CIM Level 6 Diploma in Professional Marketing
Innovation in Marketing (2211)
July 2020Assignment
The assignment comprises THREE compulsory tasksTask 1 is worth 30 marks
Task 2 is worth 40 marks
Task 3 is worth 30 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 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 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 innovate within marketing so as to help the organisation 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 innovation in marketing, with the objective of creating growth or sustaining existing revenue through more effective market penetration. You will need to carry out an audit, both internal and external, of the factors that facilitate and those that create barriers to innovation for your chosen organisation. Having identified ways in which the marketing department can use an innovative approach for meeting its objectives, you should then construct a persuasive business case and plan to launch this approach. |
| Theme 2: Market Development The SMT has asked you to take responsibility for delivering innovation in marketing, with the objective of creating growth or sustaining existing revenue through market development. You will need to carry out an audit, both internal and external, of the factors that facilitate and those that create barriers to innovation for your chosen organisation. Having identified ways in which the marketing department can use an innovative approach for meeting its objectives, you should then construct a persuasive business case and plan to launch this approach. |
| Theme 3: Product/Service development The SMT has asked you to take responsibility for delivering innovation in marketing, with the objective of creating growth or sustaining existing revenue through product/service development. You will need to carry out an audit, both internal and external, of the factors that facilitate and those that create barriers to innovation for your chosen organisation. Having identified ways in which the marketing department can use an innovative approach for meeting its objectives, you should then construct a persuasive business case and plan to launch this approach. |
| Theme 4: Diversification The SMT has asked you to take responsibility for delivering innovation in marketing, with the objective of creating growth or sustaining existing revenue through diversification. You will need to carry out an audit, both internal and external, of the factors that facilitate and those that create barriers to innovation for your chosen organisation. Having identified ways in which the marketing department can use an innovative approach for meeting its objectives, you should then construct a persuasive business case and plan to launch this approach. |
| Key things to remember once you have made your choice of organisation and theme |
|
Innovation
In line with the theme you have selected for this assignment, you are required to carry out the following.
(5 marks)
(15 marks)
AC2.1
(10 marks) (Total – 30 marks)
(Organisation summary maximum page count – two sides of A4 paper) (Tasks 1 (b) to 1 (c) maximum word count – 1,250 words)
VERSION 1 – 29.11.19 Page 6 of 10
Innovation in Marketing (2211) – July 2020
Task 2 – Business Case and Proposal
Learning Outcomes covered in Task 2:
LO3, LO4
Please refer to the module specification for Learning Outcome details.
Innovative Marketing
In line with the theme you have selected for this assignment, you are required to carry out the following.
AC3.3, AC4.2, AC4.3
(20 marks) (Total – 40 marks) (Tasks 2 (a) to 2 (c) maximum word count – 2,000 words)
VERSION 1 – 29.11.19 Page 7 of 10
Innovation in Marketing (2211) – July 2020
Task 3 – Marketing and Communication Plan
Innovation in Action
In line with the theme you have selected for this assignment, you are required to carry out the following.
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Pages: 4
Words: 890