CIM Diploma

Project Management in Marketing

Michael G.Warner Chartered Marketer

Michael G. Warner

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Chartered Marketer

EMBA DipM FCIM FIDM

Chartered Marketer

EMBA DipM FCIM FIDM

Michael G.Warner Chartered Marketer

M.D. Snowpine Ltdwww.snowpineltd.com

M.D. Tulip Toys and Gifts Ltdwww.activitychest.com

3Michael G.Warner Chartered Marketer

Course Objectives

1. To deliver a cogent and coherent marketing project plan which is SMART enough for your employer to give you the required funding.

2. To follow the CIM guidelines so as not to throw away marks

3. To maximise the LSM on-line resources=

SUCCESS4Michael G.Warner Chartered Marketer

Step 1

• Choose either option A or option B by next week. You need to focus your work

• Check the resources available to you and get permission to use them.

• Create a work plan so that you build up data week by week and can turn it into information quickly

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The plan

Who –are weWhat – profit improvement

Where - geographicallyWhen - measurables

Why - satisfactionsHow - tactics

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The Market/ing Research Process• Define the Problem

• Research design

• Data Types and Sources

• Data Analysis

• Results Findings and recommendations

• Report /Presentations

• Decision

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2 types of Data

1. Qualitative – opinions but what is their value. Provides an understanding of how or why things are as they are. http://youtu.be/ipHiz6dzKFg

2. Quantitative –Quantitative research is numerically oriented, requires significant attention to the measurement of market phenomena and often involves statistical analysis. Can you manipulate the raw data set or is this information? http://youtu.be/gml1RfLNS5E

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INFORMATIONYOUR INTERPRETATION

Data DataData Data Data Data

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MIS"A marketing information system is a continuing and interacting structure of people, equipment and procedures to gather, sort, analyse , evaluate, and distribute pertinent, timely and accurate information for use by marketing decision makers to improve their marketing planning, implementation, and control“ Kotler

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Knowledge managementInternally – MIS and integrating functional IS’s

External sources – who provides the data the business needs and how is it fed in

• Knowledge Management is about;

– systems and technologies

– people and learning organisations

– processes, methods and techniques

– managing knowledge assets

– Wisdom11Michael G.Warner Chartered Marketer

Marketing Information • Without pertinent reliable accurate information decision making would be

impossible .

• Without information an intelligent analysis of the data the organisation is disconnected form its markets , suppliers , people , customers and future .

• The information strategy of the oprganisation must be kept up to ensure that changes can be anticipated monitored and acted upon .

• Only when marketing information is considered together can the whole picture be clear .

• The advantage in the marketplace does not simply come from carrying out research , it is about identifying , collating understanding , analysing and acting upon the many diverse sources of knowledge within an organisation.

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