BTEC International Level 3 Marketing

Unit 2: Investigating Customer Communications — assessment criteria

BTEC International Level 3 Unit 2 (Investigating Customer Communications) — 60 Guided Learning Hours.

Internal / Optional60 GLH11 criteria

Assessment criteria

Reproduced verbatim from the Pearson specification — the same grid the assignment brief carries. A unit grade is the highest band where all criteria in that band (and every band below it) are met.

Pass

6 criteria

A.P1Explain different types and methods of customer segmentation.

A.P2Explain different methods of targeting and positioning customers.

B.P3Explain the stages of the customer decision-making process for different customers.

B.P4Explain the influences on the decision-making process for different customers at each stage.

C.P5Explain different customer segments and bases which would be suitable targets for a communications plan.

C.P6Explain the stages and influences on the buying decision making process for a selected customer segment for a communications plan.

Merit

3 criteria

A.M1Analyse methods of segmentation, targeting and positioning for different customers.

B.M2Analyse the stages and the influences on the customer decision-making process for different customers.

C.M3Assess the stages and influences on the buying decision making process for a selected customer segment for a communications plan.

Distinction

2 criteria

AB.D1Evaluate methods of segmentation, targeting and positioning and the stages and influences on their decision making for different customers.

C.D2Evaluate the significance of the stages and influences on the buying decision making process for the selected customer segment for a communications plan

Command verbs in this unit

The verb decides the depth expected — that is what separates Pass from Merit and Distinction work on the same learning aim.

ExplainAnalyseAssessEvaluate

Pearson's ladder runs Identify → Describe → Explain → Compare / Analyse → Evaluate / Justify / Assess. A Merit or Distinction criterion on the same aim always implies the Pass beneath it: an “evaluate” answer that never first “explains” fails, however polished it reads. Hover a verb for what it demands.

How checkb.tech checks this unit

Upload a learner's submission and checkb.tech reads it against exactly these criteria, reporting each one as met, partly met, or not met — with the evidence that informed the verdict cited, so every call is auditable.

The check runs against the official Pearson documents for this unit, and identical evidence always produces an identical result — the same script gets the same verdict every time.

It never awards a grade. You stay the assessor: confirm, dismiss, or act on every criterion before your assessment decision is final.

Verification & Quality Tools for Unit 2

Free Lead IV and assessor utilities configured for Pearson BTEC International specifications.

Authenticity CheckerAudit Unit 2 Evidence with Free Authenticity Checker

Screen submissions for generic AI filler, inspect slide presentations, and generate oral viva questions.

Lead IV UtilityCalculate IV Sample Size

Generate a JCQ-compliant square-root sampling plan with assessor risk tiers and P/M/D grade distribution.

Compliance CalculatorCheck Resubmission Window

Compute the exact 15th working day deadline excluding term holidays and audit Pearson conditions.

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Evidence standards, internal verification protocols, and marking guidance for Unit 2.

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When a BTEC resubmission is allowed: the one-opportunity rule, Lead IV authorisation, the short window, and what a compliant resubmission looks like.

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Criteria and aim text reproduced for teacher reference from the official Pearson qualification documentation (Pearson BTEC International Level 3 Qualifications). BTEC is a registered trademark of Pearson Education Limited. checkb.tech is an independent tool — not affiliated with, endorsed by, or sponsored by Pearson. It never awards a grade; the teacher stays the assessor.