CIM Coursebook 06 07 Marketing Management in Practice (CIM Coursebook)

front cover......Page 1
copyright......Page 5
table of contents......Page 6
How to use these coursebooks......Page 8
About MarketingOnline......Page 9
Focus of the module......Page 10
Unit 1: management and marketing roles......Page 12
CIM Professional Marketing Standards......Page 13
Different orientations to the market......Page 14
Managing knowledge and delivering market research projects......Page 15
What is management?......Page 16
Studying management......Page 17
Culture......Page 18
Management roles......Page 20
Marketing management......Page 21
Recent changes and future trends in Marketing Management......Page 22
Marketing departments......Page 23
Working across organizational boundaries......Page 24
Organizational culture......Page 27
Person culture......Page 28
Objectives of an organizational structure......Page 33
Collegial models of organizations......Page 34
Functional......Page 35
Geographical structures......Page 36
Matrix......Page 37
Brand management......Page 39
Market research......Page 40
Product or service management......Page 42
Social marketing......Page 43
Corporate social responsibility......Page 44
Further study......Page 47
Unit 2: recruiting the team......Page 50
Introduction......Page 51
Types of marketing teams......Page 55
The role of the manager in a team......Page 57
Relations between teams in an organization......Page 58
Sales and marketing......Page 59
Finance......Page 60
What are effective teams?......Page 61
Virtual teams......Page 63
Managing diversity......Page 64
Masculinity (MAS)......Page 65
Long-Term Orientation (LTO)......Page 66
Trompenaars’s seven-dimensional model......Page 67
Recruiting externally......Page 69
Internal recruiting......Page 70
Discrimination: What the law says......Page 71
Equal pay......Page 73
Job description......Page 74
The Rodger seven-point plan......Page 75
Munroe Fraser - 5 Point Plan......Page 77
Interviews......Page 78
Objectives for an interview......Page 79
Finishing the interview......Page 80
One-on-one interviews......Page 81
Psychometrics......Page 82
Typical behaviour......Page 83
Drawbacks of selection interviews......Page 84
Job boards......Page 85
Further study......Page 86
Unit 3: developing the team......Page 89
Performing......Page 90
Resource investigator......Page 91
Specialist......Page 92
Five characteristics of leadership......Page 93
Core functions of leadership......Page 94
Evaluation of team performance......Page 96
Leave the receiver with a choice......Page 98
Motivation......Page 99
McGregor XY Theory......Page 100
Hertzberg motivators and hygiene factors (Hertzberg et al., 1959)......Page 101
Equity theory......Page 102
Creating a culture of teamwork......Page 103
Building and maintaining the team......Page 104
The six deadly sins of team building (Bacal, 2002).......Page 105
Conflict in organizations......Page 106
Collaborating......Page 107
Accommodating......Page 108
Avoiding......Page 109
Groupthink......Page 110
Developing the team......Page 112
Learning in teams......Page 113
The benefits of training and development......Page 114
Online training and education......Page 115
Coaching......Page 117
Coaching checklist......Page 118
Management development......Page 119
Discipline......Page 120
Further study......Page 121
Introduction......Page 123
The macro-environment......Page 124
Developing the plan......Page 125
Evaluation......Page 126
The value chain......Page 127
Market penetration......Page 128
Directional Policy Matrix......Page 129
Gap analysis......Page 130
Balanced Scorecard......Page 131
The micro-environment......Page 132
Identifying your stakeholders......Page 133
Your best estimate of the influence of the stakeholder......Page 134
The internal environment of the organization......Page 135
Implications for marketing......Page 136
The change problem......Page 137
Making change......Page 138
Change management: The skill requirements......Page 139
Analytical skills......Page 140
Planning for a change programme......Page 141
Example of an unfreezing method......Page 143
First steps......Page 144
Fishbone analysis......Page 145
Internal marketing......Page 146
Internal relationship marketing techniques......Page 147
Product......Page 148
Managing the implementation of internal marketing (Jobber, 1995)......Page 149
How to plan for a change programme......Page 150
Unit 5: project management......Page 153
What is a project?......Page 155
Closeout......Page 156
Post project evaluation......Page 157
Feasibility studies......Page 158
Project brief......Page 159
Assumptions......Page 160
Deliverables......Page 161
Building a project plan......Page 162
Determine management systems......Page 163
Milestones......Page 164
Gantt charts......Page 165
Displaying link lines between tasks......Page 166
PERT/CPM......Page 168
Critical path analysis......Page 169
Collecting information from team members......Page 170
Managing the scope of the project......Page 171
The control process......Page 172
Managing quality......Page 173
The reasons for project failure......Page 174
Quality factors......Page 175
Management of performance......Page 176
Five rules for delivering criticism......Page 177
Administrator......Page 178
Decision-maker......Page 179
PRINCE......Page 180
Post Implementation Review (PIR)......Page 181
Some key success factors......Page 182
Managing relationships......Page 183
Further study......Page 184
Unit 6: knowledge management and market research......Page 185
Differences between data, information and knowledge......Page 187
‘Dos’ and ‘don’ts’ for effective knowledge management......Page 189
Market Information System (MkIS)......Page 190
MkIS and CRM trends......Page 192
Relationship marketing (RM) and customer relationship management (CRM)......Page 193
Benchmarking......Page 194
The EFQM Excellence Model......Page 195
Pre-testing......Page 196
