Pearsn BTEC Level 3 Natinals in Business Unit 2: Develping a Marketing Campaign Sample Assessment Materials (SAMs) Fr use with: Certificate in Business Extended Certificate in Business Fundatin Diplma in Business Diplma in Business Extended Diplma in Business First teaching frm September 2016 Issue 2
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Pearsn BTEC Level 3 Natinals Write yur name here Surname Frename Level 3 Business Unit 2: Develping a Marketing Campaign Certificate/Extended Certificate/Fundatin Diplma/ Diplma/Extended Diplma Sample assessment material fr first teaching September 2016 Part A Instructins Part A cntains material fr the cmpletin f the preparatry wrk fr the set task. Part A is given t learners tw weeks befre Part B is scheduled. Learners are advised t spend n mre than 6 hurs n Part A. Part A must be given t learners n the timetabled date s that learners can prepare in the way specified. Part A is specific t each series and this material must nly be issued t learners wh have been entered t undertake the task in the relevant series. Part B materials must be issued t learners during the perid specified by Pearsn. Paper reference XXXX/XX S50108A 2015 Pearsn Educatin Ltd. 1/1/1/1 *S50108A* Pearsn BTEC Level 3 Natinals in Business Unit 2 Final Sample Assessment Materials Issue 2 January 2017 1 Turn ver
Instructins t Teachers/Tutrs This paper must be read in cnjunctin with the unit infrmatin in the specificatin and the BTEC Natinals Infrmatin fr Cnducting External Assessments (ICEA) dcument. See the Pearsn website fr details. Learners shuld undertake independent research n the cntext given in this Part A bklet. Learners are expected t spend up t six hurs in undertaking Part A. Centres must issue this bklet at the apprpriate time and advise learners f the timetabled sessins during which they can prepare. It is expected that scheduled lessns r ther timetable slts will be used fr sme r all f the preparatin. Learners may prepare summary ntes n their research findings. Learners may take up t six sides f A4 ntes f this type int the supervised assessment (Part B). Learners ntes shuld include facts and figures relating t rganisatins, such as the prducts they ffer and the ways they use the marketing mix in their prmtinal campaigns. Learners ntes shuld nt include any analysis, evaluatin r prmtinal plans. Teachers/tutrs cannt give any supprt t learners during the prductin f the ntes and the wrk must be cmpleted independently by the learner. The supervised assessment will take place in a timetabled perid specified by Pearsn. Centres shuld schedule all learners at the same time r supervise chrts t ensure there is n pprtunity fr cllusin. Refer carefully t the instructins in this taskbk and the Infrmatin fr Cnducting External Assessments (ICEA) dcument t ensure that the preparatry perid is cnducted crrectly s that learners have cmpleted their preparatin validly and independently. Teachers/tutrs shuld nte that learner ntes will be retained securely by the centre after Part B and may be requested by Pearsn if there is suspected malpractice. 2 2 Pearsn BTEC Level 3 Natinals in Business Unit 2 Final Sample Assessment Materials Issue 2 January S50108A 2017
Instructins fr Learners Read the set task infrmatin carefully. This cntains the infrmatin yu need t prepare fr the set task. In Part B yu will be given a scenari. Use this Part A bklet t prepare by relating yur learning t the specific infrmatin given. Yu will then be given the set task t cmplete under supervised cnditins. Yu must wrk independently and shuld nt share yur wrk with ther learners. Yur teacher may give guidance n when yu can cmplete the preparatin. Yur teacher cannt give yu feedback during the preparatry perid. Set Task Brief Yu are required t research the ice cream market independently prir t the supervised assessment. Yu shuld research and analyse at least ne marketing campaign related t the ice cream market and its assciated csts. In yur preparatin fr Part B using this Part A bklet, yu may prepare shrt ntes t refer t when cmpleting the set task, fr example t give specific details r data. Yur ntes may be up t six A4 sides and may be hand-written r typed. Yur ntes shuld include facts and figures relating t rganisatins that prduce r sell ice cream such as the prducts they ffer and the ways they use the marketing mix in their prmtinal campaigns. Yur ntes shuld nt include any analysis, evaluatin r prmtinal plans. Yu are expected t spend up t six hurs n this research. S50108A Pearsn BTEC Level 3 Natinals in Business Unit 2 Final Sample Assessment Materials Issue 2 January 2017 3 3
