Unit 2: Developing a Marketing Campaign

BTEC Level 3 Business Studies & BTEC Level 3 Enterprise and Entrepreneurship

Learning Aim A: Introduction to the Principles and Purposes of Marketing that Underpin the Creation of a Rationale for a Marketing Campaign

BTEC Business Studies & BTEC Enterprise and Entrepreneurship

Unit 2: Developing a Marketing Campaign

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A1 The role of marketing
A1 Marketing Aims and Objectives
A1 Types of Market
A1 Market Segmentation
A1 Branding
A2 Internal Influences
A2 External Influences
Unit 2A Glossary

Learning Aim B: Using Information to Develop the Rationale for a Marketing Campaign

BTEC Business Studies & BTEC Enterprise and Entrepreneurship

Unit 2: Developing a Marketing Campaign

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B1 Purpose of researching information
B2 Primary Research
B2 Secondary Research
B2 Reliability of Data
B2 Qualitative and Quantitative Data
B3 Development of the Rationale
B3 Product Life Cycle
Unit 2B Glossary

Learning Aim C: Planning and Developing a Marketing Campaign

BTEC Business Studies & BTEC Enterprise and Entrepreneurship

Unit 2: Developing a Marketing Campaign

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C1 Situational Analysis
C1 Determine the Target Market
C1 Competitor Analysis
C2 Product Development
C2 Pricing Strategies
C2 Promotion
C2 Place in the Marketing Mix
C2 The Extended Marketing Mix
C3 The Marketing Campaign
C3 Appropriateness of the Marketing Campaign
Unit 2C Glossary