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Talk to an Expert| Category | Assignment | Subject | Marketing |
|---|---|---|---|
| University | Awards for Training and Higher Education (ATHE) | Module Title | Unit 8 Principles of Marketing and Sales |
For: ATHE Level 3 90-credit Diploma in Business ATHE Level 3 Diploma in Business and Management
ATHE Level 3 Extended Diploma in Business and Management
You are on a two-year management training programme at Fastrac Design Ltd (FDL), a national fashion design business specialising in sportswear. FDL has just completed a successful sports kit design for a regional sports team, comprising vests, shorts and shoes. Amir Singh, the CEO, is aware of opportunities to diversify the business by adding other items to the company’s design portfolio.
Recently, FDL has been approached by the national sports team manager who is keen to have an updated kit ready for the forthcoming Olympics. The kit will need to include clothing for the competitor events, but also co-ordinated clothing for when the team is travelling and attending ceremonies and news conferences. There will also be a need for towels, kit bags and luggage. Designing an Olympic kit is a great opportunity for FDL, however, the sports team manager has requested the kit design will need to take into consideration sustainability and make use of recycled materials wherever possible.
Designing the Olympic kit is an excellent opportunity for FDL to strengthen the brand image, raise awareness of the company and show consumers that FDL is an environmentally friendly organisation.
Karl Peterson, Head of Branding, asks you to produce a briefing document that can be used by new staff and future management trainees to understand, review and reflect on an organisation’s marketing strategies. This document should focus on the purpose of the marketing and sales functions and
It should also discuss the basic requirements for marketing any product or service.
It should:
Extension activity:
Karl is impressed with your work. To achieve a Merit, he asks you to add to your briefing document further sections in which you:
Karl asks you to produce a report to complete the set of materials for new staff and management trainees. In the report you should:
Explain the elements of a marketing plan
To achieve a Distinction, Karl asks you to focus on sustainability and apply what you have learned. He asks you to:
The assignments submitted by learners must achieve the learning outcomes and meet the standards specified by the assessment criteria for the unit. To achieve a merit or distinction grade, the learners must demonstrate that they have achieved all the criteria set for these grades. Where work for the pass standard is marginal, assessors can take into account any extension work completed by the learners. The suggested evidence listed below is how learners can demonstrate that they have met the required standards. The command verbs contained within the AC are highlighted in bold in the suggested evidence boxes.
| Task No. | LOs and ACs | Suggested Evidence — PASS | Suggested Additional Evidence — MERIT | Suggested Additional Evidence — DISTINCTION |
|---|---|---|---|---|
| 1 | LO1 AC 1.1 LO2 AC 2.1, 2.2, 2.3 LO3 AC 3.1, 3.2 3M1 LO4 AC 4.1 4M1 |
In general, learners need to produce logically laid out documents. The documents should include images and diagrams and consider a substantial amount of the indicative content. The learners need to reference the work and should not rely on paraphrasing information sources. | ||
| AC 1.1 The analysis must show how the separate functions of the sales and marketing departments also overlap and support each other. Learners should break down the relationship into separate parts and examine each part in detail. They should identify the main issues and include reference to current research or theory where appropriate. |
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AC 2.1
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| AC 2.2 The explanation must include at least four different promotion techniques and cover different media. Responses should be illustrated with real world examples. |
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| AC 2.3 To analyse market segmentation strategies, learners must include both the merits and possible disadvantages of at least four segmentation strategies; the answer should be illustrated with real world examples. Learners should identify the main issues and include reference to current research or theory where appropriate. |
3M1 Synoptic AC drawing from LO2 and LO3 — should be a substantial piece of additional work.
Learners must analyse how different marketing and sales strategies are used for each stage of the product life cycle. In the analysis, learners must justify why the different strategies are appropriate to that phase. They should break down the strategies into separate parts and examine each part in detail, identify the main issues, and include reference to current research or theory where appropriate. |
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| AC 3.1 The explanation must include the five stages of the product life cycle and can include extension strategies. Responses should be illustrated with real world examples. |
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| AC 3.2 Learners should demonstrate they understand place is not just a physical term, but rather the ways products and services are accessed by customers (i.e. distribution channels). The explanation must consider at least three different distribution channels and use examples. Recent trends in the changing importance of distribution channels should also be identified. |
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| AC 4.1 Learners must focus their response on services, rather than products. The response must include detailed explanations of at least three attributes for:
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4M1 Learners' responses must be based on a named service, not a product. In the analysis, learners must analyse physical evidence, people and process and break each into separate parts and examine each part in detail. Learners should identify the important elements and include reference to current trends and theory as appropriate. |
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| 2 | LO5 AC 5.1, 5.2 5D1 |
AC 5.1 The explanation must cover the range of elements of a marketing plan, as outlined in the indicative content. AC 5.2 (a) The explanation must consider at least four of the ethical implications contained within the indicative content. Learners should identify the main issues and include reference to current research or theory if appropriate. AC 5.2 (b) Learners must name the country on which the answer is based. The legislation included must originate from this one country. The explanation must be detailed and include the key legislation relating to both marketing and sales. (In some countries there will be separate laws, whilst in other countries the same laws may cover both marketing and sales.) |
5D1 Synoptic AC drawing from LO2, LO3, LO4 and LO5 — should be a substantial piece of work.
Learners must clearly identify a relevant product or service that the response is based on. The final marketing mix plan developed must include and justify:
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