Professional Diploma in Marketing 543 Project Management in Marketing Work-Based Project Brief and Mark Scheme March 2015 Candidates are required to choose ONE out of the following TWO project briefs: Option 1 Digital Marketing Communications Option 2 International Marketing (detailed separately) CIM Regulations Candidates must ensure that they are CIM studying members and have registered for this assignment by the required CIM deadline. Once booked, if candidates later find that they are unable to submit to the March 2015 session they will need to book and pay again to submit to the June 2015 session using the June 2015 assignment brief. Fees are not transferable between sessions and extensions to the published deadline dates will only be considered on medical grounds. If an assignment is received from a candidate who has not booked by the above closing date, the relevant assignment entry fee will be raised along with a 100 late entry fee. Candidate Declaration Candidates must adhere to the CIM policies and guidance notes relating to word count, plagiarism and collusion when compiling this assignment and include the following declaration statement on the front cover of the assignment: I confirm that in forwarding this assignment for marking, I understand and have applied the CIM policies relating to word count, plagiarism and collusion for all tasks. This assignment is the result of my own independent work except where otherwise stated. Other sources are acknowledged in the body of the text, a bibliography has been appended and Harvard referencing has been used. I have not shared my work with other candidates. I further confirm that I have submitted an electronic copy of this assignment to CIM in accordance with the regulations. The Chartered Institute of Marketing 2014
Guidance notes for candidates These guidance notes refer to all CIM and CAM assignment briefs. Assignment regulations Candidates must complete the assignment brief published by The Chartered Institute of Marketing (CIM) for the relevant academic session. Candidates are able to ask for advice from tutors regarding the brief, the marking scheme and grade descriptors. Candidates and tutors should also understand and apply CIM policies relating to assignments, including word count, plagiarism and collusion; these are available on the CIM Learning Zone (www.cimlearningzone.co.uk). Each assignment must be completed individually. Context Candidates must refer to the guidance notes in each specific assignment brief. Confidentiality Candidates using organisational information dealing with sensitive/confidential material or issues, must seek advice and permission from the organisation about its inclusion in an assignment. Where confidentiality is an issue, candidates are advised to anonymise their assignment so that it cannot be attributed to a particular organisation. When submitting assignments to CIM, candidates who do not allow CIM permission to use their work for any other purpose may choose to opt out by ticking the box on the assignment/project front sheet. All CIM examiners sign a confidentiality agreement and cannot mark any assignment where there is a declared conflict of interest. All assignments are stored securely and are shredded confidentially after 12 months. Assignment criteria and mark schemes The assignment brief includes the assessment criteria and mark scheme, together with guidance notes. The guidance notes indicate the types of information and the format required. It is important that, when assignments are issued, discussions take place between candidates and tutors to clarify understanding of the assignment brief. Assessment criteria and mark schemes are included so that candidates can see where marks will be allocated and are able to structure their assignment accordingly. CIM reserves the right to amend the assessment criteria and mark schemes where appropriate. Grade descriptors Grade descriptors, used by examiners as part of the marking process, comprise the following elements: evaluation application concept presentation. The weightings of these elements are used to inform grades within a level and differentiate between levels. To maximise marks, candidates need to consider the weighting of the four elements at the relevant level. Page 2
Relative weightings Concept Application Evaluation Presentation Introductory Certificate in Marketing Professional Certificate in Marketing Professional Diploma in Marketing Chartered Postgraduate Diploma in Marketing 45% 30% 15% 10% 40% 30% 20% 10% 30% 30% 30% 10% 15% 30% 45% 10% CAM Diplomas 40% 30% 20% 10% Tutor guidance to candidates Candidates are able to ask their tutors to give feedback on ONE draft of an assignment and/or answer specific subject-related questions referring to the assignment. Feedback given will be focused around the mark scheme requirements, guidance notes, how the submission relates to the grade descriptors in relation to candidates chosen organisation. As tutors are not part of the official CIM marking process, they are not in a position to indicate possible grades through verbal feedback. Candidates can only ask tutors for verbal feedback on their completed assignments. Tutors cannot review completed assignments and return these to candidates with suggested changes in writing. Evidence of an Accredited Study Centre doing this will result in assignments being sent back unmarked. Word count policy The total number of words used for the whole assignment must be indicated on the front cover. Pages must be numbered for ease of reference. Candidates must comply with the recommended word count, within a margin of -/+10%. For some tasks a specified number of pages is given as an alternative to the word count. Areas included in the word count are as follows (unless otherwise specified in the individual assignment brief): tables charts diagrams graphs references (information such as specific quotations, author information) headings Areas excluded from the word count are: contents (if used) executive summary (if required or used please refer to specific brief requirements) bibliography appendices. Therefore, if candidates use tables to present their answer in the main body of the text, the words used (or where appropriate, the number of pages) will be counted and the rules relating to word count or number of pages will apply. Page 3
