Pearson BTEC International Level 2 Award, Certificate, Extended Certificate, Diploma

June 2024 – Version 1

Recommended time 15 hours Paper
reference 60411P
Business
UNIT 4: The Marketing Plan
Pearson Set Assignment Brief
Single Part Assessment

For use with:

Pearson BTEC International Level 2 qualifications in Business

W80998A
©2024 Pearson Education Ltd.
1/1/1 Continue
 Instructions to Teachers and Tutors
The Pearson Set Assignment will be assessed internally by the centre using the unit
assessment criteria detailed in the qualification specification. The assignment will
be sampled by the Standards Verifier as part of the standards verification annual
centre visit.

Conditions of supervision
The Pearson Set Assignment should be undertaken in conditions that assure the
authenticity of outcome. This may require supervision.
We advise that the Pearson Set Assignment be completed in sessions that come to a
total of 15 hours. The Pearson Set Assignment should not be shared with learners prior
to the start of the assessment period. Teachers/tutors are responsible for security of the
Pearson Set Assignment and materials.

Outcomes for submission

Learners must complete this Set Assignment on a computer using appropriate software.
Learners must save their work regularly and ensure that all materials can be identified as
their work.
Learners must submit their own, independent work as detailed in the Set Assignment.
Each learner must complete an authentication sheet.
It is important that the evidence provided can be independently authenticated by a
Standards Verifier. It is required that there is evidence of research taking place.

W80998A 2

Continue
 Instructions to Learners
Read the Set Assignment Information carefully.
You will be asked to carry out specific activities using the information provided. You will
be given a specific time period to complete the assignment.
At all times you must work independently and must not share your work with other
learners. You must complete an authentication sheet and submit this along with
your work. This document contains the information you need to prepare for the
Set Assignment.

W80998A 3

Continue
 Set Assignment Information
Scenario
The Business: Planet Fun
Planet Fun is a theme park to entertain members of the public.
Planet Fun has a number of different attractions that are run by different operators.
These include:
• a gym
• a diving centre
• a swimming pool
• a cinema
• a climbing wall.
Currently, Planet Fun allows customers to book tickets for each attraction individually
through the operators of the different attractions. There are also five restaurants, two
coffee shops and an amusement arcade.
Planet Fun wants to start selling one-day passes that give customers access to all the
attractions, including a meal in one of the restaurants for each pass. The plan is to sell
passes face to face on-site. Passes will also be available online for a discounted price.
Planet Fun has also created an area called the Cold Zone.
The Cold Zone has:
• an ice rink
• an indoor ski slope
• an ice cream parlour.
The owners of Planet Fun need to produce a marketing plan.
The plan is to:
• attract more families to Planet Fun
• increase the numbers attending the theme park
• launch the new Cold Zone
• start selling one-day passes.
You have been asked to produce a marketing plan for Planet Fun. The budget for the
plan is $25 000. The marketing plan needs to be completed in the next six months.

W80998A 4

Continue
 Set Assignment
You must complete ALL activities.

Activity 1
Create a presentation for the managers at Planet Fun. The presentation must have three
sections on:
• marketing concepts
• advantages and disadvantages of promotional methods
• the promotional mix and marketing mix of an organisation.
Section 1: Marketing concepts
Explain the marketing concepts to the managers at Planet Fun. You must include:
• definitions of marketing and marketing objectives
• suitable marketing objectives for Planet Fun
• examples of primary research methods that could be used by Planet Fun
• examples of secondary research methods that could be used by Planet Fun
• the steps in the ‘buyer decision-making process’
• unique selling points (USPs) for Planet Fun
• segmentation and targeting customers.
Section 2: Advantages and disadvantages of promotional methods
Advantages and disadvantages of each of the promotional methods listed:
• print
• broadcast
• social media promotions
• discounts
• sponsorship.
Justify promotional methods that will be suitable for Planet Fun.

