This workshop is aimed at practising professional marketing managers who need to keep abreast of the latest developments in marketing

Kilburn, David

English

Bournemouth University Research Online

EMERGING THEMESGuidance for DelegatesHow to tackle the ModuleProgramme 2009/10EMERGING THEMESI am your tutor for the Emerging Themes module of the new CIM PG Diploma and will beteaching the Guildford Weekend class.  I am writing to give you some guidance and helpyou prepare for this module.This penultimate level of CIM qualifications is different from the standard Certificate andDiploma in that it is not just about understanding theory and the application of received wisdom.It is about Discovery - your Discovery.Whilst there are some text books to refer to there is no set companion reading and muchof the reading is article based. Further, many of the articles you will read can bechallenged and are open to interpretation.KEY POINT: For access to many of the articles you need to read (and for all thelinks off the College website) you need to have logged into the CIM and the Ebscolibrary on the computer you are using in order to utilise the simple hyperlinks.These links give you pinpoint access to the article you need and then give you theoption to print it or read online.A Good Article to start with is:Michael Porter Five Forces  Updated January 2008http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=28000138&site=ehost-liveCIM Introduction to Emerging Themes“Marketing  is  a  dynamic  discipline,  constantly  having   to   innovate   and adapt  to  changes  at  both   global   and   local   levels.    The   year   2008 saw  the  world’s  financial  system  plunge  into   unprecedented   chaos   – the  result  of  which  affects  customers   and   businesses   in   the   public, private  and  third   sectors.    Whilst   marketing   Delegates   at   this   level should  be  familiar  with  the  basic  marketing  tools  available  to   analyse both  the  macro  meso  and  micro  level  working  environment   (such   as PESTLE  and  SWOT)  for  a  specific  organisation,  this  unit  is   designed to  facilitate  Delegates’  ability  to   take   a   strategic   perspective   of   the impact    of    these    themes    upon     marketing     at     a     sectoral     or industry  level   and   help   them   establish   mechanisms   for   anticipating future  trends  and  emerging  themes. This  includes  the   ability   to   critically   appreciate   developments   within   the marketing   discipline   and   their   impact   on   the   marketing   profession.  The   aim   of   this   unit   is   to   equip   Delegates   with   the   skills    and knowledge  you  need  to  build  an  in  depth   understanding   of   the   key emerging   themes    impacting    on    marketing    in    both    today’s    and tomorrow’s  dynamic  and  changeable  business  environment”Step OneStarting at the end first, we need to consider the output of this module.The   assessment   for   this   module   requires  you  to   write   an   article,   for  potentialpublication  in  a  suitable  industry  journal   that   assesses   key  emerging   themes  (at either   macro  or   meso   environmental   levels)  and   forecasts    their    impact   upon business/marketing  practices  in  a  specific sector, and  predicts  how  this  will   impact upon  marketing  professionals  operating   in   this   sector,   in   the  future.    Whilst  theassessment will stipulate  the  themes to  be  selected  from  you  will  need to  justify andanalyse/evaluate the ones you choose to tackle.  The assessment is divided into two tasks.   Task  1  focuses  on  the  identification  of  a   suitable   range   of   potential  publications that  might  choose  to  publish  your finished  article  and   a  justification   of   the   most appropriate  publication.   A  web search should help you  identify  a  wide  range  of   off and  online  publications.   After that,  you should  find   out   more   about   the   editorial policy  of  the publication  and  this will  help  you  make  a judgement   as   to   which   isthe   most   suitable.    For  example,   you   can   see   the   editorial   objectives  for   the Journal  of  Place Management  and  Development  at:    http://info.emeraldinsight.com/products/journals/journals.htm?PHPSESSID=em5sk67fsvdn6tq1tefra4m1j6&id=jpmd Most  publications  will  have  some  sort  of  style  guide/editorial objectives, which  should   help you  make  a  decision.   There  are  15 marks  available  for Task  1,  that   relate   to   identifying suitable publications, justifying  the   final  choice  and justifying   the choice   of  themes.    It   is important  that   you   choose  themes   that   have   the  potential   to   bring   about   fundamental change  to  a sector.   You  are free  to  choose  the  sector  that   you   work   in   at   the  moment, but  you do not   have   to.   The   benefit   of   choosing   the   sector   that  you   work   in  at   the moment  is  that,  should your article  be  published,  you will have a  very   tangible   benefit   for your  CV,  which  may  help  with future career  progression.  