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Marketing
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Unit 17: Marketing Intelligence
Learning hours: 60
NQF level 4: BTEC Higher National H1
Description of unit
The aim of this unit is to enable learners to understand the purchase decision-making process
and to recognise the variables and situations that influence buying behaviour. The learner will
explore the marketing research process and assess the importance of different types of
information and marketing research requirements needed for effective marketing management in
a competitive environment. This unit will also provide learners with the specialist knowledge
and skills to prepare and present a research proposal.
Summary of learning outcomes
To achieve this unit a learner must:
1 Explore and evaluate buyer behaviour and the purchase decision-making process
2 Identify the nature and purpose ofmarketing information and marketing research
requirements
3 Assess current and potential market size and demand
4 Discuss the importance ofcustomer satisfaction and feedback.
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Content
1 Buyer behaviour and the purchase decision-making process
Customers and markets: purchase decision-making process, buying situations and types of
buying decision, dimensions of buyer behaviour
Buyer behaviour: influences on buyer behaviour, stimulus response models, models of
purchase behaviour, diffusion and innovation, model unitary and decision-making units
Buying motives: psychological factors, socio-psychological factors, sociological factors,
economic factors and cultural factors influencing customer behaviour, lifestyle and lifecycle
factors, customer and prospect profiling
Branding: relationship between brand loyalty, company image and repeat purchase
2 Marketing information and marketing research techniques
Market research: role and importance of marketing research, research process, objectives,
issues relating to the use of primary and secondary data sources and methods, existing
sources of primary and secondary market research, internal sources, external sources,
competitor data and sources and customer data, ethics
Market research companies: benefits and limitations of use, cost, reliability and types
Research techniques: stages of the market research process,research proposals, use of
qualitative and quantitative methods, use of surveys, sources of information, value and
interpretation of data
Types: face-to-face, telephone/postal, electronic, focus groups, depth interviews, omnibus
surveys, psychological research, mystery shoppers, sales, price and distribution research
Reliability of research: validity, sampling process, sample size, sample and interviewer bias,
methods of recruitment
Researching developing and established markets: issues associated with researching
developing as well as the established consumer, industrial and service markets
Use of research data: research data supporting marketing planning, producing actionable
recommendations, evaluating research findings for business decision making
3 Market size and demand
Measuring: defining the market, estimating total market size, value and volume, growth and
trends, forecasting future demand
Competitive analysis: competitor analysis market/product profiles of competition, brand
and market share, characteristics of the competition market innovator/follower,
objectives of the competition, strategies of the competition, strengths and weakness of
competition, future behaviour of the competition and their strategic intent
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4 Customer satisfaction and feedback
Measuring customer satisfaction: post-sale surveys, guarantees, complaint handling and
suggestion systems, mystery shopping, product placement, service agreements, customer
follow-up
Customer care: customer care programmes, objectives, use and value in data collection,
customer care as a means of adding value and influencing purchase/repeat purchasebehaviour, customer retention
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Outcomes and assessment criteria
Outcomes Assessment criteria for pass
To achieve each outcome a learner must demonstrate
the ability to:
1 Explore and evaluate buyer
behaviour and the purchase
decision-making process
describe the main stages of the purchase decision-making process
identify approaches and theories of buyer behaviourin terms of individuals and markets
explain the factors that affect buyer behaviour
evaluate the relationship between brand loyalty,corporate image and repeat purchasing
2 Identify the nature and
purpose ofmarketing
information and marketing
research requirements
review and evaluate different types of marketresearch techniques
identify and use sources of secondary data in twomarketing contexts
assess the validity and reliability of market researchfindings
propose a marketing research plan to obtaininformation in a given situation
3 Assess current and potential
market size and demand
identify market size growth and trends within agiven market
plan and carry out a competitor analysis for a givenorganisation
evaluate an organisations opportunities and threatsfor a given product or service
4 Discuss the importance of
customer satisfaction and
feedback
identify and evaluate techniques of assessingcustomer response
design and complete a customer satisfaction survey
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Guidance
Delivery
This unit builds on Unit 6: Business Decision Making and is designed to enable learners to
apply quantitative methods and research techniques in developing marketing research. It can be
delivered as a stand-alone package or in combination with the marketing planning unit.
Wherever possible a practical approach should be adopted with the use of case studies or the
collection and evaluation of primary and secondary data for a given organisation, product or
service. The use of outside speakers and visits to organisations could be used where appropriate
to support delivery. Efforts should be made to ensure that learners gain a good understanding of
the marketing knowledge they gain and can apply it to real-life situations and case studies.
