This document provides guidance and regulations for candidates completing the Professional Diploma in Marketing assessment on marketing planning. It outlines that candidates must be registered CIM members and adhere to word count, plagiarism and confidentiality policies. The assessment will be marked based on demonstration of concepts, application, evaluation and presentation skills based on a marketing plan for the candidate's organization. Tutors can provide limited feedback but not complete assessments.
Situational Analysis and an Integrated Marketing Communication Plan for Electro-Serv (Pvt) Ltd.
This report was prepared based on the assignment questions of the CIM qualifications for Integrated Communications Subject.
Data Driven Digital Marketing Strategy Wecomex Ltd
In today’s modern global retail environment, customers and businesses alike are increasingly empowered by the new digital technologies and channels available right at their fingertips.
But, this explosion in increased connectivity has meant an overwhelming wave of data and information.
Businesses are challenged more than ever before to adopt a Data-Driven Digital Marketing Strategy and solutions to better manage that data deluge, understand their customers from every angle and surpass customers’ growing expectations for service.
Digital Marketing proposal for Health-N-Life magazine in Qatar. It includes campaign and marketing ideas for day to day marketing use. Social Media and other Digital Media channels
Situational Analysis and an Integrated Marketing Communication Plan for Electro-Serv (Pvt) Ltd.
This report was prepared based on the assignment questions of the CIM qualifications for Integrated Communications Subject.
Data Driven Digital Marketing Strategy Wecomex Ltd
In today’s modern global retail environment, customers and businesses alike are increasingly empowered by the new digital technologies and channels available right at their fingertips.
But, this explosion in increased connectivity has meant an overwhelming wave of data and information.
Businesses are challenged more than ever before to adopt a Data-Driven Digital Marketing Strategy and solutions to better manage that data deluge, understand their customers from every angle and surpass customers’ growing expectations for service.
Digital Marketing proposal for Health-N-Life magazine in Qatar. It includes campaign and marketing ideas for day to day marketing use. Social Media and other Digital Media channels
Our results-oriented Content Marketing Plan Playbook is a planning methodology that highlights our premium tool-kit of premium tools & templates to help you develop a comprehensive content marketing program.
Vibes Communication is one of the best digital marketing agency in Noida. We’re the fusion of technology and marketing that enhance the brand’s value and integrity. Think of Branding-Think of us. We are the brand builder. Click here to know about us: www.vibescom.in
Definitive Guide to B2B Marketing in the Digital AgeCarolyn Bao
B2B Marketing has changed. 89% of B2B buyers use the internet during their B2B research process, according to a joint study by Google and Millward Brown Digital.
Direct sales are still critical, but strategic digital marketing will fuel the sustainable growth of the company, through generating demand, and empowering sales. I just published a B2B Marketing Guide that shows B2B marketers how to build a robust B2B technology brand, using all forms of digital marketing tools.
Whether you are an NGO/NPO or a Digital Marketing agency sending a proposal to your client. Make sure all the above mentioned points are covered within your package to get the maximum output from search and social engines in today's world.
Marketing a Non-profit organization online can drive potential donors to donate on a regular basis. Make sure the purpose of your NGO is strictly maintained and displayed across the website wherever possible.
Online And Offline Marketing Proposal PowerPoint Presentation SlidesSlideTeam
If your company needs to submit a Online And Offline Marketing Proposal PowerPoint Presentation Slides look no further.Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. http://bit.ly/2vq0WXH
LinkedIn over the years has emerged as a powerful tool for business owners and individuals to increase their connection, generate more leads, promote their brand, and also become a thought leader. If you are a business to business (B2B) company and lack a LinkedIn marketing strategy, you are definitely missing out on a lot.
In the presentation you will get detailed strategy to promote your business with LinkedIn.
If you want help regarding LinkedIn marketing or any other type of social media marketing then just visit: https://yashus.in/our-services/social-media-marketing-company/
Our Social Media Marketing Plan Playbook is a methodology that highlights our tool-kit of tools & templates. Use this methodology to develop a comprehensive social media marketing plan.
Social Media is a place where you will find the target audience for your products. Hire instagram influencers, youtube influencsers from the best influencer network. Explore http://www.class15.com
Social Media Marketing Agency White Label Program - Vulpine InteractiveDerric Haynie
Would you like to offer your client's social media services on top of your existing agreement?
Or maybe you'd rather refer a social media lead to us and sit back and collect your referral commission?
This is our White-Label program explained so that you can begin to sell high-quality social media services to your clients at a price that might even be cheaper than doing it yourself in-house.
In order to become a part of our white-label or referral program, please contact derric.haynie@gmail.com
Brand promotion PowerPoint presentation slides are here to assist you with increasing awareness, create interest, generate sales or create brand loyalty everything that comes under product marketing and branding. Central graphics are included here to elaborate promotion process through a winding one stage process, covering up topics like brand strategy, marketing planning, brand rollout, website, marketing tactics, research, and discovery. Promotion, internal working can be displayed through the promotion-internal PowerPoint slide to talk on exhibition, teleconferences, direct emails, bulletin boards, booklets, pamphlets, brochures and few other matters while marketing. While promotion's external working can be seen through, earned media, owned media, and paid media and SEO & central drive earned media. Besides, elaboration can be done through brand promotion channels, race digital marketing planning framework, brand promotion expenses, and dashboard, brand tracking product awareness slides. Through gaging icons and images and bar graphs, we have covered all the essential aspects of physical, traditional and digital media. Our Brand Promotion PowerPoint Presentation Slides attract the best and the brightest. Brilliance will come to your doorstep.
Do You Want More Traffic for More Sales for Your Start Up Business? Checkout Complete Digital Marketing Plan & Strategies for Start Ups.
We Can Take Care of Your StartUp Business Marketing Campaign. Our services include Search Engine Optimization, Content Marketing, Press Release Copy-writing & Submission, Social Media Marketing, Classified Ad Marketing, PPC, SEO, Email Marketing & Reputation Building & Management.
Tags: adwords, content marketing, digital marketing, digital media, digital strategy, google adwords, internet marketing, lean startup, ppc, seo, seo services, social media marketing, startup, startup marketing, startups
Our results-oriented Content Marketing Plan Playbook is a planning methodology that highlights our premium tool-kit of premium tools & templates to help you develop a comprehensive content marketing program.
