Planning your marketing strategy by ygc16669


									Key skills workplace assignment

Planning your marketing strategy

    For this assignment you’ll be looking at ways of improving the way your company
    presents advertisements. You’ll do this by finding out what customers think of your
    advertising and marketing, then use this information to redesign and recost your
    company’s advertising spread in the local press.

Stages                                                         May be relevant to

1    look at your company’s marketing strategy                 C2.1a
2 design a questionnaire                                       C2.3
3 discuss it with colleagues                                   WO2.1
4 carry out your survey                                        ICT2.1
5 interpret the results                                        N2.1, 2.2
6 present your findings and make recommendations               ICT2.2, 2.3, N2.3
7 produce a design for your new marketing idea                 ICT2.2, 2.3, WO2.1, 2.2
8 rate your own performance                                    WO2.3


•    If dealing with advertising is not part of your normal work, ask the person who
     does it to show you what happens. Work with that person for a couple of weeks
     until you are confident that you can do it yourself.
•    Before you start the assignment, talk to your manager or supervisor and confirm
     that he or she is happy for the advertisements to be changed. Plan each stage
•    Keep copies of all your notes, drafts and other resources, including evidence of
     working out your findings.
•    Where there are meetings, your trainer should observe at least one if possible.
•    Your report may contain sensitive information, so treat it in confidence.
•    If possible, obtain an evaluation of your performance from your boss or
•    If in doubt at any time, ask your trainer for guidance.
Suitable for: learners in estate agency
What you need to do
Stage 1       Look at your company’s marketing strategy

List all the methods your company uses to advertise its services and all the ways
potential customers might get to hear about you, for example:
•   previous recommendations
•   advertising in the local paper
•   display boards.
Use the company database to identify these methods, if possible.
Now and make notes on other ways of advertising and marketing your services.

Stage 2       Design a questionnaire

Using your list and notes, draft some questions for new and existing customers, to
find out what they think about your existing advertising and marketing, and about any
new ideas you may have. Consider questions about:
•   overall layout and presentation
•   individual advertisements in terms of both images and text
•   other aspects of your publicity.

Stage 3       Discuss it with colleagues

Talk to your colleagues about the best way to gather the information you need, and
how they can help you. For example:
•   will you ask all the questions, or will you all build the questions into your normal
    discussions with customers? (This may mean adding a question to existing forms.)
•   will you ask the customer to fill in the questionnaire?
•   how long should the questionnaire be?
These points need to be agreed so that it becomes easy to collect evidence and
covers as many customers as possible.

Stage 4       Carry out your survey

Use the questionnaire as agreed, to obtain information from customers over a certain
period of time (say two weeks), separating them into categories if appropriate.
Stage 5      Interpret the results

Using the information you have gathered, calculate the following:
•   What percentage of customers responds to each of the methods on your list?
•   Which is the most cost-effective method?
•   Which is the most popular method with customers?
•   What ratio of customers suggests improvements?
•   What are customers’ favourite suggestions for improvements?

Stage 6      Present your findings and make recommendations

Choose a suitable way to present your findings graphically, using pie charts, graphs,
bar charts or pictograms.
Use your findings to compile a short report using a word processor. Include your
recommendations for improving your local marketing, taking the most popular
marketing idea and showing what it would cost your company over the course of, say,
a year. Compare this with what your company normally spends on advertising.

Stage 7      Produce a design for your new marketing idea

Have a talk with your manager about your findings, and agree any changes or use of
new ideas. Make notes of your discussion and what you decided.
Using your chosen idea, produce a design for a forthcoming publication (such as an
advertising spread in your local paper, a script for a radio advert, or a web page). Add
your suggested design and layout to your report, along with accurate costs. In your
recommendations, explain the cost-effectiveness of your new ideas, including the
ways in which they will increase business.

Stage 8      Rate your own performance

Get feedback from the other people involved, and evaluate your own learning as a
result of carrying out this assignment.
•   Did you do anything particularly well?
•   What did you enjoy the most?
•   What did you find challenging?
•   Was there anything you could improve on or do differently next time?
                     Based on an assignment by the Property Services NTO
Planning your marketing strategy – trainer notes
You could use this assignment for your learner either to practise number skills or to provide
evidence. A single assignment like this is unlikely to generate all the evidence needed for
application of number at level 2.
The learner will need access to a computer graphics and/or page make-up programme to gain any
IT skills from this assignment.

Briefing and supporting the learner
•   Involve the learner in choosing an appropriate assignment. Consider the business benefit.
•   Consult with the learner’s employer if necessary.
•   Think about the learner’s existing skills and knowledge – will they need help before they start?
•   Decide whether to use the assignment to help the learner develop and practise their key skills or
    to gather portfolio evidence.
•   Decide whether to use all or part of the assignment.
•   How long will it take the learner to complete the assignment? How and when will you review
•   Explain the assignment to the learner so that they know what’s involved and what’s expected.
•   Identify health and safety implications and make sure the learner is aware of these.

Adapting the assignment
This assignment would be relevant to other learners working in offices, and could be adapted for
use in other contexts.

Extending the assignment
Links to improving own learning and performance at level 2 could be made if the learner sets
targets with their manager or trainer at the beginning of the activity. You would need to extend the
assignment to include an area of learning that the learner could study or practise.

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