Marketing Leadership and Planning Dr Yasmin K. Sekhon Senior Examiner June/September 2012 Assignment Brief May 2012

Assignment Theme Developing and delivering an organisation’s vision and mission. Context of the assignment theme. External Environment. Internal organisation.

Preparatory Work Background of your chosen organisation. Market information. Product information. Strategic audit Analysis. Use of Analysis. Link throughout the assignment.

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.

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.

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.

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.

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

Recommendations Concept Application Evaluation Presentation. 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.

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