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CAM Diploma

120 – Marketing and Consumer Behaviour

Assignment Brief and Mark Scheme

December 2014 Candidates must answer ALL tasks. Task 1 is worth 20%, Tasks 2 and 5 are each worth 10% and Tasks 3 and 4 are each worth 30% of the marks. CAM Regulations All CAM qualifications are awarded by the CIM Awarding Body and

CIM policies and regulations apply to all CAM candidates and Accredited Study Centres. Candidates must ensure that they are CAM studying members and have registered for this assignment by the required CAM/CIM deadline. Once booked, if candidates later find that they are unable to submit to the December 2014 session they will need to book and pay again to submit to the March 2015 session. Fees are not transferable between sessions and extensions to the published deadline dates will only be considered on medical grounds. If an assignment is received from a candidate who has not booked by the above closing date, the relevant assignment entry fee will be raised along with a £100 late entry fee.

Candidate Declaration

Candidates must adhere to the CAM/CIM policies and guidance notes relating to word count, plagiarism and collusion when compiling this assignment and include the following declaration statement on the front cover of the assignment: ‘I confirm that in forwarding this assignment for marking, I understand and have applied the CAM/CIM policies relating to word count, plagiarism and collusion for all tasks. This assignment is the result of my own independent work except where otherwise stated. Other sources are acknowledged in the body of the text, a bibliography has been appended and Harvard referencing has been used. I have not shared my work with other candidates. I further confirm that I have submitted an electronic copy of this assignment to CIM in accordance with the regulations.’

© CAM Foundation 2014

Guidance notes for candidates These guidance notes refer to all CIM and CAM assignment briefs. Assignment regulations Candidates must complete the assignment brief published by The Chartered Institute of Marketing (CIM) for the relevant academic session. Candidates are able to ask for advice from tutors regarding the brief, the marking scheme and grade descriptors. Candidates and tutors should also understand and apply CIM policies relating to assignments, including word count, plagiarism and collusion; these are available on the CIM Learning Zone (www.cimlearningzone.co.uk). Each assignment must be completed individually. Context Candidates must refer to the guidance notes in each specific assignment brief. Confidentiality Candidates using organisational information dealing with sensitive/confidential material or issues, must seek advice and permission from the organisation about its inclusion in an assignment. Where confidentiality is an issue, candidates are advised to anonymise their assignment so that it cannot be attributed to a particular organisation. When submitting assignments to CIM, candidates who do not allow CIM permission to use their work for any other purpose may choose to opt out by ticking the box on the assignment/project front sheet. All CIM examiners sign a confidentiality agreement and cannot mark any assignment where there is a declared conflict of interest. All assignments are stored securely and are shredded confidentially after 12 months. Assignment criteria and mark schemes The assignment brief includes the assessment criteria and mark scheme, together with guidance notes. The guidance notes indicate the types of information and the format required. It is important that, when assignments are issued, discussions take place between candidates and tutors to clarify understanding of the assignment brief. Assessment criteria and mark schemes are included so that candidates can see where marks will be allocated and are able to structure their assignment accordingly. CIM reserves the right to amend the assessment criteria and mark schemes where appropriate. Grade descriptors Grade descriptors, used by examiners as part of the marking process, comprise the following elements: evaluation

application

concept

presentation.

The weightings of these elements are used to inform grades within a level and differentiate between levels. To maximise marks, candidates need to consider the weighting of the four elements at the relevant level.