When a task requires candidates to produce presentation slides, with speaker notes, the word count applies to the speaker notes only. Where a task requires candidates to work to a specific format candidates must refer to the specific brief s guidance notes. Where candidates work has contravened the word count policy it will be reviewed by the Senior Examiner and the CIM Reasonable Adjustment, Malpractice and Irregularities Committee before a final decision is made on whether the assignment will be assessed. It is important that candidates adhere to the word count policy, as assignments that exceed the recommended word count, or number of pages, may be declared null and void and the candidate will be asked to complete and submit a new assignment. Presentation Candidates should present their work professionally, using tables and diagrams to support and/or illustrate the text. Unless tables and diagrams are specified as a requirement of a task, they can be included in either the appendix or the main body of the text. If tables are included as appendices, the findings must be summarised or referenced within the main body of the text for marks to be awarded. Text must be 11 point, and tables, diagrams and charts must be no smaller than 9 point. The font size must be legible and not compressed. Preferred fonts include: either Arial, Calibri or Times Roman. At the top of each page (in the header) candidates must insert the unit name and their membership number (9 point) and at the bottom of each page (in the footer) insert page numbers (9 point). Candidates must not include their name in any part of the assignment. Guidance on inserting presentation slides into Word documents is available on the CIM Learning Zone. Appendices Appendices should only be included where necessary and should be used to accommodate tables and diagrams to support/illustrate the main body of the text. No marks are awarded for work included in the appendices, and these should not be used as alternative locations for work that should appear in the main text. Appendices should not include published secondary information, such as annual reports or company literature. Referencing and professionalism A professional approach to work is expected. Candidates must: identify and acknowledge ALL sources/methodologies/applications used use the Harvard referencing system (notes on Harvard are on the CIM Learning Zone website) express work in plain business English. Marks are not awarded for use of English, but a good standard of English will help candidates to express their understanding more effectively. All work that candidates submit as part of the CIM requirements must be expressed in their own words and incorporate their own judgements. Direct quotations from the published or unpublished work of others, including that of tutors or employers, must be appropriately referenced. Authors of images used in reports and audio-visual presentations must be acknowledged. Plagiarism and collusion Academic offences, including plagiarism and collusion, are treated seriously. Plagiarism involves presenting work, excerpts, ideas or passages of another author without appropriate referencing and attribution. Collusion occurs when two or more candidates submit work which is so alike in ideas, content, wording and/or structure that the similarity goes beyond what might have been mere Page 4
coincidence. Plagiarism and collusion are serious offences and any candidates found to be sharing their own work, copying another candidate s work, quoting work from another source without recognising and disclosing that source, or using agencies that provide assignment writing services will be penalised and their assignment may be declared null and void. It is a candidate s responsibility to understand what constitutes an academic offence, and, in particular, what plagiarism and collusion are and how to avoid them. Useful guidance materials and supporting CIM policies are available on the CIM Learning Zone. In submitting each assignment, candidates need to complete the CIM declaration statement. In doing this the candidate is confirming that all the work submitted is their own and does not contravene CIM policies, including those on word count, plagiarism and collusion. Tutors sign the Listing of Candidates form, confirming that to the best of their knowledge the work submitted is the candidate s own. If a tutor has concerns about the authenticity of a candidate s submission, it is highlighted on this form. CIM reserves the right to return assignments if the necessary declaration statements have not been completed. A candidate believed to be involved in plagiarism and/or collusion for one or more tasks will have their work reviewed and processed through plagiarism detection software. A candidate found to be in breach of these regulations may be subject to one or more of the following: disqualification from membership; refused award of unit or qualification; disqualification from other CIM assignments/qualifications; refused the right to retake units/qualifications. Where