CIM Level 4 Marketing Impact Award (Apprenticeship)

Chapter Brief

Marketing has been a vital concept for as long as humans have traded goods, yet its definition varies depending on context. At its core, marketing involves understanding and meeting customer needs. Over time, it has evolved into a multifaceted discipline encompassing various roles and philosophies. Below, we explore key perspectives on marketing, supplemented by case studies to illustrate their application.

Based on the texts Books you've read and in relation to the Marketing Executive Apprenticeship Standard KSBs (Knowledge, Skills, and Behaviours), here's a breakdown of which KSBs are achieved by the content:

Based on the texts Books you've read and in relation to the Marketing Executive Apprenticeship Standard KSBs (Knowledge, Skills, and Behaviours), here's a breakdown of which KSBs are achieved by the content:

Based on the texts Books you've read and in relation to the Marketing Executive Apprenticeship Standard KSBs (Knowledge, Skills, and Behaviours), here's a breakdown of which KSBs are achieved by the content:

Agenda

1. Recap: Market Segmentation & Buyer Personas

2. Understanding Buyer Behaviour

3. B2B vs. B2C Buyers

4. Adoption of Innovation

5. Practical Applications & Discussions

Each section is designed to build your understanding of how and why customers make decisions, and how businesses can use this insight to create effective marketing strategies.

Based on the texts Books you've read and in relation to the Marketing Executive Apprenticeship Standard KSBs (Knowledge, Skills, and Behaviours), here's a breakdown of which KSBs are achieved by the content:

Agenda

1. Recap: Macro Environment Analysis

2. Warm-Up

3. The Micro Environment

4. Case Study Apple vs. Samsung

5. Porter’s 5 Forces

6. Competitive Positioning

Learning Objectives

By the end of this lesson, students will be able to:

1. Define the micro environment and its components.

2. Explain how each element of the micro environment influences marketing decisions.

3. Apply Porter’s Five Forces framework to assess competitive dynamics in an industry.

4. Identify different strategies businesses use for competitive positioning.

5. Use real-world examples to illustrate marketing concepts.

Objectives

By the end of this session, you will:

• Define the micro environment and its impact on marketing

(K).

• Apply Porter’s Five Forces to assess competitive dynamics (K,

S).

• Use real-world examples and group activities for analysis (K,

S, B).

• Develop a competitor mapping strategy for better

positioning (K, S).

Knowledge (K)

1. Market Research & Analysis:
• Example in the Text: The use of the 7Ps model involves understanding market needs, customer segments, and competitive forces (e.g., British Airways’ pricing strategy, product differentiation, and targeted promotions).
• KSB Achieved: The marketing executive demonstrates an understanding of market analysis and segmentation, with knowledge of how to tailor strategies for specific consumer groups and market conditions.
2. Product Portfolio Management:
• Example in the Text: Examples like Unilever’s strategic decisions regarding product lines, such as Dove or Hellmann's, showcase how to evaluate, develop, and rationalize a product portfolio.
• KSB Achieved: Knowledge of managing a diverse product portfolio, ensuring each product aligns with company strategy, profitability, and customer needs.
3. Pricing Strategies:
• Example in the Text: British Airways uses a differentiated pricing strategy, offering tiered pricing models based on travel class, booking time, and seasonality.
• KSB Achieved: Understanding of pricing models and how to adjust them based on customer demographics, market conditions, and competitive pricing.
4. Customer Engagement & Retention:
• Example in the Text: British Airways' use of loyalty programs (Executive Club) and social media engagement to promote repeat business.
• KSB Achieved: Knowledge of customer relationship management (CRM) tools and strategies, including loyalty programs and digital engagement tactics.
5. Branding & Promotion:
• Example in the Text: The combination of traditional advertising and social media campaigns by British Airways.
• KSB Achieved: Knowledge of promotional strategies and integrated marketing communications (IMC) to boost brand awareness and customer engagement.

Skills (S)

1. Strategic Thinking & Decision Making:
• Example in the Text: Using models like the BCG Matrix and GE Matrix to make decisions about product positioning, investments, and resource allocation.
• KSB Achieved: The marketing executive can evaluate product performance and determine strategic actions based on analytical frameworks.
2. Campaign Management:
• Example in the Text: The text discusses various campaigns like BA’s "To Fly. To Serve" campaign and seasonal promotions.
• KSB Achieved: Skills in managing marketing campaigns from concept to execution, including budgeting, timeline management, and cross-functional collaboration.
3. Customer Insight Application:
• Example in the Text: Tesco’s use of customer feedback to introduce new product ranges, like plant-based foods, tailored to changing preferences.
• KSB Achieved: Skill in applying customer insights to refine marketing strategies and product offerings.
4. Communication & Collaboration:
• Example in the Text: Effective use of social media, digital ads, and loyalty programs for customer engagement and retention.
• KSB Achieved: Strong communication skills in conveying the value proposition through various channels and collaborating with internal teams to deliver a cohesive marketing message.
5. Digital Marketing:
• Example in the Text: Use of social media by brands like British Airways and Nike to interact with consumers and drive engagement.
• KSB Achieved: Practical skills in executing digital marketing strategies, including social media management, influencer partnerships, and online advertising.

Behaviours (B)

1. Customer-Centric:
• Example in the Text: British Airways’ focus on customer service and satisfaction through its training programs for staff.
• KSB Achieved: The marketing executive exhibits a strong commitment to delivering exceptional customer service, focusing on customer needs and ensuring that products and services align with those needs.
2. Adaptability and Flexibility:
• Example in the Text: Companies like Tesco adapting their offerings (e.g., plant-based foods) based on emerging customer trends.
• KSB Achieved: Demonstrating flexibility in responding to market trends and adjusting strategies to meet evolving customer preferences.
3. Creative Problem-Solving:
• Example in the Text: Companies like LEGO use crowdsourcing to gather product ideas, showing creativity in product development.
• KSB Achieved: The marketing executive can develop creative solutions to marketing challenges, using customer feedback and innovative approaches to enhance offerings.
4. Resilience:
• Example in the Text: Companies like Dyson continuously innovate, even during market downturns, to remain competitive.
• KSB Achieved: The marketing executive displays resilience in overcoming challenges and pushing forward with marketing initiatives, even in highly competitive or uncertain environments.
5. Continuous Improvement:
• Example in the Text: The iterative process of product development and testing (e.g., Bose testing prototypes) to refine the product before launch.
• KSB Achieved: A behaviour of striving for excellence and continually seeking ways to improve product offerings and marketing strategies.

Conclusion

The KSBs reflected in the text for a Marketing Executive revolve around market analysis, pricing strategies, customer engagement, and strategic thinking, along with skills in campaign management, digital marketing, and communication. These are enhanced by behaviours like adaptability, resilience, and a commitment to continuous improvement. By applying these KSBs, a marketing executive ensures the successful execution of marketing strategies that align with business goals and customer expectations.