UNIT 2: Developing a
Marketing Campaign
Steps to success
Step 1: The Research Stage
Purpose:
This step is designed to develop the research skills that students will need once they are issued
with Part A of the assessment. The activities will help to guide students through the types of
information they will need and what they should be attempting to find out and cover in their 6
sides of A4 notes. The students will also have the opportunity to practise assessing the validity
and reliability of research data.
Resources Required
From the Unit 2 tutor2u resource pack
Instructions
Theory input needed
By the end of this step
• Part A of the tutor2u unit 2 practice assessment
• ‘Ready to Research’ packs for each student
• A3 Research Mats for group work
• ‘Analysing and Assessing Research Data’ resources
• Issue Part A of the tutor2u practice assessment, giving students time to read and highlight any main points
and any information about the context for their marketing campaign
• Use the activities in the ‘Ready to Research’ pack to work with students on developing their research
skills and gaining a detailed understanding of the market. In the live assessment students will conduct this
research independently, but this practice assessment allows for input from teachers to develop methods
and sources of research
• Use the A3 research mats in groups to allow students to summarise key findings from their research
• Work through the ‘Analysing and Assessing Research Data’ activities to give students experience of critically
assessing the usefulness of data they gather, and analysing its importance.
• Purpose and types of market research and sampling
• Students will have gained experience of using, analysing and assessing market research data to assist with
planning a marketing campaign
• Access to computers/devices to carry out research
Other resources/materials
