BTEC INTERNATIONAL BUSINESS

UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

Research and Plan a

Unit title Key to learning opportunities
Marketing Campaign

Guided learning AW Assignment RS Revision session

60
hours writing
GS Guest speaker V Visit
Number of lessons 30

Duration of IS Independent GW Group work

4 weeks
lessons study

Links to other units

Unit 1: Exploring Business

Unit 3: Business Finance
Week Outcome Content Learner activity Classroom
resources

Learning aim A: Explore how different markets are researched using different models and tools
1-2 Topic A: Explore A1 Human resources (HR)  Tutor presentation: Outline the learning  Online tutor
factors that can aims of the unit, how it will be assessed, presentation and
impact human Definition, function and features and the methodology used to deliver the notes
of the human resources process. content. The presentation should also
resource planning in  Online discussion
include the expectations required from
business
learners, particularly in respect of  PCs, laptops or
Human resources as a factor of
individual/independent research activities. tablets with
A1 Human resources production.
 Tutor-led discussion: Allow students to internet
A2 Human resource
research different businesses and discuss
planning Features of the human resources how different organisations structure their
process including: human resource’s function.

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UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

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 Tutor led discussion: the features and

- labour market analyses characteristics of human resource
- Forecasting labour planning, including management actions to
demand. address human resource issues at an
operational level. Discuss impact of
globalization on human resource planning.
- Sources of information
available to conduct  Learner activity: Learners are given the
labour market analyses. opportunity to analyse HR data and draw
conclusions regarding the current issues
faced by specific businesses, and how they
The link between business could be addressed.
planning and human resources.

The impact of globalization on  Paired activity: learners to work in small

groups to identify the responsibilities of
human resource planning
specialist staff in the human resources
department and discuss their findings with
Features and characteristics of the class.
the human resource planning  Group discussion: Ask learners to carry
process: out individual research, using labour
Factors involved in human market statistics to identify trends in the
resource planning, including: local, regional and national economy that
- nature of the work, may impact on businesses in their own
demand for products or local area. They should think about how
services, skills organisations forecast labour demand.
Then discuss as a group.
requirements and
shortages, location,  Group discussion: in small groups
research the most common workplace
labour market
issues and how they might be addressed,
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UNIT 2: RESEARCH AND PLAN A MARKETING CAMPAIGN

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competition then discuss to exchange ideas
- workforce profiles, e.g.
skills level, ability,
Tutor led discussion: discuss techniques to
educational level, meet skills requirements and identify how
aptitude, need for organisations deal with skill shortages at an
flexibility in the operational level.
workforce, core versus
peripheral workers,
skills transferability Plenary: Confirm the main learning points and set
- types of contract, e.g. any homework.
full-time versus part-
time, subcontracting,
zero-hours contracts,
temporary staff, agency
staff
- labour turnover
(expressed in words and
numbers), productivity.

Management actions to address

human resource issues at an
operational level,
including workplace stress,
absenteeism (expressed in
words and numbers),
motivation, engagement with
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Week Outcome Content Learner activity Classroom

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business culture, employee
satisfaction.

Techniques to meet skills

requirements, including:
- recruitment
- upskilling/reskilling/
training
- outsourcing
- changing job roles
- restructuring.
Purpose of induction to
integrate new employees into
role, including:
- internships
- work experience
- internal recruitment
- secondments.
Using exit interviews to
improve employee retention and
reduce turnover.
Reviewing effectiveness of
human resource practices.

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3 B1 Motivation in the workplace  Tutor presentation: The role of motivation in  Online Tutor
Learning aim B: Key principles and theories of the workplace. The different theories of presentation and
Examine methods motivation and how these impact motivation. What are reward systems? How can notes
of managing on business they be used for motivation?  PCs, laptops or
employee performance.  Group discussion: learners’ asses their own tablets with
motivation and suggest ways to increase it. internet
performance and - Theories of motivation,
 Group discussion: learners explore the connection
how motivation e.g. Maslow, F Herzberg,
F W Taylor, E Mayo, et al. challenges faced by managers and workplace
impacts on
supervisors who manage people who are
business - impact of motivation on motivated by a range of different influences.
performance business performance.
 Knowledge quiz: Recap the different methods
- Reward systems, of motivation.
including financial and
non-financial motivators,
e.g. performance-related
pay, pension schemes,
company vehicles,
flexible working,
healthcare, career
breaks.

B2 Training and development  Tutor presentation: Introduce learners to the  Online Tutor
• The purpose of training needs different types of training. presentation and
analysis.  Group discussion: Learners discuss the notes

• Types of training including: effectives of training and its impact on work and  PCs, laptops or
business performance. tablets with
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- internal/external  Paired activity: Learners research training internet

needs analysis and types of training. Then connection
- on-the-job/off-the-job
present their findings.
- Mentoring
 Knowledge quiz: Recap the different methods
- coaching. training.
• Effectiveness of training, e.g.
quality of work, customer
satisfaction,
employee motivation.

