Stage 1 Unit 1 Et Tutor Resources.4

8/8/2019 Stage 1 Unit 1 Et Tutor Resources.4

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CIM Chartered Postgraduate Diploma in Marketing

oncontemporarymarketingpractice,butstrategiclevelpractitionersneedtobeabletoevaluatetheappropriatenessofvaryingmarketingresponsesinthe

lightofchangesintheirtradingenvironmentand,hopefully,futureprooftheirorganisationsintermsoflongtermorstructuralchangesinthewider

environment,be

that

climate

change,

changes

in

demographics,

scarcity

of

natural

resources,

etc.

It

is

this

ability

that

is

acrucial

element

of

Stage

2of

the

qualification,wherestudentsareexpectedtotakeoneofthekeyemergingthemesidentifiedinthisunit1andapplyittoamajorbusinessprojectwithin

theirownorganisationorbusinesssector. InordertosuccessfullycompleteStage2,therewillbeanexpectationthatthestudentunderstandsthelatest

issuesandthinkinginmarketing.

TheEmergingThemesunitshouldleavestudentswiththemotivationtoalwaysconsiderthechangingcontextoftheirmarketingdecisionmaking;tokeep

upwithdevelopmentsbothwithintheirindustryandoutsideit,tolearnanddevelopasamarketingprofessionalandhavetheconfidencetocritique

developingbusinessandmarketingtheory,soasseniormarketingpractitionerstheydonotjustpractisecarboncopymarketing,norbetakeninbyevery

nextbusiness

guru!

Thetutorresourceshighlightwheretutorsmightwanttomakelinkstofutureunits/stages.

CIMBuildingBlocksMarketingispractisedatanumberofdifferentlevels,fromtacticaltostrategic,therefore,theaimoftheCIMBuildingblocksistorepresentthemarketing

knowledgeandskillscoveredbythevariousCIMqualifications,supportingmarketingprofessionalsatvariousstagesintheircareers,fromIntroductory

Certificatethrough

to

the

Chartered

Postgraduate

Diploma

in

Marketing.

Specific

reference

to

the

building

block

statements

are

made

in

the

tutor

resourcestoencouragetutorstoreferencetheknowledgeandskillsthatstudentsshouldalreadyhavedeveloped,throughtheirachievementatprevious

levelsANDtodistinguishtheadditionalknowledgeandskillrequirementsneededfortheCharteredPostgraduateDiplomalevel.

Unit 1:

Emerging Themes Tutor Kit 2


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Justifyingtheneedtomonitorthemacroenvironmentandmakechanges

Changesinpoliticalgovernancesystemsandpoliticalfocus

Contemporaryeconomic

opportunities/challenges

Socialchange(atlocalandgloballevels)

Emergingtechnologies

Environmentalchallenges

Methodsofforecasting/predictingchange

Changesinconsumerbehaviour

Changesinnature/structureofcompetitionandnature/structureofsupplychains

Tutorsareencouragedtosourcetheirownmaterialsandexamples,anddrawupontheirownexpertiseandthelinks

theircentremayhavewithindustryspeakersorotherresources.

Keypointsforconsiderationinrelationtoindicativecontentaregivenbelow:

Justifyingtheneedtomonitorthemacroenvironmentandmakechanges

Themainconcepttogetoveratthispointisthelinkbetweenthemacroenvironmentandmarketingstrategyandhow

successfulorganisations

monitor

and

adapt

to

the

environment

and

how

entire

sectors

evolve

over

time

due

to

changes

inthemacroandmesoenvironment.

Changesinpoliticalgovernancesystemsandpoliticalfocus

Anemergingthemefor2009/2010isdevolution.Theincreasingdevolutionofgovernmentisapparentinmany

developednations. Devolutionreferstothegrantingofpower(bethatbudgetary,legislativeorgeneraldecisionmaking)

tolowerlevelsofgovernment,suchasregionalbodiesorlocalgovernment. Formanyorganisations,thiscanbringthem

closerto

decision

makers

(for

example,

in

the

area

of

planning

controls)

nevertheless

it

can

also

prove

problematic

for

organisationswithnationalcoverage,whofindthatregulatorydecisionmakingmayvaryacrossgeographicalareas.

Contemporaryeconomicopportunities/challenges

Nosectiononcontemporaryeconomicemergingthemeswouldbecompletewithoutanexplanationofthenearcollapse

oftheglobalfinancialsystemin2008. Theeconomicdownturnisaffectingallsectorsandorganisations,largeandsmall,sostudentsshouldhavenodifficultyinfindingmaterialtodiscussinclass. Again,ratherthanfocusuponspecific

Unit 1: Emerging Themes Tutor Kit 5


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organisations,studentsshouldbeencouragedtothinkabouttheimpactuponsectors/industries.

Socialchange

(at

local

and

global

levels)

Thereareanumberofsocialchangesthattutorsmaywishtohighlight. Ihavechosentohighlighttheproblemofhealthandobesity. Itispredictedthat,unlesstacklednow,thenextgeneration(ie,ourchildren)willhaveashorterlifeexpectancythantheirparents. TheUKGovernmenthaslaunchedtheChange4Lifeprogramme,asocialmarketing

campaigndesignedtoimprovefamilyhealth(seelinkinwebresources). Asmanyconsumerproductsandservicesare

focusseduponconvenience,aretheytoblameforthenationsweightproblem? Howmightproducersandretailers

trademoreresponsibly,inrelationtopublichealth?

Emergingtechnologies

Thereareanumberofemergingtechnologiesthattutorscouldchoosetofocuson.Forexample,alternativeenergytechnologiesornanotechnology. Fortutorsaffiliatedtoauniversity,theymaywanttofocusuponsomethingthattheirinstitutionisrenownedfor(andgetaGuestSpeakertoexplainit!) Forexample,ManchesterMetropolitanUniversity

MMU)hasexpertiseinAeronauticalEngineeringandSmartClothingTechnology. Thereisalinktoapodcastonthe

subjectof3Dprinting,iftutorswanttousethisasanexample.

