AMP401P - SG 1-2019 Applied Marketing Project Dec

Study Guide
Applied Marketing Project

(AMP401P)
This module forms a compulsory core module for the following postgraduate
academic programme:
 Postgraduate Diploma in Marketing Management
Notional Hours: 400

Credits: 40
NQF: 8
Weeks: 16
©IMM Graduate School Study Guide (AMP401P) Page 1 of 134

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Published by IMM Graduate School © Copyright Reserved
January 2019 Revised Edition

Table of Contents
ICONS EXPLAINED ___________________________________________________________ 6
SECTION A _________________________________________________________________ 7
GENERAL INFORMATION _____________________________________________________ 7
Word of Welcome _________________________________________________________ 7
Programme Structure – Postgraduate Diploma in Marketing Management ___________ 12
Programme Overview – Post Graduate Diploma in Marketing Management __________ 13
Programme Purpose ________________________________________________________ 13
Programme Outcomes ______________________________________________________ 14
Module – Applied Marketing Project (AMP401P) _______________________________ 16
Module Purpose ___________________________________________________________ 16
Module Outcomes _________________________________________________________ 16
Study tips ______________________________________________________________ 17
Assessments explained ____________________________________________________ 18
Assignment _____________________________________________________________ 20
Examination ____________________________________________________________ 22
Tips for achieving good marks in your assessments ______________________________ 22
Academic Ethics _________________________________________________________ 24
Understanding referencing and In-text citation _________________________________ 25
Planning your Applied Marketing Project ______________________________________ 26
Study Plan – Applied Marketing Project (AMP401P) _____________________________ 27
Learning Process _________________________________________________________ 29
Student Support at your finger tips __________________________________________ 30

Your Learning Process Checklist _____________________________________________ 32
SECTION B ________________________________________________________________ 34
WHAT YOU NEED TO DELIVER ________________________________________________ 34
Introduction ____________________________________________________________ 34
The way forward _________________________________________________________ 38
Practicum report layout ___________________________________________________ 39
Practicum report success factors ____________________________________________ 40
Mastering the practicum report _____________________________________________ 40
Study Plan ______________________________________________________________ 43
Week 1 __________________________________________________________________ 43
Week 2- 4 ________________________________________________________________ 54
Week 5 __________________________________________________________________ 60
Key Concepts ______________________________________________________________ 60
Progress Check __________________________________________________________ 72
Week 6 __________________________________________________________________ 74
Week 7 - 8 ________________________________________________________________ 90
Strategic Objectives ______________________________________________________ 93
Week 9 - 10 _______________________________________________________________97
Key Concepts ____________________________________________________________ 97
Progress Check __________________________________________________________ 98
Week 11 _________________________________________________________________ 99
Key Concepts ____________________________________________________________ 99
Recommendations ______________________________________________________ 100
Action Plan ____________________________________________________________ 101
Week 12 ________________________________________________________________ 104

Key Concepts ___________________________________________________________ 104
What Is Contingency Planning? ____________________________________________ 106
The Importance of Contingency Planning_____________________________________ 106
Week 13 ________________________________________________________________ 109
Key Concepts ___________________________________________________________ 109
Progress Check _________________________________________________________ 109
Week 14 ________________________________________________________________ 111
Key Concepts ___________________________________________________________ 111
Ethical and or other dilemmas and considerations _____________________________ 114
Week 15 ________________________________________________________________ 117
Key Concepts ___________________________________________________________ 117
Executive Summary______________________________________________________ 117
Progress Check _________________________________________________________ 127
Week 16 ________________________________________________________________ 128
Key Concepts ___________________________________________________________ 128
Progress Check _________________________________________________________ 129
Glossary of Terms _______________________________________________________ 130
Addendum A _____________________________________________________________ 131
Reference list ____________________________________________________________ 132

ICONS EXPLAINED

SECTION A
GENERAL INFORMATION
Word of Welcome
Welcome to the challenging yet exciting world of the Applied Marketing Project (AMP401P).
As a student registered to complete the Postgraduate Diploma in Marketing Management, you

will need to complete this work-integrated module that we refer to as the practicum. The
practicum is aimed at the integration of theoretical learning with fieldwork in marketing, in
other words, solidifying theoretical learning within a marketing setting. It is also aimed at
helping you to identify areas of personal growth as a marketing professional.
It is important to note that the practicum is based on a work-integrated learning approach and
you will be following the instructions in this study guide. The process for successful completion
of your practicum is clearly outlined in this study guide, which you should regard as your
‘manual pro Practicum’ (Practicum Manual).
What is work-integrated learning? According to Cooper et al, (2010), work-integrated learning

is that point at which theory and practice intersect, a time in which you will be required to use
various sources of theoretical and introspective knowledge in a practical workplace setting.
The practicum is a form of work-integrated learning and, as such, you will be drawing on theory
you have previously learnt and applying that to work that you would typically need to complete
in the workplace setting. Such learning is also sometimes referred to as fieldwork.
The theoretical learning that you have encountered during your studies will have introduced
you to many concepts, practical thoughts, theories and frameworks around marketing and its
many aspects.

The theoretical learning is derived from your studies in the following modules:
 Applied Brand Management and Communication (ABMC)
 Applied Marketing Metrics (AMM)
 Applied Global Marketing Dynamics (AGMD)
 Applied Marketing Leadership (AML).
There comes a time when all that accumulated theoretical knowledge needs to take on a life
of its own in a tangible, practical way; this is that time. The practicum requires that you
integrate previously learnt theory in such a way that you demonstrate a clear understanding
of theoretical implications on the marketing realities of a living, breathing entity in the business
world, i.e. your host company.
In this study guide you will find the structural layout for the report and appendices that you
will be required to complete to be successful in this module.
The practicum module measures your ability to translate theory and reflective thought into
practice. You will be asked to consider the many aspects of marketing as you design a way
forward for your host company. You will then be measured on the practical approaches that
you take and how you have substantiated or argued these in your reports.
You may expect this module to be challenging and possibly consume much of your life over the
semester, as you seek to understand each experience in terms of what it would mean, both
practically and strategically, to your host company. Time management will be critical and
therefore the reports required are not something that you want to try to tackle ‘at the last
minute’.

Tips on time management: - Practicum Credits - AMP401 = 40 credits
 Credits are an indicator of the MINIMUM hours of preparation that are required for
the completion of a module – and this is then based on the concept of a notional
hour.
 Notional hour = ANY activity in which a student is involved that relates to the
mastering of the module for example, reading or studying the study guide and the
prescribed textbook, attending an online tutorial, attending a daytime tutorial,
preparing for and completing an assignment and, self-study for the examination.
 10 notional hours = 1 credit - AMP401 = 40 credits = 400 notional hours
 Ensure you plan the MINIMUM time and effort you have to put into this module
carefully.
 For example (AMP401):
• Over a 16-week academic period this equates to just over 25 hours per
week (on average). This could perhaps be broken down as follows per
week:
 Day 1: 4 hours preparation
 Day 6: 2 hours preparation (i.e. attending an online tutorial session)

etc.

If you have been working in the field of marketing for a while, you will possibly approach this
module with the sense that it cannot teach you anything, but you would be mistaken in that
assumption since you will find that this module stretches you to step outside your comfort
zone in terms of how you have always done things. If you are at the early stages of your career
you may initially feel overwhelmed but remember that you have reached this point by
working through the necessary body of work and you are now simply being challenged to
apply all you have learnt.
You will need to use your communication, negotiation and relationship building skills to
network with people in your host company, in an almost consultancy type of role and herein
lies the power of the practicum; whether you have been working in the field of marketing or
are new to it, the nature of the academic tasks required may knock on or even open new
doors for you in the working world. When you reach the end, you will no doubt find that it
has been a valuable personal branding tool which you could have used to position yourself as
a marketing professional either with your current employer or as a marketing professional
starting out.
The academic requirements laid out in this study guide will force you to work alongside some
of your host company’s decision makers, asking questions, listening, and exploring options.
We hope that you will use this opportunity to become an ambassador for the profession of
marketing.
Good luck with your studies

Programme Structure – Postgraduate Diploma in Marketing
Management
Here is a summary of the Postgraduate Diploma in Marketing Management

Programme Overview – Post Graduate Diploma in
Marketing Management
Programme Purpose
Once you have successfully completed the modules and achieved the module outcomes
covered within the Post Graduate Diploma in Marketing Management you will be competent
to do the following:
To create a platform which will provide an opportunity to those with some academic
marketing knowledge with expanded insight, understanding and practical skills about
marketing – from idea conceptualisation to the development, launch and maintenance of
marketing plans and programmes for contributing to the achievement of the strategic
business objectives of the organisation. This is, therefore, a qualification aimed at people
entering the business or professional marketing environment, people at a specific
developmental stage in their careers, or at the phase in their personal development when
they already have suitable knowledge, training and qualifications in their specific field of
knowledge but lacking an in-depth marketing background. The Programme provides a
practical opportunity for students to ensure a personal competitive advantage while
broadening their career prospects.

Programme Outcomes
Exit-Level Explanation Which module is linked to

outcome each exit-level outcome
Exit-level Demonstrate advanced skills in implementing marketing Applied Brand Management
outcome 1 knowledge and principles, appreciating how it and Communications
contributes to and draws on the other functional areas Applied Marketing Project
of business. Applied Marketing Leadership
Exit-level Understand and take full responsibility for a marketing Applied Marketing Metrics
outcome 2 position as a functional leader as well as being a Applied Marketing Project
contributing member of a management team in an
organisation. Applied Marketing Leadership
Exit-level Provide an assessment of an organisation’s internal Applied Marketing Metrics

outcome 3 strengths and capabilities, as well as the external Applied Marketing Project
environment opportunities, and link the organisational Applied Marketing Leadership
resources with practical marketing activities in the field
when interacting with clients.
Exit-level Demonstrate a practical understanding of the national Applied Marketing Metrics
outcome 4 and international economic context within which Applied Marketing Project
organisations offer their products and services to clients Applied Marketing Leadership
and institute practical action steps to capitalise on
marketing opportunities the environment presents.
Exit-level Demonstrate the application of academic knowledge in Applied Brand Management

outcome 5 evaluating and selecting relevant information from the and Communications
field and processing this for developing a plan for the Applied Marketing Project
active management of key accounts as well as the generic Applied Marketing Leadership
expansion of the client base.

Exit-level Produce an action plan for identifying new clients, using Applied Brand Management
outcome 6 appropriate information on the products and services and Communications
offered by the business and documenting this for Applied Marketing Project
communicating the marketing plan to management. Applied Marketing Leadership
Exit-level Develop appropriate systems and methods for evaluating Applied Marketing Metrics
outcome 7 business progress and for quantifying the personal Applied Marketing Project
contribution to organisation-wide targets. Applied Marketing Leadership
Exit-level Illustrate an understanding of the ongoing need for Applied Brand Management
outcome 8 mastering life-long learning strategies in the rapidly and Communications
changing field of marketing management. Applied Marketing Project
Exit-level Identify and address ethical frameworks in the field of Applied Brand Management
outcome 9 marketing management and base decisions and actions and Communications
on appropriate values in keeping with generally accepted Applied Marketing Project
and sound principles of ethical behaviour. Applied Marketing Leadership

Module – Applied Marketing Project (AMP401P)
Module Purpose
To create a practical platform for the integration of various elements in the marketing
environment through the integration of these into an integrated business marketing project
aimed at improving the marketing function an aspect of the organizational strategic action.
Module Outcomes
By the end of this module, students should be able to:
 Illustrate the practical experience associated with their studies in marketing gained
through an industry related work project,
 Experience the marketing job market, thereby ensuring that once they have completed
their studies and are preparing to enter the workplace, they will have experienced
workplace reality.
 Reflect on having been exposed to valuable training, enabling them to use taught skills
and insights present themselves as having had practical experience when applying for
employment.
 Explore the power of critical reflective analysis, developed through structured stages,
thus providing a platform for developing specific skills which engender confidence in
this approach.
 Do critical reflective analysis developed through analytical marketing models, relating
theory to practice
Marketing challenges and opportunities are continuous as we live in a world where we are
constantly faced with change. Marketing managers need to implement marketing plans
within a constantly changing environment. In this module you will need to demonstrate that

you have taken cognisance of these changes and how its impact on businesses and / or
marketing.
On the one hand, the focus in this module is on experiential learning and therefore credit is
given for the learning achieved and not for merely participating in the experience itself. On
the other hand, you will still be able to work on the project of your choice and be evaluated
on your learning even if your project remains purely academic and experiential and your host
company opts not to implement the project you have worked on with them.
Although the physical outcomes will be the report requested for your qualification it is the
actual learning that has taken place that needs to be demonstrated in this report as this is
what will be marked, and therein lies the challenge.
You are expected to complete this module in 16 weeks. (Refer to study plan outlining the
16-week breakdown).
These module outcomes sound amazing – but how on earth can one achieve
these?
Study tips
Here are a few tips you should follow to ensure you have the best chance to successfully
complete this module:
 Make sure you use and develop all the tools you need to complete this task successfully.
 Show a POSITIVE attitude and do not blame others for your failures.
 Take responsibility of your own progress and success.
 Communicate! Ask help when you need it. Ask questions. Find out what student support
is available. Find out when things are due and when you should be doing what. Read all
instructions carefully!
 Use all the available student platforms to ENGAGE with, learn from, solve problems with,
and discuss ideas with other fellow students and IMM Graduate School staff.
 Prioritise what is important. Manage your time and keep constant track of your progress.

