Marketing Leadership and Planning

Dr Yasmin K. Sekhon

Senior Examiner

June/September 2012 Assignment Brief

May 2012

Marketing Leadership & Planning

Assignment Theme

• Developing and delivering an organisation’s vision and mission.

• Context of the assignment theme.• External Environment.• Internal organisation.

Marketing Leadership & Planning

Preparatory Work

• Background of your chosen organisation.• Market information.• Product information.• Strategic audit

– Analysis.– Use of Analysis.– Link throughout the assignment.

Marketing Leadership & Planning

Task One

• Critically analyse the organisation’s current marketing strategy and its strategic fit– Link to the audit and the analysis.– Strategic level thinking.

• Identify the distinctive competences of the organisation– Achieve the organisation’s mission.– Why are these the distinctive competences?

• Recommend how the current marketing strategy may need to be revised– Achieving the long-term strategic intent and vision.

Marketing Leadership & Planning

Task Two

• Develop a revised marketing strategy designed to meet the new challenges that the organisation faces to remain competitive and deliver value for money for its wider stakeholders– Context.– Coherence.– Competition.– Stakeholders and their relevance.

Marketing Leadership & Planning

Task Two

• Critical discussion of the implications for the organisation’s resources– Resource implications of the recommendations made.– Tangible resources.– Intangible resources.– Capabilities.– Finance.– Structure.

• Challenges– Wide range of challenges.– Contextualise.

Marketing Leadership & Planning

Task Three

• Briefing paper.• Key drivers and pressures on the organisation to change

linked back to the new revised organisational marketing strategy– Link back.– Context.– Factors internal and external to the organisation.

• Critical role of leadership in implementing this change in strategy/delivering the long-term vision and mission– Convincing and application required.

Marketing Leadership & Planning

Recommendations

• Theme of the assignment.• Critical thinking.• Depth.• Evaluation.• Context.• Application.• Presentation.• Format.• Theoretical underpinnings.

Marketing Leadership & Planning

Recommendations

• Concept– Relevant theories, models and frameworks.– Application of theories.

• Application– Use of knowledge.– Analytical understanding.– Strategic level thinking.

• Evaluation– Demonstrate how recommendations/conclusions made.– Arguing alternative approaches.

• Presentation.

Marketing Leadership & Planning

Considerations

• Application depth.• Depth of discussion.• Consistency across tasks.• Cross referencing.• Audit findings/analysis.• Presentation.• CIM Policies.