Vibes Communication is one of the best digital marketing agency in Noida. We’re the fusion of technology and marketing that enhance the brand’s value and integrity. Think of Branding-Think of us. We are the brand builder. Click here to know about us: www.vibescom.in
Definitive Guide to B2B Marketing in the Digital AgeCarolyn Bao
B2B Marketing has changed. 89% of B2B buyers use the internet during their B2B research process, according to a joint study by Google and Millward Brown Digital.
Direct sales are still critical, but strategic digital marketing will fuel the sustainable growth of the company, through generating demand, and empowering sales. I just published a B2B Marketing Guide that shows B2B marketers how to build a robust B2B technology brand, using all forms of digital marketing tools.
Whether you are an NGO/NPO or a Digital Marketing agency sending a proposal to your client. Make sure all the above mentioned points are covered within your package to get the maximum output from search and social engines in today's world.
Marketing a Non-profit organization online can drive potential donors to donate on a regular basis. Make sure the purpose of your NGO is strictly maintained and displayed across the website wherever possible.
Online And Offline Marketing Proposal PowerPoint Presentation SlidesSlideTeam
If your company needs to submit a Online And Offline Marketing Proposal PowerPoint Presentation Slides look no further.Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. http://bit.ly/2vq0WXH
LinkedIn over the years has emerged as a powerful tool for business owners and individuals to increase their connection, generate more leads, promote their brand, and also become a thought leader. If you are a business to business (B2B) company and lack a LinkedIn marketing strategy, you are definitely missing out on a lot.
In the presentation you will get detailed strategy to promote your business with LinkedIn.
If you want help regarding LinkedIn marketing or any other type of social media marketing then just visit: https://yashus.in/our-services/social-media-marketing-company/
Our Social Media Marketing Plan Playbook is a methodology that highlights our tool-kit of tools & templates. Use this methodology to develop a comprehensive social media marketing plan.
Social Media is a place where you will find the target audience for your products. Hire instagram influencers, youtube influencsers from the best influencer network. Explore http://www.class15.com
Social Media Marketing Agency White Label Program - Vulpine InteractiveDerric Haynie
Would you like to offer your client's social media services on top of your existing agreement?
Or maybe you'd rather refer a social media lead to us and sit back and collect your referral commission?
This is our White-Label program explained so that you can begin to sell high-quality social media services to your clients at a price that might even be cheaper than doing it yourself in-house.
In order to become a part of our white-label or referral program, please contact derric.haynie@gmail.com
Brand promotion PowerPoint presentation slides are here to assist you with increasing awareness, create interest, generate sales or create brand loyalty everything that comes under product marketing and branding. Central graphics are included here to elaborate promotion process through a winding one stage process, covering up topics like brand strategy, marketing planning, brand rollout, website, marketing tactics, research, and discovery. Promotion, internal working can be displayed through the promotion-internal PowerPoint slide to talk on exhibition, teleconferences, direct emails, bulletin boards, booklets, pamphlets, brochures and few other matters while marketing. While promotion's external working can be seen through, earned media, owned media, and paid media and SEO & central drive earned media. Besides, elaboration can be done through brand promotion channels, race digital marketing planning framework, brand promotion expenses, and dashboard, brand tracking product awareness slides. Through gaging icons and images and bar graphs, we have covered all the essential aspects of physical, traditional and digital media. Our Brand Promotion PowerPoint Presentation Slides attract the best and the brightest. Brilliance will come to your doorstep.
Do You Want More Traffic for More Sales for Your Start Up Business? Checkout Complete Digital Marketing Plan & Strategies for Start Ups.
We Can Take Care of Your StartUp Business Marketing Campaign. Our services include Search Engine Optimization, Content Marketing, Press Release Copy-writing & Submission, Social Media Marketing, Classified Ad Marketing, PPC, SEO, Email Marketing & Reputation Building & Management.
Tags: adwords, content marketing, digital marketing, digital media, digital strategy, google adwords, internet marketing, lean startup, ppc, seo, seo services, social media marketing, startup, startup marketing, startups
CIM/e-Marketing Award-Assignment # 3 and #4 (combined): A Full Fledge e-Marke...Naja Faysal
This plan presents in details why would a school go into the transformation from traditional schooling into an e-business / e-Learning operation and how to best do it within budget and cultural limitations.
As part of the Chartered Institute of Marketing programs, Naja Faysal was enrolled in the Professional Development Award in e-Marketing via Cambridge Marketing College
This report is prepared in order to assess a customer journey map is merely an illustration of all the touch-points when customers come into contact with Keells Super online or offline platforms. And using the surveys to gather voice of customer insights about the Keells Super experience is a great way to understand how our customers and the company are performing in the eyes of consumers.
Digital marketing is marketing that makes use of electronic devices such as computers, tablets, smartphones, cellphones, digital billboards, and game consoles to engage with consumers and other business partners. Internet Marketing is a major component of digital marketing.
Digital Marketing PPT(Presentation) - Digital Marketing StrategiesWeb Trainings Academy
In our Digital Marketing Presentation (PPT) we have various methodologies of Digital Marketing. In digital marketing we can generate traffic in both non-paid and paid methods. Based on the budget of the client we can utilize various digital marketing strategies like SEO, PPC, Display Ads, Social Media, Email Marketing etc.
Digital Strategy 101 is an overview of the current state of digital strategy and an exploration of core concepts, deliverables, and thought-leaders relevant to young practitioners.
Assessment Brief – Level Six UndergraduateBusiness and Managemen.docxfredharris32
Assessment Brief – Level Six Undergraduate
Business and Management modules
Module Code:
SM0374 Semester 2 2013-14
Module Title:
Strategic Management and Leadership
Distributed on:
February 2014Hand in Date:
Check noticeboards
Further information about general assessment criteria, ARNA regulations, referencing and plagiarism can be found on the module site on the e-Learning Portal. Students are advised to read and follow this information.
Task:
Choose onecompany from the following list. For this company, explain how successful you think it is and discuss the strategic reasons behind that success. Your explanation should include something about the contribution of leadership to the company. Go on to suggest strategies and/or actions for ensuring success in the future.
1. Jaguar Land Rover Automotive plc
2. FedEx Corporation
3. Hertz Global Holdings Inc
Notes:
a. Word limit = 3,600 words. See page 3 of this brief for an explanation.
b. Tables with sentences (rather than data) WILL be included in the word count
c. No appendices are permitted.
d. You should read the guidance on page 2 of this brief and the marking scheme at the end of this brief to understand how you should approach the assignment. Further guidance, including examples of student work, will be posted on Bb.
e. The assignment represents 100% of the module mark.