a candidate has breached CIM regulations, the candidate and the Accredited Study Centre will be informed of the outcome. Submission of assignments Candidates are responsible for submitting a hard copy AND an electronic copy of the assignment to their Accredited Study Centre by the given deadline. Candidates must complete all CIM paperwork to accompany the assignment. CIM will not accept or mark an assignment that is sent to CIM by an individual candidate. A candidate s Accredited Study Centre is responsible for ensuring the assignment is submitted to CIM by the required CIM deadline. It is CIM s policy to mark the hard copy assignments only. The electronic copy is required for validity checks and will not be accepted by CIM as a substitute for the hard copy. Hard copy instructions The assignment must be held together by a treasury tag in the top left hand corner, but not bound or put in a wallet of any kind. Electronic copy instructions Candidates must submit an electronic copy of their assignment to their Accredited Study Centre, according to the following guidelines: candidates can only submit ONE file per unit to their Accredited Study Centre file types that are acceptable are:.doc.docm.docx.rtf.pdf the maximum file size per submission is 4mb; candidates should make every effort to reduce the size of the file submitted. Candidates Accredited Study Centres are responsible for submitting an electronic copy of each candidate s assignment to CIM. Page 5
Final grades Final grades will be sent to candidates within three months of the CIM deadline. Assignment deadlines CIM has strict deadlines for Accredited Study Centres. In order to submit to this session, candidates must register by the deadline. Candidates must submit the assignment by their Accredited Study Centre s deadline, which will be different to CIM s deadline. It is the candidate s responsibility to contact the tutor for the submission deadline. A candidate s Accredited Study Centre must submit the assignment and accompanying paperwork to be received by CIM no later than the CIM deadline. CIM deadline dates are available on the Learning Zone. Page 6
PROFESSIONAL DIPLOMA IN MARKETING PROJECT MANAGEMENT IN MARKETING ALL TASKS ARE COMPULSORY Option 1 Digital Marketing Communications Project Brief This option has been designed to enable you to develop a marketing project around a specific business problem or need for your chosen organisation in the context of digital marketing communications. For your own organisation, or one of your choice, you are required to collect, manipulate and interpret commercial data in order to support a case for a short-term project involving digital marketing communications, that will improve or integrate with your existing marketing operations. Based on your findings, you will then develop an effective business case for presentation, which needs to be justified in terms of its fit with marketing operations, evaluation of risk and the effective use of organisational capability and capacity. The business case and subsequent action will be defined by a project plan with all the necessary component stages outlined and developed. Your report should include an executive summary (500 words maximum, excluded from the word count). The executive summary should include a synopsis of the content of your report, an explanation of the rationale behind the option you have chosen, and contain some outline development in terms of the necessity to introduce, enhance and/or improve operations in digital marketing communications. Marks will be allocated under format and presentation. You are asked to submit a project proposal outline to your tutor that needs to be signed off before you start the project. This is to be included in the appendix, is excluded from the word count and has no marks allocated. You are required to produce a brief background to your chosen organisation that is to be included in the appendix, is excluded from the word count and has no marks allocated. In preparation for a senior management meeting, you will need to produce a formal report, written in a professional style that addresses the following tasks and all their sub-task bullet points. Page 7
Task 1 (Context) Within the context of the chosen organisation and the context of the brief, gather and collate all relevant situational information and data that will form the foundation of a business case and contain: identification of the information needs, requirements and sources relative to the business problem or need in the context of digital marketing communications presentation of all relevant data which will support the business case a summary of the key issues relative to the identified explicit or underlying business problem or need recognition of the current information gaps relative to the business problem or need. Word count 900 words maximum In addressing Task 1, up to an additional three sides of A4 may be included as tables, models etc, to support the response. These pages do not form part of the word count. Task 2 (The business case) Present a business case for a marketing project that will solve the underlying business problem or need in the context of digital marketing communications. This must include: critical analysis of the key issues identified in Task 1 identification of the associated organisational risks in context assessment of all resource capacity, capability and necessity relative to the proposed project justified proposals complete with a robust cost benefit analysis and evaluation of how the proposals will support and enhance current marketing operations. Word count 1,200 words maximum Task 3 (Risk) Outline a risk management process and orientation which must cover: critical analysis of the identified organisational risks highlighted in the business case, and an assessment of the potential impact of these risks to the organisation if the risks are not treated a proposed risk control programme for the identified organisational risks highlighted in the business case discussion around the benefits of introducing a culture of risk management to the organisation. Word count 1,400 words maximum Page 8
