Delivering Customer Value through Marketing Colin Linton Senior Examiner Exam briefing December 2013 / March 2014

Presentation title Introduction Colin Linton Senior Examiner Harley Davidson

Presentation title What is the point of the case study? -It provides a structured approach to analysis and assimilation of information. -Students gain an understanding of the background, markets, products etc. of featured markets and organisations. -To build an understanding of the key issues faced by a real organisation, ie. Harley Davidson. -It helps to develop thinking about how the marketer might address the issues identified. -Identify potential future direction. -Recommend how marketing can help. ?????

Presentation title Before the examination -Study the whole syllabus, reading widely. -Observe marketing in action; question and understand the marketing tools that organisations are using. -Allow sufficient time for revision. -Analyse the case material. -Practise applying the pre-prepared analysis in answers. -Look at past exam papers to gain an understanding of the types of questions set previously. -But do not ‘question spot’. -Read and digest previous senior examiner reports.

Presentation title The examination – The Tasks -Three tasks. -Task One is worth 50 marks. -Tasks Two and Three worth 25 marks each. -All tasks may be broken down. -All tasks are compulsory.

Presentation title The examination – Command words -Answers should be analytical and evaluative. -‘Descriptions’ and ‘lists’ will be unacceptable. -Most commonly used command words are: -Evaluate. -Analyse. -Examine. -Discuss. -Explain.

Presentation title The most common failings in the examination 1.Failing to answer the precise question set. 2.Failing to address the level of detail required. 3.Failing to apply the pre-prepared analysis in answers. XX X

Presentation title Conducting the analysis -Detailed examination of the case. -Dissect information. -Apply appropriate analytical tools. -Understand the issues. -Consider potential marketing actions.

Presentation title What tools and models?

Presentation title Applying the analysis - How not to do it ‘In this answer, the appropriate tools and models from my analysis are figures 1.3, 2.3, 5.7, 9.4.’ ‘The business will be impacted by the recession – please refer to my PESTEL analysis (figure 4.2.2).’ XXX

Presentation title Applying the analysis -Be clear about which specific part of the analysis is being referred to. -Use your analysis to support and reinforce points made within your answers. -Use your analysis as a basis for recommendations. -Your analysis must be applied in the context of the question, eg. ‘The global recession which has impacted the industry (please refer to my PESTEL analysis figure 4.2.2, line 10) has influenced Harley Davidson’s channel management by ’

Presentation title Please note... -Do not spend too long on your pre-prepared analysis (at the cost of study/revision). -There are no marks for the pre-prepared analysis; marks are awarded for applying the analysis within answers. -Use a wide range of analytical tools and models. -The pre-prepared analysis must not be used as a ‘crib sheet’ – may be viewed as an irregularity. -Students must not submit identical analysis – as above.

Presentation title Candidate’s role To review, for the Board: -Marketing communications planning and the use of marketing communications tools. -Channel management. -New product development. -Pricing. -Delivering customer value and service.

Presentation title Candidate’s role – Marketing communications You must be able to: -Develop a marketing communications plan for different customer segments. -Select, explain and justify appropriate marketing communications tools for different customer segments. -Explain how the effectiveness of different marketing communications tools can be measured. -Evaluate the use of technology in marketing communications. -Analyse the international considerations for marketing communications. -Consider issues impacting branding.

Presentation title Candidate’s role – Channel management You must be able to: -Explain various approaches to channel management. -Examine the impact of the external environment on the organisation’s channel management decisions. -Evaluate stakeholders and their needs in relation to the organisation’s channel management approach. -Analyse international considerations for channel management.

Presentation title You must be able to: -Examine the importance of product management to the organisation. -Apply the new product development process in the context of the organisation. -Analyse the main international considerations relating to product management. Candidate’s role – Product management

Presentation title Candidate’s role – Pricing You must be able to: -Analyse the factors that are likely to influence the organisation’s current and new products. -Explain the relationship between pricing and value. -Discuss the different approaches to pricing. -Examine the international considerations for pricing.

Presentation title Candidate’s role – Customer value and service You must be able to: -Analyse how the organisation applies the marketing mix (all seven elements) to deliver service to customers. -Explain how the organisation uses the marketing mix (all seven elements) to deliver customer value. -Examine service quality in the context of the organisation’s key customer segments.

Presentation title Problem areas from previous sittings To succeed you should avoid these shortcomings which have been a feature in weaker answers from previous examinations: -Poor/no use of the pre-prepared analysis. -One very weak answer, suggesting insufficient preparation in one area of the syllabus. -Low level of detail in answers. -Use of bullet points. -Answers too generic, ie answers must relate to Harley Davidson. -Case material is simply repeated in answers. -Poor time management. -Insufficient reference to theory. -No evidence of wider reading. -Little or no use of examples.

Presentation title Some final points 1.Do not waste time writing answers in report format, unless the questions specifically ask for it. 2.Your pre-prepared analysis must contain detail about the case, ie. it must not be a general ‘crib sheet’ of tools and models. 3.Do not exceed the maximum permissible page limit for your pre-prepared analysis. 4.Your pre-prepared analysis must be your own work.

Presentation title Good luck