http://www.cimlearningzone.co.uk/

Relative weightings Concept Application Evaluation Presentation

Introductory Certificate in Marketing

45% 30% 15% 10%

Professional Certificate in Marketing

40% 30% 20% 10%

Professional Diploma in Marketing

30% 30% 30% 10%

Chartered Postgraduate Diploma in Marketing

15% 30% 45% 10%

CAM Diplomas 40% 30% 20% 10%

Tutor guidance to candidates Candidates are able to ask their tutors to give feedback on ONE draft of an assignment and/or answer specific subject-related questions referring to the assignment. Feedback given will be focused around the mark scheme requirements, guidance notes, how the submission relates to the grade descriptors in relation to candidates’ chosen organisation. As tutors are not part of the official CIM marking process, they are not in a position to indicate possible grades through verbal feedback. Candidates can only ask tutors for verbal feedback on their completed assignments. Tutors cannot review completed assignments and return these to candidates with suggested changes in writing. Evidence of an Accredited Study Centre doing this will result in assignments being sent back unmarked. Word count policy The total number of words used for the whole assignment must be indicated on the front cover. Pages must be numbered for ease of reference. Candidates must comply with the recommended word count, within a margin of -/+10%. For some tasks a specified number of pages is given as an alternative to the word count. Areas included in the word count are as follows (unless otherwise specified in the individual assignment brief): tables

charts

diagrams

graphs

references (information such as specific quotations, author information)

headings

Areas excluded from the word count are: contents (if used)

executive summary (if required or used – please refer to specific brief requirements)

bibliography

appendices.

Therefore, if candidates use tables to present their answer in the main body of the text, the words used (or where appropriate, the number of pages) will be counted and the rules relating to word count or number of pages will apply.

When a task requires candidates to produce presentation slides, with speaker notes, the word count applies to the speaker notes only. Where a task requires candidates to work to a specific format candidates must refer to the specific brief’s guidance notes. Where candidates’ work has contravened the word count policy it will be reviewed by the Senior Examiner and the CIM Reasonable Adjustment, Malpractice and Irregularities Committee before a final decision is made on whether the assignment will be assessed. It is important that candidates adhere to the word count policy, as assignments that exceed the recommended word count, or number of pages, may be declared null and void and the candidate will be asked to complete and submit a new assignment. Presentation Candidates should present their work professionally, using tables and diagrams to support and/or illustrate the text. Unless tables and diagrams are specified as a requirement of a task, they can be included in either the appendix or the main body of the text. If tables are included as appendices, the findings must be summarised or referenced within the main body of the text for marks to be awarded. Text must be 11 point, and tables, diagrams and charts must be no smaller than 9 point. The font size must be legible and not compressed. Preferred fonts include: either Arial, Calibri or Times Roman. At the top of each page (in the header) candidates must insert the unit name and their membership number (9 point) and at the bottom of each page (in the footer) insert page numbers (9 point). Candidates must not include their name in any part of the assignment. Guidance on inserting presentation slides into Word documents is available on the CIM Learning Zone. Appendices Appendices should only be included where necessary and should be used to accommodate tables and diagrams to support/illustrate the main body of the text. No marks are awarded for work included in the appendices, and these should not be used as alternative locations for work that should appear in the main text. Appendices should not include published secondary information, such as annual reports or company literature. Referencing and professionalism A professional approach to work is expected. Candidates must: identify and acknowledge ALL sources/methodologies/applications used

use the Harvard referencing system (notes on Harvard are on the CIM Learning Zone website)

express work in plain business English. Marks are not awarded for use of English, but a good

standard of English will help candidates to express their understanding more effectively.

All work that candidates submit as part of the CIM requirements must be expressed in their own words and incorporate their own judgements. Direct quotations from the published or unpublished work of others, including that of tutors or employers, must be appropriately referenced. Authors of images used in reports and audio-visual presentations must be acknowledged. Plagiarism and collusion Academic offences, including plagiarism and collusion, are treated seriously. Plagiarism involves presenting work, excerpts, ideas or passages of another author without appropriate referencing and attribution. Collusion occurs when two or more candidates submit work which is so alike in ideas, content, wording and/or structure that the similarity goes beyond what might have been mere coincidence. Plagiarism and collusion are serious offences and any candidates found to be sharing their own work, copying another candidate’s work, quoting work from another source without

