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Professional Certificate in Marketing
523 – Stakeholder Marketing
Assignment Brief and Mark Scheme
December 2011
Candidates are required to choose ONE out of the following TWO assignment briefs:
Option One – Meeting Customer Needs
Option Two – Influential Bodies (detailed separately) CIM Regulations
Candidates must ensure that they are CIM studying members and have registered for this assessment by the required CIM deadline (printed on page five of the guidance notes). Once booked, if candidates later find that they are unable to submit to the December 2011 session they will need to book and pay again to submit to the March 2012 session. Fees are not transferable between sessions and extensions to the published deadline dates will only be considered on medical grounds.
If an assessment is received from a candidate who has not booked by the above closing date, the relevant assessment entry fee will be raised along with a £100.00 late entry fee.
Candidate Declaration
Candidates must adhere to the CIM policies and guidance notes relating to word count, plagiarism and collusion when compiling this assessment and include the following declaration statement on the front cover of the assessment:
‘I confirm that in forwarding this assessment for marking, I understand and have applied the CIM policies relating to word count, plagiarism and collusion for all tasks. This assessment is the result of my own independent work except where otherwise stated. Other sources are acknowledged in the body of the text, a bibliography has been appended and Harvard referencing has been used. I have not shared my work with other candidates. I further confirm that I have submitted an electronic copy of this assessment to CIM in accordance with the regulations.’
© The Chartered Institute of Marketing 2011
Stakeholder Marketing Assignment Brief December 2011 – Option One
Page 2
Professional Certificate in Marketing Guidance Notes
Assessment Regulations Candidates have to complete the assessment brief published by The Chartered Institute of Marketing (CIM) for the relevant academic session. Tutors should be prepared to offer advice to candidates regarding the brief, the mark scheme and the grade descriptors. Tutors and candidates should also understand and apply the CIM policies relating to assessments including word count, plagiarism and collusion. These are available on the CIM Tutor Zone www.cimtutors.com and the CIM Learning Zone www.cimlearningzone.co.uk websites. Each assessment must be completed individually, not as part of a group. Context Where a task requires the candidate to select an organisation, the assessment should be based on the candidate’s organisation, or an organisation of their choice, selected with tutor advice. A brief overview of the organisation chosen, including legal classification, product or service offered, target market and structure, should be included in the appendix. This information should not be included as part of the word count and no marks will be allocated to this section. Confidentiality Where candidates are using organisational information that deals with sensitive material or issues, they must seek the advice and permission from that organisation about its inclusion in an assessment. Where confidentiality is an issue, studying members are advised to anonymise their assessment so that it cannot be attributed to that particular organisation. The Chartered Institute of Marketing for its part accepts responsibility for marking the assessment following the confidentiality procedures it has laid down. All CIM examiners have to sign a Confidentiality Agreement and do not knowingly mark any assessment where there is a conflict of interest. In addition, no work is published without the prior agreement of a studying member and the organisation. All assessments are stored securely and after 12 months are shredded confidentially. Assessment Criteria The assessment briefing documents include the marking scheme and guidance notes, which are designed to indicate to the candidate the types of information and format that are required. The marking scheme should not replace any briefing that is usually undertaken by the unit tutor. It is important that, when assessments are issued, discussions take place between the group and tutor to clarify their understanding of the assessment brief and what is required. Mark Schemes Mark schemes are included so that candidates are aware where the majority of the marks will be allocated and are therefore able to structure their work accordingly. However, CIM reserves the right to amend the mark scheme if appropriate. Grade Descriptors There is a grade descriptor document attached to this assessment, which is used by examiners as part of the marking process. The grade descriptors comprise:
Concept Application Evaluation, and Presentation.
The relative weightings of these elements are used to inform grades within a level and differentiate between levels. At Professional Certificate level, the relative weightings are 40%, 30%, 20% and 10% respectively. To maximise marks, candidates need to understand the principles of the grading criteria to ensure that work submitted reflects the right balance.
