BTEC LEVEL 3 BUSINESS UNIT 2 LATEST
UPDATE 2025Unit Specification: Unit 2: Developing a Marketing Campaign
Method of Assessment:
Externally Marked Exam
Unit in brief
Learners will gain skills relating to, and an understanding of, how a marketing campaign is
developed.
Unit introduction:
Ma...
BTEC LEVEL 3 BUSINESS UNIT 2 LATEST
UPDATE 2025
Unit Specification: Unit 2: Developing a Marketing Campaign
Method of Assessment:
Externally Marked Exam
Unit in brief
Learners will gain skills relating to, and an understanding of, how a marketing campaign is
developed.
Unit introduction:
Marketing is a dynamic field central to the success of any business. You will gain an understanding
of how a marketing campaign is developed. You will explore different stages of the process that a
business goes through when developing its campaign and develop your own campaign for a given
product/service.
You will examine the marketing aims and objectives for existing products/services and understand
the importance of relevant, valid and appropriate research in relation to customers’ needs and
wants. You will use given market research data and other information to make recommendations
about the type of marketing campaign that a business should undertake. To complete the
assessment task within this unit, you will need to draw on your learning from across your
programme.
This unit will give you an insight into how important marketing is to business. It will enable you to
make an informed choice as to whether you want to specialise in marketing in employment,
training or higher education.
Summary of assessment
This unit is assessed under supervised conditions. Part A is released two weeks before Part B is
scheduled for learners to carry out research. Learners will take Part B in a supervised assessment
in a single three-hour session timetabled by Pearson. The assessment is set and marked by
Pearson.
The number of marks for the unit is 70. The assessment availability is twice a year in
December/January and May/June. The first assessment was available in May/June 2017. Sample
assessment materials are available to help centres prepare learners for assessment.
Assessment outcomes
AO1 Demonstrate knowledge and understanding of marketing principles, concepts, processes,
key terms, data sources and definitions
AO2 Analyse marketing information and data, demonstrating the ability to interpret the potential
impact and influence on marketing campaigns
AO3 Evaluate evidence to make informed judgements about how a marketing campaign should be
planned, developed and adapted in light of changing circumstances
AO4 Be able to develop a marketing campaign with appropriate justification, synthesising ideas
and
evidence from several sources to support arguments
BTEC LEVEL 3 BUSINESS UNIT 2 2LATEST UPDATE 2025
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Activity 1: What is the Role/Purpose of Marketing?
Explain in your own words what you think marketing is all about below. (Hint: there are 3 key
roles/purposes).
Role/ Purpose 1:
Role/ Purpose 2:
Role/ Purpose 3:
Activity 2: Famous Examples of Marketing
How many examples of marketing can you think of? Ensure you list at least 3 examples below and
identify the business and what form of marketing it was. This can range from adverts to social
media posts and beyond
Examples 1:
Example 2:
Example 3:
BTEC LEVEL 3 BUSINESS UNIT 2 3LATEST UPDATE 2025
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Activity 3 - The Role of Marketing Video and Activity
Watch the video named ‘The role of marketing - why does so
much get spent on marketing?’ in the Two Teachers
YouTube channel ‘Business Studies’ playlist and answer the
following questions.
Video link: The Role of Marketing
Pre-video activities – Before you watch the video complete the two activities below:
1. Of the 3 examples of marketing you identified in the previous task, choose your favourite
and justify why you think it’s the best one.
2. It is estimated that advertising spending worldwide will surpass 560 billion U.S. dollars in
2019, representing a growth of roughly four percent compared with the previous year. Justify
why you think businesses spend so much money on marketing and what you think they
might want to achieve from this?
Video activities – Answer the following questions once you have watched the video:
1. Explain and compare the 3 purposes of marketing identified in the video and rank them in order
of importance. Be critical, do you agree with these 3 purposes? What would you amend or
add?
BTEC LEVEL 3 BUSINESS UNIT 2 4LATEST UPDATE 2025
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2. Choose a business of your choice and create a plan for a marketing campaign that could
compete with Nike’s ‘Dream Crazy Campaign’. Within your plan you should answer the
following:
A. What is your chosen business?
B. What are the aims and purpose of your marketing campaign? Support your choices with
valid reasons.
.
C. Who is the target market for the marketing campaign and why?
D. What type of adverts or promotions are you going to have and why?
E. How will your chosen adverts or promotions help you to achieve your marketing aims and
purpose? Ensure you justify your responses.
BTEC LEVEL 3 BUSINESS UNIT 2 5LATEST UPDATE 2025
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