Task 4 (The project plan) Develop a complete project plan from initiation through to evaluation, to effectively implement your proposals. The plan must include specific development around the following: utilisation of a range of tools and techniques for project planning, scheduling, resourcing and control recommendation and justification for the project methodology employed definition and itemisation of work breakdown, timelines, deliverables and milestones quantification of resource budgets assessment of the main evaluation techniques for determining success or failure. Word count 2,500 words maximum Appendix Provide a brief background to your organisation, its customer base, position in the market and product(s)/service(s) range (up to a maximum of two sides of A4, no marks allocated). Provide a project proposal (up to a maximum of three sides of A4, no marks allocated). Page 9
Option 1 - Digital Marketing Communications ASSESSMENT CRITERIA AND MARK SCHEME Assessment Criteria Task 1 (Context) Identification of the information needs, requirements and sources relative to the business problem or need in the context of digital marketing communications Marks Availabl e CIM Examiner s Mark CIM Moderate d Mark Presentation of all relevant data which will support the business case A summary of the key issues relative to the identified explicit or underlying business problem or need 12 Recognition of the current information gaps relative to the business problem or need Task 2 (The business case) Critical analysis of the key issues identified in Task 1 Identification of the associated organisational risks in context Assessment of all resource capacity, capability and necessity relative to the proposed project 18 Justified proposals, complete with a robust cost benefit analysis and evaluation of how the proposals will support and enhance current marketing operations Task 3 (Risk) Critical analysis of the identified organisational risks highlighted in the business case, and assessment of the potential impact of these risks to the organisation if they are not treated A proposed risk control programme for the identified organisational risks highlighted in the business case 22 Discussion around the benefits of introducing a culture of risk management to the organisation Page 10
Option 1 - Digital Marketing Communications ASSESSMENT CRITERIA AND MARK SCHEME Assessment Criteria Task 4 (The project plan) Utilisation of a range of tools and techniques for project planning, scheduling, resourcing and control Marks Available CIM Examiner s Mark CIM Moderated Mark Recommendation and justification of the project methodology employed Definition and itemisation of work breakdown, timelines, deliverables and milestones 38 Quantification of resource budgets Assessment of the main evaluation techniques for determining success or failure Format and presentation Executive summary Relevance to the tasks Use of supporting concepts and frameworks Professional tone and required format Harvard referencing Total Mark 100 10 Marked by PRINT NAME Senior Examiner PRINT NAME Date Date Page 11
Guidance on tackling the project Choosing the organisation Please note that this brief can be applied to any organisation, irrespective of sector, size or existing marketing roles and activities. If candidates work for any of the following types of organisation micro or SME, FMCG, Not-for-Profit, public sector, B2B or B2C they should be able to address the requirements of the brief. If candidates are finding it difficult to relate their specific context to the brief, they must seek guidance from their tutors. In their response, candidates should describe the context of the organisation, particularly where they feel there is a limitation. In addition, the two A4 sides of brief background to the organisation supporting their assignment will enable the examiners to fully understand the context. The content of the candidate s submission should address marketing within the context they describe for the organisation. The project should ideally be based on the candidate s own organisation or one that the candidate knows well, and where permission from the appropriate authority within that organisation has been gained. Although candidates do not have to be operational marketing managers to undertake this project, ideally they should have the opportunity to be involved in some aspects of managerial activities, and/or be allowed (as part of their progression and development) to interview, or work with, managerial personnel and have access to relevant organisational data. The size of the organisation affects the cross-functional organisation possibilities. In small organisations, it may be easier for candidates to undertake a cross-functional project of this kind. In larger organisations, candidates may have to focus on a department or section of the business. In these circumstances, the department and/or section can be bigger than a small organisation. As long as the project incorporates opportunities for candidates to meet the requirements for the tasks, it is acceptable. The project is an opportunity to establish how digital marketing communications are, or could be, managed and/or introduced to marketing operations in general and