MM Assignment briefing - Jun-Sep 2013

Managing MarketingAssignment briefing June and September 2013Andrew SherrattSenior ExaminerProfessional Diploma

Assignment briefs for June - September 20131Presentation ObjectivesTo explain the requirements of the assignment optionsTo improve your ability to prepare your submission for the assignment in order to increase likelihood of passingTo enable you to plan your work for the assignment

Assignment optionsImproving Information for MarketingInvestigate 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 ManagerDevelopment of operational marketing through changes to the structure and team involved in marketing to bring benefits to the organisation.

3Common requirementsExecutive summaryA summary of the actual content which has been included in the report500 words maximum, excluded from word countReport formatProfessional, formal report suitable for presentation to the senior management teamDoes need referencing for any concepts includedDescription of the marketing function/department 1 sides A4 maximum plus department structure diagram

4Assignment Option OneImproving Information for MarketingBroad interpretation of information covering formal and informal sources, considering all the information which is available to support marketing activitiesEvaluation of the team involved in the generation of information and management activities for the team involved to improve information for marketingPerformance measurement and budgets for information to ensure it is cost effective in the future.

5Improving Information for MarketingTask OneAudit of information sources used for marketing purposesProductivity analysis of the information processTask TwoTeam involved in information generationChanges needed to provide the required informationTeam management issuesTask ThreePotential team conflict and overcoming causesChange management for resolution of conflict in the team

6Improving Information for MarketingTask FourPerformance measurement and management standardsMeasuring plans against the standardsInternal marketing for information managementTask FiveCritical evaluation of information for budgetsInternal and external data sourcesTask SixDevelopment of system to monitor, evaluate and report on financial performance of information activitiesPerformance standards to improve performance

7Improving Information for MarketingOverall requirement is to demonstrateAudit current information sourcesEvaluate the team involved in information generation whilst recommending improvementsConflict identification and resolutionPerformance measurement of the team with internal marketing plansCritical evaluation of information sources for budgetingMonitoring financial performance of marketing information activities

8Assignment Option TwoDeveloping the Role of the Operational Marketing ManagerEnhancing the recognition of the marketing function in the organisationDeveloping the structure and team involved with marketing to develop operational management Building a business case for the changes required and on-going activities after implementationPersonal Development Plan for the operational marketing manager

9Developing the Role of the Operational Marketing ManagerTask OneEvaluate difference between management and leadershipCurrent role of the operational marketing managerTask TwoCritically evaluate current organisation structure for delivering marketing with recommendations for improvementTask ThreeEstablishing and building the marketing teamSourcing appropriate team

10Developing the Role of the Operational Marketing ManagerTask FourPrepare a budget to develop the role of operational marketingEvaluate information sources for the budgetTask FiveEstablish systems to monitor financial performance of operational marketing with the revised roleStandards of performance to compare budget with actualTask SixPersonal development plan for the operational marketing managerBusiness case for the recommendations

11Developing the Role of the Operational Marketing ManagerOverall requirement is to demonstrateManagement v leadership with current situationAbility of the current structure to deliver marketing and recommended changesBuilding a team to improve operational marketing performanceBudget for recommended changesPerformance monitoring systems for the recommendationsBusiness case for implementation

Good assignmentsAnswer the requirements given in the brief for all tasksApply theory well to the specific context of the organisation and the area being discussedDemonstrate depth of thinking in terms of the implications of proposals made (or what happened for option one)Give justified recommendations after evaluation of optionsAre professionally presentedPromote the profession of marketing as a substantial contributor to organisation success

A final common requirement for the briefs

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