Chartered Postgraduate Diploma in Marketing (Level 7) 560 – Emerging Themes Assignment Brief and Mark Allocation April 2017 Candidates are required to answer ALL tasks. Business format and presentation is worth 10% of the marks. CIM Regulations: All CIM qualifications are awarded by the CIM Awarding Body and CIM policies and regulations apply to all CIM candidates and Accredited Study Centres. Candidate Declaration: Candidates must adhere to the CIM policies and guidance and must include the declaration statement on the front cover of the assignment.

© The Chartered Institute of Marketing 2016

VERSION 1 – 05.09.16

Emerging Themes (560) – April 2017

Guidance notes for candidates and Accredited Study Centres These guidance notes refer to all CIM (Level 7) 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 allocation 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 MYCIM (www.cim.co.uk/mycim/). Each assignment must be completed individually. Candidates must include the declaration statement on the front cover of their assignment. 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. Mark allocation The assignment brief includes the mark allocation, 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. Mark allocations 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 mark allocations 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.

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Relative weightings

Concept

Application

Evaluation

Presentation

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 general feedback on ONE draft of an assignment but are not able to ask specific questions on how to achieve a higher grade. 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 for April 2017 assignments 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 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:

   

table of 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 (RAMIC).

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Presentation Candidates should present their work professionally, using legible 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 are Arial, Calibri or Times New 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 MYCIM. 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. Marks are not 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 MYCIM) express work in plain business English. This will help candidates to express their understanding most effectively.

All work that candidates submit 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 audiovisual presentations must be acknowledged. Malpractice and maladministration Plagiarism and collusion 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 MYCIM. 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.

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Emerging Themes (560) – April 2017

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. Accredited Study Centre malpractice Each assessment session, CIM Awarding Body investigates potential malpractice and maladministration issues on the part of candidates, Accredited Study Centre staff and any others involved in managing the delivery of qualifications, to maintain the integrity of CIM qualifications. Tutors are reminded not to provide candidates with set headings under which they populate their assignment evidence. This constitutes Accredited Study Centre malpractice. The evidence generated must be the candidate's own work. 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.

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Final grades Final grades will be sent to candidates within three months of the CIM deadline. Assignment deadlines In order to submit to this session, candidates must register with CIM by the required deadline. Candidates must submit their assignment to their Accredited Study Centre (ASC) by the ASC’s deadline, which will be different to CIM’s deadline. It is the candidate’s responsibility to contact the tutor for the submission deadline. The ASC must submit the candidate’s assignment and accompanying paperwork to CIM, to be received no later than the CIM deadline. CIM key dates and details of the important deadlines that must be met in the assessment cycle are available on the Tutor Zone.

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Emerging Themes (560) – April 2017

EMERGING THEMES ANSWER ALL TASKS Assignment brief The aim of this assignment is to provide you with the opportunity to produce a discussion paper that critically evaluates an emerging theme arising from the changing marketing environment and its impact on a selected sector or industry. The discussion paper should be based on leading-edge marketing research and practice in the chosen sector/industry, and be presented in a format suitable for use at an international conference or seminar for senior marketing practitioners. There are three components to this assignment. You are to undertake critical research into a chosen emerging theme as the basis for the discussion paper, and should present in tabular form a summary and evaluation of the sources used for this research. You are also required to produce a discussion paper that demonstrates a critical awareness and in-depth understanding of the relevant theme and its impact on the sector or industry. Finally, you are required to produce a set of cue-cards for a presentation based on the key points from your discussion paper in the previous task. Business format and presentation Business format and presentation is worth 10 marks overall for this assignment. You will be awarded marks for:    

relevance to the tasks use of supporting concepts and frameworks professional tone and required format Harvard referencing.

Task 1 (Assessment Criteria 1.1, 1.2) Based on a sector/industry that you are thoroughly familiar with, critically research your chosen macro-environmental change (emerging theme) in order to establish the potential impact this change may have on the sector/industry. You should use a range of relevant and credible secondary sources, including suitable industry journals, periodicals and other publications. In a table, summarise the various sources used, together with brief notes as to the credibility, reliability and merits of the different sources for the purposes of your discussion paper.