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Appendices
Appendices should only be included where necessary and should be used to accommodate tables and diagrams to support/illustrate the main body of the text. No marks are awarded for work included in the appendices, and these should not be used as an alternative location for work that should appear in the main text. Appendices should not include published secondary information such as annual reports and company literature, etc. Tutor Guidance to Candidates Tutors should be prepared to offer advice to candidates regarding the tasks, particularly in relation to the organisation they choose to use. Tutors can give feedback on one draft of an assessment and/or answer specific subject-related questions from a candidate related to their assessment. Tutors should not return a completed assessment to the candidate for improvement. Evidence of a centre doing this will result in the assessment being sent back unmarked. Word Count Policy Candidates must comply with the recommended word count, within a margin of +10%. For some tasks a specified number of pages is given as an alternative to the word count. These rules exclude the index (if used), headings, executive summary, information contained within references, bibliography and appendices. Candidates should present their work professionally, using tables and diagrams to support and/or illustrate the text. Unless tables and diagrams are specified as a requirement of a task, they can be included in either the appendix or the main body of the text. If tables are included as appendices the findings must be summarised or referenced within the main body of the text for marks to be awarded. If candidates use tables to present their answer in the main body of the text, the words used (or where appropriate the number of pages) will be counted and the rules relating to word count (or number of pages) will apply. Text must be no smaller than font size 11 and tables, diagrams, schedules and charts must be no smaller than font size 8. When a task requires candidates to produce presentation slides with supporting notes, the word count applies to the supporting notes only. The maximum number of slides indicated on the assessment brief excludes the title page slide and the contents page slide. The total number of words used for the whole assessment must be indicated on the front cover of the assessment. Pages must be numbered for ease of reference. Any assessments that exceed the specified word count (or number of pages) will be penalised by candidates forfeiting the marks for format and presentation for each individual task. Work that grossly exceeds the recommended word count (or number of pages) will be declared null and void and candidates will be asked to complete and submit a new assessment. Where a candidate’s work has contravened the word count, it will be reviewed by the Senior Examiner and the CIM Reasonable Adjustment, Misconduct and Irregularities Committee before a final decision is made. Referencing and Professionalism A professional approach to work is expected from all candidates. Candidates must therefore: identify and acknowledge ALL sources/methodologies/applications used. The candidate must use
a Harvard referencing system to achieve this (notes on Harvard are on the CIM Tutor Zone and Learning Zone websites).
express their work in plain business English. Marks are not awarded for use of English, but a good standard of English will help candidates to express their understanding more effectively.
All work that candidates submit as part of the CIM requirements must be expressed in their own words and incorporate their own judgements. Direct quotations from the published or unpublished work of
Stakeholder Marketing Assignment Brief December 2011 – Option One
Page 4
others, including that of tutors or employers, must be appropriately referenced. Authors of images used in reports and audio-visual presentations must be acknowledged. At the top of each page (header) candidates must insert the unit name and candidate number and at the bottom of each page (footer) insert page numbers (all in font size 8). Plagiarism and Collusion Academic offences, including plagiarism and collusion, are treated very seriously. Plagiarism involves presenting work, excerpts, ideas or passages of another author without appropriate referencing and attribution. Collusion occurs when two or more candidates submit work which is so alike in ideas, content, wording and/or structure that the similarity goes beyond what might have been mere coincidence. Plagiarism and collusion are very serious offences and any candidate found to be sharing their own work, copying another candidate’s work or quoting work from another source without recognising and disclosing that source will be penalised. It is the candidate’s responsibility to make sure that he or she understands what constitutes an academic offence, and, in particular, what plagiarism and collusion are and how to avoid them. Useful guidance materials and supporting policies are available on the CIM Tutor Zone and Learning Zone websites. In submitting their assessment for this unit, and completing the relevant declaration statement, candidates are confirming that the work submitted for all tasks is their own and does not contravene the CIM policies including word count, plagiarism and collusion. Tutors must sign the assessment candidate listing, confirming that to the best of their knowledge the work submitted is the candidate’s own. Where a tutor has concerns about the authenticity of a candidate’s submission, this should be referred to in the