Assessment
Evidence of outcomes may be in the form of written or oral assignments or tests. The
assignments may focus on real problems or case studies. Learning and assessment can be across
units, at unit level or at outcome level. Evidence could be at outcome level, although
opportunities exist for covering more than one outcome in an assignment.
Assessment may consist of a combination of formative and summative assessments.
Links
This unit is part of the marketing pathway and forms a direct link with the other marketing units
in the programme. The unit is also linked with Unit 1: Marketing, Unit 6: Business Decision
Making, Unit 18: Advertising and Promotion, Unit 19: Marketing Planning and Unit 20: Sales
Planning and Operations.
Resources
Access should be available to a learning resource centre with a wide range of marketing texts.
Texts should be supported by use of the newspaper business sections, as well as trade journals,
company reports and government statistics. Case studies, videos and documented examples of
current issues should illustrate the topical nature of this unit.
Support materials
Textbooks
Sufficient library resources should be available to enable learners to achieve this unit.
Particularly relevant texts are:
Burns A C and Bush R F Marketing Research: Online Research Applications 3rd Edition
(Prentice Hall, 2000) ISBN: 0130351350
Chisnall P Marketing Research6th Edition (McGraw Hill, 2001) ISBN: 0077097513
Crouch S and Housden M Marketing Research for Managers 3rd Edition (Butterworth
Heinemann, 2002) ISBN: 0750604883
Wilson A Marketing Research: An Integrated Approach (FT/Prentice Hall, 2002)
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Journals and newspapers
Campaign
The Financial Timesand other daily newspapers which contain a business section and marketreports
International Journal of Market Research
Marketing
Marketing Business
Marketing Review
Marketing Week
Videos
What is Market Research? (TV Choice, 1996)
Websites
www.acnielsen.co.uk website of A E Nielsen, marketing informationcompany
www.cim.co.uk The Chartered Institute of Marketing
www.eiu.com The Economist Intelligence Unit
www.euromonitor.com Euromonitor International, provides market
analysis
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Unit 18: Advertising and Promotion
Learning hours: 60
NQF level 4: BTEC Higher National H2
Description of unit
This unit is designed to provide learners with a comprehensive understanding of the key areas of
advertising and promotion as part of an integrated approach to marketing communications.
Learners will develop the ability to determine specific promotional activities in response to
target audience and other stakeholders characteristics, and to apply and justify appropriate
promotional mixes within a strategic and tactical framework.
Summary of learning outcomes
To achieve this unit a learner must:
1 Explore the scope ofmarketing communications
2 Investigate the role and importance ofadvertising
3 Assess the role ofbelow-the-line techniques and how they are used
4 Prepare an integrated promotional strategy.
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Content
1 Marketing communications
Communication process: nature and components of marketing communications, model of
communication process, adoption process and adoption categories, consumer buying
decision-making process, influences on consumer behaviour personal, psychological,
social; response-hierarchy models, integration of marketing communications
Organisation of the industry: structure and roles of marketing communications agencies,
advertising agencies, media owners, advertisers, triangle of dependence, types of agency
full service, la carte, media independents, hot shops, concentration in buying and selling,
media sales houses; other supporting services PR, sales promotion, marketing research
Regulation of promotion: Sale of Goods Act, Trade Descriptions Act, Consumer Credit Act,
Data Protection Act; Statutory authority Independent Television Commission and RadioAuthority; self-regulation Advertising Standards Authority; consumerism, ethics and
public opinion as a constraint
Current trends: media fragmentation, micro-marketing, brand proliferation, media costs,
increasing use of sales promotion techniques at the expense of advertising and their effect
on branding and awareness, new media, eg payslips, till receipts, petrol pumps, increased
sophistication and use of marketing research; the role of marketing communications in
globalisation eg media availability, culture, religion, education and literacy
The impact of ICT: role of IT, internet and on channels of communication, cyber consumers,
global media reach, computerised home shopping interdependence, disintermediation,
and reintermediation; the ability to develop relationships through ICT, business-to-business
and business-to-consumer communications
2 Advertising
Role of advertising: definition, purpose, and objectives of advertising, functions of
advertising remind, inform, persuade, sell; advantages and disadvantages of advertising,
advertising process, role of advertising within marketing mix, within promotional mix,
characteristics of advertising media press, TV, radio, cinema, posters/outdoor,
advertising objectives