Environmentalchallenges

Climatechangeisaffectingtheworldsweatherpatterns. Tutorsmaywanttofocusupontheimpactofclimatechangeorlookatotherenvironmentalchallengessuchaswasteandpollution. TheNorthPacificGyreisahugemass(estimatedtobeatleasttheareaofTexas)ofplastic,thatiscaughtintheoceanscurrents. Muchoftheplasticisplasticbagsand

plasticfmcgpackaging. ManchesterBusinessSchoolhasbeenlookingatlitterproblemfromamarketingperspective,in

particularthedamagethatbeingseeninalittercontextcandotoabrand. Thisworkshowsthelinkbetweenmacro

environmental

issues

(waste

and

pollution)

and

macro

marketing

issues

(social

marketing)

and

micro

marketing

issues

(consumerbehaviour).

Methodsofforecasting/predictingchange

Inrelationtobusinessplanningandorganisationalchange,therearetwomainschoolsofthoughtastohow

organisationschange. Oneistherationalandplannedapproach,theotheristheorganicoremergentapproach. Both



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perspectivesarediscussedintheRaynor(2008)article,whichwillalsoproveusefulfortheactivity. Twoofthekey

readingsarealsousefulforthissection(TofflerandToffler,2006)and(TapscottandWilliams,2007). Bothbookstakea

conceptualapproach

to

predicting

the

future.

This

approach

is

different

to

the

more

rationalist

approach

that

studentsmayhavestudiedatpreviouslevels(eg,ProfessionalCertificatesMarketingEnvironment/Assessingthe

MarketingEnvironmentunitsandtheProfessionalDiplomasMarketingPlanningunit)wherestudentswereexpectedto

undertakedetailedanalysisofboththeinternalandexternalenvironmentandtheimpactofchangeonplanningusinga

rangeofanalyticaltoolsandframeworks. Atlevel7,theapproachshouldbemorestrategic,creativeandfarreaching,in

termsofthetimeframesthatstudentsaredealingwith. Ratherthanusetechniques,suchastimeseriesanalysis,to

predictshorttermchanges,studentsshouldbeencouragedtothinkcreativelyaboutwhatisgoingtohappenin

marketinginthenext20yearsorso.

Changesinconsumerbehaviour

Theinternethaschangedthewayinwhichmanyconsumersshop. TheChungHoonandYoungGularticle(2003)

identifiessomeofthekeyfactorsaffectingonlineconsumerbehaviour. Inaddition,theGouldandLerman(1988)takes

twoperspectivesupononlineconsumerbehaviour. Finally,thegrowthofsocialnetworkingapplications,likeFacebookandMyspaceshowsjusthowmuchconsumersliketointeractwitheachother,andhowtheinternetallowsconsumers

tosharetheirexperienceswithbothfriendsandstrangers.

Changesinnature/structureofcompetitionandnature/structureofsupplychains

Thesesectionscanbecombinedasstrategicallianceandcollaborationareinterestingandemergingtrends,apparentinmanyindustries/sectors. Thekeyreadingtext(Tapscott,DandWilliams,A.D.,2007,Wikinomics:howmass

collaborationchangeseverything)isveryapplicabletothissection,initsentirety.

Seminaractivities SeminarActivity1:Theobjectivesofthisactivityaretoenablecandidatesto: Criticallyevaluatemacroenvironmentalemergingthemesandassess/forecasttheirpotentialimpactuponone

specificsectororindustry

Studentswillneedtoprepareforthisactivityinadvancesothiswillneedtobecommunicatedtostudents,during



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induction,etc.

Aglobal

example

of

how

asector

is

attempting

to

react

to

changes

in

the

macro

environment

is

the

petro

chemical

sector.

SeearecenthistoryofBPsadvertisingat:

http://www.adweek.com/aw/magazine/article_display.jsp?vnu_content_id=1003695819

SeeGeorgeMonbiotsinterviewoftheCEOofShell:

http://www.guardian.co.uk/environment/video/2009/jan/06/georgemonbiot

jeroen

van

de

veer

Studentsshouldbeencouragedtoundertakeadditionalresearchoftheirown,inpreparationfortheseminartoidentify

themajorchangesimpactinguponthepetrochemicalindustryandclassifythemunderthetraditionalPESTLEheadings.

Studentsshouldbeencouragedtousetheinternet,EBSCOviaCIMandothercentreresourcestofindadditional

informationaboutorganisationsinthesectorandalsotheircustomersandconsumers.

Thetutorsrole,duringtheseminar,istocollatetherangeofchanges/trendsthatstudentsidentifyandfacilitate

discussionas

to

what

the

main

drivers

of

change

are

within

the

sector.

It

may

be

helpful

to

consider

the

following

questions:

Isitecologicalconcernsorthereductioninresourcessuchasfossilfuels?

Or,asthecriticssuggest,isitchangesinconsumerattitudesthatareunderpinninggreenwashingstrategies.

Whichchangesarehavingthemostaffectonthesector?

Howareorganisationswithinthesectorreacting?

Particularcareshouldbetakentodiscusstherangeofmethodscandidatesandtheirresearchsourceshaveusedto

identifythese

changes

and

predict

what

is

going

to

happen

in

the

future.

The

activity

could

end

with

ablue

sky

debate

uponhowtheexhaustionoffossilfuelswouldaffectconsumercultureandbehaviour.