4 Pearsn BTEC Level 3 Natinals in Business Unit 2 Final Sample Assessment Materials Issue 2 January 2017
Pearsn BTEC Level 3 Natinals Write yur name here Surname Frename Level 3 Business Unit 2: Develping a Marketing Campaign Part B Marks Certificate/Extended Certificate/Fundatin Diplma/ Diplma/Extended Diplma Sample assessment material fr first teaching September 2016 Supervised hurs 3 Instructins Part A will need t have been used in preparatin fr cmpletin f Part B. The Part B bklet must be issued t learners as defined by Pearsn and shuld be kept securely. Part B materials must be issued t learners during the tw-day perid and under the cnditins specified by Pearsn. The perid will allw centres t timetable apprpriate supervised sessins fr all learners. Part B is specific t each series and this material must nly be issued t learners wh have been entered t undertake the task in the relevant series. Infrmatin The ttal mark fr this paper is 70. Paper reference XXXX/XX S50131A 2015 Pearsn Educatin Ltd. 1/1/1/1 *S50131A* Pearsn BTEC Level 3 Natinals in Business Unit 2 Final Sample Assessment Materials Issue 2 January 2017 5 Turn ver
Instructins t Teachers/Tutrs and/r Invigilatrs This paper must be read in cnjunctin with the unit infrmatin in the specificatin and the BTEC Natinals Infrmatin fr Cnducting External Assessments (ICEA) dcument. See the Pearsn website fr details. The Part B set task is undertaken under supervisin in a single sessin f three hurs in the timetabled days. Centres may schedule a supervised rest break during the sessin. In rder t enable learners t have access t cmputer resurces, a perid f tw days is prvided fr centres t timetable the assessment. Centres shuld schedule all learners in the same sessins if pssible and must release Part B t individual learners nly fr their scheduled sessins. The Part B set task requires learners t apply research. Learners shuld bring in ntes as defined in Part A. The teacher/invigilatr needs t ensure that ntes cmply with requirements. Wrk shuld be cmpleted using a cmputer. All learner wrk must be cmpleted independently and authenticated by the teacher/tutr and/r invigilatr befre being submitted t Pearsn. Refer carefully t the instructins in this taskbk and the Infrmatin fr Cnducting External Assessments (ICEA) dcument t ensure that the supervised perid is cnducted crrectly and that learners submit evidence that is their wn wrk. Learners must nt bring anything int the supervised envirnment r take anything ut withut yur knwledge and apprval. Centres are respnsible fr putting in place apprpriate checks t ensure that nly permitted material is intrduced int the supervised envirnment. Maintaining security During supervised assessment perids, the assessment areas must nly be accessible t the individual learner and t named members f staff. Learners can nly access their wrk under supervisin. During any break materials must be kept securely. Any wrk learners prduce under supervisin must be kept secure. Learner ntes will be retained securely by the centre after Part B and may be requested by Pearsn if there is suspected malpractice. 2 6 Pearsn BTEC Level 3 Natinals in Business Unit 2 Final Sample Assessment Materials Issue 2 January S50131A 2017
Outcmes fr submissin Tw dcuments will need t be submitted by each learner: a ratinale fr a marketing campaign a budgeted plan fr the campaign Each learner must cmplete an authenticatin sheet. Instructins fr Learners Read the set task infrmatin carefully. This sessin is 3 hurs. Yur tutr/invigilatr will tell yu if there is a supervised break. Plan yur time carefully. Yu have prepared fr the set task given in this Part B bklet. Use yur ntes prepared during Part A if relevant. Attempt all f Part B. Yur ntes must be yur wn wrk and will be retained by yur centre until results are issued. Yu will cmplete this set task under supervisin and yur wrk will be kept securely during any breaks taken. Yu must wrk independently thrughut the supervised assessment perid and shuld nt share yur wrk with ther learners. Outcmes fr submissin Yu will need t submit tw dcuments n cmpletin f the supervised assessment perid: a ratinale fr a marketing campaign. a budgeted plan fr the campaign. Yu must cmplete a declaratin that the wrk yu submit is yur wn. S50131A Pearsn BTEC Level 3 Natinals in Business Unit 2 Final Sample Assessment Materials Issue 2 January 2017 7 3 Turn ver