Branding: definition, purpose, objectives and dimensions of branding, benefits, concepts,
branding strategies blanket, family, individual, multi-branding, brand extension, ownbrands, situations when branding is inappropriate, brand image, personality and equity,
brand evaluation techniques
Creative aspects of advertising: positioning, messages, message-appeals, advertisement
design and testing, copy writing, visuals, creative briefs, creative strategies and tactics,
impact of IT on advertisement design, measuring advertising effectiveness; key media
concepts (reach, duplication, frequency, GRPs, flighting); principles in measuring media
effectiveness
Working with advertising agencies: agency structures, role of account handler and account
planner, process and methods of agency selection, agency appointment including contracts
and best practice guidelines, agency/client relationships, remuneration commission, fee,
results, media planning; key account management and the stages in developing key account
relationships
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3 Below-the-line techniques
Primary techniques: sales promotion, public relations, sponsorship and product placement,
direct marketing, packaging and merchandising; for each of the above techniques detailed
consideration of role, characteristics, objectives, advantages/disadvantages, appropriate
uses, evaluation measures
Other techniques: an overview of the role and uses of corporate communications, image andidentity, exhibitions, word-of-mouth, personal selling, miscellaneous and new media
4 Integratedpromotional strategy
Budget formulation: methods percentage of sales, per unit, marginal analysis,
competitive parity, task, executive judgement, overview of media costs, budget
determination process, guidelines for budget allocation, relative costs of various
promotional techniques and low-and high-budget campaigns, new product considerationsDeveloping a promotional plan: communication goals AIDA, DAGMAR SOSTT +
4Ms, SOSTAC, situation analysis, objectives, target audiences, creative strategy,
promotional strategy and tactics, media selection, scheduling, budget allocation, evaluation
measures, inter and intra-media decisions, burst versus drip
Integration of promotional techniques: benefits, methods, role of positioning, positioning
strategies, push and pull strategies, importance of PR, corporate identity and packaging in
aiding integration, barriers to integration eg company and agency organisation structures,
cost, methods of overcoming these barriers, levels of integration, award-winning campaigns
Measuring campaign effectiveness: customer response, recall, attitude surveys, sales levels,
repeat purchases, loyalty, cost-effectiveness, degree of integration, creativity, quantitative
and qualitative measures
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Outcomes and assessment criteria
Outcomes Assessment criteria for pass
To achieve each outcome a learner must demonstrate
the ability to:
1 Explore the scope of
marketing communications
explain the structure, role and relationships betweenparties in the communications industry
identify current trends in advertising and promotionand evaluate their impact
use models to assess the impact of advertising andpromotion on customer behaviour
2 Investigate the role and
importance ofadvertising
explain and demonstrate how advertising can bedesigned to differentiate, remind, inform and
persuade
evaluate appropriate uses and applications foradvertising in two given situations
evaluate the role, organisation and functions ofagencies in the advertising process
3 Assess the role ofbelow-the-
line techniques and how they
are used
differentiate between the characteristics andobjectives of the various below-the-line promotional
techniques
recommend the use of individual techniques in twocommercial situations
4 Prepare an integrated
promotional strategy
explain the principles and process of campaignmanagement
combine appropriate techniques into an integratedand cost-effective campaign
present promotion recommendations in the form of apromotion plan
suggest appropriate measures for assessingcampaign effectiveness
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Guidance
Delivery
This unit can be delivered as a stand-alone unit or as part of the marketing pathway. Wherever
possible, an integrated approach of academic and practical skills should be delivered. Emphasis
in this unit should be towards an observational approach to promotional practice necessitating
involvement in documentary and analytical studies based on current or case study marketing
activities and the practical application of the communications mix for a given product or
service.
Assessment
Evidence of outcomes may be in the form of written or oral assignments or tests. The
assignments may be on real problems or case studies. Evidence produced at outcome level can
maximise flexibility of delivery although tutors may find implementation of the unit using the
framework of a promotion plan, as a total package, better suited to the needs of learners. A
portfolio of evidence generated through work placement could provide evidence against
outcomes, although it is more likely that evidence will be generated by a combination of tutor-
led assignments or tests.
