Part-1
Write a report that reviews the actual, or possible implementation strategies and tactics for an organisation for which they can access or determine a marketing plan. The report should cover the following aspects of implementing marketing strategies and tactics: Brief stakeholders and non-marketing personnel on their roles and responsibilities and performance measures; outline the marketing plan; prioritise marketing strategies; implement communication and team building strategies to ensure the personnel responsible for implementation work together; and implement strategies for monitoring marketing activities and analysing marketing performance.
Procedure
1. Select a marketing plan. The candidate, with direction from their Assessor may either:
a. utilise the marketing plan available at the appendix to the Student Workbook.
Or:
b. take advantage of an organisation with which they are familiar with, for example, a well-known company.
Note: you should choose an organisation for which marketing information is easily discernable from current marketing activities or through their website, such as McDonalds.
2. Review the marketing plan to determine the strategies and tactics.
3. Prepare a two to three page report reviewing the actual, or possible, implementation of the strategy and tactics by addressing the following.
a. Summarise stakeholder briefings regarding their implementation roles.
b. How were marketing and non-marketing personnel briefed?
i. The objectives of the plan?
ii. Their roles and responsibilities in relation to the implementation of the plan?
iii. Their performance measures?
c. Create a prioritised list of at least three of the marketing strategies and the resources required for each strategy.
d. What communication and team building strategies were used to ensure the personnel responsible for each element of the marketing mix work together to achieve the marketing objective?
e. What strategies were implemented for monitoring marketing activities and analysing performance?
f. What you would do differently if you had to undertake a similar project in the future and why?
4. Ensure that:
a. the report identified the organisation and marketing strategies that you reviewed
b. the report's content, format and level of detail meets organisational standards
c. the report is delivered to set deadline (as established by the facilitator)
5. Complete this section at the end of your project.
a. Describe the processes you used to regularly assess marketing performance against objectives.
b. What team work skills do you think are required to manage a marketing team?
c. What changes in business practices are required to meet changing customer requirements?
d. Prepare a short communication for the stakeholders communicating changes to the marketing objectives and targets based on your improvement plan.
Part-2
The candidate is to prepare a one to two page report and a presentation on the progress of marketing plan activities for an organisation for which they can access sufficient marketing data. The organisation may be one with which they are familiar, for example, their own workplace, or another as negotiated with the facilitator. The report and presentation should address the progress of marketing activities against objectives, plan and targets, including an analysis of revenue and costs against budget.
Procedure
1. A collection of data that relates to the Marketing Plan in the Appendix of this assessment. Your Assessor will advise you on the options to be taken in this assessment:
• Use the data supplied in the Appendix to this assessment and the Marketing Plan in the Student Workbook.
2. Prepare a project update report that outlines the current progress of the marketing activities against the marketing plan and overall objectives. Your report should comment on the strategies and tactics being used to:
a. monitor and implement the promotional activities HIMMA Implement and Monitor Marketing Activities Student Guide v 2.0 August 2010.
b. monitor product, pricing and distribution decisions
c. monitor marketing results against targets in the Marketing Plan
d. monitor marketing revenue and costs against budget
e. record variations in revenue and costs against budget.
3. Prepare a ten minute presentation based on your report.
4. Ensure that:
a. the report's content, format and level of details meet organisational standards for an internal project update
b. the presentation's content, format and level of detail meets organisational standards
c. the presentation is delivered to set deadline (as established by the facilitator).