Seminaractivity2:Theobjectivesofthisactivityaretoenablecandidatesto: Criticallyevaluatemesoenvironmentalemergingthemesandassess/forecasttheirpotentialimpactuponone


http://www.adweek.com/aw/magazine/article_display.jsp?vnu_content_id=1003695819http://www.adweek.com/aw/magazine/article_display.jsp?vnu_content_id=1003695819http://www.guardian.co.uk/environment/video/2009/jan/06/george-monbiot-jeroen-van-de-veerhttp://www.guardian.co.uk/environment/video/2009/jan/06/george-monbiot-jeroen-van-de-veerhttp://www.guardian.co.uk/environment/video/2009/jan/06/george-monbiot-jeroen-van-de-veerhttp://www.guardian.co.uk/environment/video/2009/jan/06/george-monbiot-jeroen-van-de-veerhttp://www.guardian.co.uk/environment/video/2009/jan/06/george-monbiot-jeroen-van-de-veerhttp://www.guardian.co.uk/environment/video/2009/jan/06/george-monbiot-jeroen-van-de-veerhttp://www.guardian.co.uk/environment/video/2009/jan/06/george-monbiot-jeroen-van-de-veerhttp://www.guardian.co.uk/environment/video/2009/jan/06/george-monbiot-jeroen-van-de-veerhttp://www.guardian.co.uk/environment/video/2009/jan/06/george-monbiot-jeroen-van-de-veerhttp://www.guardian.co.uk/environment/video/2009/jan/06/george-monbiot-jeroen-van-de-veerhttp://www.guardian.co.uk/environment/video/2009/jan/06/george-monbiot-jeroen-van-de-veerhttp://www.guardian.co.uk/environment/video/2009/jan/06/george-monbiot-jeroen-van-de-veerhttp://www.guardian.co.uk/environment/video/2009/jan/06/george-monbiot-jeroen-van-de-veerhttp://www.adweek.com/aw/magazine/article_display.jsp?vnu_content_id=1003695819


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Studentswillneedtoprepareinadvanceforthisactivity. Eachstudentshouldbeallocatedonechapterofthe

recommendedreadingTapscott,DandWilliams,A.D.(2007)andprepareashortsynopsisofthechapter,identifyingthe

mesoenvironmental

trends

mentioned

(changes

in

consumer

behaviour,

changes

in

competition

and

supply

chains).

The

synopsesshouldbeaboutonesideofA4andsummarisethemainpointsmadeinthechapterinrelationtothe

objectivesoftheactivity.

Duringtheseminar,thetutorstaskistocollatethemainpointsfromallthesynopses,underheadingsofchangesin

consumerbehaviour,changesincompetitionandsupplychains. Thentheclasscanbedividedintogroupsandaskedto

prepareashortpresentation,applyingthesepointstoaspecificsector,withthepurposeofpredictingchangesinthis

sector,overthenext510years. Suitablesectorsinclude,LocalGovernment,MedicalResearch,HigherEducation,

PopularMusic,

Video

Game

Design

and

Production

and

Animal

Rescue

Charities

(or

others

of

the

tutors

choosing).

It

is

importantthatstudentsthinkcreativelyasregardsthefuturefortheirsectors,basedonthepredictionsmadeinthe

Wikinomicsbook.

Seminaractivity3:Theobjectivesofthisactivityaretoenablecandidatesto: Criticallyevaluatemesoenvironmentalemergingthemesandassess/forecasttheirpotentialimpactuponone


Studentsshouldreadthefollowingarticle:

Fearne,A.(1994)StrategicalliancesintheEuropeanfoodindustry.EuropeanBusinessReview,Vol94(4),pp3036.(article

availablevialibraryphotocopyingservice)

Thisarticlewaspublishedin1994howaccuratelyhasitpredictedchangesinthemesoenvironment(eg,changing

natureofconsumptionandchangingnatureofsupplychainsandcompetition)oftheEurpeanFoodIndustry? Ifstudents

wererewriting

the

article,

in

2009,

what

other

trends

would

they

include?

Studentsshouldwriteashortsynopsis(1,000words)ofthecontentofanupdatedarticleinadvanceoftheirseminar.

Duringtheseminar,studentsshouldworkinpairsandmarktheirpartnerssynopsisusingthefollowingcriteria:

Identificationandexplanationofadditionalmesoenviormentaltrends(40marksavailable)

EvaluationoftheimpactoftheseadditionalmesoenviormentaltrendsupontheEuropeanFoodIndustry(40marks



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available)

Writingstyle,grammar/spellingandpresentation(20marksavailable).

Thehighestscoringsynopsiscouldbereadout,orphotocopiedandcirculated. Thistaskgivesstudentsanopportunityto

practiseusingsomemarkingcriteria,whichareverysimilartosomeusedintheirassessmentandwriteinasimilarstyle

tothatwhichisexpectedintheassessment.

Resources Resourcesarepresentedintheirrelationtothesyllabuscontent:

EBSCOAccessibleResources:

HinesA.(2006)Strategicforesight:thestateoftheart.Futurist,Vol40(5),pp1821.Ebscolink

Piercy,N.F(2001)Marketledstrategicchange:newmarketingfornewrealities.TheMarketingReview,Vol2(4), pp385

404.Ebscolink

Russo,J.andClarke,K.(2008)15Trendsfor2015.ConvenienceStoreNews,Vol44(1),pp4446.Ebscolink

Roper,S.

and

Parker,

C.

(2006)

How

(and

where)

the

mighty

have

fallen:

branded

litter.

Journal

of

Marketing

Management,Vol22(56),pp473487.Ebscolink

Roper,S.andParker,C.(2008)Therubbishofmarketing.JournalofMarketingManagement,Vol24(9),pp881892.Ebsco

linkembargoedfor12monthsbutarticleavailablevialibraryphotocopyingserviceinmeantime.

LeeJ.(2008)Isthereroomfor"green"inthecurrenteconomy?HudsonValleyBusinessJournal,Vol19(44),p7.Ebscolink

ClarkeG.(2005)Internationalmarketingenvironmentanalysis.MarketingReview,Vol5(2),pp159173.Ebscolink

Danneels,E.and Sethi,R.(2003)Antecedentsofnewproductprogramcreativity:themoderatingroleofenvironmental

turbulence.AcademyofManagementProceedings,August,ppA1A6. Ebscolink

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=21734787&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=21734787&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=21734787&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=21734787&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=7181512&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=7181512&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=7181512&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=7181512&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=28513247&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=28513247&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=28513247&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=28513247&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=21638948&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=21638948&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=21638948&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=21638948&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=35655361&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=35655361&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=35655361&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=35358815&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=35358815&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=35358815&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=35358815&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=17294039&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=17294039&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=17294039&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=13793261&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=13793261&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=13793261&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=13793261&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=13793261&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=17294039&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=35358815&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=35655361&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=35655361&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=21638948&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=28513247&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=7181512&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=21734787&site=ehost-live


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NONEBSCOAccessibleResources

Ruff,F.