Evidence could include:
a group brand tracking study conducted across the academic year, which observes recordsand analyses campaign techniques used by a major brand
individual assignment which appraises and compares individual advertisements to evaluatetheir likely impact, audience and effectiveness
time-constrained assessment which requires a learner to devise a promotion plan against acase study scenario.
Links
This unit forms a direct link with the other marketing units in the HN Business programme: Unit
1: Marketing, Unit 17: Marketing Intelligence, Unit 19: Marketing Planning and Unit 20: Sales
Planning and Operations.
Resources
Access should be available to a learning resource centre with a wide range of marketing texts
and companions.Texts should be supported by tracking of latest developments within the
communications industry from trade journals (Campaign,Marketing Week,Marketing,
Incentive and Marketing Business could be used) and Trade Association Monthly Bulletins
(ASA). Case studies, videos and documented examples of current practice should illustrate the
topical nature of this unit. Access to media statistics and cost information, BRAD and media
research reports eg JICNARS is desirable. Where appropriate, guest speakers from the industry
should be invited to contribute.
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Support materials
Textbooks
Sufficient library resources should be available to enable learners to achieve this unit.
Particularly relevant texts are:
Fill C Marketing Communications: Contexts, Strategies and Applications 3rd Edition(FT/Prentice Hall, 2002) ISBN: 0273655000
Smith P R and Taylor J Marketing Communications, An Integrated Approach
(Kogan Page, 2001) ISBN: 0749436697
Yeshin T Integrated Marketing Communications: The Holistic Approach (CIM/Butterworth
Heinemann, 1998) ISBN: 0750659637
Journals and newspapers
BRAD
Campaign
The Financial Timesand other daily newspapers which contain a business section and marketreports
International Journal of Advertising
International Journal of Corporate Communications
Journal of Product and Brand Management
Marketing
Marketing Business
Marketing Incentive
Marketing Review
Marketing Week
Videos
Lucozade and Lara Croft(1998, TV Choice) TV advertisement for a revamped product
The Marketing Mix at Cadburys (1998, TV Choice) the thinking, planning and advertising
behind the launch of the Fuse chocolate bar
What Is Marketing? (2001, TV Choice) covers 4Ps and branding
Websites
www.bized.ac.uk provides case studies appropriate foreducational purposes
www.cim.co.uk The Chartered Institute of Marketings site
contains a useful Knowledge Centre
www.marketing.haynet.com Marketing magazine
www.revolution.haynet.com Revolution magazine
www.thetimes100.co.uk multimedia resources
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Unit 19: Marketing Planning
Learning hours: 60
NQF level 4: BTEC Higher National H2
Description of unit
This unit will consolidate and integrate previous knowledge and understanding of marketing
and enable the learner to apply and evaluate analytical tools in the development of marketing
plans. Upon completion, learners will be able to understand the planning needs of organisations,
present a marketing plan to meet target market needs, and achieve specified strategic marketing
objectives.
Summary of learning outcomes
To achieve this unit a learner must:
1 Compile marketing audits
2 Examine the main barriers to marketing planning
3 Formulate a marketing plan for a product or service
4 Examine ethical issues in marketing.
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Content
1 Marketing audits
Changing perspectives: changing perspectives in marketing planning, market-led strategic
change
Assessment of capability: evaluate issues relating to the aspects of competing for the future
and balancing strategic intent and strategic reality
Organisational auditing: evaluating and coming to terms with organisational capability:
balancing strategic intent and strategic reality, the determinants of capability, managerial,
financial, operational, human resource and intangible (brand) capability, approaches to
leveraging capability, aspects of competitive advantage
Environmental auditing: approaches to environmental analysis, the identification and
evaluation of key forces using the PEST framework, the implications for marketing
planning of different environmental types, Porters five forces, identifying the
organisations competitive position and relating this to the principal opportunities and
threats, market, product and brand life-cycles
2 Barriers to marketing planning
Barriers:objective/strategy/tactics confusion, isolation of marketing function,
organisational barriers, organisational culture, change management, ethical issues,
McDonalds Ten S approach
3 Marketing plan
The role of marketing planning in the strategic planning process: the relationship between
corporate objectives, business objectives and marketing objectives at operational level; the
planning gap and its impact on operational decisions
The strategic alternatives for new product development: an overview of the marketing
planning process, SWOT, objectives in differing markets, products and services, product
modification through to innovation, evaluation of product and market match, use of Ansoff