to integrated marketing communications in particular. In order to establish the situational context for the project it will be necessary to evaluate the current digital marketing communications practices in the chosen organisation. Project Preparation An important requirement for a successful work-based project is effective co-operation with the relevant business managers. In order to conduct research, candidates should ideally agree the rationale with their line manager and heads of departments or relevant personnel they may need to engage and involve. There should be a clear set of objectives and an implementation plan with identified timescales. Before starting any detailed work on their projects, all candidates need to submit a project proposal to their tutor that identifies the following: which organisation (or part of an organisation) they wish to use for the project assurance of support and access to information from the line/departmental managers that may be affected by the research for the situational analysis an outline plan of how they will undertake and complete the project Page 12
a brief description of what they intend to do for each aspect of the project brief relative to the assessment criteria which literature sources/web links have been identified that may be helpful in supporting their work. Once this proposal has been signed off by the Project Management in Marketing tutor, candidates need to start on their research and data collection, as everything else depends on this being done well. It is recommended that candidates agree hand-in dates for the project proposal with their tutor at the start of their research. The proposal needs to be appended to the candidate s final submission. Task 1 (Context) Candidates should undertake organisational research and data collection in the context of digital marketing communications only (using business and marketing management techniques). The findings will help to form the basis for appropriate recommendations for introducing or improving the performance of digital marketing communications, thus enhancing the competitive position of the organisation in the market. This data and information must be presented using professional formats, identify an explicit or underlying business problem or need, and lay the foundation for a business case. It is also a requirement to identify any gaps that exist within the current available data and how these gaps may be filled. Task 2 (The business case) Candidates must present a business case for a marketing project that will solve the identified business problem or need around digital marketing communications. This needs to be grounded and justified from a critical analysis of the key findings in Task 1, and must include a qualified and quantified cost benefit analysis. As a minimum, the business case must be convincing in terms of operational fit, and must include additional elements of resource capacity, capability and requirement, associated organisational risks, and explanation as to how the project will support and enhance current marketing operations. Task 3 (Risk) Risk management, control and mitigation are imperative for the modern marketing organisation. In the context of the proposed digital marketing communications project, candidates need to critically assess all of the identified organisational risks in the business case, from both internal and external perspectives. The overall assessment will be via organisational impact, and the candidate must go on to discuss the further implications if these risks are not treated. Within this context a risk control programme needs to be proposed. In addition, the candidate must discuss how a culture of risk management could be introduced within the organisation, and how the organisation should incorporate risk management mechanisms through methods and/or systems. Page 13
Task 4 (The project plan) Finally, a fully outlined project plan must be presented, covering all stages, including specific development of the areas required under the assessment criteria and highlighted by the following headings: project initiation scope and objectives beginning and end dates key/core deliverables methodology adaptation project limitations risk management outline budget project implementation schedules resource reviews personnel requirements project termination project evaluation. The project plan must include the design and development based around the stated business case only. Formal Report In addressing the project brief, candidates need to produce a formal report that contains the four tasks set. Candidates need to include an executive summary as outlined. Information gathered under Task 1 should be presented in a manner which is innovative and original. Marketing theories and concepts should be appropriately applied, resulting in findings and supporting recommendations that demonstrate mature and applied understanding. In addressing Task 2, the presentation of a business case will be drawn from a critical analysis of the key issues outlined in Task 1. Within Task 3, candidates are required to critically analyse the identified organisational risks outlined in Task 2. In addressing Task 4, the plan is created to effectively implement the proposals, identify the activities, estimate time and cost, sequence activities, and assess the competency and skills required of the people needed to deliver the project. Tables and Gantt charts should be used to present key information within the project plan where appropriate, and should not be included as appendices. In producing the formal report and the Task 4 plan, it is important that candidates adopt a structure and style of approach that naturally lend themselves to reporting on the outcomes of their study. The format and approach used will be driven by the relevant themes and issues arising from the research. A formulaic, study centre template approach should therefore be avoided. Instead the examiners will be looking for a holistic approach where Page 14
