MARKETING FOR MANAGERS | OTHM Level 5 OTHM Level 5 Diploma in Business Management Assignment Briefs Qualification Number: 610/1527/1| JUNE 2024 TABLE OF CONTENTS Assessment guidance for criterion referenced marking. The assessment grading criteria characterises the level of complexity and demand expected of students at each level of qualification. Please note that these are generic descriptors which apply mainly, though not exclusively, to written academic work.
Any further unit-specific assessment criteria, such as number of words, should be clearly stated in each individual assignment brief.
Result.
Level 3
Level 4
Level 5
Level 6
Level 7
Pass
Detailed answers to all parts of the questions or tasks.
Clearly structured and focused, demonstrating overall coherence and in- depth understanding of the unit content and assessment requirements.
Evidence of the use of independently sourced material, well applied in all contexts.
Very few errors in grammar as appropriate.
Detailed response to all relevant parts of the questions or tasks, with evidence of clear understanding of the issues.
Well-structured with evidence of independent reading supporting the argument.
Clear evidence of a range of independently sourced material, well applied in all contexts.
Very few errors in referencing or grammar or syntax as appropriate.
Very full, independent response to the assignment, applying relevant material well beyond any module input, demonstrating independent study.
Excellent understanding and application of relevant theory, concepts and models. Very clear logical structure.
Very few errors in referencing or grammar or syntax as appropriate.
Excellent links between relevant ideas, theories and practice.
Evidence of independent learning and the ability to engage critically and analytically with a wide range of contextually relevant resource material.
Demonstration of original insights supported by well- structured overall argument.
Very few errors in referencing or grammar or syntax as appropriate.
The work demonstrates engagement in an academic debate which presents clear evidence of a considered understanding of the topics studied.
There is evidence of clear synthesis of theoretical issues and practice.
A critical analysis of theoretical models and/or practical applications has resulted in originality.
Very few errors in referencing or grammar
or syntax as appropriate.
Result.
Level 3
Level 4
Level 5
Level 6
Level 7
Refer
Little attempt to engage with assignment brief.
Learning outcomes not fully met.
Inadequate demonstration of knowledge or understanding of key concepts, theories or practice.
Little attempt to engage with assignment brief.
Learning outcomes not fully met.
Inadequate demonstration of knowledge or understanding of key concepts, theories or practice.
Little attempt to engage with assignment brief.
Learning outcomes not fully met.
Inadequate demonstration of knowledge or understanding of key concepts, theories or practice.
Little attempt to engage with assignment brief.
Learning outcomes not fully met.
Inadequate demonstration of knowledge or understanding of key concepts, theories or practice.
Whilst some of the characteristics of a pass have been demonstrated, the work does not address each of the outcomes for the specified assessment task.
The work may be an overly descriptive account demonstrating minimal interpretation, and there is very limited evidence of analysis, synthesis or evaluation.
No counterarguments or alternative frames of
reference are generated or considered.
Qualification Structure The OTHM Level 5 Diploma in Business Management qualification consists of 6 mandatory units, 120 credits, 1200 hours Total Qualification Time (TQT) and the recommended Guided Learning Hours (GLH) for this qualification is a minimum of 600 hours.
All units are mandatory.
Unit Ref. No.
Unit title
Level
Credit
GLH
TQT
F/650/1150
Principals and Concepts of Strategy
5
20
100
200
H/650/1151
The Management of Human Resources
5
20
100
200
J/650/1152
Marketing for Managers
5
20
100
200
K/650/1153
Business Law for Managers
5
20
100
200
L/650/1154
Management Accounting and Decision Making
5
20
100
200
M/650/1155
Business Start-up; Conception to Market
5
20
100
200
Centre Assessment Guidance Centre’s are advised to follow the assessment guidance and methods set out by OTHM qualifications within the specification and this document, if a centre wishes to devise their assessment methods then this first must be provided to OTHM Qualifications, prior to implementation.
The Assessor should decide when the learner is suitably prepared to undertake the assessment and issue the Assignment. Once learners have been issued with an assignment, it is essential they work independently to produce and prepare their evidence for assessment.