 Think of alternative ways to learn more effectively.
 Get Organised:
o Get all your required study material and buy your prescribed textbooks
o Familiarise yourself with eLearn
o Draw up your study timetable and commit to it (check the student pacer outlined
later in this study guide)
o Set clear objectives to achieve at deadline dates for every study unit
Assessments explained
 The IMM Graduate School’s assessments comprise of both assignments and

examinations. Please ensure that you thoroughly read the IMM Graduate School 2019
Yearbook Assessment Section for a complete understanding of the rules and regulations
governing assignments and exams. There are specific rules that should be followed in
terms of required font, font size, formatting and layout, as well as referencing guidelines.
These should be adhered to as you will be penalised for not following these instructions.
• The marks grading system is as follows:
 75% or more = Pass with distinction

 50% - 74% = Pass
 0% - 49% = Fail
 Note: No exam is required to complete this module.
 Note: Assessment of this module requires that your report consists of two separate
submissions.
o Submission 1 (interim report) is NOT compulsory, and no marks are awarded for
the first submission. It is however recommended that you do submit an interim
report. You will receive valuable feedback from the marker which will allow you
to improve the content in preparation for your second (final) submission. Allowing
you the opportunity to improve your final marks. Your first submission does need
to be submitted on the required submission date.

o The second submission is compulsory for all students and you do need to submit
the final report on the submission date stipulated.
o Your first submission will form part of the final report. The rationale for the two
submissions is that this will allow the academic team at the IMM Graduate School
to provide you with constructive feedback prior to finalising the second
assignment submission. In so doing, you are assured that your final report is on
track and this will assist you in achieving an above average result.
o By including two submissions in this assignment we are creating an opportunity

for students to resubmit the first assignment submission with improvements made
to it within the second (final) submission.
o The intent is for students to use the formative feedback they received from
markers who assessed the first submission and make corrections and
improvements. The updated and improved content is then included in
submission 2.
o Submission 2 will contribute 100% towards your final mark.
o The feedback that will be provided on submission 1 will include:
 Feedback on the content of the sections relevant to submission 1
 Comments of the overall presentation of the report which includes
feedback on for example spelling, grammar, table of contents, formatting
errors, reference list etc.
 Feedback on the relevant addendums
 The framework for this report (submission 1 and submission 2) is clearly outlined in this
study guide. Refer to the report structure in this study guide. Here you will be given a
guideline as to what needs to be included in both submission 1 and submission 2.
 For submission dates please consult the latest issue of the IMM Prospectus.

The following content needs to be included in submission 1 (non-compulsory submission):
Summary of Marks
Max. per
Marker Checker Moderator Checker
Question
1. Practicum Topic /0
/0
2. Internal Market Analysis
/0
3. External Market Analysis
4. Situational Analysis /0
5. Strategic Objectives /0
6. Appendices (in this submission /0

only the reflective logs are
required)
/0
7. Reference List
Total /0
Assignment
Why do you need to complete an assignment?
 Assignments help you to apply what you have learnt

 Assignments help to show you what you are still struggling with and what you still need
to learn or spend time on
 Assignments help you to measure your own progress and award marks that will indicate
your level of competence.
Assignment term mark calculation

Your assignment consists of 2 separate submissions – the first submission is not a compulsory
submission. You will need to submit your assignment before or on the due date and time
(refer to the IMM Graduate School Prospectus). Ensure you start early so you give yourself
enough time to complete both the assignment submissions before the due date.

Marking of the practicum report will be handled as follows:
Module Programme: Report

code:
Applied Marketing Project Report including the Communication Brief

One of 5 modules in the Comprises 100% of the final mark
Postgraduate Diploma in Marketing
Management
Submission 1 (not compulsory): Refer to the report structure in this study

AMP401P (refer to the IMM Graduate School guide. Here you will be given a guideline as
(40 credits) Prospectus for the submission to what is included in both submission 1 and
dates) submission 2.
Submission 2: (refer to the IMM This section of the report constitutes 100%
Graduate School Prospectus for the towards your final mark.
submission dates) Refer to the report structure in this study
guide. Here you will be given a guideline
as to what is included in both submission 1
and submission 2.
Presentation mark (negative marking) – Refer to Up to -20
the relevant Addendum in this study guide
Marking Rubric for Submission 2:
Summary of Marks
Max. per
Marker Checker Moderator Checker
Question
1. Practicum Topic /1
2. Executive Summary /4
3. Internal Market Analysis /10
4. External Market Analysis /10
5. Situational Analysis /10
6. Strategic Objectives /5
7. Recommendations /10
8. Action Plan /10

9. Risk Analysis & Contingency /10
Plans
10. Financial / Budgetary /10
Considerations
11. Ethical and or other /5
dilemmas & considerations
12. Appendices
a. Reflective logs, Host
Evaluation and Personal /15
Assessment = 5 marks
b. Creative / Communication
brief = 10 marks
13. Reference Lisst /0
Total /100
Presentation /-20
Late Submission /-5
Final Total
Examination
This module consists of one formative assessment comprising 2 different submissions.

Submission 2 contributes 100% towards your final mark. This module does not require the
writing of an examination. This module is project based and contributes 100% of your mark.
Tips for achieving good marks in your assessments
 Firstly, do not leave the completion of your project until the last minute!
 Carefully consider the mark allocation of each section in the report. By doing this it will
help you to achieve the maximum marks possible!
 For example: If a section counts 10 marks, ensure you include at least 10 keywords or 10
steps or 10 core facts – depending on the requirement of the section. If a section counts
only one mark, it is more than likely that only one fact will be required.

 If for example a section requires the listing of a process which includes 6 steps, ensure
you cover all 6 steps – marks are usually allocated according to the actual process / steps
– thus your response must be factually correct.
 Be careful to not rewrite the content word-for-word out of your study guide or any other
learning material, firstly you are making yourself guilty of plagiarism and secondly it does
not indicate that you understand the concept. Use your own words – specifically when
you need to answer a question using your own thinking or interpretation.
“Our jobs as marketers are to understand how the customer wants to buy and
help them do so” Bryan Eisenberg

Academic Ethics
Any assignment allows you to utilise various reading material that will assist you in the
completion of your assignment. Read the material with full attention and ensure you fully
understand each concept before you try and apply the learnt theory.
Use your own words to explain what you have read when answering a question. The marker
needs to see that you have understood the questions and are able to apply the learnt theory
to your answers. You must use your own words and cannot simply “cut and paste” or “copy”
the content from any learning material.
When using something from any textbook, website, or any other material as part of your
assignment answers you must acknowledge the original source be referencing the source in
your text as well as at the end of your document. Please consult the IMM Graduate School
Harvard Referencing Guide (Addendum A and also available on our eLearn platform) for a
detailed explanation of how you should reference correctly.
The IMM Graduate School takes the copying of any material without proper referencing
extremely serious as this is known as plagiarism and you will face a disciplinary action if you
make yourself guilty of such a plagiarism practice. Please ensure you are familiar with the
IMM Graduate School Harvard referencing style guide as not to inadvertently commit such an
offence.

Understanding referencing and In-text citation
Students tend to make several common errors with the reference list and in-text citation.
Some of these include:
 In-text references without corresponding items in the reference list
 In-text references without accompanying page numbers (or incorrectly cited page
numbers)
 Reference list not in alphabetical order
 Incorrect spelling of authors, titles, publishers
 Transposing author’s surname and first name
 Vagueness about the use of et al. for three or more authors
 No indication of editor/s
 No indication of edition, if not first
 Exclusion of subtitles of books, journal titles and journal articles
 Incorrect date of publication (impression rather than edition date)
 Inconsistent use of sentence case and title case in titles of books, titles of journal
articles and titles of journals
 Confusion in respect of italicisation of titles of books and titles of journals (titles of

journal articles incorrectly placed in italics)
 Underlining instead of italicising titles
 Insufficient details given for newspaper articles (author, date, title of article, page,
column)
 Confusion between publisher and printer
 Confusion about place of publication (countries, cities, US states, UK counties)
 Omission of page numbers of journal articles and chapters in books

 Incorrect corporate author (frequently no author) cited in government
publications and legislation (e.g. Acts of Parliament)
 Date of downloading of Internet citations omitted
 General inconsistencies in respect of format.
Planning your Applied Marketing Project
The IMM Graduate School has designed study plans for each module. These plans will assist
you in planning your studies to ensure you cover the entire syllabus and to schedule your
studies at manageable intervals. Distance learning requires careful planning and scheduling
of your studies and the study plan will provide you with a guideline on how to plan and not
fall behind. Adhering to the study plan will guide you and provide you with a good start to
achieve the targets set out for each module and to ensure you plan beforehand to hand in
your assignments before or on the submission due dates.

Study Plan – Applied Marketing Project (AMP401P)
When Included in What Completed

Submission 1  or 
or 2
Week 1 submission 1  Select your Host Company
 Select your practicum topic
 Schedule and attend your first meeting with the
representative from your host company.
o Discuss your topic
o Discuss the process you will be following
o Obtain as much insight as you can into
the topic and
o Provide your host with a roadmap till
completion of your practicum report and
o Confirm any other appointments with
your host going forward
 Remember to commence with the completion of
your Reflective Logs
Week 1 Online Tutorial Session 1
Week 2 submission 1  Make sure you understand the structure of the
report
 Read as much as you can about your host
company, the competitors etc. (annual reports
and any documentation you may have obtained
during your discussion with your host)
 The above reading is in preparation for the work
you need to complete in weeks 4 – 10 so make
sure you do the necessary and appropriate
reading
report
during your discussion you’re your host)
reading
report

When Included in What Completed
Submission 1  or 
or 2
during your discussion you’re your host)
reading
Week 5 submission 1  Commence and complete your internal market
analysis
Week 6 submission 1  Commence and complete your external market
analysis
Week 7 submission 1  Commence with your situational analysis
Week 8 submission 1  Complete your situational analysis and
 Commence and complete your strategic
objectives
Week 9 submission 1  Review and amend your assignment in
preparation for submission in week 10
Week 10 submission 1  Submit your first section of the report (non-
compulsory)
Week 11 submission 2  Finalise all your recommendations
 Do your action plan
Week 12 submission 2  Complete your risk analysis and contingency
plans
Week 13  Feedback received from the IMM with regards
to Submission 1
 Commence with updating and amending your
assignment based on feedback received in week
13
Week 14 submission 2  Compile a comprehensive budget
 Compile all the ethical dilemmas and
considerations
Week 15 submission 2  Ensure all your appendices are well documented
and accurate
 Review your report and finalise your Executive
Summary
 Ensure you include all recommendations and
suggestions you have received post the feedback
of submission 1 of your report.
Week 16 submission 2  Final review of your assignment prior to
submitting on your due date
 2nd submission

Learning Process
Not only should you adhere to the study plan guidelines, you should also ensure you
understand the learning process that takes place in this module.

