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91382: Develop a marketing plan for a new or existing product

Updated September 2015. This document has been updated in its entirety to address new issues that have arisen from moderation.

There are some differences between the requirements for a new product (such as one students are developing for 91384, 3.6) and an existing product.

91382 table

At all levels, relevant business knowledge at curriculum level 8 will be used throughout the audit and the plan. Guidance is provided in the Business Studies Teaching and Learning Guide.

For Achieved, the student should explain how and/or why the marketing situation exists, and construct a marketing strategy which is consistent with the marketing objectives and the firm’s mission or corporate objectives.

For Merit, responses should provide richer explanations about each part of the marketing plan.

For Excellence, the student should link aspects of the marketing plan together, and use evidence to justify the use of certain marketing strategies to meet the marketing objectives.Strategies should be evaluated in terms of their impact on the business.

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