Managing Marketing Assignment briefing June and September 2013
Andrew Sherratt Senior Examiner Professional Diploma
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Presentation Objectives To explain the requirements of the
assignment options To improve your ability to prepare your
submission for the assignment in order to increase likelihood of
passing To enable you to plan your work for the assignment
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Assignment options 1.Improving Information for Marketing
Investigate current information available for supporting marketing
activities to enable recommendations to be made for improvements to
information for the future. 2.Developing the Role of the
Operational Marketing Manager Development of operational marketing
through changes to the structure and team involved in marketing to
bring benefits to the organisation.
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Common requirements Executive summary A summary of the actual
content which has been included in the report 500 words maximum,
excluded from word count Report format Professional, formal report
suitable for presentation to the senior management team Does need
referencing for any concepts included Description of the marketing
function/department 1 sides A4 maximum plus department structure
diagram
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Assignment Option One Improving Information for Marketing Broad
interpretation of information covering formal and informal sources,
considering all the information which is available to support
marketing activities Evaluation of the team involved in the
generation of information and management activities for the team
involved to improve information for marketing Performance
measurement and budgets for information to ensure it is cost
effective in the future.
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Improving Information for Marketing Task One Audit of
information sources used for marketing purposes Productivity
analysis of the information process Task Two Team involved in
information generation Changes needed to provide the required
information Team management issues Task Three Potential team
conflict and overcoming causes Change management for resolution of
conflict in the team
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Improving Information for Marketing Task Four Performance
measurement and management standards Measuring plans against the
standards Internal marketing for information management Task Five
Critical evaluation of information for budgets Internal and
external data sources Task Six Development of system to monitor,
evaluate and report on financial performance of information
activities Performance standards to improve performance
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Improving Information for Marketing Overall requirement is to
demonstrate Audit current information sources Evaluate the team
involved in information generation whilst recommending improvements
Conflict identification and resolution Performance measurement of
the team with internal marketing plans Critical evaluation of
information sources for budgeting Monitoring financial performance
of marketing information activities
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Assignment Option Two Developing the Role of the Operational
Marketing Manager Enhancing the recognition of the marketing
function in the organisation Developing the structure and team
involved with marketing to develop operational management Building
a business case for the changes required and on-going activities
after implementation Personal Development Plan for the operational
marketing manager
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Developing the Role of the Operational Marketing Manager Task
One Evaluate difference between management and leadership Current
role of the operational marketing manager Task Two Critically
evaluate current organisation structure for delivering marketing
with recommendations for improvement Task Three Establishing and
building the marketing team Sourcing appropriate team
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Developing the Role of the Operational Marketing Manager Task
Four Prepare a budget to develop the role of operational marketing
Evaluate information sources for the budget Task Five Establish
systems to monitor financial performance of operational marketing
with the revised role Standards of performance to compare budget
with actual Task Six Personal development plan for the operational
marketing manager Business case for the recommendations
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Developing the Role of the Operational Marketing Manager
Overall requirement is to demonstrate Management v leadership with
current situation Ability of the current structure to deliver
marketing and recommended changes Building a team to improve
operational marketing performance Budget for recommended changes
Performance monitoring systems for the recommendations Business
case for implementation
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Good assignments Answer the requirements given in the brief for
all tasks Apply theory well to the specific context of the
organisation and the area being discussed Demonstrate depth of
thinking in terms of the implications of proposals made (or what
happened for option one) Give justified recommendations after
evaluation of options Are professionally presented Promote the
profession of marketing as a substantial contributor to
organisation success