recognising and disclosing that source, or using agencies that provide assignment writing services will be penalised and their assignment may be declared null and void. It is a candidate’s responsibility to understand what constitutes an academic offence, and, in particular, what plagiarism and collusion are and how to avoid them. Useful guidance materials and supporting CIM policies are available on the CIM Learning Zone. In submitting each assignment, candidates need to complete the CIM declaration statement. In doing this the candidate is confirming that all the work submitted is their own and does not contravene CIM policies, including those on word count, plagiarism and collusion. Tutors sign the Listing of Candidates form, confirming that to the best of their knowledge the work submitted is the candidate’s own. If a tutor has concerns about the authenticity of a candidate’s submission, it is highlighted on this form. CIM reserves the right to return assignments if the necessary declaration statements have not been completed. A candidate believed to be involved in plagiarism and/or collusion for one or more tasks will have their work reviewed and processed through plagiarism detection software. A candidate found to be in breach of these regulations may be subject to one or more of the following: disqualification from membership; refused award of unit or qualification; disqualification from other CIM assignments/qualifications; refused the right to retake units/qualifications. Where a candidate has breached CIM regulations, the candidate and the Accredited Study Centre will be informed of the outcome. Submission of assignments Candidates are responsible for submitting a hard copy AND an electronic copy of the assignment to their Accredited Study Centre by the given deadline. Candidates must complete all CIM paperwork to accompany the assignment. CIM will not accept or mark an assignment that is sent to CIM by an individual candidate. A candidate’s Accredited Study Centre is responsible for ensuring the assignment is submitted to CIM by the required CIM deadline. It is CIM’s policy to mark the hard copy assignments only. The electronic copy is required for validity checks and will not be accepted by CIM as a substitute for the hard copy. Hard copy instructions The assignment must be held together by a treasury tag in the top left hand corner, but not bound or put in a wallet of any kind. Electronic copy instructions Candidates must submit an electronic copy of their assignment to their Accredited Study Centre, according to the following guidelines: candidates can only submit ONE file per unit to their Accredited Study Centre

file types that are acceptable are: .doc .docm .docx .rtf .pdf

the maximum file size per submission is 4mb; candidates should make every effort to reduce the

size of the file submitted.

Candidates’ Accredited Study Centres are responsible for submitting an electronic copy of each candidate’s assignment to CIM. Final grades Final grades will be sent to candidates within three months of the CIM deadline.

Assignment deadlines CIM has strict deadlines for Accredited Study Centres. In order to submit to this session, candidates must register by the deadline. Candidates must submit the assignment by their Accredited Study Centre’s deadline, which will be different to CIM’s deadline. It is the candidate’s responsibility to contact the tutor for the submission deadline. A candidate’s Accredited Study Centre must submit the assignment and accompanying paperwork to be received by CIM no later than the CIM deadline. CIM deadline dates are available on the Learning Zone.

MARKETING AND CONSUMER BEHAVIOUR

ANSWER ALL TASKS Task 1 Marketing principles It is important that organisations build in effective planning, in order to deliver successful marketing campaigns. The planning process consists of many key elements, including the understanding and analysis of the key internal and external factors affecting a business, as well as monitoring and control. As a Marketing Assistant for your own organisation, or a suitable organisation of your choice, you have been asked to produce a report which will be distributed to the whole organisation. The aim of the report is to give the organisation a better understanding of the planning process and how it can help them gain a competitive advantage. Produce a report that: explains what is meant by the term ‘marketing as an exchange process’, and why it is

important for the organisation to adopt this process explains the stages of the marketing plan and the importance of each of the stages presents the results of a basic internal and external marketing audit of the organisation evaluates the role and importance of marketing planning within the

corporate/organisational planning framework.

Word count: 1,200 words maximum

Appendix Provide a brief background to the chosen organisation, its customer base and its

product(s)/service(s) offered (two sides of A4 maximum).

