BTEC Assignment Brief

Qualification Pearson BTEC First Award in Business (2018)

Component
Unit 4: Promoting a Brand
number and title

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

Assignment title Exploring Brand Marketing and Promotion

Assessor

Issue date

Hand in deadline

Vocational You have been employed as a marketing assistant for a marketing

Scenario or agency.
Context Your manager has asked you to gather information on how
businesses use branding and the promotional mix. Your research will
be used to help develop the agency’s approach to branding and the
promotional mix for their clients.

Task 1 Your manager has asked you to prepare a presentation about

branding. Before you start, you must research the branding used by
two businesses.

Using the information that you have found, produce a set of slides
which will introduce people to the use of branding in the two
businesses. The slides should be brief and should be accompanied
by detailed speaker notes which provide a script of the information
the presenter would say.

1
2021_22 BTEC Assignment Brief
Issue Date: December 2022
Owner: BTEC Assessment
DCL1 Public (Unclassified)
Version 1.0
 Part A
The first part of your presentation needs to explain how each of the
two businesses you have selected use branding.
For each business you must:
● what the brand is
● what the brands definition and brand personality is
● the types of branding used by the business with reasons why
they are used
● why the use of branding is important to the business
● how the businesses branding adds value to the business.

Part B
In the second part of your presentation you need explain the
similarities and differences between how the two businesses use
brand promotion including the reasons why.

Checklist of Presentation slides and speaker notes

evidence required

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

2A.M1 Compare the use of brand promotion in two businesses.

2A.P1 Explain how branding is used in two businesses.

Task 2 You have also been asked to produce a report on the marketing and
promotional mix for a selected branded product.

Part A
The first part of your report should select one branded product for
one of your two businesses and assess its marketing mix. You
should include how the business uses the 4 Ps:
 product
 price
 place
 promotion.

You should must include a conclusion which identifies which aspects

of the marketing mix are most important or relevant to the branded
product, giving reasons for your decisions.

2
2021_22 BTEC Assignment Brief
Issue Date: December 2022
Owner: BTEC Assessment
DCL1 Public (Unclassified)
Version 1.0
 Continued on next page
Part B
In the next part of your report, you need to include information on
the promotional mix used by the businesses for the selected branded
product.

You will need to identify the different elements of the promotional

mix that the business uses for the selected branded product. This
could include:
 advertising
 sales promotion
 personal selling
 public relations activities
 direct marketing.

For each of the elements identified you should give the reasons why
the business uses each of the identified elements of the promotional
mix.

You should then explain why selecting an appropriate promotional

mix is important to the business. You should consider:
 the type of market the business is operating in (B2B or B2C)
 the target market for the branded product

You will then need to evaluate the effectiveness of the promotional

mix for the selected branded product. You should include:
 the strengths and weaknesses of the promotional activities
used including promotional tools such as AIDA.

You should include a conclusion, that covers:

 which elements of the promotional mix that have been
effective
 which elements of the promotional mix that have not been
effective
 how well the elements effectively target the selected target
market.
Checklist of Report
evidence required

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

Evaluate the effectiveness of the promotional mix for a selected brand

2A.D1
product.

2A.M2 Explain the importance of selecting an appropriate promotional mix for a

3
2021_22 BTEC Assignment Brief
Issue Date: December 2022
Owner: BTEC Assessment
DCL1 Public (Unclassified)
Version 1.0
 selected branded product.

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

2A.P3
selected branded product.

2A.P2 Assess the marketing mix for a selected branded product.

Sources of Books
information to BTEC First Business Student Book, Bentley, P., Carysforth, C.,
support you with Chandler-Corris, L., Glencross, K. and Nield, M. Harlow: Pearson
this Assignment (2013) 978-1-44690-136-6.

BTEC Level 2 Certificate in Business Enterprise Learner Handbook

with ActiveBook; Donaldson, S; Parry, C; Smith, J; Bunn, C; Pearson
(2017) 978-1292196930.

Websites
Online marketing magazine with news and articles.
https://www.campaignlive.co.uk

Other assessment None

materials
attached to this
Assignment Brief

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.
Criterion
To achieve the criteria you must show that you are able to:
reference
1A.1 Describe the importance of branding for a business.

1A.2 Identify elements of the marketing mix for a selected branded product.

1A.3 Identify elements of the promotional mix used for a selected branded product.

