Unit 2 Exam Guidance (BTEC Business)

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