Before commencing an assessment, the Assessor should take care to ensure each learner understands:
the assessment requirements
the nature of the evidence they need to produce
the importance of time management and meeting deadlines
the importance of submitting authentic work
It is important that centres develop an effective delivery method to teaching and learning that supports the progression and stretch of learners through the level 4 and 5 units of the OTHM Level 5 Diploma qualifications.
Assessing Unit Content Assessors are expected to assess evidence submitted by learners to determine that the work is suitable in meeting the assessment criteria and provide learners with appropriate feedback.
Centre assessors mark the assignments against the predefined learning outcomes and assessment criteria in the specification.
To achieve this unit, learners must achieve the learning outcomes and meet the standards specified by all assessment criteria for the unit.
For the unit Management Accounting and Decision Making, learners will need to be supplied with a range of financial statements / accounts for a business. These can be downloaded by the tutor from the Internet. Assessment Tracking and Recording Learner Progress
It is necessary to track and record learner achievement throughout the delivery period of the OTHM Level 5 Diploma and this should not be left until the end of the course.
This will include regular review of learner work through formative and summative assessment and internal quality assurance at planned intervals during the programme:
before decisions have been made on any unit
sampling evidence once one or two of the units or assignments are completed
Tracking learner progress, recording the achievement of each learner per criteria on a unit- by-unit basis ensures:
the assessment evidence is clearly measured against national standards
learner progress is accurately tracked
the assessment process can be reliably verified
evidence is valid, authentic and reliable for the safety of certification
identification of which assessments are outstanding
internal verification is timely
samples for standards verification and other external audits can be made available as required
up to date, securely stored assessment records help to minimise the risk of assessment malpractice and potential issues; maintaining the integrity of the qualification.
Tutors/Assessors should provide learners with formative and summative feedback to aid development during their studies.
Formative Assessment
Summative Assessment
used during the learning process
used at the end of the learning process
provides feedback on learning-in-process
evaluates achievement against learning outcomes and assessment criteria
dialogue-based, ungraded
graded Pass / Refer
Assessor Authentication Every member of staff involved in the internal verification of controlled assessment must ensure that each piece of assessed work can be authenticated with confidence as being the work of the learner who submits it. The assessor and IQA must sign a declaration after the work has been completed confirming that the work was completed under the required conditions.
Learner Task Guidance The assessment for this qualification comprises assignment based tasks, to be completed at the end of the period of learning.
The tasks will cover all learning outcomes and assessment criteria within the unit. The tasks are necessary to map and claim knowledge and competence.
You are expected to include citations and references in your academic work and you should follow the Harvard referencing style.
You must use relevant academic and reliable sources.
The Indicative Content in the specification is not prescriptive or exhaustive but is intended to provide helpful guidance to teachers and learners, with the key areas that will be covered within the unit and relating to the kinds of evidence that should be provided for each assessment objective specific to the unit learning outcomes
Learners are expected to adhere to the word count, provided as a range within the question text. A 10% leeway either side of this range is permitted before the assessor is instructed to stop reading any further.
There is no formal time limit for the completion of the tasks, besides that of the validity of assessment materials.
Learners will be required to sign a statement of authenticity, confirming all evidence provided is their own.
As well as the content your tutor/assessor will be scrutinising the following aspects:
Plagiarism and collusion
Critical writing, style
Sentence structure
Grammar, punctuation
Argument, setting out
Presentation of findings and conclusion
Referencing and citation
The tasks are marked by an Internal Assessor and verified.
Learners who fail to achieve the required Pass mark are permitted to re-sit after having sufficient teaching and additional study time.
MARKETING FOR MANAGERS Unit Reference Number
J/650/1152
Unit Title
Marketing for Managers
Unit Level
5
Number of Credits
20
Total Qualification Time (TQT)
200 hours
Guided Learning Hours (GLH)
100 hours
Mandatory / Optional
Mandatory
Task Grading Type
Pass / Refer
Unit Aims The aim of this unit is to provide learners with a detailed understanding of the marketing planning process and to apply these principles to a variety of business contexts. The unit also provides a comprehensive understanding of environmental analysis and how this can lead to the development of appropriate objectives and strategies to enhance operational marketing performance.