comment box on the assessment candidate listing. CIM reserves the right to return assessments if the necessary declaration statements have not been completed. Candidates believed to be involved in plagiarism and/or collusion for one or more tasks will have their work looked at separately by the Senior Examiner and/or another senior academic and plagiarism detection software will be used. Candidates found to be in breach of these regulations may be subject to one or more of the following: disqualification from membership; refused award of unit or qualification; disqualification from other CIM assessments/qualifications; refused the right to retake units/qualifications. Submission of Assessments Candidates should submit a hard copy AND an electronic copy of their assessment to their Accredited Study Centre by the appropriate CIM Accredited Study Centre deadline. It is the Accredited Study Centre’s responsibility to ensure that the assessments are submitted to CIM (via Pindar) by the required CIM deadline. CIM will not accept or mark any assessments that are sent to CIM or Pindar by individual candidates. Please note it is CIM’s policy to mark the hard copy assessments only. The electronic copy is required for validity checks and will not be accepted by CIM as a substitute for the hard copy assessment. Hard Copy Candidates must include their candidate number on each page of the assessment and they must not include their name on any part of the assessment. Assessments must be held together by a treasury tag in the left hand corner, but not bound or put in wallets of any kind. Candidates must remember to hand in their assessment to their Accredited Study Centre when required to do so by their tutor. The CIM Accredited Study Centre is responsible for sending the assessments to CIM (via Pindar) by the closing date stated on the front cover of this assessment document. Electronic Copy As well as hard copies of assessments, CIM Accredited Study Centres must also send in an electronic copy of each candidate’s work to the CIM email account at [email protected]. A sample of submissions by centres will be put through plagiarism software. In order to achieve this, candidates must submit an electronic copy of the appropriate assessment to their tuition centre, according to the following guidelines:
Professional Certificate in Marketing
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The maximum number of files that a candidate can submit to their tuition centre is restricted to ONE file per unit.
File types that are acceptable are: .doc .docm .docx .rtf .pdf Maximum file size per submission is limited to a maximum of 4mb. Candidates should make
every effort to reduce the size of the file submitted. Guidance relating to inserting PowerPoint presentations into Word documents is available on the tutor and student websites. Final Grades Final grades will be sent to the candidates from the CIM by the usual process in February, May, August or November, depending on when assessments were submitted for marking. Assessment Deadline Dates The Chartered Institute of Marketing has strict deadline dates that must be adhered to. December 2011 Assessment Session CIM Membership Registration Deadline: 30 September 2011 October (online: 7 October 2011) All assessments and accompanying paperwork to be received by CIM (via Pindar) no later than CIM Deadline Date: 9 December 2011 The assessment must be submitted to the Accredited Study Centre well before this date to allow time for administration and postage. The candidates should contact their tutor for their Accredited Study Centre submission deadline. Results released: February 2012
Stakeholder Marketing Assignment Brief December 2011 – Option One
Page 6
PROFESSIONAL CERTIFICATE IN MARKETING STAKEHOLDER MARKETING ALL TASKS ARE COMPULSORY Option One – Meeting Customer Needs Customers are key to the success of all commercial organisations. In today’s ever more competitive environment, organisations understand that it is not enough to simply attract customers, it is essential to both develop and maintain a relationship with them. Analysts have identified that the average organisation loses between 20 and 50% of its customers in churn every year. Excellent customer service is about being aware of customer needs and reacting to them effectively. Developing and maintaining a relationship with customers requires an organisation to understand its customers and devise strategies that meet their needs and are consistent with their beliefs and values. Customer relationship marketing can lead to increased sales, by anticipating and identifying customer needs more effectively and by understanding specific customer requirements. You have been asked to undertake research for your Marketing Manager to analyse the organisation’s relationships with its customers and propose a set of recommendations to develop the marketing mix to improve customer retention. You have also been asked to propose ideas aimed at developing or improving the organisation’s approach to customer relationship management, in order to reduce customer churn and improve customer retention, loyalty and growth. Preparatory Work For an organisation of your choice, undertake an audit to identify: THREE of the organisation’s key customer groups/accounts, highlighting their differing
levels of influence and impact on the organisation how the organisation currently uses the coordinated marketing mix to meet the needs of
these customers the organisation’s approach to customer relationship marketing and the extent to which
this reduces customer churn and improves customer retention, loyalty and growth.
