Transcript CIM strategy implementation Change programme

Marketing Planning Process
Professor Neil Towers
Senior Examiner
Assignment brief
December 2013/March 2014
Presentation title
Aim
• To maximise your potential from the Marketing Planning
Process (MPP) assignment brief for December 2013 and
March 2014.
Assignment Brief
Presentation title
• Choice of two scenarios:
• Scenario One: To reduce customer churn by x% (stated
by the candidate) through a specified customer retention
strategy
or
• Scenario Two: To increase social media engagement by
x% (stated by the candidate) to improve customer loyalty.
Interpreting Scenario One
Presentation title
• To reduce customer churn by x% (stated by the candidate)
through a specified customer retention strategy.
• ‘Customer churn’ and the specified ‘customer retention
strategy’ - broad interpretation.
• In this context: customer churn is the number of customers
lost to the company, segment or sector. However with all
answers to all tasks it is important to define the context
within the introduction.
Interpreting Scenario One
Presentation title
• Applied to any type of organisation or context including:
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private sector
public sector
third sector
B2B
B2C
Interpreting Scenario Two
Presentation title
• To increase social media engagement by x% (stated by
the candidate) to improve customer loyalty.
• Social Media engagement:
– The focus in on the engagement of a social media rather than its
technical capabilities.
• The % increase should be clearly stated and the
improvement should be clearly explained. The
interpretation of how the customer loyalty is assessed
must be also clearly stated.
Assessment Structure
• THREE tasks to answer in sequence.
• Task One
– Marketing Audit (10%)
• Task Two
– Marketing Plan (40%)
• Task Three
– Evaluation Report (40%)
• Format and Presentation
– Executive Summary, Harvard Referencing (10%)
Presentation title
Presentation title
Task One: Marketing Audit
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Related to the scenario.
CIM BPP Official Study Text.
Key definitions.
Relevant audit tools, models and frameworks.
Short summary statement after each presented model.
Presentation title
Marketing Audit
Helpful Tips:
• Thorough understanding of audit tools.
• Related to the scenario.
• Evaluate current position.
• Information sources.
• Relevance of models and tools.
Presentation title
Marketing Audit
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Evidence base for the Marketing Plan.
Related to the scenario.
Current and likely future challenges.
Objective results.
Short summary after each model.
Explanation for the causes of progression.
Presenting the audit.
Task Two: The Marketing Plan
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Summary of audit.
Context and timescales.
Critique and analysis based on audit findings.
SOSTAC.
Constraints.
Relevance to scenario.
Word count.
Use of tables and charts.
Presentation title
Presentation title
Task Three: Evaluation Report
• Evaluation of marketing planning process not the plan
• Four sections
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Benefits of the marketing planning process.
Auditing the audit process.
Appropriateness of competitive strategy.
Issues and constraints.
Presentation title
Task Three: Evaluation Report
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Critical evaluation.
Relevance, validity and reliability of sources.
Difficulties encountered.
Gaps in data.
Use of examples to illustrate points.
Four sections of equal marks.
As important as other sections in the assignment.
Format and Presentation
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Presentation title
Professional tone and formatting.
Relevance to tasks.
Use of supporting concepts and frameworks.
Referencing.
Students never plan to fail they simply fail to plan.