(10 marks)

(Total – 10 marks) (Word count for brief notes within the table: 500 words maximum)

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Task 2 (Assessment Criteria 1.1, 1.2, 2.1, 2.2, 2.3) Based on your research, write a discussion paper that could form the basis of a presentation that will be given at an international conference or seminar for senior marketing practitioners. The paper should: 



identify and critically assess, through the use of published evidence, ONE macro-environmental change (an emerging theme) that has the potential to bring about fundamental change to the nature of a sector/industry of your choice critically evaluate how that macro-environmental theme will bring about change to ONE of the following specific aspects of your chosen sector/industry: -





(20 marks)

consumer behaviour (or business buying behaviour in B2B) OR the nature/structure of competition OR the nature/structure of supply chains

(20 marks)

recommend and justify, using relevant marketing concepts and theories, ONE appropriate strategic marketing response that organisations within your chosen sector/industry should make in response to these changes

(20 marks)

predict how marketing professionals will need to adapt in terms of their skills, attitudes and behaviours, given the strategic marketing response that you have recommended.

(10 marks)

(Total – 70 marks) (Word count: 2,500 words maximum) Task 3 (Assessment Criteria 2.2) Summarise the key points from your discussion paper, in the form of a set of cue-cards that you are preparing for a presentation you have been invited to deliver at a local business conference.

(10 marks)

(Total – 10 marks) (Word count: 500 words maximum) Appendix 

Provide a one-page (single-sided) summary of key information and/or data about your chosen sector/industry as an appendix to your discussion paper (examiner information only – no marks awarded).

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EMERGING THEMES Mark allocation Marks available

Task Task 1 Research sources (500 words) Table summarising sources of research and an evaluation of the credibility, reliability and merits of the different sources used Task 2 Discussion paper (2,500 words) Identification and critical assessment, through the use of published evidence, of ONE macro-environmental change with the potential to bring about fundamental change to the nature of the chosen sector/industry

10

20

Critical evaluation of how that macro-environmental theme will bring about change to ONE of the following specific aspects of the chosen sector/industry: - consumer behaviour (or business buying behaviour in B2B) OR - the nature/structure of competition OR - the nature/structure of supply chains Recommendation and justification, using relevant marketing concepts and theories, of ONE appropriate strategic marketing response that organisations within the chosen sector/industry should make in response to these changes Prediction of how marketing professionals will need to adapt in terms of their skills, attitudes and behaviours, given the strategic marketing response recommended Task 3 Cue cards (500 words) Summary of the key points from the discussion paper, in the form of a set of cue-cards that are prepared for a presentation to deliver at a local business conference Total mark

20

20

10

10

90

Overall business format and presentation

Marks available

Business format and presentation is worth 10 marks overall for this assignment. You will be awarded marks for:    

relevance to the tasks use of supporting concepts and frameworks professional tone and required format Harvard referencing.

Total mark

10

10

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Emerging Themes (560) – April 2017

EMERGING THEMES Guidance notes The aim of the assignment is to provide candidates with the opportunity to critically assess the strategic impact of a particular macro-environmental change (an emerging theme) on the nature of a sector/industry of their choice. Candidates then need to critically evaluate how this macro-environmental change will affect consumer behaviour (or business buying behaviour) OR the nature/structure of competition OR the nature/structure of supply chains within that sector/industry. The assignment then requires candidates to demonstrate their ability to anticipate how businesses within their chosen sector/industry should respond to this impact from a strategic marketing perspective, and to predict the effect on the practice of marketing within this sector/industry. This builds upon knowledge and skills learnt at previous levels (eg Level 6), where a wider range of external and internal environmental forces will have been evaluated but in much less depth. Additionally, the focus of environmental analysis at previous levels has been on individual organisations. For this unit, analysis should focus upon a specific industry/sector, thereby developing candidates’ ability to think conceptually and in a more ‘visionary’ and creative manner. Candidates are expected to communicate ideas in a way that can bring about change. In particular, the examiners will be looking at candidates’ ability to ‘inspire’ other marketing practitioners to think about the future of their industry/sector. Tasks 1 and 2 Before writing their discussion paper, candidates should research suitable journals or periodicals that report on contemporary themes. They should then review their ideas with the academic facilitator for this unit at their study centre. When they write, it should be in a style suitable for a discussion paper and for the audience that might attend the chosen conference. In order to do this, it might be helpful for candidates to identify what actual conferences are taking place that include papers on their chosen theme, so that research can be undertaken on the nature of the audiences they are trying to attract. Whilst the assignment expects candidates to look at a specific sector, if information relevant to that sector is not available, candidates should consider how generic business theory/literature can be applied. Higher marks will be awarded to those candidates who use ‘trusted sources’, such as peer-reviewed academic journal articles, when critically evaluating theoretical concepts. Candidates should avoid using only internet sources, such as industry internet-only publications, as their sources of evidence are not always reliable. Candidates should produce a table summarising the various sources used, together with brief notes as to the credibility, reliability and merits of the different sources for the purposes of the discussion paper. Publication protocols As with any document that may ultimately be published, the discussion paper should be subject to the copyright legislation as it applies to ‘published works’. All sources must be accurately acknowledged, whether permission is required or not. Actual publication or dissemination is not a requirement of this assignment. Should candidates or tutors decide to approach a conference organiser or publisher, it should be

