As part of your learning experience, you have access to past examination papers and case studies. Your tutor will use these in class to guide you through the technique and requirements for answering the assessment questions. This will be particularly useful before you tackle exams and when you are doing class revision. To access past papers please log in to your mycim account and click on student resources. To support your guided learning, we have provided you with access to senior examiners reports which are written for every unit after every assessment session. It is very important that you take responsibility for familiarising yourself with the comments made by the examiners for your subject. The same mistakes are made in every assessment session, so by reading through these reports, together with guidance from your tutor and practice in class, you should be in a good position to provide a relevant and information answer to the assessment questions.

Remember, as with all professional qualifications and unlike academic qualifications , cim qualifications are practical. The examiner is therefore looking at how you apply your knowledge to the real world and will not be looking at how much theory you know. Identify and describe some problems and challenges to marketing managers in relation to change and innovation. Critically discuss the links between strategic marketing management and the change environment with particular reference to levitt's 1960 seminal article marketing myopia.

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In the marketing context, change brought about by economic recession, disruptive technologies usage and privation can all affect the stability of market environment sirmon, hitt and ireland, 2007. Global economy is accelerating at a fast rate giving way to competitive risks and opportunities. Therefore, effective strategic planning is incumbent that could help marketers to survive and improve their company performance in turbulent environments ireland and hitt, 2005.

Strategic management involves the role played by managers to align business organization with changing environment. Mostly business organizations are being regulated on narrow vision, therefore in order to bring about change and innovation, the corporate vision of organization must be reexamined to define markets in a broader context. Our writers can help get your essay back on track, take a look at our services to learn more about how we can help. Essay writing service essay marking service place an order according to him the environmental change is not a major contributor in the problems faced by industries rather it is the constricted stance of their marketing managers or decision makers. It is basically the failure linked with the top management's inability to cope with the business beyond the narrow confines of conventional production procedures. False myths like prediction of an avid market share due to increase in population, absence of substitutes and total reliance on mass production lead to marketing myopia.

Approach of the marketers should be customer centric rather than product centric as levitt has rightfully given the example of henry ford, the founder of ford motors who adopted the strategy to lessen cost price of cars to attract more customers. Technology cannot always guarantee successful market outcomes therefore sometimes firms have to give away their personal profits to gain long term market survival. The strategic marketing management and its interaction with the firm's environment play a vital moderating role. As both components are regarded dynamic, it is less frequent that the firms succumb to the tendencies of marketing myopia.

Contrary to that if the marketing environment is static, myopic stance is inevitable and the firm will have to suffer the consequences. For avoiding myopia, a firm will have to adjust with the changing market demands lichtenthal, and iyer, 2003. Presentation1jj.bmp table: typology of firm environment links to deal with the change environment, firms can develop new strategies with the aid of mckinsey 7s model that have the tendency to foresee hard factors e.g. Systems, structure and soft factors like culture, education level of employees, shared values etc. Mckinsey 7s model software_business_productivity_barcode_software 31759 screenshot.gif shared values these concepts of strategic management refer to the ability of a business organization to provide the services being promised to potential clients. Both are interrelated but differ in their applicability in the marketing context. Competencies might be regarded as the skills possessed by a firm on which the marketing manager or retailer can make strategic decisions.

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These can be brought about by providing high level customer service or skills like utilization of modern technology by the marketing company. An example of competencies could be the crm initiatives of the real estate firm, barratt developments plc. Capabilities are reflected through the business organization's actual behavior encompassing the ability of the firm to expand its resource base in order to attain competitive advantage in the market. Every business organization possesses some core competencies that are required to be critically evaluated for proper market functioning in coming years. Therefore, managers of a business organization should start developing and planning strategies to achieve these competencies beforehand.

For example with the wide scale implementation of the e tailing concept, maintaining and designing of a website could be the competence that is deemed crucial for success among competitors sullivan and adcock, 2002, p. Skills can be bought in the retail sector yet the onset of developing skills is regarded a better option. Resources and skills for example the retail staff human resources should be honed into the capability for providing a service at a specific marketing level.

According to kotler 1997 for delivering satisfaction to the clients, a good marketing manager should be able to determine the needs for customer satisfaction and express them through organization's capabilities. By strategically investing in resources, development of capability and competencies should be planned by the marketing managers in relation to the marketing objectives set forth by the firm based on the knowledge of current business environment and strategies that are possible to execute. Although development of competencies and capabilities are sometimes difficult to control, managers must predict the future requirements by taking into account current needs sullivan and adcock, 2002, p. didnt do as well as youd hoped in your cim qualification exams? dont worry, the oxford college of marketing retakers package takes the hassle out of retakes. This is a great example of what the student learning system can give you whatever level or mode of study you are interested in.

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If you feel your exam technique let you down, why not attend one of our revision sessions for £75 per module + vat for a full day or £35 + vat for an evening. Having really good feedback about the help i offer on the exam questions. the way in which a structured exam answer is worked through with examples helps you to see how to pass your marketing exam. The stages of writing an exam answer shows you how to allocate and manage your time in the exam and to gain the best marks it would be really good if you could add a comment and let me know which marketing exam topics i should include. It maybe a general question about exam technique or a specific question you need help with.

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This will show you how to approach the question and then you can add the key points 26th november 2010 in the past we have provided past papers, examiners reports and specimen answers on the learning zone website for cim students. As our assessment strategy has changed for the new qualifications, where most assessment is by assignment, we no longer provide specimen answers as each assignment will be different. Over the past year, we have encouraged our senior examiners to write a more detailed report, providing further guidance for students. Examiners reports will continue to be available on the learning zone website for students. Additional guidance and feedback is provided to tutors at the uk face to face tutor training events and via a series of webinars, available for download from the tutor zone website. This is so that tutors have the opportunity to use these as a resource in class, especially for revision before an assessment is due. If tutors wish to distribute these past papers either in hard copy or by email, then they may do so.

As always, please ensure your students understand that our examiners will be looking for evidence of practical application rather than how much theory they know.

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