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Managing Marketing
Deirdre Makepeace
Level Verifier – Professional Diploma
Assignment briefing
June and September 2014
Presentation Objectives
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What is required for this assignment.
Generic mark scheme.
The syllabus.
Instructions task by task.
Good practice.
Managing Marketing
Option One
– Implementing quality
systems in marketing to
improve performance.
Option Two
– Using technology to manage
virtual teams.
Generic Mark Scheme – Professional Diploma
• Concept
• Presentation
• Application
30%
30%
10%
30%
• Evaluation
A word about words…
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Outline
Explain
Assess
Analyse
Evaluate
Critically analyse
Recommend
Syllabus – Marketing Planning Process
The marketing
infrastructure
(30%)
• Organisational structures
• Quality management systems and processes
• Measuring and monitoring marketing performance
Managing
Marketing Teams
(40%)
• Management and leadership in the role of the operational
marketing manager
• Managing and recruiting teams
• Managing individual and team performance
Operational
finances for
marketing (30%)
• Budgeting and budget setting methods
• Cost benefit analysis of marketing investment
• Measuring and monitoring financial performance.
Option One – Quality: Overview
• Task One – Quality systems and standards.
• Task Two – Marketing Manager role.
• Task Three – Managing teams.
• Task Four – Budget and cost benefit analysis.
• Task Five – Presentation.
Option One - Quality
• Task One (20%) - quality management systems
– Quality management systems and standards.
– Information relevant to quality management.
– Recommendation.
• Task Two (20%) – management and leadership
– Management and leadership concepts.
– Critical evaluation.
– Personal Development Plan (PDP).
Option One – Quality cont
• Task Three (20%) - Managing teams
– Approaches for managing teams.
– Characteristics of successful teams.
– Diversity.
• Task Four (20%) - Budgets
– Information requirements.
– Cost Benefit Analysis.
• Task Five - Presentation
Task Five – both options
• Presentation
– Professional, informative presentation with good graphics and
speaker notes to demonstrate how the meeting will be run.
– 20 slides.
• Justification of presentation and report style
– 300 words maximum.
Option Two – Virtual Teams: Overview
• Task One – Organisational structures.
• Task Two – Technology for virtual teams.
• Task Three – Teams and internal marketing.
• Task Four – Cost management and control.
• Task Five – Presentation.
Option Two – Virtual Teams
• Task One (20%) - organisational structures
– Structures and how they support or hinder marketing.
– Structures for virtual teams.
• Task Two (25%) - technology
– Information and technology to improve performance.
– Work plan priorities/activities.
– Performance measures.
Option Two – Virtual Teams
• Task Three (25%) – managing remote teams
– Concepts - managing virtual teams.
– Conflict and recommendations for overcoming.
– Internal Marketing Plan.
• Task Four (10%) – cost management
– Cost management plan.
– Effective cost management.
• Task Five (10%) - presentation
Good practice
• Answer all elements of all tasks.
• Apply theory well to the specific context of the organisation and the
area being discussed.
• Critically evaluate where requested.
• Demonstrate depth of thinking in terms of the implications of
proposals made.
• Give justified recommendations after evaluation of options.
• Promote the profession of marketing as a substantial contributor to
organisation success.
Format and presentation
• Professional tone and relevance to task.
• Executive Summary.
• Word Count.
• Appendices.
• Referencing (Harvard).
• 2 –page background to the organisation.
• 1-page marketing department.
Resources
• Study Text
• Core Texts
• Full reading list:
cimlearningzone.co.uk
• Senior Examiner reports:
cimlearningzone.co.uk
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