Programme: BTEC Higher National Certificate in Business
Unit Title: Marketing Principles
Assessment Format: Produce a report to present to the Managing Director of your chosen
company. This must be written in professional manner and properly
referenced. The report should comply with the word count of 3000
with +/- lo% margin. You may use tables and diagrams to support
your report to illustrate the text. Word count excludes the index,
headings, information contained in tables, references and bibliography.
As a newly appointed Marketing Manager, you are required to carry out a detailed industry
analysis for your chosen organisation. The purpose of this is to formulate a suitable marketing
campaign for your chosen organisation. Produce a report detailing the below.
As part of the introduction to the report give a brief explanation of the various elements of the
marketing process (Lo 1.1)
Evaluate the benefits and costs ofa marketing orientation for the selected organisation. (Lo 1.2)
Following the SWOT analysis identify a product/service that can be marketed to two different
segments. Justify your reason for the proposed segmentation criteria. (Lo 2.2)
Choose a target strategy for the chosen product/service. (Lo 2.3)
Unit 4: Marketing Principles Regent College