Learning Outcomes and Assessment Criteria
Learning Outcome – The learner will:
Assessment Criterion – The learner can:
- Understand the context and concept of marketing.
1.1 Explain what is meant by the term ‘marketing.’
1.2 Explain different marketing eras.
1.3 Compare ways in which a business can determine its marketplace.
1.4 Discuss the concept of buyer behaviour in consumer and business markets.
- Understand the functions of marketing.
2.1 Explain key operational functions of marketing.
2.2 Explain key strategic functions of marketing.
2.3 Discuss the relationship between business strategy and marketing.
- Understand how internal and external factors impact the marketing function.
3.1 Compare the internal factors which affect marketing.
3.2 Compare the external factors which affect marketing.
- Understand how a business uses its marketing function.
4.1 Discuss techniques to measure the effectiveness of a business’s marketing function.
4.2 Suggest ways in which a business could improve the effectiveness of its marketing function.
Unit Title Marketing for Managers
Task 1 of 3
Unit Learning Outcomes
Assessment Criteria
LO 1 Understand the context and concept of marketing.
1.1, 1.2, 1.3, 1.4
LO 2 Understand the functions of marketing.
2.1
Assignment Brief and Guidance
You are employed as an intern in a large multi-national company.
As part of your internship you are spending time in each of the business’s key operational functions.
You have been given an experienced marketing manager as a mentor who will help you to develop your understanding of the marketing function by setting you a series of tasks.
To demonstrate you have sufficient fundamental knowledge to be able to work in the marketing department, your mentor requires you to produce an essay which considers the following:
the term ‘marketing’ different marketing eras. ways in which a business can determine its marketplace. the concept of buyer behaviour in consumer and business markets. key operational functions of a marketing department. Delivery and Submission
The submission is in the form of an essay written in Word format.
The recommended word limit is 1000 words excluding diagrams, references, and appendices.
Referencing
You are expected to use relevant academic and reliable sources, and clearly reference these in your work.
References should be added to the text and placed at the end in a references list, using Harvard Referencing style.
You should complete a bibliography to support all evidence.
Unit Title Marketing for Managers
Task 2 of 3
Unit Learning Outcome
Assessment Criteria
LO 2 Understand the functions of marketing.
2.2, 2.3
LO 3 Know how internal and external factors impact the marketing function.
3.1, 3.2
Assignment Brief and Guidance
Your mentor has asked you to review the functions of the marketing department and the factors that may impact the department.
You are to produce a report which considers the following.
the key strategic functions of the marketing department.
the relationship between the business’s marketing department and the business’s strategy. the internal and external factors which affect the management of the business’s marketing department. Delivery and Submission
The submission is in the form of a report written in Word format.
The recommended word limit is 1250 words excluding diagrams, references, and appendices.
Referencing
You are expected to use relevant academic and reliable sources, and clearly reference these in your work.
References should be added to the text and placed at the end in a references list, using Harvard Referencing style.
You should complete a bibliography to support all evidence.
Unit Title Marketing for Managers
Task 3 of 3
Unit Learning Outcome
Assessment Criteria
LO 4 Understand how a business uses its marketing function.
4.1 4.2
Assignment Brief and Guidance
Now that you have successfully completed the first two tasks, your mentor requires you to use the knowledge you have gained during your time working in the marketing department to make justified suggestions for how the business could improve the effectiveness of its marketing function.
Your mentor has arranged for you to deliver a presentation to the Board of Directors at their next monthly meeting.
You are required to prepare a presentation in which you consider
discussing techniques to measure the effectiveness of a business’s marketing function. ways in which a business could improve the effectiveness of its marketing function. Delivery and Submission
The submission is in the form of a 10-minute presentation equivalent to 850 words and must be in a recognised presentation format.
Enhance your presentation with visual aids if you wish to.
Referencing
You are expected to use relevant academic and reliable sources, and clearly reference these in your work.
References should be added to the text and placed at the end in a references list, using Harvard Referencing style.
