Download Yr 11 BM Unit marketing management

YEAR 11 BUSINESS MANAGEMENT
UNIT:
Marketing Management (Term 2)
UNIT OVERVIEW:
This unit involves businesses researching consumer markets and tailoring products,
ideas or services to satisfy the changing needs or wants of consumers and society.
ASSESSMENT:
Marketing Feasibility study – written (800-1000 wds)
All three criteria are tested: Knowing and understanding business management,
Applying and analysing management strategies, and Evaluating and communicating
management strategies.
UNIT DETAILS:
No
Learning Goal
1
List the different types of market
research. List users of market research
and outline reasons for conducting
market research. Describe the different
methods used to conduct market
research.
Describe the current business
environment, including the target
market.
2
3
Select and organise information into a
SWOT analysis and competitor analysis.
4
5
Using the SWOT analysis and competitor
analysis, identify and analyse any issues
for the new business.
Formulate marketing strategies for the
marketing mix (the 4 p’s).
Evaluate the marketing strategy for the
new business.
6
Recommend the feasibility of starting
the new business.
7
Justify recommendations using
research-based evidence
Success Criteria/Activities
(I know I’ve got it when I can …)
Refer to HO for DVD: Market Research and
class notes.
Refer to text p320,321
Gather primary and secondary research to
collect data on the business, its environment,
competitors and marketing.
(Target market - text p311-314)
Use the data from your research to select
and organise information into the SWOT
analysis (strengths, weaknesses,
opportunities, threats)
Explain the negative impact the threats and
weaknesses could have on the proposed
marketing strategies.
Decide on suitable strategies for the 4 p’s:
product, promotion, price, place.
Refer to text p304-314.
Promotion (p359-378)
Product (p323-338)
Price (p343-350)
Place (p351-356)
Evaluate the overall marketing strategy target market, internal and external market
analysis and its potential impact for both the
selected target market and the business.
Could the new business capture some of the
existing market share? Does the business
have a competitive advantage or USP
(unique selling proposition)? Has sufficient
research been undertaken? Has a strong
target market been identified?
Use research-based evidence to back up your
suggestions.