Manage The Marketing Process
Task 1: Marketing
plan management
In
this task you are required to develop a management plan for provided marketing
information to monitor and review its progress after a period of time. You will
also need to delegate roles to individuals within the organisation, establish
and use KPIs to assess progress, and communicate information about marketing
activities as required.
Assessment
description
As
part of this task, you will need to ensure that you understand the mission and
strategic objectives of your organisation, in particular the marketing
objectives and legislation requirements. Such legislation requirements would
cover areas such as: copyright laws, privacy laws, Trades Practices Act, Direct
Marketing Code of Practice and defamation laws. You will need to develop plans
for managing the marketing activities for the organisation, with specific
attention paid to the integration of marketing and sales activities and the
delegation of roles and responsibilities to individuals and teams within the
organisation. You will need to develop materials to communicate the marketing
objectives and management processes for the marketing plan for a range of staff
and stakeholders, and will need to monitor and review the progress of the
marketing objectives over time. An understanding of relevant economic, social
and industry directions, trends and practices will be required to assist
completion of the assessment.
Using
the case study information provided, develop a management plan for the
marketing activities being conducted within your organisation. This should include information under the
following headings:
1.
Marketing
activities: Review proposed marketing activities and accompanying information
to identify and describe three activities that show the potential for the
organisation (within the established marketing objectives).
2.
Integration
of organisational activities:Discuss and prepare a brief summary describing how
the range of marketing, promotional and sales activities (detailed in the
provided case study information) can be integrated to ensure the achievement of
the established marketing activities.
3.
Monitor
progress: Monitor the product, distribution, pricing and marketing
communication policies in relation to market changes, marketing plan objectives
and organisational requirements. Monitoring progress would also involve an
evaluation of statistical and data techniques to measure marketing performance.
4.
Distributing
and pricing:Review the proposed models for distribution and pricing of product,
and describe how this should be adjusted to allow for the market fluctuations
(as identified in the case study).
Provide a plan for how distribution and pricing can be monitored over
time, in relation to market changes and adjustments in organisational
requirements (as described in the case study), to create monitoring reports for
your organisation.
5.
KPIs:
Provide a plan for how progress (using the metrics of
return-of-market-investment and market share) can be measured against
performance targets, to ensure that marketing requirements are being met.
6.
Delegation:Develop
draft staffing proposals for the delegation of roles and responsibilities for various
marketing activities and efforts within your organisation.
Once
you have provided the information above, you need to meet with the CEO (your
assessor), and discuss with them the information you have gathered about the
proposed marketing activities and your management plan. In particular you
should discuss and agree on the proposed delegation of roles and
responsibilities for marketing efforts described in your management plan.
With
the CEO’s approval, you should develop information to be shared with relevant
personnel in your organisation, including all information provided under each
heading above, as well as:
Communication:
Describing the communication strategies to be put in place to assist
individuals in working together to achieve marketing objectives.
Specifications
You
must provide:
· A
management plan for the marketing activities, with clear strategies and actions
for the achievement of marketing objectives [Steps 1–6]
· Summary
notes from your meeting with your CEO.
Your
assessor will be looking for:
Evidence
that you analysed and identified the needs of the case study, and reflected
these in the management plan you have developed.
Task 2: Staffing Support Plan
In
this task you are required to develop a plan for the coaching and mentoring of
staff involved in the marketing activities. Included in your plan will need to
be descriptions of how you intend to provide feedback and instigate corrective
actions to staff who are working with you to fulfil marketing objectives.
Assessment
description
As
part of this task, you will need to ensure that you understand the mission and
strategic objectives of your organisation, in particular any guidance given by
these or other policy and procedure documents on staff interactions and staff
training. Your plan will need to establish strategies for coaching and
mentoring staff, providing feedback and when necessary, instigating corrective
actions to ensure that marketing objectives are being met. Legislation
requirements will also need to be addressed. Such legislation requirements
would cover areas such as: copyright laws, privacy laws, Trades Practices Act,
Direct Marketing Code of Practice and defamation laws
Procedure
Develop
a staffing support plan for supporting through individuals and work teams with
delegated roles and responsibilities within your organisation. This should
include information under the following headings:
1.
Strategies:
specific strategies for mentoring and coaching of staff throughout the period
of the proposed marketing activities
2.
Resources:
models for assessing use of resources provided to attain required marketing
outcomes
3.
Feedback:
a model and mechanism for providing feedback to staff throughout the process
4.
Performance:
a process to be used for identifying weaknesses in individual and team
performance (in meeting the requirements of the marketing objectives for the
delegated marketing activities) and instigate corrective actions when required.
Using
this information, review the two scenarios provided:
5. Scenario
1: Describe how you would provide one-on-one coaching to the individual
identified in the scenario to assist them in achieving the required marketing
outcomes
6. Scenario
2: Describe the performance to-date of the individual, and describe the
corrective actions you could take to ensure that marketing outcomes continue to
be achieved.
You
must provide:
· staffing
support plan [Steps 1-4]
· responses
to each provided scenario [Steps 5-6].
Your
assessor will be looking for:
Evidence
that you analysed and identified the needs of the case study, and reflected
these in the staffing support outline you have developed.
Task 3: Marketing
performance report
In this task you are required to review the implementation
and progress of a marketing plan, based on the established plan and metrics.
Assessment description
Read the case study and understand the marketing objectives
for the organisation. You will need to analyse and measure progress of the plan
against established KPIS, and review targets for the next phase of the
marketing plan. Data evaluation techniques to measure marketing performance
should be demonstrated be the learner.
Learners will need to have read case study material
contained within the previous two assessments to assist development of
Assessment Task 3 answers.
Procedure
Using the case study provided, detail the outcomes of
ongoing marketing activities to develop a marketing performance report. The
report should follow the three headings below:
1.
Analysis:
analyse the marketing outcomes, changes in marketing and calculated marketing
metrics (ROMI and market share).Describe the changes required to meet strategic
objectives.
2.
KPIs:
Explain any success or performance gaps in the case study as measured against
the KPIs mentioned earlier. Identify what you believe are the causes and
effects of any successes or gaps. Describe marketing outcomes and how you could
improve strategic performance.
3.
Targets:
for any identified over-performances (against targets), describe the trends and
reasons for these, and set new targets for the next 12–18 months.
Specifications
You must provide:
· A
marketing performance report [Steps 1–3].
Your assessor will be looking for:
Evidence that you analysed and identified the needs of the
case study, and reflected these in the strategic presentation you have
developed.
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