matrix in NPD and meeting customer needs, product failure rates and implications for
screening ideas against company capabilities and the market, product testing, test marketing,
organisational arrangements for managing new product development, unit costs,encouraging and entrepreneurial environment, the importance of celebrating failure
Pricing policy: price taking versus price making, the dimensions of price, approaches to
adding value, pricing techniques cost-based versus market-oriented pricing; the
significance of cash flow, the inter-relationships between price and the other elements of the
marketing mix, taking price out of the competitive equation
Distribution: distribution methods, transport methods, hub locations and distribution
centres, choice of distribution medium to point-of-sale, distribution and competitive
advantage
Communication mix:evaluation of promotional mix to influence purchasing behaviour,
media planning and cost, advertising and promotional campaigns and changes over thePLC, field sales planning
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Implementation: factors affecting the effective implementation of marketing plans, barriers
to implementation and how to overcome them, timing, performance measures financial,
non-financial, quantitative, qualitative; determining marketing budgets for mix decisions
included in the marketing plan; methods of evaluating and controlling the marketing plan;
how marketing plans and activities vary in organisations that operate in virtual marketplace
4 Ethical issues
Ethical issues in marketing: ethics and the development of the competitive stance, different
perspectives on ethics across nations, ethical trade-offs and ethics and managerial cultures
Ethics of the marketing mix: management of the individual elements of the marketing mix
Product: gathering market research on products, identification of product problems and
levels of customer communication, product safety and product recall
Price: price fixing, predatory pricing, deceptive pricing, price discrimination
Promotion: media message impact, sales promotion, personal selling, hidden persuaders and
corporate sponsorshipDistribution:abuse of power restriction of supply
Counterfeiting: imitation, faking, pre-emption, prior registration
Consumer ethics: warranty deception, misredemption of vouchers, returns of merchandise,
recording of music and videos, software copying, false insurance claims
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Outcomes and assessment criteria
Outcomes Assessment criteria for pass
To achieve each outcome a learner must demonstrate
the ability to:
1 Compile marketing audits appraise the processes and techniques used forauditing the marketing environments
apply organisational and environmental auditingtechniques in a given situation
2 Examine the main barriers to
marketing planning
identify the main barriers to marketing planning suggest how organisations may overcome barriers tomarketing planning
3 Formulate a marketing plan
for a product or service
explain the need to be innovative in the market orservices
identify and assess techniques for developingproducts
make recommendations for pricing, distributing andcommunicating a product or service
specify measures to monitor and review marketingperformance
present a marketing plan for a product or service4 Examine ethical issues in
marketing
investigate two different organisations responses toethics in marketing
identify ethical issues in marketing describe the implications of ethical issues on the
marketing mix for an organisation
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Guidance
Delivery
This unit can be delivered as a stand-alone unit or as a component of the marketing pathway. It
is designed to be linked to the Unit 1: Marketing and Unit 17: Marketing Intelligence and can
be delivered and assessed in the form of an integrated case study on a real or tutor-devised
organisation, product or service. Efforts should be made to ensure that learners gain a good
understanding of the theoretical underpinning and practical application of marketing planning
and produce credible responses
Assessment
Evidence of outcomes may be in the form of written or oral assignments or tests. The
assignments may focus on real problems or case studies. Learning and assessment can be at unit
level as an integrated unit or at outcome level. Evidence could be at outcome level although
opportunities exist for covering more than one outcome in an assignment
Links
This unit is a part of the marketing pathway and forms a direct link with the marketing units in
the HN Business programmes: Unit 1: Marketing, Unit 17 Marketing Intelligence, Unit 18:
Advertising and Promotion and Unit 20: Sales Planning and Operations. The unit is also linked
with Unit 4: Business Environmentand Unit 7: Business Strategy.
Resources
Access should be available to a learning resource centre with a wide range of marketing texts
and companions. Texts should be supported by use of journals, company reports and
government statistics. Case studies, videos and documented examples of organisations and their
marketing, auditing and planning techniques should illustrate the topical nature of this unit.
Support materials
Textbooks
Sufficient library resources should be available to enable learners to achieve this unit.