Format for submission:
· The assignment should be written in Arial, 11pt, left-justified, 1½ spacing.
· Every page should be numbered and show your student ID (but not your name)
· Leave at least 5cm at the end of each section for us to write comments. Please note that we may not fill of the 5cm – it depends what type of feedback we think is needed for each answer.
· Print the assignment double-sided, if possible
· All academic and other sources must be cited and included in a reference list.
· The completed assignment should be submitted in a single polypocket – the type with fixing holes down one side. Do not staple or otherwise fix pages together.
Guidance
To tackle the question you need to carry out a full strategic analysis of the company and the business environment. But we only want to read the really important outputs of that analysis. You have to judge what outputs from the analysis (i.e. your conclusions) are most important and present these to us in a clear, academically rigorous manner.
We want you to tell us how you think the company has been able to compete successfully and justify your answer with analysis based on topic areas taught as part of this module. “Success” could be evaluated in terms of measures such as growth, profitability, market share and so on. But how has the company achieved this position which may have taken several years? It could be explained using analysis based on one or more of the following strategic management topic areas:
· Strategic capabilities leading to competitive advantage
· A clear business strategy consistent with strategic capabilities
· Development ...
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Leading global excellence in procurement and supply Corp.docxcroysierkathey
Leading global excellence in procurement and supply
Corporate Award Submission and Assessment Feedback
Candidate Membership Number: 005560614
Programme: SABIC C6 P Integrative
Event ID: 106704820
Assessment Opportunity: 4 Integrative Assignment
This Assessment Distinction Merit Pass Fail N/A
Structure and Presentation 20%
• Creation of a logical flow of content
• Incorporation of numbered contents page, executive summary,
sections that cover conclusions and recommendations when
relevant, references and bibliography
• Ease of understanding the content included
• Layout of text, inclusion of graphics, tables, data, references,
headings, numbered paragraphs
• Use of appropriate appendices
• Composition of answers in keeping with any desired word count,
timescales or other limitation
Research 20%
• Collation of primary and/or secondary research
• Use made of quantitative and/or qualitative data
• Analysis of the research conducted
• Reasoned critique of research provided
• Acknowledged information sources
Knowledge and Approach 20%
• Demonstration of acquired understanding of theory, models,
techniques, processes, outcomes or other aspects of the syllabus
• Appropriate selection of content to formulate answers
• Methodology pursued to develop answers
Application and Insight 40%
• Application of theory, models, techniques, processes, outcomes
or other aspects of the syllabus
• Creation of proposals for change that can achieve business
improvement
• Recognition of boundaries that can affect proposals made
• Production of a business case or implementation plan when
relevant
1
Strengths and weaknesses of the assessment:
Thank you for your assignment.
This task requires you to develop a document that creates a sourcing plan for future requirements. Better
marks would therefore have been awarded if you had linked your summary promoting your main findings
and recommendations in relation to the tasks which were for you to explain:
1. The roles of procurement and supply in managing this area of expenditure underlining the inputs
that may be made by its stakeholders
2. Techniques that can be applied to the area of expenditure to improve added value
3. Inclusions that should be made in contracts formed in the future
4. Measures that can be taken to select effective suppliers
5. Any aspects of the purchase/supply that may require negotiation
Your executive summary served more as an introduction than underlining your main findings and
recommendations in relation to the selected category of tubular goods. These could therefore have focused
more directly on the roles of the procurement/ supply chain function in managing the tubular goods
category underlining the inputs that may be made by its stakeholders, the application of any techniques to
add value as well as the improvements that could be made to the contracts or to improve performanc ...
Leading global excellence in procurement and supply Corp.docxjeremylockett77
Leading global excellence in procurement and supply
Corporate Award Submission and Assessment Feedback
Candidate Membership Number: 005560614
Programme: SABIC C6 P Integrative
Event ID: 106704820
Assessment Opportunity: 4 Integrative Assignment
This Assessment Distinction Merit Pass Fail N/A
Structure and Presentation 20%
• Creation of a logical flow of content
• Incorporation of numbered contents page, executive summary,
sections that cover conclusions and recommendations when
relevant, references and bibliography
• Ease of understanding the content included
• Layout of text, inclusion of graphics, tables, data, references,
headings, numbered paragraphs
• Use of appropriate appendices
• Composition of answers in keeping with any desired word count,
timescales or other limitation
Research 20%
• Collation of primary and/or secondary research
• Use made of quantitative and/or qualitative data
• Analysis of the research conducted
• Reasoned critique of research provided
• Acknowledged information sources
Knowledge and Approach 20%
• Demonstration of acquired understanding of theory, models,
techniques, processes, outcomes or other aspects of the syllabus
• Appropriate selection of content to formulate answers
• Methodology pursued to develop answers
Application and Insight 40%
• Application of theory, models, techniques, processes, outcomes
or other aspects of the syllabus
• Creation of proposals for change that can achieve business
improvement
• Recognition of boundaries that can affect proposals made
• Production of a business case or implementation plan when
relevant
1
Strengths and weaknesses of the assessment:
Thank you for your assignment.
This task requires you to develop a document that creates a sourcing plan for future requirements. Better
marks would therefore have been awarded if you had linked your summary promoting your main findings
and recommendations in relation to the tasks which were for you to explain:
1. The roles of procurement and supply in managing this area of expenditure underlining the inputs
that may be made by its stakeholders
2. Techniques that can be applied to the area of expenditure to improve added value
3. Inclusions that should be made in contracts formed in the future
4. Measures that can be taken to select effective suppliers
5. Any aspects of the purchase/supply that may require negotiation
Your executive summary served more as an introduction than underlining your main findings and
recommendations in relation to the selected category of tubular goods. These could therefore have focused
more directly on the roles of the procurement/ supply chain function in managing the tubular goods
category underlining the inputs that may be made by its stakeholders, the application of any techniques to
add value as well as the improvements that could be made to the contracts or to improve performanc.
