The Marketing Manual (Cim Professional.)
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Senior Management has given you the responsibility of developing a new product or service proposition, with a view to improving the organisation s market perception. They need to understand how the proposed new product or service proposition will add value to the overall marketing strategy and improve market perception for the organisation.
The strategy audit should consider the current and likely future marketing challenges for the chosen organisation and provide a rationale which the audit and plan will address. It will also provide an evidence base for the development of the strategic marketing plan. A key element is the production of a strategic marketing plan based on the chosen organisation, which should be set out over a three year period incorporating all the necessary components of a marketing plan.
Matters to be considered will include the operational and strategic elements of the organisation relevant to improving market perception the availability of the organisation s skills and resources, and how these elements are to be implemented to achieve the desired outcomes. Complete all elements of the marketing planning structure and organisation summary as defined below. The available marks are shown alongside each part of the sub-task. Read all instructions and sub-tasks carefully before attempting them.
NO executive summary is required as part of the planning framework. Candidates should retain a focus on the theme of the marketing plan, and ensure the plan aims to deliver an improvement within this specific area of performance. Candidates should ensure the marketing plan includes clear headings relevant to the specific sections detailed in the sub-tasks.
FIVE marks will be awarded for the organisation summary, which will form part of the preparatory work, using the headings supplied as guidance. This is included in the marks allocated to Task 1. Where required to do so, candidates should refer to content within their organisation summary and marketing plan to support their answers to the examination.
A hard copy of the organisation summary and marketing plan must be taken to the examination and attached to the examination script. The organisation summary and marketing plan should be completed in a minimum of font size 11, with tables, diagrams and charts in a minimum of font size 9.
The organisation summary and marketing plan should be completed using the following page setup: Appendices should not be included. The organisation summary and marketing plan are worth 40 of the overall marks for this assessment. For your own organisation, or an organisation of your choice, you have been asked to produce a three-year strategic marketing plan that will lead to developing a new product range or service proposition, to improve the perception of the organisation within its marketplace.
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Your marketing plan can follow a planning framework of your choice; however, it should cover the following elements: The following headings must be included: Other information relevant to the assessment brief may be included within the one side of A4 paper limit if it is felt that this information would assist the examiner in understanding the organisation. This should cover at least the marketing mix elements, plus any other relevant tactical tools. The internal audit may include resources and assets, culture, innovation and branding strategy.
The candidate should also appraise the organisation s ability to prioritise the importance of external and internal intelligence. Tactics This section should cover all tactical tools the 7Ps of Marketing Mix for implementing the marketing plan. Controls and measures This section should include an analysis of the critical success factors that are key to controlling the marketing plan s implementation.
Measurements should include financial, resources and time-based measures. Integrated Communication Integrated Communication is a credit mandatory module which sits within the suite of Level 4 modules. Digital Strategy Digital Strategy is a credit elective module which sits within the suite of Level 6 modules.
Strategic Marketing Strategic Marketing is a credit mandatory module which sits within the suite of Level 6 modules. Mastering Metrics Mastering Metrics is a credit mandatory module which sits within the suite of Level 6 modules. CIM Regulations Candidates must ensure that they. December The assessment comprises TWO parts: The changes generally represent only minor.
CIM Level 6 Diploma in Professional Marketing - PDF
RPL recognises that you may already have the skills and knowledge needed to meet national competency standards. Do not begin writing. Some of the answers that follow are fuller and more comprehensive than would be expected from a well-prepared.