Assignment Answers on CIM Level 6 Diplomas in Professional Marketing

CIM Level 6 Diplomas in Professional Marketing Mastering Metrics 2201

A CIM qualification at Level 6 develops your marketing and management skills enabling you progress your marketing career and perform professionally at a management level. CIM Diploma in Professional Marketing focuses on marketing and management. Providing the digital and strategic skills required to manage the marketing function.

Scenario: The impact of the changing lifestyles of end-users on organisational marketing strategy

Guidance notes:

Good practice guidelines for assignment production

The maximum word count is intended to assist candidates in producing a professional document of an appropriate length that can be used in the workplace. The submission should be written in a professional tone (unless otherwise instructed) and should only contain relevant material that directly contributes towards answering the task.

This assignment has been developed so that it can be applied to all organisations, sizes and sectors. Where candidates feel applying the assignment to their organisation needs a creative approach to be taken to the concept and theoretical principles explored, this is acceptable following discussion with their tutor. The approach taken should be outlined within the organisation overview.

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TASK 1 – REPORT

Assessment criteria covered in Task 1:

AC1.1, AC1.2, AC1.3, AC1.4, AC2.1, AC2.3

Please refer to the module specification for assessment criteria details.

In your role as a Marketing Manager, you have been asked by the SMT of your chosen organisation to produce a report on the role of marketing metrics in assessing changing end-user lifestyles.

Required:

Provide a background to your chosen organisation that gives an overview of the customer base and its current ability to respond to evolving end-user lifestyles.
	(5 marks)
Describe what has influenced the choice of the current set of marketing metrics used by your chosen organisation.
	(10 marks)
Appraise the current challenges of obtaining purposeful and relevant data on changing end-user lifestyles for your chosen organisation.
	(15 marks)
(Total – 30 marks)

(Organisation overview maximum page count – one side of A4 paper) (Tasks 1 (b) to 1 (c) maximum word count – 1,250 words)

TASK 1 – REPORT
Maximum page count: Task 1 (a) – one side of A4 paper Maximum word count: Tasks 1 (b) to 1 (c) – 1,250 words
Guidance notes:	ORGANISATION OVERVIEW GUIDELINES
	The organisation overview is intended to provide context on the chosen organisation and must not exceed one side of A4 paper. The following headings should be included: ·         Organisation name ·         Organisation information – To include type of organisation, size of organisation, range of products and services, customer base and main competitors ·         Specific background – Provide a background to the chosen organisation that gives an overview of the customer base, and its ability to take changes in end-user lifestyles into account when formulating marketing strategy
	Task 1 (b): Candidates should consider a range of factors that have influenced how the current set of marketing metrics has been chosen. This should include the consideration of various types of marketing metrics, and the need to align these with marketing objectives, strategies and outcomes. Consideration of the current working practices and processes in the chosen organisation may help to identify whether the reporting of metrics is supported, and whether the organisation has the resources to record the required information and data, for example, a customer relationship management (CRM) system. Candidates may also want to consider the impact of stakeholder influence on what metrics are used and how these have been implemented, for example, who the most influential stakeholders are, their role in helping to determine key performance indicators (KPIs) and therefore the metrics required to measure them. Candidates may refer to models such as McKinsey’s 7S Framework, or other relevant stakeholder models. Task 1 (c): Candidates should appraise the current marketing metrics in terms of their robustness, reliability and validity in relation to changing end- user lifestyles.

Candidates are expected to clearly appraise any identified challenges in using the current set of existing metrics for taking changing end-user lifestyles into account when formulating marketing strategy. It is also expected that candidates will demonstrate knowledge of a range of marketing metrics, together with their strengths and weaknesses, for obtaining data on changing end-user lifestyles. This appraisal may also include the potential problems that the organisation may encounter, such as the dangers of measuring the wrong factors, or the impact that different types of data may have upon each other. Candidates could also consider whether there are any potential gaps between some of the metrics used and their ability to measure the organisation’s marketing outcomes.

TASK 2 – BRIEFING PAPER

Assessment criteria covered in Task 2:

AC3.1, AC3.2, AC4.1, AC4.2, AC4.3, AC5.3, AC6.1

Please refer to the module specification for assessment criteria details.