Marketing Management
Assignment – Individual Portfolio
NAME
UON ID
SUBMISSION DATE
1/8/2022
MODULE
ASSIGNMENT 1
WORD COUNT
1600
LECTURER
SALLY LO
Table of Contents
Introduction:
PEEST
Micro Analysis
Porter’s 5 forces analysis
Competitor Perceptual Map
Internal Analysis
Strategy review
Functions review
Productivity review
TOWs and Strategic analysis
Appendices
Appendix 1: Company overview
Appendix 2: Macro analysis
Appendix 3: Micro analysis, customer segmentation, 5 forces and competitor perceptual map
Appendix 4: Internal analysis, marketing capabilities, marketing assets, 7Ps, and CBBE model.
Page | 2
Resume Evaluation Checklist
Student’s Name
Evaluator’s Name
Your resume should immediately convey your ability to do the target job and promote the unique selling points of your personal brand to a prospective employer. It should clearly communicate your capabilities for delivering on the job’s requirements and, wherever possible, demonstrate accomplishments that jump off the page to make you more memorable than the competition.
FOCUS & SUMMARY
G=Good
F=Fair
P=Poor
Summary: Contains significant role, skill, & value match
Role Match: Does your resume present a clear target job title? A target job title gives the reader a clear focus and boosts visibility in database searches.
Skill Match: Does your resume contain a relevant skills summary in the top third of the first page? Key words should match the skills and qualifications listed in the job description.
Value Match: Does your resume align relevant value with employers’ needs? Did you include a list of accomplishments or career highlights reflecting skills and/or unique achievements that relate to potential customers’ needs as stated in the job description?
Comments
EDUCATION
Y=Yes
N=No
G=Good
F=Fair
P=Poor
Education provides concentration, projects, coursework, and certification only related to target, with…
School name (example: DeVry University or Keller Graduate School of Management of DeVry University)
Program/Major (Accuracy matters - Check Degree Works for the specific name)
Concentrations, minors, technical specialties, or tracks
Graduation month and year (if future date, include “anticipated” next to the projected graduation year)
Curriculum highlights with all relevant coursework (include upper division course titles, exclude course numbers or “with lab”)
Relevant projects, internships, and/or student organizations
Academic Honors included based on Academic Catalog (Associate/Bachelor: GPA ≥ 3.5 / Masters: GPA ≥ 3.7)
Comments
RELEVANT EXPERIENCE (WORK & VOLUNTEER)
Y=Yes
N=No
G=Good
F=Fair
P=Poor
Experience focuses action verbs & accomplishments on solving problems, which includes all relevant jobs listing both paid and volunteer positions within the last 10 years, with…
Job Title & Company Nam ...
Centre for Enhancementof Learning and TeachingAssessment Cov.docxketurahhazelhurst
Centre for Enhancement
of Learning and Teaching
Assessment Coversheet and Feedback Form
Complete the details marked in the coloured text and leave everything else blank. Copy and paste your submission after the first pages as indicated. You are reminded of the University regulations on cheating. Except where the assessment is group-based, the final piece of work which is submitted must be your own work. Close similarity between submissions is likely to lead to an investigation for cheating. You must submit a file in an MSWord or equivalent format as tutors will use MSWord to provide feedback including, where appropriate, annotations in the text.
Student Name
Reasonable Adjustments
Student Number
Check this box [x] if the Faculty has notified you that you are eligible for a Reasonable Adjustment (including additional time) in relation to the marking of this assessment. Please note that action may be taken under the University’s Student Disciplinary Procedure against any student making a false claim for Reasonable Adjustments.
Course and Year
MSc Management
Module Code
ACC7032
Module Title
Managerial Finance
Personal Tutor
None
First Marker Name:
First Marker Signature:
Date:
Feedback: General comments on the quality of the work, its successes and where it could be improved
Provisional Uncapped Mark Marks will be capped if this was a late submission or resit assessment and may be moderated up or down by the examination board.
%
Feed Forward: How to apply the feedback to future submissions
Quality and use of Standard English and Academic Conventions
Spelling Errors
Style is Colloquial
Standard is a Cause for Concern
Grammatical Errors
Inappropriate Structure
If the box above has been ticked you should arrange a consultation with a member of staff from the Centre for Academic Success via [email protected]
Punctuation Errors
Inadequate Referencing
Moderation Comments (Please note that moderation is carried out through ‘sampling’. If this section is left blank, your work is not part of the sample.)
Moderation is done via sampling. Your work was not part of the sample.
Moderator Name:
Moderator Signature:
Date:
Managing Financial Performance – ACC7021
Assessment Coversheet and Feedback Form
Faculty of Business, Law and Social Sciences
School of Business
Student Name
A. Student
Reasonable Adjustments
Student Number
1……………….
Check this box [x] if the Faculty has notified you that you are eligible for a Reasonable Adjustment (including additional time) in relation to the marking of this assessment. Please note that action may be taken under the University’s Student Disciplinary Procedure against any student making a false claim for Reasonable Adjustments.
Course and Year
Int. MBA
Module Code
ACC7012
Module Title
Managing Financial Performance
Module Tutor
Jonathan Mills
Personal Tutor
Complete the details marked in the colored text and leave everything else blank. Where appropriate, co ...
1
Faculty of Business and Law
ACADEMIC YEAR 2018/19
ASSESSMENT BRIEF
Module Code: UMACLK-15-M
Module Title: Financial Statement Analysis
Submission Deadline: 2.00pm Thursday 11th April 2019
Assessment Component B
Assessment Weighting: 70 per cent of total module mark
Marking and feedback
deadline (20 working days)
Wednesday 15th May 2019
Assessment Instructions
You are a respected city analyst who specialises in advising clients who are interested in purchasing
equities in a given industry sector. You are asked to give investment advice on a company to be
agreed at an early opportunity with the module leader.
Your company must be:
• Discussed and agreed with the module leader by Friday 1st February 2019
• Quoted on a major stock exchange (e.g. LSE, NYSE, NASDAQ)
• A prominent company, for which significant information is publicly available in English (both
financial and non-financial information)
• Drawn from a mainstream industry where there are readily identifiable peers (competitors)
for which you can also gather good financial information
• Drawn from an industry where you can gather good industry-wide information and from a
country where there is readily available macroeconomic indicator information
Requirement for the Equity Analyst’s Report
You are to produce a company (equity) analysis report. It is expected that you will use the full range
of information sources available to you (including DataStream, Osiris, and Bloomberg, where
possible) to complete your assignment.