Student Support at your finger tips
You are registered for this module on a distance learning basis and you are expected to work
on your own 70% of the time. However, this does not mean that you are completely on your
own. Please use the available IMM Graduate School Student Support resources to help you
during your studies.
Contact the IMM Graduate School support staff for clarity when you need it and
ask them to explain issues which you may find confusing or challenging: academic-
ug@immgsm.ac.za
Don’t leave your queries to the last day before you write your examination or
before the assignment submission due dates.
You are required to constantly visit eLearn as it is an essential source of

information that is continuously updated with topical material, additional
guidance, messages and tutorial letters.
eLibrary is an excellent place for you to peruse additional reading of your own.
This tool will be extremely valuable when conducting research for your
assignments / projects / research reports. For access to the virtual library please
follow the instructions available on eLearn.
Information Centres - the IMM Graduate School has libraries in all Student Support Centres
with textbooks and additional materials that could help you in your assignments when you
need to reference additional sources. For opening times at facilities please enquire at your
Student Support Centre. You have access to free internet at the Information Centre.

Online Tutorials - in our on-going efforts to support our students, the IMM
Graduate School hosts Online Tutorials in modules which we have identified as
ones where students need additional guidance and support. Subject matter experts
share their knowledge using a presentation/video conferencing addressing learning
outcomes/assignment preparation/examination preparation etc. giving ample
opportunity for student feedback and interaction.
Group Forums or weekend tutorials – join group forums and/or weekend tutorials
for discussions, to post questions and to receive updates on specific modules.
The Journal of Strategic Marketing - the official publication of the IMM Institute of Marketing
Management, which keeps you up to date with the latest news and trends of what is
happening in the industry.

Your Learning Process Checklist
At this point you should understand the learning process explained above, as well as what the
Applied Marketing Project is all about and you should be ready to start your journey towards
the successful completion of your module.
Checklist Done / still to do /

still to buy or access
Do you have access to all the prescribed – and additional learning

material?
 There is no prescribed textbook for this module. You are

required to integrate appropriate material from all previous
modules and you should therefore look at textbooks and
additional material such as journals and articles that may be
applicable to your selected project or host company. This
study guide will serve as your roadmap to navigate you through
this project.
 It is however, recommended that you also refer to your
prescribed learning material for all the other modules you have
concluded. These modules include:
o Applied Brand Management and Communication (ABMC)
o Applied Marketing Metrics (AMM)
o Applied Global Marketing Dynamics (AGMD)
o Applied Marketing Leadership (AML)

 IMM Graduate School eLearn platform: All relevant documents
related to this module.

Checklist Done / still to do /
still to buy or access
 IMM Graduate School eLearn platform: The available eLibrary

information platforms
 Here are a few other resources that you may find valuable:
o Marketing, branding and strategy books, journals and
articles
 Undergraduate and post-graduate study guides relevant to this
module
Do you have a quiet place to study?
Do you have support from your close family / friends /

colleagues?
Do you know who to contact at the IMM Graduate School when

needed?

SECTION B
WHAT YOU NEED TO DELIVER
Introduction
A practicum report is required for successful completion of this module:

 Postgraduate Diploma students – Applied Marketing Project (AMP401P) - A Practicum
Report incorporating the Creative/ Communication Brief - 40 credits
 There are 2 submissions included in this module (the first submission is NOT
compulsory)
 The core requirement for this module is for you to compile a report on a strategic
marketing initiative you recommend to the company you work for, or a company of your
choice. This report will consist of two separate submissions (the first submission is NOT
compulsory). Your first submission will form part of the final report as well. The rationale
for the two submissions is that this will allow the academic team at the IMM Graduate
School to provide you with constructive feedback prior to finalising the final section of the
report. In so doing, you are assured that your final report is on track and this will assist
you in ensuring an above average result.
 You have the choice of four practicum topics for this report, whether it is a:
o social media marketing initiative,
o digital marketing strategy,
o rebranding strategy or
o marketing strategy.
Any of these options would be acceptable provided you focus on an initiative which is still
to be implemented and not a strategy already being implemented in the company. You
have the choice of 4 practicum topics of which you need to choose 1. Refer to the relevant
section later in the study guide.

 Students are required to follow the outline for the report detailed in this study guide.
What is a marketing practicum?
 A marketing practicum is a graduate level course, often in a specialised field of study

(as is the case in this practicum focused on various aspects of marketing), that is
designed to give students practical application of a previously or concurrently
studied theory
 A practicum is a unique learning experience that is planned, supervised, evaluated

and graded
 A successful practicum involves three key individuals: the student, the tutor and the
host company / organisation (the company champion) that the report is based on.
The practicum requires you to work with a host company observing marketing activities and
collecting information on your practicum ‘topic’. Then after analysing the company’s current
position your report is your ‘proposed strategy’ for the company moving forward. You are not
reporting on the company’s current strategy.
The following diagram illustrates the steps you should follow to prepare and submit your
practicum report.

As a student it is suggested that you view the practicum report in the following light:
 Imagine you are a Marketing Consultant working for ABC Consulting (Pty) LTD. You
have been requested by a client to prepare a marketing strategy. Before presenting
the client with a strategy you would need to complete certain tasks.
 You would typically have to do the following:
• Analyse the company
• Analyse the current situation
• Analyse the industry.
• Draw conclusions
• Make recommendations - this is the actual strategy you are proposing.
• Draft a budget, based on the strategy requirements
• Present possible risks and ethical issues around your proposed strategy
• Present an implementation plan and timeline.
• By following these steps, you will be completing the marketing practicum

exactly as it would be done in the workplace. This will give you valuable
experience in real life workplace requirements.

The way forward
The practicum report will require that you compile a strategic document comprising 2 separate
submissions (based on your chosen topic).
Note: The strategic document should be of such a nature that it is implementable by the
organisation that you are representing.
It is important to remember this is your proposed strategy and to start the process by keeping
reflective logs which must be included in your report. Your reflective logs are a record of the
process of information gathering, discussions, observations and interactions and the
theoretical applications and reflections that you developed along the way.
Start by discussing the project options with the champion in your host company, and then
record all activities / interactions that takes place as you set about obtaining and reviewing the
information you need for your strategy document. This does not mean that your host company
must agree that you implement the strategy you have worked on (although the experience is
enhanced if it chooses to proceed). Rather, if your host company opts not to implement the
strategy and simply allows you access to people and information needed to design the strategy
and Implementation plan, this will be acceptable.
Once you have decided on your practicum topic you will need to start on your report, and to
do so you will begin by keeping reflective logs. In addition, you will also need to submit a
communication / creative brief which could be given to an advertising or communication or
other agency to facilitate the implementation of your strategy. This latter portion will require
you to look beyond your current textbooks and into practical approaches for the achievement
of the brief.
You should review the theory you have already done in other modules as this will help you in
keeping your logs and submitting your report. Make sure that you have access to relevant
textbooks and study guides and that you have cleaned off the dust that may have accumulated
while they have been lying around!

You will need access to a computer or laptop, and it is assumed that you will be sufficiently
computer literate to write coherently as well as operate the Internet when attempting this
module. Computer and internet literacy are required, inter alia, for literature searches.
A sound knowledge in the use of the IMM Graduate School Harvard Referencing System is
compulsory before attempting this module. If you are not completely familiar with the IMM
Graduate School Harvard Referencing System please visit eLearn, where you can obtain more
information. The IMM Graduate School views plagiarism in a very serious light and therefore
you will not be permitted to submit work that is not your own, whether obtained from an
online source such as a website or otherwise. This is particularly noteworthy since you will
need to use various sources of information when collecting and auditing information for use in
your report.
Note: Students who are repeating the module are required to submit a report on a new
topic, they may not re-submit the previous report.
Practicum report layout
Plan the report layout so that the report has a logical flow and moves from broad to specific.
Ensure that you follow the structural outline for the report available in this study guide.
If you have not already done so while working on your chosen marketing project, decide what
theoretical models you are going to use for each section of the report, and plan the flow
accordingly. For instance – which models are you going use to look at the external marketing
environment, the macro-environment or the strategic angle of your chosen project?
Consider whether you need to go speak to more people or go back to people you have already
spoken to at your host company, to do a proper audit. Plan who you must speak to as well as
when and where, and what you need to ask them to gain the information you need for the
audit.

The easiest way to ensure a logical flow in your report is to write out the structure for your
report and then to populate the sections. A report structure has been proposed later in this
study guide.
Practicum report success factors
In the report, you will start off looking at the marketing scenario, approach, activities and
strategy in the host company. Then the scope narrowed to the strategy (practicum topic) you
chose. The foundation of the report is a strategy based on an audit of the host company.
An audit in this case refers simply to critically and theoretically reviewing what has been done
and providing recommendations using critical and reflective thinking.
 You need to critically reflect on the company’s background, industry context, external
and internal marketing, strategic objectives, risk factors and positioning.
 You need to choose the appropriate theory and models with which to audit
(benchmark) the marketing issues identified in the external and internal analyses.
 You need to substantiate your choice of theory and models, e.g. why those are the
most appropriate models to use to analyse those issues?
 You need to keep ongoing records of interactions and activities, using critical
theoretical reflection and introspection.
 You need to work with your champion (identified within the host company) to
complete both the report.
Mastering the practicum report
The emphasis of the practicum report is on submitting a strategy of your choice including the
implementation plan. The strategy you choose to work on becomes your practicum topic. You
can choose the type of strategy you want to work on from the four options available in the
structural outline for the report.

The report requires that you identify and use models and theory as tools to further interrogate
and audit the specific content of your report (see report structure). This means that the report
is not about merely populating a model with the applicable information in terms of your host
company but discussing the theory and practicality behind the models (using reflective skills)
in terms of how it applies or has bearing on your host company, so that your report becomes
a critical audit of elements affecting the company.
Students will be required to include reflective logs that show how they went about obtaining
and analysing the information required for their strategic document. This should record
interactions of communicating with decision makers in your host company, observing
marketing functions, reading and analysing available information, its industry context and
marketing approach, etc.
You should draw on theory and introspection in your reflective logs so that they provide you
with not just a record of interactions and observations but also a starting point for theoretical
and critical reflection that you can refer to when compiling your report.
Use the template provided in this study guide when compiling your reflective logs (refer
Appendix A).
The report also includes a personal assessment of job performance (refer Appendix C), as well
as an employer / host evaluation (refer Appendix B) which must be signed by your champion
and written on your host company’s letterhead. And don’t forget you will also need to
complete a communication or creative brief (refer Appendix D) as part of your practicum
report.
Remember to check that you have done the following:
 Gathered as much information about the marketing function and strategic objectives
in your host company as possible; speak to marketing managers and other decision
makers to get a clear picture of what the broad marketing approach is. Record these
in your reflective logs and remember to reference these correctly.
 Recorded critical incidents, activities and interactions relating to several marketing

activities and progress around your practicum topic in your reflective logs.

 Extracted from your reflective logs your thoughts (introspection) and the theoretical
models used to reflect on interactions, activities or discussions.
 Recorded possible solutions that the theory might suggest, remembering that the
practicum report should be a strategic document of your proposed strategy.
 Considered and discussed how your solutions or recommendations may differ from or
mirror the direction that the host company has been taking.
 Industry context – used appropriate sources (e.g. online searches), to provide

background information of the industry and remember to reference correctly.
 Continued to develop your reflective logs and your report.

Study Plan
Week 1 Time allocation: 25 hours
Study Plan activity Activities completed Material used / Time / Week Progress
accessed / check
assistance
 Select your Host  Schedule and  Check activities Week 1 –

Company attend your first on eLearn 25 Hours
 Select your meeting with the  Consult
practicum topic representative from eLibrary
your host company.  Refer to your
 Discuss your topic study guide for
 Discuss the process selection of the
you will be practicum topic
following  Remember to
 Obtain as much commence
insight as you can with the
into the topic and completion of
 Provide your host your Reflective
with a roadmap till Logs
completion of your  Relevant
practicum report documents on
and your host
 Confirm any other company
appointments with
your host going
forward

Key Concepts
After completing this study unit, you should be able to:
 Clearly demonstrate your ability to select a host company and a practicum topic
 Have a clear understanding of what is required to deliver in terms of this module.
Selecting your practicum topic
As you start out on the practicum and communicate with your host company, you will need to
pick a focus area for work within the host company; this is your practicum topic. For your topic
you may select to compile ONE of the following:
 a marketing strategy for the company or one of its brands / products OR
 rebranding strategy for the company or one of its brands / products OR
 digital marketing strategy for the company or one of its brands / products OR
 social media strategy for the company or one of its brands / products.
Potential Topic Defining the topic
Marketing Strategy An organisation's strategy that combines all of its marketing goals into one
comprehensive plan. A good marketing strategy should be drawn from market
research and focus on the right product mix in order to achieve the maximum
profit potential and sustain the business. The marketing strategy is the
foundation of a marketing plan (Anon.,2017).
Rebranding Strategy Rebranding is a marketing strategy in which a new name, term, symbol, design,
or combination thereof is created for an established brand with the intention of
developing a new, differentiated identity in the minds of consumers, investors,
competitors, and other stakeholders.
Digital Marketing The promotion of products or brands via one or more forms of electronic media.
Strategy For example, advertising mediums that might be used as part of the digital
marketing strategy of a business could include promotional efforts made via the
Internet, social media, mobile phones and electronic billboards, as well as via
digital and television and radio channels (Anon.,2017).