Task 1 Marketing principles ASSESSMENT CRITERIA AND MARK SCHEME

Assessment Criteria Marks

Available

CIM Examiner’s

Mark

CIM Moderated

Mark

Explanation of what is meant by the term ‘marketing as an exchange process’, and why it is important for the organisation to adopt this process

3

Explanation of the stages of the marketing plan and the importance of each of the stages

4

Presents the results of a basic internal and external marketing audit of the organisation

5

Evaluation of the role and importance of marketing planning within the corporate/organisational planning framework

6

Format and presentation Relevance to the tasks Use of supporting concepts and frameworks Professional tone and required format Harvard Referencing

2

Total Mark 20

Marked by Date PRINT NAME Senior Examiner Date PRINT NAME

Task 1 Marketing principles Guidance notes This task is designed to test candidates’ knowledge and understanding of the principles of marketing, and focuses on the marketing exchange process, marketing audits and planning documents. The first part asks candidates to show an understanding of the marketing exchange process and explain its importance to their chosen organisation. The second part requires candidates to explain each of the marketing plan stages that a Marketing Assistant would need to work through to develop a complete and effective marketing plan. The third part requires candidates to use appropriate techniques to present the results of a basic internal and external marketing audit of their organisation. The final part requires candidates to evaluate the role and importance of marketing planning within the corporate/organisational planning framework and how it enables the organisation to meet its objectives. Please refer to the Learning Zone for further information about report writing.

Task 2 Research As a Marketing Assistant for your own organisation, or a suitable organisation of your choice, you have been asked by your Marketing Manager to produce a briefing paper that identifies the key elements of the research process and research methods. The briefing paper is to be distributed to key members of the marketing team. Produce a briefing paper that: explains the elements of the research planning process identifies the TWO most appropriate methods of primary research, with reasons for your

choice identifies the TWO most appropriate methods of secondary research for the

organisation, with reasons for your choice.

Word count: 600 words maximum


product(s)/service(s) offered, if not previously described (two sides of A4 maximum).

Task 2 Research ASSESSMENT CRITERIA AND MARK SCHEME


Available

CIM Examiner’s

Mark

CIM Moderated

Mark

Explanation of the elements of the research planning process

3

Identification of the TWO most appropriate methods of primary research, with reasons for choice

3

Identification of the TWO most appropriate methods of secondary research for the organisation, with reasons for choice

3


1

Total Mark 10


Task 2 Research Guidance notes This task is designed to test the candidates’ knowledge and understanding of research within the marketing function. The first part of the task requires candidates to explain each of the elements of the research planning process, in order to develop a successful research project. The second part of the task requires candidates to consider a variety of primary research methods, and identify the TWO most appropriate methods for the candidates’ chosen organisation. Reasons should be given for the candidates’ selection. The final part of the task follows a similar structure to the previous, with candidates focusing on the TWO most appropriate secondary research methods. Again, reasoning needs to be given for the candidates’ choices. Please refer to the Learning Zone for further information about writing briefing papers.

Task 3 Communication, advertising and media Marketing communications has evolved dramatically in recent years with the advent and development of digital channels. The senior management team needs to understand these changes and their implications for the organisation. As a Marketing Assistant for your own organisation, or a suitable organisation of your choice, you have been asked to prepare a report for the senior management team, to help them develop a better understanding of marketing communications. Produce a report that: identifies and describes the different elements of a marketing communications plan explains the key characteristics associated with push, pull and profile strategies

analyses the impact of digital channels on push, pull and profile strategies identifies the main issues facing the organisation in relation to marketing

communications in a global context

evaluates the current marketing communications methods used by the organisation to:

o build awareness of the brand o build brand loyalty.




Task 3 Communication, advertising and media ASSESSMENT CRITERIA AND MARK SCHEME


Available

CIM Examiner’s

Mark

CIM Moderated

Mark

Identification and description of the different elements of a marketing communications plan

4

Explanation of the key characteristics associated with push, pull and profile strategies

3

Analysis of the impact of digital channels on push, pull and profile strategies

6

Identification of the main issues facing the organisation in relation to marketing communications in a global context

6

Evaluation of the current marketing communications methods used by the organisation to: o build awareness of the brand

o build brand loyalty

8


3

Total Mark 30


Task 3 Communication, advertising and media Guidance notes The focus of this task is to test the candidates’ knowledge and understanding of communication, advertising and media. The first part of the task requires candidates to describe the different elements of the marketing communications plan. Candidates are only required to describe each of the elements and not produce a marketing communications plan. The second part of the task requires candidates to explain the characteristics of push, pull and profile strategies. The third part of the task requires candidates to analyse a number of digital channels and identify the impact they have on push, pull and profile strategies. The fourth part of the task requires candidates to consider the issues faced by the organisation in relation to marketing communications within a global context. Finally, candidates are required to evaluate the current marketing communications method undertaken by their chosen organisation, and evaluate how effective these are in building awareness of the brand and in building brand loyalty. Please refer to the Learning Zone for further information about report writing.

