Marketing Mix in Different Contexts-Btechnd

Plan the marketing mix (including all 7Ps) for the smart phone in BOTH consumer and business markets – this will help you to illustrate the differences that the smart phone might have to consider when marketing smart phone productto businessesrather than consumers. (Assessment Criteria 4.1, 4.2)

  • Discuss and show how and why the smart phone might have to adapt the marketing mix if they were to also offer the new product to an international market. (Assessment Criteria4.3)

Student Guidelines

  1. You should write the answers to PART A and PART B in an INFORMAL REPORT layout. You should produce a coherently written document that responds to each of the assignment tasks in turn.

You should write your answers taking care to explain and evaluate your ideas and knowledge of how the theories and concepts studied in the QCF Marketing Principles module apply to the assignment scenario. You should also underpin your analysis with relevant references to theory whilst at the same time ensuring that you write your assignment in your own words as far as is possible.

Please ensure that you check your final work against the assessment criteria grid for completeness – you must have addressed each of the Pass Grade assessment criteria in order to pass the module.

A Pass grade will be awarded for answers that meet the requirements of each question adequately but without any real attempt at analysis or evaluation & with little insight into the presented by the case scenario. Merit and Distinction grades will be awarded for answers that contain further / more detailed analysis and evaluation – see the assessment grid at the end of this brief for details of how the different grading criteria could be met.

It is also suggested that students include reference to, and demonstrate that they have read, at LEAST 3 relevant academic texts throughout the assignment.

  1. You must ensure that the submitted assignment is all your own work and that all sources used are correctly attributed. Penalties apply to assignments which show evidence of academic unfair practice. (See the Student Handbook which is in the Induction Area).  Please also refer to the ‘Guide to Unfair Practice in Assessment’ on the module page on ilearn.
  1. You MUST underpin your analysis and evaluation of the key issues with appropriate and wide ranging academic research and ensure this is referenced using the Harvard system. The ‘My Study Skills’area contains the following useful resources; Study Skills Guide (containing a Harvard Referencing section) and a Harvard Referencing Interactive Tutorial. You must use the Harvard Referencing method in your assignment.
  1. You should use diagrams and tables of figures where appropriate ensuring to reference their source using the Harvard Referencing method.
  1. It is advised that you write your assignment report within approximately 3500 words in order for your research and summarising skills to be developed, and for effective time management. You are required to ensure that the assignment addresses all of the assessment tasks .There is no penalty for being over the suggested word count, however, in the interests of good academic practice, assignments submitted with excessive word counts (e.g. over 4000 words) may be returned to students and asked to be reduced before marking.

The word count excludes the title page, reference list and appendices.  Where assessment questions have been reprinted from the assessment brief these will also be excluded from the word count.  ALL other printed words ARE included in the word count.   Printed words include those contained within charts and tables.

  1. Your assignment should be submitted as a single document. For more information please see the “Guide to Submitting an Assignment” document available on the module page on iLearn.

Recommended Additional Resources


Online CORE E-Book recommended for this course:

Davies, J.,2010. BTEC Level 4/5 HNC in Business. Pearson Higher Education (UK), 2010.

Access to this E-Book is provided via the Vitalsource Bookshelf software – contact the Student Support Team for access code

Principles of Marketing by Philip Kotler; Pearson; 6 edition (25 April 2013) ISBN-10: 0273742973 ISBN-13: 978-0273742975

Marketing: An Introduction by Gary Armstrong; Pearson; 2 edition (12 July 2012) ISBN-10: 0273762605 ISBN-13: 978-0273762607

Online ‘library’ resource available via ilearn


Armstrong, Gary;Kotler, Philip. 2013., Marketing: An Introduction, Global Edition. [online]. Pearson Education.

Brassington, Frances;Pettitt, Stephen. 2013., Essentials of Marketing. [online]. Pearson.

Burk Wood, Marian. 2013., Essential Guide to Marketing Planning. [online]. Pearson.

Fill, Chris. 2013., Marketing Communications : UEL. [online]. Pearson. Fill, Chris. 2010., Marketing Communications. [online]. Financial Times/ Prentice Hall.

Hollensen, Svend. 2013., Global Marketing : Leeds University Business School. [online]. Pearson.

Hollensen, Svend. 2011., Marketing Management. [online]. Financial Times/ Prentice Hall.

Kotler, Philip;Armstrong, Gary. 2013., Principles of Marketing, Global Edition. [online]. Pearson.

