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Welcome to the Managing Marketing Assignment Webinar - 7 October 2010

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Welcome

Your webinar presenter tonight isGill Waters

Webinar content for this evening:A look at the December 2010/March 2011

assignment

CIM PROFESSIONAL DIPLOMA IN MARKETING

MANAGING MARKETING

ASSIGNMENT WEBINAR

7th October 2010

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Learning Objectives

By the end of this webinar, students will:

• Understand the requirements of the assignment process, knowledge, understanding and key skills required

• Be able to identify the most appropriate option for assessment purposes

• Understand the scale of work required to meet submission deadlines

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TWO OPTIONS

Option 1

• Managing the New Product Development (NPD) Process to take Advantage of Changing Markets

Option 2

• Developing the Role of Marketing in the Organisation

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CIM Assignment Route

• Format - formal report:– Executive summary - Up to 500 words - not in

wordcount– Suitable for presentation to Senior Management

• word count, referencing, bibliography, appendices

• Final presentation, Identification & Documentation

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Attention to detail

• Identify/acknowledge sources and methodologies - avoid plagiarism

• Ensure all diagrams fully labelled and applied

• Business English - not 1st person singular or plural (I/We)

• No ‘thinks’ ‘hopes’ ‘feels’ statements - justify and evidence

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KEY POINTS

• Read the brief thoroughly

• Adopt the correct format/context/ role/scenario

• Ensure you address the tasks set

• Check assessment criteria (p.8)

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Key Terms

• Assessment - strengths and weaknesses

• Critical assessment - with reference to alternative perspectives/approaches

• Evaluation - who, what, where, why, when .... and how effective/efficient was it?

• Critical evaluation - as above, with reference to alternative perspectives/approaches

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Additional Points

• Overview of Organisation:

– Legal Classification - PLC, Ltd, LLP, NFP etc)– Product(s) or Service(s) offered– Target market(s)– Structure of the Organisation

No marks - just to give context

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Option 1 - MANAGING NPD PROCESS TO TAKE ADVANTAGE OF CHANGING MARKETS

• Read the guidance notes carefully - pages 9-10

• All six tasks compulsory - 15%, 20%, 10%, 15%, 15%, 15% - with 10% F & P

• Discuss choice of this option with your assignment tutor

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Context, Role & Objectives

• Signs of global recovery from economic downturn

• Marketing Director has asked you (Marketing Manager) to propose organisational approach for the development of either:– A range of product enhancements OR– A new product

To take advantage of opportunities now available

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Task 1 - 15%

• Briefly describe:– current product/service range offering– current NPD process

• Recognise (identify) improvements required in both areas to take advantae of changing markets

• Word Count - approx 670

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Tasks 2 - 20% & 3 10%

• Identify the range of skills and capabilities that will be required in the NPD team

• Explain how best to source & develop people/successful team

• Word count task 2 - 1,350 approx

• Critically evaluate Marketing’s cross functional relationships• Illustrate how relationships can be used to enable

organisation-wide input into current & future NPD

• Word count task 3 - 660 approx

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Tasks 4 15% & 5 15%

• Develop range of measures to assess NPD - team performance

• Factors to evaluate success of process and outcomes

• Word count task 4 - 1,000 approx

• Produce an appropriate, fully justified, budget for the team elements of NPD activities

• Word count task 5 - 1,000 approx

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Task 6 10%

• Establish effective cost management process for NPD to measure variances, identify causes and recommend appropriate corrective action

• Word count task 6 - 1,000 approx

• Format & Presentation - 10%

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Key models & frameworks for Option 1 • Economic & International

factors• Product Leadership (Piercy)• NPD Process• Product portfolios e.g. BCG• PLC, Diffusion of Innovations• Total Product Concept• Organisation Structures• Belbin, MBTI• Team formation &

development• Team Leadership &

Management (e.g. Adair)

• Motivation (process theories)• Performance Management• Balanced scorecard• Value chain analysis• Metrics for new products

– See BH 244-246

• Methods for setting budgets• Cost Benefit Analysis• Budgetary Monitoring &

Control Methods• Variance Analysis• Contingency planning

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Option 2 - Developing the Role of Marketing in the Organisation

• Read the guidance notes carefully

• All five tasks compulsory - 15%, 20%, 25%, 15%, 15% with 10% F & P

• Discuss choice of this option with your assignment tutor

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Context, Role & Objectives

• Recognising Marketing’s Role in the Organisation

• Marketing Director asked you (Marketing Manager) to detail how:

– the role of marketing can be developed to gain recognition due– change management techniques will be used to achieve this– to achieve a balance of management and leadership– to promote the recommended changes through internal marketing.

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Task 1 15%

• Critical evaluation of current structure and role of marketing

• Identify improvements that can be delivered, minimising conflict within the marketing team and wider organisation

• Word count - 1,000 approx.

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Tasks 2 20% & 3 25%

• Critical evaluation of difference between Management and Leadership in marketing context

• Changes to be made to Management & Leadership styles to develop marketing in organisation

• Word count task 2 - 1,350

• Internal Marketing Plan to encourage adoption of revised role for marketing across the organisation

• Word count task 3 - 1,670

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Tasks 4 15% & 5 15%

• Team Development & Talent Management Plan - cohesive & high performing team ref: Marketing Manager’s role

• Word count task 4 - 1,000

• Recommendations - Appropriate systems to monitor, evaluate & report on financial performance of marketing operations & associated activities against budget for revised role

• Word count task 5 - 1,000

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Key models & frameworks for Option 2

• Structures:– Ch.1 BH & Table 6.1– Morgan (1989)

• Role of Marketing:– including level - tactical,

operational, strategic

• Managing change:– Kotter, Bacal, Lewin, Newton,

Senior, Carnall, Burnes– Recipe for successful change – Tannenbaum & Schmidt– Internal Marketing– Motivation, esp. process

• Management & Leadership:– XY, Consultative, Autocratic,

Democratic, Laissez-faire, Transformational

– Mintzberg roles (1973) & Stewart (1967)

– Power - Handy (1993)– Adair - action centred leadership

• 7Ps internal marketing – Ahmed & Rafiq (2002) p.154

• Job analysis, design, enlargement, enrichment, training & development, training needs analysis

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Key models & frameworks for Option 2 - continued

• Marketing manager - intrinsic motivators

• COMMANDER• Managing conflict -

Pedler, Blake & Mouton• Cohesive teams -

Groupthink (Janis)• Performance metrics:

– Budget variance

• Internal variance:– Impact of marketing

strategy:• volume variance• price variance• product mix variance

• Performance standards:– CMO Council (p.244)– KPI - table 9.3– Marketing metrics - table

9.4– Sources of data

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ANY QUESTIONS?

If you could like a copy of these slides, please email

janey@oxfordcollegeofmarketing.ac.uk