Business Enterprise & Marketing Key Stage 4

3 Units (1 examined (50% of qualification), 2 internally assessed (25% each):

1.R064 – Enterprise and Marketing Concepts (60 GLH) (First chance at exam in June 2019. Resit opportunities in Jan or June 2020)

  • Assessed by an exam, marked externally
  • 2 attempts at the exam (January and June). The best results will be used
  • Skills of analysis and evaluation will be tested
  • Paper will consist of 2 parts; Part A – multiple choice questions. Part B – short/medium answer questions and extended response analysis and evaluation questions (from LO4)
  • 80 marks

2.R065 – Design a Business Proposal (30 GLH) (Marks to be submitted by 15th May 2020)

  • Should take the form of a written report/PowerPoint presentation
  • Should include; annotated examples of market research, observation records (focus groups), graphs/charts, product design ideas (labelled drawings/computer generated designs, including labels), self/peer assessment, costs and relevant calculations, break-even analysis
  • Marked out of 60

3.R066 – Market and Pitch a Business Proposal (30 GLH) (Marks to be submitted by 15th May 2020)

  • Should take the form of a written report to explain why businesses use branding and to create a brand identity
  • Students should prepare a pitch as well as visual aids and this should be delivered to an external audience
  • The pitch and the overall business proposal/idea should be evaluated

60 marks

Year 10
Half Term
Learning Outcomes/Content
Home Learning/Assessment
11.1: The Need for Customer Segmentation
1.2: Types of Market Segmentation
1.3: The Benefits of Market Segmentation
1.4: The Purpose of Market Research
1.5: Primary Market Research
1.6: Secondary Market Research
1.7: Obtaining Customer Feedback
SIRT Lesson on 1.1 – 1.7
2.1: The Cost of Producing a Good or Service
HL 1
Choose ONE of the following companies:
Write a report to explain the following:
Who are their different customers?
What is important t each customer group?
How does the business meet their customers needs?

HL 2
What types of market segmentation have both airlines considered when setting up their business.
What types of customers would they appeal to and why?
Complete for HL

HL 3
Complete the Market research tasks for Honor Mac’s Toy Storage Box start-up business.

HL 4
Design two short questionnaires of five questions each to collect data on a new cinema that is to open in Stretford.
One questionnaire should be designed to collect quantitative data; the other one should be for qualitative data.
22.2: Revenue
2.4: Profit
2.3: Break-Even
2.4: Break-Even
DIRT Assessment/Lesson on 2.1 – 2.4
DIRT Assessment Peer Assessment and Review
3.1: The Product Lifecycle
3.2: Extending the Life of a Product
3.3: How to Create Product Differentiation
HL 1
Curbing Costs Case Studies questions (1 week to complete)

HL 2
Complete any unfinished Break-Even tasks

HL 3
‘A Mini Success’ (1 week to complete)

HL 4
Research Task on extending the lifecycle of 3 products.

HL 5
Richard Branson Task (2 weeks to complete, hand in January)
33.4 The impact of External Factors on Product Development
SIRT Lesson on 3.1 – 3.4
4.1: Pricing a Product
4.2: Pricing Strategies
4.3: Methods of Advertising
4.4: Sales Promotion Techniques
4.5: Customer Service
DIRT Lesson/Assessment on 4.1 – 4.5
DIRT ASSESSMENT Lesson - Practice Paper on Units 1 -4
5.1: Appropriate Forms of Business Ownership
5.2: Sources of Capital for Business Ownership
5.3: The Importance of a Business Plan
HL 1
Using the Consumer Rights Act 2015, make a PowerPoint titled:
‘How Consumer Law Affects Business Activity’