EBSCO e book collection

Donnelly, R, Megicks, P, Harrison, G, & Chartered Institute of, M 2009, CIM Coursebook, Oxford, UK: Butterworth-Heinemann, eBook Collection (EBSCOhost)

Fox, V 2010, Marketing In The Age Of Google : Your Online Strategy Is Your Business Strategy, Hoboken, N.J.: John Wiley & Sons, eBook Collection (EBSCOhost)

McDonald, M, & Wilson, H 2011, Marketing Plans : How To Prepare Them, How To Use Them, Seventh Edition, Chichester, West Sussex, U.K.: Wiley, eBook Collection (EBSCOhost)

Nicholson, F, Sherratt, A, Meek, R, & Chartered Institute of, M 2009, CIM Coursebook, Oxford, UK: Butterworth-Heinemann, eBook Collection (EBSCOhost)

Smith, P, & Zook, Z 2011, Marketing Communications : Integrating Offline And Online With Social Media, London: Kogan Page, eBook Collection (EBSCOhost)

Venugopal, P 2010, Marketing Management : A Decision-Making Approach, New Delhi, India: Response Books, eBook Collection (EBSCOhost)

EBSCO Business Source Complete database

Search for ‘marketing’ to access related journals / publications

Magazines, journals and newspapers

Harvard Business Review      available online at 

Marketing Magazine               available online at via EBSCO – see above

Marketing Today                     available online at

Marketing Week                     available online at and via EBSCO – see above

The Financial Times and other daily newspapers which contain a business section and market reports

Websites                       The Chartered Institute of Marketing’s site                             The Financial Times business sections

Assessment Criteria for PassTo achieve a pass you must meet all of the assessment criteria as stated below. Failure to cover all of the assessment criteria will result in a referral  grade and you be required to re-submit your assignment.Further guidance on completion of your assignment can be found in the guidance notes which are posted on the group learning space by your module tutor. For additional support  please post questions onto the group learning space, or email dmui@rdihongkong.comLearning Outcomes/

Assessment Criteria

Criteria Met

For tutor use

(you may wish to use this in your preparation for your assignment submission)

LO1 Understand the concept and process of marketing
1.1 explain the various elements of the marketing processPart B Task 1
1.2 evaluate the benefits and costs of a marketing orientation for a selected organisationPart B Task 1
LO2 Be able to use the concepts of segmentation, targeting and positioning
2.1 show macro and micro environmental factors which influence marketing decisionsPart B Task 1
2.2 propose segmentation criteria to be used for products in different marketsPart B Task 2
2.3 choose a targeting strategy for a selected product/servicePart B Task 2
2.4 demonstrate how buyer behaviour affect marketing activities in different buying situationsPart B Task 2
2.5 propose new positioning for a selected product/servicePart B Task 2
LO3 Understand the individual elements of the extended marketing mix
3.1 Explain how products are developed to sustain competitive advantagePart A
3.2 explain how distribution is arranged to provide customer conveniencePart A
3.3 explain how prices are set to reflect an organisations objectives and market conditionsPart A
3.4 illustrate how promotional activity is integrated to achieve marketing objectivesPart A
3.5 analyse the additional elements of the extended marketing mixPart A
LO4 Be able to use the marketing mix in different contexts
4.1 plan marketing mixes for two different segments in consumer marketsPARTA &

Part B Task 3

4.2 illustrate differences in marketing products and services to businesses rather than consumersPart B Task 3
4.3 show how and why international marketing differs from domestic marketingPart B Task 3
Assessment Criteria for Merit

To achieve a Merit all of the Pass criteria need to be met, then the tutor will assess whether you have met the Merit Criteria. Each of the Merit criteria must have been met at least once within the assignment.

The following statements are examples of how a merit may be achieved, if you do meet the Merit Criteria by showing you have reached this level in other ways then credit will be awarded for this. You will need to meet M1, M2, M3 at least once.

  • Clear evidence of research and application of theories / concepts studied to the marketing activities of the assignment scenario organisation
  • Explanations of the application of the marketing concepts / theories to the chosen org. have sound basis and are covered in some detail.
A range of sources of information (including at least 3 relevant academic sources) have been used in the explanation of factors affecting marketing activities / decisions in the chosen org. e.g. PEST factors, and segmentation criteria etc .

·         The marketing mix elements have been covered in detail with successful application of the mix to the two products (PART A) and / or the assignment scenario (PART B)

  • A clear, concise and logical layout has been produced which uses marketing terminology fluently and which shows a good level of application to the organisation
  • Good Attempt made to use of Harvard referencing
Assessment Criteria for Distinction

To achieve a Distinction you have met all of the Pass and the Merit criteria. Each of the Distinction criteria must be met at least once within the assignment.

The following statements are examples of how a Distinction may be achieved, if you do meet the Distinction Criteria by showing you have reached this level in other ways then credit will be awarded for this. You will need to meet D1,D2,D3 at least once.

Use critical reflection to evaluate own work and justify valid conclusions

  • Answers use critical evaluation as an extension of the assignment task instructions e.g. ‘Evaluation’ has taken place instead of just ‘explain’
  • Clear evaluation of the organisations current approach to marketing and many detailed, justified suggestions for future approach have been included in all tasks
Take responsibility for managing andorganising activities

·         Independent research, much of which is outside of what has been provided in the study materials / assignment brief, has been utilised to prepare a thorough, detailed and very well structured and excellently presented report.

·         Evidence of effective use of several, relevant, good quality academic sources being used to show how marketing theory relates to the assignment scenario.

·         Assignment is completed fully and on time

Demonstrate convergent/lateral/creative thinking

  • Innovative and creative thought has been applied when selecting targeting and positioning strategies.
  • Student has generated their own ideas regarding solutions to the problems faced by the case org. and has evaluated those ideas throughout the assignment tasks.

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