2. Emerging Themes Dr Yasmin K. Sekhon Level Verifier – Post Graduate Diploma Assignment brief June and September 2014

3. Agenda 20-30 minutes Overview of Syllabus Generic mark scheme Assignment Theme Assignment Structure Instructions task by task Format and Presentation Senior Examiner Feedback Summary - Tips

4. Syllabus – Emerging Themes Critically evaluate macro-environmental emerging themes and assess/forecast their potential impact upon one specific sector or industry. Critically evaluate macro-environmental themes and assess/forecast their potential impact upon a specific sector or industry. Macro Emerging Themes Judge the importance of a range of emerging themes to a particular organisation. Develop contemporary strategic marketing and business responses to a prioritised emerging theme. Propose methods by which marketing professionals can anticipate and adapt to change. Micro Emerging Themes

5. Generic Mark Scheme – PG Diploma EvaluationPresentation ApplicationConcept 15%30% 45%10%

6. Assignment Focus Discussion paper – International conference/seminar for senior marketing practitioners. Critical evaluate an emerging theme arising from the changing marketing environment and its impact on a selected sector or industry. Press Release.

7. Assignment Structure Three tasks in total Task One – 10% Task Two – 70% Task Three – 10% Format and Presentation – 10%

8. Task 1 Critically research your chosen macro-environmental change (emerging theme). Establish the potential impact this change may have on the sector/industry. Use a range of relevant and credible secondary sources. In a table summarise the various sources, brief notes on credibility, reliability and merits of the different sources.

9. Task 2 Discussion paper – International conference/seminar for senior marketing practitioners. Build on research undertaken in task 1. Identify and critically assess, through the use of published evidence ONE macro environmental change (an emerging theme) – potential to bring about fundamental change to the nature of a sector/industry.

10. Task 2 Critically evaluate how that macro-environmental theme will bring about change to ONE of the following: –Consumer Behaviour –Nature/structure of competition OR –Nature/structure of supply chains. Recommend and justify ONE appropriate strategic marketing response. Predict how marketing professionals will need to adapt their skills, attitudes and behaviours based on your recommendations.

11. Task 3 Press release. Industry trade press. Summary of key points and potential impacts covered with the discussion paper.

12. Format and presentation Professional tone and relevant format needs to be applied to the individual tasks. Identify and acknowledge ALL sources/methodologies/applications used. Use the Harvard referencing system. Make appropriate use of appendices. Ensure you undertake the appropriate research and reading and then reference accordingly. Closely follow the guidelines in terms of format, e.g. discussion paper/press release for trade industry press.

13. Senior Examiner Feedback Always read the assignment carefully and make sure all elements of the task are covered. Read widely, it becomes very clear those that read widely and are able to apply this to their answers. Make justified recommendations. Ensure critical thinking is demonstrated in the answers. Ensure for Task 1 the sources identified have been appropriately evaluated. Ensure Task 2 is strategic rather than tactical in nature. Task 3 requires a press release for the trade industry press, candidates need to produce a simple, clear and concise press release and give the editor a reason for reading the first paragraph. Candidates should familiarise themselves with the style and content of the press release in relation to their industry trade press. Use Harvard referencing.

14. Summary – Tips Ensure the all parts of the task are completed. Familiarise yourself with the syllabus. Ensure you are able to apply and contextualise your answers to the task. Refer to the Senior Examiners’ web reports they provide valuable information on previous assessments and general feedback related to the unit.

15. Thank you for watching/listening