Social Media Strategy Primarily internet or cellular phone based applications and tools to share
information among people. Social media includes popular networking websites,
like Facebook and Twitter; as well as bookmarking sites like Reddit. It involves
blogging and forums and any aspect of an interactive presence which allows
individuals the ability to engage in conversations with one another, often as a
discussion over a particular blog post, news article, or event (Anon.,2017).
What is the difference between a digital marketing strategy and a social media strategy?
Social Media Marketing
Promoting your brand through online social community platforms such as Facebook,
Twitter, Pinterest, LinkedIn, YouTube and Instagram (to name but a few). Posts via these
channels are intended to drive engagement from users and entice action which may result
in brand awareness, lead generation and sales.
Digital Marketing
The scope of digital marketing is broad and includes the integration of all marketing
activities through digital technology. The focus is on the traditional four P’s of Product,
Place, Promotion and Place (Distribution). This mix is extended to include the services P’s
of Process, Physical Evidence and People. An additional P, Partnerships is also included.
Within the context of the Promotional P, we find specific focus on Search Engine Marketing,
Content Marketing, Social Media and Viral Marketing, Influencer Marketing, online PR and
Blogging and Permission based Direct Marketing (email and SMS). Since the scope of Digital
Marketing is so broad, great emphasis is placed on measurement and control. As such the
activities of online analytics, consumer behaviour monitoring, channel audits and online
brand monitoring.

Your choice of topic should be made in conjunction with the contact person at your host
company to whom you will be reporting and who should be someone with enough authority
to grant you permission to work on such a project.
NOTE: You can work on your topic even if your work remains purely academic and the
host company opts not to proceed with the strategy you have compiled. This
contact person will be referred to in this study guide as your ‘champion’.
The practicum is not a job, however, and its focus is not on the number of hours you have
spent in a practical marketing setting, but on the outcomes, you deliver. You will be assessed
on your ability to use theory and reflection and apply these to marketing practice. For this
reason, you will need a host company to either work at or work with.
Some of you will be privileged in that the host company you secure may be ahead of the pack
and may already be applying the very latest marketing tools which, while not yet in common
use, are soon to be cemented in academic theory. But some of you will find that your host has
very little marketing in place at all, and that as a result you must become an ambassador for
both their learning process and your own learning process as you endeavour to open minds
and doors to the reality of what marketing can achieve. For this reason, the module will
challenge you to use your initiative, creativity and marketing knowledge to its fullest.
You will be required to work independently, with much focus and personal drive. The
workplace is a demanding environment and this demand is seldom, if ever relaxed and this
reality is replicated in the practicum. For instance, in a workplace environment you may need
to meet workplace deadlines and to make decisions with very little support from your seniors,
and we would therefore be failing you if we did not carry over such demanding requirements
in this ‘work-integrated learning’ module.

Please remember that you are expected to exercise considerable independence and personal
drive in your studies.
Think of the who, what, when, where and why questions when selecting your topic:
 WHY did you choose the topic? What interests you about it? Do you have an
opinion about the issues involved?
 WHO are the information providers on this topic? Who might publish information
about it? Who is affected by the topic?
 WHAT are the major questions for this topic? Is there a debate about the
topic? Are there a range of issues and viewpoints to consider?
 WHERE is your topic important: at the local, national or international level? Are
there specific places affected by the topic?
 WHEN is/was your topic important? Is it a current event or an historical issue? Do

you want to compare your topic by time periods?
Selecting your Host Company
The purpose of the marketing practicum is to enable marketing students registered with the
IMM Graduate School to learn how to observe, document and analyse the marketing
function in the workplace, and then determine a way forward that is both practical and
achievable in the workplace. This will ensure that students receive valuable work experience
within the business environment while providing a service to host companies that builds on
the importance of marketing as a profession. Obviously, we will not be able to cover all
aspects of the marketing environment, so the approach will be for you to select an option for
strategy development big enough to substantiate the aspects required in this report and
therefore options have been provided.

The practicum is an experiential approach designed to complement the coursework so that
your business and education experience are enhanced. Experiential learning is a dynamic
educational approach which integrates study with practical work experience and requires
your full involvement at both a theoretical and practical level. It is intended to contribute
meaningfully to your overall preparation within the work environment by providing you with
an opportunity for the practical application of skills and concepts learned on the course.
This module will require you to identify appropriate information relevant to the host
company’s history and industry setting, its marketing approach and some of its marketing
activities. You will then select one of the projects to undertake for the host company and
while you develop that project for them you will be required to write up a professional report
for the IMM Graduate School that will substantiate the strategy you present to the host
company.
You are not required to submit the actual work completed for the host company; you only
need to submit as much as is relevant and applicable to the report and the communication
brief as per this study guide. In other words, the credit given is for the learning achieved –
not the work experience itself.
The practicum will be handled as follows:
A practicum report and creative / communication brief. This study guide includes the
sections that deal specifically with the practicum report and the communication brief. It is
important to familiarise yourself with the requirements for each of these. The reason for
these reports is to simulate the phases of work in a practical marketing setting. You will
therefore have to use your initiative and apply yourself to understanding what may be
required further of you.

About the host company
For the purposes of this practicum a host company is defined as a company in which (or under
the auspices of which) you complete the practicum.
Marketing can take on many guises depending on the host company’s view or approach to
marketing. For some companies, marketing equals advertising and everything else is business
as usual, while for other companies marketing is seen as the presence of business cards and
letterheads. In some companies, a large sales team defines their marketing approach while
for other companies marketing is an integral part of everything they do. Whether you are only
starting out in your marketing career or have been working in the marketing environment for
some time you will no doubt encounter many different ideas around what marketing is
perceived to be about.
As a student who has by now been exposed to the various aspects of marketing through the
IMM Graduate School modules you will have successfully completed, some of those
perceptions may be hard to relate to and may require you to represent the profession and
provide some clarity concerning the profession of marketing.
The reality is that companies have different approaches to and opinions of what marketing is
and the value that it can offer them, and this may be true for your host company. As an IMM
Graduate School student you should also consider yourself as an ambassador for the
profession of marketing, so that if you are faced with a host company that has no marketing
or alternatively no concept of the value that marketing could offer its business, you should be
able to positively impact on such perceptions. The first step in completing this module,
therefore, will be to convince either your current employer or a small business that you have
contact with about the value of marketing, so that you are able to access relevant information
and decision makers and be of great value to your host company.
There are a few different types of hosting options depending on the situation that you may
find yourself in when you register for this module, but you will be able to complete your
practicum project.

Hosting options
One of the first questions you will ask yourself is where you will find a host. Select one from
the options below when finding your host company for this module:
Employed – for students employed in marketing positions
If you are currently employed in a marketing role you should be able to speak to your superior
and explain to him/her what the practicum module is about. You may find that your employer
is quite happy to give you information to help you and willing to assist you in completing this
academic requirement. Alternatively, you may find that your employer is concerned about
competition and information disclosure and if this is the case you should give him/her the
IMM Graduate School’s ‘Commitment of Confidentiality Letter’, which is available on eLearn
and on your student portal.
If you are employed in a marketing function you should identify your champion as previously
discussed and talk to him/her; obtaining his/her support for this process will help you to be
successful in this module. In this instance your employer will become your host company. You
can then proceed to the report section of this study guide for further details on how to
complete this portion of the practicum.
Employed – for students employed outside of the marketing function
If you are currently employed but not working in a marketing function you may be concerned
that you will not be able to complete this module. Be assured that you can still complete the
marketing practicum as the marketing project options you need to choose from will allow you

to compile a strategy, and you can use this information when approaching your employer.
You will be able to observe and obtain information whether you are employed within the
marketing function or not. You should be able to compile one, based on information you
collect. Remember that you will not be measured on the implementation of your selected
project, but on your ability to document, reflect, theoretically assess, motivate and even go
on to propose a practical implementation.
In other words, you need to show that you can observe, report and document and later, that
you can analyse, reflect and substantiate recommendations using theory and introspection
Lastly, you need to show that you can see the bigger picture in terms of what would be
required to implement the plan (at the additional project stage).
If you are employed outside of the marketing function you may continue your daily duties as
before while liaising with your champion and other key internal staff and working on your
practicum reports in your own time. To do this, identify who your ‘champion’ might be from
within the management of the host company and approach him/her, discussing the
requirements for this module with him/her.
You may enlist the help of the Practicum Coordinator should the management of your host
company want more information on the module. Once you have secured permission to do
your practicum through your current employer, it becomes your host company, and you can
proceed to the report section of this study guide.
Unemployed
Whether you have opted to complete your studies before entering the labour market or
simply have been unable to secure employment, you will still be able to complete the
practicum.
As you will have realised in your previous studies, marketing is a vital part of the success of
any business and in any business sector, but not all companies are able to employ full-time
staff for the marketing function. This is particularly true of SMME businesses. You will need
to be creative and put ‘your ambassador for the profession of marketing’ cap on and approach
SMME’s in your area, offering to demonstrate to them the power and benefits of marketing
at no cost to themselves. Discuss the project options available to you through the practicum
with them and discuss the potential benefits for the potential host over the semester period.

A practicum is not a job, so you can explain to potential hosts that you are not seeking
employment but rather that you are offering them a service in return for assistance with
completing an academic task. You may enlist the help of the Practicum Coordinator should
they want more information on the module.
Once you have secured permission to do your practicum through the SMME, it becomes your
host company, and you can proceed to the report section of this study guide.
Other
In the (rare) event that you are employed at a host company that refuses to allow you to
proceed with your practicum while in its employ, you should follow option titled
’Unemployed’, and contact an SMME of your choice that you can work with in your own time.
Given that there is no specific amount of time that you need to be ‘at the host’ to complete
the practicum, you may complete the module while in consultation with an SMME and
without having to be physically present full time.
Once you have secured permission to do your practicum through the SMME it becomes your
host company, and you can proceed to the report section of this study guide.
Progress Check
You have now completed week one of the study plan. You should have selected your host
company as well as your practicum topic.
Time to do a progress check to determine whether you have gone through all the required
content, completed all the requirements.

Your Progress Checklist YES / NO?
Did you read through your study guide?
Did you understand what is required it terms of developing a practicum

report?
Have you selected a practicum topic?
Have you carefully considered who your host company is
At this point, you should be able to: know who your host company will be,
have a clear grasp as to why you selected this company, clearly understand
your topic and how this co-exists with the host company.
Are you ready to tackle the relevant sections of your assignment?

Week 2- 4 Time allocation: 75 hours
accessed / check
assistance
Read as much as you  Make sure you  Check activities Week 2 –

can on your topic understand the on eLearn 25 Hours
and your host structure of the  Consult Week 3 –
company report eLibrary 25 Hours
 Read as much as  Read the study
Week 4 –
you can about your guide
25 Hours
host company, the  Consult a wide
competitors etc. selection of
(annual reports and resources such
any documentation as marketing,
you may have branding and
obtained during strategic
your discussion with books, journals
your host) and articles.
 The above reading Other
is in preparation for resources
the work you need include
to complete in company
weeks 5 – 10 so documents,
make sure you do annual reports
the necessary and etc.
appropriate reading  Remember to
 Continue to engage continue with
with your host the completion
company of your
Reflective Logs
Key Concepts
 Clearly demonstrate your understanding of the practicum requirements, structure and

host company and practicum topic.

