BTEC Higher National Diploma in Business (Marketing) Advertising and Promotion in Business (Unit 18)

ASSESSMENT TASKS

 

Learners are encouraged to be familiar with the assessment criteria and contextualised grade descriptors before completing these tasks.

Task 1 [Assignment] Task 1: Individual Assignment. This covers Learning Outcome 1, topics: Understand the scope of marketing communications (Week 1 – 4 lectures).

1.1 explain the communication process that applies to advertising and promotion  1.2 explain the organisation of the advertising and promotions industry  1.3 assess how promotion is regulated  1.4 examine current trends in advertising and promotion, including the impact of ICT

Assessment Type: Individual                                                                   Word Limit: 1500 max

Task 2 [Presentation] Group Presentation. It covers Learning Outcome 2 topics: Understand the role and importance of advertising.

2.1 explain the role of advertising in an integrated promotional strategy for a business or product  2.2 explain branding and how it is used to strengthen a business or product  2.3 review the creative aspects of advertising  2.4 examine ways of working with advertising agencies

Group Presentation Maximum number of members of a team is seven with a minimum of five (this can be negotiated with the Module Leader if there are a surplus of students for certain groups). Participants are asked to form their own teams and notify the module tutors of the members  via e-mail to . The final discretion as to size of teams remains with the Module  Assessment Type: Group Leader. All team members must participate in the oral presentation, preparatory research and presentation materials. The Presentations will last for 10 minutes, with 7 minutes for presentation and 3 minutes for questions. The presentations must be in PowerPoint® format. Specific references for all material must be cited within the text of the presentation. Students must submit a detailed report, including the plan and contents of the presentation to the module Tutor on the day of the presentation.

Task 3 [Assignment Individual Assignment.  It covers Learning Outcome 3,  topics: Understand below-the-line techniques and how they are used                               Word Limit: 1000 max

3.1 explain primary techniques of below-the-line promotion and how they are used in an integrated promotional strategy for a business or product  3.2 evaluate other techniques used in below-the-line promotion

Assessment Type: Individual

Task 4 Assignment Individual Assignment. It covers Learning Outcome 4, topics: Be able toan integrated promotional strategies.                                                                           Word Limit: 1500 max

4.1 follow an appropriate process for the formulation of a budget for an integrated promotional strategy  4.2 carry out the development of a promotional plan for a business or product  4.3 plan the integration of promotional techniques into the promotional strategy for a business or product  4.4 use appropriate techniques for measuring campaign effectiveness.

Assessment Type: Individual          In this task, students need to develop an actual integrated promotion plan by applying the techniques of IMC (Integrated Marketing Communication) and (Promotion), which are taught in classes. Students need to develop an actual integrated promotion plan Firstly, decide the plan for business or product. Secondly, set a budget for your promotion plan by following an appropriate process and discuss how this plan is appropriate for your integrated promotional strategy. Thirdly, plan the integration of promotion techniques into promotion strategy for your chosen business or product. Lastly, use appropriate measurement techniques and analyse and discuss how this integrated promotional plan is effective.

	GRADING INFORMATION AND REQUIREMENTS

 

Achievement of a pass grade

A pass grade is achieved by meeting all the requirements defined in the assessment criteria for each individual unit.

Achievement of a merit or distinction grade

All the assessment criteria and merit grade descriptors need to be completed within a unit to achieve a merit grade.

All the assessment criteria, merit and distinction grade descriptors must be completed within a unit to achieve a distinction grade.

Any learner submission that does not meet a targeted assessment criterion must be re-submitted by a date specified by the assessor.

Grade Descriptors		Indicative Characteristics		Contextualised Grade Guidance
MERIT
M1  Identify and apply strategies to find appropriate solutions.		effective judgements have been  made complex problems with more than one variable have been explored an effective approach to study and research has been applied
M2  Select / design and apply appropriate methods/techniques		relevant theories and techniques have been applied a range of methods and techniques have been applied a range of sources of information has been used the selection of methods and techniques/sources has been justified the design of methods/ techniques has been justified complex information/data has been synthesised and processed appropriate learning methods/techniques have been applied
M3  Present and communicate appropriate findings.		the appropriate structure and approach has been used coherent, logical development of principles/concepts for the intended audience a range of methods of presentation have been used and technical language has been accurately used communication has taken place in familiar and unfamiliar contexts The communication is appropriate for familiar and unfamiliar audiences and appropriate media have been used.
DISTINCTION
D1  Use critical reflection to evaluate own work and justify valid conclusions	conclusions have been arrived at through synthesis of ideas and have been justified the validity of results has been evaluated using defined criteria self-criticism of approach has taken place realistic improvements have been proposed against defined characteristics for success
D2  Take Responsibility for managing and organising activities	autonomy/independence has been demonstrated substantial activities, projects or investigations have been planned, managed and organised activities have been managed the unforeseen has been accommodated the importance of interdependence has been recognised and achieved
D3 Demonstrate convergent / lateral / creative thinking	ideas have been generated and decisions taken self-evaluation has taken place convergent and lateral thinking have been applied problems have been solved innovation and creative thought have been applied receptiveness to new ideas is evident effective thinking has taken place in unfamiliar contexts