Managing Marketing Andrew Sherratt Senior Examiner Assignment briefing December 2013 / March 2014

Presentation title Presentation Objectives To explain the requirements of the assignment options. To improve your ability to prepare your submission for the assignment in order to increase likelihood of passing. To enable you to plan your work for the assignment.

Presentation title Assignment options 1.Development of an Internal Marketing Programme to improve Customer Service –Develop an internal marketing plan to communicate the requirement for integrated and co-ordinated activities to ensure the highest possible levels of customer service are delivered by the organisation. 2.New Product Development to take Advantage of Evolving Markets –Improvement of the processes and teams involved in the new product development process, enabling advantage to be taken of evolving markets by the organisation.

Presentation title Common requirements Executive summary –A summary of the actual content which has been included in the report. –500 words maximum, excluded from word count. Report format –Professional, formal report suitable for presentation to the senior management team. –Does need referencing for any concepts included. Description of the marketing function/department –1 side A4 maximum plus department structure diagram.

Presentation title Common requirements Presentation –Professional, informative presentation with good graphics and speaker notes to demonstrate how the meeting will be run. –20 slides. Justification of presentation and report style –300 words maximum.

Presentation title Assignment Option One Development of an internal marketing programme to improve customer service –Demonstration of the current organisation structure and how it links to the ability to deliver customer service, considering the current customer service performance of the organisation. –An internal marketing plan to communicate the requirements for improved customer service to all employees of the organisation. –Prioritisation of the activities of the marketing team to deliver the requirements of the internal marketing plan. –A cost benefit analysis of the internal marketing to demonstrate cost effectiveness.

Presentation title Development of an Internal Marketing Programme to Improve Customer Service Task One –Critically evaluate the current organisational structure for customer service. –Determine the current performance of customer service operations. Task Two –Produce internal marketing plan that communicates recommendations to improve customer service levels. –Determine the methods to encourage the adoption of recommendations and continuous improvement across the wider organisation. Task Three –Propose approaches to the management and coordination of teams. –Establish performance measurement standards based on objectives.

Presentation title Development of an Internal Marketing Programme to Improve Customer Service Task Four –Cost benefit analysis for the internal marketing programme. –Demonstrate how effective cost control can create value for the organisation. Task Five –Justify design and style of presentation and report presented. –Create a presentation and report to build internal relationships and enable the delivery of an effective meeting.

Presentation title Assignment Option Two New Product Development to take advantage of evolving markets –Improve the processes and teams involved in the new product development process to take advantage of evolving markets related to the current offerings of the organisation. –Forming and managing a team which will concentrate on product development whilst working cross-functionally. –Consider efficiency of the new product development process, budget and information requirements for a thorough process. –Consideration of performance measures for products developed - both market and financial.

Presentation title New Product Development to Take Advantage of Evolving Markets Task One –Evaluate current product range performance. –Profitability now and future, recognising changes in marketing environment. Task Two –Identify skills needed for successful product development: where they will be found. consideration of the roles of the team members. –Sourcing the team for efficient and effective product development. Task Three –Proposed approaches for managing and co-ordinating cross-functional team. –Innovative and effective performance measuring and monitoring of product development team.

Presentation title New Product Development to Take Advantage of Evolving Markets Task Four –Justified identification of budget setting methods and sources of data to calculate a budget. –Develop justified budget to gain approval of the recommendations made. –Critically analyse information to monitor marketing financial performance through new product development. Task Five –Justify design and style of presentation and report presented. –Create a presentation and report to build internal relationships and enable the delivery of an effective meeting.

Presentation title Good assignments Answer the requirements given in the brief for all tasks. Apply theory well to the specific context of the organisation and the area being discussed. Critically evaluate where requested. Demonstrate depth of thinking in terms of the implications of proposals made. Give justified recommendations after evaluation of options. Are professionally presented. Promote the profession of marketing as a substantial contributor to organisation success.

Presentation title A final common requirement for the briefs