Assessment description: You need to identify a suitable marketing project in Cher workplace, or a simulated workplace, as negotiated with the facilitator, on which they can take, or share, the lead in implementing and monitoring marketing activities.
Where candidates are using a simulated workplace, they will need to plan, implement, monitor and evaluate a small marketing campaign. It is suggested that they plan a simple ezine or email/fax campaign.
• Candidates will need to work with a marketing learn to:
implement marketing tactics and strategies
monitor marketing activities and strategies
evaluate and improve marketing performance.
• You will need to prepare a report documenting Heir journey through this process and provide third party evidence in support of their involvement in relevant activities.
Procedure
1. Select an organization for which you can access sufficient marketing data. The organization may be one with which you are familiar, for example, your own workplace or another as negotiated with your facilitator.
2. Negotiate with the relevant personnel at the organization selected to participate in leading, or taking a shared leadership role, for the implementation and monitoring of marketing activities either about to commence, or recently commenced.
3. If you are not able to participate in an existing campaign, plan a small ezine or email/fax campaign that you will then implement, monitor and evaluate.
4. You are to document your participation in this project by preparing a report that addresses the questions listed in Appendix 1.
5. You will also need to obtain third party evidence from the marketing team leader, a senior manager or another suitably senor staff member, as agreed with your facilitator, who is willing and able to confirm your activities and involvement in the project.
Appendix 1: Report information
Complete this section at the beginning of your project.
1. Briefly overview the marketing activities you are involved in implementing.
2. Describe the marketing strategies and tactics your marketing activities relate to.
3. Explain how you briefed the stakeholders who participated in the marketing planning process on their roles and responsibilities.
a. Include copies of any documents prepared for this purpose.
4. List the roles critical to the success of the marketing plan activities you are involved with.
5. Explain how you briefed the marketing and non-marketing personnel identified in question 1 on the objectives of the plan, their roles and responsibilities and performance measures.
a. Include copies of any documents prepared for this purpose
b. Did you use the same documents and/or process that you used question 3? Explain why these were or were not suitable.
6. Prepare a prioritised list of the marketing strategies and identify the resources required for their implementation.
7. Evaluate the communication and team building strategies you implemented to ensure that personnel responsible for each element of the marketing mix worked together.
Explain each strategy. Discuss the effectiveness of each strategy, noting what worked and what didn't work.
Comment on any changes that have been made to either strategy since initial implementation.
8. Describe the strategies you implemented for monitoring marketing activities and analyzing marketing performance.