Structural outline of the report
Below is the structural outline for the practicum report, which should be used to compose
your strategy, based on the findings recorded in your reflective logs. This structural outline is
just a starting point for your strategy; you will need to identify models which can be used in
each section as a foundation for exploring the reality of the host company and the
recommendations you make.
STRUCTURAL OUTLINE FOR THE PRACTICUM REPORT MARK MARK

(Cover sheet will be automatically generated by eLearn) ALLOCATION ALLOCATION
SUBMISSION SUBMISSION
1 2
Forms part of both the first
1. Practicum Topic (select
and second submission /0 /1
from the four available
options)
2. Table of Contents /0 /0
and second submission

3. Table of Figures /0 /0
Forms part of the 2nd

4. Executive Summary /0 /4
submission

5. Internal Market Analysis /0 /10

6. External Market Analysis /0 /10

7. Situational Analysis /0 /10

8. Strategic Objectives /0 /5

9. Recommendations /0 /10
submission only

10. Action Plan /0 /10
submission only

11. Risk analysis and
/0 /10
submission only
contingency plans
12. Financial / Budgetary
/0 /10
submission only
Considerations
13. Ethical and or other
submission only /0 /5
dilemmas and
considerations
14. Appendices:
Appendix A: Reflective logs submission only. (You need to
Appendix B: Employer / host include only the reflective logs
evaluation (Appendix A) as part of your
Appendix C: Personal 1st submission and again in

/0 /15
assessment of job your 2nd submission
performance
Appendix D: Creative /
communication brief to
agency
Forms part of the 1st and 2nd

15. Reference List /0 /0
submissions
Each section in the above structural outline refers to study unit components already covered
in previous modules. Therefore, you will need to ensure that you review any past IMM
Graduate School modules and peruse the relevant textbooks or other information to ensure
that you have covered all aspects of each heading. You will need to use relevant sub-headings

to fully address each heading, remembering that you are compiling a strategy based on a
strategic auditing of the host company.
Therefore, use headings and sub-headings, populate and discuss relevant models and provide
theoretical and critical analysis of all these elements.
At this level of postgraduate studies, you are expected to have a full grasp of what the
elements are that comprise a marketing strategy and how these are broken down. Thus, you
are expected to break down the external and internal market analysis into the various
elements that comprise them and apply relevant theoretical models. All sections, the external
and internal market analysis, should be critically analysed using theoretical models as a
framework for discussion.
Below are some guidelines that will assist you in setting up your table of contents and your
table of figures:
1. Table of Contents - use the function in Microsoft Word to create this. This section gets
updated as you proceed with the document. Always remember to update this section as
you move forward with your report.
2. Table of Figures - use the function in Microsoft Word to create this. This section gets
updated as you proceed with the document. Always remember to update this section as
you move forward with your report.
Note:
The following article is a step-by-step guide on how to create a table of contents and table of
figures using Microsoft Word:
https://shaunakelly.com/word/numbering/tableofcontents.html
and
https://support.office.com/en-us/article/video-introduction-to-tables-of-contents-tocs-
0af555b1-fa51-4790-be03-53f022cc086a?ui=en-US&rs=en-US&ad=US

Progress Check
You have now completed week 2, 3 and 4 of the study plans. You should have selected your
host company as well as your practicum topic and you would have gathered all the necessary
information on your topic and your host company to commence with the actual development
and structuring of the project report. This section also outlined what the project report
structure should look like.
Did you understand what is required it terms of the practicum report

structure?
Are you sure you have exhausted your reading resources?

At this point, you should be able to: draft a project report, have a better grasp
of the host company and have a clear direction on what your next steps are
and a clear grasp of your topic and how it relates to your host company

accessed / assistance check
Commence and  Do an introduction to  Check activities Week 5 –

complete your internal this section – set the on eLearn 25 Hours
market analysis scene  Consult eLibrary
 Competitor  Read the study
assessment guide
 Understand the  Watch the
culture of the YouTube videos
company in this section
 What synergies are  Consult the two
there? textbooks
 What support and recommended in
primary activities do this study guide
the company do?  Remember to
 How is the company continue with
structured? the completion
 Understand what of your
makes them Reflective Logs
different?
 Include other relevant
models in this section
 Conclude this section
in your report
Key Concepts
 Complete a comprehensive internal market analysis

 Ensure that your internal market analysis includes the relevant business models and
 That there is context in terms of your practicum topic within the internal market analysis
 Develop a comprehensive list of strategic objectives that are S.M.A.R.T.
 Consider the various models at your disposal. Utilise these diligently and in the correct
sections.

Internal Market Analysis External Market Analysis Situational Analysis
• Culture • PESTLE • SWOT

• Market Segmentation
• Synergy • Porter’s Five Forces etc.
• Unique Selling Proposition
• Differentiation
• Competitive Assessments
• Porter’s Value Chain etc. • Porter’s Value Chain etc.
Internal Market Analysis
The internal conditions are many and varied depending on the organisation. However,
management has some strategic control over how these various internal conditions interact.
The achievement of synergy in this process drives competitive advantage. A value chain is a
common tool used to identify each composite part. It is a useful mind map for management

to fill in during the derivation of internal strengths and weakness. A value chain includes
support activities and primary activities, each with its own process components.
• Support Activities
◦ Company Infrastructure: the organisational structure, mission, hierarchy and

upper management
◦ Human Resource Management: the skills embedded in the organisation

through human resources
◦ Technology: the technological strengths and weaknesses (such as patents,

machinery, IT, etc.)
◦ Procurement: a measure of assets, inventory and sourcing
• Primary Activities
◦ Inbound logistics: deriving inputs for operational process
◦ Operations: running inputs through organisational operations
◦ Outbound logistics: shipping, warehousing and inventorying final products
◦ Marketing and sales: building a brand, selling products, and identifying retail
strategies and opportunities
◦ Service: following up with customers to ensure satisfaction, provide and fulfil

warranties, etc.
The following needs to form part of this section of your report
 Culture of the organisation
 Synergy
 Differentiation
 Any other analysis models.
From a marketing perspective, the internal perspective is of equal importance as all other
environments – specifically because the internal (micro environment) directly affects all
company operations and visa-versa.

The graph depicted below provides a clear picture on how the various environments fit
together.
(Wiid, 2016)
The reasons why it is critical to analyse the micro-environment are not just because it is
important for the sustainability of the business, but also because the organisation needs
to be effective in terms of how it markets its products / services to its customers. If, for
example, the internal resources are lacking the company would not be able to produce /
market its products to its customers effectively. Internal environment is all about people,
capital and equipment.
Various internal analysis can be done, some of which are explained below. Please use
relevant marketing strategy textbooks and the IMM Graduate School eLibrary platform to
learn more of other possible internal analyses available.

Resourced-based analysis:

Watch the following YouTube video to understand this analysis better:
https://www.youtube.com/watch?v=U-9BH5JrRzE (Resources to Capabilities to

Competencies, 2014)
Performance analysis can also be done – on financial performances as well as non-

financial performances. Another method that is used is PIMS – profit Impact of marketing
strategy. Please consult relevant marketing strategy textbooks for more on this. The PIMS
database is "a collection of statistically documented experiences drawn from thousands
of businesses, designed to help understand what kinds of strategies (e.g., quality, pricing,
vertical integration, innovation, advertising) work best in what kinds of business
environments. The data constitutes a key resource for such critical management tasks as
evaluating business performance, analysing new business opportunities, evaluating and
reality testing new strategies, and screening business portfolios."
The main function of PIMS is to highlight the relationship between a business's key
strategic decisions and its results. Analysed correctly, the data can help managers gain a
better understanding of their business environment, identify critical factors in improving
the position of their companies, and develop strategies that will enable them to create a
sustainable advantage. PIMS principles are taught in business schools, and the data is
widely used in academic research. As a result, PIMS has influenced business strategy in
companies around the world.
The balanced scorecard (BSC) is a strategic planning tool and management system that
organisations use to
 Communicate what they are trying to accomplish

 Align the day-to-day work that everyone is doing with strategy
 Prioritise projects, products, and services
 Measure and monitor progress towards strategic targets

The system connects the dots between big picture strategy elements such as mission (our
purpose), vision (what we aspire for), core values (what we believe in), strategic focus
areas (themes, results and/or goals) and the more operational elements such as
objectives (continuous improvement activities), measures (or key performance indicators,
or KPIs, which track strategic performance), targets (our desired level of performance),
and initiatives (projects that help you reach your targets) (Balanced Scorecard Institute,
2017).
(Jooste, 2013)
Value-chain analysis

(Porter, 1985)
Although the intention of Porter’s value chain is to measure the synergies amongst the
internal factors of an organisation the overall outcome is to enhance the performance of an
organisation.
Note: it is important that when you make use of models in your report they need to be
practically applied. In other words, theory only will not suffice. You need to
illustrate your understanding of the relevant model and how it relates to your
topic.

Th following is an example of how the value-chain can be used:
(SlideShare, 2015)
Watch this YouTube video on how this model can be applied in the service industry:
https://www.youtube.com/watch?v=OaJFJ4vxt2M (Value Chain Analysis Explained, 2014)
Progress Check
You have now completed week 5 of the study plan. You should have completed your internal
market analysis and compiled your strategic objectives.
Time to do a progress check to determine whether you have gone through all the
required content, completed all the requirements.

Did you understand what is required it terms of undertaking an internal market

analysis
Have you got a clear grasp of the internal functioning of the organisation? Do you
understand their culture and how they are structured? Etc.
At this point, you should be able to: finalise the internal market analysis section of
your assignment. You should have a thorough grasp and understanding of all
internal factors that influence your host company and their offerings, and you
should clearly understand which of these factors have direct influence and bearing
on your host company.

accessed / check
assistance
Commence and  Do an introduction  Check activities Week 6 –

complete your to this section on eLearn 25 Hours
external market  Competitor  Consult
analysis assessment eLibrary
 Market  Read the study
segmentation guide
 Define the USP of  Watch the
your host company YouTube
 Read as much as videos in this
you can about the section
relevant business  Consult the
models two textbooks
 Include other recommended
relevant models in in this section
this section of the  Remember to
project continue with
 Conclude this the completion
section in your of your
report Reflective Logs
Key Concepts
 Complete a comprehensive external market analysis

 Ensure that your external market analysis includes the relevant business models and
 That there is context in terms of your practicum topic within the external market
analysis
 Consider the various models at your disposal. Utilise these diligently and in the correct
sections.


• Differentiation
• Porter’s Value Chain etc. • Porter’s Value Chain etc.
External Market Analysis
An external market analysis can be defined as “the process of scanning and evaluating an
organisation's various external environmental sectors to determine positive and negative
trends that could impact organisational performance” (Coulter, 2005). A company's strategic
decisions can be influenced by several factors. The external environment is dynamic and is
prone to regular transformation and not controllable – thus difficult to monitor or to predict.
Changes that occur in the external environment happen over a period and many variables
may have an impact on the environment – thus management may not always be aware of a
major change taking place until it has happened. This also means that management have no
influence on these external changes – but they do need to be prepared and have contingency
plans in place to reduce the impact of any negative changes. It is critical that management
constantly analyse the external environment to ensure they are prepared for any changes or
opportunities that may arise. The following are several general strategic concerns. While
there are many other external considerations one could consider during the strategic planning
process, this list gives a good outline of what must be considered to minimise unexpected
threats or missed opportunities:
• Markets (customers): Demographic and socio-cultural considerations, such as who the

customers are and what they believe, are critical to capturing market share.
Understanding the needs and preferences of the markets is essential to providing
something that will have a demand

• Competition: Knowing who else is competing and how they are strategically poised is also
key to success. Consider the size, market share, branding strategy, quality and strategy of
all competitors to ensure a given organisation can feasibly enter the market.
• Technology: Technological trajectories are also highly relevant to success. Does the
manufacturing process of the product have new technologies which are more efficient?
Has a disruptive technology filled the need that was currently being filled?
• Supplier markets: Suppliers have great power as they control the necessary inputs to an
organisation's operational process. For example, smartphones require rare earth
materials; if these materials are increasingly scarce, the price points will rise.
• Labour markets: Acquiring key talent and satisfying employees (relative to the
competition) is critical to success. This requires an understanding of unions and labour laws
in regions of operation.
• The economy: Economic recessions and booms can change spending habits drastically,
though not always as one might expect. While most industries suffer during recession,
some industries thrive. It is important to know which economic factors opportunities are,
and which are threats.
• The regulatory environment: Environmental regulations, import/export tariffs, corporate
taxes, and other regulatory concerns can impose high costs on an organization. Integrating
this into a strategy ensures feasibility.
 The external market analysis will require you to include in this section the following:
o An Overview
o Market segmentation is the process of defining and subdividing a large homogenous

market into clearly identifiable segments having similar needs, wants or demand
characteristics. Its objective is to design a marketing mix that precisely matches the
expectations of customers in the targeted segment. Few companies are big enough
to supply the needs of an entire market; most must break down the total demand into
segments and choose those that the company is best equipped to handle.
Four basic factors that affect market segmentation are:

 clear identification of the segment,
 measurability of its effective size,
 its accessibility through promotional efforts, and
 its appropriateness to the policies and resources of the company.
The four-basic market segmentation-strategies are based on
 behavioural,
 demographic,
 psychographic, and
 geographical differences.
Watch the following YouTube video to gain a better understanding of

segmenting a market: https://www.youtube.com/watch?v=luEQUFWJ6oY (Market
Segmentation – Introduction, 2012)
 Competition and current competitive advantage of the business - competitor analysis has
several important roles in strategic planning
 To help management understand their competitive advantages/disadvantages relative to

competitors
 To generate understanding of competitors’ past, present (and most importantly) future

strategies
 To provide an informed basis to develop strategies to achieve competitive advantage in

the future
 To help forecast the returns that may be made from future investments (e.g. how will
competitors respond to a new product or pricing strategy?
 Various models could be used to assist you in the analysis of your competitor, i.e. Pestle

 Unique selling proposition (USP) of the business – a USP is defined as a real or perceived
benefit of a good or service that differentiates it from the competing brands and gives its
buyer a logical reason to prefer it over other brands. USP is often a critical component of
a promotional theme around which an advertising campaign is built. (Anon., 2017).

