2. Marketing Leadership and Planning Dr Yasmin K. Sekhon Level Verifier – PG Diploma Assignment briefing June and September 2014

3. Agenda 20-30 minutes Overview of Syllabus Generic mark scheme Assignment Theme Assignment Structure Instructions task by task Format and Presentation Senior Examiner Feedback Summary - Tips

4. Syllabus – Marketing Leadership and Planning Developing and delivering an organisation’s vision and mission. Developing marketing strategies and value proposition. Delivering marketing strategies Strategic marketing plans. Assessing and utilising organisational resources and assets. Monitoring and measuring marketing. Strategic marketing planning Leading and inspiring an organisation. Developing a market-oriented culture. Developing and delivering organisational strategies for change. Marketing Led Strategic Change

5. Generic Mark Scheme – PG Diploma EvaluationPresentation ApplicationConcept 15%30% 45%10%

6. Assignment Theme Culture of change. Strategic marketing planning. Planning in the context of the current vision/mission, organisational culture and leadership.

7. Assignment Structure Three tasks in total Task One – 25% Task Two – 40% Task Three – 25% Format and Presentation – 10%

8. Task 1 Critically assess the current approach of the organisation in respect of the strategic marketing planning process. Critically appraise the appropriateness of the current strategic marketing planning process given the degree of volatility in the macro environment, make recommendations on how the process can be improved to deliver a more robust competitive position.

9. Task 2 Report format. Develop a strategy that critically reviews the need for the organisation to become increasingly adaptable in light of greater uncertainty. Critically assess the role that a revised vision/mission could play in the cultural change of the chosen organisation.

10. Task 2 Produce a change plan that addresses the cultural and leadership implications of moving towards a strategic planning approach, which is more adaptable and flexible.

11. Task 3 Briefing Paper. Aimed at employees. Motivate and empower all staff to embrace the revised strategy. Addressing the role they will play in its successful implementation. Critically assess your own leadership style, evaluate what personal development you may require to support the cultural change required in the organisation.

12. Format and presentation Professional tone and relevant format needs to be applied to the individual tasks. Identify and acknowledge ALL sources/methodologies/applications used. Use the Harvard referencing system. Make appropriate use of appendices. Ensure you undertake the appropriate research and reading and then reference accordingly.

13. Senior Examiner Feedback Always read the assignment carefully and make sure all elements of the task are covered. Ensure the relevant use of appendices rather than just including items that have little or no relevance. Read widely, it becomes very clear those that read widely and are able to apply this to their answers. Make justified recommendations, show the reader the rationale for your decisions. Ensure critical thinking is demonstrated in the answers. Think strategically at senior management level. Have a clear understanding of the relevant planning frameworks and contextualise according to one’s own organisation. Use Harvard referencing.

14. Summary – Tips Ensure all parts of the task are completed. Familiarise yourself with the syllabus. Ensure you are able to apply and contextualise your answers to the task. Refer to the Senior Examiners’ web reports they provide valuable information on previous assessments and general feedback related to the unit.

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