Unit 2: Marketing Essentials
Plan and deliver a marketing campaign project applying segmentation, branding, and promotional mix fundamentals.
What is Unit 2 — Marketing Essentials?
The Marketing Essentials (Unit 2) unit develops core marketing literacy through a hands-on Marketing Campaign Project.
Learners research customers, define value propositions, and design integrated promotional plans for a chosen product or service.
This module builds skills essential for digital marketing, sales, and brand management careers.
Core Strategic Value
- •Customer Insight: Profile segments and buying behaviour accurately.
- •Campaign Design: Build objectives, creatives, and channel plans.
- •Evaluation: Measure campaign performance against KPIs.
What You Will Study
This unit develops practical, industry-aligned competencies across 4 core learning modules:
1. Marketing Principles & Environment
Review marketing concepts and the extended marketing mix
Analyse micro and macro marketing environments
Evaluate competitor positioning and differentiation
Understand consumer and B2B buying behaviour
2. Segmentation, Targeting & Positioning
Segment markets using demographic and behavioural data
Select target segments with justification
Develop positioning statements and brand messages
Align product features with customer needs
3. Campaign Planning & Creative Execution
Set SMART campaign objectives and budgets
Design advertisements, social content, and sales promotions
Schedule activities across digital and traditional channels
Ensure legal and ethical advertising compliance
4. Marketing Campaign Project Delivery
Submit campaign plan with timeline and media schedule
Present creative mock-ups and implementation rationale
Evaluate results using reach, engagement, and conversion data
Recommend improvements for future campaigns
Structure & Parameters
Assessment Policies & Logistics
Submission Windows
Internal and external assessment deadlines follow Pearson BTEC session calendars. Confirm key dates with ICT Business School at enrollment.
Academic Integrity
All coursework and exam submissions must meet Pearson authenticity standards. Plagiarism checks and verification apply to every unit.
Learner Support
Access tutor feedback, assignment briefings, and resubmission guidance through our structured BTEC support pathway at ICT Business School.
Need Assignment Briefs or Fee Information?
Our academic advisors can guide you through unit enrollment, portfolio requirements, and Pearson assessment preparation.