Watch the following YouTube video to gain a better understanding of defining a
unique selling proposition: https://www.youtube.com/watch?v=LYuk9aMWRQ8
(What’s Your USP? | #TomFerryShow Episode 44, 2015)
Any other appropriate analysis model such as PESTLE, etc.
Watch the following YouTube video to gain a better understanding of the PESTLE
analysis: https://www.youtube.com/watch?v=Gv5fza6wHE4 (PESTLE Analysis - The
Simplest explanation ever, 2017)
 For additional insights into various models you may want to consult the following
textbooks:

Van Assen, M., Van den Berg, G. & Pietersma, P. (2009) Key Management Models: The
60+ models every manager needs to know. 2nd ed. Prentice Hall Financial Times, and
Strong, H. (2014). Marketing and Management Models: A Guide to Understanding and

Using Business Models. Business Expert Press.
Progress Check
You have now completed week 6 of the study plan. You should have completed your external
market analysis.
Did you understand what is required it terms of undertaking an external market analysis

Have you carefully considered who the host company’s competitors are and how they
“shape up” in relation to your host company?
At this point, you should be able to: finalise the external analysis section of your assignment.
You should have a thorough grasp and understanding of all external factors that influence
your host company and their offerings, and you should clearly understand which of these
factors have direct influence and bearing on your host company.
Are you ready to tackle the relevant sections of your assignment that pertain to this section
of the assignment?

Week 7 - 8 Time allocation: 50 hours
accessed / check
assistance
Commence and  Do an introduction  Check activities Week 7 –

complete your to this section on eLearn 25 Hours
situation analysis  SWOT Analysis  Consult Week 8 –
AND develop your  Porters Five Forces eLibrary 25 Hours
strategic objectives Model  Read the study
 Read as much as guide
you can on these  Watch the
two models YouTube
 Include other videos in this
relevant models in section
this section of the  Consult the 2
project text books
 Develop your recommended
strategic objectives in this section.
 Conclude this  Remember to
section in your continue with
report the completion
of your
Reflective Logs
Key Concepts
 Complete a comprehensive situation analysis

 Ensure that your situation analysis includes the relevant business models and

Situational Analysis
The following three sections (Situational Analysis, External Market Analysis and Internal
Market Analysis) are important sections of your report. If you are thorough in terms of the
completion of these sections your recommendations will be insightful, strategically sound and
most important practical and implementable. In addition, your strategic objectives will be
derived from the insights you have gleaned in these three sections respectively.
Note: it is important that when you make use of models in your report they need to be
practically applied. In other words, theory only will not suffice. You need to
illustrate your understanding of the relevant model and how it relates to your
topic.
Some of the most well-known models are mentioned below and should be investigated
further. For additional insights into these models you may want to consult the following
textbooks:
Van Assen, M., Van den Berg, G. & Pietersma, P. (2009) Key Management
Models: The 60+ models every manager needs to know. 2nd ed. Prentice Hall Financial Times,
and
Strong, H. (2014). Marketing and Management Models: A Guide to Understanding and Using
Business Models. Business Expert Press.
 Consider the various models at your disposal. Utilise these diligently and in the
appropriate sections.


• Differentiation
• Porter’s Value Chain • Porter’s Value Chain etc.
etc.
A situational analysis (SA) takes place when an organisation needs to know what is happening
within its internal and external environments. In a situational analysis, the company will
commonly use a SWOT analysis and Porter’s Five Forces to examine the status of and trends
affecting its customers, competitors, suppliers, shareholders and other stakeholders in its
business. A SA is a process of systematic collection and evaluation of past and present
economic, political, social, and technological data as well as information on the company’s
inherent competitive advantage aimed at:
(1) identification of internal and external forces that may influence the organisation's
performance and choice of strategies, and
(2) assessment of the organisation's current and future strengths, weaknesses,

opportunities and threats.
Situational analysis is a critical look at the present state of a business for evaluating the
current product / services offered, the present market, and the challenges in the way of the
business' future. The analysis is important for strategic planning
Usually a SA includes a SWOT analysis and Porters Five Forces model, and other models are
also relevant.
 SWOT analysis - opportunities and threats can occur when things happen in the
external environment that may require a change within the business.

 These external changes can be attributed but not limited to market trends,
suppliers, partners, customers, competitors, new technology and economic
environment.
 Opportunities present themselves as attractive factors that can propel or

positively influence the organisation in some way.
 Threats are external factors that could place the organisation’s goal at risk. These
often are classified by their level of severity and probability of occurrence
Watch the following video for insights on how to conduct a SWOT analysis
https://www.youtube.com/watch?annotation_id=annotation_161788243&feature=i
v&src_vid=GNXYI10Po6A&v=I_6AVRGLXGA (How to Performa a SWOT Analysis, 2016)
Porters Five Forces model – watch the following YouTube videos for insights on how
to apply Porters Five Forces model https://www.youtube.com/watch?v=YoXlJqX5Qf0
(Porter’s Five Forces model – A Practical Example, 2017) or
https://www.youtube.com/watch?v=33XmkfbzwO8 (Michael Porters Five Forces
model, 2016)
Strategic Objectives
Strategic Objectives are defined as objectives that an organisation must achieve to make its
strategy succeed. Strategic objectives are, in general, externally focused and (according to
the management guru Peter Drucker) fall into eight major classifications: (1) Market standing:
desired share of the present and new markets; (2) Innovation: development of new goods
and services, and of skills and methods required to supply them; (3) Human resources:
selection and development of employees; (4) Financial resources: identification of the sources

of capital and their use; (5) Physical resources: equipment and facilities and their use; (6)
Productivity: efficient use of the resources relative to the output; (7) Social responsibility:
awareness and responsiveness to the effects on the wider community of the stakeholders; (8)
Profit requirements: achievement of measurable financial well-being and growth.
(Anon.,2017).
Some tips on setting marketing objectives (McDonald, 2017):
 Always start your planning from the base of your current offerings in your current
markets.
 Objectives must be quantified – thus words like ‘improve’, ‘increase’ and ‘reduce’ on
their own are not acceptable.
 Set long-term (three year) as well as short-term (one year) objectives.
 Most importantly: Objectives must be based on the SMART principles.

This section of your report will only be completed once you have finalised your Situation
Analysis, the External Market Analysis and the Internal Market Analysis.
Note: Your strategic objectives need to be S.M.A.R.T. (Specific, Measurable, Achievable,

Realistic and Timely) They need to be measurable. These are the objectives of
your strategy. They are the strategic objectives the company will be working
towards if it implements your recommendations. Take care not to write up the
current company’s strategy’s in this section of the report.
Progress Check
You have now completed weeks 7 and 8 of the study plan. You should have completed your
situation analysis.

Did you understand how to gather information and complete a situation

analysis?
Do you have a clear grasp of the various models you need to use in your
situation analysis?
At this point, you should be able to: gather and have done extensive reading
on your host company and practicum topic and have completed a situation
analysis.
Are you clear about your strategic objectives? And do you understand how to
construct relevant strategic objectives that are S.M.A.R.T.? In addition, you should
have a list of S.M.A.R.T. strategic objectives.

Week 9 - 10 Time allocation: 50 hours
accessed / check
assistance
Review your  Read each section  Check activities Week 9 –

assignment in of your assignment on eLearn 25 Hours
preparation for the in detail  Consult Week 10 –
first submission  Amend where eLibrary 25 Hours
required  Read the study
 Ensure your guide
assignment
complies with the
required
presentation
standards and
formatting
 Check your
grammar
 Remember to
include the relevant
addendums
 Hand your
assignment in on
time
Key Concepts
 Have a complete practicum report as it pertains to the requirements for the first
submission
 Submit the first submission of the practicum report timeously.

Progress Check
You have now completed weeks 9 and 10 of the study plan. You should have completed your
practicum report and should have reviewed and made any changes where required.
Have you finalised your first submission of the practicum report and reviewed the
report and made the necessary refinements?
Have you completed and included all the required appendices?
Have you ensured that your report structure and layout is in line with the
requirements?
Have you completed your first submission of the practicum report timeously and
ensured that it has been submitted on eLearn
Have you made sure your reference list is correct?
Resubmit final work for the first submission timeously.

Study Plan activity Activities completed Material used / Time / Progress

accessed / Week check
assistance
 Finalise your  Do an introduction  Check activities Week 11 –

recommendations to this section – set on eLearn 25 Hours
and your the scene  Consult
 Action Plan  Develop a set of eLibrary
recommendations  Read the study
based on your guide
findings  Investigate
 Link various
recommendations templates for
to the strategic Action Plans
objectives  Remember to
 Do an action plan continue with
that’s related to the completion
your of your
recommendations Reflective Logs
 Conclude this
section in your
report
Key Concepts
 Clearly demonstrate your capability to develop clear and concise recommendations that
support your strategic objective.
 Develop an action plan that is linked to your strategic objectives and supports your
recommendations.

Recommendations
Recommendations are the culmination of your analysis; the recommendations are what you
will be presenting as your proposed strategy moving forward. The recommendations need to
link back to your strategic objectives in that the recommended actions should enable the
achievement of the strategic objectives. The recommended actions should also be clear,
implementable and display logical conclusions. The recommendations section of any report
is important because it calls people to action based on the evidence that has been gathered
and analysed in the report. It needs to be actionable, specific and make sense as a solution
to the problems detailed in the report. Some readers will skip the report and turn directly to
the recommendations section, which represents the essence of the report’s work, so you
need to take special care with clarity and correctness.
What makes a good recommendation? Effective recommendations include:

 Describe a suggested course of action to be taken to solve a problem
 Are written as action statements without justification
 Are stated in clear, specific language
 Should be expressed in order of importance
 Are based on the case built up in the body of the report; are written in parallel structure
 If your recommendation is not linked to a specific individual (s) it is unlikely to be

adopted and executed – allocate responsibility to a specific individual
 The recommendations section should flow logically and directly from information in the
body of the report.
 Put recommendations in a numbered or bulleted list format.
 If action is imperative, list them in order of priority so that decision makers know which
items need attention first. If recommendations are of equal importance, list them in the
same order that they occurred in the body of the report.
 Categorise the list, if it is long and items within it fall into logical groupings. For example,
one part of the list might need action from educators and another part by

administrators. You could divide the list into two categories, depending on who should
perform each action.
 Write one-sentence recommendations, starting with actionable verbs and using concise
language.
NOTE: Your recommendations need to include a justification. Your justification of each

recommendation presented does not need to be lengthy. This will ensure that you
have given thought to each recommendation and how it relates back to all the
relevant sections of your report.
Action Plan
An action plan is a planned series of actions, tasks or steps designed to achieve an objective
or goal. A sequence of steps that must be taken, or activities that must be performed well,
for a strategy to succeed.
An action plan has three major elements:
o Specific tasks: what will be done and by whom.

o Time horizon: when will it be done.
o Resource allocation: what specific funds are available for specific activities.
o Your action plan should be presented in a tabular format, which includes information
such as who will do what by when. Implementation timeline and resource allocation.
The action plan should clearly link to your recommendations, a cluster of actions for
each one of the recommendations. Your time frame can be weeks or months.

