Marketing Process

Part A

Select a marketing initiative in an organisation that you could manage. Answer the assessment tasks using this initiative and complete the tasks as you go.

1. Who are the target audience for this marketing effort? What are the targets and objectives?
2. Prepare a Critical path Analysis, Gantt chart or other similar tool showing how all aspects of the marketing effort will be integrated. Ensure points at which monitoring is to be done are included. Discuss how these meet the strategic marketing objectives of your organisation.
3. How will you monitor the product , distribution, pricing and marketing communication policies in relation to;

• Market changes
• Marketing plan objectives
• Organisational requirements

1. Using marketing metrics state how you will monitor the overall marketing progress against the performance targets to ensure that activity, quality, cost and time requirement are met.

Part B

In preparation for the implementation of this marketing plan, you must communicate the marketing objectives with all of those who will be involved. The following should be detailed:

1. How will you communicate the marketing objectives for this initiative across the organisation? How will be altered or adjusted to meet the needs of all levels of Knowledge, experience and specific needs of staff?
2. Who will identify the roles and responsibilities of all those involved in the implementation and how will you gain agreement on this? What will you do if some do not agree?
3. What it your communication strategy to ensure that all personnel responsible for each element of the marketing mix (i. e. the distribution, level of service, pricing, promotion and/or product or service variables such as: design, quality, range, safety features and/or technical features) work together to meet the marketing objectives. How will you make this strategy work?
4. How will you support individuals and team to achieve the agreed objectives and use resources available to them to required standard?
5. How will you assess the individual and team performance and correct under-performance to keep on target for achieving objectives?

Part C

The marketing effort has now been planned and implemented. The evaluation must now be completed to allow learning for future endeavours. Discuss the following:

1. At each point that you planned to monitor, look at your objectives and goals at that point and compare these with the actual results that you have achieved. Discuss the results and any actions you took or revisions you made in response to your findings.
2. At each point analyse the success and performance gaps in terms of what occurred and what was the result (cause and effect). Then discuss how you used and will use in the future, this information to improve performance.
3. At each point analyse any over-performance. Discuss how you identified these and what impact they had on the marketing objectives and goals. What did you learn about trends and how did you establish new targets? If there was no over-performance, discuss these issues as a contingency -why -what if it had happened? What would you do and learn?
4. At each point analyse changes that you identified and documented in market phenomena. What impact did they have on the strategic marketing objectives?