Marketing Principles

Marketing Principles

Rules and regulations:

Plagiarism is presenting somebody else’s work as your own. It includes: copying information directly from the Web or books without referencing the material; submitting joint coursework as an individual effort; copying another student’s coursework; stealing coursework from another student and submitting it as your own work.  Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the procedures set down by the College. Please see your student handbook for further details of what is / isn’t plagiarism.

Coursework Regulations

1    Submission of coursework must be undertaken according to the relevant procedure – whether online or paper-based.  Lecturers will give information as to which procedure must be followed, and details of submission procedures and penalty fees can be obtained from Academic Administration or the general student handbook.
2    Late coursework will be accepted by Academic Admin Office and marked according to the guidelines given in your Student Handbook for this year.
3    If you need an extension (even for one day) for a valid reason, you must request one, using a coursework extension request form available from the Academic Admin Office. Do not ask the lecturers responsible for the course – they are not authorised to award an extension. The completed form must be accompanied by evidence such as a medical certificate in the event of you being sick.
4    General guidelines for submission of coursework:
a)    All work must be word-processed and must be of “good” standard.
b)    Document margins shall not be more than 2.5cm or less than 1.5cm
c)    Font size in the range of 11 to 14 points distributed to including headings and body text. Preferred typeface to be of a common standard such as Arial or Times New Roman for the main text.
d)    Any computer files generated such as program code (software), graphic files that form part of the course work must be submitted either online with the documentation or on a CD for paper submissions.
e)    The copy of the course work submitted may not be returned to you after marking and you are advised to have your personal copy for your reference.
f)    All work completed, including any software constructed may not be used for any purpose other than the purpose of intended study without prior written permission from St Patrick’s International College.

On successful completion of this unit a learner will:    Assessment requirements for Pass
To achieve each outcome a learner must demonstrate the ability to:
LO1 Understand the concept and process of marketing
1.1  explain the various elements of the marketing process
1.2 evaluate the benefits and costs of a marketing orientation for a selected organisation
LO2 Be able to use the concepts of segmentation, targeting and positioning    2.1 show macro and micro environmental factors which influence  marketing decisions
2.2 propose segmentation criteria to be used for products in different markets
2.3 choose a targeting strategy for a selected product/service
2.4 demonstrate how buyer behaviour affects marketing activities in different buying situations
2.5 propose new positioning for a selected product/service
LO3 Understand the individual elements of the extended marketing mix    3.1 explain how products are developed to sustain competitive  advantage
3.2 explain how distribution is arranged to provide customer  convenience
3.3 explain how prices are set to reflect an organisation’s objectives and market conditions
3.4 illustrate how promotional activity is integrated to achieve marketing objectives
3.5 analyse the additional elements of the extended  marketing mix
LO4 Be able to use the marketing mix in different contexts    4.1 plan marketing mixes for two different segments in consumer markets
4.2 illustrate differences in marketing products and services to businesses rather than consumers
4.3 show how and why international marketing differs from domestic marketing.

Assessment Criteria:    AC1.2, (AC3.2), (AC3.3), (AC3.4), (AC3.5)
Assignment    Marketing Mix/ Marketing Orientation
Release date    Week commencing 20/01/2014
Due Date(s) for submission    Formative assessment date: 14/02/2014
Final submission: 09/04/2014

The Chartered Institute of Marketing defines Marketing as

“the management process for identifying, anticipating and satisfying customer requirements profitably” .

The American Marketing Association, 2008, defines Marketing as

“the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

Task 1

Considering the above two definitions of Marketing and applying them to any organisation which markets products and services:

(a) Describe the main activities Marketing covers.

(b) List the different orientations Organisations can usually adopt and identify the cost and benefits associated with the orientation of a selected organisation (AC1.2)

(c) Explain and discuss the importance of each one of the four Ps of the product marketing
mix. (AC 3.1, AC3.2, AC3.3, AC3.4)

(d) Explain and discuss the importance of each one of the three additional Ps of the service      marketing mix. (AC3.5)

Word count: 1000 (+ or – 10%) words

Task 2
Assessment Criteria    AC2.2, AC2.3, AC2.4, AC2.5, AC4.1, AC4.2
Assignment    Segmentation, Targeting and Positioning
Release date    Week commencing 20/01/2014
Due Date(s) for submission    2nd Formative assessment: 24/03/2014
Final submission: 09/04/2014

A local business club has invited you to give a presentation on diverse topics related to Marketing. Using one or several Organisations of your choice, write a set of notes that include the following:

(a) Define Segmentation, and give examples of segmentation criteria that can be used for products or services in different markets. (AC2.2)
(b) Identify the different Targeting strategies Organisations can adopt and apply one Targeting strategy to a selected product/service of your choice. (AC2.3)
(c) Explain Positioning and discuss what changes when Marketers propose a new positioning for a given product/service. (AC2.5)
(d) Define what is Buying behavior and how it affects  marketing activities in different buying situations.(AC2.4)
(e) Explain how consumer buying behavior differs from business buying behavior.(AC4.2)
(f)  Identify two potential segments an Organisation can serve and describe how the marketing mix planning for the two segments would differ (AC4.1)

Word count: 1500 (+ or – 10%) words

Task 3
Assessment Criteria    AC1.1,AC2.1, AC4.3
Assignment    Sainsbury
Release date    Week commencing 20/01/2014
Formative submission 24/03/2014
Due Date for submission (Task 1, 2 and 3)     Final submission: 09/04/2014


Sainsbury’s is a major company that has been successfully operating in the UK for years. The company has a balanced portfolio of products and services and is eager to expand.

You have been appointed a Consultant to advise Sainsbury’s.


Write a report to the Chairman of the company, which will

a)    Define and discuss the key micro and macro environmental factors that influence Sainsbury’s analysing how these can affect marketing decisions.(AC2.1)

b)    Discuss how and why international marketing differs from domestic marketing (AC4.3)

c)    Provide a summary of the key elements of the marketing Process Sainsbury’s should adopt and follow for its successful expansion (AC1.1)

Word count: 1250 words (+ or – 10%)