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CIM Level 6 Diploma in Professional Marketing: Managing Brands 2213 Answer

CIM Level 6 Diploma in Professional Marketing

Managing Brands (2213)

July 2020 Assignment

  The assignment comprises THREE compulsory tasks

Task 1 is worth 30 marks
Task 2 is worth 40 marks
Task 3 is worth 30 marks

Total marks available – 100 marks


Managing Brands (2213) – July 2020

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 a Brand Manager with responsibility for organisational corporate brand and product or services brands, you have been asked by the Senior Management Team (SMT) to consider how your brand(s) can 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 brand plan with the objective of creating growth or sustaining existing revenue through more effective market penetration of a key customer segment.
As a Brand Manager, you are responsible for managing how the organisation’s brands canbe utilised to support and contribute to this objective through the evaluation of the current brand portfolio and consideration of elements of the current brand strategy that can be taken forward.
You are also required to consider, through the application of data and insights, how thecorporate brand identity and image can be utilised alongside the organisation’s resourcesand culture to develop a full brand plan for market penetration, moving on to recommend how the success of that plan could be measured.
Theme 2: Market Development
The SMT has asked you to take responsibility for delivering a brand plan with the objective of creating growth or sustaining existing revenue through more effective market development.
As a Brand Manager, you are responsible for managing how the organisation’s brands canbe utilised to support and contribute to this objective through the evaluation of the current brand portfolio and consideration of elements of the current brand strategy that can be taken forward.
You are also required to consider, through the application of data and insights, how thecorporate brand identity and image can be utilised alongside the organisation’s resourcesand culture to develop a full brand plan for market development, moving on to recommend how the success of that plan could be measured.
Theme 3: Product/Service Development
The SMT has asked you to take responsibility for delivering a brand plan with the objective of creating growth or sustaining existing revenue through more effective product/service development for a key customer segment.
As a Brand Manager, you are responsible for managing how the organisation’s brands canbe utilised to support and contribute to this objective through the evaluation of the current brand portfolio and consideration of elements of the current brand strategy that can be taken forward.
You are also required to consider, through the application of data and insights, how thecorporate brand identity and image can be utilised alongside the organisation’s resourcesand culture to develop a full brand plan for product/service development, moving on to recommend how the success of that plan could be measured.

Continued

Managing Brands (2213) – July 2020

Theme 4: Diversification
The SMT has asked you to take responsibility for delivering a brand plan with the objective of creating growth or sustaining existing revenue through undertaking a diversification strategy.
As a Brand Manager, you are responsible for managing how the organisation’s brands canbe utilised to support and contribute to this objective through the evaluation of the current brand portfolio and consideration of elements of the current brand strategy that can be taken forward.
You are also required to consider, through the application of data and insights, how thecorporate brand identity and image can be utilised alongside the organisation’s resourcesand culture to develop a full brand plan for diversification, moving on to recommend how the success of that plan could be measured.
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 indicativecontent, 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 – Report

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

Brand Strategy

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

  

  1. (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
    • theme chosen and rationale for choice.
  2. (b)  Evaluate how your chosen organisation’s brand position, attributes andpersonalisation to the key customer segment could utilise digital techniques to improve the customer journey and build effective touchpoints.
    AC1.2, AC1.3
  3. (c)  Appraise the role of the elements that combine to form theorganisation’s brand strategy, in terms of their ability to meet theobjective.

    

AC1.1, AC2.1

(5 marks)

(15 marks)

(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)

Task 2 – Brand Plan

Brand Management

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

Managing Brands (2213) – July 2020

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

   

  1. (a)  Assess the effectiveness of the organisation’s brands in adding valueand equity, through an assessment of the corporate brand identity and image.
    AC3.2, AC3.3, AC5.2
  2. (b)  Develop a brand plan to deliver the brand strategy for the organisation and support the objective, including a discussion of how potential barriers to brand building could be overcome.
    AC2.2, AC4.1, AC4.2
  3. (c)  Evaluate the robustness of data available to create the relevant insight to support the brand plan, identifying data gaps and recommending how these could be filled.

(10 marks)

(20 marks)

AC4.3

(10 marks) (Total – 40 marks) (Tasks 2 (a) to 2 (c) maximum word count – 2,000 words)

 

Task 3 – Briefing Paper

Managing Brands (2213) – July 2020

Learning Outcomes covered in Task 3:
LO5, LO6
Please refer to the module specification for Learning Outcome details.

Brand Metrics

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

(a) Recommend, with justification, the skills, physical resources and culture needed to deliver the organisation’s brand plan detailed inTask 2 (b).

AC5.1 (10 marks)

(b) Develop an appropriate dashboard for measuring brand performance, by assessing which online and offline metrics should contribute to the proposed dashboard.

AC6.1 (10 marks)

(c) Define which metrics and analytics will be key to supporting future revisions to your proposed brand plan, in relation to the objectives.

AC6.2 (10 marks) (Total – 30 marks) (Tasks 3 (a) to 3 (c) maximum word count – 1,500 words)

 

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