(2009)

Corporate

foresight:

integrating

the

future

business

environment

into

innovation

and

strategy.

InternationalJournalofTechnologyManagement,Vol3(4),pp278295.

Ahmed,A.,Ahmed,N.andAhmed,S.(2005)Criticalissuesinpackagedfoodbusiness.BritishFoodJournal,Vol107(10),

pp760780.

Post,J.E.andAltma,B.W,(1994)Managingtheenvironmentalchangeprocess:barriersandopportunities.Journalof

OrganizationalChangeManagement,Vol7(4),pp6481.

Raynor,M.E.(2008)Strategicoptions:anewtoolformanaginginturbulentenvironments.BusinessStrategySeries,

Vol9(1),pp2129.

ChungHoon,P.andYoungGul,K.(2003)Identifyingkeyfactorsaffectingconsumerpurchasebehaviorinanonline

shoppingcontext.InternationalJournalofRetail&DistributionManagement,Vol31(1),pp1629.(Articleavailablevia

libraryphotocopyingservice)

Gould,S.andLerman,D.(1998)Postmodernversuslongstandingculturalnarrativesinconsumerbehavior:an

empiricalstudyofNetGirlonline.EuropeanJournalofMarketing,Vol32(7/8),pp644654.(Articleavailablevialibrary

photocopyingservice)

Pett,T.L.andDibrell,C.C.(2001)Aprocessmodelofglobalstrategicallianceformation.BusinessProcessManagement

Journal,Vol7(4),pp349364.

Aldridge,A.

(2005)

eBay

if

you

can't

beat

it,

join

it:

online

giant

goes

on

creating

marketplaces.

Strategic

Direction,

Vol21(6),pp1113.

Paddison,A.andCalderwood,E.(2007)Ruralretailing:asectorindecline?InternationalJournalofRetail&Distribution

Management,Vol35(2),pp136155.



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Webresources YoucanreadanintroductiontodevolutionintheUKat:http://www.parliament.uk/commons/lib/research/rp2003/rp03

084.pdf

Anddoubledevolution(orthereformoflocalgovernment)at:

http://www.smithinstitute.org.uk/pdfs/doubledevolution.pdf

AndforacriticalviewofhowsupermarketsintheUKareallegedtoinfluencelocalplanningdecisionmakingsee:

http://www.foe.co.uk/resource/briefings/calling_the_shots.pdf

Creditcrunchexplained:

http://www.timesonline.co.uk/tol/money/reader_guides/article4530072.ece

andSteveForbesoptimisticview:

http://news.bbc.co.uk/1/hi/programmes/world_news_america/7698652.stm

andBird

and

Fortunes

humorous

take

on

the

credit

crunch:

http://uk.youtube.com/watch?v=hXBcmqwTV9s

Theeconomicdownturnisbeingfeltglobally,acrossallsectors.

Carindustry:

http://news.bbc.co.uk/1/hi/business/7674505.stm

Retailindustry:

http://www.retailthinktank.co.uk/news/news_releases/white_paper_september_2008/

Thereareanumberofsocialchangesthattutorsmaywishtohighlight. Ihavechosentohighlighttheproblemofhealth

andobesity.

http://www.parliament.uk/commons/lib/research/rp2003/rp03-084.pdfhttp://www.parliament.uk/commons/lib/research/rp2003/rp03-084.pdfhttp://www.parliament.uk/commons/lib/research/rp2003/rp03-084.pdfhttp://www.parliament.uk/commons/lib/research/rp2003/rp03-084.pdfhttp://www.smith-institute.org.uk/pdfs/double-devolution.pdfhttp://www.smith-institute.org.uk/pdfs/double-devolution.pdfhttp://www.smith-institute.org.uk/pdfs/double-devolution.pdfhttp://www.smith-institute.org.uk/pdfs/double-devolution.pdfhttp://www.smith-institute.org.uk/pdfs/double-devolution.pdfhttp://www.smith-institute.org.uk/pdfs/double-devolution.pdfhttp://www.foe.co.uk/resource/briefings/calling_the_shots.pdfhttp://www.foe.co.uk/resource/briefings/calling_the_shots.pdfhttp://www.timesonline.co.uk/tol/money/reader_guides/article4530072.ecehttp://www.timesonline.co.uk/tol/money/reader_guides/article4530072.ecehttp://news.bbc.co.uk/1/hi/programmes/world_news_america/7698652.stmhttp://news.bbc.co.uk/1/hi/programmes/world_news_america/7698652.stmhttp://uk.youtube.com/watch?v=hXBcmqwTV9shttp://uk.youtube.com/watch?v=hXBcmqwTV9shttp://news.bbc.co.uk/1/hi/business/7674505.stmhttp://news.bbc.co.uk/1/hi/business/7674505.stmhttp://www.retailthinktank.co.uk/news/news_releases/white_paper_september_2008/http://www.retailthinktank.co.uk/news/news_releases/white_paper_september_2008/http://www.retailthinktank.co.uk/news/news_releases/white_paper_september_2008/http://news.bbc.co.uk/1/hi/business/7674505.stmhttp://uk.youtube.com/watch?v=hXBcmqwTV9shttp://news.bbc.co.uk/1/hi/programmes/world_news_america/7698652.stmhttp://www.timesonline.co.uk/tol/money/reader_guides/article4530072.ecehttp://www.foe.co.uk/resource/briefings/calling_the_shots.pdfhttp://www.smith-institute.org.uk/pdfs/double-devolution.pdfhttp://www.parliament.uk/commons/lib/research/rp2003/rp03-084.pdf


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http://www.guardian.co.uk/society/2008/dec/12/obesitychildrenhealth