Task 4 Consumer behaviour The senior management team of your organisation is aware that there needs to be an improved focus on understanding customer behaviour and how it can influence the activities of the whole organisation. The marketing department has been tasked with the production of a series of internal newsletters that outlines the organisations understanding of customer behaviour. As a Marketing Assistant for your own organisation, or a suitable organisation of your choice, you have been asked to write an article for the first internal newsletter. Produce an article that: explains the difference between consumer buyer behaviour and organisational buyer

behaviour explains how the following concepts can help marketers to understand the purchase and

usage of products:

o culture o personality o motivation

analyses the current decision making process (DMP) for consumers, and identifies the

key influences on the consumer in relation to making a purchase decision evaluates the current effectiveness of the organisation’s internal communications in

achieving the following:

o creating good internal relationships o establishing and maintaining good customer relationships.




Task 4 Consumer behaviour ASSESSMENT CRITERIA AND MARK SCHEME


Available

CIM Examiner’s

Mark

CIM Moderated

Mark

Explanation of the difference between consumer buyer behaviour and organisational buyer behaviour

6

Explanation of how the following concepts can help marketers to understand the purchase and usage of products: o culture o personality o motivation

6

Analysis of the current decision making process (DMP) for consumers, and identification of the key influences on the consumer in relation to making a purchase decision

7

Evaluation of the current effectiveness of the organisation’s internal communications in achieving the following: o creating good internal relationships o establishing and maintaining good customer

relationships

8


3

Total Mark 30


Task 4 Consumer behaviour Guidance notes This task should be carried out for the candidates’ own organisation or, if there are any issues with identifying and explaining consumer behaviour, they can choose another suitable organisation where they can access the information. Candidates should answer this task using a three- or four-column newsletter format. The first part of the task requires candidates to explain the difference between consumer buyer behaviour and organisational buyer behaviour. The second part of the article requires candidates to explain the role that culture, personality and motivation play in helping marketers to understand the purchase and usage of their product by their customers. The third part of the task requires candidates to understand the DMP that their consumers go through when making a purchase. They should also be able to identify key influences on the consumer when making purchasing decisions. The final part of the task asks candidates to evaluate the effectiveness of the organisation’s current internal communications in creating good internal relationships and establishing and maintaining good customer relationships. Please refer to the Learning Zone for further information about producing articles.

Task 5 Channel behaviour There are many approaches to communication that can be used within different marketing channels to achieve marketing objectives. As a Marketing Assistant for your own organisation, or a suitable organisation of your choice, you have been asked by your Marketing Manager to produce a short presentation of EIGHT slides, with speaker notes, that: describes the role that marketing communication activities have within the organisation

and evaluates their effectiveness in: o reinforcing commitment o building satisfaction

analyses the organisation's current use of digital communication channels and the

impacts that this has on the use of traditional channels.

Word count for speaker notes: 600 Number of slides: eight maximum including one introductory slide, one summary slide and six content

slides



Task 5 Channel behaviour ASSESSMENT CRITERIA AND MARK SCHEME


Available

CIM Examiner’s

Mark

CIM Moderated

Mark

Description of the role that marketing communication activities have within the organisation and evaluation of their effectiveness in:

o reinforcing commitment o building satisfaction

4

Analysis of the organisation's current use of digital communication channels and the impacts that this has on the use of traditional channels

4


2

Total Mark 10


Task 5 Channel behaviour Guidance notes This final task asks candidates to consider channel behaviour within the organisation. Candidates are required to produce an EIGHT slide presentation which is fit for a professional business situation. The first part asks candidates to describe and evaluate the role marketing communication activities have in order for the organisation to: reinforce commitment build satisfaction.