In summary Task One involves the following tasks:• Justify your choice of themes in the context of the sector/industry• Produce a short-list of the most suitable potential publications for your article, with a shortjustification• Critically analyse relevant trade/practitioner publications. In doing so you should look at thetype of articles the publications normally carry.Maximum word count: 1,000 words  Task 2  is  to  actually  write  the  article.   Here  is  a  link  to  a  practitioner’s guide  to writing  journal  articles:http://www.placemanagement.org/default.asp?a=downloads&id=585   In  order  to  meet  the  assessment  criteria  the  article  will  need  to:  •  Critically   evaluate   and    assess    the    impact    of    TWO    changes    upon    a    chosen industry/sector  (30  marks)  •  Forecast   the   implications    of    these    changes    on    organisations    within    the    chosen sector/industry,    giving    due     consideration     to     contemporary     approaches     to business/marketing   (20   marks).    One   particular   contemporary   approach   will   be stipulated   in   the   assessment   brief,   but you    are   also   encouraged    to    include others.  • Predict  the  future  for  the  marketing  profession  within  the  chosen  industry/sector,  paying particular   attention   to   how   the   skills,   attitudes   and    behaviours    of    marketing professionals  will  have  to  change  (20  marks)  1.  You   will   be   expected    to    utilise    material/theories/concepts/examples   you   have    learnt, however,      you      also      need      to      display     your      ability      to     research      your own materials/theories/concepts/examples.     There are   also 10 marks   available   for    format    andpresentation:  • relevance  to  the  tasks   • use  concepts  and  frameworks  to  support  arguments,  points    and  recommendations   • professional  tone  and  required  format  • appropriate  use  of  examples  to  illustrate  points   • Harvard  referencing  What to do first or before your first taught session1. The first task is to understand the nature of  the  assignment  fully.  Download  the  currentassignment and consider the choice of themes.2. Next you need to understand the sources of information available for your sector.  Compilea list of the main authoritative commentators on your industry and the sources of data.3. You then need to understand Thought Leadership.  Essentially this is what  you  are  tryingto do: write a piece that places you/your company in a leading  position  in  your  sector.Put Thought Leadership into Google and click on the search findings  for  PWC  orKMPG and you will see the sort of standard you should be aiming for.4. The first part of the Assignment is to select and justify your selection of  Journal  you  aregoing to write for.  Referring to Task 1 above, research the journals in  your  sectorand select  the  most  appropriate.   NB.   Consider  the  target  audience  for  yourarticle carefully.If you are attending taught sessions you should come to your first session having completed  thesetasks.Step TwoHaving now understood why you are writing the article and who you  are  writing  it  for  you  canstart your research.The Assignment gives you 5 Macro and 5 Meso themes to consider or the alternative of a  themeat either level that you create and justify as specific to your sector.  You need  to  link  thetwo themes.You will need to research each theme  in  enough  depth  to   ensure   that  you   have   a thorough  understanding  of  it,  in  terms  of  its  background (why  it  has  come   about) and  its  potential  impact.  You  should  already  have   a   strong   knowledge   and   understanding   of   tools   and techniques  used  to  analyse  the  marketing  environment,  and  the  various   levels   at which  the  environment  can  be   studied   (macro,   meso   and   micro).    You   should also  be  familiar  with  a  variety  of  emerging  trends.    The  difference  in  this   unit   is that  the  impact  of  change  is  studied  at  a  very  strategic  level;  it  is  not  enough  to forecast  the  impact  of  change  upon  one   organisation. You   need   to   demonstrate your ability  to  understand  the  impact  of  change  upon  an  entire  industry  or  sector.You need  to  think  creatively  and  strategically and consider the  future  of  your   sector as  well  as  individual  businesses  within  it.   You   must collate  information  from  a  variety  of  different  sources,   both  business   and   non-business  related,  in  order  to  make   predictions  about  the   future.    The   aim   is   to   develop your confidence  to  embrace  the future  and develop  concepts,  visions  and  strategies  that can  bring about  long-term  change and  inspire  your  peers,   subordinates   and  other stakeholders  to  be  part  of  the  change  process.   