Pearson LCCI Level 3 Certifi Cate In Modern Marketing .
L3PearsonLCCI Level 3 Certificatein Modern MarketingPrinciples (ASE20201)SPECIFICATIONFirst teaching from January 2019
Edexcel, BTEC and LCCI qualificationsEdexcel, BTEC and LCCI qualifications are awarded by Pearson, the UK’s largest awarding body offeringacademic and vocational qualifications that are globally recognised and benchmarked. For furtherinformation, please visit our qualifications website at qualifications.pearson.com. Alternatively, you canget in touch with us using the details on our contact us page at qualifications.pearson.com/contactusAbout PearsonPearson is the world's leading learning company, with 35,000 employees in more than 70 countriesworking to help people of all ages to make measurable progress in their lives through learning. We putthe learner at the centre of everything we do, because wherever learning flourishes, so do people. Findout more about how we can help you and your learners at qualifications.pearson.comAcknowledgementsThis specification has been produced by Pearson on the basis of consultation with teachers, examiners,consultants and other interested parties. Pearson would like to thank all those who contributed theirtime and expertise to the specification’s development.References to third party material made in this specification are made in good faith. Pearson does notendorse, approve or accept responsibility for the content of materials, which may be subject to change, orany opinions expressed therein. (Material may include textbooks, journals, magazines and other publicationsand websites.)All information in this specification is correct at time of publication.ISBN 978 1 446 95757 8All the material in this publication is copyright Pearson Education Limited 2018
IntroductionLCCI qualificationsLCCI qualifications are widely regarded by employers as preparing students for keyfunctions of modern international business. Employers, universities and professionalbodies, recognise them across the world.This new and engaging range of qualifications has been developed in collaborationwith professional bodies, employers and customers. To ensure that the qualificationsdevelop the breadth and depth of knowledge, skills and understanding that studentsneed to be effective employees, and that they support progression pathways, we havecarried out an in-depth, independent consultation.There is a wide range of LCCI qualifications available at levels 1 to 4 across thefollowing subject areas: Business English language Financial and quantitative Marketing.This specification is part of the Marketing suite of LCCI qualifications.
Purpose of the specificationThis specification sets out: the objectives of the qualification any other qualification(s) that a student must have completed before takingthe qualification any prior knowledge and skills that a student is required to have before takingthe qualification any other requirements that a student must have satisfied before they will beassessed or before the qualification will be awarded the knowledge, understanding and skills that will be assessed as part ofthe qualification the method of assessment and any associated requirements relating to it the criteria against which a student’s level of attainment will be measured.
RationaleThe Pearson LCCI Level 3 Certificate in Modern Marketing Principles meets thefollowing purposes: to develop students’ knowledge and understanding of the range of marketingactivities, including the aims and objectives of marketing in a business context andhow it interrelates with other business functions in an organisation to give sound knowledge of current trends and changes in marketing practice,brought about by technology and the internet, including the basics ofdigital marketing to apply subject content to real-life marketing scenarios to prepare students to further their career in marketing, including studentsseeking a supervisory role or those seeking a career change to marketing.
Qualification aimThis is a new qualification, which is designed to help students to progress in the worldof marketing. The purpose of the qualification is to allow students to develop the skillsneeded to enable them to develop their understanding of the marketing environmentand to apply their knowledge in the workplace to advance their careers. Thequalification is particularly suitable for students who are already employed in themarketing industry and who are looking to progress their career to the next level, forexample to a mid-level managerial role. The qualification is also suitable for studentsin the general field of business who require detailed marketing knowledge and forstudents who wish to make a career change to marketing.By giving students a sound knowledge of marketing and by introducing them tomarketing strategies and planning, current trends, industry changes and marketing inthe wider business context, this qualification will help them to progress their careersinto middle management.This qualification is suitable for students who: are already in an administrative or entry-level marketing role and who are lookingfor more responsibility in a supervisory or middle-management role are currently in a marketing role such as Marketing Assistant, Marketing Executive,Marketing Coordinator, PR Assistant, PR Executive are looking for a career change to marketing require detailed marketing knowledge in their existing role.This qualification is designed to introduce students to the world of marketing byhelping them to understand the basics of marketing and the various functions thatconstitute marketing. The qualification also introduces students to the basictechniques they need to prepare them in looking for their first marketing job or toprogress in an existing marketing role.