there is clear evidence that information has been synthesised and applied with originality of thought and clarity of expression. The formal report should be written in a professional style, suitable for presenting at a senior management meeting, with references to conceptual material included as appropriate. Page 15
Professional Diploma in Marketing: Grade Descriptors Level 6 Grade A This grade is given for work that meets all of the assessment criteria at Diploma level to secure at least 70% and demonstrates a candidate s ability to: Concept 30% Application 30% Evaluation 30% develop appropriate research strategies for both primary and secondary research selectively identify valid and relevant information from a wide range of sources for the discipline manage own learning independently evidence comprehensive knowledge and understanding of the marketing discipline at Diploma level synthesise and analyse new and/or abstract information and data in the context of wide ranging problems, using a range of appropriate techniques engage in effective debate in a professional manner evidencing a comprehensive understanding and application of key principles produce detailed and coherent arguments in response to well defined and abstract problems using relevant vocational language express ideas persuasively and with originality, applying appropriate marketing terminology and concepts accurately apply a wide variety of illustrative examples to underpin findings supported by references to wider reading and learning resources to exemplify points evaluate findings leading to incisive conclusions and recommendations produce reliable, valid and incisive conclusions and recommendations, based on research findings and analysis Time Management and Presentation 10% plan, review and complete work within the specified deadlines/time allocated an exceptional and professional standard of presentation, format and tone Grade B This grade is given for work that meets all of the assessment criteria at Diploma level to secure at least 60% and demonstrates a candidate s ability to: develop appropriate research strategies for both primary and secondary research identify and select valid information from a suitable range of relevant sources for the discipline manage own learning with minimal guidance evidence detailed knowledge and understanding of the marketing discipline at Diploma level analyse new and/or abstract information and data in the context of broadly defined problems, using appropriate techniques evidence a sound understanding and application of key principles produce logical arguments in response to a given brief using vocational language correctly express ideas clearly, applying appropriate marketing terminology and concepts accurately apply a variety of illustrative examples to underpin findings supported by some references to wider reading and learning resources to exemplify points evaluate findings leading to informative and reliable conclusions and recommendations produce reliable and informative conclusions and recommendations, based on research findings and analysis plan, review and complete work within the specified deadlines/time allocated a high standard of presentation, format and tone Grade C This grade is given for work that meets enough of the assessment criteria at Diploma level to secure at least 50% and demonstrates a candidate s ability to: develop an appropriate research strategy for both primary and secondary research identify and select information using a minimum number of resources for the discipline manage own learning with support and guidance evidence a satisfactory level of knowledge and understanding of the marketing discipline at Diploma level analyse information and data in the context of explicitly defined problems evidence a basic understanding and application of key principles produce arguments in response to a given brief using sufficient vocational language outline ideas and concepts using appropriate marketing terminology include some illustrative examples to support findings including minimum references to wider reading and learning resources to exemplify points evaluate findings leading to reliable but limited conclusions produce reliable but limited conclusions and recommendations based on findings complete work within the specified deadlines/time allocated acceptable presentation, format and tone Grade D This grade is given for border line work that does not meet enough of the assessment criteria at Diploma level to secure a pass and is within the band 45-49%. This may be due to: an inability to develop an appropriate research strategy for both primary and secondary research insufficient sources of information being used to underpin research an inability to manage own learning effectively repeating case material rather than evidencing knowledge of the marketing discipline at Diploma level a lack of basic understanding of key principles and limited application insufficient and/or inappropriate use of marketing terminology to explain ideas limited development of ideas or concepts few or no examples to support findings little or no attempt to evaluate findings superficial conclusions and recommendations which lack depth work not being completed within the specified deadlines/time allowed errors in presentation, format and tone a lack of detail and argument when analysing information for a specified task