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Emerging Themes (560) – April 2017

done independently and without quoting CIM. In particular, the CIM brand, name or logo should not be used without prior permission. If the discussion paper is accepted for publication, including via a website, candidates are advised that written permission from the original authors will be required for the inclusion of quotations, maps, diagrams, photographs, tables, representations of works of art, or text and images copied from internet websites. By way of preparation, it is essential that tutors facilitate research and debate around a range of macro-environmental themes that are having an impact on a variety of sectors. Having been involved with this debate, each candidate should then undertake their own research in order to develop their thinking, prior to choosing their theme and producing the discussion paper. Having undertaken their research and summarised their findings, candidates should select ONE theme that is bringing about fundamental change to a sector/industry of their choice (although this theme may be having an impact on more than one sector/industry). Note: this macro-environmental change needs to be having a strategic and not just an operational impact. Candidates are advised to choose a sector/industry that they are thoroughly familiar with. There are a number of macro-environmental themes that can be selected. Each year, CIM will provide tutors with a summary of a few emerging themes and some publications that explore their impact. Candidates can choose one of these themes if it is relevant to their chosen sector/industry, or they can choose a macro issue that can be evidenced as a specific emerging issue in their business sector/industry. As the unit is ‘emerging themes’, the themes chosen should be contemporary in the context of the sector. The appropriateness of the theme also needs to be evidenced (ie backed up by national/industry statistics or other suitable sources, such as academic journal material). Facts about the chosen sector also need to be substantiated. Whatever theme is selected, candidates must support their critical assessment of the impact of that change on their selected sector/industry with evidence from credible published sources. In order to ensure that examiners marking this assignment have sufficient understanding of the selected sector/industry, candidates are required to provide a summary of key information and/or data about their chosen sector/industry as an appendix (maximum of one side of A4). No marks will be given for this, but it will assist examiners in awarding marks to the discussion paper, especially if an unusual sector/industry has been selected. Having done this, candidates are required to critically evaluate the impact of the macroenvironmental change on ONE of the following:   

consumer behaviour (or business buying behaviour in B2B) OR the nature/structure of competition OR the nature/structure of supply chains.

In order to do this, candidates need to substantiate their rationale with relevant concepts, theories and frameworks. The next stage of the assignment is for candidates to consider how organisations within their chosen sector/industry might respond to this impact from a strategic marketing perspective. They should consider the plausible responses and then recommend ONE