ContentsSpecification at a glance1Knowledge, skills and understanding2ContentDelivery guidanceAssessment21718Assessment summary18Assessment Objectives19Performance descriptors20Entry and assessment information21Student entry21Combinations of entry21Age21Resitting the qualification21Awarding and reporting21Access arrangements, reasonable adjustments and special consideration 22Access arrangements22Reasonable adjustments22Special consideration23Further information23Equality Act 2010 and Pearson equality policy23Candidate malpractice24Staff/centre malpractice24Language of assessment24Total Qualification Time (TQT) and Guided Learning Hours (GLH)25Student recruitment25Prior learning and other ort, training and resources27Appendix 1: Key words typically used in assessment29
Specification at a glanceThe Pearson LCCI Level 3 Certificate in Modern Marketing Principles (ASE20201)consists of one externally-examined paper.Title: Pearson LCCI Level 3 Certificate in Modern Marketing Principles Externally assessed100% of thetotalqualificationOverview of content Understanding marketing The marketing plan Market research, data collection and segmentation Marketing mix Measuring the success of marketing activities Legal and ethical issuesOverview of assessment One written, externally-set and marked paper, contributing 100 per cent of theoverall grade of the qualification. The examination will be 3 hours. There will be two sections. Section A includes short-response questions andtotals 30 marks. Section B includes contextualised questions and extended openresponse questions and totals 70 marks. Students should answer questions. Questions comprise of multiple-choice, short open response and extended openresponse questions. Students will be graded Pass/Merit/Distinction. A result of Fail will be recordedwhere students do not achieve the required marks for a Pass.Pearson LCCI Level 3 Certificate in Modern Marketing Principles (ASE20201)Specification – Issue 1– September 2018 Pearson Education Limited 20181
Knowledge, skills and understandingContentTo prepare students for the final assessment of this qualification, the followingcontent must be covered.1. Understanding marketingSubject contentWhat students need to learn1.1 The nature ofmarketingUnderstand what the elements of marketing activities areand their importance to a business. 1.2 Marketing andthe nature ofbusinessoattracting new customersosatisfying and retaining existing customersocreating an advantage over competitionoidentification of changing trends in the marketoidentification of opportunities in the marketoselecting appropriate parts of the market to alignwith business capabilitiesocreating a strategy and plan to target marketsocreating and maintaining a brand and brand image.Understand that marketing activities may be affected bythe type of business, its aims and objectives, markets andstakeholder interests. 2Marketing activities have a number of elements:Types of business:opublic, private and not for profitodifferent types of business may have different aimsand objectives.Types of market:omass and niche marketsoconsumer and capital goods marketsoBusiness-to-Business (B2B)oBusiness-to-Consumer (B2C).Pearson LCCI Level 3 Certificate in Modern Marketing Principles (ASE20201)Specification – Issue 1 – September 2018 Pearson Education Limited 2018
Subject contentWhat students need to learn 1.3 How and why abusiness marketsinternationallyDifference between customers and consumers:ocustomers purchase goods and servicesoconsumers use the goods and services.Stakeholders of businesses:ointernal stakeholders – managers, directors,departments, employeesoexternal stakeholders – suppliers, distributors,government, local community, pressure groupsoCorporate social responsibility (CSR) and itsimportance in meeting the needs and interests ofstakeholders.Understand how and why marketing can take place ininternational markets and the impact this has onmarketing activity. Reasons for entering international markets –globalisation, potential growth in sales revenue,competition in domestic markets, extension strategiesfor existing products. Factors to consider when selecting an internationalmarket – behavioural and cultural norms, tradition,religion, gender roles and political climate, economicfactors, operational considerations. Methods of entering international markets – exporting,agents, licensing, strategic alliance and joint venture. The importance of ‘glocalisation’ – maintaining a globalimage and brand while adapting goods and services tolocal preferences and tastes.Pearson LCCI Level 3 Certificate in Modern Marketing Principles (ASE20201)Specification – Issue 1– September 2018 Pearson Education Limited 20183