Set Task Yu must cmplete ALL activities. Yu will need t refer t the additinal task infrmatin n the fllwing pages and the ntes f any preparatry wrk cmpleted in Part A. Activity 1 Prepare a ratinale fr Rebecca s artisan ice cream marketing campaign. This shuld include: marketing aims and bjectives research data n the market and cmpetitin justificatin fr yur ratinale. Ttal fr Activity 1 = 34 marks Activity 2 Based n yur ratinale frm Activity 1, develp a budgeted plan with a timescale fr yur marketing campaign. Yu need t present this in an apprpriate frmat t Rebecca s Dairy. END OF TASK Ttal fr Activity 2 = 36 marks TOTAL FOR TASK = 70 MARKS 4 8 Pearsn BTEC Level 3 Natinals in Business Unit 2 Final Sample Assessment Materials Issue 2 January S50131A 2017
Part B Set Task Infrmatin The ice cream market On average, each persn in the UK eats nine litres f ice cream every year. This is just a quarter f what they eat in New Zealand, the wrld leaders, and less than almst every cuntry in Eurpe. Even Finland, nt knwn fr its balmy summers, sells duble this amunt f ice cream. Of the peple in the UK wh buy ice cream, 49% buy tubs, while ice cream sticks are bught by 51%, 35% lve a cne, 31% buy lllies and 25% f peple buy ice cream frm vans. The UK s ice cream market has grwn by 20% in the past five years, and is nw wrth 1.1bn. While many peple are nly aware f a handful f ice cream makers there are ver 1000 in the UK prducing a wide variety f flavurs. Specialist ice cream utlets and shps are fast becming a niche market and appearing in many places acrss the UK. Diversificatin int the ice cream market The fllwing infrmatin relates t Rebecca s Dairy, a farm planning t diversify int the making f artisan ice cream. Yu are required t prepare bth a ratinale and a budgeted plan fr a new marketing campaign fr this business. Rebecca s Dairy Rebecca s Dairy is a wrking rganic dairy farm that was started ver 60 years ag in Crnwall. The dairy herd has cntinued t grw and the business currently prduces abut 450,000 litres f rganic milk annually. Hwever, since last year, the business has been facing financial difficulties frm falling milk prices, verprductin and increased cmpetitin tgether with the requirements f large milk buyers such as supermarkets and their impact n milk prices. Because f its financial difficulties, the business is lking t diversify and is cnsidering additinally prducing and selling rganic artisan ice cream, as this end f the market is the fastest grwth area fr ice cream. Rebecca s initial plan is t use arund 20% f current milk prductin fr ice cream, mving t a higher percentage if the new prduct is successful. The business already has the physical and human resurce capacity t switch prductin frm milk t the new prducts and aims t market a limited range f natural flavurs in the first instance. S50131A Pearsn BTEC Level 3 Natinals in Business Unit 2 Final Sample Assessment Materials Issue 2 January 2017 9 5 Turn ver
The initial marketing budget fr ice cream is set at 50 000 and there is scpe t increase this if the campaign prves successful. A neighburing nn-rganic dairy farm is als cnsidering diversifying int ice cream prductin. It currently prduces in excess f 1 millin litres f milk per year. If it decides t d this there may be an impact n Rebecca s plans. What is artisan ice cream? Quite simply, artisan ice cream is ice cream made by an artisan; a skilled craftspersn. It als uses prcesses and machinery that need the human tuch. This may be chsing and mixing the ingredients r keeping a clse eye n the freezing t make sure the ice cream is f the smthest, highest quality pssible. Artisan ice cream is nt mass prduced, it is a luxury prduct. Hw is artisan ice cream made? As well as the experience and skill f the artisan, great ice cream begins with great ingredients that include fresh whle milk, eggs, butter and cream that are blended tgether and whisked t make that light melt-in-the-muth texture. 6 10 Pearsn BTEC Level 3 Natinals in Business Unit 2 Final Sample Assessment Materials Issue 2 January S50131A 2017