Once you have completed your student tearsheet presentation exercise and received some informal,
formative feedback from your module leader and informal feedback from your module colleagues,
you must engage in deeper analysis to produce a full equity analyst’s report. The report must be
word-processed and the length must not exceed 3,000 words. Your report must contain the following
sections:
a) Analyst’s tearsheet;
b) Company profile, including a segmental analysis;
c) Macroeconomic analysis;
d) Industry analysis;
e) Competitor analysis, using Porter’s Five Forces model;
f) Discussion of the company’s business model and corporate strategy;
g) Analysis of key corporate events and activities (if relevant);
h) A summary analysis of the company’s financial statements;
i) A full financial ratio analysis, including trend analysis, comparison with industry ratios, the
identification and computation of customised industry ratios;
j) Company valuations, employing dividend models (where appropriate) and multiples models, with
all assumptions justified;
k) A basic free cash flow model, with an Excel printout of that model to be placed in the appendix,
along with a justification of the assumptions made;
2
l) A conclusion which summarises the key points made across your report, the outlook for the
company, and the investment recommendation, the latter of which compares your valuations wi.
MKT101A Assessment 1 Brief 20191111 Page 1 of 8 ASSESSM.docxaudeleypearl
MKT101A Assessment 1 Brief 20191111 Page 1 of 8
ASSESSMENT 2 BRIEF
Subject Code and Title MKT101A - Marketing Fundamentals
Assessment Marketing Report
Individual/Group Individual
Length 2000 words (+/- 10%)
Learning Outcomes Addressed a) Describe the marketing concept
b) Outline and apply the elements of the marketing
process.
c) Identify and explain the macro and micro
environmental factors impacting the marketing of a
business or industry.
d) Demonstrate an ability to incorporate new trends to
solve marketing problems and apply communication
skills.
Submission By 11:55pm AEST/AEDT Sunday of Module 5.1
Weighting 45%
Total Marks 100 marks
Context
Following from the Assessment 1 brief you need to develop a marketing report for the same
client. The focus of this marketing report is to review and analyse your client’s marketing
strategies. This includes identifying a target market, creating a positioning statement as well
as a marketing mix analysis. Then utilising the information gained from the Assessment 1
situational analysis, combined with applying the marketing principles you have learned in
the subject, develop a concise outline of marketing strategy recommendations to assist your
client in growing the business.
MKT101A Assessment 1 Brief 20191111 Page 2 of 8
Instructions:
Develop a marketing report based on the following sections:
a. Cover Page including:
▪ Business name
▪ Student Identifier (name and number)
▪ Subject code and name
▪ Date of submission
▪ Facilitator name
b. Table of contents
c. Brief introduction
d. Target Market Profile. Develop a target market profile applying two (2) variables for
each of the following segmentation elements: demographic, geographic,
psychographic and behavioural elements. Note: Your business may target more than
one market and if so, focus on what you think is the largest target market.
e. Positioning Statement. Develop a positioning statement for the client highlighting
the values and benefits offered by the brand to consumers. This may be derived
from evaluating the client’s website and marketing communications in order to
complete the “Moore positioning statement” (template below):
For: (target customers)
Who must: (solve a specific problem or fulfil a need)
Our product is a: (describe product or solution)
That provides: (key breakthrough benefit which solves the problem and/or a
reason to believe)
Unlike: (reference direct competitors)
Our product /solution offers: (describe the key point of competitive
differentiation)
f. Analysis of the Current Marketing Mix. Analyse the variables that include
applications of:
i. Product strategy:
▪ Identification/suggestion of the three levels of product
▪ Product classification
▪ Identification/suggestion of the product portfolio (width, depth and lines)
MKT101A Assessment 1 Brief 20191111 Page 3 of 8
ii. Prici.
MKT101A Assessment 1 Brief 20191111 Page 1 of 8 ASSESSM.docxhelzerpatrina
MKT101A Assessment 1 Brief 20191111 Page 1 of 8
ASSESSMENT 2 BRIEF
Subject Code and Title MKT101A - Marketing Fundamentals
Assessment Marketing Report
Individual/Group Individual
Length 2000 words (+/- 10%)
Learning Outcomes Addressed a) Describe the marketing concept
b) Outline and apply the elements of the marketing
process.
c) Identify and explain the macro and micro
environmental factors impacting the marketing of a
business or industry.
d) Demonstrate an ability to incorporate new trends to
solve marketing problems and apply communication
skills.
Submission By 11:55pm AEST/AEDT Sunday of Module 5.1
Weighting 45%
Total Marks 100 marks
Context
Following from the Assessment 1 brief you need to develop a marketing report for the same
client. The focus of this marketing report is to review and analyse your client’s marketing
strategies. This includes identifying a target market, creating a positioning statement as well
as a marketing mix analysis. Then utilising the information gained from the Assessment 1
situational analysis, combined with applying the marketing principles you have learned in
the subject, develop a concise outline of marketing strategy recommendations to assist your
client in growing the business.
MKT101A Assessment 1 Brief 20191111 Page 2 of 8
Instructions:
Develop a marketing report based on the following sections:
a. Cover Page including:
▪ Business name
▪ Student Identifier (name and number)
▪ Subject code and name
▪ Date of submission
▪ Facilitator name
b. Table of contents
c. Brief introduction
d. Target Market Profile. Develop a target market profile applying two (2) variables for
each of the following segmentation elements: demographic, geographic,
psychographic and behavioural elements. Note: Your business may target more than
one market and if so, focus on what you think is the largest target market.
e. Positioning Statement. Develop a positioning statement for the client highlighting
the values and benefits offered by the brand to consumers. This may be derived
from evaluating the client’s website and marketing communications in order to
complete the “Moore positioning statement” (template below):
For: (target customers)
Who must: (solve a specific problem or fulfil a need)
Our product is a: (describe product or solution)
That provides: (key breakthrough benefit which solves the problem and/or a
reason to believe)
Unlike: (reference direct competitors)
Our product /solution offers: (describe the key point of competitive
differentiation)
f. Analysis of the Current Marketing Mix. Analyse the variables that include
applications of:
i. Product strategy:
▪ Identification/suggestion of the three levels of product
▪ Product classification
▪ Identification/suggestion of the product portfolio (width, depth and lines)
MKT101A Assessment 1 Brief 20191111 Page 3 of 8
ii. Prici.