We have listed  some research  links  on the college website.There are other on the CIM Emerging Themes Files and others in EBSCO.You can also consult the CIM library staff . Step ThreeAssess your research and draw your conclusionsYour requirement is to:1. Critically  evaluate  the  environmental  emerging  themes  and assess/forecast  their potential  impact  upon  one  specific  sector or  industry. Also Justify the  need  to monitor  the  macro environment  and  make  changes.  2. Judge the importance of the emerging themes to your organisation -  consideringScenario  planning  and  Impact/risk assessment.  3. Develop a strategic marketing and business response -  considering  Digital Marketingand  Contemporary  business strategies. 4. Propose methods by which marketing professionals can anticipate and adapt to change. You need to send a draft of your full outline article to your tutor by 6 November or 6February.The following are suggested articles to read. The first group are available throughEBSCO.|EBSCO  Accessible  Resources:                                           ||Hines  A.  (2006)  Strategic  foresight:  the  state  of  the  art.     || Futurist,  Vol40(5),  pp18-21.  Ebsco  link                            ||Piercy,  N.F  (2001)  Market-led  strategic  change:  new  marketing    || for  new  realities.  The  Marketing  Review,  Vol2(4),   pp385_404.   || Ebsco  link                                                            ||Russo,  J.  and  Clarke,  K.  (2008)  15  Trends  for  2015.            || Convenience  Store  News,  Vol  44(1),pp  44-46.  Ebsco  link          ||Roper,  S.  and  Parker,  C.  (2006)  How  (and  where)  the  mighty    || have  fallen:  branded  litter.  Journal  of  Marketing  Management,   || Vol22(5-6),  pp473-487.  Ebsco  link                                   ||Roper,  S.  and  Parker,  C.  (2008)  The  rubbish  of  marketing.      || Journal  of  Marketing  Management,  Vol24(9),  pp  881-892.  Ebsco    || link  embargoed  for  12  months  but  article  available  via  library|| photocopying  service  in  meantime.                                   ||                                                                        ||Lee  J.  (2008)  Is  there  room  for  "green"  in  the  current        || economy?  Hudson  Valley  Business  Journal,  Vol19(44),  p7.  Ebsco   || link                                                                   ||Clarke  G.  (2005)  International  marketing  environment  analysis.    || Marketing  Review,  Vol  5(2),  pp159-173.  Ebsco  link                ||Danneels,  E.  and   Sethi,  R.  (2003)  Antecedents  of  new  product  || program  creativity:  the  moderating  role  of  environmental         || turbulence.  Academy  of  Management  Proceedings,  August,  ppA1-A6.  ||  Ebsco  link                                                           ||NON EBSCO  Accessible  Resources                                        ||                                                                        ||Ruff,  F.  (2009)  Corporate  foresight:  integrating  the  future      || business  environment  into  innovation  and  strategy.  International || Journal  of  Technology  Management,  Vol3(4),  pp278-295.             ||                                                                        ||Post,  J.E.  and  Altma,  B.W,  (1994)  Managing  the  environmental    || change  process:  barriers  and  opportunities.  Journal  of           || Organizational  Change  Management,  Vol7(4),  pp64-81.                ||Raynor,  M.E.  (2008)  Strategic  options:  a  new  tool  for  managing || in  turbulent  environments.  Business  Strategy  Series,  Vol9(1),    || pp21-29.                                                               ||Chung-Hoon,  P.  and  Young-Gul,  K.  (2003)  Identifying  key  factors || affecting  consumer  purchase  behavior  in  an  online  shopping      || context.  International  Journal  of  Retail  &  Distribution          || Management,  Vol31(1),  pp16-29.  (Article  available  via  library    || photocopying  service)                                                 ||                                                                        ||Gould,  S.  and  Lerman,  D.  (1998)  “Postmodern”  versus              || “long-standing”  cultural  narratives  in  consumer  behavior:  an     || empirical  study  of  NetGirl  online.  European  Journal  of          || Marketing,  Vol32(7/8),  pp644-654.  (Article  available  via  library || photocopying  service)                                                 ||                                                                        ||Pett,  T.L.  and  Dibrell,  C.C.  (2001)  A  process  model  of  global || strategic  alliance  formation.  Business  Process  Management         || Journal,  Vol7(4),  pp349-364.                                         ||Aldridge,  A.  (2005)  eBay  –  if  you  can’t  beat  it,  join  it:    || online  giant  goes  on  creating  marketplaces.  Strategic  Direction,|| Vol21(6),  pp11-13.                                                    ||Paddison,  A.  and  Calderwood,  E.  (2007)  Rural  retailing:  a       || sector  in  decline?  International  Journal  of  Retail  &            || Distribution  Management,  Vol35(2),  pp136-155.                       |

Emerging themes: CIM PG Diploma

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