1. Your Project Brief! Project Brief Launch date
You have just taken on the role of Head of e-commerce at Greenhous Vauxhall based at Telford. Your Marketing Director has asked you to produce an audit of the company’s products, marketing activities and the role of the company’s advertising agency.
Launch date
To be launched on September 27th at the Paris Motor Show and available to order from the end of October.
Working in partnership with…
Marketing Director
Sales Director
Marketing Executives

2. Learning Objectives UNIT TITLE: Unit 9: Creative Product Promotion
LESSON TITLE: The Role of Promotion
CRITERIA: P2
COMPETENCY FOCUS:
Creativity: learners will develop skills in creativity and design by firstly looking at how promotion is used in business to help them to reach their goals and secondly, to design their own promotional campaign responding to a creative brief from the client.
Reasoning: Learners will develop skills in reasoning as after providing advantages and disadvantages for the use of the promotional mix, you will be required to make a reasoned judgment.
Learning Objectives
By the end of the lesson, you should be able to…
LO1) Using creative examples, describe what the term ‘promotion’ means (Gui)
LO2) Using real examples related to your product, explain the role of promotion within the marketing mix (Reg)
LO3) Using a balanced argument, evaluate the role of the promotional mix in complementing all other aspects of the overall marketing mix (Reg)
SMSC: You will assess the moral implications and consideration of product promotion.
CRITICAL THINKING KEY:
Knowledge Application Analysis Evaluation

3. Group Independent Research Task
Conduct research and produce a mind-map on the ‘role of the promotional mix’. [30mins]

4. The Marketing Mix [

5. PRODUCT - Product range - New product Development (NPD)
Promoting quality
Promoting features

6. PRICE Importance of price
Pricing strategies i.e. destroyer pricing, cost + pricing

7. PLACE Online and/or physical presence Wholesale Retail Direct selling
Role of intermediaries

8. PROMOTION Setting promotional objectives
Marketing communications/channel marketing
Targeting the relevant audience
Segmentation
Promotions
Branding/brand personality
Brand extension
Brand ‘fingerprinting’

9. Apply each of the 4P’s (marketing mix) to your focus organisation (P2)
Describe the role of promotion within the marketing mix for a selected product/service.
You should continue to develop your audit that you started for criterion P1 with the following information:
Apply each of the 4P’s (marketing mix) to your focus organisation (P2)
Describe the role of promotion within the marketing mix highlighting product features, price points, distribution etc) (P2)