Leading Marketing - Module Overview

Once you have completed all of the stage one module you will have successfully achieve the Postgraduate Diploma in Marketing. In order to gain chartered marketer status you will need to complete the Leading Marketing Module which is the second and last stage of the full Chartered Postgraduate Diploma in Marketing. The purpose of the leading marketing module is to prepare students to lead the design, implementation and evaluation of a strategic business project within their own organisation or business sector. The project will make a significant contribution to their employer or business sector.

You will explore an emerging marketing theme and evaluate its impact on current marketing practice. You will be expected to provide a project proposal in which you have critically evaluated current published work on the emerging marketing theme and identified the key issues and opportunities facing the organisation or business sector.

In undertaking the literature review, you should also be able to critically evaluate the skills, behaviour and knowledge required to lead a successful project and to critically assess their personal competence in those areas.

Leading Marketing - Learning Outcomes

1. Demonstrate a critical awareness of current and emerging issues in marketing that is informed by leading edge research and practice in the field.

2. Propose a strategic response to an emerging marketing theme that considers the impact on marketing and its interaction with other parts of the organisation.

3. Critically evaluate the skills, behaviours and attitdues required to lead strategic marketing projects.

4. Critically assess published research to determine methods of designing, implementing, measuring and monitoring the success of a project and marketing performance.

5. Design and conduct research into marketing and business issues using a range of business data, research sources and appropriate research methods.

6. Demonstrate the relationship between theory and professional practice through the application of a range of appropriate assessment tools and techniques to measure project success.

7.Critically evaluate project success and recommend appropriate actions to improve the implementation of future business projects or to revise approaches to practice.

8. Critically assess personal performance and provide a range of evidence that demonstrates that they can take responsibility for their own personal and professional development.

9. Develop their ability to operate effectively in a strategic marketing role through continuing professional development.

The following section provides a detailed overview of the Leading Marketing Module.

Part one - Defining the Project (20 Credits)

1.1 The literature review

1.1.1 Demonstrate a critical awareness of emerging marketing themes impacting on business and marketing.

1.1.2 Critically evaluate a key emerging marketing theme and consider its significance to, and impact on, an organisation or business sector.

1.1.3 Critically assess a range of current literature and resources to lead and measure the success of a business project.

1.2 Self Evaluation

1.2.1 Critically assess current competence and ability to lead a successful marketing project.

1.2.2 Determine skills and competences that will be developed through effective project leadership and implementation.

Part two - Project Implementation and Assessment (30 Credits)

The purpose of this part of Stage 2 is for students to design, implement and assess the strategic business project. Students will be expected to apply appropriate research methods to identify and explain the procedures and processes that will be used to design and implement the strategic business project and to assess the success of the project. it is anticipated that the candidate will identify the need for primary research. However, secondary research may be acceptable if the project is suitable for this approach. Students will be expected to define success in order to explore methods to measure success.

Following implementation, students will use the procedures identified within their research methods to assess project success against key performance indicators. You will also be expected to make recommendations to improve the implementation of future business projects.

Learning outcomes for part two

1. Critically assess published research to determine methods of designing, implementing, measuring and monitoring the success of a project and marketing performance.

2. Design and conduct research into marketing and business issues using a range of business data, research sources and appropriate research methods.

3. Demonstrate the relationship between theory and professional practice through the application tools and techniques to measure project success.

4. Critically evaluate project success and recommend appropriate actions to improve the implementation of future business projects or to revise approaches to practice.

2.1 Research Methods

2.1.1 Design and apply appropriate research methods to identify the procedures to be followed to implement a project and the procedures to be used to assess project success.

2.2 The business Project

2.2.1 Lead a strategic marketing project to exploit or meet the demands of an emerging marketing theme.

2.3 Project Evaluation

2.3.1 Critically assess implementation of a strategic marketing project using techniques through research.

2.3.2 Analyse data to make valid recommendations to improve the implementation of future strategic change projects.

Part three - Self Review and CPD

The purpose of this part of the Stage two is for students to critically assess their role in leading and implementing the business project using the procedures and processes identified within their research methods.

Candidates are expected to assess the skills, knowledge and competences they used throughout project implementation. You will be expected to identify areas where you have developed during the project, areas where you consider you have some expertise and areas for future development.

You will then produce a plan for Continuing Personal Development.

Learning outcomes for part three

1. Critically assess personal performance and provide a range of evidence that demonstrates that they can take responsibility for their own personal and professional development.

2. Develop their ability to operate effectively in a strategic marketing role through continuing professional development.

3.1 Self Evaluation

3.1.1 Apply a range of appropriate assessment tools and techniques identified through research to assess personal skills, competences and knowledge.

3.1.2 Critically compare pre-project and post-project competence to determine progression within a leadership role.

3.2 Future Plans

3.2.1 Reflect on their learning and self critically manage their future development.