The final part asks candidates to analyse the organisation’s use of digital communication channels and the effect this is having on its use of traditional channels. Candidates are not expected to actually deliver the presentation. The presentation slides and speaker notes should be presented as individual slides with supporting speaker notes below, each on a portrait A4 page. This can usually be achieved by referring to the ‘Print Layout’ and ‘Notes Pages’ menu, although this will vary depending on the professional presentation software used. Presentation slides should be developed with the audience in mind, and therefore the use of jargon and slides containing a great deal of information should be avoided. Speaker notes should be complete enough for the person who will be delivering the presentation to fully understand what they need to say, but do not need to be a script. Please note the difference between slides and speaker notes: the former should be concise and will only contain a few lines and may include visuals. The latter should clarify and explain in words with much more detail. The total number of slides is EIGHT maximum. Please note that the content of the presentation requires SIX slides. The word count applies to the SIX content slides. The additional two slides are to be used as an introductory slide and a summary slide.

CAM Diplomas: Grade Descriptors Level 4

Concept 40% Application 30% Evaluation 20% Time Management and Presentation

10%

Grade A

This grade is given for work that meets all of the assessment criteria to secure at least 70% and demonstrates a candidate’s ability to:

develop appropriate research strategies for secondary research selectively identify valid and relevant information from a wide range of relevant sources for the discipline evidence comprehensive knowledge and understanding constructively consider and effectively analyse a wide range of information for a specified task

produce well-structured, coherent and detailed arguments in response to a given brief, using marketing terminology fluently evidence insight, understanding and application of key principles express ideas persuasively, apply appropriate terminology and concepts accurately apply a wide variety of illustrative examples to underpin concepts used

draw valid conclusions and make informed recommendations reflect and evaluate own learning across module and assess how this will affect current and future practice

plan, review and complete work within the specified deadlines/time and produce work of an exceptional and professional standard of presentation, format and tone

Grade B

This grade is given for work that meets all of the assessment criteria to secure at least 60% and demonstrates a candidate’s ability to:

develop an appropriate research strategy for secondary research identify valid and relevant information from a suitable range of relevant sources for the discipline evidence detailed knowledge and understanding consider and analyse a range of information for a specified task

produce logical arguments in response to a given brief, using marketing terminology correctly evidence sound understanding and application of key principles express ideas clearly, applying appropriate terminology and concepts accurately apply a variety of examples to illustrate findings

draw reliable conclusions and make sound recommendations reflect and evaluate own learning on aspects of the module and assess how this will affect current and future practice

plan, review and complete work within the specified deadlines/time and produce work to a high standard of presentation, format and tone

Grade C

This grade is given for work that meets enough of the assessment criteria to secure at least 50% and demonstrates a candidate’s ability to:

develop an appropriate research strategy for secondary research identify relevant information from a minimum number of sources for the discipline evidence a satisfactory level of knowledge and understanding analyse a minimum number of sources of information for a specified task

produce arguments in response to a given brief, using sufficient marketing terminology evidence a basic understanding and application of key principles outline ideas and concepts using appropriate terminology apply examples to support findings

draw limited conclusions and make some recommendations reflect and evaluate own learning on aspects of the module and assess how this will affect future practice

complete work within the specified deadlines/time and produce work of an acceptable presentation, format and tone

Grade D

This grade is given for borderline work that does not meet enough of the assessment criteria to secure a pass and is within the band 45-49%. This may be due to:

an inability to develop an appropriate research strategy for secondary research insufficient sources of information being used to underpin research for the discipline repeating case material rather than evidencing knowledge a lack of detail and argument when analysing information for a specified task

limited use of marketing terminology a lack of basic understanding and application of key principles insufficient use of terminology and/or incomplete grasp of key concepts limited use of examples to support findings

superficial conclusions and recommendations which lack depth and insight little evaluation of learning and/or impact on future practice

work not being completed within the specified deadlines/time and errors in presentation, format and tone

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