Particularly relevant texts are:
Dibb S et al Marketing: Concepts and Strategies 4th Edition (Houghton Mifflin, 2001)ISBN: 0395962447
Fifield P Marketing Strategy 2nd Edition (Butterworth Heinemann, 1998) ISBN: 075063284
Hatton A The Definitive Guide to Marketing Planning (FT/Prentice Hall, 2000)
ISBN: 0273649329
McDonald M Marketing Plans: How to Prepare Them, How to Use Them 5th Edition
(Butterworth Heinemann, 2002) ISBN: 0434912301
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Journals and newspapers
Campaign
The Financial Timesand other daily newspapers which contain a business section and marketreports
Harvard Business Review
Journal of Marketing
Journal of Marketing Management
Journal of Services Marketing
Marketing
Marketing Business
Marketing Review
Marketing Week
VideosMarketing Decisions (1998, TV Choice) marketing problems faced by three companies
The Marketing Mix at Cadburys (1998, TV Choice) the thinking, planning and advertising
behind the launch of the Fuse chocolate bar
Websites
www.bized.ac.uk provides case studies appropriate for
educational purposes
www.cim.co.uk The Chartered Institute of Marketings site
contains a useful knowledge centre
www.ft.com The Financial Times business sections
www.marketing.haynet.com Marketing magazine
www.thetimes100.co.uk multimedia resources
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Unit 20: Sales Planning and Operations
Learning hours: 60
NQF level 4: BTEC Higher National H2
Description of unit
The aim of this unit is to develop a critical awareness of sales planning and operations. Learners
will analyse the stages involved in the selling process, and evaluate the role of personal selling
in creating value and developing customer relationships in a variety of contexts and
environments. The unit will also consider the management and organisation of the sales force to
achieve sales objectives.
Summary of learning outcomes
To achieve this unit a learner must:
1 Explore the role ofpersonal selling within the overall marketing of organisations
2 Identify and evaluate the stages in the selling process
3 Analyse the role and objectives ofsales management
4 Examine the implications of operating in different sales environments and contexts.
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Content
1 Personal selling
Promotion mix: personal and impersonal communication, objectives of promotional activity,
push-pull strategies, integrating sales with other promotional activities, evaluating
promotion, allocation of promotion budget
Understanding buyer behaviour: consumer and organisational purchase decision-making
processes, personal, psychological and social influences on consumer purchase behaviour,
environmental, organisational, interpersonal and individual influences on organisational
buyer behaviour, purchase occasion, buying interests and motives, buyer moods, level of
involvement, importance and structure of the DMU, finding the decision-taker, distinction
between customers and users
Role of sales force: definition and role of personal selling, types of selling, characteristicsfor personal selling, product and competitor knowledge, sales force responsibilities,
information gathering, customer and competitor intelligence, customer databases,
prospecting, stock allocation, sales reports and records, liaison with sales office, sales force
communications and the role of IT in improving communications
2 Selling process
Principles: customer-oriented approach, preparation and objective setting, opening remarks,
techniques and personal presentation, need for identification and stimulation, presentation,
demonstration and use of visual aids,handling and pre-empting objections, techniques andproposals for negotiation, buying signals and closing techniques, post sale follow-up,relationship marketing
3 Sales management
Sales strategy: setting sales objectives, relationship of sales, marketing and corporate
objectives, importance of selling in the marketing plan, sources, collection and use of
marketing information for planning and decision-making, role of sales forecasts in planning,
quantitative and qualitative sales forecasting techniques, strategies for selling
Recruitment and selection: importance of selection, preparing job descriptions and
personnel specifications, sources of recruitment, interview preparation and techniques,
selection and appointment
Motivation, remuneration and training: motivation theory and practice financial and
non-financial incentives, salary and commission-based remuneration, induction and ongoing
training, training methods, preparation of training programmes, the sales manual
Organisation and structure: organisation of sales activities by product, customer, area,
estimation of call frequency, territory design, journey planning, allocation of workload,
team building, creating and maintaining effective working relationships, sales meetings and
conferences
Controlling sales output: purpose and role of the sales budget, performance standards,
appraisals, self-development plans, customer care
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Database management: importance of database building, sources of information, updating
the database, use of database to generate incremental business and stimulate repeat
purchase, use of database control mechanisms, importance of IT methods in database
management
4 Sales environments and contexts
Sales settings: sales channels retailers, wholesalers, agents, importance of segmentation,
industrial selling, selling to public authorities, selling for resale, telephone selling, selling
services, pioneer selling, systems selling, selling to project teams or groups
International selling: role of agents and distributors, sources, selection and appointment of