HL 2
Task 3 – Explanation Activity

HL 3
Task 2 – Advertising Poster Collage

HL 4
Revision for DIRT Assessment (Practice Exam Paper)
45.3: The Importance of a Business Plan
SIRT lesson on 5.1 – 5.3
6.1: The Purpose of the Main Functional Activities
6.1: The Purpose of the Main Functional Activities
6.2: The Main Activities of Functional Areas
6.2: The Main Activities of Functional Areas
DIRT Assessment/Lesson on 6.1 – 6.2
Exam Questions on Units 1 - 6
Revision for exam in June
Year 11
Half Term
Learning ObjectiveContent
1Design a Business Proposal LO1 Be able to identify the customer profile for a business challenge.
Identify potential customers and build a customer profile, i.e. benefits of market segmentation (increased future sales, greater knowledge of the market, ability to target particular groups, prevent losses)
Apply market segmentation, i.e. age, gender, occupation, income, lifestyle
LO2 Be able to complete market research to aid decisions relating to a business challenge
Carry out market research, i.e. select appropriate primary and secondary research methods to complete meaningful research (identify the overall purpose of the research, identify suitable research methods/types, incorporate what businesses need to consider when completing research (customer profile, location, cost, time)
Use appropriate market research tools (physical or digital) for a business challenge, i.e. survey, focus groups, observations, competitor research, interviews, test marketing, government publications, published literature
Use sampling methods, i.e. random, cluster, quota, convenience
Review the results of market research, i.e. collecting the data, methods of presentation (data), analysing the results of data, using the results to develop a proposal
Produce product designs for a business challenge, i.e. why draft product designs are produced
How to produce designs for a business challenge to meet the market need, i.e. relating designs to market findings, relating designs to the business challenge brief, identifying and using creative techniques (E.G. mind map, mood board, SCAMPER model, deliberate creativity)
Review product designs, i.e. gaining feedback (peer assessment, external parties), self-assessment, strengths and weaknesses of design proposals relating to customer profile, the importance of finalising a design after feedback
LO4 Be able to review whether a business proposal is viable
Calculate the costs involved in a business challenge, i.e. cost per unit to make, proposed selling price per unit, profit per unit, total costs, total profit
Apply an adequate pricing strategy, i.e. competitive pricing, psychological pricing, price skimming, price penetration
Review the likely success of a business challenge, i.e. pricing decision, predicted number of sales, predicted sales revenue, predicted profit, use break-even
Identify the challenges when launching a new product, i.e. risks (losing money, overspending a budget, loss of investment), importance of customer demand for the product, importance of copyright and patenting
2Market and Pitch a Business Proposal LO1 Be able to develop a brand identity and promotional plan to target a customer profile
Build a brand identity:
Know what a brand is, i.e. strategy, brand personality, an identity, an image
Know why branding is used, i.e. trust, recognition, image, quality, differentiation, adding value, building customer loyalty
Understand branding methods and techniques, i.e. logo, sounds/jingles, straplines/catchphrases/slogans, celebrity endorsements, characters (animations, animals etc)
Plan brand ideas for a business challenge, i.e. assess the appeal to the customer profile, research other brands (strengths, weaknesses, USPs)
Formulate brand designs for a proposal (relate to research findings for other brands, assess the likelihood of success/failure of different options)
Use promotional objectives, i.e. to raise awareness of your product, to remind, to differentiate, to persuade/inform, to create market presence, to boost market share
Understand methods of promotion, i.e. digital promotion (web pages, social media, SMS, podcasts, blogs/vlogs. Online advertisements), Offline/traditional promotion (flyers, advertisements, events, sponsorship)
Select and justify appropriate promotional methods, i.e. key factors that influence the selection of methods, appeal to customer profile, how different methods complement each other
LO2 Be able to plan a pitch for a proposal
Plan a pitch, i.e. consider your audience (e.g. needs/interests, accessibility of content, convincing them of the likely success)
Establish objectives of the pitch, e.g. to inform, to persuade, keep to time frames, communicate effectively
Consider venue, i.e. convenience, appropriate size, room layout/props, equipment required
Identify appropriate media to deliver a pitch (PowerPoint, handouts, verbal prompts)
Structure of pitch, i.e. introduction, content presented in a logical order, conclusion (memorable closure), use and value of visual aids
Consider personal appearance
Anticipate potential questions and plan responses
3Market and Pitch a Business Proposal LO3 Be able to pitch a proposal to an audience
Use and develop personal and presentation skills to deliver a professional pitch, i.e.
Personal presentation to demonstrate the intended image
Verbal (clarity, tone of voice, voice projection, formal/informal language, persuasiveness
Non-verbal (body language, posture, eye contact, confidence, visual aids, gestures)
Use of notes/cues
Use of appropriate visual aids/media
Self-confidence, enthusiasm, self-belief
Target the needs and desires of the audience
Time management
Rehearse in advance of the pitch
Deliver a practice pitch
Answer questions from the audience
Support peers, i.e. give and respond to constructive peer feedback, establish ideas for further refinement
Review a practice pitch in order to plan for a professional pitch to an external audience
Deliver a professional pitch to an external audience
4Market and Pitch a Business ProposalLO4 Be able to review the strengths and weaknesses of a proposal and pitch
Review a professional pitch to an external audience, i.e.
Feedback from others
Lessons learnt from the practice pitch
Lessons learnt from the professional pitch
Compare the outcomes of the pitch with objectives, i.e.
What went well
What could have been improved
Formal presentation
Visual aids selected
Timing of presentation
Anticipation and preparation of responses to potential questions
Personal Presentation skills, i.e.
Communication skills (verbal and non-verbal)
Ability to answer questions from an audience
Future developments/recommendations for further refinement
Review a business proposal, i.e. the product proposal, the pricing strategy, the brand, the promotional plan, it’s relevance and appeal to the identified customer profile
Review proposal, using a range of sources of evidence, i.e. self-assessment, feedback from others, lessons learnt from practice and professional pitch
Future developments/recommendations for further refinement of a business proposal