CIM customer communications assignment based on an HIV self test device
Microsoft Word - V1 Customer Communications Assignment December 2020 FINAL.docx VERSION 1 – 01.05.20 Page 1 of 9 CIM Level 3 Foundation Certificate in Marketing Customer Communications (2011) December 2020 Assignment The assignment comprises THREE compulsory tasks Task 1 is worth 33 marks Task 2 is worth 30 marks Task 3 is worth 37 marks Total marks available – 100 Candidate guidance: • Answer all tasks • The available marks are shown alongside each part of the task • Read all tasks carefully before attempting them • Assignments can only be accepted for marking with a valid assessment booking © The Chartered Institute of Marketing 2020 Customer Communications (2011) – December 2020 VERSION 1 – 01.05.20 Page 2 of 9 Scenario: Attracting new customers You are a Marketing Assistant within the marketing team of your chosen organisation. The organisation has developed good relationships with its existing customers however, in order to achieve its growth objectives, there is now a need to attract new customers. Your manager believes that, to acquire those new customers, the marketing team needs to plan a communications campaign and you have been asked for your help in segmenting the market and in developing a communications plan aimed at attracting new customers. Guidance notes: This assignment consists of THREE tasks and should flow as a single whole document. It should be presented as a professional document, suitable for use within the context of the chosen organisation. FIVE marks will be awarded for the organisation summary, which will form part of the report required for the first task, using the headings supplied as guidance. It is good practice to acknowledge all sources/methodologies/applications using the Harvard referencing system. Good Practice Guidelines for Assignment Production The maximum word count is intended to assist candidates in producing a professional document of an appropriate length that can be used in the workplace. The submission should be written in a professional tone (unless otherwise instructed) and should only contain relevant material that directly contributes towards answering the task. This assignment has been developed so that it can be applied to all organisations, sizes and sectors. Where candidates feel applying the assignment to their organisation needs a creative approach to be taken to the concept and theoretical principles explored, this is acceptable following discussion with their tutor. The approach taken should be outlined within the organisation summary. Customer Communications (2011) – December 2020 VERSION 1 – 01.05.20 Page 3 of 9 TASK 1 – INTERNAL BRIEFING PAPER Assessment criteria covered in Task 1: AC1.1, AC1.2, AC1.3, AC1.4, AC2.1, AC2.2 Please refer to the module specification for assessment criteria details. Your manager has asked you to prepare an internal briefing paper highlighting segmentation, buying behaviour and customer relationships. Required: (a) Provide a background to your chosen organisation, using the organisation summary guidelines. (5 marks) (b) Identify TWO segments of the market which would be suitable for your chosen organisation to target as new customers. (8 marks) (c) Describe TWO influences on the buying behaviour for ONE of the segments identified in Task 1 (b) (10 marks) (d) Explain the benefits to the organisation of managing relationships with new customers (10 marks) (Total – 33 marks) (Organisation summary maximum page count – one side of A4 paper) (Tasks 1 (b) to (d) 1 maximum word count– 1,400 words) Customer Communications (2011) – December 2020 VERSION 1 – 01.05.20 Page 4 of 9 TASK 1 – INTERNAL BRIEFING PAPER Maximum page count: Task 1 (a) – one side of A4 paper Maximum word count: Tasks 1 (b) to 1 (d) – 1,400 words Guidance notes: ORGANISATION SUMMARY GUIDELINES Contents will contribute to the FIVE marks available in Part (a) of Task 1. The following headings must be included: • Organisation name • Type of organisation, for example, profit or not-for-profit, local, national, global, and type of legal entity • Size of organisation in terms of turnover and/or number of employees • Range of products and services provided • Customer base, for example, B2B/B2C • Main competitors Other information relevant to the assignment may be included, within the maximum page count, to assist the Examiner in understanding the organisation Task 1 (b): Candidates should clearly identify TWO segments of their chosen organisation’s market that would be suitable to target for new customers. A brief explanation of why those segments are suitable should be provided. In explaining the chosen segments’ suitability, candidates should briefly describe the segmentation base they have used to identify their chosen segments. Task 1 (c): Buying behaviour can be influenced in several ways which have an impact on the buying decision process. Candidates should identify TWO influences that are of particular relevance in the case of ONE of the segments identified in Task 1 (b). These influences will partly depend on whether the chosen organisation operates in a B2B or B2C market. Customer Communications (2011) – December 2020 VERSION 1 – 01.05.20 Page 5 of 9 In a B2C market this could include cultural, social, personal, and psychological factors, all of which go on to inform the consumer decision making process. In B2B markets, such influences can include environmental, organisational, and interpersonal factors, which then inform the organisational decision making process. Task 1 (d): Candidates should start by giving a very brief explanation of what the different types of customer relationship are (e.g. transactional, longer-term relationships, collaborative/partnership relationships etc). They should then explain the benefits of managing relationships with new customers generally, so that they can create long-term value for the organisation. Reference to such models as the Loyalty Ladder or Customer Lifetime Value may help with this explanation. Customer Communications (2011) – December 2020 VERSION 1 – 01.05.20 Page 6 of 9 TASK 2 – INTERNAL REPORT Assessment criteria covered in Task 2: AC3.3, AC3.4, AC4.1, AC4.2, AC4.3, AC4.4 Please refer to the module specification for assessment criteria details. Your manager has asked you to prepare an internal report outlining influences on marketing communications campaign planning and how communications tools can be used to attract new customers from the target segment identified in Task 1 (c) Required: (a) Discuss TWO factors that could influence the preparation of a marketing communications campaign aimed at attracting new customers from the identified target segment (8 marks) (b) Explain the importance of using a range of tools within a communications campaign aimed at attracting new customers from the identified target segment (10 marks) (c) Outline how TWO of the following tools could be used within a communications campaign to attract new customers from the identified target segment • Direct marketing • Sales promotion • Social media • Advertising • Public relations (12 marks) (Total – 30 marks) (Tasks 2 (a) to 2 (c) maximum word count – 1,500 words) Customer Communications (2011) – December 2020 VERSION 1 – 01.05.20 Page 7 of 9 TASK 2 – INTERNAL REPORT Maximum word count: 1,500 words Guidance notes: Throughout this Task, candidates should ensure that their responses are applicable to attracting new customers from the target segment identified in Task 1 (c). Task 2 (a): Preparation of a marketing communications campaign cannot be done in isolation. This task requires candidates to discuss TWO factors that could influence the preparation of such a plan. These could include such factors as the objectives of the campaign, competitor activity, the characteristics of the target audience and the communication strategy to be used (e.g. push, pull or profile). Task 2 (b): Candidates should consider the definition of the marketing communications mix, and the importance of using a range of tools within that mix to deliver an effective campaign to attract new customers from the chosen key target segment. Task 2 (c): Candidates should select TWO of the tools listed, and briefly define each. They should then give a clear explanation of how the chosen tools can be used as part of a campaign to attract new customers, ensuring that their explanation is relevant to the chosen target segment. Customer Communications (2011) – December 2020 VERSION 1 – 01.05.20 Page 8 of 9 TASK 3 – OUTLINE MARKETING COMMUNICATIONS CAMPAIGN Assessment criteria covered in Task 3: AC5.1, AC5.2, AC5.3, AC6.1, AC6.4 Please refer