W80998A 5

Continue
 Section 3: The promotions and marketing mix of an organisation
Research one organisation’s promotions and marketing mix.
The activities must include:
• promotional methods
• the marketing mix currently used by the organisation’s for one of its products.
Based upon the research, include a section in your presentation that reviews the
organisation’s promotional activity. The presentation should include:
• reasons why the promotional activities were a success
• reasons why any promotional activities were less successful
• how the promotional activities might inform what Planet Fun does in its promotion
• any elements used by the researched organisation that are successful but would not
be applicable for Planet Fun
• reasons why the marketing mix is a success or not for the organisation
• a supported conclusion on whether the promotions and marketing mix are
a success.
This activity covers learning aim A.
A.P1, A.P2, A.M1, A.D1

W80998A 6

Continue
 Activity 2
Planet Fun wants to:
• attract more families to Planet Fun
• increase the numbers attending the theme park
• launch the new Cold Zone
• start selling one-day passes.
Planet Fun has provided you with market research.
This is provided in Figures 1 to 3 for primary research and Figure 4 shows secondary
research findings. Use this to inform your market research summary.
Planet Fun wants you to use the following headings to produce a marketing plan.
• Market definition.
• Opportunity to be exploited.
• Marketing objectives.
• Marketing message and its purpose.
• Market research summary – use Figures 1 to 4.
• Branding.
• Marketing mix.
• Selection of appropriate media.
• Allocation of the $25 000 budget.
• Timelines for the six-month marketing plan.
You must also include:
• the criteria that you will use to justify the marketing plan
• a justification of your marketing plan
• branding you have used in your marketing plan
• why branding is so important to Planet Fun
• a supported conclusion on the importance of branding in your marketing plan.
This activity covers learning aim B.

B.P3, B.P4, B.P5, B.M2, B.D2

W80998A 7

Continue
 Primary research results
Planet Fun has conducted a questionnaire. 200 people responded to the questionnaire.
Figures 1 to 3 are the results for three of the questions asked.
Customers were asked how likely they were to use each new attraction. Where 1 means
not at all likely, and 5 means highly likely. The average score for each attraction is given
below in Figure 1.

Ice Cream Parlour

Indoor ski slope

Ice rink

0 1 2 3 4 5

Figure 1

Average rating of each new attraction

Figure 2 shows preferred types of channels respondents watch regularly.

70

60

50

40
%
30

20

10

0
Sport Music Film Documentaries Animation

Figure 2

Preferred types of channels respondents watch regularly

W80998A 8

Continue
 Figure 3 shows the number of minutes per week that respondents use social media.

1 to 60
301+ 12%
20%

61–120
7%

121–180
13%

241–300
26%
181–240
22%

Figure 3

Number of minutes using social media per week

W80998A 9

Continue
 Secondary research results
Figure 4 is a PEST analysis produced by Planet Fun.

Political The tax on leisure activities has been reduced by 10%.

Economic Unemployment has fallen to its lowest level in 10 years in the city.

Social People are increasingly attending the gym.

Technology Many gyms now use technology to allow customers to sign in without
having to talk to a receptionist.

Figure 4

PEST analysis

W80998A 10

Continue
 Assessment criteria

Learning aim A: Explore different marketing and promotional concepts

A.P1 Explain how different marketing concepts affect a given business.

A.P2 Identify advantages and disadvantages of a range of different types of promotion.
A.M1 Justify types of promotion and the marketing mix to be used for the given business.
A.D1 Evaluate the success of the promotions and marketing mix used by a business.

Learning aim B: Develop a plan for the marketing of a new product

B.P3 Produce a marketing plan for a given business that is appropriate to the target market.
B.P4 Create a brand identity for a given product.
B.P5 List the criteria used to judge the success of a marketing plan.
B.M2 Justify the marketing plan.
B.D2 Evaluate the importance of branding to your marketing plan.

Key
P = Pass
M = Merit
D = Distinction

W80998A 11