cim postgraduate marketing

7/30/2019 CIM Postgraduate Marketing

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Learning objectives

To understand the challenges andpractical problems associated with

environmental scanning and monitoring

To define and scope the market to scan

To use a range of methods and tools to

help with environmental analysis To begin the process of analysing your

sector and market


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Social, green and digital marketing

Customer power and ethicalconsumption

Collaboration, disintermediation andcompetition


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Task 1:

What type of changes are happening

at your business/industry? What are the different changes in

your business that are not

mentioned?


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Assessing the marketplace Industrial level sensing Trend analysis Expert forecast (secondary data:

interview, reports, news)

Discuss: What are the key issues anddebates in your businesss microenvironment?


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Highlight and identify thesignificance of the possible impact

on your businessPlan for the likely for those may havea significant impact

Reject the unlikely or less significant.


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Competitive analysis:

Porters Five Force

McDonald and Dunbars (2004)market maps.


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Read journal articles by Michael E.Porter,

1)The five competitive forces shapestrategy

2)How competitive forces shapestrategy


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Relating to Porters Five Forces theory,use competitor analysis to conduct acompetitive analyse for yourindustry/sector;

1) Highlight the impact of thesecompetitive forces to your company.

2) Discuss: Why is competitive analysis soimportant?


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Task 3:

What are the implications of

competing for time and attention inyour market?

How might your marketing strategies

and tactics have to change toaccommodate the above?


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Considering your organisation, how do thesetwo themes impact on the way yourbusiness operates?

How do these changes impact thebusiness strategy?

How do they impact on your customers

and suppliers? How does it impact the marketing

professional?


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An example of CSR as a differentiator


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CSR policies making New product development planning CSR activities development skills training Cross functional communication and

implementation of CSR policies

Other issues Environment Ethical trading

Ethical marketing Diversity Community


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Assess yourself against the scale of CSRstrategy and the implications it has foryour business

How is the emerging CSR agendaimpacting on your sector?

What are the opportunities and threatsit might generate?


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Five areas of challenge for M&S to face asretailer:

Climate change

Waste Sustainable Raw Materials

Health

Being a Fair Partner

Answer the following questions:1. How is the emerging CSR agenda impacting on your sector?2. What are the opportunities and threats it might generate?


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Ethical marketing Code of conduct Sector specific

Also consider: How this may change in the future How your business react those changes How individual react to those changes?


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The role of marketing professionals Conducting market research Assessing the customer needs and changes

in the marketplace Predicting trends, opportunities and threats New skills development for individual:

reacting to change and preparing for future


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Who are the key names/authors? Why are they discussing those trends /

issues? What is the latest

theory/discussion/debate in the specificsector/field?

How would you react to those issues asmarketer?


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Identify the key themes( two themes)

What is the relationship between the two

themes? What is the impact at organisational level?

What is the impact at individual level?

What are your recommendations?


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Read article: Triple bottom line, inrelation to your own organization,

discuss (5 mins) :What are the risks/benefitsassociated with the emerging

themes?What are the business strategiesexplored in the paper?

cim postgraduate marketing

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