2. The marketing planSubject contentWhat students need to learn2.1 Business andmarketing objectivesUnderstand business objectives and how these impact onmarketing plans, how different elements of the planinterrelate and be able to create elements of a marketingplan in given contexts. Vision statements. Mission statements. Elements of the marketing plan:oanalysis using analytical marketing tools to understandhow the business’ own capabilities fit with theinternal and external marketing environmentostrategy segmenting markets into different types,targeting the most appropriate segments,positioning the business to be the mostattractive option to customer demandoprogramme creating tactics using the elements of themarketing mix to achieve the marketingobjectives. 4Business objectives:omaximise profitability and shareholder returnomaximise return on investment (ROI)omaximise revenue/salesoincrease market shareoimprove reputationoincrease brand awarenessoincrease customer satisfactionobe ethical and socially responsible – corporate socialresponsibility (CSR)oprovide a service to the public.Pearson LCCI Level 3 Certificate in Modern Marketing Principles (ASE20201)Specification – Issue 1 – September 2018 Pearson Education Limited 2018
Subject contentWhat students need to learn 2.2 Analysing theinternal and externalmarketingenvironmentMarketing objectives:osales revenue growthobrand awarenessomarket entryoproduct differentiationoproduct developmentoattracting new customersodevelop relationships with existing customers.SMART toTime-bound.Understand analytical marketing tools, how and why theyare used, how they impact on marketing activities and useof these tools in given contexts. STEEPLE analysis of external factors on organisations:oSocial – demographic changes, behavioural changes,composition of familiesoTechnological – the impact of technology onmanufacturing costs, on the type of goods andservices available, on the promotion of goods andservices and on distribution channelsoEconomic – the impact of inflation, interest ratesand exchange ratesoEnvironmental – the impact of pollution, resourcedepletion, appropriate disposal of waste materials,emissions from transportationoPolitical – the impact of pressure groups, the impactof pressure from government, the impact oflobbying governmentoLegal – laws affecting marketing activity, regulationsaffecting marketing activityPearson LCCI Level 3 Certificate in Modern Marketing Principles (ASE20201)Specification – Issue 1– September 2018 Pearson Education Limited 20185
Subject contentWhat students need to learno SWOT analysis of internal and external factors onorganisations:oStrengths and Weaknesses – an internal analysis –core competencies, production capacity, branding,product portfolio, staff skillsoOpportunities and Threats – an external analysis –market demand, international expansion, changingtechnology, competitor strength. Market mapping – to identify where there are ‘gaps’ inthe market, where there are customer needs that arenot being met. Variables: 6Ethical – the impact of business or corporate socialresponsibility on marketing activity, the need formarketing to emphasise ethical behaviour,membership of ethical associations such ign.Competitor analysis – an assessment of the strengthsand weaknesses of competitors, helping to identifyopportunities for your own business.Pearson LCCI Level 3 Certificate in Modern Marketing Principles (ASE20201)Specification – Issue 1 – September 2018 Pearson Education Limited 2018
3. Market research, data collection and segmentationSubject contentWhat students need to learn3.1 Conductingmarket researchUnderstand the purpose of market research, the maintypes of data that are collected, the different methods ofcollecting research data, and the advantages anddisadvantages of each. Using market research to identify:omarket size, structure and trendsocompetitors and their activitiesopossible market segmentsopossible gaps in the marketochanges over time (continuous research).Quantitative data – factors to consider:omeasurabilityosubjectivityoanalysis using statistical techniquesorepresentatives in graphs and chartsosize of data setoease of understandingousefulness of dataobias in data captureocost (fees, recruitment, incentives offered,transcription).Primary sources:osurveys and questionnaires (face-to-face,online, postal)ointerviewsofocus groupsoomnibus studiesodirect observation, visits and mystery shoppingosocial media platforms.Pearson LCCI Level 3 Certificate in Modern Marketing Principles (ASE20201)Specification – Issue 1– September 2018 Pearson Education Limited 20187
