-SQA-SCOTTISH QUALIFICATIONS AUTHORITY NATIONAL CERTIFICATE MODULE: UNIT SPECIFICATION GENERAL INFORMATION. -Module Number Session

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1 -SQA-SCOTTISH QUALIFICATIONS AUTHORITY NATIONAL CERTIFICATE MODULE: UNIT SPECIFICATION GENERAL INFORMATION -Module Number Session Superclass- -Title- BA MARKETING MIX DESCRIPTION- GENERAL COMPETENCE FOR UNIT: Explaining each of the marketing mix elements, namely, product, price, place and promotion, in the context of consumer and industrial markets. Products in this instance refers to goods or services. OUTCOMES 1. outline the processes involved in product determination; 2. explain the nature and importance of pricing in marketing; 3. explain the elements of the promotional mix; 4. describe the main channel members of an effective distribution network. CREDIT VALUE: 1 NC Credit ACCESS STATEMENT: Access to this module will be at the discretion of the centre. However, it would be beneficial if the candidate had achieved National Certificate Module Marketing: Basic Principles or equivalent For further information contact: Committee and Administration Unit, SQA, Hanover House, 24 Douglas Street, Glasgow G2 7NQ. Additional copies of this unit may be purchased from SQA (Sales and Despatch section). At the time of publication, the cost is 1.50 (minimum order 5.00).

2 NATIONAL CERTIFICATE MODULE: UNIT SPECIFICATION STATEMENT OF STANDARDS UNIT NUMBER: UNIT TITLE: MARKETING MIX Acceptable performance in this unit will be the satisfactory achievement of the standards set out in this part of the specification. All sections of the statement of standards are mandatory and cannot be altered without reference to SQA. OUTCOME 1. OUTLINE THE PROCESSES INVOLVED IN PRODUCT DETERMINATION PERFORMANCE CRITERIA (a) (b) (c) (d) Identification of product characteristics is correctly related to consumer research. Classification of products is appropriate to consumer markets. Classification of products is appropriate to industrial markets. Explanation of the product life cycle is correctly related to product mix decisions. RANGE STATEMENT Product determination: consumer product characteristics; industrial product characteristics; product life cycle; branding; packaging. EVIDENCE REQUIREMENTS Written or oral evidence that the candidate can explain the essential features of a product and relate them to final product offerings. OUTCOME 2. EXPLAIN THE NATURE AND IMPORTANCE OF PRICING IN MARKETING PERFORMANCE CRITERIA (a) (b) Explanation of price is appropriate to organisational objectives. Explanation of factors affecting pricing decisions is correctly related to the other marketing mix elements. 2

3 (c) Description of pricing policy is appropriate to product mix decisions. RANGE STATEMENT Organisational objectives: survival; profit; market share. Pricing decisions: skimming; penetration; tactical pricing. Product: branded; own label; generic. EVIDENCE REQUIREMENTS Written or oral evidence that the candidate can identify the main pricing considerations and relate them to other marketing mix elements. OUTCOME 3. EXPLAIN THE ELEMENTS OF THE PROMOTIONAL MIX PERFORMANCE CRITERIA (a) (b) (c) (d) Advertising is explained correctly in terms of above the line media. Identification of sales promotion techniques is related to two contrasting organisations. Description of personal selling is related to the sales process. Explanation of public relations is appropriate to the organisation and its publics. RANGE STATEMENT Promotion: advertising; sales promotion; personal selling; public relations. EVIDENCE REQUIREMENTS Written or oral evidence that the candidate can describe the promotional mix elements and relate them to the organisation s objectives and the meeting of market needs. 3

4 OUTCOME 4. DESCRIBE THE MAIN CHANNEL MEMBERS OF AN EFFECTIVE DISTRIBUTION NETWORK PERFORMANCE CRITERIA (a) (b) (c) Explanation of channel structure is related to specific types of organisation. Classification of wholesale activity is appropriate to current market trends. Classification of retailers is appropriate to current market trends. RANGE STATEMENT Types of organisation: fast moving consumer goods (FMCG) Manufacturer; Consumer durable manufacture. Channel structure: direct; short; long. Wholesale: cash carry; specialist; agents. Retail: independent; multiple; department store. EVIDENCE REQUIREMENTS Written or oral evidence that the candidate understands the trading and logistical aspects of distribution and how wholesale and retail activity serves the market place ASSESSMENT In order to achieve this unit, candidates are required to present sufficient evidence that they have met all the performance criteria for each outcome within the range specified. Details of these requirements are given for each outcome. The assessment instruments used should follow the general guidance offered by the SQA assessment model and an integrative approach to assessment is encouraged. (See references at the end of support notes). Accurate records should be made of the assessment instruments used showing how evidence is generated for each outcome and giving marking schemes and/or checklists, etc. Records of candidates achievements should be kept. These records will be available for external verification. 4