Audit findings: maximum four sides of A4, to be included in the appendices Task One Summarise your audit findings including identification of the key customer groups, how the coordinated marketing mix meets the needs of its customers, and the effectiveness of the organisation’s approach to customer relationship management.
Summary of audit findings: maximum two sides of A4, to be included in the assignment
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Task Two Your Marketing Manager wants to better understand the organisation’s relationships with its most powerful and influential customer groups. With reference to your audit findings, produce a formal report for your Manager in which you: describe THREE of your organisation’s most impactful and influential customer
groups/accounts and their differing levels of influence and impact on the organisation analyse and evaluate your organisation’s current marketing mix in terms of its
responsiveness to the needs of these customer groups recommend how the marketing mix could be developed to ensure that it is more
responsive to the needs of these customer groups and adds value to the relationships with these customers
explain a range of relevant methods for measuring the success of these recommended actions, if your organisation decides to implement them.
Maximum word count 2,500 words, excluding relevant appendices. Formal report format. Task Three Your Marketing Manager has asked you to produce a discussion paper that can be presented to other managers in the organisation, on the subject of introducing/improving customer relationship marketing processes and procedures within the organisation. With reference to your audit findings, produce a discussion paper that covers the following points: explain the concept of customer relationship marketing and the use of this approach in
developing customer retention and loyalty analyse the extent to which the organisation’s current approach to customer relationship
marketing reduces customer churn and promotes growth propose recommendations to introduce/improve customer relationship marketing
processes and procedures within the organisation summarise the costs and benefits if your recommendations are implemented.
Discussion document: 1,500 words, excluding relevant appendices
Appendix Brief background to the chosen organisation, its customer base, products/services and position in market (maximum two sides of A4 pages, no marks allocated). Audit findings: maximum of four sides of A4 pages (excluded from the word count).
Stakeholder Marketing Assignment Brief December 2011 – Option One
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Option One – Meeting Customer Needs ASSESSMENT CRITERIA AND MARK SCHEME
Assessment Criteria Mark Allocation
Mark Available
CIM Examiner’s
Mark
CIM Moderated
Mark Audit Summary of Audit Findings
C = 10 A = 5
15
Report Description of THREE of the organisation’s most impactful and influential customer groups/accounts and their differing levels of influence and impact
C = 5 A = 5
10
Analysis and evaluation of the organisation’s current marketing mix in terms of its responsiveness to the needs of these customer groups
A = 5 E = 5
10
Recommendation for how the marketing mix could be developed to ensure that it is more responsive to the needs of these customer groups and adds value to relationships with these customers
A = 5 E = 5 10
Explanation of a range of relevant methods for measuring the success of these recommended actions, if the organisation decides to implement them
C = 10
10
Report format P = 5 5 Discussion Paper Explanation of the concept of customer relationship marketing and the use of this approach in developing customer retention and loyalty
C = 5
5
Analysis of the extent to which the organisation’s current approach to customer relationship marketing reduces customer churn and promotes growth
C = 5 A = 5
10
Recommendations to introduce/improve customer relationship marketing processes and procedures within the organisation
E = 10
10
Summary of the costs and benefits if recommendations are implemented
C = 5 A = 5
10
Presentation, format, style of the discussion document
P = 5
5
Total Mark 100
CIM use only
Marked by Date PRINT NAME
Senior Examiner Date PRINT NAME
Professional Certificate in Marketing
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Option One – Meeting Customer Needs Guidance Notes
This assignment is an opportunity to assess the relative importance of customers as key stakeholders and how the marketing mix can be effectively coordinated to support customer relationships. The assignment also requires the candidate to analyse the effectiveness of the organisation’s approach to customer relationship marketing and to propose recommendations to either introduce a system or improve an existing one. Within each assessment criterion candidates should be aware of the breakdown of marks in relation to the generic mark scheme, and of what is required in relation to Concept/ Application and Evaluation. Understanding of what is required in relation to the command words such as ‘analyse’ and ‘evaluate’ is also important. Finally, candidates are required to ensure that they adhere to the given word count and use the required format. Formulaic group based approaches should be avoided. Examiners are looking for clear evidence of insightful analysis, originality and well informed evaluation. Responses to all tasks should be professional in style and reference to relevant theory/concepts should be included as appropriate. Choice of Organisation When choosing an organisation to use as the basis of the assignment, it is important that it is one that the candidate knows well. In a larger organisation it would be appropriate to focus on a particular department or division. When considering the range of products or services offered, candidates working for a larger organisation may choose to focus on the brand instead of the whole product/service range. Candidates should choose products/service/ brands that will let them readily address each task within this part of the assignment, in sufficient detail. Conducting the Audit In preparation for the audit, it would be helpful for the candidate to consider the profile of the organisation’s customers. The following areas may provide some very useful information that will underpin the audit, report and discussion paper: What are the key characteristics of the organisation’s customers? What are their needs in relation to the product or service being offered? What criteria do the customers apply when distinguishing between different providers of
