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Sample CIM PAPER

The document outlines instructions for a Strategic Marketing exam, including that it will be 3 hours and comprise 2 tasks. Task 1 involves a pre-prepared organization summary and marketing plan worth 40 marks. Task 2 is an exam worth 60 marks, and involves answering questions about implementing a marketing plan, using marketing intelligence, and monitoring performance.

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Irambu Kawira
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1K views

Sample CIM PAPER

The document outlines instructions for a Strategic Marketing exam, including that it will be 3 hours and comprise 2 tasks. Task 1 involves a pre-prepared organization summary and marketing plan worth 40 marks. Task 2 is an exam worth 60 marks, and involves answering questions about implementing a marketing plan, using marketing intelligence, and monitoring performance.

Uploaded by

Irambu Kawira
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 4

CIM Level 6 Diploma in Professional Marketing

Strategic Marketing (2200)

Time: 14:00 – 17:00

Date: 10 July 2018

Examination

The Strategic Marketing assessment comprises TWO compulsory tasks.

Task 1 is worth 40 marks – pre-prepared organisation summary and marketing plan.

Task 2 is worth 60 marks – examination.

The examination will be 3 hours in duration.

Total marks available – 100


Candidate guidance for examination:

• Answer all sub-tasks.


• The available marks are shown alongside each sub-task.
• Read all instructions and sub-tasks carefully before attempting them.
• You should retain a focus on the theme of the assessment, and ensure that your
answers support an improvement within this specific area of performance.
• Ensure each sub-task is clearly numbered.
• Using the treasury tag provided, attach your organisation summary (up to ONE side of
A4 paper) and marketing plan (up to EIGHT sides of A4 paper) to your answer book.

Please note that under no circumstances can more than ONE side of A4 paper for the
organisation summary and EIGHT sides of A4 paper for the marketing plan be taken into
the examination. It is the expectation of CIM that invigilators will remove any pages
exceeding this at the door to the examination room. Any pages over the allowance taken
into the examination will be deemed examination malpractice, with an outcome of
being declared null and void.

© The Chartered Institute of Marketing 2018


Strategic Marketing (2200) – July 2018

TASK 1 – PRE-PREPARED ORGANISATION SUMMARY AND MARKETING PLAN

You should refer to your pre-prepared Task 1 organisation summary and marketing plan,
where required, to answer some of the following sub-tasks.

Your Task 1 organisation summary and marketing plan are worth 40 of the overall marks
and must be submitted alongside your examination report.

Please note, this Strategic Marketing examination is based on the syllabus and not just on
your pre-prepared organisation summary and marketing plan.

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Strategic Marketing (2200) – July 2018

TASK 2 – EXAMINATION

The Senior Management Team in your organisation has reviewed your marketing plan and
has several questions, outlined below. You have been asked to write a report that answers
these questions, using your pre-prepared marketing plan to support and justify your
recommendations.

Required:

(a) Evaluate the potential challenges of successfully implementing data


protection and data security measures for your chosen organisation. (15 marks)

(b) Discuss how macro environmental forces can influence how an


organisation creates customer value through marketing intelligence,
using your chosen organisation as an example. (10 marks)

(c) Recommend and justify key performance indicators and associated


measurement tools that can be used to monitor the achievement of
your strategic marketing plan. (10 marks)

(d) Explain the changes to internal culture and resources that are
needed within your chosen organisation, to ensure your marketing
plan can be successfully implemented. (15 marks)

(e) Describe THREE significant benefits associated with the consistent


use of marketing intelligence data across the organisation. (10 marks)

(Total – 60 marks)

END OF EXAMINATION

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Strategic Marketing (2200) – July 2018

Moor Hall
Cookham
Maidenhead
Berkshire, SL6 9QH, UK
Telephone: 01628 427120
Facsimile: 01628 427399
Website: www.cim.co.uk

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