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Pearson BTEC Level 3 · Extended Diploma in Business

Unit 2: Developing a Marketing Campaign

Design data-driven marketing campaigns that connect brands with audiences through creative strategy and measurable objectives.

Unit Explanation

What is Unit 2 — Developing a Marketing Campaign?

The Developing a Marketing Campaign (Unit 2) unit develops practical skills in market research, campaign planning, and promotional execution aligned with business goals.

Learners interpret customer insights, set SMART objectives, and select appropriate elements of the marketing mix to deliver cohesive campaign proposals.

Assessment typically culminates in a timed task simulating agency or in-house marketing team conditions—making this one of the most applied units on the programme.

Core Strategic Value

  • •Campaign Architecture: Build end-to-end plans from brief interpretation to budgeted media schedules.
  • •Customer Insight: Use segmentation, targeting, and positioning to reach defined audiences effectively.
  • •Creative Execution: Develop messaging, visuals, and channels that align with brand identity and KPIs.
Granular Curriculum

What You Will Study

This unit develops practical, industry-aligned competencies across 4 core learning modules:

1. Marketing Principles & Research Foundations

Review core concepts: product, price, place, promotion, people, process, physical evidence

Conduct primary and secondary research to identify market opportunities

Analyse competitor campaigns and industry promotional trends

Define target audience profiles using demographic and psychographic data

2. Campaign Objectives & Strategic Planning

Translate business aims into measurable marketing objectives

Develop campaign timelines, budgets, and resource allocation plans

Select appropriate promotional methods for B2B and B2C contexts

Align campaigns with brand positioning and legal advertising standards

3. Creative Development & Channel Selection

Draft campaign messages, slogans, and visual concepts

Evaluate digital, print, experiential, and social media channel effectiveness

Integrate above-the-line and below-the-line promotional tactics

Prepare mock creative assets and stakeholder approval documentation

4. Timed Campaign Pitch & Evaluation

Respond to a supervised brief under examination conditions

Present campaign plans with justification of strategic choices

Forecast outcomes using reach, engagement, and conversion metrics

Critically evaluate campaign risks, ethics, and success measures

ASSESSMENT METRICS

Structure & Parameters

Official UnitUnit 2 — Marketing Campaign
QualificationBTEC Level 3 Extended Diploma in Business
Assessment TypeExternal Supervised Task
Task WindowPearson Set Assignment (Timed)
GradingPass / Merit / Distinction
Key DeliverableCampaign Plan & Pitch
PrerequisitesUnit 1 Recommended
Supervised Task PreparationPractice interpreting briefs quickly, structuring campaign documents, and defending channel choices with evidence before the external assessment window opens.
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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.

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