Exploring media and image within the hair and beauty sector
Unit summary
The purpose of this unit is to provide the learner with an opportunity to critically engage with an evaluated and broad range of media approaches and how they are used in the hair and beauty sector.
Unit details
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07 Retail and Commercial Enterprise
Task-based controlled assessment
| Learning Outcome |
Assessment Criteria |
| 1. Know the basic principles of marketing. |
a Describe the basic principles of marketing and the marketing mix.
b Summarise how image creation and media are used within the marketing mix.
c Describe the key requirements of a marketing strategy. |
| 2. Understand the use of mass media in marketing. |
a Summarise the different types of mass media and how they influence consumer.
b Explain how different types of information technology are used in marketing campaigns.
c Explain how mass communication methods are used for promotion in the hair and beauty sector. |
| 3. Understand the use of image within the hair and beauty sector. |
a Explain the role and importance of image in the hair and beauty sector.
b Explain how different types of business present themselves to their intended target market. |
| 4. Understand the processes involved with mounting a marketing campaign. |
a Summarise the process of mounting a media-based campaign to promote an image.
b Explain the critical components of a campaign design plan.
c Explain the use of mood boards and story boards in media based campaigns. |
| 5. Be able to develop and implement a marketing campaign. |
a Produce a marketing strategy based on client requirements.
b Evaluate the effectiveness of a range of media approaches judging their relevance and value to the campaign.
c Generate ideas for a physical image to complement a marketing strategy.
d Invite feedback on image and adapt ideas as circumstances change.
e Design and present a launch to an audience.
f Evaluate launch in light of audience feedback and make recommendations for future improvements. |