agents/distributors, agency contracts, training and motivating agents/distributors, use of
expatriate versus local sales personnel, role, duties and characteristics of the export sales
force, coping in different cultural environments
Exhibitions and trade fairs: role, types and locations of trade fairs and exhibitions,
principles of stand design, setting objectives for exhibition attendance, audience profile and
measurement, qualification and follow-up of exhibition leads, evaluation of exhibitionattendance, financial assistance for exhibition attendance
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Outcomes and assessment criteria
Outcomes Assessment criteria for pass
To achieve each outcome a learner must demonstrate
the ability to:
1 Explore the role ofpersonal
selling within the overall
marketing of organisations
provide two examples of objectives from differentelements in the communication mix and explain
their roles and the relationship between them
illustrate how an understanding of buyer behaviourcan be used in personal selling
identify the environmental and managerial forcesaffecting personal selling
describe the main types of personal selling2 Identify and evaluate the
stages in the selling process
discuss the principles of personal selling analyse the stages in the personal selling process
3 Analyse the role and
objectives ofsales
management
explain how sales strategies are revised in line withcorporate objectives
devise appropriate recruitment and selectionprocedures
evaluate the role of motivation, remuneration andtraining in enhancing sales performance describe two techniques used to co-ordinate and
control sales output
use given information to recommend appropriateorganisation structures and procedures
4 Examine the implications of
operating in different sales
environments and contexts
identify and give three examples of the differencesin the nature of sales tasks and skills in a variety of
contexts
explain the role of sales staff operating in aninternational environment
explain the purpose of trade fairs and evaluate theircontribution
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B014393 Guidance and units Edexcel Level 4 BTEC Higher Nationals in Business
Issue 2 September 2004175
Guidance
Delivery
This unit is designed to have a variety of theoretical and practical delivery mechanisms. The use
of case studies and sales organisation evaluation could be used to develop theoretical
knowledge. A data-bank of sales figures relating to number of customers, number of sales visits
and number and value of orders for a number of sales staff could be analysed to evaluate sales
force performance against a variety of criteria such as profitability or new business generation.
The use of outside speakers and visits to organisations could be used where appropriate to
support delivery. Efforts should be made to ensure that learners gain a good understanding of
the marketing knowledge they gain and can apply it to real life situations and case studies.
Assessment
Evidence of outcomes may be in the form of written or oral assignments or tests. The
assignments may focus on real problems or case studies. Learning and assessment can be at unit
level as an integrated unit or at outcome level. Evidence could be at outcome level although
opportunities exist for covering more than one outcome in an assignment.
Links
This unit forms a direct link with the other marketing units in the HN Business programme: Unit
1: Marketing, Unit 17: Marketing Intelligence, Unit 18: Advertising and Promotion and Unit
19: Marketing Planning.
Resources
There are numerous textbooks covering sales planning and operations. It is important that
learners are directed to a balance of comprehensive theoretical texts and the more readable how
to books which exist and provide an excellent source of practical exercises.
Marketing and sales journals are a good topical source of personal selling and sales management
activities. Over the years a number of videos have been produced demonstrating good (and bad)
sales techniques. Many of these form part of sales training programmes which can be purchased.
Throughout the course of an academic year, topical programmes often appear on television.
Support materials
Textbooks
Sufficient library resources should be available to enable learners to achieve this unit.
Particularly relevant texts are:
Jobber D and Lancaster G Selling and Sales Management(FT/Prentice Hall, 2000)
ISBN: 0273674153
Johns T Perfect Customer Care: All You Need to Get It Right(Random House, 1999)
ISBN: 0099406217
Noonan C Sales Management(Butterworth Heinemann, 1998) ISBN: 0750633611
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Journals and newspapers
Campaign
The Financial Timesand other daily newspapers which contain a business section and marketreports
Harvard Business Review
Journal of Marketing Management
Journal of Personal Selling and Sales Management
Marketing
Marketing Business
Marketing Review
Videos
Over the years a number of videos have been produced demonstrating good (and bad) sales
techniques. Many of these form part of sales training programmes which can be purchased.
Throughout the course of an academic year, topical programmes often appear on television.
There is also a good source of topical video material available from:
The Open University Broadcasting Office
P O Box 953
Walton Hall
Milton Keynes MK7 6EB
Telephone: 01908 652777
Websites
www.bized.ac.uk provides case studies appropriate for
educational purposes
www.cim.co.uk The Chartered Institute of Marketings site
contains a useful Knowledge Centre
www.ft.com The Financial Times business sections
www.iops.co.uk Institute of Professional Sales
www.thetimes100.co.uk multimedia resources