This is a quick and easy to understand guide to the BTEC Business level 3 unit 2 developing a marketing campaign. This structure contains all the necessary information that would be included in a distinction grade answer for the unit 2 exam. It is brief and not too complicated whilst highlighting e...
Part a (Roughly 1hour to complete this section)
INTRO/rationale
- This should be a few lines introducing the company and the industry giving basic
relative industry facts.
AIMS N OBJECTIVES 2 or 3
- Give two or three objectives that your marketing campaign will complete (THEY
MUST FOLLOW THE SMART STRUCTURE)
- Make sure to justify it, why do this objective and try including research as to why it is
realistic
- Link the objectives to the case study and the company’s goals of the marketing
campaign
Specific
Measurable
Achievable
Realistic
Time
- Be specific on how you wish to meet objectives i.e., objective one is to increase
followers – this can be done through increasing Instagram followers by 100k.
- Make sure to add a time frame to it i.e., this will be complete by the 10 th week of the
campaign.
Market research
- This is all your research on the industry, company, competitive environment,
customer base, and or trends.
- Do a paragraph for primary and secondary research and a research paragraph of
your choice (market trends, consumer trends, competitors etc)
- Primary is all the research in the case study.
- Secondary research is all research you do yourself; you can research anything you
want – competitors, customer interest, effective marketing methods etc.
It would be best if the secondary research can support your marketing choices.
- Research more on a topic of your choice – keep it more industry focused i.e.,
competitors, market trends – then link it back to a marketing campaign and how it
will support your campaign.
Marketing concepts
- Do two or three different marketing concepts.
- Boston matrix and market mapping are typically the easiest – use whichever you’re
comfortable with 5c’s, market mapping, Boston matrix, product life cycle etc.
- Explain the marketing concept and why you’re using it and why it is beneficial to use
then write out the marketing concept.
- Recommend drawing the marketing concept beforehand so that it is easier to
visualise and type out.
, Pestle
- You can do one point for each factor it doesn’t need to be too drawn out a short
paragraph should be sufficient.
- Explain the factor/point, explain what that means.
- Link it to the business – how will it affect them.
Political
Economic
Social
Technological
Legal
Environmental
Swot
- Like the Pestle it doesn’t need to be too drawn out or long
- The swot should come from your pestle and the information given in the case study.
Strength
Weakness
Opportunity
Threats
Validity of research
- This is where you give credibility to all your research.
- State where you got it from and how reliable it is.
- i.e., legal information may be taken from gov.uk so mention how it is taken from gov
website.
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