Progress Check
You have now completed week 11 of the study plan. You should have finalised your
recommendations and your action plan.

Did you understand what is required it terms of developing clear recommendations?
Have you selected the relevant format for your action plans?
Do your action plans support your recommendations?
At this point, you should be able to: clearly outline what the key recommendations
are and develop an action plan that supports your recommendations.

accessed / check
assistance
 Complete the  Do an introduction  Check activities Week 12 –

Risk Analysis to this section – set on eLearn 25 Hours
 And Contingency the scene  Consult
Plan  Understand what eLibrary
risks are at play  Read the study
 Discuss these risks guide
with the host  Study the
company model in this
 Provide proof of section
these risks  Remember to
 Clearly indicate per continue with
risk what the the completion
contingency plan is of your
 Conclude this Reflective Logs
section in your
report
Key Concepts
 Clearly demonstrate what the risks are – risk analysis

 And propose relevant contingency plans to alleviate the risks and protect the
organisations reputation.

Risk analysis and contingency plans
In this section you need to present all associated risks and your contingency plans if any of the
risks eventuate. The risk management process starts by generating a list of all the possible
risks that could affect the project. During the planning phase the project manager pulls a risk
management team together consisting of core team members and other relevant
stakeholders. The team uses brainstorming and other problem identifying techniques to
identify potential problems, keeping an open mind and generate as many probable risks as
possible
Example - 1st Risk
• Risk Event: It is very likely that the resources catered for are inadequate, the plan was
highly optimistic, and the resources were very poorly allocated.
• Assessment Likelihood: There is a very high possibility that the plan, budget and
resources were highly optimistic.
• Severity of the Impact: This is very likely to happen often. The impact could be low to
moderate (time and budget) all recommendations and activities have this problem.

Example - 2nd Risk
• Risk Event: The increase in market share or share of sales failed to materialise.
• Assessment Likelihood: this will cause devastating results and losses for the
organisation
• Severity of the Impact: the likelihood of this happening is quite high.
Contingency Planning
What Is Contingency Planning?
Contingency planning is developing responses in advance for various situations that might
impact business. Although negative events probably come to mind first, a good contingency
plan should also address positive events that might disrupt operations - such as a very large
order.
The Importance of Contingency Planning
Every business has the possibility of a situation that adversely impacts operations. If the
response to the situation is poor, it might have a dramatic impact on the future of the
business, such as loss of customers, loss of data, or even the loss of the business.
A good contingency plan should include any event that might disrupt operations. Here are
some specific areas to include in the plan:
 Natural disasters, such as hurricanes, fires, and earthquakes

 Crises, such as threatening employees or customers, on-the-job injuries, and worksite
accidents
 Personnel, such as death of a senior manager, or union members going on strike
 Data loss, such as loss due to natural disasters, sabotage, or other criminal action (such
as an attack on a website)
 Mismanagement, such as theft, neglect of critical duties, or accidental destruction

 Product issues, such as a huge order that requires reallocation of plant resources, or
a product recall
The following article is an insight read

https://www.pharmaceuticalonline.com/doc/contingency-plans-an-essential-quality-
management-system-risk-tool-0001
The following video will outline in more detail what a contingency plan is and
outline why contingency plans are important.
https://study.com/academy/lesson/what-is-contingency-planning-in-business-
definition-example-importance.html

Progress Check
You have now completed week 12 of the study plan. You should have completed risk analysis
and contingency plans.
Did you understand what is required it terms of developing the related risks?
Did you provide contingency plans per risk?
Have you indicated what the probability is of the risk occurring and what the impact
thereof will be?
At this point, you should be able to: clearly identify risks and provide clear and
concise contingency plans.

accessed / check
assistance
Amend your report  Feedback from your  Check activities Week 13 –

first submission on eLearn 25 Hours
needs to be read  Consult
and understood. eLibrary
 Make changes to  Read the study
your assignment guide
and continue with
the study plan.
Key Concepts
After completing this study unit, you should be able to amend your report based on the
feedback received on your fist submission.
Progress Check
You have now completed week 13 of the study plan. You should have updated your
assignment after receiving feedback from the IMM Graduate School on your first submission

Have you taken all the input received from the IMM Graduate School and amended
your assignment?
Have you read the presentation requirements for your assignment?
Do you understand how to compile a reference list and do in-text citation?

accessed / check
assistance
Compile the budget  Do an introduction  Check activities Week 14 –

and ethical to this section – set on eLearn 25 Hours
dilemmas and the scene  Consult
considerations  Propose a realistic eLibrary
budget in a  Read the study
structured format guide
 Contextualise the  Remember to
budget i.e. what is continue with
the % increase on the completion
last year and why of your
 Allocate each Reflective Logs
budget item to an
action plan, indicate
when the budget
will be spent etc
 Identify dilemmas
related to your
topic
 Indicate how the
host company
should manage
these as part of
these in context of
their reputation
 Conclude this
section in your
report
Key Concepts
 Develop a budget that supports the strategic objectives, the recommendations and the
action plans.
 Illustrate your understanding of what ethical dilemmas and considerations are relevant to
your host company and practicum topic.

Financial / Budgetary Considerations
Developing a solid budget is an important part of creating a plan of action that is realistic and
will help improve revenues. Marketing budgets ensure that your marketing plan or campaign
is realistically costed. Some pre-budget research into your industry and market, your
competitors and your business’s historical marketing metrics helps marketing managers make
a more informed calculation. You should cost out all general marketing and marketing
communications expenses. Ensure you are budgeting for all the above recommendations.
Understand the difference between operating expenses and capital expenses. Make sure
your budget is realistic and reflects your recommendations and your action plan. Also ensure
your budget allocation is appropriate in terms of the set timelines (refer your action plan).
Specify what marketing tools and strategies you’ll use to get your message to your market.
Determine whether you’ll use print, media, Internet, appearances, social media marketing or
all the aforementioned. Motivate your decisions based on all the information you’ve
examined earlier in the report. At a minimum, your budget presentation should include the
following:
 Start with a statement reminding the audience what the purpose and role of the
budget is
 Provide your detailed budget in spreadsheet. For each revenue and expenditure,
show
 Current Budget
 Current Year’s Projected (or Actual, if the entire year’s transactions are
already known) revenue and expenses.
 Next Year’s Budget (the one you’re submitting for funding)
 Then, include columns indicting the rand value (any currency is relevant and
is dependent on the country and company your topic is related to) and what
the change in % is. There is some variation in how this is done, but it is
recommended that you compare Next Year’s Budget to Current Year’s
Projected, as this is more current than the budget created a year ago.
 Indicate when this budget will be spent
 You can even link a budget amount to a specific action

The following video will give you a broad idea on how to structure a marketing
budget https://www.youtube.com/watch?v=CJpwv-GoBwA
Present the budget in a tabular format – refer example below (select a format that
suits your style)
The following article provides you with insight into a few marketing budget
formats. https://www.smartsheet.com/12-free-marketing-budget-templates

Ethical and or other dilemmas and considerations
Ethical standards for business are important, particularly in the age of the Internet where
information is accessible to anyone and may remain online indefinitely. False advertising is a
familiar issue, and most business people are aware of the risk of exaggerated product claims,
but the main implication is that because of the advertising “watchdogs,” companies indulging
in this practice may be caught and punished. Other issues with ethical implications are not as
clear-cut, and the consequences -- especially for the consumer -- may be serious
Ensure the proposed strategy benefits all stakeholders, is environmentally safe, does not
negate Corporate Social Responsibility. Ethics is made up of norms or standards of behaviour
that guide moral choices about our behaviour and our relationships with others. Ethics is
concerned with the development of moral standards by which actions and situations can be
determined. It concentrates on those actions that may result in actual or potential harm of
some kind to an individual, group, or organisation. Certain actions may be legal but not
ethical.
For purposes of illustration the following ethical dilemmas may occur in terms of:
Example 1 - Research Ethical Issues:
Sampling:
 Drawing a non-random sample and pretending it is. The outcome/results are not
a representative of the population.
 Strict controls should be built to check that they are sticking to the procedure.
 Selection of individuals/areas - where they can cheat - to avoid this problem you
can insist that you are allowed to conduct random site visits. The above can be
controlled by only hiring reputable companies

Example 2 – Social Media:
 Social media posts must not be projected or seen to mean more than what they
are supposed to.
 The organisation’s offering must be explained clearly, so there is no

misunderstanding of the message on social media.
 The message must not be misleading and the same applies to traditional
marketing.
Progress Check
You have now completed week 14 of the study plan. You should have compiled a realistic
and relevant budget as well as a comprehensive list of ethical dilemmas and considerations.

Did you understand what is required it terms of developing an appropriate budget?
Have you selected a budget template, and do you understand how to apply it?
Is your budget realistic and in line with your recommendations?
Have you included time lines to the budget-
Did you contextualise your budget recommendations in terms of last year’s spend?
Have you identified any ethical dilemmas? And have you clearly outlined what these
are and how they should be managed?

accessed / check
assistance
Finalise  Ensure you have  Check activities Week 15 –

 The appendices completed all the on eLearn 25 Hours
and required  Consult
 The executive appendices eLibrary
Summary appropriately  Read the study
 Prepare an guide
appropriate 
executive summary
Key Concepts
 Formulate a relevant executive summary and

 Finalise your appendices including the development of a creative / communication brief.
Executive Summary
An executive summary is a comprehensive synopsis of a business plan or an investment
proposal, which highlights its key points and is generally adapted for the external audience
(Anon., 2017). It’s a summary of the entire document, this is the section the ‘Executives’ of
the company will read. It needs to present a high-level view of your proposed strategy. The
general rule with an executive summary is to include at least one paragraph per section of
the report.
This section will only be completed at the very end of your report once you have finalised all
other sections.

Appendices
The following appendices need to form part of your report structure:
• Reflective logs
• Employer / host evaluation
• Personal assessment of job performance
• Creative / communication brief
NOTE: The reflective logs, Employer / Host Evaluation, Personal assessment of job
performance counts 5 out of the 15 marks allocated to the appendices section of
the report. The Creative/Communication brief accounts for 10 of the 15 marks
allocated to the appendices section of the report.

Appendix A: Reflective logs
The practicum report is all about presenting a strategy based on a review of marketing within
the host company. It will require you to be observant and to make notes on what you observe
(in your reflective logs) as you seek to understand the reality, challenges and opportunities of
your host company within its industry setting. It should be a very positive approach, in that
you will not be trying to find fault with the organisation but rather just the opposite. You will
be identifying what is being done from a marketing perspective, how it is being done and by
whom it is being done in order to build a strategy. The reflective logs will assist you in this
process as in these logs you will record what you have observed, as well as incidents, activities
or processes around those events. Your reflective logs should therefore be comprehensive as
they will reflect continual reference to them over a period of months.
Your reflective logs are your personal way of recording your observations and you will
therefore log activities/observations/interactions as well as your personal introspection and
the theoretical elements that may lie beneath or impact on such introspection. Reflective logs
should be kept daily/weekly and sent to your mentor to review.

Refer to the reflective log template below
Reflective logs
Date: Interaction/Action/Activity
D/M/Y e.g. What took place, what was discussed, what was uncovered
Introspection
Consider and then document: What were your thoughts? / What do you think
could/should be done differently and why? /What is the importance of this
interaction/action/activity from a strategic perspective?
Theoretical analysis
Consider and document any theory that is relevant to or may be underpinning this
interaction/action/activity. Discuss why it is relevant and what its importance might be
(remember to reference correctly).

Appendix B: Employer / host evaluation
The employer evaluation is essentially a letter of reference written by your champion in the
host company.
It should:
 be written on a host company letterhead
 be signed by the supervisor or marketing incumbent of the host company,
 specify the project/s you have been involved in,
 consider how you have represented the discipline of marketing, shared marketing theory
or marketing insights which the host company has or can benefit from,
 consider areas of growth which you can still apply to yourself to succeed as a marketing
professional.
Appendix C: Personal Assessment
This should be a personal growth exercise written in essay format and submitted as an
appendix, in which you address the following questions and issues:
 To what extent have you learned new disciplines for learning and managing time?
 To what extent has this module helped you to practically apply theoretical knowledge?
 How have your career goals been reinforced, or have you changed your perspective, i.e.
have you altered your original goals?
 What new skills have you acquired and what present skills have been reinforced?
(Consider the full range of skills: leadership, technical, communication, artistic, social,
political and others.)
 What specific techniques have been learned from the module completed which will
improve your personal skills?

