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ATHE Level  Level 4
ATHE Unit Name & Code  Applying Promotional Techniques

Harvard Referencing System only

Module Specification and Learning Outcomes

Applying Promotional Techniques
Unit Aims To develop understanding of promotion in business and to practice evaluation of existing campaigns and development of new ones.
Unit Level 4
Unit code  A/503/7079
GLH 60
Credit Value 15
Unit Grading Structure Pass
Assessment Guidance Assignments in accordance with awarding organisation guidance.
Learning Outcomes

The learner will:

Assessment Criteria

The learner can:

1 Understand the role of promotion in     achieving business objectives 1.1 Explain the aims of promotion in business

1.2 Explain how the success of a promotional

campaign is measured

1.3 Explain how promotional activities are

regulated

2 Understand the range of promotional     methods used in business

 

2.1 Explain the different promotional methods        used

by business

2.2 Explore current trends in choice of        promotional

methods

2.3 Analyze the importance of branding in

promotion

3 Be able to evaluate an existing     promotional campaign for a specific     product or service

 

3.1 Review the objectives of the campaign

3.2 Analyze the promotional mix for the  product or

service

3.3 Evaluate the choice of media in relation to        the

target market

3.4 Evaluate the integration of the promotional        mix

with the other components of the        marketing

mix

4 Be able to plan a promotional campaign for a specific business or product

 

4.1 Propose aims and objectives for a       promotional

campaign

4.2 Justify choice of target market for the

promotional campaign

4.3 Devise suitable promotional activities

4.4 Produce a plan for implementation stating how it

meets the objectives of the  campaign

 

Assignment Task

Assignment

You, as a marketing consultant, were asked by the manager of your department to conduct a presentation about the role of promotions in business.  The organization has invited several partners and other stakeholders to be the audience of this event so that they will have an idea of the latest promotional techniques applied by businesses today.

Please carry out a presentation of the Applying Promotional Methods with relevant research of an organization from the 2016 top 100 brand in UK using http://interbrand.com/best-brands/best-global-brands/2016/ranking/

 

Task 1

Produce a presentation, minimum of 12 slides, with speaker notes along with handouts as audience copy.   Please include the following:

  • an description of the aims of promotion in business
  • and description of how the success of a promotional campaign is measured
  • an description of the regulation of promotional activities
  • an description of promotional methods used by business
  • an exploration of current trends in promotional methods
  • an analysis of the importance of branding in promotion

This assignment covers assessment criteria 1.1, 1.2, 1.3, 2.1, 2.2, and 2.3.

A reference list is needed.

 

Assignment 2

Your manager is now satisfied of the presentation. You are now asked to evaluate the existing promotional campaign and provide a future plan of promotional activities for the organization that you have selected.

 

Task 1

You are advised to make a report of the chosen organization about their promotional campaign from the top 100 brands in UK.  The report must include the following:

  • a review and investigation of the objectives of the campaign
  • an analysis investigation of the promotional mix used for the campaign
  • an analysis  investigation of the target market for the campaign
  • an evaluation  analysis of the choice of media in relation to the target market
  • an evaluation analysis of the integration of the promotional mix with other components of the marketing mix, that is, product, price and place.

 

This task covers assessment criteria 3.1, 3.2, 3.3 and 3.4.

A bibliography must be attached.

 

Task 2

The report was accepted by the managers and the board decided to put up a branch in your location. You are asked to plan a promotional campaign in your locality for the organization you selected. The plan must include the following:

  • proposed aims, plans and objectives of the campaign
  • choice of the target market for the campaign operations with justification
    suitable promotional activities
  • a plan for implementation stating how it meets the objective purposes of the campaign

 

This task covers assessment criteria 4.1, 4.2, 4.3 and 4.4.

A bibliography must be attached.

 





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