4
2021_22 BTEC Assignment Brief
Issue Date: December 2022
Owner: BTEC Assessment
DCL1 Public (Unclassified)
Version 1.0
Notes to the assessor (to be removed before distribution to learners):

Approach to Pearson expects that before the assignment brief is distributed to

teaching and learners they should have already:
learning to
support learners ● attempted formative assessment tasks that replicate important
to ‘get it right elements of the activities to be carried out in this assignment
first time’
● received feedback on how they performed including what they did
well and how they can further improve including both the quality of
their work and the way they went about their work.
It would be most beneficial for learners to explore the individual
elements of the assignments task before attempting to put them all
together in a mock assessment.
This will help learners to do their best first time and reduce the
likelihood of learners needing to do a resubmission.

The scenario The ‘scenario’ can be adapted to any situation that would allow the
learner to carry out research on how two businesses use branding and
the promotional mix.
The assignment provides a realistic vocational context for the learning
aim. It would not be good practice to artificially force this assignment
into a ‘vocational role’ that is either:
a) not realistic to the level of the learner/qualification
b) not directly relevant to the qualification.

The task The task set is holistic and allows the learner to be assessed against
what is a continuum of effectiveness. Therefore, learners should not be
asked to complete separate tasks for each criterion.
Evidence submitted must be produced by the individual learner, and not
as a contribution as part of a team.
Centres are encouraged to adapt the task providing the requirements of
the assessments is maintained and are encouraged to use the
Assignment Checking Service available to centres if they do so.

Evidence For this instance, a report, podcast or presentation with speaker notes
checklist would allow the opportunity for the learner to provide evidence for
learning aim A.
It is important that the evidence provided can be independently
authenticated by both an Internal Verifier (IV) and a Standards Verifier
(SV). It is, therefore, required that there is evidence of the investigation
taking place.
In this instance, there is no requirement for the learner to submit a
Record of Activity, e.g. observation record or witness statement.

5
2021_22 BTEC Assignment Brief
Issue Date: December 2022
Owner: BTEC Assessment
DCL1 Public (Unclassified)
Version 1.0
Sources of Sources of information should directly support the learner to complete
information to the assignment. Sources of information are not intended to form
support you with additional teaching and learning. Centres should ensure that all teaching
this Assignment and learning has been completed before distributing the assignment to
learners.

Other materials This Authorised Assignment Brief does not include any materials to
support learners.
It is expected that learners produce their own evidence. Therefore, the
provision of templates is not appropriate.

Your assessment You will notice that the assessment criteria form a ‘continuum of
decision effectiveness’.
Therefore, when assessing the learners work rather than assessing the
achievement of each criterion separately you should start at the
distinction criteria and work backwards to find the point at which the
learner meets the targeted criteria.

6
2021_22 BTEC Assignment Brief
Issue Date: December 2022
Owner: BTEC Assessment
DCL1 Public (Unclassified)
Version 1.0
Qualification Pearson BTEC First Award in Business (2018)

Component
Unit 4: Promoting a brand
number and title

Learning aim B: Develop and Promoting a Brand for a Business

Assignment title Developing a Brand

Assessor

Issue date

Hand in deadline

Vocational You have been employed as a marketing assistant at a marketing

Scenario or agency. You have been asked by your manager to produce a
Context promotional campaign for a new client.

Task 1 You must to produce a plan for a promotional campaign for a brand
of your choice. The plan will include:
● the promotional objectives
● the elements of the promotional mix to be used
● the promotional methods to be used

You will include in the plan information on how branding methods

and techniques could be used to recommend a brand personality and
a target market for the brand. This section of the plan will include:
● Information about the branded product, it’s features and
benefits
● The brand’s objectives
● Ideas for branding or a logo
● The brand’s target market
● The brand personality
● The branding methods and techniques to be used
Checklist of A promotional plan
evidence required

Criteria covered by this task:

7
2021_22 BTEC Assignment Brief
Issue Date: December 2022
Owner: BTEC Assessment
DCL1 Public (Unclassified)
Version 1.0
Criteria
To achieve the criteria, you must show that you are able to:
reference

Use branding methods and techniques to recommend a brand personality

2B.P4
and a target market for a brand.

2B.P5 Plan a promotional campaign for a brand.

Task 2 You have been asked to attend a meeting to explain to your clients
how the branding methods and techniques were used to recommend
a brand personality and a target market for the brand. He has
therefore as you to prepare some notes or a script for you to use in
the meeting to help you explain this.

Part A
In the first part of your notes, you need to include an explanation of:
● The reasons for selecting the branding methods and
techniques in your plan
● The reasons for the selected target market
● Why the branding methods and techniques used are
appropriate for the target market
● Why the branding methods and techniques would be
successful in creating the brand personality.