2. Marketing Planning Process Assignment Brief June 2013
Page 2
Professional Diploma 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 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 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 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. When submitting assignments to CIM,
candidates are reminded to tick the opt out box on the Assignment/project front sheet form,
indicating they have not given CIM permission to use the work for any other purposes.
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 cannot 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 Diploma level, the relative weightings are 30%, 30%, 30% and 10%
3. Professional Diploma in Marketing
Page 3
respectively. To maximise marks, candidates need to understand the principles of the grading
criteria to ensure that work submitted reflects the right balance.
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. The feedback given by a tutor will be of a
general nature, as the tutor will not be part of the official CIM marking process, and will not be able
to inform you of possible grades. 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
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 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.
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. Areas not included in
the word count are: the index (if used), headings, executive summary, information contained within
references, bibliography and appendices.
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.
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.
Where a candidate’s work has contravened the word count policy it will be reviewed by the Senior
Examiner and the CIM Reasonable Adjustment, Misconduct and Irregularities Committee before a
final decision is made.
Presentation
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.
Text must be no smaller than font size 11, and tables, diagrams, schedules and charts must be no
smaller than font size 8. The font size must not be compressed and easy to read, using, for example,
Arial, Calibri or Times Roman.
At the top of each page (header) candidates must insert the unit name and membership number
(font size 8) and at the bottom of each page (footer) insert page numbers (font size 8). Candidates
must not include their name on any part of the assessment.
Guidance relating to inserting PowerPoint presentations into Word documents is available on the
CIM Tutor Zone and the Learning Zone websites.
4. Marketing Planning Process Assignment Brief June 2013
Page 4
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.
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 others, including that of tutors or employers, must be appropriately referenced. Authors of
images used in reports and audio-visual presentations must be acknowledged.
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.
Where a candidate has been found to have breached CIM regulations, both the candidate and
Accredited Study Centre will be informed of the outcome.
Submission of Assessments
Candidates are responsible for submitting a hard copy AND an electronic copy of their assessment
to their Accredited Study Centre by the appropriate CIM Accredited Study Centre deadline.
5. Professional Diploma in Marketing
Page 5
Candidates must complete all CIM paperwork to accompany the assessment. CIM will not accept or
mark any assessments that are sent to CIM by individual candidates.
Accredited Study Centres are responsible for ensuring that assessments are submitted to CIM by
the required CIM deadline on the front of the assessment brief.
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 Instructions for Candidates
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.
Electronic Copy Instructions for Candidates
Candidates must submit an electronic copy of the appropriate assessment to their Accredited Study
Centre, according to the following guidelines:
The maximum number of files that a candidate can submit to their Accredited Study 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.
Electronic Copy Instructions for Accredited Study Centres
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 senditin@cim.co.uk. A sample
of submissions by centres will be put through plagiarism software.
Final Grades
Final grades will be sent to the candidates from the CIM 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 to which Accredited Study Centres
must adhere.
June 2013 Assessment Session
CIM Membership registration deadline: 29 March 2013 (online: 5 April 2013)
All assessments and accompanying paperwork to be received by CIM no later than:
CIM Deadline Date: 7 June 2013
The assessment must be submitted to the Accredited Study Centre well before this date to allow
time for administration and postage. Candidates must contact their tutor for the Accredited Study
Centre submission deadline.
Results released: August 2013
6. Marketing Planning Process Assignment Brief June 2013
Page 6
PROFESSIONAL DIPLOMA IN MARKETING
MARKETING PLANNING PROCESS
ANSWER ALL TASKS
Marketing Planning and Changing Competitive Conditions
In your role as a Marketing Manager for your organisation, or one of your choice, you have
been asked by the senior management to develop a marketing plan. For your chosen
organisation you should consider the development of the marketing plan, over a specified
timescale, in the context of ONE of the following scenarios:
to respond to a competitor’s digital marketing campaign to aid business development
OR
to address trends in an area where performance could be improved for a chosen
product or service.
It is necessary to clearly state the chosen scenario. In order to produce the marketing plan,
you will need to undertake a marketing audit. You should give particular consideration to
the scenario you have selected in the setting of your chosen organisation. The marketing
audit should also include a rationale for the choice of scenario.
Your marketing plan should be informed by the marketing audit, contextualised to reflect
your chosen scenario.
In addition, you should produce an evaluation report that considers the contribution of the
marketing planning process and some of its key aspects to the success of the organisation,
faced with the change in market share. The marketing audit, marketing plan and evaluation
report are to be presented at the next senior management meeting.
The evaluation report should be written in a professional style, suitable for tabling at a
senior management meeting, with references to conceptual material included as
appropriate.
In preparation for the meeting, you have been asked to carry out the following task.
Task One: Marketing Audit
Prepare a marketing audit that considers the current and likely future challenges for the
chosen organisation, in order to form a basis for the marketing plan. The marketing audit
should identify – a competitor’s digital marketing campaign OR trends in an area where
performance could be improved – which the marketing audit will address, and provide a
rationale for that chosen scenario. The marketing audit will also provide an evidence base
for the development of the marketing plan, related to the selected scenario. Your marketing
audit should be the basis of your marketing plan.
Marketing Audit: up to a maximum of six sides of A4
As outlined in the assessment criteria and mark scheme, marks will be awarded for the
content of the marketing audit and for the use of this information within the marketing plan
and evaluation report.
7. Professional Diploma in Marketing
Page 7
Task Two: Marketing Plan
Prepare a marketing plan, outlining the timescale involved, which:
evaluates the detailed findings from the marketing audit based on the selected scenario
identifies the key issues from the selected scenario.
Summary of findings and marketing plan including schedules and tables: 3,000 words
maximum. In addition, up to a maximum of three sides of A4 may be included in the
marketing plan for schedules and tables.
Any other schedules or tables that are additional to those included in the marketing plan may be
attached to the marketing plan as appendices (up to a maximum of three sides of A4). Specific
reference must be made to these in the marketing plan but marks will not be awarded.
Task Three: Evaluation Report
Produce an evaluation report, outlining the timescale involved, which is suitable for
presenting at the senior management meeting that:
explains and assesses the way in which the marketing planning process can benefit
your chosen organisation
critically evaluates the role of the marketing audit as part of the marketing planning
process, and identifies the problems of information gathering and analysis encountered
in undertaking the marketing audit
explains, with justification, how an appropriate competitive strategy has been developed
as a part of the marketing plan for the organisation, utilising a segmentation-targeting-
positioning approach. This should evidence how the marketing mix will be used to
achieve the desired positioning, and how the performance of the marketing plan will be
evaluated
identifies the possible issues that may be encountered when implementing the
marketing plan in the context of your chosen organisation over the stated period, and
presents practical proposals for resolving them.
