Transcript Document

Marketing and Consumer Behaviour
Duncan Jordan
CAM Examiner
Assignment brief
December 2013 / March 2014
General advice
Presentation title
- Identifying command words:
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Recommend.
Analysis.
Evaluate.
- Relate the concept to the chosen organisation – Application.
- Read from a wide range of sources.
- Format work correctly:
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Quotes.
Diagrams.
Tables.
Spelling.
General formatting.
Task 1 Marketing Principles - 20%
Presentation title
Produce a Website Article
• Correct format 2 or 3 column layout candidates choice.
• Publishing Software not required - a clear idea of how the article
should be presented online is sufficient .
• Where diagrams are used, they should be relevant and self
explanatory.
• Theory should be supported by practical application.
Task 1 Marketing Principles - 20%
Presentation title
• Describes how marketing is considered in relation to the exchange
process and a philosophy of business.
This task has two
• Explains how the extended marketing mix may be used
by organisation in
parts:
the following sectors: Private, public, not-for-profit (e.g,
• charities)
The exchange
process.
Marketing
as a
• Explains the importance of marketing KPIs and metrics• with
reference
to a
philosophy
of
marketing dashboard for ONE of the above sectors
business.
Task 1 Marketing Principles - 20%
Presentation title
• Describes how marketing is considered in relation to the exchange
process and a philosophy of business.
• Explains how the extended marketing mix may be used by
organisations in the following sectors: Private, public, not-for-profit
(e.g. charities).
• Explains the importance of marketing KPIs and metricsA with
a
tablereference
could be to
used
marketing dashboard for ONE of the above sectors here to help the
candidate explain how
the extended
marketing mix is used
in the different sectors.
Task 1 Marketing Principles - 20%
Presentation title
The reasons identified
need to be linked to
• Describes how marketing is considered in relation to the
exchange
and
explained in the
process and a philosophy of business.
context of just one of
the sectors.
• Explains how the extended marketing mix may be used by organisation in
the following sectors: Private, public, not-for-profit (e.g, charities)
• Explains the importance of marketing KPIs and metrics with
reference to a marketing dashboard for ONE of the above sectors.
Task 2 Research -10%
Presentation title
Produce a Presentation
• Candidates are required to produce an 8 slide presentation with
speaker notes.
• It is important to remember that presentation should be fit for
purpose within a normal business context – flow and structure
should be considered.
• Candidates should consider this task as if they were presenting.
Notes represent the script and slides should provide a summary
of the notes section.
Task 2 Research -10%
Presentation title
• Explain the different methods by which primary data can be
obtained and how it can be used within the organisation.
• Evaluation of the strengths and weakness of 3 qualitative research
methods.
The identified methods
should be explained
within the context of
the candidate’s own
organisation.
Task 2 Research 10%
Presentation title
This needs to be more
than just a bullet list
and should provide a
detailed description.
• Explain the different methods of primary data can be obtained and how it
can be used within the organisation.
• Evaluation of the strengths and weakness of 3 qualitative research
methods.
Task 3 Communication, Advertising and Media - 30%
Presentation title
• Explains the purpose of marketing communications in the following
situations:
– increasing market share.
– encouraging customer loyalty.
Explain the purpose
in both contexts;
beyond–
• Evaluates the different promotional tools, using the 4Csmove
framework
description
cost, credibility, communications effectiveness and control
– in the and
explain
context of your organisation: advertising, public relations,
saleshow it will
achieve this.
promotions, personal selling, direct marketing.
• Explains how the elements of the DRIP framework link to each stage of
the relevant Decision Making Process for your organisation.
Task 3 Communication, Advertising and Media 30%
Presentation title
Evaluate the
advantages and
disadvantages of each
media within the context
• Explains the purpose of marketing communications in the following
of the organisation, both
situations:
individually and as part
of an integrated
– increasing market share.
campaign.
– encouraging customer loyalty.
• Evaluates the different promotional tools, using the 4Cs framework
– cost, credibility, communications effectiveness and control – in
the context of your organisation: advertising, public relations, sales
promotions, personal selling, direct marketing.
• Explains how the elements of the DRIP framework link to each stage of
the relevant Decision Making Process for your organisation.