the product or services? What value does the product or service have for the customer? What are the influences on consumer decision making? What sources of information influence the buying behaviour of the customers? When undertaking the audit, candidates may use the power/interest matrix, Freeman’s participant stakeholders, or other suitable stakeholder mapping techniques, in order to establish three influential customer groups and their level of influence and impact on the organisation. The stakeholder audit may be supported by interviews with key stakeholders and consideration of relevant marketing theories and concepts. The stakeholder maps or matrices should be explained, and stakeholders’ positions justified. Generic stakeholder maps that reflect no application to the selected organisation will not be acceptable. Candidates must demonstrate knowledge and application of stakeholder theory. The audit findings should be included in the appendices and should not extend to more than four sides of A4.
Stakeholder Marketing Assignment Brief December 2011 – Option One
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Task One: Summary of Audit Findings A summary of the audit findings should be presented as a formal document extending to no more than two sides of A4. Please note the audit summary should be included as the first document in your assignment, not in the appendices as was previously the case. The appendices should include the audit findings (see above) that have been used as the basis of the summary. The audit summary will help to set the scene and provide the context for the report and discussion paper that follow. Task Two This task should be in the form of a formal report and be based on the findings of the audit and analysis undertaken in Task One. When describing the organisation’s most impactful and influential customer groups/key accounts, it would be useful for the candidates to consider influential/impactful customers in the context of those that are both loyal and among the most profitable. It is generally considered that the organisation benefits in many ways from its loyal customers. They usually cost less to serve and in some cases are willing to pay more than other customers, and they are often willing to be advocates – unpaid ambassadors – in referring other customers to the organisation. However, customer loyalty should not be considered in isolation from profitability. Measuring both relationship loyalty and profitability will enable the candidate to get a better idea about who the key customers are and their relative importance. When looking at profitability it is important not to look at revenue alone. Profitability should focus on the average profit earned on each customer in any typical purchase period, and the level of value that the customer perceives that the organisation can provide. The core customers, ie, the ones that are most important to the organisation, are those who are highly profitable and who clearly perceive value in the relationship.
When analysing and evaluating the organisation’s current marketing mix in response to the needs of these customer groups, the candidate should focus on the 7Ps. All of the seven elements are relevant to customers. The product or service offered is obviously important, as this is what underpins the relationship. However, the other elements, such as the price, where the product is available (place) and promotions, all have an impact on and influence buying behaviour and the perceived value that the customer gains from the organisation. Equally important are physical evidence and the appearance of the organisation, how customer-focused it is, and the levels of customer service. Consideration should be given to the extent to which the marketing mix is responsive to the needs of customers and adds value to the relationship. The candidate should then recommend how the marketing mix could be developed to ensure that it is more responsive to customers’ needs, and how the success of these recommended actions can be measured. The recommendations should be underpinned by the analysis already undertaken. In tackling this aspect of the assignment, it would be useful for candidates to structure their answers around the 7Ps, briefly indicating which of them the organisation does not need to change, with reasons, and which could be improved, and why. This will set the context and provide a justification for the recommendations that should then follow. Finally, the measures should be specifically linked and relevant to the recommendations identified. When producing the report, candidates should adopt a formal style by writing in the third person. The document needs to be well structured, accurate, concise and clear. The following format provides one suggested approach for compiling the report, although an alternative approach is acceptable if it results in a systematic, well organised document.