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credible response. They should justify their recommendation with relevant marketing concepts and theories and appropriate published academic theory. The last element of this part of the assignment requires candidates to consider how these changes will impact on the practice of marketing within the chosen sector/industry, and how skills, attitudes and behaviours will need to change to align with the strategic marketing response. Candidates should make explicit reference to the impact on marketing professionals, rather than assessing the impact on marketing in more general terms. This task provides the opportunity for creative and insightful responses, but again, predictions need to be underpinned by evidence in order to demonstrate their justification. The discussion paper should be appropriately referenced and it is important that the document is proofread before submission. Task 3 Senior Managers are often asked either to speak, or to give presentations, to local and national bodies. In this case, the candidate has been asked to talk about their work on Emerging Themes to a local business conference audience. In preparing the cue-cards for the presentation, it is important to ensure that candidates summarise the key points from the discussion paper prepared previously. Candidates are expected to prepare the cue-cards to ensure the delivery of a professional and informative presentation to an audience who are interested in Emerging Themes. Candidates have been allocated twenty minutes in the conference for the presentation so the content of the cue-cards should reflect this. Please note, candidates are only expected to produce the cue-cards for this task. Presentation cue-cards are usually the size of a standard post-card (A6 size or 148mm x 105mm) or filing box card. Using them often guarantees a more professional presentation, as the presenter is less inclined to simply read the slides on the screen and more likely to maintain eye contact with their audience. The presentation often sounds livelier, and enables the presenter to generate natural responses, as well as move more freely around the floor. Guidance on creating the cue-cards:       

the text should only be in bullet–points on which the presenter can verbally expand the writing or printing should only be on one side of the cue-card the writing or printing should be much larger than normal using font size 14, so that the presenter can easily read it number each of the points to be made on each card for each slide each card should ideally have an approximate length of time allocation for how long the verbal input should last include a prompt on the card where you might want to demonstrate something or show a video-clip for example do not be tempted to write-out your verbal presentation in full.

Cue-cards are an excellent way in which to focus the presentation and also to ensure it fits within the time allocation.

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Emerging Themes (560) – April 2017 Chartered Postgraduate Diploma: Grade Descriptors Level 7 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:

Concept 15% identify relevant theoretical principles commensurate with postgraduate level and critically apply and evaluate these within a senior marketing management context using originality of thought

Grade A

Application 30% critically analyse complex, incomplete or contradictory areas of knowledge of a strategic nature and communicate the outcome effectively synthesise information, with critical awareness, in a manner which is innovative and original utilise knowledge, theories and concepts from the forefront of the discipline/practice, demonstrating a mature and analytical understanding and awareness of managing and working at a strategic level

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:

identify relevant theoretical principles commensurate with postgraduate level and critically apply and evaluate these within a senior marketing management context

Grade B

identify relevant theoretical principles commensurate with postgraduate level and apply these within a senior marketing management context

Grade C

Grade D

repeating case material rather than evidencing knowledge of the marketing discipline at Postgraduate Diploma level

produce reliable, valid and incisive conclusions and strategic recommendations based on findings

engage confidently in academic and professional communication, reporting on actions clearly, autonomously and competently

critically evaluate marketing concepts, theories and methodologies, arguing alternative approaches, with evidence of an exceptional level of conceptual understanding of strategic issues apply initiative and originality of thought in problem solving and make decisions in complex and unpredictable situations produce reliable and informative conclusions and strategic recommendations based on findings

synthesise information in an effective manner, utilising appropriate knowledge, theories and concepts

evaluate marketing concepts, theories and methodologies, arguing a range of approaches, with evidence of a high level of conceptual understanding of strategic issues

produce reliable conclusions and strategic recommendations based on findings

analyse information in an appropriate manner, utilising knowledge of theories and concepts

evaluate marketing concepts, theories and methodologies, with evidence of a competent level of understanding of strategic issues

superficial conclusions and strategic recommendations which lack depth

limited analysis of information with limited reference to theories and concepts

insufficient evaluation of marketing concepts, theories and methodologies, evidencing a lack of understanding of strategic issues

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engage in academic and professional communication, reporting on actions clearly, autonomously and competently

apply techniques of problem solving and decision making

a lack of knowledge and understanding of a strategic nature

limited inclusion of contemporary issues and limited awareness or understanding of managing and working at a strategic level

engage in academic and professional communication, reporting on actions clearly, autonomously and competently

apply initiative in problem solving and decision making

analyse areas of knowledge of a strategic nature and communicate the outcome satisfactorily

include some contemporary issues demonstrating an awareness of managing and working at a strategic level 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:

Presentation 10%

analyse complex, incomplete or contradictory areas of knowledge of a strategic nature and communicate the outcome appropriately

apply relevant contemporary issues demonstrating a detailed understanding and awareness of managing and working at a strategic level 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:

Evaluation 45%

an inability to apply appropriate techniques for problem solving and decision making

inappropriate use of academic and professional communication