Task 3 Communication, Advertising and Media - 30%
Presentation title
• Explains the purpose of marketing communications in the following
situations:
– increasing market share.
Explain how the
– encouraging customer loyalty.
elements link in
context. Don’t just
• Evaluates the different promotional tools, using the 4Cs
framework
describe
what–the
cost, credibility, communications effectiveness and control
in the
DRIP–elements
are.
context of your organisation: advertising, public relations, sales
promotions, personal selling, direct marketing.
• Explains how the elements of the DRIP framework link to each stage
of the relevant Decision Making Process for your organisation.
Task 4 Consumer Behaviour - 30%
Presentation title
• Explains the importance of the following concepts in helping to understand
the purchase and usage of products and/or services:
• Personality.
• Class.
• Motivation.
Consider concepts in
terms of PURCHASE
• Explains how the three concepts above can help the organisation when it comes to
and USAGE.
developing communications strategies.
• Assesses the importance of the following communication models in helping to
understand how individuals can influence the effectiveness of marketing
communications:
• Describes the following concepts in decision-making and how they influence
marketing communications:
• Source credibility.
• Involvement.
• Perceived risk.
Task 4 Consumer Behaviour 30%
Presentation title
Explains the importance of the following concepts in helping to
understand the purchase and usage of products and/or services:
• Personality.
• Class.
• Motivation.
• Explains how the three concepts above can help the organisation
when it comes to developing communications strategies.
• Assesses the importance of the following communication
models
in the
Don’t
describe
helping to understand how individuals can influence thetheory,
effectiveness
explain of
how
marketing communications: General model (Shannon/Weaver),,Lowuseful or not they are
involvement hierarchy model (Krugman), Hierarchy of effects
model
within the
context of
(McGuire)
the chosen
organisation.
• Describes the following concepts in decision-making and how they
influence marketing communications: source credibility, involvement,
perceived risk.
Task 4 Consumer Behaviour 30%
• Explains the importance of the following concepts in helping to Presentation title
understand the purchase and usage of products and/or services:
• Personality.
There are two key
elements here:
• Class.
IMPORTANCE and
• Motivation.
INFLUENCE . You
should conclude the
• Explains how the three concepts above can help the organisation
value of when
these it
comes to developing communications strategies.
methods.
• Assesses the importance of the following communication models in
helping to understand how individuals can influence the
effectiveness of marketing communications: General model
(Shannon/Weaver), Low-involvement hierarchy model (Krugman),
Hierarchy of effects model (McGuire).
• Describes the following concepts in decision-making and how they
influence marketing communications: source credibility, involvement,
perceived risk.
Task 4 Consumer Behaviour 30%
Presentation title
• Explains the importance of the following concepts in helping to
understand the purchase and usage of products and/or services:
• Personality.
• Class.
• Motivation.
• Explains how the three concepts above can help the organisation when it
comes to developing communications strategies.
A table could be used
• Assesses the importance of the following communication models in
to present both
helping to understand how individuals can influence the effectiveness of
elements of the task.
marketing communications: General model (Shannon/Weaver),,Lowinvolvement hierarchy model (Krugman), Hierarchy of effects model
(McGuire).
• Describes the following concepts in decision-making and how they
influence marketing communications: source credibility,
involvement, perceived risk.
Task 5 Consumer Behaviour 10%
Presentation title
• Identify and explain how the communications mix can be applied to
TWO key marketing channels, in order to achieve marketing
objective(s).
Select two marketing
• Evaluate the use of TWO digital communications tools that can be used to
channels and explain
improve relationships within the organisation’s key marketing channels.
how they can be
used.
Task 5 Consumer Behaviour 10%
Presentation title
Evaluate how the
digital
communication can
• Identify and explain how the communications mix can beimprove
applied to TWO
key marketing channels, in order to achieve marketing objective(s)
relationships.
• Evaluate the use of TWO digital communications tools that can be
used to improve relationships within the organisation’s key
marketing channels.
Summary
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Plan your answers before you start.
Understand the mark scheme.
Answer the question asked.
Apply your answers to the organisation.
Don’t just describe, but analyse and evaluate when required.
Presentation title