Unit: MIB Marketing in Business Assignment title: JJ s Guitars December Marking Scheme

Transcription

1 Unit: MIB Marketing in Business Assignment title: JJ s Guitars December 2015 Marking Scheme Markers are advised that, unless a task specifies that an answer be provided in a particular form, then an answer that is correct (factually or in practical terms) must be given the available. If there is doubt as to the correctness of an answer, the relevant NCC Education materials should be the first authority. This marking scheme has been prepared as a guide only to markers and there will frequently be many alternative responses which will provide a valid answer. Each candidate s script must be fully annotated with the marker s comments (where applicable) and the allocated for each part of the tasks. Throughout the marking, please credit any valid alternative point. Where markers award half in any part of a task, they should ensure that the total mark recorded for the task is rounded up to a whole mark. Marker's comments: Moderator's comments: Mark: Moderated mark: Final mark: Penalties applied for academic malpractice:

2 1 This first task focuses upon the brand of JJ s Guitars and asks the candidate to devise and develop the JJ s brand over the coming five years Candidates show and comprehension of what a brand is. This should be applied to JJ s Guitars. Candidates consider remaining with the current brand or re-branding If candidates decide to re-brand they justify their reasoning for doing this. Candidates, in their answers/responses, use appropriate branding terminology correctly. Terms such as: Brand Value, Brand empathy, Brand management, Brand Strategy, Communicating the brand for example The candidate s answer/response is formulated as a Briefing Paper to Joshua Johnson and Mike Comb s of JJ s Guitars 2 This second task focuses upon the link in terms between the brand and the need to deliver consistent messages to target audiences about the brand and its strengths, etc. This task also assesses candidates and application of the Marketing Communications strategy and the planning process using a suitable model and structure. Candidates answers and responses all reflect and focus upon the branding decisions that they detailed in their Task 1 responses/answers. 20 The use of appropriate strategy and planning structure is used The structure/acronym: S.O.S.T.A.C. or S.O.S.T.A.C.E. would be appropriate. Strategy and planning period five years maximum. Use of the Marketing Communications Planning Framework MCPF is suggested. Candidates consider the need for consistency of communications and suitable co-ordination to the target audience. A full range of communications tools are considered, and not simply advertising. Candidates also take into account the necessary delivery of the communications messages using a suitable media. 25 Page 2 of 5

3 3 This third task in this assessment focuses upon the failure of many businesses to identify that there are differing segments and, therefore, differing customers in their total market-place. Candidates show both an and appreciation of the importance of segmentation and the completed use of S.T.P. Segment Target Position. Candidates discuss targeting and positioning (advantages and disadvantages) within their answer. Candidates apply all aspects of segmentation to JJ s Guitars and derive the benefit that could be obtained by its use (e.g. new markets, new products, and new customers, etc.). Having read the case study, candidates identify where JJ s Guitars has maybe missed addressing the whole market-place compared to their possible competitors. Candidates identify with the need to segment in order compete and grow their business. 4 This final and fourth task is concerned with corporate reputation and has a slight connection with Task 1, in that a good brand or set of brands help also build corporate reputation. Candidates show both an of, and comprehension of, what corporate reputation is and how it affects a business. A successful brand often leads to a good corporate reputation. Image and reputation are key indicator of a business today. Why is corporate reputation so important? It is critically important to all stakeholders. Bad corporate reputation can often seriously affect the business share values. JJ s Guitars has a strong reputation, built-up over quite a short time for quality craftsmanship and design in their hand-built guitars JJ s Guitars needs to communicate these values of design, quality and craftsmanship much more to potential and new customers. 25 There is little risk or anxiety in buying from JJ s Guitars; after all, they are very proud of each and every guitar that they build and manufacture. 20 Page 3 of 5

4 5 Task 5 addresses how the candidate: Presents and checks their work prior to submission Ensure that they answered the tasks correctly Checks and corrects spelling and grammar. Ensuring that all sources are correctly referenced Up to a maximum of ten can be awarded for evidence of this in the candidate s script 10 Total available = 100 Page 4 of 5

5 Learning Outcomes matrix Task Learning Outcomes assessed 1 2,3, 5 Yes 2 5 Yes 3 1,2,4 Yes 4 1,5 Yes Marker can differentiate between varying levels of achievement Grade descriptors Learning Outcome Understand environmental and market factors affecting decisions Assess the role of information and research in decision-making Understand the process of and selling new products Understand the process in global markets Understand strategies in contemporary businesses Pass Merit Distinction an adequate awareness of issues associated with the subject and make some appropriate robust a sound awareness of issues associated with the subject and make consistently appropriate robust robust robust comprehensive a detailed awareness of the complexity of issues associated with the subject and make highly appropriate comprehensive comprehensive comprehensive Page 5 of 5