Unit 2 Developing a Marketing Campaign Exam Structure:
General Exam Breakdown: 3 hours ~ 70 marks
Activity 1:
In this section you must prepare a rationale for a marketing campaign for a business so that
they can meet a certain objective (this objective will be stated in the brief).
Included in A1:
● Introduction
● Marketing aims and objectives
● Research data on the market, to include:
○ An analysis of your research, using appropriate tools
○ Target market
○ Size, structure and trends
○ Competition
○ Trends
● An evaluation of the reliability and validity of the information researched
● A justification for your rationale using PESTLE & SWOT
Activity 2:
Based on your rationale from Activity 1, you must produce a plan for the marketing campaign
for the business. You also need to conduct a survey as part of your primary research
which will be used to select the target audience and construct the marketing mix.
Included in A2:
● Marketing mix
● Target audience & Marketing message
● Selection of media
● Campaign budget
● Timescale
● Conclusion
Tips:
1. A key thing to remember is that you must ensure everything is linked to the business
& its objectives for the marketing campaign.
2. Everything included in your work should be specifically constructed so that the
businesses objectives are met.
3. Memorise the headings and timings
4. Only include important and specific information in your note sheet that you are
allowed to bring into the exam
5. Practise how to make a timescale
6. Ensure that you read the case study in the exam thoroughly as it will include
additional information such as the marketing budget
7. Try to create different budgets for the marketing campaign e.g. £2,500, £10,000,
£25,000, as you will not know the budget of the campaign until you sit the exam
8. Use consistent headings, font size and format throughout
1
, Detailed Exam Structure Breakdown:
Activity 1:
Introduction 5 mins
● Short & concise introduction that describes the business
Marketing aims and objectives 15 mins
● SMART objectives will be used to help achieve the aim of the marketing
campaign
● Insert the aim and 3 SMART objectives that will help achieve it
● Clearly state the objective in the SMART format then go into detail explaining
why you chose this objective and how it will help achieve their aim (justify)
● To help you choose an objective ask yourself: Does this help the business
achieve its aim? Can the progress be measured? How? Can they complete
this objective with their resources? How long should it take to complete this
objective?
Example objective:
● To get 2 more sponsors from gaming related businesses who will supply
gaming equipment to Ocuppola, they will be contacted through direct mail.
This is to be completed by October 1st 2021 (6 months)
[Explanation of objective in SMART format]
Marketing research and analysis: 35 mins
● In this section focus on how the fact stated will impact the business in
achieving its aim (positive and negative)
● You need to conduct secondary research for this section and take note of the
sources used, also state whether the findings are qualitative or quantitative
Market size:
● Find data on the total revenue of the market from different years and calculate
the increase/decrease overtime
● You may be able to find information on expected growth rates for the market
● What is the implication of this data? If total revenue of the market is high and
expected to grow, this will be beneficial for the business as they have the
opportunity to achieve high profits
Market share:
● This is the percentage of sales/revenue out of total sales/revenue that a
business has in its market
● If there are businesses with high market share (>25%), it may pose a
challenge to the case study business as successful firms have high brand
loyalty and the marketing campaign effectiveness may suffer
2
General Exam Breakdown: 3 hours ~ 70 marks
Activity 1:
In this section you must prepare a rationale for a marketing campaign for a business so that
they can meet a certain objective (this objective will be stated in the brief).
Included in A1:
● Introduction
● Marketing aims and objectives
● Research data on the market, to include:
○ An analysis of your research, using appropriate tools
○ Target market
○ Size, structure and trends
○ Competition
○ Trends
● An evaluation of the reliability and validity of the information researched
● A justification for your rationale using PESTLE & SWOT
Activity 2:
Based on your rationale from Activity 1, you must produce a plan for the marketing campaign
for the business. You also need to conduct a survey as part of your primary research
which will be used to select the target audience and construct the marketing mix.
Included in A2:
● Marketing mix
● Target audience & Marketing message
● Selection of media
● Campaign budget
● Timescale
● Conclusion
Tips:
1. A key thing to remember is that you must ensure everything is linked to the business
& its objectives for the marketing campaign.
2. Everything included in your work should be specifically constructed so that the
businesses objectives are met.
3. Memorise the headings and timings
4. Only include important and specific information in your note sheet that you are
allowed to bring into the exam
5. Practise how to make a timescale
6. Ensure that you read the case study in the exam thoroughly as it will include
additional information such as the marketing budget
7. Try to create different budgets for the marketing campaign e.g. £2,500, £10,000,
£25,000, as you will not know the budget of the campaign until you sit the exam
8. Use consistent headings, font size and format throughout
1
, Detailed Exam Structure Breakdown:
Activity 1:
Introduction 5 mins
● Short & concise introduction that describes the business
Marketing aims and objectives 15 mins
● SMART objectives will be used to help achieve the aim of the marketing
campaign
● Insert the aim and 3 SMART objectives that will help achieve it
● Clearly state the objective in the SMART format then go into detail explaining
why you chose this objective and how it will help achieve their aim (justify)
● To help you choose an objective ask yourself: Does this help the business
achieve its aim? Can the progress be measured? How? Can they complete
this objective with their resources? How long should it take to complete this
objective?
Example objective:
● To get 2 more sponsors from gaming related businesses who will supply
gaming equipment to Ocuppola, they will be contacted through direct mail.
This is to be completed by October 1st 2021 (6 months)
[Explanation of objective in SMART format]
Marketing research and analysis: 35 mins
● In this section focus on how the fact stated will impact the business in
achieving its aim (positive and negative)
● You need to conduct secondary research for this section and take note of the
sources used, also state whether the findings are qualitative or quantitative
Market size:
● Find data on the total revenue of the market from different years and calculate
the increase/decrease overtime
● You may be able to find information on expected growth rates for the market
● What is the implication of this data? If total revenue of the market is high and
expected to grow, this will be beneficial for the business as they have the
opportunity to achieve high profits
Market share:
● This is the percentage of sales/revenue out of total sales/revenue that a
business has in its market
● If there are businesses with high market share (>25%), it may pose a
challenge to the case study business as successful firms have high brand
loyalty and the marketing campaign effectiveness may suffer
2