Professional Certificate in Marketing
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Title Page: the title of the report, who the report is written for, who it is written by and the date.
Terms of reference: the purpose of the report. Procedure: the process followed. Findings: main findings of research. This section needs to be clearly structured and
should show evidence of presentation of facts, not opinions. There also needs to be evidence of analysis and application of the research findings. Charts and diagrams should be included in the appendix and referred to in the findings. It is important that conclusions and recommendations are separated out and not included in this section.
Conclusion: summary of findings and the implications of these findings for the organisation(s). It is important that new information is not introduced in this section. The emphasis should be on drawing together what was presented under findings in a well-structured summary.
Recommendations: well-grounded recommendations based on findings. It is important that all relevant sources are noted within the report. These can be included within a reference section at the back of the report and referred to where relevant in the main body of the report. Task Three Having looked at the broad area of customers and how the marketing mix can be improved to better meet their needs, candidates are then expected to focus on a very specific area of stakeholder marketing, that of customer relationship management. The task provides the opportunity for candidates to research the concept of customer relationship marketing and the use of this approach in developing customer retention and loyalty. They should then apply this to their organisation by making recommendations (in the form of a discussion paper) as to how the organisation can improve its approach in this context. This will require an analysis of whether the organisation’s current approach to customer relationship marketing reduces customer churn and promotes growth, and of how the customer relationship marketing processes and procedures can either be introduced (if the organisation has not really focused on this area in the past) or be improved (where systems and procedures currently exist). In considering the area of customer relationship management, candidates should reflect upon some of the following issues: the principles of trust, commitment and loyalty to relationship marketing the elements of transactional marketing and relational marketing the characteristics and process of relationship marketing the relationship life cycle the target groups that will require different types of relationship customer expectation and perception the tools and techniques used to implement relationship marketing the internal issues that affect success in relationship building how different forms of technology can build and maintain relationships. This task provides candidates with a real opportunity to highlight to their manager the benefits of their studies and what they have learnt by undertaking this unit in particular. Whilst it is not essential for candidates to share their discussion paper with their manager, the nature of the task provides the opportunity to do so. The recommendations made should flow logically from the analysis and evaluation undertaken in the previous task, and should be clear, implementable and well justified. The recommendations should also be highly contextualised, reflecting detailed research, informative analysis and originality of thought. The recommendations should also include the costs and benefits that form the final aspect of this task.
Stakeholder Marketing Assignment Brief December 2011 – Option One
