As Applied Business Unit 2 Coursework Meaning

This is an extract of the full specification, which you can download from this page.

In this unit, you will look at how promotional activities, such as advertising and personal selling, are carried out by profit and not-for-profit businesses. You will investigate how businesses combine promotional activities into a promotional mix and how this choice is vital to the success of a promotion campaign.

You will consider how promotional activities are designed to alter customer attitudes, and you will investigate how the cost of promotional activities affects the final choice of promotional mix.

In your portfolio work for this unit, you could use one of the businesses that you investigated in Unit 1 Investigating Business, Unit 6 Developing a Product or Unit 9 Marketing Strategy.

This unit gives you the opportunity to develop your understanding from Unit 1 Investigating Business, Unit 4 Meeting Customer Needs, Unit 6 Developing a Product and Unit 9 Marketing Strategy.

How you will be assessed

You need to produce a plan of a promotion campaign, working within an allocated budget, for a new or existing business, which:

A Explains the main objectives of the promotion campaign, the range of promotional activities available to the business and the characteristics of the targeted customers.

B Explains how the campaign's promotional mix and timings and costs of promotional activities are designed to achieve the campaign's objectives.

C Analyses the findings of appropriate research to develop a campaign plan capable of meeting its objectives:

  • customer attitudes
  • the AIDA model
  • available business resources.

D Evaluates the suitability of the campaign's promotional mix, based on an assessment of:

  • the ability of the campaign to achieve its objectives
  • customer attitudes
  • the cost of the promotional activities compared with available resources.

Promotional Activities

You need to know, understand and be able to demonstrate the range of promotional activities available to businesses:

  • sales promotion
  • merchandising
  • personal selling
  • exhibitions
  • advertising
  • public relations.

How business uses promotional activities to communicate the benefits of their products to their targeted customers. The communication media used by promotional activities, including:

  • print, eg direct mail, brochures and magazines
  • ICT, eg television, email and websites
  • displays, eg window displays, demonstrations and store layout.

How businesses research the cost of promotional activities, such as media, design and staff costs.

The need for businesses to consider the resources and expertise available within the business when deciding whether the design and/or delivery of a promotional activity will be carried out by the business or by outside agencies.

Business Strategy

How business and marketing strategies set the objectives of promotional activities. The importance of ensuring that promotional activities reinforce overall business and marketing aims.

How promotional activities can relate to the whole business, product ranges or single products.

How promotional activities must have clearly defined objectives, such as:

  • improving customer awareness and knowledge of a product
  • improving the image of the business
  • generating or increasing sales
  • improving customer loyalty to a product or business
  • altering customer perceptions of a product.

Budgets and Campaign Plans

How promotional activities are constrained by the budget allocated to this aspect of a marketing strategy.

The importance of planning promotion campaigns, setting out the method, timing and cost of a set of promotional activities designed to achieve particular objectives.

Researching and Analysing Customer Attitudes

How businesses collect data on customer attitudes through market research (defined in Unit 1), including the use of consumer panels to test the likely success of promotional activities. How the collected data can be analysed to provide useful information by processing data according to the characteristics of customers (eg age, location and income).

Promotional Mix

How customer attitudes determine the choice of promotional activities.

How businesses combine promotional activities into a consistent promotional mix designed to achieve the objectives of promotion campaigns, taking into account allocated budgets, time spans and customer attitudes.

How a promotional mix is designed to alter customer attitudes. The use of the AIDA model to understand the steps that need to be taken when altering customer attitudes:

  • Attention – raising product awareness and knowledge
  • Interest – establishing a willingness to investigate the purchase of products
  • Desire – creating an intention to purchase a product
  • Action – turning an intention to purchase into a confirmed sale.

How the choice of promotional activities within a promotional mix is partly determined by the AIDA model, eg the use of advertising for attention and interest; the use of merchandising to convert interest in a product into desire and action.

Recommending a Promotional Mix

How assessing the relative costs of promotional activities affects the final choice of the promotional mix. How the choice of promotional mix for a promotion campaign depends on the following factors:

  • business and marketing aims and objectives
  • the objectives of the promotion campaign
  • customer attitudes
  • the budget allocated to the promotion campaign.

The assessment criteria for Unit 10 can be found in the specification.

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Applied Business (8610)

Codes and references

Qualification typeAS and A-level
Specification titleApplied Business
Specification code8610
Certification code8611 AS Single
8613 AS Double
8616 A2 Single
8617 AS (Additional) /A2
8619 A2 Double
QAN codes10047712
10047736
10047724
50036737
10047748
skip to content

Applied Business (8610)

Codes and references

Qualification typeAS and A-level
Specification titleApplied Business
Specification code8610
Certification code8611 AS Single
8613 AS Double
8616 A2 Single
8617 AS (Additional) /A2
8619 A2 Double
QAN codes10047712
10047736
10047724
50036737
10047748

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