Subject contentWhat students need to learn 3.2 Samplingtechniquesonewspapers and journalsogovernment reportsoofficial statisticsocompany accounts and reportsoprofessional bodiesoindustry, sector and market reportsodata companies.Understand how and why different sampling techniquesare used, and the advantages and disadvantages of each. 8Secondary sources:Random sampling – each individual chosen entirely bychance – factors to consider:oease of useobias of dataoknowledge of study groupoerrors in dataospread of data units.Stratified sampling-sample is made up of different‘layers’ of population – factors to consider:osample selection biasorepresentation of different parts of the populationoease of classification of sub-groups.Quota sampling-sample group represents certaincharacteristics of the population chosen by theresearcher – factors to consider:oequal representation of different parts of thepopulationocomparison between groups of dataosampling biasoease of classification of sub-groups.Pearson LCCI Level 3 Certificate in Modern Marketing Principles (ASE20201)Specification – Issue 1 – September 2018 Pearson Education Limited 2018
Subject contentWhat students need to learn3.3 Segmenting themarketUnderstand how and why market segmentation andcustomer profiling are used to meet the needs and wantsof different customer/consumer groups Segmenting the market and creating customer profilesaccording to different customer/consumer groups:odemographic age gender nationality marital status educationogeographic location proximity to point of saleopsychographic personality traits attitudes interests lifestyle valuesobehavioural creditworthiness purchase history buying behaviour. Adapting market activities according to the differentsegments identified.Pearson LCCI Level 3 Certificate in Modern Marketing Principles (ASE20201)Specification – Issue 1– September 2018 Pearson Education Limited 20189
4. Marketing mixSubject contentWhat students need to learn4.1 The marketingmixUnderstand how and why the marketing mix is used, theinterrelationship between the elements and be able toapply the marketing mix to given contexts. The 7Ps – a set of actions that a business uses topromote its brand or product in the market. The 7Cs – a method of understanding the 7Ps from acustomer’s point of view. The 4Ps/4Cs of product, price, place and promotionhave been extended in modern marketing to the7Ps/7Cs to account for the marketing of services. Product-Customer Value:ocore product – the level of product that provides theperceived real core benefit to customers/consumersoactual product – the core product plus theadditional physical features and characteristicsoffered by the business: quality and durability design and styling branding and image packagingoaugmented product – the actual product plusadditional support elements offered by thebusiness: warranty delivery customer service installation after-sales supportothe product life cycle and how it affects perceptionsof customer value: introduction (including developments) growth maturity decline10Pearson LCCI Level 3 Certificate in Modern Marketing Principles (ASE20201)Specification – Issue 1 – September 2018 Pearson Education Limited 2018
Subject contentWhat students need to learn oreasons for maintaining a portfolio of productsobrand extension versus multi-brandingothe importance of product differentiationothe importance of product modification to keep upwith changing trends in the market.Price – cost:orelationship between cost, price and perceived valueoprice elasticity of demand and its impact onpricing decisionsounderstand the reason for choosing different pricingstrategies penetration pricing price skimming competitor-based pricing cost-plus pricing premium pricing psychological pricing. Place – convenience:oB2C business distribution channels producer agent/broker wholesaler retailer consumeroB2B business distribution channels producer agents industrial distributor industrial buyerofactors to consider when choosing place – proximityto market, costs, competitor presence, impact onbrand image, needs and types of customers, typesof productPearson LCCI Level 3 Certificate in Modern Marketing Principles (ASE20201)Specification – Issue 1– September 2018 Pearson Education Limited 201811
Subject contentWhat students need to learno Promotion – communication:othe concept of multichannel marketing as activitiesthat are carried out over a range of traditionaland/or digital channelsocustomising marketing campaigns to fit differentchannels by using different promotional contentop
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