Evaluating secondary information......Page 197
Quantitative data......Page 198
The characteristics of direct marketing are different from those of market research......Page 199
Company background......Page 200
Quality......Page 201
Preparing a research proposal......Page 202
Stage 2 - Develop the research plan and determine research design......Page 203
Research design......Page 204
Sample design......Page 205
Non-probability samples......Page 206
Stage 3 - Data collection methods......Page 207
Qualitative approaches......Page 210
Simulation......Page 211
Stage 4 - Data collection......Page 212
Listening......Page 213
Post-testing......Page 214
Online research......Page 215
Computer-assisted personal interviewing (CAPI)......Page 216
Online focus groups......Page 217
Quantitative research......Page 218
Freelancers or consultants......Page 219
Market research recruitment agencies......Page 220
Agency selection......Page 221
Evaluation of public relations......Page 222
Evaluation of personal sales......Page 223
Further study......Page 224
Unit 7: developing and implementing marketing plans......Page 226
Marketing planning and corporate planning......Page 227
Marketing planning......Page 228
Marketing audit......Page 229
Environmental scanning......Page 230
Marketing analysis tools......Page 231
Threats......Page 233
Marketing objectives......Page 235
Marketing mix decisions......Page 236
Systems analysis......Page 238
Measure and control......Page 239
Supporting documentation......Page 240
Diamond’s marketing plan......Page 241
The target market......Page 242
Promotional objectives and strategies......Page 243
Distribution......Page 244
Social......Page 245
Power of suppliers......Page 246
Rivalry between firms......Page 247
Market share......Page 250
Unit 8: marketing communications and customer service......Page 254
Formats for a marketing communications plan......Page 255
Full-service agency......Page 256
Developing an agency brief......Page 257
Designing the message......Page 258
Internet marketing......Page 259
Media planning......Page 261
Determining the marketing communications budget......Page 262
What complainants wanted......Page 265
Integrated marketing communications......Page 266
Types of marketing communications......Page 267
Advertising......Page 268
Public relations......Page 269
Direct marketing activities......Page 270
Trade promotions......Page 271
Distribution channels......Page 272
Channel management......Page 273
The promotional mix in the marketing channel......Page 275
Value-added activities......Page 277
Communications in marketing channel networks......Page 278
Evaluating channel effectiveness......Page 279
Australia: State of Victoria Government Communication Evaluation Guidelines Key Principles......Page 280
Customer service......Page 281
Trends in customer service......Page 282
Reduced costs of running the business......Page 284
Customer care......Page 285
Implementing a customer care programme......Page 286
Monitoring and evaluating customer service......Page 287
SERVQUAL......Page 288
Added-value schemes......Page 290
Customer retention management......Page 291
Relationship marketing......Page 292
Relationship marketing and mass customization......Page 293
Preparing for your examination......Page 296
A bit about the Senior Examiners!......Page 297
Structure/content......Page 298
Format of answers......Page 299
Your approach to mini-cases......Page 300
Specimen examination papers and answers......Page 301
Memory......Page 302
Revision planning......Page 303
Practical actions......Page 306
Introduction - the basis to the assignments and the integrative project......Page 308
Optional questions......Page 309
How to pass the integrative assignment......Page 311
General research into your selected organization......Page 312
The contexts of marketing......Page 313
Stakeholder analysis......Page 314
What is the task? What theory? What context?......Page 315
CORE SECTION - The role of marketing in the organization - 50 per cent weighting......Page 316
Academic reports......Page 317
Characteristics of good submissions......Page 320
Conclusion......Page 321
Use of case studies......Page 322
Submission of assignments/integrative project......Page 323
Further study......Page 324
What your exam paper has to demonstrate......Page 325
Understanding marketing theory......Page 326
What is a case study?......Page 327
Stakeholders......Page 328
What is the format?......Page 329
Outline structure for a marketing plan......Page 330
Outline structure for a communications plan......Page 331
Time......Page 333
Before revision......Page 334
Further study......Page 335
Debriefing Activity 2.2......Page 337
Debriefing Activity 2.4......Page 338
Debriefing Activity 5.3......Page 339
Debriefing Activity 7.1......Page 340
Debriefing Activity 8.1......Page 341
Paper......Page 342
Part A......Page 343
Question One......Page 347
Question 5......Page 348
Examiner's Report......Page 349
1. General Strengths and Weaknesses of Candidates......Page 350
Question 1a......Page 351
Question 2a......Page 352
Question 3......Page 353
3. Future Themes......Page 354
Paper......Page 356
Part A......Page 358
Question 1......Page 360
Question 5......Page 361
Examiner's Report......Page 364
1. Strengths and Weaknesses of Candidates......Page 365
Question 1a......Page 366
Question 2b......Page 367
Question 4a......Page 368
Question 5......Page 369
3. Future Themes......Page 370
Learning outcomes......Page 371
Element 2: Managing marketing projects (10 per cent)......Page 372
Element 5: Delivering communications and customer service programmes (20 per cent)......Page 373
Related key skills......Page 374
Supplementary readings......Page 375
Additional resources......Page 376
Syllabus content......Page 377
Element 5: Delivering communications and customer service programmes......Page 378
Marketing journals......Page 379
Websites......Page 380
Index......Page 382