It

is

predicted

that,

unless

tackled

now,

the

next

generation

(i.e.

our

children)

will

have

a

shorter

life

expectancy

than

theirparents. TheUKGovernmenthaslaunchedtheChange4Lifeprogramme,asocialmarketingcampaigndesignedto

improvefamilyhealth.

http://www.guardian.co.uk/media/video/2009/jan/02/change4lifeadcampaign

http://www.nhs.uk/Change4Life/Pages/default.aspx

Iamnofuturologist,but3Dprintingcouldcompletelyrevolutionisethewholeofmarketing. Watchthisandthinkhow!

http://www.clipser.com/watch_video/57693

Climatechangeisaffectingtheworldsweatherpatterns.

http://www.bbc.co.uk/climate/

TheNorthPacificGyreisahugemass(estimatedtobeatleasttheareaofTexas)ofplastic,thatiscaughtintheoceans

currents). Muchoftheplasticisplasticbagsandplasticfmcgpackaging.

http://www.independent.co.uk/environment/theworldsrubbishdumpagarbagetipthatstretchesfromhawaiito

japan778016.html

And,incaseyouareoneofthefewpeoplethatstilldoesnthaveaFacebook,thenreadallaboutitat

http://www.latimes.com/news/opinion/laopvogelstein7oct07,0,6385994.story?coll=laopinioncenter

AssessmentTheassessmentforthisunitasksstudentstowriteanarticle,forpotentialpublicationinasuitableindustryjournalthat

assesseskeyemergingthemes(ateithermacroormesoenvironmentallevels)andforecaststheirimpactupon

business/marketingpracticesinaspecificsector,andpredictshowthiswillimpactuponmarketingprofessionals

operatinginthissector,inthefuture. Whilsttheassessmentwillstipulatethequantityofthemestobecoveredandthe

levelofthethemes(macro,mesooracombinationofboth),thenatureofthemesneedstobeidentified,justifiedand

analysed/evaluatedbythestudent.

http://www.guardian.co.uk/society/2008/dec/12/obesity-children-healthhttp://www.guardian.co.uk/society/2008/dec/12/obesity-children-healthhttp://www.guardian.co.uk/society/2008/dec/12/obesity-children-healthhttp://www.guardian.co.uk/society/2008/dec/12/obesity-children-healthhttp://www.guardian.co.uk/society/2008/dec/12/obesity-children-healthhttp://www.guardian.co.uk/society/2008/dec/12/obesity-children-healthhttp://www.guardian.co.uk/media/video/2009/jan/02/change4life-ad-campaignhttp://www.guardian.co.uk/media/video/2009/jan/02/change4life-ad-campaignhttp://www.guardian.co.uk/media/video/2009/jan/02/change4life-ad-campaignhttp://www.guardian.co.uk/media/video/2009/jan/02/change4life-ad-campaignhttp://www.guardian.co.uk/media/video/2009/jan/02/change4life-ad-campaignhttp://www.guardian.co.uk/media/video/2009/jan/02/change4life-ad-campaignhttp://www.nhs.uk/Change4Life/Pages/default.aspxhttp://www.nhs.uk/Change4Life/Pages/default.aspxhttp://www.clipser.com/watch_video/57693http://www.clipser.com/watch_video/57693http://www.bbc.co.uk/climate/http://www.bbc.co.uk/climate/http://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.latimes.com/news/opinion/la-op-vogelstein7oct07,0,6385994.story?coll=la-opinion-centerhttp://www.latimes.com/news/opinion/la-op-vogelstein7oct07,0,6385994.story?coll=la-opinion-centerhttp://www.latimes.com/news/opinion/la-op-vogelstein7oct07,0,6385994.story?coll=la-opinion-centerhttp://www.latimes.com/news/opinion/la-op-vogelstein7oct07,0,6385994.story?coll=la-opinion-centerhttp://www.latimes.com/news/opinion/la-op-vogelstein7oct07,0,6385994.story?coll=la-opinion-centerhttp://www.latimes.com/news/opinion/la-op-vogelstein7oct07,0,6385994.story?coll=la-opinion-centerhttp://www.latimes.com/news/opinion/la-op-vogelstein7oct07,0,6385994.story?coll=la-opinion-centerhttp://www.latimes.com/news/opinion/la-op-vogelstein7oct07,0,6385994.story?coll=la-opinion-centerhttp://www.latimes.com/news/opinion/la-op-vogelstein7oct07,0,6385994.story?coll=la-opinion-centerhttp://www.latimes.com/news/opinion/la-op-vogelstein7oct07,0,6385994.story?coll=la-opinion-centerhttp://www.latimes.com/news/opinion/la-op-vogelstein7oct07,0,6385994.story?coll=la-opinion-centerhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.independent.co.uk/environment/the-worlds-rubbish-dump-a-garbage-tip-that-stretches-from-hawaii-to-japan-778016.htmlhttp://www.bbc.co.uk/climate/http://www.clipser.com/watch_video/57693http://www.nhs.uk/Change4Life/Pages/default.aspxhttp://www.guardian.co.uk/media/video/2009/jan/02/change4life-ad-campaignhttp://www.guardian.co.uk/society/2008/dec/12/obesity-children-health


14/23
http://www.placemanagement.org/default.asp?a=downloads&id=585http://info.emeraldinsight.com/products/journals/journals.htm?PHPSESSID=em5sk67fsvdn6tq1tefra4m1j6&id=jpmd


15/23


also10marksavailableforformatandpresentation:

relevancetothetasks

useconcepts

and

frameworks

to

support

arguments,

points

and

recommendations

professionaltoneandrequiredformat

appropriateuseofexamplestoillustratepoints

Harvardreferencing

Recommendedreading Toffler,A.andToffler,H.(2006)Revolutionarywealth.Knopf.[ISBN978-0375401749, 19.32]Tapscott,

D.

and

Williams,

A.D.

