Managing Marketing Assignment briefing June and September 2013

1. Managing MarketingAssignment briefing June and September 2013 Andrew Sherratt Senior Examiner Professional Diploma

2. Presentation Objectives • To explain the requirements of the assignment options • To improve your ability to prepare your submission for the assignment in order to increase likelihood of passing • To enable you to plan your work for the assignment

3. Assignment options • Improving Information for Marketing • Investigate current information available for supporting marketing activities to enable recommendations to be made for improvements to information for the future. • Developing the Role of the Operational Marketing Manager • Development of operational marketing through changes to the structure and team involved in marketing to bring benefits to the organisation.

4. Common requirements • Executive summary • A summary of the actual content which has been included in the report • 500 words maximum, excluded from word count • Report format • Professional, formal report suitable for presentation to the senior management team • Does need referencing for any concepts included • Description of the marketing function/department • 1 sides A4 maximum plus department structure diagram

5. Assignment Option One • Improving Information for Marketing • Broad interpretation of information covering formal and informal sources, considering all the information which is available to support marketing activities • Evaluation of the team involved in the generation of information and management activities for the team involved to improve information for marketing • Performance measurement and budgets for information to ensure it is cost effective in the future.

6. Improving Information for Marketing • Task One • Audit of information sources used for marketing purposes • Productivity analysis of the information process • Task Two • Team involved in information generation • Changes needed to provide the required information • Team management issues • Task Three • Potential team conflict and overcoming causes • Change management for resolution of conflict in the team

7. Improving Information for Marketing • Task Four • Performance measurement and management standards • Measuring plans against the standards • Internal marketing for information management • Task Five • Critical evaluation of information for budgets • Internal and external data sources • Task Six • Development of system to monitor, evaluate and report on financial performance of information activities • Performance standards to improve performance

8. Improving Information for Marketing • Overall requirement is to demonstrate • Audit current information sources • Evaluate the team involved in information generation whilst recommending improvements • Conflict identification and resolution • Performance measurement of the team with internal marketing plans • Critical evaluation of information sources for budgeting • Monitoring financial performance of marketing information activities

9. Assignment Option Two • Developing the Role of the Operational Marketing Manager • Enhancing the recognition of the marketing function in the organisation • Developing the structure and team involved with marketing to develop operational management • Building a business case for the changes required and on-going activities after implementation • Personal Development Plan for the operational marketing manager

10. Developing the Role of the Operational Marketing Manager • Task One • Evaluate difference between management and leadership • Current role of the operational marketing manager • Task Two • Critically evaluate current organisation structure for delivering marketing with recommendations for improvement • Task Three • Establishing and building the marketing team • Sourcing appropriate team

11. Developing the Role of the Operational Marketing Manager • Task Four • Prepare a budget to develop the role of operational marketing • Evaluate information sources for the budget • Task Five • Establish systems to monitor financial performance of operational marketing with the revised role • Standards of performance to compare budget with actual • Task Six • Personal development plan for the operational marketing manager • Business case for the recommendations

12. Developing the Role of the Operational Marketing Manager • Overall requirement is to demonstrate • Management v leadership with current situation • Ability of the current structure to deliver marketing and recommended changes • Building a team to improve operational marketing performance • Budget for recommended changes • Performance monitoring systems for the recommendations • Business case for implementation

13. Good assignments • Answer the requirements given in the brief for all tasks • Apply theory well to the specific context of the organisation and the area being discussed • Demonstrate depth of thinking in terms of the implications of proposals made (or what happened for option one) • Give justified recommendations after evaluation of options • Are professionally presented • Promote the profession of marketing as a substantial contributor to organisation success

14. A final common requirement for the briefs