Evaluation report: 3,000 words maximum
Appendix
Provide a brief background to the chosen organisation, its current product/service
range and customer base (up to two sides of A4 maximum, no marks awarded).
8. Marketing Planning Process Assignment Brief June 2013
Page 8
Marketing Planning and Changing Competitive Conditions
ASSESSMENT CRITERIA AND MARK SCHEME
Assessment Criteria
Marks
Available
CIM
Examiner’s
Mark
CIM
Moderated
Mark
Task One: Marketing Audit
Preparation of a marketing audit, including the
identification of the scenario – a competitor’s digital
marketing campaign OR trends in an area where
performance could be improved – which the
marketing plan will address
10
Task Two: Marketing Plan
Evaluation of the findings from the marketing audit
and identification of key issues
Development of a marketing plan, relevant to the
selected scenario and timescale
10
30
Task Three: Evaluation Report
Explanation and assessment of the way in which
the marketing planning process can benefit the
organisation
Critical evaluation of the role of the marketing audit
as part of the marketing planning process, and
identification of the problems of information
gathering and analysis encountered in undertaking
the marketing audit
Explanation, with justification, of how an
appropriate competitive strategy has been
developed as a part of the marketing plan for the
organisation, utilising a segmentation-targeting-
positioning approach
Identification of the possible issues that may be
encountered when implementing the marketing
plan in the context of the organisation over the
stated period, and presentation of practical
proposals for resolving them
10
10
10
10
Format and presentation
Executive summary
Relevance to tasks
Use of supporting concepts and frameworks
Professional tone and required format
Harvard referencing
10
Total Mark 100
CIM use only
Marked by Date
PRINT NAME
Senior Examiner Date
PRINT NAME
9. Professional Diploma in Marketing
Page 9
Marketing Planning and Changing Competitive Conditions
Guidance Notes
Context
Candidates undertaking this assignment are expected to focus on producing a marketing
plan based on their own organisation or one of their choice. Candidates need to specify the
time period that will form the basis of the marketing plan. The specified timescale should be
clearly stated within the marketing plan and should reflect the nature of the project, the type
of organisation and the chosen sector. The marketing plan should be contextualised around
ONE of the following two scenarios:
to respond to a competitor’s digital marketing campaign to aid business development
OR
to address trends in an area where performance could be improved for a chosen
product or service.
NB: The proposed scenarios are open to the widest interpretation in the setting of the
organisational situation under consideration. This may involve the product/service context
being extended to include brands, product categories or the organisation itself if it is
relatively small.
The selected scenario should provide an opportunity for a fit to be made with the situation
of the chosen organisation. The scenario should give focus to the detailed development of
the marketing plan as appropriate to the organisation and its sector.
In addition to developing a marketing plan that sets out a direction into the future,
candidates are also asked to produce an evaluation report that evaluates specific aspects
of the marketing planning process. Here they should draw upon conceptual understanding
applied to the specific organisational context.
When compiling the marketing audit, marketing plan and evaluation report, candidates
should produce an executive summary that should be included at the start of the
assignment (prior to the marketing audit). The executive summary should not exceed 500
words and this is excluded from the word count. The marks for the executive summary will
be awarded as part of the format and presentation marks.
Task One: Undertaking the marketing audit
When producing the marketing audit, candidates should identify the choice of scenario for
the marketing plan and provide a rationale for that choice.
It is necessary for candidates first to undertake the marketing audit that considers the
current and likely future challenges for the chosen organisation. Candidates are expected
to evaluate the current position of the chosen organisation by conducting a marketing audit,
which should evaluate both external and internal environments. This should be undertaken
through the acquisition of relevant information from a range of sources, and analysis using
appropriate marketing audit tools. Candidates are advised to use frameworks and models
that provide insight into the current position that enable strengths, weaknesses,
opportunities and threats to be established, particularly from the perspective of the selected
scenario. It is important that the marketing audit presents a detailed evaluation using the
marketing audit tools employed as the basis for discussion.
10. Marketing Planning Process Assignment Brief June 2013
Page 10
The marketing audit will form the evidence base of the situation in which the marketing plan
is developed, and should be relevant to the scenario (up to a maximum of six sides of A4,
text must be no smaller than font size 11, and tables, diagrams, schedules and charts must
use a font no smaller than size 8). The main findings of the marketing audit should be
summarised at the beginning of Task Two showing current and likely future challenges that
are to be incorporated into the marketing plan as a platform for the specification of
marketing objectives and strategy.
Task Two: Marketing Plan
A key element of the assignment is the production of a marketing plan which focuses on
EITHER a competitor’s digital marketing campaign OR addressing trends in an area where
performance could be improved for a chosen product or service. The marketing audit of the
situation facing the organisation will provide the evidence base on which the marketing plan
should be formulated.
Details of the marketing plan should be set out over the specified timescale and incorporate
all the necessary components of a marketing plan, based on the scenario. Matters to be
considered will include the operational and strategic elements of EITHER a competitor’s
digital marketing campaign OR addressing trends in an area where performance could be
improved for a chosen product or service. The availability of the organisation’s skills and
resources, and how these are to be deployed to achieve the desired outcomes, should be
addressed.
All the substantive components of a marketing plan should be included. However, the
marketing plan is likely to contain tables and schedules with details of, for example,
analysis, marketing activities, implementation processes, etc. As outlined in the brief,
schedules and tables (up to a maximum of three sides of A4) may be included in the
marketing plan and will not be included in the word count.
As already outlined, in the brief, a further three sides of A4 may be included as appendices
for extra tables and schedules, if required. However, these tables and schedules must be
specifically referred to within the main body of the marketing plan, no marks will be
awarded.
Please note, the font size for these tables and schedules should be no smaller than font
size 11 for text or font size 8 for text contained within diagrams, tables and illustrations.