5 SPECIAL NEEDS In certain cases, modified outcomes and range statements can be proposed for certification. See references at end of support notes. Copyright SQA 1996 Please note that this publication may be reproduced in whole or in part for educational purposes provided that: (i) (ii) no profit is derived from the reproduction; if reproduced in part, the source is acknowledged. 5

6 NATIONAL CERTIFICATE MODULE: UNIT SPECIFICATION SUPPORT NOTES UNIT NUMBER: UNIT TITLE: MARKETING MIX SUPPORT NOTES: This part of the unit specification is offered as guidance. None of the sections of the support notes is mandatory. NOTIONAL DESIGN LENGTH: SQA allocates a notional design length to a unit on the basis of time estimated for achievement of the stated standards by a candidate whose starting point is as described in the access statement. The notional design length for this unit is 40 hours. The use of notional design length for programme design and timetabling is advisory only. PURPOSE SQA publishes summaries of NC units for easy reference, publicity purposes, centre handbooks, etc. The summary statement for this unit is as follows: This module will help you to develop the knowledge and understanding to enable you to explain each of the marketing mix elements, in the context of consumer and industrial markets. CONTENT/CONTEXT The context will be integrative due to the nature of the marketing mix decisions. The student should be encouraged to identify examples of products/services with which they are familiar or have an interest in. It is expected that the consumer products will be taken from FMCG markets. APPROACHES TO GENERATING EVIDENCE It is recommended that candidates use real life examples in each of the outcomes which can be drawn from a variety of sources. ASSESSMENT PROCEDURES In order to achieve this unit, candidates are required to present sufficient evidence that they have met all the performance criteria for each outcome. The assessment instruments used should follow the general guidance offered by SQA assessment model and an integrative approach to assessment is encouraged. Integration can be achieved by the use of case studies which cover more than one outcome as recommended for outcomes 2 and 3 (the exemplar case could be readily adapted to include outcome 4.) 6

7 Accurate records should be made of the assessment instruments used showing how evidence is generated for each outcome and giving marking schemes and or checklists, records of candidates achievement should be kept. The records will be available for external verification. Instruments of assessment Outcome 1 could be assessed by means of restricted response questions. Outcome 2 and Outcome 3 could be assessed by means of a case study. Outcome 4 Assignment. EXEMPLARS Outcomes 2 and 3. Executive management at an international brand manufacturer in the food sector - AZTEC FOODS have decided to market a new cook in sauce to cater for diet conscious consumers. However, they need guidance on whether to market the product under the premium Aztec brand to the wholesale and retail sectors, or offer it as either an own brand or generic to multiples like Safeway and Asda. Draw up an advisory paper for each of the approaches which: 1. Explains the practical pricing alternatives available to Aztec. 2. Recommends the most appropriate types of promotional activity. Valid reasons must be given when answering both questions. Outcome 4 assessment a... b... c Label the channel structures shown above. 7

8 2. For each channel classify the types of channel members and outline the main differences between them. 3. Outline the main trends in wholesale and retail activity in the UK and state reasons for the changes. RECOGNITION Many SQA NC units are recognised for entry/recruitment purposes. For up-to-date information see the SQA guide Recognised Groupings of National Certificate Modules. REFERENCES 1. Guide to unit writing. (A018). 2. For a fuller discussion on assessment issues, please refer to SQA s Guide to Assessment. (B005). 3. Procedures for special needs statements are set out in SQA s guide Candidates with Special Needs. (B006). 4. Information for centres on SQA s operating procedures is contained in SQA s Guide to Procedures. (F009). 5. For details of other SQA publications, please consult SQA s publications list. (X037). Copyright SQA 1996 Please note that this publication may be reproduced in whole or in part for educational purposes provided that: (i) (ii) no profit is derived from the reproduction; if reproduced in part, the source is acknowledged. 8