The Assessment Scenario

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Egerton University *

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COST ACCOU

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Marketing

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Nov 24, 2024

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The Assessment Scenario You have just been appointed as a Marketing Assistant to a company of your choice. Job Title: Marketing Assistant Location: Wokingham Salary: £24,000-£26,000 Job Type: Full Time Permanent You have joined a small Central Marketing team reporting into the Head of Marketing (David Brent), Our diverse and professional team are encouraged to bring their authentic selves to work. As a member of our welcoming and collaborative team, you are inspired by your leaders and peers, and your success is measured on your accomplishments. Innovation, nurturing, and integrity are among our core values that guide everything we do as a Company. You receive a competitive basic salary, on-site parking, and very attractive benefits. Job role Creation of internal Marketing communication packs, presentation packs and social media content packs Researching topics to support the campaign creation Support with fact checking and copy editing and formatting assistance for website, printed collateral and emailers, banners Management and maintenance of PR contacts database, keeping it up to date Helping with the admin surrounding approvals for email, finding appropriate images for email, web pages and banners Designing content elements for email programmes Campaign performance tracking and data management/extraction Content population on CMS, editing/updating of existing content Progress management of content and approvals, find suitable images, layout pages, and page tagging Journey testing identifying and reporting bugs An individual who has experience within a similar position, or someone that has a marketing degree and is seeking to start their career journey. You must be able to organise and prioritise whilst juggling multiple tasks. Have outstanding attention to detail, excellent verbal, and written skills, and be a proactive and supportive member of the team. The Assessment: Task Your new boss called Dave (The Marketing Manager) has asked you to prepare a set of slides for a to minute presentation and an accompanying briefing deck entitled "The Jewel in the Crown; Insights and Challenges" for an upcoming stakeholder briefing in Spring 2024 There are two distinct elements to this assessment 1. The Presentation Slides (which includes the slides and completed 'presenter notes").

2. The Briefing Deck-13 Pages (Max) including Cover Page and References. The two elements together form the equivalent of a 2500 word report. What is the The Jewel in the Crown? The saying "the jewel in the crown" is a metaphorical expression that refers to something or someone of exceptional value or importance within a larger context. It originates from the symbolism of a crown, where the most precious gem or jewel is often placed prominently at its centre. In broader terms, the phrase signifies a standout element that enhances the overall worth or significance of a particular entity or endeavour, In business, the concept of the "jewel in the crown" can be applied to various contexts. For instance, in a multinational corporation, it may refer to a subsidiary or division that stands out as the most profitable and influential within the entire organisation. This could be a flagship product line, a pioneering research and development unit, or a highly successful branch operating in a key market. The rest of the company's operations revolve around and benefit from the success and strategic value generated by this focal point. One concrete example of the "jewel in the crown" concept is Apple Inc.'s iPhone. While Apple offers a range of products and services, the iPhone has consistently been its most iconic and profitable product. It revolutionised the smartphone industry and became the company's flagship offering. The success and reputation of the iPhone have had a significant impact on Apple's overall brand image and financial performance, with other products and services benefiting from the halo effect created by the smartphone's popularity, The choice of what is a 'Jewel' is often a subject of debate the personal option however the other examples arguably could include. Sector Jewel in the Crown Banking JP Morgan Chase Charity Education Bill & Melinda Gates Foundation Harvard University Entertainment The Walt Disney Company

Government Insurance Journalism Federal Reserve System (US) Lloyd's of London The New York Times Manufacturing Siemens Publishing Retail Perguin Random House Tesco Clubcard Software Microsoft Corporation Sport Tourism Royal Ascot (HonseRacing) Taj Mahal (India) Selecting your organisation Rationale Global reach, extensive services, strong reputation Vast resources, global impact, addressing global issues Academic excellence, prestigious reputation iconic films, beloved characters, theme parks, media empre Central banking, monetary policy, financial stability Leading insurance marketplace, specialized coverage Investigative reporting, quality journalism, influential reach Engineering, innovation, global presence Diverse Imprints, renowned authors, global publishing Highly successful customer loyalty program, drwing customer engagement, data insights and fostering long term customer relationships

