This highly detailed 8 page document includes a general breakdown of the exam & tips, detailed exam structure breakdown which details what needs to be included under every heading\/subheading, headings and timings sheet, Assessment outcomes and useful examples of budgets and timescales. This document covers all of the titles, headings & content you need to include in order to achieve a Distinction. Know how to exactly structure your report and presentation with this detailed guide and explained examples of how to apply the structure. Often, students understand the Units content well but have no idea how to effectively structure their exam, resulting in poor grades. This document will teach you a solid structure to ensure you are confident going into the exam.<\/p>\n\n\n\n
Unit 2 Developing a Marketing Campaign Exam Structure:
General Exam Breakdown: 3 hours ~ 70 marks
Activity 1:
In this section you must prepare a rationale for a marketing campaign for a business so that
they can meet a certain objective (this objective will be stated in the brief).
Included in A1:
\u25cf Introduction
\u25cf Marketing aims and objectives
\u25cf Research data on the market, to include:
\u25cb An analysis of your research, using appropriate tools
\u25cb Target market
\u25cb Size, structure and trends
\u25cb Competition
\u25cb Trends
\u25cf An evaluation of the reliability and validity of the information researched
\u25cf A justification for your rationale using PESTLE & SWOT
Activity 2:
Based on your rationale from Activity 1, you must produce a plan for the marketing campaign
for the business. You also need to conduct a survey as part of your primary research
which will be used to select the target audience and construct the marketing mix.
Included in A2:
\u25cf Marketing mix
\u25cf Target audience & Marketing message
\u25cf Selection of media
\u25cf Campaign budget
\u25cf Timescale
\u25cf Conclusion
Tips:<\/p>\n\n\n\n
Detailed Exam Structure Breakdown:
Activity 1:
Introduction 5 mins
\u25cf Short & concise introduction that describes the business
Marketing aims and objectives 15 mins
\u25cf SMART objectives will be used to help achieve the aim of the marketing
campaign
\u25cf Insert the aim and 3 SMART objectives that will help achieve it
\u25cf Clearly state the objective in the SMART format then go into detail explaining
why you chose this objective and how it will help achieve their aim (justify)
\u25cf To help you choose an objective ask yourself: Does this help the business
achieve its aim? Can the progress be measured? How? Can they complete
this objective with their resources? How long should it take to complete this
objective?
Example objective:
\u25cf To get 2 more sponsors from gaming related businesses who will supply
gaming equipment to Ocuppola, they will be contacted through direct mail.
This is to be completed by October 1st 2021 (6 months)
[Explanation of objective in SMART format]
Marketing research and analysis: 35 mins
\u25cf In this section focus on how the fact stated will impact the business in
achieving its aim (positive and negative)
\u25cf You need to conduct secondary research for this section and take note of the
sources used, also state whether the findings are qualitative or quantitative
Market size:
\u25cf Find data on the total revenue of the market from different years and calculate
the increase\/decrease overtime
\u25cf You may be able to find information on expected growth rates for the market
\u25cf What is the implication of this data? If total revenue of the market is high and
expected to grow, this will be beneficial for the business as they have the
opportunity to achieve high profits
Market share:
\u25cf This is the percentage of sales\/revenue out of total sales\/revenue that a
business has in its market
\u25cf If there are businesses with high market share (>25%), it may pose a
challenge to the case study business as successful firms have high brand
loyalty and the marketing campaign effectiveness may suffer
2
Powered by https:\/\/learnexams.com\/search\/study?query=aqa<\/a><\/strong><\/p>\n\n\n\n