Assignment brief BTEC First Award in Business

Assignment title

Unit 3 Promoting a Brand 1

Assessors

ZRI, MBN

Date issued

18/05/2015

Deadline

05/06/2015

Qualification
covered

BTEC First Award in Business Level 1/2

Units covered

Unit 3 Promoting a Brand

Learning aims
covered

Learning Aim A
Explore the use of branding and the promotional mix in business

Duration (approx)

Three weeks

Scenario

You have just been employed as a marketing consultant for a company called
Fallon London. They are the marketing company who created the famous gorilla
advert for Cadburys.

Resubmission
deadline

29/06/2015

You have been given the task of producing promotional material that provides
information on branding and promotion to potential clients. Your task is to create
a professional booklet.
To do this, you will need to research real brands to investigate the use of
branding in businesses. Your research and assessment evidence will need to
cover the importance of branding to the business and brand characteristics of the
brands researched.
Task 1

You will need to firstly explain how branding is used in two businesses. Once you
have done this you should compare the businesses in how they use brand
promotion techniques.
In your booklet you must also include a case study on one chosen product. Find a
product and assess the marketing mix used for the product. In particular you
should also explain the promotional mix used. Make sure you explain to readers
the importance of selecting an appropriate promotional mix for a product.
Evaluate the effectiveness of the promotional mix for your selected product.

Evidence you must

produce for this
task

Booklet

Criteria covered by this task:

Unit

Criterion
reference

Explain how branding is used in two businesses.

P1

Assess the marketing mix for a selected branded product.

P2

Describe the purpose of elements of the promotional mix used for a

selected branded product.

P3

Compare the use of brand promotion in two businesses.

M1

Explain the importance of selecting an appropriate promotional mix for a

M2

To achieve the criteria you must show that you are able to:

selected branded product.

Evaluate the effectiveness of the promotional mix for a selected branded
product.
Sources of
information

D1

BTEC Textbook
Internet
Lesson notes

If you have not achieved the Level 2 criteria, your work will be assessed to determine if the
following Level 1 criteria have been met.
To achieve the criteria you must show that you are able to:

Unit

Criterion
reference

Describe the importance of branding for a business

Level 1 Pass

Identify elements of the marketing mix for a selected branded product

Level 1 Pass

Identify elements of the promotional mix used for a selected branded

product

Level 1 Pass