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CIM Level 6 Diploma in Professional Digital Marketing: Marketing and Digital Strategy 2210 Answer

CIM Level 6 Diploma in Professional Marketing/CIM Level 6 Diploma in Professional Digital Marketing

Marketing & Digital Strategy (2210)

July 2020Assignment  

The assignment comprises TWO compulsory tasksTask 1 is worth 50 marks
Task 2 is worth 50 marks
Total marks available – 100 marks

Before you begin your assignment
How to choose your organisation
Your chosen organisation could be the one you work for, one for which you are acting as a consultant, or another organisation of your choice.
You need to apply your learning to all of the tasks in this assignment. It is important, therefore, to choose an organisation that you are familiar with, and where there is sufficient scope for exploring one of the themes in the detail required.
How to choose an appropriate theme
The themes relate to marketing approaches which any organisation may face. You should select a theme which fits with activities/plans that your chosen organisation has adopted, or could adopt. You need to select the theme you are most comfortable with and where you will be able to access relevant information to address the tasks.
You will be required to justify why you have selected your theme in the organisation summary.
Before settling on a final choice of theme, please go through all of the tasks and sub-tasks to make sure that you will be able to apply them to your chosen organisation, in terms of the information you have available to you. Time spent at this selection stage will be well invested.
You will need to select ONE theme to base all tasks within the assignment.
Finally, discuss your choice of theme and its suitability to your chosen organisation with your tutor, and maybe some of your study partners. It may also be advantageous to select a theme which helps to develop your personal skills and enhance your career development, where possible.
Please ensure that you clearly identify your chosen theme on the front cover of your assignment and in your organisation summary.
How to approach each sub-task
It would be helpful to have access to the module specification, when reading this section, which can be found on the MyCIM student portal: https://my.cim.co.uk/
This assignment is assessed against the learning outcomes for the module, which are found in the module specification and at beginning of each task. Assessment criteria (AC) are listed under each sub-task; these represent the syllabus areas that are the focus of that sub-task.
The last column of the syllabus in module specification shows the indicative content, which is designed to demonstrate the scope of those assessment criteria, and therefore the areas of theory, knowledge and application that you may consider building into your assignment.
 


It is acknowledged that variations in chosen organisations/themes could result in differences in the scope of indicative content being covered by your assignment. Therefore, you do not have to address all of the indicative content. You should select the content that is appropriate to your chosen organisation, theme and data.
Note also that the indicative content is not an exhaustive or definitive list and can just as easily cover other aspects of both practice and theory, including those processes and procedures used by your chosen organisation.
Good practice guidelines for assignment production
The maximum page/word count is intended to assist candidates in producing a professional business document of an appropriate length that can be used in the workplace. The assignment should be written in a professional tone and should only contain relevant material that directly contributes towards answering the task.
The tasks will indicate any specific format requirements, and it is expected that assignments will be presented accordingly.
Further information on format style, fonts requirements and guidance on page/word count can be found in the Student Assignment Submission Guidelines located on the MyCIM student portal: https://my.cim.co.uk/
 
This assignment has been developed so that it can be applied to organisations of all sizes and sectors. Where candidates feel that applying the assignment to their organisation requires taking a creative approach to the concept and theoretical principles explored, this is acceptable following discussion with their tutor. Where this occurs, the approach taken and the reasons for that should be outlined within the organisation summary.
It is good practice to acknowledge all sources/methodologies/applications using the Harvard referencing system. Details of how to reference can be found in the Harvard System of Referencing guide on located on the MyCIM student portal:https://my.cim.co.uk/
 


Themes
As Marketing Manager, you have been asked by the Senior Management Team (SMT) to create a 3-year marketing plan that will support the organisation to meet its objectives for growth or sustain its current market position.
Theme 1: Market Penetration
The SMT has asked you to take responsibility for delivering a strategic marketing plan with the objective of creating growth or sustaining existing revenue through more effective market penetration.
You are expected to begin with an in-depth audit of the organisation, which should critically evaluate the current situation. Following on from this, and using the outcomes of the audit, you are to prepare a strategic marketing plan, with the aim of achieving theobjective for your chosen organisation.  
Finally, you are required to justify the content of your plan in the context of yourorganisation’s goals, its market sector and current situation, and relevant theoreticalframeworks and concepts.
Theme 2: Market Development
The SMT has asked you to take responsibility for delivering a strategic marketing plan with the objective of creating growth or sustaining existing revenue through market development.
You are expected to begin with an in-depth audit of the organisation, which should critically evaluate the current situation. Following on from this, and using the outcomes of the audit, you are to prepare a strategic marketing plan, with the aim of achieving theobjective for your chosen organisation.  
Finally, you are required to justify the content of your plan in the context of yourorganisation’s goals, its market sector and current situation, and relevant theoreticalframeworks and concepts.
Theme 3: Product/Service Development
The SMT has asked you to take responsibility for delivering a strategic marketing plan with the objective of creating growth or sustaining existing revenue through product/service development.
You are expected to begin with an in-depth audit of the organisation, which should critically evaluate the current situation. Following on from this, and using the outcomes of the audit, you are to prepare a strategic marketing plan, with the aim of achieving theobjective for your chosen organisation.  
Finally, you are required to justify the content of your plan in the context of yourorganisation’s goals, its market sector and current situation, and relevant theoreticalframeworks and concepts.

