Delivering Customer Value Through Marketing - Module Overview
The delivering customer value through marketing module forms part of the CIM Professional Diploma in Marketing and it's primary focus is the development and execution of marketing activities that have been designed to achieve customer satisfaction and meet organisational objectives, through effective marketing mix strategies which deliver stakeholder value.
By the end of the Delivering Customer Value Through Marketing unit students should be able to:
1. Develop and manage a brand and product portfolio in the context of the organisation's marketing strategies and objectives.
2. Develop and implement an effective and efficient channel management strategy which reflects the needs of stakeholders and consider the impact of the external environment.
3. Develop an effective and innovative communications strategy and plan which clearly delivers the organisation's proposition to the market, through effective segmentation and targeting of internal and external markets.
4. Utilise an innovative and effective integrated marketing mix to reinforce the organisation's brand values and overall marketing proposition and competitive advantage.
5. Determine customer requirements for product and service delivery to ensure the marketing proposition is customer-focused efficient and effective.
Following is a detailed breakdown of the delivering customer value through marketing module:
Section one - Product proposition and brand management (weighting 25%)
1.1 Critically evaluate the process for managing and developing an organisation's product portfolio to deliver best value products for customers in different branding strategies which are appropriate to a range of organisational contexts and sectors.
1.2 Critically evaluate the role of branding in the context of the product portfolio, recommending different branding strategies which are appropriate to a range of organisational contexts and sectors.
1.3 Critically evaluate the role and process of innovation and new product development including consideration of innovative, replacement, re-launched and imitative products to explain the strategic benefit in achieving best value.
1.4 Assess the link between product development, product positioning and pricing in term of fit and alignment with an organisation's corporate and marketing strategies and customer requirements.
1.5 Critically evaluate the importance of linking the product portfolio to price perception to ensure perceived value for money as part of the overall customer proposition.
1.6 Assess pricing frameworks that could be utilised by organisations to aid decision making about product lifecycles, product development and innovation.
Section two - Channel Management (weighting 25%)
2.1 Determine and prioritise the key principles and purposes of innovative and effective distribution strategies in order to deliver the organisation's business and marketing objectives in a range of different contexts and different sectors to maximise customer requirements.
2.2 Critically analyse the implications, challenges and constraints arising from internal and external environment in the context of the development of developing channel strategies.
2.3 Assess the nature and scope of intermediaries and determine criteria for selecting intermediary partners and the likely Return on Investment (ROI) they can achieve.
2.4 Determine the level and scope of controls required for effectively monitoring and managing distribution channels.
2.5 Assess the requirements for managing the carious stakeholders' needs within the distribution channel, in particular, reviews, reporting, communications and conflict management.
2.6 Determine the contractual requirements and service level agreements for engaging intermediary partners within the distribution channel.
Section three - Managing marketing communications (weighting 30%)
3.1 Determine marketing communications strategy and objectives to align with and deliver the organisation's marketing strategy plans.
3.2 Prioritise the internal and external marketing segments to be targeted for marketing communications in different organisational context and sectors.
3.3 Critically evaluate a range of communications mixes and recommend appropriate creative, innovative, sustainable and co-ordinated approaches to communications activities and creating the optimal mix for internal and external marketing activities.
3.4 Develop and manage a co-ordinated marketing communications plan, in the context of the strategic marketing plan, in order to establish and build relationships appropriate to the needs of customers, stakeholders and prospects in different organisational contexts and sectors.
3.5 Critically evaluate and select the most appropriate marketing communications agency for the utilisation of marketing communications capability against agreed criteria.
3.6 Recommend and justify an approach to managing agency relationships including reporting monitoring and measuring performance.
3.7 Recommend appropriate methods for measuring marketing communications activities and successful delivery of the marketing communications strategy.
Section four - Managing and achieving customers' service expectations through the marketing mix (weighting 20%)
4.1 Develop clear objectives relating to the provision of services to customers.
4.2 Develop a customer service plan and customer care programme, designed to support customer service requirements, including innovative communications; relationship management and development; support; and operations/process management.
4.3 Assess the value, importance and financial implications of providing service level agreements to customers.
4.4 Determine the most feasible and viable approaches for managing key account customer for different organisational contexts.
4.5 Assess the role and value, to the organisation, of sales/product information, including storage, retrieval and communication of information and its role in ensuring that revenue is increased or maintained for key account customers.
4.6 Critically evaluate and assess the customer relationships for possible risks, problems and issues and prepare contingencies for dealing with those risks as they emerge.