(2008)

Wikinomics:howmasscollaborationchangeseverything.Atlanticbooks.[ISBN9781843546375,8.99]



16/23


Syllabussection Part2 Mesoandmicroemergingthemes(weighting50%)Syllabusoverview Learningoutcomes:

2.1

Judgethe

importance

of

arange

of

emerging

themes

to

aparticular

organisation:

Scenarioplanning

Impact/riskassessment

2.2 Developcontemporarystrategicmarketingandbusinessresponsestoaprioritisedemergingtheme:

Marketingsnewground

Contemporarybusinessstrategies

2.3 Proposemethodsbywhichmarketingprofessionalscananticipateandadapttochange:

Sourcesofdataandintelligence

Developingintellectualskillsandcreativity

Newformsofnetworking

Guidanceonthesyllabus

section

Thepurposeofthispartoftheunitistobroadenthestudentsinterestincontemporarydevelopmentsinbusiness

strategyandmarketingandwithinthiscontext,proposestrategicmarketingdecisionsthatwillsupportmajor,longterm

organisationalaims

and

objectives.

The

link

between

changing

marketing

practice

and

personal

development

is

also

importantasnewformsofmarketingneednewskillsandcompetencies.

Aswiththeprevioussection,someindicativecontentischoseneachyearanddisseminatedtocentresthroughthetutor

resources,thisisdesignedtoreflectmajorthemes. Thesethemesmaynotbethemostrelevanttoallindustries,andin

allculturalsituations,sowhilstthethestructureofthesyllabusshouldbefollowedinitsentirety,tutorsshouldusetheir

ownexamplesanditisimportantstudentsthemselvesalsoinvestigatedevelopmentsforthemselves

Buildingblocks:AtLevel6,studentswillhaveundertakencompetitorauditsandbefamiliarwithPortersFiveForces. Nevertheless,

studentsshouldbeencouragedtocritiquetheplannedbusinessstrategymodel,asitmaynotbeapanaceaforbusiness

success,especiallyinturbulentbusinessenvironments.(seereftorecentPorterarticle)

Itissuggestedthatdeliveryofthispartoftheunitcoversthefollowingareas:



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Judgetheimportanceofarangeofemergingthemestoaparticularorganisation

PortersFiveForcesmodelisthemostrelevantframeworktouseintheanalysisofmesoenvironmentalimpactsat

sectorallevel,intermsofplanningcompetitivestrategies. Studentsshouldbeencouragedtocritiquetheplanned

businessstrategymodelanddevelopcontemporarystrategicmarketingandbusinessresponsestoaprioritisedemerging

theme.

MarketingsNewGround

Followingonfromthefocusofthesectiononchangingconsumerbehaviouradevelopmentwithinmarketingpractice

hasbeen

the

growth

of

digital

marketing.

DigitalMarketingisthepracticeofpromotingproductsandservicesusingdigitaldistributionchannelstoreachconsumersinatimely,relevant,personalandcosteffectivemanner(Definition

fromWikipedia)

Thewebsectionlistsanumberofpracticalresourcestosupportdigitalmarketingtechniques.

ContemporaryBusinessStrategies

TwoCIM

Shape

the

Agenda

papers

are

relevant

to

this

section.

Tomorrows

Word

looks

at

how

marketing

has

changedoverthepast30yearsandmakessomepredictionsforitsrole/structureinthefutureandstrategiesthat

encompassenvironmentalsensibilityandsocialawarenessarecoveredinTripleBottomLine.

Sourcesofdataandintelligence

Studentsshouldalreadybefamiliarwiththeimportanceofgatheringdatafrommanagementandmarketinginformation

systems.Contentshouldcoverbothquantitativeandqualitativeformsofdataandintelligence,whichcanbeusedto

makestrategic

decisions.

It

is

important

that

students

studying

at

this

level

are

confident

and

competent

at

using

avarietyofdifferentresearchsources. Tutorsshouldmakefulluseofresearchsupportthatisavailabletothemfromtheir

institutions(forexample,fromtheirlibraryservices). Itmaybethatalocallyarrangedsessioncouldbearranged. In

addition,thereareanumberofresourcesthrougtheCIMandEBSCOandstudentsshouldbemadeawareofthese.

Studentsshouldbeconfidentinusingawiderangeofresearchresources,butwithasuitableamountofappreciationfor

aspectssuchasthecredibilityofthesource,howcurrenttheinformationis,etc.



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Developingintellectualskillsandcreativity

Anticipatingemergingtrendsandthinkingandactingstrategicallyallrelyonmarketingprofessionalshavingwell

developedintellectualskillsandacertainamountofcreativity.

Seminaractivities Activity1:Theobjectivesofthisactivityaretoenablecandidatesto: Judgetheimportanceofarangeofemergingthemestoaparticularorganisation(LO2.1):

StudentsshouldreadthetwoAgendapapers:

TomorrowsWord andTripleBottomLine(clickonresearchpapers)

http://www.cim.co.uk/membership/whyjoin/researchandinfo.aspx

Inrelationtotheirownemployingorganisation,oranotherorganisationoftheirchoice,whataretherisks/benefits

associatedwiththeemergingthemes/businessstrategiesexploredinthetwopapers. Studentsshouldbeencouragedto

becriticalofthepaperscontentforexamplejusthowrelevantisittotheirchosenorganisation? Studentsshouldbe

preparedtopresenttheirfindingsintheformatofa5minuteconsultancystylepresentation.

Activity2:Theobjectivesofthisactivityaretoenablecandidatesto: Developcontemporarystrategicmarketingandbusinessresponsestoaprioritisedemergingtheme

Proposemethodsbywhichmarketingprofessionalscananticipateandadapttochange:

Studentsshouldimaginetheyareownermanagersofasmallholdingthatgrowsorganicvegetablesanddeliversthemto

localcustomersthroughaboxscheme.Theyshouldthenconsiderthefollowingquestions:

Whatsortofnetworkingskillsandpracticeswouldtheyemploytomarkettheirbusinessandincreasesales?

How

would

they

make

use

of

digital

marketing

to

grow

their

business?

