Unit 2: Developing a marketing campaign
3 hours: of research to prepare for the exam (2 pages of
research at least)
Activity 1: Rationale
Activity 2: Marketing plan
The research must include and cover all aspect like:
Market size and growth
Trends and fashion
Customer needs
Frequency of purchases
Competitor pricing
Political, Economic, Social & Technological factors
Competitor product ranges
Distribution channels
Competitor promotional methods
Competitor marketing messages
Seasonality
Costs of promotional methods
Activity 1 Rationale description must include:
Marketing information
Define marketing objective
PEST Analysis
SWOT Analysis
Justify initial ideas
, 1.Marketing information
This is where you should discuss and analyse the
market information that you discovered through your
research during the exam preparation.
Company Collab Customer Competitor Climate
You could use the 5 cs of marketing and structure your
work, however as time is limited, it is important to focus
on the most important elements.
Company: You will learn about the company through the
case study that you will be given when you enter the
exam. You should pick out any important information
about the company such as…
Product / service
Aims
Strengths / Weaknesses
Customers: You should have collected information about
the customers in your preparatory research. You should
discuss and analyse the most relevant information, such
as…
Market size
Target market
Frequency of purchases
Fashions and trends
Customer needs and wants
Competitors: You should have collected information
about the competitors in your preparatory research. You
3 hours: of research to prepare for the exam (2 pages of
research at least)
Activity 1: Rationale
Activity 2: Marketing plan
The research must include and cover all aspect like:
Market size and growth
Trends and fashion
Customer needs
Frequency of purchases
Competitor pricing
Political, Economic, Social & Technological factors
Competitor product ranges
Distribution channels
Competitor promotional methods
Competitor marketing messages
Seasonality
Costs of promotional methods
Activity 1 Rationale description must include:
Marketing information
Define marketing objective
PEST Analysis
SWOT Analysis
Justify initial ideas
, 1.Marketing information
This is where you should discuss and analyse the
market information that you discovered through your
research during the exam preparation.
Company Collab Customer Competitor Climate
You could use the 5 cs of marketing and structure your
work, however as time is limited, it is important to focus
on the most important elements.
Company: You will learn about the company through the
case study that you will be given when you enter the
exam. You should pick out any important information
about the company such as…
Product / service
Aims
Strengths / Weaknesses
Customers: You should have collected information about
the customers in your preparatory research. You should
discuss and analyse the most relevant information, such
as…
Market size
Target market
Frequency of purchases
Fashions and trends
Customer needs and wants
Competitors: You should have collected information
about the competitors in your preparatory research. You
