2. Marketing Planning Process Deirdre Makepeace Level Verifier – Professional Diploma Assignment briefing June and September 2014

3. Presentation Objectives What is required for this assignment. Generic mark scheme. The syllabus. Instructions task by task. Secrets of success.

4. Option One To develop a marketing plan to: – Improve conversion rate by x% (as stated by the candidate, including the timescale) of the target audience from initial enquiry through to purchase the product or service. – Increase brand awareness by x% (as stated by the candidate, including the timescale) through the use of digital methods and techniques. Option Two

5. Generic Mark Scheme – Professional Diploma EvaluationPresentation ApplicationConcept 30% 10%

6. A word about words… Outline Explain Assess Analyse Evaluate Critically analyse Recommend

7. Syllabus – Marketing Planning Process The organisation as an open system Where marketing fits in to the organisation Internal and external influences Importance of marketing planning (25%) The auditing process An evaluation of the marketing environment The SWOT analysis Conducting a marketing audit (30%) The role and purpose of marketing planning Marketing strategies to develop competitive advantage The production of a structured marketing plan Developing a marketing plan (25%) Marketing planning in the organisational setting Critically evaluating competitive strategies Barriers and constraints to successful marketing planning Evaluating the marketing planning process (20%)

8. Assessment Structure THREE tasks to answer in sequence. Task One –Marketing Audit (10%) Task Two –Marketing Plan (40%) Task Three –Evaluation Report (40%) Format and Presentation –Executive Summary, Harvard Referencing (10%)

9. Task One : Marketing Audit Evidence base for the Marketing Plan. Related to the scenario. Analysis of internal and external information. Range of sources. Relevant audit tools, models and frameworks. Short summary after each model.

10. Task One Cont… The information required to thoroughly assess the current situation and likely future challenges. Objective. Presentation.

11. Task Two: The Marketing Plan Summary and evaluation of audit. Relevance to scenario. Context and timescales. Constraints. SOSTAC. Word count. Use of tables and charts.

12. Task Three: Evaluation Report Evaluation of marketing planning process not the plan Four sections –Benefits of the marketing planning process. –The role of the audit in the marketing planning process. –Appropriateness of competitive strategy. –Issues and resolution.

13. Task Three: Evaluation Report Critical evaluation. Relevance, validity and reliability of sources. Issues. Use of examples to illustrate points. Four sections of equal marks. As important as other sections in the assignment.

14. Logical process Information gathering – presentation of analysis as an audit Key points and conclusions of the audit as the foundation for a structured marketing plan Critical evaluation of the marketing planning process and it’s components

15. Format and presentation Professional tone and relevance to task. Executive Summary. Word Count. Appendices. 2 page background to the organisation. Referencing (Harvard).

16. Summary – secrets of success Consistency – ensure relevance to the task scenario throughout. Be familiar with the key components of the marketing planning process and in particular, what’s in a standard marketing plan. Aim for the right balance of theory and practice. A practical ‘on the ground’ approach with a realistic understanding of challenges. Clear referencing (Harvard).

17. Resources Study Text Core Texts Full reading list cimlearningzone.co.uk Senior Examiner reports cimlearningzone.co.uk

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