Boththesequestionscouldbeexploredthroughgroupworkandclassdiscussion. Itemsmightincludepersonal

networking,wordofmouthmarketing,viralmarketing,blogging,usingsocialnetworkingapplications

(facebook/myspaceetc.)

http://www.cim.co.uk/membership/whyjoin/researchandinfo.aspxhttp://www.cim.co.uk/membership/whyjoin/researchandinfo.aspxhttp://www.cim.co.uk/membership/whyjoin/researchandinfo.aspx


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Activity3:Theobjectivesofthisactivityaretoenablecandidatesto: Proposemethodsbywhichmarketingprofessionalscananticipateandadapttochange

Studentsshouldprepareaguidancenoteoninformationsourcesrelevanttotheirsector,intermsofcontaining

informationonchangesinconsumerbehaviour. Theguidancenoteshouldincludedetailsofthesource,itscontent,

applicableness,reliability/credibilityandhowcurrentitis. Sourcesarelikelytoinclude:academicjournals,practitioner

publications,governmentdatasetsandreports,privatedatasetsandreports,websites,newspapers,etc. Tutorscould

compiletheentiresetandcirculateittothegroupasitmayproveusefulforundertakingtheassessment. Class

discussionshouldfocusupondifferenttypesofresearch(practical/appliedandtheoretical/bluesky)andthecredibilityof

differentsources.Resources EBSCOAccessibleResources

Beal,R.(2000)Competingeffectively:environmentalscanning,competitivestrategy,andorganizationalperformancein

smallmanufacturingfirms.JournalofSmallBusinessManagement,Vol38(1),pp2747. Ebscolink

Brownlie,D.(1994)Organizingforenvironmentalscanning:orthodoxiesandreformations.JournalofMarketing

Management.Vol10(8),pp703723.Ebscolink

Domegan,C.(2007)TheuseofsocialmarketingforscienceoutreachactivitiesinIreland.IrishJournalofManagement,

Vol28(1),pp103125.Ebscolink

Cooke,M.andBuckley,N.(2008)Web2.0,socialnetworksandthefutureofmarketresearch.InternationalJournalof

MarketResearch,Vol50(2),pp267292.Ebscolink

Borst,A.(2008)Farmers,coops,andlocalmarketing.RuralCooperatives,Vol75(5),pp1012. Ebscolink

Porter,M.

(2008)

The

five

competitive

forces

that

shape

strategy.

Harvard

Business

Review,

Jan,

Vol86(1),

pp78

93.

Ebsco

link

NonEBSCOAccessibleResources

Bowman,C.(2008)Genericstrategies:asubstituteforthinking?360TheAshridgeJournal,Spring,pp.611.

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=2716872&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=2716872&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=2716872&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=2716872&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=13515588&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=13515588&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=13515588&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=13515588&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=26494586&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=26494586&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=26494586&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=26494586&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=30004926&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=30004926&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=30004926&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=30004926&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=35271856&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=35271856&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=35271856&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=35271856&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=28000138&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=28000138&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=28000138&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=28000138&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=28000138&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=28000138&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=35271856&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=30004926&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=26494586&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=13515588&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=2716872&site=ehost-live


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Crane,A.(2000)Marketingandthenaturalenvironment:whatroleformorality?JournalofMacromarketing, Vol20(2),

144154.Ebscoabstract (articleavailablevialibraryphotocopyingservice)

Ferguson,R.(2008)Wordofmouthandviralmarketing:takingthetemperatureofthehottesttrendsinmarketing.

JournalofConsumerMarketing,Vol25(3),pp179182.

Trim,P.R.J.andYangIm,L.(2006)Aninternationallyfocusedsynthesisedmarketingstrategyunderpinnedbyqualitative

research.QualitativeMarketResearch:AnInternationalJournal,Vol9(3),pp203224.

Eriksson,L.TandHauer,A.M.(2004)Mindmapmarketing: creativeapproachindevelopingmarketingskills,JournalOf

MarketingEducation,Vol26(2),pp174187.

Webresources AquickinternetguidetotheworkofMichaelPorterhttp://www.quickmba.com/strategy/porter.shtml

Thefollowingisalistofpracticalresourcestosupportdigitalmarketingtechniques:

Howtodevelopagoodcompanyblog: Listentoashortpodcastgivingyouthefundamentalsonhowtoproduceagood

organisationalblog,

that

people

want

to

read

and

contribute

to.

http://www.justindowneymarketing.com/pods/Pod_BeyondBlogging.mp3

Downloadanumberofpodcastsrelatingtodigital/newmediamarketingat

http://www.internetmarketingvoodoo.com/

Checkoutsomesuccessfulviralmarketingcampaignsat

http://www.viralvoodoo.com/

andsomeunsuccessfulonesat

http://www.ejc.net/magazine/article/examining_viral_marketing_disasters/

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=3837136&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=3837136&site=ehost-livehttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=3837136&site=ehost-livehttp://www.quickmba.com/strategy/porter.shtmlhttp://www.quickmba.com/strategy/porter.shtmlhttp://www.justindowneymarketing.com/pods/Pod_BeyondBlogging.mp3http://www.justindowneymarketing.com/pods/Pod_BeyondBlogging.mp3http://www.internetmarketingvoodoo.com/http://www.internetmarketingvoodoo.com/http://www.viralvoodoo.com/http://www.viralvoodoo.com/http://www.ejc.net/magazine/article/examining_viral_marketing_disasters/http://www.ejc.net/magazine/article/examining_viral_marketing_disasters/http://www.ejc.net/magazine/article/examining_viral_marketing_disasters/http://www.viralvoodoo.com/http://www.internetmarketingvoodoo.com/http://www.justindowneymarketing.com/pods/Pod_BeyondBlogging.mp3http://www.quickmba.com/strategy/porter.shtmlhttp://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=3837136&site=ehost-live


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andforagood,basicdescriptionofviralmarketingsee

http://www.goecart.com/enewsletter/ViralMarketing.asp

TomorrowsWord andTripleBottomLine(clickonresearchpapers)

http://www.cim.co.uk/membership/whyjoin/researchandinfo.aspx

Sustainablebusinessstrategies(sustainabledevelopment,triplebottomlineetc)areintroducedinthefollowingpodcast:

http://www.bigpicture.tv/videos/watch/bac9162b4

Agreat

free

resource

of

economic

and

market

data

sets

is

available

from

http://www.economicsnetwork.ac.uk/links/data_free.htm

Youmightliketodothefollowingquizzestoseehowcreativeyouare:

ThisonehasbeendevelopedbyProfessorBrianUzziatKelloNorthwesternUniversity

http://www.kellogg.northwestern.edu/faculty/uzzi/ftp/page176.html

Andthisoneisjustforfun:

http://www.blogthings.com/howcreativeareyouquiz/

Newformsofmarketingdemandnewformsofnetworking.

