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 words)
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 / Success Criteria/Activities(I know I’ve got it when I can …)
1 / Define & discuss Marketing, list different types and users of market research. Outline reasons for conducting market research, and describe the different methods used. / Explain marketing terminology, and describe different types of marketing research methods used.
2 / Describe the current business environment, including the target market. / Gather primary and secondary research to collect data on a business, its environment and its competitors
3 / Construct a SWOT and a competitor analysis. / Use the data from my research to select and organise information into the SWOT and a competitor analysis
4 / Using the SWOT analysis and competitor analysis, identify and analyse any issues for introducing a new product. / Explain negative impacts the threats and weaknesses could have on the proposed marketing strategies.
5 / Evaluate marketing strategies developed to achieve business objectives / Evaluate proposed marketing strategies for the new product, and their potential impact on the business.
6 / Recommend the feasibility of introducing the new product. / Determine the feasibility of introducing a new product (i.e. could the new product increase the existing market share? Does the business have a competitive advantage or USP? Has sufficient research been undertaken? Has a strong target market been identified?
7 / Justify recommendations using research-based evidence / Use research-based evidence to support your recommendations.