Marketing Tools

Unit Code: BA13WE002
Level: Three
Credit Value: 6
Unit ID: ACD684
learndirect: BA1
Sector: 15.4 Marketing and Sales
Last registration date: 31/07/2017

Purpose and Aim:
to enable the learner to understand the tools available to the marketeer; the management of products by an organisation; the role of promotion; and the importance of price as a competitive tool.

LEARNING OUTCOMES ASSESSMENT CRITERIA Method Assessor Evidence Date Signature
The learner will: The learner can: Assessment method Who will assess? Evidence which will be available for verification Date achieved  
1. Understand the various tools available to the marketer.
1.1 Define the term 'marketing mix'.
1.2  Identify the components of the marketing mix.
2. Understand the concept of a product item and how an organisation manages products.
2.1 Define the concept of a product.
2.2  Outline the stages of new product development.
2.3  Analyse the product portfolio.
2.4  Identify the stages of the product life cycle.
3. Understand of the marketing channel concept and structures.
3.1 Explain the various types of marketing channels for consumer products.
3.2  Identify the role of intermediaries.
3.3  Explain the growth of direct marketing.
4. Understand the role of promotion.
4.1 Define promotion as a communications process.
4.2  Outline the elements of the promotions mix.
4.3  Evaluate the methods of promotion and the media used.
5. Understand the nature and importance of price as a competitive tool.
5.1 Appreciate the characteristics of price competition.
5.2  Explain various pricing strategies.

Access to HE Grade Descriptors:
  • 1 - Understanding of the Subject
  • 2 - Application of Knowledge
  • 4 - Use of Information
  • 5 - Communication and Presentation
  • 7 - Quality
Assessment Methods:
There is no assessment information available for this unit. Assessments used should be fit for purpose for the unit and learners, and generate evidence of achievement for all the assessment criteria.

Further assessment guidance is available here.
Assessment Information:
AC 3.1 A minimum of three types of marketing channels.
AC 4.2 A minimum of three elements of the promotions mix.
AC 4.3 A minimum of three methods of promotion.
Assessor Requirements:
There is no information regarding specific assessor requirements for this unit. Centres should select assessors who are trained in assessment, and who have subject specific competence to assess at this level.

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