Course Outline ü BTEC Nationals in Business Level

Course Outline ü BTEC Nationals in Business (Level 3) ü 1 lesson per week ü Unit 3: Intro to Marketing with MV (term 1&2) ü Unit 1: The Business Environment with DP (term 1&2) ü Unit 2: Business Resources with MV/DP (term 4/5) ü UCAS points equivalent

Commitment from you! ü All work submitted MUST be your own (plagiarism) ü You MUST reference your work correctly ü You MUST hand in work by the deadlines set ü At times, you will be required to complete tasks outside of school hours (extended learning) especially for merit/distinction grades.

MARKETING

Introduction to Marketing (P 1) Unit 3 BTEC National Level 3 Award in Business Yr 12 Miss Vincent

Learning Objectives By the end of today’s lesson, you should be able to… LO 1) Define the term ‘marketing’ (Guided - Regular) LO 2) Explain using examples what marketing objectives are (Regular - Strong) LO 3) Analyse the marketing objectives set in private, public and voluntary sector organisations (Advanced).

Competency Focus Research (I 1): to research the policies and organisational values of your chosen company. Morals and Ethics (C 1): to understand the moral values of voluntary sector organisations and how these have an impact on aims and objs

MARKETING Class definition:

LO 1: A definition of ‘Marketing’ "Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably”. [Chartered Institute of Marketing (CIM)]

LO 1: A definition of ‘Marketing’ "Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. ” [Kotler]

LO 2: Business Concepts Businesses exist for different reasons. These can be classified under the headings: - Sales Concept - Production Concept - Marketing Concept What is Alton Towers’ business concept?

LO 2: Business Concepts Sales Concept: ‘hard-sell’, business wants to push sales through Production Concept: Mass production of products where economies of scale are exploited. Marketing Concept: Seeks to satisfy consumer wants and needs. Putting the consumer at the heart of all decisions.

Alton Towers: Making a profit! • All of the goods and services that Alton Towers Resort provides cost money. • Examples of Alton Towers Resort’s costs include: – Staff wages – Raw materials – Advertising costs – Electricity/power costs To cover these costs, a business sells the goods or services it provides - this is known as income or revenue. The money left after all costs have been taken into account is the profit.

What about these. . . ? 1) 2) 3) 4) A business produces a low-priced, low-quality toilet paper which people will buy based purely on price and need. A firm that manufactures replacement windows uses cold-calling to target residential households. A firm has recognised the need amongst consumers for a heated flask. The product will be used mainly by people whose job requires them to be based on the road for long periods of time. A firm manufactures large cardboard boxes; they gain cheaper raw materials by negotiating a rate with their suppliers for buying in bulk. Extension : An insurance firm has just opened up a new call centre, employing 1000 employees in Birmingham. They will now mass target customers by cold-calling households to try and sell their product. Two new sales people have just been hired by a telecommunications company to set up a stand at Merry Hill Shopping Centre, Dudley and try to sell wireless broadband to passers by.

LO 3: Aims/Objectives Aim: What a business wants to achieve in the long term. For example, to maximise profit or to survive. Objective: an outcome which allows a business to achieve its aims. E. g. To increase sales by 5% per month over the next 12 months.

LO 3: Aims/Objectives must be SMART: Specific Measurable Agreed Realistic Time-constrained

LO 3: Aims/Objectives Examples of SMART Objs: - To increase profit by 5% for each week during the month of December. - To reduce advertising budget by 15% for the financial year 2009/10. - To recruit an extra 10 highly motivated staff in the marketing dept over the next 12 months.

Scenario. . . You are the Managing Director at Alton Towers. You have setup a board meeting with your fellow directors to set the company’s aims and objectives for 2012. Write down 3 aims and 5 objectives (which must be SMART!) for the company publish in its annual report.

Merlin Entertainments Group’s aims • Deliver unique, memorable and rewarding experiences • Develop brands that are distinctive, challenging and innovative • Deliver the best financial returns in the sector • Demonstrate a record of growth in market share • Train committed and passionate employees to deliver fun, happy and exciting experiences • Deliver prompt, professional and exceptional service • Be an exciting company to be involved with.

LO 3: What about the other sectors? Private Sector: - Main aims are profit/growth/survival. - Must be SMART. Now test your knowledge using Public Sector: the ‘cut & stick’! - Not-for-profit (usually providing a service) - Funded/controlled by government. - Objs include efficiency, value for money (taxpayers!!). Voluntary Sector: - Charities (local, national, international causes) - Objs such as raise money for a cause & raise awareness of the cause. - If a charity makes a profit, it is called a ‘surplus’.

LO 4: Marketing Objectives § Goals that a business is trying to achieve through its marketing. § Must be SMART. § Support the achievement of corporate objectives. § Example: To increase market share by 10% in the next 3 years.

Memory Challenge Marketing Voluntary Ma Publ rk ic Se Objective eti ng ctor SMART Co nc Private Sector ep t Production Concept Sector Org ation anis AIM

Key Terms Marketing Aim Objective SMART Public Sector Private Sector Voluntary Sector Sales Concept Production Concept

P 1: Describe how marketing techniques are used to market products in two organisations. Task 1 - Produce a presentation Part A • Provide two definitions of marketing • Identify the broad aims of organisations of the private, public and voluntary sectors. • Identify the aims specifically for each of your selected businesses. [This will form the introduction to P 1]

YOUR COURSEWORK. . . You must choose two organisations from the list below, one from the private sector and one from the public or voluntary sector. PRIVATE SECTOR PUBLIC/VOLUNTARY SECTOR BMW NHS Kraft Foods Acorns Children’s Hospice Pepsi. Co Oxfam Apple Shelter Mc. Donalds Royal Mail