Theme 4: Diversification
The SMT has asked you to take responsibility for delivering a strategic marketing plan with the objective of creating growth or sustaining existing revenue the through diversification.
You are expected to begin with an in-depth audit of the organisation, which should critically evaluate the current situation. Following on from this, and using the outcomes of the audit, you are to prepare a strategic marketing plan, with the aim of achieving theobjective for your chosen organisation.  
Finally, you are required to justify the content of your plan in the context of yourorganisation’s goals, its market sector and current situation, and relevant theoreticalframeworks and concepts.
Key things to remember once you have made your choice of organisation and theme

  • Although this is a practitioner-based assignment, the use of key concepts and theories to support your response is a key part of building your argument. Relevant theoryshould be used, but where there are no ‘preferred theories’ given within the indicative content, all are acceptable if they are relevant.
  • Once you have chosen your theme, all tasks and sub-tasks must be applied to that theme.
  • All sub-tasks should be applied to your chosen organisation, unless otherwise stated.
  • Please ensure that you are familiar with the grade descriptors, contained within this
    assignment, as they provide details of what the examiner is expecting for each task.
  • Please note assignments can only be accepted for marking with a valid assessment booking.

Task 1 – Marketing Plan

Situation Analysis, Planning, Implementation and Control

In line with the theme you have selected for this assignment, you are required to carry out the following.

Learning Outcomes covered in Task 1:
LO1, LO2, LO3, LO4, LO5, LO6
Please refer to the module specification for Learning Outcome details.

   

(a) Provide a background to your chosen organisation, including:

  • organisation name
  • organisation information – to include type of organisation, size of
    organisation, range of products and services, customer base and
    main competitors
  • stakeholders – summary of the organisation’s key internal and
    external stakeholders
  • key customer segment – an overview of the selected key
    customer segment for your plan
  • theme chosen and rationale for choice.
    Marketing Plan

(b) a strategic audit of where the organisation is now, using relevant models and frameworks to audit the current situation

AC2.1, AC2.2

(C) the marketing objectives which the organisation wants to achieve AC3.1

(d) the strategic options to achieve these goals (including segmentation, targeting and positioning), and a supporting tactical mix

AC3.2, AC4.1, AC4.2

(5 marks)

    

For your own organisation, or an organisation of your choice, you have been asked to

produce a 3-year marketing plan that will lead to improved growth. Your marketing plan

could follow a planning framework of your choice; however, it should cover the following

elements, and should be written to meet the requirements of the chosen theme:

  1. (e)  details of how the organisation will implement the chosen strategy
    AC5.1, AC5.2 (10 marks)
  2. (f)  metrics the organisation will use to monitor performance and measure success.

AC6.1

(10 marks) (Total – 50 marks)

(Organisation summary maximum page count – two sides of A4 paper) (Tasks 1 (b) to 1 (f) maximum page count – ten sides of A4 paper)

Marketing & Digital Strategy (2210) – July 2020

Task 2 – Justification Report

Situation Analysis, Planning, Implementation and Control – Content Justification

In line with the theme you have selected for this assignment, and applying academic theory to justify your answer in each case, you are required to carry out the following.

Marketing & Digital Strategy (2210) – July 2020

Learning Outcomes covered in Task 2:
LO1, LO2, LO3, LO4, LO5, LO6
Please refer to the module specification for Learning Outcome details.

   

  1. (a)  Identify the key issues from the audit that have shaped the content of your marketing plan. Link each issue to the section(s) of the plan where it has most impact.
    AC1.1, AC1.2, AC2.1, AC2.2
  2. (b)  Justify your choice of strategy, referring to the organisation’sobjectives, segmentation, targeting and positioning policy, as well as theoretical models.
    AC3.2, AC4.1
  3. (c)  Justify the content of your tactical marketing mix (online and offline) in terms of achieving the chosen strategy.
    AC4.3
  4. (d)  Create a Gantt Chart that will identify the budget and resources necessary to implement your plan, explaining your breakdown of the budget over time.
    AC5.1
  5. (e)  Justify your choice of measurement tools for determining the success of the marketing plan and explain how the results from this would inform a continuous improvement plan.

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