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Flagship products, software industry dominance The pinnacle of the British Racing Calendar UNESCO World Heritage Site, architectural marvel, globalattraction You may select any organisation as long as it operates in the UK. Many organisations have multiple brands and can operate in numerous sectors, in cases such as these, it is advisable that you should choose only one business unit for the assessment. Eg Amazon sell products on a website and also delivers Amazon Web Services (AWS), Alexa, Prime Video etc. Focusing on one part of the business such as the website would make the assessment more poignant and manageable. Where will I find information on my chosen organisation? Use the public domain or available resources through the University Library, eg the marker will need to be able to fact check your submission if necessary. Be very cautious of relying on Google and other search engines for your results. Be sceptical of information sources that may not be credible. The Presentation Slides You are required to create a set of presentation slides suitable for a 10 minute presentation that will be used by Dave, the marketing manager when he presents at the podium. He is presenting (not you) to an audience of approximately 200 shareholders and members of the press in a theatre setting. Presentation Format Please watch the following Ted Talk on YouTube entitled "Death By PowerPoint" featuring David JP Phillips https://youtu.be/IwpinLm6dFo The video is a must-watch for anyone who wants to create engaging and effective presentations. In this video, David Philips shares five design principles that can help optimise Power Point slides cognitively and logically. The video is just over 18 minutes long and is packed with valuable insights and practical tips that can make a tremendous difference to your assessed presentation. The main message of the video is that effective presentations require careful consideration of the audience's cognitive abilities and limitations. By following the five design principles outlined in the video, presenters can create slides that are easy to understand, visually appealing, and memorable. These principles include keeping one message per slide, using PowerPoint for what it's meant to be used for, making the most important part of the presentation the biggest, using contrast to control focus, and limiting the number of objects on each slide. By following these principles, presenters can engage their audience, convey their message effectively, and avoid the dreaded "Death by PowerPoint." You should follow the these guiding principles in your presentation,

1. One message per slide: Having more than one message per slide can make it difficult for the audience to focus on the main point. Therefore, it is essential to keep one message per slide. The Briefing Deck In the context of this marketing assessment, a briefing deck entitled "The Jewel in the Crown: Insights and Challenges" refers to a comprehensive document (created in powerpoint, keynote or other presentation software) crafted by a marketing executive (YOU) for their line manager (DAVE). The briefing deck serves as a strategic tool to provide Dave with a deep understanding of a specific element or part of the business that holds exceptional value and importance within the overall marketing landscape of the organisation. It encapsulates a range of key insights, market analysis, and challenges related to the identified focal point or 'jewel. By leveraging data, market research, and competitive analysis, the briefing deck aims to offer a holistic view of the subject, highlighting the potential, significance, and the opportunities it presents. Additionally, it delves into the potential obstacles, risks, and challenges that need to be addressed, providing a balanced assessment of the endeavour. Ultimately, the briefing deck "The Jewel in the Crown: Insights and Challenges equips the line manager (Dave) with valuable information and recommendations, enabling them to make informed decisions and navigate the marketing landscape effectively in 2024 and beyond. This document serves as a supplementary resource and provides a more detailed and comprehensive overview of the content presented Data should come from the public domain or available resources through the University Library. Primary data collection is prohibited for this assessment. Offering a well-crafted takeaway document linked to the main presentation, provides your line manager with a valuable resource for further reference. This not only demonstrates professionalism but also ensures that the manager can revisit the content at their convenience, reinforcing the key messages and insights shared during the presentation. This document should be no more than 13 pages in length including reference list in Harvard APA format. You should follow the these guiding principles when creating the briefing deck, 1. Clarity and Conciseness: Keep the content of the briefing deck clear, concise, and well- structured. Avoid overwhelming Dave with excessive information and focus on highlighting the most important points. 2. Complement the Presentation: Ensure that the briefing deck complements the main presentation by providing additional details, supporting data, visuals, and resources that expand upon the topics discussed. Do not simply repeat the presentation in written form or provide a script. 3. Visual Appeal: Design the briefing deck to be visually appealing and easy to read. Use consistent branding elements in line with your chosen organisation, such as, appropriate fonts, colours, and visuals that enhance understanding and engagement 4. Organisation: Structure the briefing deck logically and in line with the flow of the presentation. Use headings, subheadings, and bullet points to create a well-organised and easy-to-navigate format. This is a briefing deck not a formal report so multiple columns