 How has participation in this module so far improved your ability to be a successful
manager or marketer?
Appendix D: Creative / Communication brief to agency
Writing an integrated marketing communications plan involves bringing all the different parts
of a marketing plan together into a document that can be used as a guide during the
implementation of the plan. As a key part of brand building, an integrated marketing
communications plan encompasses all parts of a marketing campaign, from the product's
background and description of the target market to print advertising and online promotions
and should offer a well-researched and effective method to get your message about your
product or service to your target market at the most effective time and place.
The implementation plans you have designed will no doubt require external resources, and
given the costs involved most companies do not employ the full-time services of advertising
specialists or website designers. There are many agencies out there from communications
agencies to advertising to IT that will impact on the way you implement marketing on behalf
of an employer or for your own company. It is important to learn how to relay the message
to them concerning what outputs you expect, and to do so you will need to give them a clear
indication of the issues at hand, why the project is important and exactly how you would like
them to proceed.
A creative / communication brief which is, as the name suggests, a document given to an
advertising or communications agency which contains information on a campaign or activity
to be launched or undertaken by the agency.
It should include all the information the agency will need to meet the specific requirements
of your campaign or action whether you want an agency to design your website, launch your
product, compose the advert you require, or otherwise.
Go through your report and identify possible actions or campaigns for which you would
require the assistance of an external service provider; this could be an advertising agency, a
communications agency, or even an IT company, depending on the practicum topic that you
have developed. Then consider what you would need to tell them or give them to enable
them to successfully carry out the campaign or action you have chosen. Your campaign or

action may be targeted at developing brand loyalty, selling a product, repositioning the
company, promoting a new service, or any other of your choice if it stems from the
implementation strategy you have crafted.
Remember that for a campaign or action to be successful, you will need to ensure that the
external agency is fully briefed on all your requirements. Start then by revisiting your report
and consider the implementation plan that you designed around the strategy that you
developed; then select an aspect of the strategy that you would like to target for action by an
external agency and the type of agency that you will need to approach. This does not have to
be an actual agency and you do not need to contact an agency to carry out the brief. It is a
practice exercise in which you will need to demonstrate your ability to understand and
communicate the practical requirements of a campaign or action alongside an external
agency.
Now that you have selected a campaign or action that you would like to focus on (from the
implementation plan you have designed) you will need to understand what a communication
or creative brief is, what it looks like, what it contains. This will require that you look outside
the textbooks and into the world around you. There are many examples and explanations
available online; below is a list of a few websites that you can use as a starting point for your
journey of discovery:
Online resources for Creative/Communication Briefs

Reference Name URL
Brand Brand Infection – http://www.brandinfection.com/2009/07/26/how-to-write-a-

Infection, How to write a communications-brief-template-download/
(2009) Communications
Brief
Nader, Integrated Brand https://www.canneslions.com/resources/downloads/Young%2

(2012) Communications 0Lions%20Marketers/2011/Briefs/Vietnam-Final-Brief.pdf
Brief

Burns, Forbes/ CMO http://www.forbes.com/sites/willburns/2012/08/08/the-
(2012) Network; The creative-brief-and-the-clients-role-in-it/
Creative Brief and
the client’s role in it
Margulies, What are you http://adage.com/article/small-agency-diary/creative-briefs-

(2009) packing into your simple/136711/
(Creative) Briefs
Recommended structural outline for Creative/Communication Brief
You may use the following outline provided as a guide. Remember that you will need to
explain why you have selected this approach as part of this brief. You may adapt and change
headings as you deem necessary.

Progress Check
You have now completed week 15 of the study plan. You should have completed all your
Appendices and your executive summary.
Have you compiled a suitable executive summary?

accessed / check
assistance
Review your  Read each section  Check activities Week 16 –

assignment of your assignment on eLearn 25 Hours
in detail  Consult
 Amend where eLibrary
required  Read the study
 Ensure your guide
assignment
complies with the
required
presentation
standards and
formatting
 Check your
grammar
 Hand your
assignment in on
time
Key Concepts
 Have a complete practicum report that complies with all requirements.

 Submit the practicum report timeously.

Progress Check
You have now completed week 16 of the study plan. You should have completed your
practicum report and should have reviewed and made any changes where required.
Have you finalised your practicum report and reviewed the report and made the
necessary refinements?
Have you ensured that your report structure and layout is in line with the
requirements?
Have you completed your practicum report timeously and ensured that it has been
submitted on eLearn
Have you made sure your reference list is correct?
Check the similarity report generated by Turnitin after submission to eLearn and
adjust where required.
Resubmit final work timeously.

Glossary of Terms
Creative Brief: A document given to an advertising or communications agency

which contains information on a campaign or activity to be
launched or undertaken by the agency.
Market Segmentation: Is the process of defining and subdividing a large homogenous

market into clearly identifiable segments having similar, needs,
wants or demand characteristics.
Marketing Practicum: A marketing practicum is a graduate level course, often in a

specialised field of study, which is designed to give students
practical application or concurrently studied theory.
Risk Analysis: Is the review of the risks associated with an event or action. It
is applied to projects, information technology, security issues
and any action where risks may be analysed on a quantitative
and qualitative basis. Risk analysis is a component of risk
management.
Situation Analysis: Refers to a collection of methods that managers use to analyse

an organisation's internal and external environment to
understand the organization's capabilities, customers, and
business environment.
Strategic Objectives: Objectives that an organisation must achieve to make its

strategy succeed. They are generally externally focused and
quantifiable.

Addendum A
IMM Graduate School’s Harvard Referencing Guidelines
Read the Guidelines here.
IMM Graduate School’s Action Verbs (Bloom’s Taxonomy)
Read the Action Verbs here
IMM Graduate School’s guideline for Presentation Marks for

projects
Read the Presentation Marks for projects

Reference list
Berry, A. (2016). 4 Benefits of Internal Brand Communications - rbl Brand Agency. [online] rbl
Brand Agency. Available at: https://www.rbl-brandagency.com/4-benefits-internal-branding/
[Accessed 5 Apr. 2018].
Cross, A. (2018). Key elements of a strong brand. Do you have all 5?. [online] Podcasting,
Brand and Communications Strategist for Service-Based Business. Available at:
https://www.annemariecross.com/key-elements-of-a-strong-brand-do-you-have-all-5/
[Accessed 1 Apr. 2018].
Danna, R. (2018). Forbes Welcome. [online] Forbes.com. Available at:

https://www.forbes.com/sites/forbescommunicationscouncil/2017/12/22/how-emotional-
connections-create-champions-for-your-brand/#1a1d591b15a8 [Accessed 2 Apr. 2018].
Fathian S, Slambolchi A, Hamidi K (2015) The Relationship between Elements of Marketing

Mix and Brand Equity. Arabian J Bus Manag Review 5:173.
Jaglois, M. (2015). Brand Communication Strategy Development | Confluence Digital. [online]

Confluence Digital. Available at: http://www.confluencedigital.com/blog/developing-a-
brand-communication-strategy/ [Accessed 5 Apr. 2018].
Joseph, J. (2018). Is There a Difference Between a Product and a Brand?. [online]

Entrepreneur. Available at: https://www.entrepreneur.com/article/245569 [Accessed 2 Apr.
2018].
Bhat, S. (2018). The Importance of Brand Management. [online] Linkedin. Available at:
https://www.linkedin.com/pulse/importance-brand-management-sanjay-bhat [Accessed 2
Apr. 2018].
Marketing Advice : How to Develop a Marketing Plan Budget (2008). [online] Available at:
https://www.youtube.com/watch?v=CJpwv-GoBwA [Accessed 2 Apr. 2018].

Pharmaceutical Online (2017). Contingency Plans: An Essential Quality Management System
Risk Tool. [online] Available at: https://www.pharmaceuticalonline.com/doc/contingency-
plans-an-essential-quality-management-system-risk-tool-0001. [Accessed 2 Apr. 2018].
Smartsheet. 12 Free Marketing budget templates. [online] Available at:

https://www.smartsheet.com/12-free-marketing-budget-templates [Accessed 2 Apr. 2018
Somma, M. (2018). 8 Pillars For Building Trusted Brands | Branding Strategy Insider. [online]
Branding Strategy Insider. Available at:
https://www.brandingstrategyinsider.com/2017/07/8-pillars-for-building-trusted-
brands.html#.WsEr3IhubIU [Accessed 1 Apr. 2018].
Upfront Analytics. (2018). What is Customer-Based Brand Equity? - Upfront Analytics. [online]
Available at: http://upfrontanalytics.com/what-is-customer-based-brand-equity-and-why-
should-you-care/ [Accessed 2 Apr. 2018].
What Is Contingency Planning in Business? - Definition, Example & Importance. [online]

Available at: https://study.com/academy/lesson/what-is-contingency-planning-in-business-
definition-example-importance.html [Accessed 2 Apr. 2018].

Copyright 2018
In terms of the Copyright Act 98 of 1978, no part of this study material may be reproduced,
be stored in retrieval system, be transmitted or used in any form or be published,
redistributed or screened by any means (electronic, mechanical, photocopying, recording or
otherwise) without the written permission of the IMM Graduate School. However,
permission to use any material in this work that was derived from other sources must be
obtained from the original sources.

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Study Guide

Applied Marketing Project

 Postgraduate Diploma in Marketing Management

Notional Hours: 400

©IMM Graduate School Study Guide (AMP401P) Page 1 of 134

Published by IMM Graduate School © Copyright Reserved

January 2019 Revised Edition

©IMM Graduate School Study Guide (AMP401P) Page 2 of 134

ICONS EXPLAINED ___________________________________________________________ 6

GENERAL INFORMATION _____________________________________________________ 7

Word of Welcome _________________________________________________________ 7

Programme Structure – Postgraduate Diploma in Marketing Management ___________ 12

Programme Overview – Post Graduate Diploma in Marketing Management __________ 13

Programme Purpose ________________________________________________________ 13

Programme Outcomes ______________________________________________________ 14

Module – Applied Marketing Project (AMP401P) _______________________________ 16

Module Purpose ___________________________________________________________ 16

Module Outcomes _________________________________________________________ 16

Study tips ______________________________________________________________ 17

Assessments explained ____________________________________________________ 18

Tips for achieving good marks in your assessments ______________________________ 22

Academic Ethics _________________________________________________________ 24

Understanding referencing and In-text citation _________________________________ 25

Planning your Applied Marketing Project ______________________________________ 26

Study Plan – Applied Marketing Project (AMP401P) _____________________________ 27

Learning Process _________________________________________________________ 29

Student Support at your finger tips __________________________________________ 30

©IMM Graduate School Study Guide (AMP401P) Page 3 of 134

WHAT YOU NEED TO DELIVER ________________________________________________ 34

The way forward _________________________________________________________ 38

Practicum report layout ___________________________________________________ 39

Practicum report success factors ____________________________________________ 40

Mastering the practicum report _____________________________________________ 40

Study Plan ______________________________________________________________ 43

Key Concepts ______________________________________________________________ 60

Progress Check __________________________________________________________ 72

Strategic Objectives ______________________________________________________ 93

Key Concepts ____________________________________________________________ 97

Progress Check __________________________________________________________ 98

Key Concepts ____________________________________________________________ 99

Recommendations ______________________________________________________ 100

Action Plan ____________________________________________________________ 101

Week 12 ________________________________________________________________ 104

©IMM Graduate School Study Guide (AMP401P) Page 4 of 134

What Is Contingency Planning? ____________________________________________ 106

The Importance of Contingency Planning_____________________________________ 106

Week 13 ________________________________________________________________ 109

Key Concepts ___________________________________________________________ 109

Progress Check _________________________________________________________ 109

Week 14 ________________________________________________________________ 111

Key Concepts ___________________________________________________________ 111

Ethical and or other dilemmas and considerations _____________________________ 114

Week 15 ________________________________________________________________ 117

Key Concepts ___________________________________________________________ 117

Executive Summary______________________________________________________ 117

Progress Check _________________________________________________________ 127

Week 16 ________________________________________________________________ 128

Key Concepts ___________________________________________________________ 128

Progress Check _________________________________________________________ 129

Glossary of Terms _______________________________________________________ 130

Addendum A _____________________________________________________________ 131

Reference list ____________________________________________________________ 132

©IMM Graduate School Study Guide (AMP401P) Page 5 of 134