Duncan Jordan CAM Examiner Assignment brief December 2013 / March 2014 Marketing and Consumer Behaviour

Presentation title General advice -Identifying command words: Recommend. Analysis. Evaluate. -Relate the concept to the chosen organisation – Application. -Read from a wide range of sources. -Format work correctly: Quotes. Diagrams. Tables. Spelling. General formatting.

Presentation title Task 1 Marketing Principles - 20% Correct format 2 or 3 column layout candidates choice. Publishing Software not required - a clear idea of how the article should be presented online is sufficient. Where diagrams are used, they should be relevant and self explanatory. Theory should be supported by practical application. Produce a Website Article

Presentation title Describes how marketing is considered in relation to the exchange process and a philosophy of business. Explains how the extended marketing mix may be used by organisation in the following sectors: Private, public, not-for-profit (e.g, charities) Explains the importance of marketing KPIs and metrics with reference to a marketing dashboard for ONE of the above sectors Task 1 Marketing Principles - 20% This task has two parts: The exchange process. Marketing as a philosophy of business. This task has two parts: The exchange process. Marketing as a philosophy of business.

Presentation title Task 1 Marketing Principles - 20% Describes how marketing is considered in relation to the exchange process and a philosophy of business. Explains how the extended marketing mix may be used by organisations in the following sectors: Private, public, not-for-profit (e.g. charities). Explains the importance of marketing KPIs and metrics with reference to a marketing dashboard for ONE of the above sectors A table could be used here to help the candidate explain how the extended marketing mix is used in the different sectors.

Presentation title Task 1 Marketing Principles - 20% Describes how marketing is considered in relation to the exchange process and a philosophy of business. Explains how the extended marketing mix may be used by organisation in the following sectors: Private, public, not-for-profit (e.g, charities) Explains the importance of marketing KPIs and metrics with reference to a marketing dashboard for ONE of the above sectors. The reasons identified need to be linked to and explained in the context of just one of the sectors.

Presentation title Task 2 Research -10% Candidates are required to produce an 8 slide presentation with speaker notes. It is important to remember that presentation should be fit for purpose within a normal business context – flow and structure should be considered. Candidates should consider this task as if they were presenting. Notes represent the script and slides should provide a summary of the notes section. Produce a Presentation

Presentation title Task 2 Research -10% Explain the different methods by which primary data can be obtained and how it can be used within the organisation. Evaluation of the strengths and weakness of 3 qualitative research methods. The identified methods should be explained within the context of the candidate’s own organisation.

Presentation title Task 2 Research 10% Explain the different methods of primary data can be obtained and how it can be used within the organisation. Evaluation of the strengths and weakness of 3 qualitative research methods. This needs to be more than just a bullet list and should provide a detailed description.

Presentation title Task 3 Communication, Advertising and Media - 30% Explains the purpose of marketing communications in the following situations: –increasing market share. –encouraging customer loyalty. Evaluates the different promotional tools, using the 4Cs framework – cost, credibility, communications effectiveness and control – in the context of your organisation: advertising, public relations, sales promotions, personal selling, direct marketing. Explains how the elements of the DRIP framework link to each stage of the relevant Decision Making Process for your organisation. Explain the purpose in both contexts; move beyond description and explain how it will achieve this.

Presentation title Task 3 Communication, Advertising and Media 30% Explains the purpose of marketing communications in the following situations: –increasing market share. –encouraging customer loyalty. Evaluates the different promotional tools, using the 4Cs framework – cost, credibility, communications effectiveness and control – in the context of your organisation: advertising, public relations, sales promotions, personal selling, direct marketing. Explains how the elements of the DRIP framework link to each stage of the relevant Decision Making Process for your organisation. Evaluate the advantages and disadvantages of each media within the context of the organisation, both individually and as part of an integrated campaign.

Presentation title Task 3 Communication, Advertising and Media - 30% Explains the purpose of marketing communications in the following situations: –increasing market share. –encouraging customer loyalty. Evaluates the different promotional tools, using the 4Cs framework – cost, credibility, communications effectiveness and control – in the context of your organisation: advertising, public relations, sales promotions, personal selling, direct marketing. Explains how the elements of the DRIP framework link to each stage of the relevant Decision Making Process for your organisation. Explain how the elements link in context. Don’t just describe what the DRIP elements are.

Presentation title Task 4 Consumer Behaviour - 30% Explains the importance of the following concepts in helping to understand the purchase and usage of products and/or services: Personality. Class. Motivation. Explains how the three concepts above can help the organisation when it comes to developing communications strategies. Assesses the importance of the following communication models in helping to understand how individuals can influence the effectiveness of marketing communications: Describes the following concepts in decision-making and how they influence marketing communications: Source credibility. Involvement. Perceived risk. Consider concepts in terms of PURCHASE and USAGE.

Presentation title Task 4 Consumer Behaviour 30% Explains the importance of the following concepts in helping to understand the purchase and usage of products and/or services: Personality. Class. Motivation. Explains how the three concepts above can help the organisation when it comes to developing communications strategies. Assesses the importance of the following communication models in helping to understand how individuals can influence the effectiveness of marketing communications: General model (Shannon/Weaver),,Low- involvement hierarchy model (Krugman), Hierarchy of effects model (McGuire) Describes the following concepts in decision-making and how they influence marketing communications: source credibility, involvement, perceived risk. Don’t describe the theory, explain how useful or not they are within the context of the chosen organisation.

Presentation title Task 4 Consumer Behaviour 30% Explains the importance of the following concepts in helping to understand the purchase and usage of products and/or services: Personality. Class. Motivation. Explains how the three concepts above can help the organisation when it comes to developing communications strategies. Assesses the importance of the following communication models in helping to understand how individuals can influence the effectiveness of marketing communications: General model (Shannon/Weaver), Low-involvement hierarchy model (Krugman), Hierarchy of effects model (McGuire). Describes the following concepts in decision-making and how they influence marketing communications: source credibility, involvement, perceived risk. There are two key elements here: IMPORTANCE and INFLUENCE. You should conclude the value of these methods.

Presentation title Task 4 Consumer Behaviour 30% Explains the importance of the following concepts in helping to understand the purchase and usage of products and/or services: Personality. Class. Motivation. Explains how the three concepts above can help the organisation when it comes to developing communications strategies. Assesses the importance of the following communication models in helping to understand how individuals can influence the effectiveness of marketing communications: General model (Shannon/Weaver),,Low- involvement hierarchy model (Krugman), Hierarchy of effects model (McGuire). Describes the following concepts in decision-making and how they influence marketing communications: source credibility, involvement, perceived risk. A table could be used to present both elements of the task.

Presentation title Task 5 Consumer Behaviour 10% Identify and explain how the communications mix can be applied to TWO key marketing channels, in order to achieve marketing objective(s). Evaluate the use of TWO digital communications tools that can be used to improve relationships within the organisation’s key marketing channels. Select two marketing channels and explain how they can be used.

Presentation title Task 5 Consumer Behaviour 10% Identify and explain how the communications mix can be applied to TWO key marketing channels, in order to achieve marketing objective(s) Evaluate the use of TWO digital communications tools that can be used to improve relationships within the organisation’s key marketing channels. Evaluate how the digital communication can improve relationships.

Presentation title Summary Plan your answers before you start. Understand the mark scheme. Answer the question asked. Apply your answers to the organisation. Don’t just describe, but analyse and evaluate when required.