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

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

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

4. 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.

5. 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.

6. 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.

7. 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.

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

9. 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.

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