2. Stakeholder Marketing Bob Hogg Level Verifier - Professional Certificate Assignment brief June 2014

3. Generic Mark Scheme – Professional Certificate EvaluationPresentation ApplicationConcept 40%30% 20%10%

4. How to use the theory you have learnt Gaining knowledge of marketing theories and principles is only of value if they can be used to: identify what an organisation has been doing in the past. analyse how effective that has been. evaluate options for what it should do next.

5. Introduction to the June briefs For these sittings, you have a choice of two options: How new media can help build B2C relationships The marketing mix and key stakeholder groups In choosing which option to use: read all of the assignment brief for each option. assess which brief gives you the best opportunity to apply your knowledge to the context of your chosen organisation.

6. Option One – How new media can help build Business-to-Customer (B2C) relationships Three tasks: Task One: Audit (up to 4 sides of A4) Task Two: Discussion paper (up to 1500 words) Task Three: Report (up to 2500 words)

7. Option One – How new media can help build Business-to-Customer (B2C) relationships Task One: Audit (up to 4 sides of A4) For an organisation of your choice, undertake an audit to identify: the key customers, their level of impact and influence. the organisation’s current relationship with the THREE customers with the most influence and impact. the organisation’s current marketing communications mix, including new media, targeted at the THREE key customers with the most influence and impact. the organisation’s main competitor and its current marketing communications mix, with specific reference to the use or lack of use of new media.

8. Option One – How new media can help build Business-to-Customer (B2C) relationships Task Two: Discussion paper (up to 1500 words) With reference to your audit findings, produce a discussion paper that: uses TWO relationship marketing concepts/models to assess your organisation’s current relationship with the THREE key customers with the most influence and impact. explains how TWO relationship marketing concepts/models could be used to maintain or develop your organisation’s current relationship with the THREE key customers with the most influence and impact. describes at least THREE new media available to your organisation, and how each could enhance communications with the THREE key customers with the most influence and impact.

9. Option One – How new media can help build Business-to-Customer (B2C) relationships Task Three: Report (up to 2500 words) With reference to your audit findings, produce a report that: evaluates your organisation’s current marketing communications mix in terms of its ability to develop its current relationship with the customer with the most influence and impact. recommends how new media could be used to further develop the organisation’s current relationship with the customer with the most influence and impact and differentiate the organisation from its main competitor. evaluates how the organisation could measure the effectiveness of these recommendations, should they be implemented.

10. Option One – How new media can help build Business-to-Customer (B2C) relationships Summary Task One – analyse the current situation. Task Two – discuss how key customer relationships can be developed and how new media can help. Task Three – make recommendations for developing customer relationships using new media and how to measure the success of those recommendations.

11. Option Two – The marketing mix and key stakeholder groups Three tasks: Task One: Audit (up to 4 sides of A4) Task Two: Presentation (up to 15 slides + up to 1500 words for speaker notes) Task Three: Report (up to 2500 words)

12. Option Two – The marketing mix and key stakeholder groups Task One: Audit (up to 4 sides of A4) For an organisation of your choice, undertake an audit to identify: the level of influence and impact of stakeholder groups, other than customers, relevant to your organisation. the organisation’s current relationship with the THREE stakeholder groups with the most influence and impact. the organisation’s current marketing mix and how it meets the needs of these THREE stakeholder groups with the most influence and impact, with specific reference to corporate social responsibility and ethical issues.

13. Option Two – The marketing mix and key stakeholder groups Task Two: Presentation (up to 15 slides + up to 1500 words for speaker notes) Produce a presentation of 15 slides, with speaker notes, that includes: an outline of the concept of stakeholders/stakeholder groups. an explanation of TWO methods of categorising/assessing an organisation’s stakeholders, and evaluation of how these methods enable organisations to identify their potential influence. an evaluation of your organisation’s current relationship with each of its THREE most important stakeholder groups (other than customers).

14. Option Two – The marketing mix and key stakeholder groups Task Three: Report (up to 2500 words) With reference to your audit findings, produce a report that: explains the main mission/values of your organisation’s most important stakeholder group (other than customers), including reference to any specific interest they have in corporate social responsibility and ethical issues relevant to your organisation. recommends changes to the current marketing mix that would enable your organisation to more extensively meet the needs of its most important stakeholder group, in terms of their interest in corporate social responsibility and ethical issues, while at the same time having no adverse effect on the customer/consumer. evaluates the impact these changes would have on your organisation’s current relationship with this stakeholder group, including their potential to give your organisation a competitive advantage. identifies any challenges you may face in gaining organisational support and funding for your recommendations.

15. Option Two – The marketing mix and key stakeholder groups Summary Task One – analyse the current situation. Task Two – assess the importance of stakeholders and the organisation's relationships with them. Task Three – well-justified marketing mix recommendations to improve stakeholder relationships and overcome organisational support challenges.

16. Some hints on format and presentation Relate word count to the marks available. Make good use of relevant theories/concepts. Justify any recommendations you make. Follow the required specific format for each Task. Use professional business tone – third person recommended (not “I”, “you” etc.). Use professional business layout – headings and sub-headings to guide the reader. Use the Harvard referencing system. Check out the CIM Learning Zone for further guidance: http://tiny.cc/r2sycx

17. And finally......enjoy undertaking your assignment and good luck!