTEC myths.

    Polling station sign

    BTEC essentials

    What you really need to know about studying BTEC.

    Groups associated with this forum:

    View associated groups
  • See more of what you like on The Student Room

    You can personalise what you see on TSR. Tell us a little about yourself to get started.

  • The Student Room, Get Revising and Marked by Teachers are trading names of The Student Room Group Ltd.

    Register Number: 04666380 (England and Wales), VAT No. 806 8067 22 Registered Office: International House, Queens Road, Brighton, BN1 3XE

    Quick reply
    Reputation gems: You get these gems as you gain rep from other members for making good contributions and giving helpful advice.