B3 Performance appraisal  Tutor-led discussion: Discussing performance  Online Tutor

Features of managing employee appraisals their purpose, types of appraisals and presentation and
performance and the importance impact on the individual and the business. notes
of meeting expected standards.  Group activity: learners research different
• Purpose of performance types of performance appraisals and their  PCs, laptops or
appraisal: advantages and disadvantages with the class. tablets with
- to set individual and internet
group targets  Plenary: Use a question-and-answer session to connection
ensure learners’ understanding.
- to assess individual and
group performance
- to provide employee
 Tutor-led discussion: Discuss Assignment 1 and
feedback
prepare for assignment hand-out.
- to identify training needs.

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Types of appraisals:
- self-assessment
- management by
objectives
- ratings scales
- 360° appraisal.
• Impact of performance
appraisal:
- on the individual
- on the business.
4 C1 Recruitment of staff  Tutor presentation: What is recruitment, what  Online Tutor
Learning aim C: Workforce planning for large is selection, why do vacancies open? Why do presentation and
Examine how 250+ staff business businesses select and recruit? Explain the notes
effective organizations, e.g. retail, a importance for businesses of getting the right  PCs, laptops or
production company or financial person for the job, and the main stages involved. tablets with
recruitment and
business. internet
selection
Reasons for recruiting new staff:  Group discussion: ask learners to research the connection
contribute to
- growth of the business– different types of recruitment and then proceed
business success
locally, nationally, globally to a class discussion.
 Individual research activity: Ask learners to
- changing job roles
research the link between recruitment and
- systems change business success.

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- filling new vacancies  Tutor-led discussion: how does efficient

created by more space or recruitment lead to efficient staff integration.
product development  Knowledge quiz: Role play the recruitment
- vacancies caused by process.
leavers/turnover of staff
- internal promotions
- new office or branch and
need for additional staff
- seasonal fluctuations
leading to the
requirement for
temporary staff.
• Use of government agencies,
internal advertisements versus
external
- advertisements, online
recruitment and
traditional methods.
Link between recruitment
processes and business success.

Link between professional

recruitment processes and

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efficient staff integration.

C2 Recruitment and selection  Tutor presentation: Introduce the documents  PCs, laptops or
processes used in the recruitment and selection process tablets with
• Recruitment process – the explaining the purpose and impact of each internet
purpose and characteristics of document. connection
documents for internal and  Tutor led discussion: highlight the different
external recruitment: methods of selection and their advantages and
- job advertisement – disadvantages
placing of the
advertisement,  Group discussion: group discussion on the cost
internal/external, effectiveness of different application approaches
journal/website
 Individual research activity: individually
- job analysis research of job advertisements and consider the
- job description – the effectiveness of a range of adverts in attracting
content of the tasks and potential applicants. Then present findings to
responsibilities of the job the class.
- person specification and
skills the position  Paired activity: Learners should research the
requires – are they recruitment and selection process involved for
essential or desirable? two or three different types of job and compare
- CV versus application between them
forms  Plenary: Confirm the main learning points and
- letter of application set any homework.

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- online recruitment.  Tutor-led discussion: Discuss Assignment 2 and

• Cost effectiveness of different prepare for assignment hand-out.
application approaches, e.g.
paper-based, online.
• Selection, including assessment
centres and psychometric
testing, group/team activity
interviews (by telephone, face to
face, group and panel),
presentations in interviews, short
tests at interviews:
- interview protocol, type
of selection and how it
contributes to the
process advantages and
disadvantages
- initial selection
processes with telephone
screening interviews or
short, online tests,
appreciation that
different processes are
appropriate for different
roles in a business
- use of technology in the
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process, online
applications, uploaded
CVs or use of post
- communication with
prospective employees:
are the channels easy to
access, can the process
be monitored?
- quality of the process and
the documents
- linking the process to
efficiency and business
success.
C3 Ethical and legal  Tutor presentation: Introduce ethical and legal  Online Tutor
considerations in the considerations in the recruitment process using presentation and
recruitment process real examples, focusing on the importance of notes
Importance of adhering to local adhering to local employment legislation and  PCs, laptops or
employment legislation and ethical practices. tablets with
ethical practices.  Group discussion: Lead a class discussion on internet
• Ethical considerations, legal and social issues concerning race, gender, connection
including: disability, religion, age and other situations 
- being honest in an where discrimination, either positive or negative,
advertisement may occur.
 Paired activity: ask learners to research
- the maintenance of
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confidentiality Jordanian Labour law and discuss findings.

- fairness through  Plenary: Confirm the main learning points and
standard questions asked prepare for assignment 2 handout.
to all candidates
interviewed
- same criteria used for all
applicants
- disclosure if family or
friends work for the same
business.
• Legislation including:
- current right-to-work
legislation, document
check
- other employment
legislation, e.g. UK
Equality Act (2010), equal
opportunities regardless
of gender, age, race,
disability; wage-related
legislation, e.g. minimum
wage
- problems associated
with non-compliance.
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