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Unit Outcomes
Outcome Evidence for the criteria Feedback Assessors decision Internal Verification
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
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
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.
Outcome
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
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
M3 D3
Assignment
( ) Well-structured; Reference is done properly / should be done (if any) Overall, youve
DATE
DATE
VERIFIED BY : ...........................................................................
13. Deal with a combination of routine & non-routine tasks 14. Identify & solve routine & non-routine problems
E. APPLYING NUMERACY
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