DownloadtheinterviewwithLoisKelly,authorofBeyondBuzz:TheNextGenerationofWordofMouthMarketing.

http://www.connectedmarketing.org/2007/06/27/series2lois

kelly

interview

may

2007/

Assessment Theassessmentforthisunitasksstudentstowriteanarticleforpotentialpublicationinasuitableindustryjournal,whichassesseskeyemergingthemes(ateithermacroormesoenvironmentallevels)andforecaststheirimpactupon

business/marketingpracticesinaspecificsectorandpredictshowthiswillimpactuponmarketingprofessionals

operatinginthissector,inthefuture. Whilsttheassessmentwillstipulatethequantityofthemestobecoveredandthe

http://www.goecart.com/enewsletter/Viral-Marketing.asphttp://www.goecart.com/enewsletter/Viral-Marketing.asphttp://www.goecart.com/enewsletter/Viral-Marketing.asphttp://www.goecart.com/enewsletter/Viral-Marketing.asphttp://www.cim.co.uk/membership/whyjoin/researchandinfo.aspxhttp://www.cim.co.uk/membership/whyjoin/researchandinfo.aspxhttp://www.bigpicture.tv/videos/watch/bac9162b4http://www.bigpicture.tv/videos/watch/bac9162b4http://www.economicsnetwork.ac.uk/links/data_free.htmhttp://www.economicsnetwork.ac.uk/links/data_free.htmhttp://www.kellogg.northwestern.edu/faculty/uzzi/ftp/page176.htmlhttp://www.kellogg.northwestern.edu/faculty/uzzi/ftp/page176.htmlhttp://www.blogthings.com/howcreativeareyouquiz/http://www.blogthings.com/howcreativeareyouquiz/http://www.connectedmarketing.org/2007/06/27/series-2-lois-kelly-interview-may-2007/http://www.connectedmarketing.org/2007/06/27/series-2-lois-kelly-interview-may-2007/http://www.connectedmarketing.org/2007/06/27/series-2-lois-kelly-interview-may-2007/http://www.connectedmarketing.org/2007/06/27/series-2-lois-kelly-interview-may-2007/http://www.connectedmarketing.org/2007/06/27/series-2-lois-kelly-interview-may-2007/http://www.connectedmarketing.org/2007/06/27/series-2-lois-kelly-interview-may-2007/http://www.connectedmarketing.org/2007/06/27/series-2-lois-kelly-interview-may-2007/http://www.connectedmarketing.org/2007/06/27/series-2-lois-kelly-interview-may-2007/http://www.connectedmarketing.org/2007/06/27/series-2-lois-kelly-interview-may-2007/http://www.connectedmarketing.org/2007/06/27/series-2-lois-kelly-interview-may-2007/http://www.connectedmarketing.org/2007/06/27/series-2-lois-kelly-interview-may-2007/http://www.connectedmarketing.org/2007/06/27/series-2-lois-kelly-interview-may-2007/http://www.connectedmarketing.org/2007/06/27/series-2-lois-kelly-interview-may-2007/http://www.connectedmarketing.org/2007/06/27/series-2-lois-kelly-interview-may-2007/http://www.blogthings.com/howcreativeareyouquiz/http://www.kellogg.northwestern.edu/faculty/uzzi/ftp/page176.htmlhttp://www.economicsnetwork.ac.uk/links/data_free.htmhttp://www.bigpicture.tv/videos/watch/bac9162b4http://www.cim.co.uk/membership/whyjoin/researchandinfo.aspxhttp://www.goecart.com/enewsletter/Viral-Marketing.asp


22/23
http://www.placemanagement.org/default.asp?a=downloads&id=585http://info.emeraldinsight.com/products/journals/journals.htm?PHPSESSID=em5sk67fsvdn6tq1tefra4m1j6&id=jpmd


23/23

CIM Chartered Postgraduate Diploma in Mar


keting

theskills,attitudesandbehavioursofmarketingprofessionalswillhavetochange(20marks)

Students

will

be

expected

to

utilise

material/theories/concepts/examples

they

have

been

taught

during

this

module,

howevertheyalsoneedtodisplaytheirabilitytoresearchtheirownmaterials/theories/concepts/examples. Thereare

also10marksavailableforformatandpresentation:

relevancetothetasks

useconceptsandframeworkstosupportarguments,pointsandrecommendations

professionaltoneandrequiredformat

appropriateuseofexamplestoillustratepoints

Harvardreferencing

Recommendedreading EssentialReadingParsons,E.andMaclaran,P.(2009)Contemporaryissuesinmarketingandconsumerbehaviour.Oxford,ButterworthHeinemann.[ISBN9780750687393,29.99]

Toffler,A.andToffler,H.(2006)Revolutionarywealth.Knopf.[ISBN978-0375401749, 19.32]Tapscott,D.andWilliams,A.D.(2008)Wikinomics:howmasscollaborationchangeseverything.Atlanticbooks.[ISBN978

1843546375,

8.99]

RecommendedReadingPorter,M.E.(2004)Competitivestrategy:techniquesforanalyzingindustriesandcompetitors.NY,FreePress.[ISBN9780743260886,16.99]

Stage 1 Unit 1 Et Tutor Resources.4

Documents

Transcript of Stage 1 Unit 1 Et Tutor Resources.4