Developing a Marketing Campaign
📋AF1 - Structure (4 marks)
- Professional Layout: Ensure the entire document uses formal business report formatting.
- Logical Flow: Organize the assignment sequentially from AF2 through AF7 using the
clear subheadings outlined below.
- Paragraph Integrity: Dedicate a fresh paragraph to each distinct analytical point made;
avoid large blocks of unformatted text.
- Technical Vocabulary: Consistently use formal business, marketing, and financial
terminology throughout the report.
🎯AF2 - Marketing Aims and Objectives (8 marks)
This section should take 20 minutes.
Write three contextual smart aims for the business. Make sure you use data to back up these in
paragraphs. Also ensure you refer to these throughout the exam.
Specific
Measurable
Achievable
Realistic
Time bound
Eg. Increase brand awareness by 50% over the next 12 months.
🔍AF3 - Research and Analysis of the Market (12 marks)
This section should take 30 minutes.
Base questions:
- What does the data tell you?
- Why is this data important? Significance and context
- What does this lead to? Positives/negatives?
- How will this influence the decisions made in the marketing activities? (Think about the
marketing mix – 7Ps)
The 7ps:
- Product - the item that is being sold (design, functionality, quality)
- Price - the money the consumer has to pay to purchase it (pricing strategies; skimming,
penetration, cost-plus, psychological and profit margins or discounts)
- Place - where it is sold (e-commerce apps, physical stores)
- Promotion - how the business connects with customers (social media marketing,
promotions, influencer partnerships)
- People - people in the organisation who are in contact with customers (customer service
staff, how do they act?, delivery drivers)
- Process - the entire system, from making the product to getting it to the consumer
(checkout speeds, booking systems, delivery tracking)
📋AF1 - Structure (4 marks)
- Professional Layout: Ensure the entire document uses formal business report formatting.
- Logical Flow: Organize the assignment sequentially from AF2 through AF7 using the
clear subheadings outlined below.
- Paragraph Integrity: Dedicate a fresh paragraph to each distinct analytical point made;
avoid large blocks of unformatted text.
- Technical Vocabulary: Consistently use formal business, marketing, and financial
terminology throughout the report.
🎯AF2 - Marketing Aims and Objectives (8 marks)
This section should take 20 minutes.
Write three contextual smart aims for the business. Make sure you use data to back up these in
paragraphs. Also ensure you refer to these throughout the exam.
Specific
Measurable
Achievable
Realistic
Time bound
Eg. Increase brand awareness by 50% over the next 12 months.
🔍AF3 - Research and Analysis of the Market (12 marks)
This section should take 30 minutes.
Base questions:
- What does the data tell you?
- Why is this data important? Significance and context
- What does this lead to? Positives/negatives?
- How will this influence the decisions made in the marketing activities? (Think about the
marketing mix – 7Ps)
The 7ps:
- Product - the item that is being sold (design, functionality, quality)
- Price - the money the consumer has to pay to purchase it (pricing strategies; skimming,
penetration, cost-plus, psychological and profit margins or discounts)
- Place - where it is sold (e-commerce apps, physical stores)
- Promotion - how the business connects with customers (social media marketing,
promotions, influencer partnerships)
- People - people in the organisation who are in contact with customers (customer service
staff, how do they act?, delivery drivers)
- Process - the entire system, from making the product to getting it to the consumer
(checkout speeds, booking systems, delivery tracking)
