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Unit 20
Enterprise in IT
Assignment 2
Developing A Marketing Plan
BY
Student Number:
Course: Level 3 IT Year 2
, Unit 20 – Enterprise in IT | Assignment 2 – Developing A Marketing Plan
BTEC Assignment Brief
BTEC Level 3 Diploma in Information Technology
Qualification BTEC Level 3 Extended Diploma in Information Technology
Unit number and title
Unit 20: Enterprise in IT
B: Develop a marketing plan for an IT product or service based on
Learning aim(s) (For NQF market research
only)
Developing a marketing plan
Assignment title
You are in the process of developing an IT based business idea with
the intention of launching a company to implement the idea. You
have now reached the stage where you need to create a marketing
plan for the business idea.
Vocational Scenario or
Context
Write and evaluate a marketing plan for your business idea, which
Task 1 identifies your strategy and objectives, how they will be achieved
and how they link to the overarching enterprise objectives Your
marketing plan should be comprehensive, well-reasoned and based
Author: | Course: IT Level 3 Year 2
1
, Unit 20 – Enterprise in IT | Assignment 2 – Developing A Marketing Plan
on research that has a clear rational and follows market research
principles. It should have a reasoned interpretation of your findings
and their value to marketing planning.
Before writing your plan you need to carry out some market
research to inform your plan.
The marketing plan should include the following components:
• product or service characteristics
• pricing methods
• promotion methods
• channels to market and distribution methods
• interrelationships between the components of the
marketing plan.
Your plan also needs to describe how you:
• carried out your market research
• carried out market testing
• will monitor the effectiveness of the plan
Overall your plan and evaluation should be easy to read and
understand by a third party. It will be logically structured, use
appropriate technical language throughout, and be fluently written,
using a high standard of written language.
Checklist of evidence Completed marketing plan and evaluation.
required
Criteria covered by this task:
Unit/Criteria
To achieve the criteria you must show that you are able to:
reference
Evaluate a comprehensive and well-reasoned marketing plan for an IT product or
B.D2
service, based on effective research and an appropriate idea selection process.
Develop a reasoned marketing plan for an IT product or service,
B.M3
using appropriate research and an appropriate idea selection process.
B.P3 Select an idea using a range of criteria for an IT product or service.
Research, with some inconsistencies, the potential market for an
B.P4
IT product or service.
B.P5 Create a marketing plan, with some inconsistencies,
Author: | Course: IT Level 3 Year 2
2
, Unit 20 – Enterprise in IT | Assignment 2 – Developing A Marketing Plan
for an IT product or service.
Contents
Introduction ................................................................................................................................................................... 4
Market Research........................................................................................................................................................... 5
Task 1 Carrying out the research ........................................................................................................................ 5
Post Set-Up Questionnaire .............................................................................................................................. 14
Task 2 Rationale ..................................................................................................................................................... 17
The Traditional Business Plan................................................................................................................................ 18
Author: | Course: IT Level 3 Year 2
3
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