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Discussion Paper A discussion paper is a document created as a basis for discussion rather than as an authoritative statement or report. It can take different forms. However, the following three examples illustrate possible approaches: Example One Clear, succinct title Name of author and date Terms of reference Abstract (short explanation of motive, method, key results, conclusions) Introduction (motive for undertaking the research) Introduction, including suggested approach Statement of main findings Explanation/implications of the findings Alternative approaches Implications of alternative approaches Summary Recommendations Bibliography References Example Two Clear, succinct title Name of author and date Abstract Method (outline what was done, what theories were used) Results (outline of results) Discussion of conclusions from research results Conclusions (drawing together most important research results and their consequences) Bibliography References Example Three Date Author The audience The purpose Executive summary Background information (how does the problem/issue arise) The main points of discussion, the contentious points/pros and cons, opportunities and
threats Summary Next steps References Bibliography
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plic
atio
n
30%
pr
oduc
e w
ell-s
tru
ctur
ed, c
oher
ent
and
deta
iled
argu
me
nts
in r
espo
nse
to a
giv
en
brie
f, us
ing
mar
ketin
g te
rmin
olog
y flu
ently
ev
iden
ce in
sigh
t, un
ders
tand
ing
and
ap
plic
atio
n of
key
prin
cipl
es
expr
ess
idea
s pe
rsua
sive
ly, a
pply
ing
appr
opria
te m
arke
ting
term
inol
ogy
and
conc
epts
acc
urat
ely
appl
y a
wid
e va
riet
y of
illu
stra
tive
exam
ples
to
unde
rpin
con
cept
s us
ed
prod
uce
logi
cal a
rgum
ents
in r
esp
onse
to a
gi
ven
brie
f, us
ing
ma
rket
ing
term
inol
ogy
corr
ectly
ev
iden
ce s
ound
und
erst
andi
ng a
nd
appl
icat
ion
of k
ey p
rinci
ples
ex
pres
s id
eas
clea
rly,
ap
plyi
ng a
ppro
pria
te
mar
ketin
g te
rmin
olog
y an
d co
nce
pts
accu
rate
ly
appl
y a
varie
ty o
f ex
ampl
es to
illu
stra
te
findi
ngs
prod
uce
argu
me
nts
in r
espo
nse
to a
giv
en
brie
f, us
ing
suffi
cien
t m
arke
ting
term
inol
ogy
evid
ence
a b
asic
und
erst
andi
ng a
nd
appl
icat
ion
of k
ey p
rinci
ples
ou
tline
idea
s an
d co
ncep
ts u
sing
app
rop
riate
m
arke
ting
term
inol
ogy
ap
ply
exa
mpl
es to
sup
port
find
ing
s
limite
d us
e of
mar
ketin
g te
rmin
olo
gy
a
lack
of b
asic
und
erst
andi
ng a
nd
appl
icat
ion
of k
ey
prin
cipl
es
insu
ffic
ient
use
of m
arke
ting
term
inol
ogy
and/
or in
com
plet
e gr
asp
of k
ey
conc
epts
lim
ited
use
of e
xam
ples
to s
uppo
rt fi
ndin
gs
Eva
luat
ion
20
%
dra
w v
alid
con
clus
ions
and
mak
e in
form
ed
reco
mm
enda
tion
s re
flect
on
and
eval
uate
ow
n le
arni
ng a
cros
s m
odul
e an
d as
sess
how
this
will
aff
ect c
urre
nt
and
futu
re p
ract
ice
dra
w r
elia
ble
conc
lusi
ons
and
mak
e so
und
reco
mm
enda
tion
s
refle
ct o
n an
d ev
alua
te o
wn
lear
ning
on
aspe
cts
of th
e m
odul
e an
d as
sess
how
thi
s w
ill a
ffect
cur
rent
and
futu
re p
ract
ice
dra
w li
mite
d co
nclu
sion
s an
d m
ake
som
e re
com
men
datio
ns
refle
ct o
n an
d ev
alua
te o
wn
lear
ning
on
aspe
cts
of th
e m
odul
e an
d as
sess
how
thi
s w
ill a
ffec
t fu
ture
pra
ctic
e
supe
rfic
ial c
oncl
usio
ns a
nd r
ecom
men
datio
ns
whi
ch la
ck d
epth
and
insi
ght
little
eva
luat
ion
of le
arni
ng a
nd/o
r im
pact
on
futu
re p
ract
ice
Tim
e M
anag
em
en
t a
nd
P
rese
nta
tio
n
10%
plan
, rev
iew
and
com
plet
e w
ork
with
in th
e sp
ecifi
ed d
eadl
ines
/tim
e an
d pr
oduc
e w
ork
of
an e
xcep
tiona
l and
pro
fess
iona
l sta
ndar
d of
pr
esen
tatio
n, fo
rmat
and
tone
plan
, rev
iew
and
com
plet
e w
ork
with
in th
e sp
ecifi
ed d
eadl
ines
/tim
e an
d pr
oduc
e w
ork
to
a hi
gh s
tand
ard
of p
rese
ntat
ion,
for
mat
and
to
ne
com
plet
e w
ork
with
in th
e sp
ecifi
ed
dead
lines
/tim
e an
d pr
oduc
e w
ork
of a
n ac
cept
able
sta
ndar
d of
pre
sent
atio
n, fo
rmat
an
d to
ne
wo
rk n
ot b
eing
com
plet
ed w
ithin
the
spec
ified
de
adlin
es/ti
me
and
erro
rs in
pre
sent
atio
n,
form
at a
nd t
one