and creative style are encouraged. 5. Summarise Key Points: Include a summary section that captures the main points and takeaways from the presentation. This helps Dave to quickly grasp the core concepts and key messages. 6. Visualise Information: Incorporate charts, graphs, or infographics to present data visually and make complex information more accessible and understandable. 7. Additional Resources. Provide relevant links, references, or recommended reading materials for further exploration of the topic. This allows Dave to delve deeper into the subject matter if desired. 8. Branding and Contact Information: Include your chosen company's branding elements, such as the logo, to reinforce your brand identity. 9. Easy Accessibility. Ensure that the briefing deck is easily accessible and readable by all, 10. Review and Proofread Before submitting the briefing deck, carefully review and proofread it to eliminate any errors or inconsistencies. Aim for a polished and professional final product. Cover Page: "The Jewel in the Crown: Insights and Challenges" Include the title of the briefing deck Include the name of the organisation, the date of the presentation and your Student ID 2. Table of Contents 1. Provide a clear and organised list of the sections and topics covered in the briefing deck 3. Executive Summary Summarise the main points and key takeaways from the presentation 2. Provide an overview of the organisation's "Jewel in the Crown and its significance 4. Introduction Provide a brief introduction to the organisation and its background 2. Explain the purpose and scope of the briefing deck 5. Market Analysis 1. Present a detailed analysis of the market in which the organisation operates Include relevant data, market trends, and competitor analysis 2. 3. Apply the PESTEL (Political, Economic, Social, Technological, Environmental, Legal) analysis model to evaluate the external factors affecting the market. 4. Consider Porters Value Chain or 5 Forces Model to evaluate the organisation and rivalry in the market. 5. Use the SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis model to assess the market. 6. Identification of the Organisation's "Jewel in the Crown"

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1. Present the specific business unit or element of the organisation that is considered the "Jewel in the Crown" 2. Explain the rationale behind its selection and its importance to the organisation 3. Use the Ansoff Matrix to analyse the growth strategies for the chosen business unit or element. 7. Key Insights and Success Factors Highlight the key insights and success factors related to the organisation's "Jewel in the Crown 2. Discuss how it contributes to the organisation's overall success 12 Utilise the 7Ps (Product, Price, Place, Promotion, People, Process, Physical Evidence) marketing mix model to discuss the factors contributing to the success of the organisation's "Jewel in the Crown." A link will be provided on the Blackboard Virtual Learning Environment for you to submit the the two files. 13 4. Apply the STP (Segmentation, Targeting, Positioning) model to identify the target market and position the organisation's offering effectively. 8. Challenges and Risks 1. Discuss the challenges and risks associated with the organisation's "Jewel in the Crown 2. Identify potential obstacles that need to be addressed 3. Bring forward from the SWOT analysis internal weaknesses and external threats that pose challenges to the organisation's Jewel in the Crown." 4. Implement the Risk Assessment and Mitigation model to identify potential risks and develop strategies to mitigate them. 9. Opportunities and Future Growth 1. Present the opportunities and potential for future growth related to the organisation's "Jewel in the Crown 2. Discuss strategies and initiatives that can be implemented to capitalise on these opportunities 3. Use the Ansoff Matrix to identify growth opportunities such as market penetration, market development, product development, or diversification. 4. Implement the Customer Journey Mapping model to identify areas where the organization can enhance customer experience and drive future growth. 10. Conclusion 1. Summarise the main points and key findings from the briefing deck 2. Provide recommendations for the organisation to leverage its "Jewel in the Crown" and overcome challenges

11. References 1. Include a list of all the sources and references used in the briefing deck, following the Harvard APA format Assessment Submission Format The Presentation Deck should be submitted as a PPTX/PDF showing the presentation screen and the associated notes The Briefing Deck should be submitted as a PDF.

The Assessment Scenario

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