Task Three: Evaluation Report
Candidates should produce an evaluation report that considers how the marketing planning
process can EITHER respond to a competitor’s digital marketing campaign OR address
trends in an area where performance could be improved for a chosen product or service,
and that includes an assessment of undertaking the marketing audit. Candidates should
also highlight potential barriers likely to be encountered when implementing the marketing
plan, and propose how these will be tackled.
When compiling the evaluation report, candidates should select the organisation on which
to base their assignment and produce a summary of the background to the organisation,
which should form an appendix. The evaluation report requires that candidates identify and
evaluate how the marketing planning process can support EITHER a competitor’s digital
marketing campaign OR addresses trends in an area where performance could be
improved for a chosen product or service. This should address the task using appropriate
arguments, which can be supported by theoretical and academic research that should be
cited in the evaluation report.
11. Professional Diploma in Marketing
Page 11
Additionally, within the evaluation report candidates should reflect critically on undertaking
the marketing audit from both conceptual and practical perspectives. An evaluation of how
it was undertaken, the sources used, difficulties in collecting specific information, gaps in
the data, methods of analysis, and the trade-off between time and value in the marketing
planning process should be considered.
Further requirements include justification of the segmentation, targeting and positioning
strategy adopted within the marketing plan, and finally, recognition of planning
implementation issues and solutions. For each of these aspects of the marketing planning
process, candidates are expected to incorporate in their evaluation report both theoretical
and practical insights into their application to the chosen context. The analysis of these
tasks may highlight specific issues associated with the external market, such as consumer
behaviour and competition, and particular internal issues, such as organisational
advantages or resource limitations.
Moreover, the nature of the organisational context, such as the size of the business,
whether it operates in service or product markets, and whether it has profit or non-profit
goals, may be relevant to both segmentation and implementation. Clearly, there is scope
for discussion of contextual issues within an appropriate theoretical framework.
In producing the evaluation report, it is important that candidates adopt a style and
structure that naturally leads to reporting on the outcomes of their work as a Marketing
Manager to a meeting of the organisation’s senior management. The format should be
consistent with the specific requirements of the tasks, and the balance of emphasis should
be guided by the weighting of each of the assessment criteria, as indicated in the mark
scheme.
A holistic approach to the evaluation report is expected, in which emphasis is given to
insightful analysis, originality and clarity of expression. At the same time, it is important that
a comprehensive marketing plan is systematically developed in the context of the
organisation and scenario. It is particularly important that due regard is given to the
conceptual underpinning of the way in which some of the key aspects of the marketing
planning process have been undertaken, and a critical perspective is provided on how this
has been applied in the setting of the chosen organisation.
12. Marketing Planning Process Assignment Brief June 2013
CIM Professional Diploma Grade Descriptors Level 6
Grade A Grade B Grade C Grade D
This grade is given for work that meets all of the
assessment criteria at Diploma level to secure at
least 70% and demonstrates a candidate’s ability
to:
This grade is given for work that meets all of the
assessment criteria at Diploma level to secure at
least 60% and demonstrates a candidate’s ability
to:
This grade is given for work that meets enough of
the assessment criteria at Diploma level to
secure at least 50% and demonstrates a
candidate’s ability to:
This grade is given for border line work that does
not meet enough of the assessment criteria at
Diploma level to secure a pass and is within the
band 45-49%. This may be due to:
Concept
30%
develop appropriate research strategies for both
primary and secondary research
selectively identify valid and relevant information
from a wide range of sources for the discipline
manage own learning independently
evidence comprehensive knowledge and
understanding of the marketing discipline at
Diploma level
synthesise and analyse new and/or abstract
information and data in the context of wide
ranging problems, using a range of appropriate
techniques
develop appropriate research strategies for both
primary and secondary research
identify and select valid information from a suitable
range of relevant sources for the discipline
manage own learning with minimal guidance
evidence detailed knowledge and understanding of
the marketing discipline at Diploma level
analyse new and/or abstract information and data
in the context of broadly defined problems, using
appropriate techniques
develop an appropriate research strategy
for both primary and secondary research
identify and select information using a minimum
number of resources for the discipline
manage own learning with support and guidance
evidence a satisfactory level of knowledge and
understanding of the marketing discipline at
Diploma level
analyse information and data in the context of
explicitly defined problems
an inability to develop an appropriate research
strategy for both primary and secondary research
insufficient sources of information being used to
underpin research
an inability to manage own learning effectively
repeating case material rather than evidencing
knowledge of the marketing discipline at Diploma
level
a lack of detail and argument when analysing
information for a specified task
Application 30% engage in effective debate in a professional
manner evidencing a comprehensive
understanding and application of key principles
produce detailed and coherent arguments in
response to well defined and abstract problems
using relevant vocational language
express ideas persuasively and with originality,
applying appropriate marketing terminology and
concepts accurately
apply a wide variety of illustrative examples to
underpin findings supported by references to
wider reading and learning resources to
exemplify points
evidence a sound understanding and application of
key principles
produce logical arguments in response to a given
brief using vocational language correctly
express ideas clearly, applying appropriate
marketing terminology and concepts accurately
apply a variety of illustrative examples to underpin
findings supported by some references to wider
reading and learning resources to exemplify points
evidence a basic understanding and application
of key principles
produce arguments in response to a given brief
using sufficient vocational language
outline ideas and concepts using appropriate
marketing terminology
include some illustrative examples to support
findings including minimum references to wider
reading and learning resources to exemplify
points
a lack of basic understanding of key principles
and limited application
insufficient and/or inappropriate use of marketing
terminology to explain ideas
limited development of ideas or concepts
few or no examples to support findings
Evaluation
30%
evaluate findings leading to incisive conclusions
and recommendations
produce reliable, valid and incisive conclusions
and recommendations, based on research
findings and analysis
evaluate findings leading to informative and reliable
conclusions and recommendations
produce reliable and informative conclusions and
recommendations, based on research findings and
analysis
evaluate findings leading to reliable but limited
conclusions
produce reliable but limited conclusions and
recommendations based on findings
little or no attempt to evaluate findings
superficial conclusions and recommendations
which lack depth
Time
Management, &
Presentation
10%
plan, review and complete work within the
specified deadlines/time allocated
an exceptional and professional standard of
presentation, format and tone
plan, review and complete work within the specified
deadlines/time allocated
a high standard of presentation, format and tone
complete work within the specified deadlines/time
allocated
acceptable presentation, format and tone
work not being completed within the specified
deadlines/time allowed
errors in presentation, format and tone