Part B
Your client has also asked you to justify the choice of the
promotional mix for the brand and to evaluate the campaign’s
effectiveness, suggesting improvements. You will also need to
include in your notes of script:
● the reasons for selecting the elements of promotional mix you
have recommended in your campaign plan, including the
advantages and disadvantages of each one.
● the elements of your promotional campaign that you think will
be effective and the reasons why
● any elements of your promotional campaign that you think
could be improved, and, if appropriate, provide
recommendations for improvements to the campaign.

Checklist of Notes for a meeting

evidence required

Criteria covered by this task:

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

8
2021_22 BTEC Assignment Brief
Issue Date: December 2022
Owner: BTEC Assessment
DCL1 Public (Unclassified)
Version 1.0
reference

Explain how branding methods and techniques were used to recommend a

2B.M3
brand personality and a target market for a brand.

2B.D2 Evaluate the effectiveness of a promotional campaign for a brand and

recommend improvements.

2B.M4 Justify the choice of promotional mix for a brand.

Sources of Books
information to BTEC First Business Student Book, Bentley, P., Carysforth, C.,
support you with Chandler-Corris, L., Glencross, K. and Nield, M. Harlow: Pearson
this Assignment (2013) 978-1-44690-136-6.

BTEC Level 2 Certificate in Business Enterprise Learner Handbook

with ActiveBook; Donaldson, S; Parry, C; Smith, J; Bunn, C; Pearson
(2017) 978-1292196930.

Websites
The following website will provide help in the use of :

Online marketing magazine with news and articles.

https://www.campaignlive.co.uk

Other assessment None

materials
attached to this
Assignment Brief

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.
Criterion
To achieve the criteria you must show that you are able to:
reference
1B.4 Outline an idea and select a target market for a brand.

1B.5 Outline how a selected business uses the marketing mix.

Notes to the assessor (to be removed before distribution to learners):

Approach to Pearson expects that before the assignment brief is distributed to

teaching and
9
2021_22 BTEC Assignment Brief
Issue Date: December 2022
Owner: BTEC Assessment
DCL1 Public (Unclassified)
Version 1.0
learning to learners they should have already:
support learners
to ‘get it right ● attempted formative assessment tasks that replicate important
first time’ elements of the activities to be carried out in this assignment

● received feedback on how they performed including what they did

well and how they can further improve including both the quality of
their work and the way they went about their work.
It would be most beneficial for learners to explore the individual
elements of the assignments task before attempting to put them all
together in a mock assessment.
This will help learners to do their best first time and reduce the
likelihood of learners needing to do a resubmission.

The scenario The ‘scenario’ can be adapted to any situation that would allow the
learner to produce a promotional campaign to meet the assessment
requirements.
The assignment provides a realistic vocational context for the learning
aim. It would not be good practice to artificially force this assignment
into a ‘vocational role’ that is either:
a) not realistic to the level of the learner/qualification
b) not directly relevant to the qualification.

The task The task set is holistic and allows the learner to be assessed against
what is a continuum of effectiveness. Therefore, learners should not be
asked to complete separate tasks for each criterion.
Evidence submitted must be produced by the individual learner, and not
as a contribution as part of a team.
Centres are encouraged to adapt the task providing the requirements of
the assessments is maintained and are encouraged to use the
Assignment Checking Service available to centres if they do so.

Evidence For this instance, a promotional campaign with ideas illustrating the
checklist brand personality, plus detailed notes for a meeting which justifies the
promotional mix and choices made would allow the opportunity for the
learner to provide evidence for learning aim B.
It is important that the evidence provided can be independently
authenticated by both an Internal Verifier (IV) and a Standards Verifier
(SV). It is, therefore, required that there is evidence of the investigation
taking place.

Sources of Sources of information should directly support the learner to complete

information to the assignment. Sources of information are not intended to form
support you with additional teaching and learning. Centres should ensure that all teaching
this Assignment and learning has been completed before distributing the assignment to
learners.

Other materials This Authorised Assignment Brief does not include any materials to
10
2021_22 BTEC Assignment Brief
Issue Date: December 2022
Owner: BTEC Assessment
DCL1 Public (Unclassified)
Version 1.0
 support learners.
It is expected that learners produce their own evidence. Therefore, the
provision of templates is not appropriate.

Your assessment You will notice that the assessment criteria form a ‘continuum of
decision effectiveness’.
Therefore, when assessing the learners work rather than assessing the
achievement of each criterion separately you should start at the
distinction criteria and work backwards to find the point at which the
learner meets the targeted criteria.

11
2021_22 BTEC Assignment Brief
Issue Date: December 2022
Owner: BTEC Assessment
DCL1 Public (Unclassified)
Version 1.0