You have been asked to prepare a briefing paper for the SMT that considers sources of measurement techniques, and the data these provide for identifying changing end-user lifestyles. Required:
(a)	Assess TWO new measurement techniques that could be used to provide data on changing end-user lifestyles.
		(14 marks)
(b)	Create a prototype dashboard to illustrate the types of data that could be gathered when using these TWO new measurement techniques.
		(12 marks)
(c)	Recommend what automated techniques could be used within your prototype dashboard for monitoring and anticipating changes in end- user lifestyles.
		(9 marks)
	(Total – 35 marks)
	(Tasks 2 (a) to 2 (c) maximum word count – 1,750 words)

TASK 2 – BRIEFING PAPER
Maximum word count: 1,750 words
Guidance notes:	Task 2 (a): Candidates should select and assess the TWO measurement techniques that they feel are most relevant to measuring changes in end- user lifestyles. These could, for example, be strategic metrics, operational metrics, or predictive measures such as horizon scanning or scenario planning. The key is that these TWO measurement techniques have not been used previously by the chosen organisation, and both should be able to support gathering information on changing end-user lifestyles. Task 2 (b): Candidates should present their data in a visual prototype marketing dashboard. These should not be just isolated charts and pictures, but should relate to the TWO new measurement techniques identified in Task 2 (a). Candidates should include a range of ways in which data should be presented through the new measuring techniques that should provide insight into changing end-user lifestyles. They could, for example, include data to illustrate why these changes are occurring, whether they are significant changes that are impacting on the organisation's products or services, whether they are seasonal, what their impact is, etc. This could be illustrated by identifying trends in sales, repeat purchase levels, attitudes to the brand, etc. The prototype dashboard should include, where relevant, examples of both quantitative and qualitative data, but all data examples must be outcomes of the TWO new measurement techniques chosen. The dashboard requires little supporting narrative, but should illustrate the data outcomes visually. However, the intended source of data for each chart or diagram should be stated below each visual, together with a brief rationale for its selection. Task 2 (c): Candidates should recommend automated techniques that would be appropriate for the metrics in the prototype dashboard. These could include techniques for monitoring changes in end-user lifestyles, forecasting changes, setting levels for trigger points, creating planned reactions to data gathering, and attribution modelling. The prototype dashboard could provide insight into where the events/touchpoints are in the end-user’s journey, and then assign values to each of these. An example of events/touchpoints using healthier lifestyles as an example related to food purchase could be the end- users’ purchasing motives, their ways of shopping, quality versus price, how food is consumed, etc.

TASK 3 – REPORT

Assessment criteria covered in Task 3:

AC4.1, AC5.1, AC5.2, AC6.2, AC6.3

Please refer to the module specification for assessment criteria details.

You have been asked to prepare a report for the SMT that considers new data sources available to analyse changing end-user lifestyles, and the issues that could occur when managing existing and new data sets. Required:
(a)	Assess the strengths and limitations of the data sources, both online and offline, that could be used to analyse changing end-user lifestyles.
		(10 marks)
(b)	Describe the potential impact and integration issues of merging new data with existing data.
		(10 marks)
(c)	Evaluate how insight drawn from metrics on changing end-user lifestyles could be used when formulating marketing strategy.
		(15 marks)
	(Total – 35 marks)
	(Tasks 3 (a) to 3 (c) maximum word count – 1,750 words)

TASK 3 – REPORT
Maximum word count: 1,750 words
Guidance notes:	Task 3 (a): Candidates should demonstrate their knowledge of data sources that are relevant to changes in end-user lifestyles. These should be both online and offline and could be, for example, customer feedback surveys, email and customer contact forms, usability testing, social media, etc. Examples to consider could also be from tactical activities, such as data on marketing campaigns, dashboard information, primary and secondary research, etc. The strengths and limitations of the chosen data sources on changing end-user lifestyles should be assessed in relation to formulating marketing strategy. Task 3 (b): Candidates should describe the potential issues of merging new and existing data. These could include issues of merging large and small data sets, the need for a ‘single source of truth’, and whether the data has been collected in the same way so that it can become one single source of data. Other examples could include duplication of data sets, and potential dilution of the reliability and validity of the data. Some relevant older data may get lost in the merging. Task 3 (c): Candidates should evaluate how metric analysis on changing end- user lifestyles could contribute to marketing strategy. This could include the advantages and disadvantages of real time data, traditional marketing metrics and digital metric integration, reliance on dashboard information, and the use of statistical analysis in strategic decision making.

Mstering Metrics (2201)