Unit 2: Develping a Marketing Campaign sample mark grid General marking guidance All learners must receive the same treatment. Examiners must mark the first learner in exactly the same way as they mark the last. Mark grids shuld be applied psitively. Learners must be rewarded fr what they have shwn they can d rather than be penalised fr missins. Examiners shuld mark accrding t the mark grid, nt accrding t their perceptin f where the grade bundaries may lie. All marks n the mark grid shuld be used apprpriately. All the marks n the mark grid are designed t be awarded. Examiners shuld always award full marks if deserved. Examiners shuld als be prepared t award zer marks, if the learner s respnse is nt rewardable accrding t the mark grid. Where judgement is required, a mark grid will prvide the principles by which marks will be awarded. When examiners are in dubt regarding the applicatin f the mark grid t a learner s respnse, a senir examiner shuld be cnsulted. Specific marking guidance The mark grids have been designed t assess learners wrk hlistically. Rws in the grids identify the assessment fcus/utcme being targeted. When using a mark grid, the best fit apprach shuld be used. Examiners shuld first make a hlistic judgement n which band mst clsely matches the learner s respnse and place it within that band. Learners will be placed in the band that best describes their answer. The mark awarded within the band will be decided based n the quality f the answer in respnse t the assessment fcus/utcme and will be mdified accrding t hw securely all bullet pints are displayed at that band. Marks will be awarded twards the tp r bttm f that band depending n hw they have evidenced each f the descriptr bullet pints. Pearsn BTEC Level 3 Natinals in Business Unit 2 Final Sample Assessment Materials Issue 2 January 2017 11
Mark grid 1 Activity 1 The Ratinale Assessment Band 0 Band 1 Band 2 Band 3 Band 4 fcus Structure 0 1 2 3 4 Assessment fcus Marketing aims and bjectives N rewardable material. The ratinale lacks structure, with islated references t marketing principles and/r cncepts. Uses generic marketing terminlgy f limited relevance. The ratinale has a basic structure and attempts t apply relevant marketing principles and/r cncepts. Uses sme relevant marketing terminlgy. The ratinale has a lgical structure and applies a variety f relevant marketing principles and/r cncepts. Uses relevant marketing terminlgy. The ratinale is well written and has a lgical structure. Applies a variety f relevant marketing principles and cncepts. Uses relevant marketing terminlgy. Band 0 Band 1 Band 2 Band 3 Band 4 0 1 2 3 4 5 6 7 8 N rewardable material. Learners prvide sme marketing aims and bjectives but there is little develpment/ explanatin relevant t cntext. Learners prvide relevant marketing aims and bjectives, with develpment/ explanatin relevant t cntext. Learners ratinalise relevant marketing aims and bjectives, with clear develpment/ analysis relevant t cntext. There is cmprehensive cverage f relevant ratinalised marketing aims and bjectives, with gd develpment/ evaluatin relevant t cntext. 12 Pearsn BTEC Level 3 Natinals in Business Unit 2 Final Sample Assessment Materials Issue 2 January 2017
Assessment fcus Research f and analysis f market infrmatin Band 0 Band 1 Band 2 Band 3 Band 4 0 1 3 4 6 7 9 10 12 N rewardable material. Reference will be made t the: case study individual/ independent research wider business market and cmpetitrs but it will lack detail and relevance t the cntext. An interpretatin f the reliability and validity f the research might be attempted, but is generic, lacking a grasp f the cncepts in this cntext. Analytical apprach is limited and any cnclusins prvided are generic. Reference will be made t the: case study individual/ independent research wider business market and cmpetitrs but it will lack relevance t the cntext in places. An interpretatin f the reliability and validity f the research is attempted, demnstrating a basic grasp f the cncepts and their relevance in this cntext. Analytical apprach leads t cnclusins being prvided but may lack balance and/r relevance in places. References will be made t the: case study individual/ independent research wider business market and cmpetitrs which are relevant t the cntext. An interpretatin f the reliability and validity f the research is present and demnstrates a gd understanding f the cncepts and their relevance in this cntext. Detailed analytical apprach leads t relevant and balanced cnclusins. Sustained references will be made t the: case study individual/ independent research wider business market and cmpetitrs which are entirely relevant t the cntext. An interpretatin f the reliability and validity f the research is present, and demnstrates a thrugh understanding f the cncepts and their relevance in this cntext. Detailed analytical apprach leads t entirely relevant and balanced cnclusins. Pearsn BTEC Level 3 Natinals in Business Unit 2 Final Sample Assessment Materials Issue 2 January 2017 13
