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Overview

Framework:
RQF
Level:
Level 2
Unit No:
F/505/2490
Credits:
3
Guided learning hours:
24 hours

Assessment Guidance

Portfolio of Evidence

Aim

This unit will help learners understand how to promote products and services and how customer behaviour is influenced by promotional activity.

Unit Learning Outcomes

1

Know the importance of promotion within the concept of the marketing mix.

Learning Outcome 1: Indicative Content 

Learners need to identify components of the marketing mix e.g. product or service, place or distribution, price, promotion

Examples of the importance and impact of promotion may include:

  • reach the relevant market
  • lets customer know what is available

Assessment Criteria

  • 1.1
    Identify the components of the marketing mix.
  • 1.2
    Outline the importance and impact of promotion to businesses.

2

Know how businesses promote their products and services.

Learning Outcome 2: Indicative Content 

Promotional methods may include:


  • advertising
  • social media 
  • personal selling
  • promotional activities
  • direct marketing

On-line systems may include:


  • internet shopping
  • email potential customers
  • web advertising

Assessment Criteria

  • 2.1
    Identify promotional methods used by businesses
  • 2.2
    Describe on-line systems and technologies used to promote goods and services

3

Know how promotional activities influence customers

Learning Outcome 3: Indicative Content  

Examples of how customers behaviour is influenced may include:


  • buy goods they did not intend to
  • spend more than intended
  • satisfaction that they 'got a deal'

Assessment Criteria

  • 3.1
    Give examples of how customer behaviour is influenced by promotion and public relations activities.

4

Be able to develop a plan to promote a product or service.

Learning Outcome 4: Indicative Content 

Learners must provide sufficient and valid evidence to achieve this outcome.

Aim of the promotion

  • To launch a new product/service
  • To improve sales

Target customers

  • New customers
  • Existing customers

  • Promotional techniques:

    • social media
    • advertising
    • personal selling
    • promotional activities
    • direct marketing.
    • internet shopping
    • email potential customers
    • web advertising

Assessment Criteria

  • 4.1
    Propose a plan for a promotional campaign/event to include
    a) aim of the promotion
    b) target customer
    c) promotional techniques to be used.

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