First Published 2010
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As you progress through this unit it is advised that you refer to this assessment to monitor your progress of the principles /elements underlying the unit. At the end of the unit you should have an understanding and feel competent to demonstrate each of the following elements below:
Understood/ Competent
1. Implement marketing strategies and tactics
1.1 Brief stakeholders who participated in the marketing planning process on their implementation roles and responsibilities
1.2 Identify and brief marketing and non-marketing personnel critical to the success of the marketing plan, on the objectives of the plan, performance measures, and their roles and responsibilities
1.3 Prioritise marketing strategies and identify resources for their implementation, in accordance with organisational requirements
1.4 Implement communication and team building strategies to ensure that personnel responsible for each element of the marketing mix work together to meet the organisation’s marketing objectives
1.5 Implement strategies for monitoring marketing activities and analysing marketing performance, in accordance with the marketing plan
2. Monitor marketing strategies and tactics
2.1 Monitor and implement promotional activity against communication objectives in the marketing plan
2.2 Monitor product, pricing and distribution decisions against organisational policy and the objectives of the marketing plan
2.3 Monitor marketing results against targets in the marketing plan
2.4 Monitor marketing revenue and costs against budget, and analyse record variations
2.5 Prepare and present marketing reports that indicate ongoing progress towards marketing objectives
3. Evaluate and improve marketing performance
3.1 Regularly assess marketing performance against objectives
3.2 Identify opportunities for improvement through discussion with customers and personnel responsible for each element of the marketing mix
3.3 Change business practices in line with changing customer requirements to maintain business relevance and viability
3.4 Document recommendations for improvement in accordance with organisational requirements
3.5 Communicate changes to marketing objectives and targets with relevant stakeholders, to facilitate implementation
Assessment 1
Choose a sample marketing plan from www.mplans.com to answer the following questions.
Task 1
How would you inform stakeholders of the market planning process on their implementation roles and responsibilities, objectives of the plan, performance measures, and success of the marketing plan?
Task 2
Develop and prioritise a schedule for the marketing strategy. Identify resources needed by the organisation for their implementation.
Task 3
Explain how you would monitor the progress of the marketing team to ensure that team members are implementing each element of the marketing mix to meet the organisation’s marketing objectives. What tools would you use to monitor progress?
Task 4
Explain which metrics you would use to monitoring marketing activities and analysing marketing performance against the marketing plan.
Assessment 2 – Team Project
Choose a sample marketing plan from www.mplans.com to answer the following questions.
Part 1
A) Develop a communications plan for the promotion of the company’s products or services aimed at their ideal customer.
B) Explain how you would monitor the key marketing metrics in the marketing plan.
C) Explain how you would monitor the marketing expense budget in the marketing plan.
Part 2
A) If the revenue for the company decreased by 10% and expenses increased by 10%. How would you evaluate the performance? What actions would you take to rectify the situation.
B) If customer numbers decreased by 20% what changes would you make in the company? Explain which business practices and processes you would try to improve and communicate to stakeholders.
Part 3
present your findings in a business report.
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