Assessment Band 0 Band 1 Band 2 Band 3 Band 4 fcus Justificatin 0 1 3 4 6 7 8 9 10 N rewardable material. Any evaluatin will be limited t unsupprted statements and pinins. Analytical tls are referenced but nt utilised. Cnsideratin f apprpriateness f the justificatin will be limited. An evaluatin will be presented, fllwing evidence f analytical tls being used. Cnsideratin f apprpriateness f the justificatin will als be attempted. A variety f analytical tls may be used leading t a cherent justified evaluatin. Apprpriateness ratinale has a lgical structure and applies a variety f relevant marketing principles and/r cncepts. Uses relevant marketing terminlgy. Different analytical tls are used leading t a cherent justified evaluatin. Apprpriateness will be fully addressed in the cntext f the additinal scenari presented. Full use f marketing principles and f marketing terminlgy. 14 Pearsn BTEC Level 3 Natinals in Business Unit 2 Final Sample Assessment Materials Issue 2 January 2017
Mark Grid 2 Activity 2 The Marketing Campaign Plan Assessment fcus The marketing mix t include: Message Mix Media Band 0 Band 1 Band 2 Band 3 Band 4 0 1 6 7 11 12 16 17 20 N rewardable material. An utline marketing mix will be presented which is generic and/r unrealistic in the cntext f the scenari. A marketing message may be included but references t an apprpriate marketing mix (frm abve) will be weak. Cverage f media will be limited t generic ideas. Any justificatin are limited and the extended mix is nt cnsidered. A marketing mix will be presented cvering mst aspects which may ccasinally be generic and/r unrealistic in the cntext f the scenari. A marketing message will be included but references t an apprpriate marketing mix (frm abve) may nt be sustained. Cverage f media will have sme relevance t the cntext. Imbalanced justificatins are prvided and may make reference t the extended mix. The marketing mix presented cvers mst aspects in detail with illustratin using 4Ps and applied in cntext. Reference t extended marketing mix where applicable. Mst aspects f the marketing campaign will be cvered in sme detail, and in cntext with a clear marketing message. Cverage f media is cmprehensive and evidences selectivity relevant t the cntext. Justificatins are balanced and in cntext f extended mix. The marketing mix presented, cvers all aspects in detail with illustratin using 4Ps and applied in cntext. Reference t the extended marketing mix where applicable. All aspects f the marketing campaign will be cvered in detail and in cntext with a clear and cnsidered marketing message. Cverage f media is cmprehensive and evidences selectivity relevant t the cntext. Balanced fr chices and in cntext f extended mix. Pearsn BTEC Level 3 Natinals in Business Unit 2 Final Sample Assessment Materials Issue 2 January 2017 15
Assessment fcus Band 0 Band 1 Band 2 Band 3 Band 4 Budget 0 1 2 3 4 5 6 7 8 N rewardable material. Budget restricted t generic detail, with limited relevance t marketing activity in cntext. Budget shws a basic understanding f csts fr aspects f the marketing activity in cntext. Budget used realistically demnstrating detailed understanding f csts f mst aspects f the marketing activity in cntext. Budget used realistically with detailed understanding f the csts f all aspects f the marketing activity in cntext. Assessment fcus Band 0 Band 1 Band 2 Band 3 Band 4 Timescale 0 1 2 3 4 N rewardable material. Timescale is unrealistic in the cntext f the plan. Timescale is generally realistic in the cntext f the plan. May cntain ccasinal lapses. Timescale is realistic in the cntext f the plan. Timescale is thrugh and entirely realistic in the cntext f the plan. 16 Pearsn BTEC Level 3 Natinals in Business Unit 2 Final Sample Assessment Materials Issue 2 January 2017
Assessment fcus Band 0 Band 1 Band 2 Band 3 Band 4 Presentatin 0 1 2 3 4 N rewardable material. Plan lacks prfessinal frmat which leads t lack f clarity. Cntains many cmmunicatin errrs. Cntains few references t apprpriate marketing terminlgy. Plan shws a clear but basic prfessinal frmat. Cntains ccasinal cmmunicatin errrs. Cntains references t apprpriate marketing terminlgy. Plan frmat is clear and lks prfessinal. Cntains few cmmunicatin errrs. Cntains sustained references t apprpriate marketing terminlgy. Plan has a prfessinal frmat. Cntains n cmmunicatin errrs. Apprpriate marketing terminlgy is used thrughut. Pearsn BTEC Level 3 Natinals in Business Unit 2 Final Sample Assessment Materials Issue 2 January 2017 17
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