DIPLOMA IN MARKETING MANAGEMENT GUIDELINES WORK INTEGRATED LEARNING 3 (WIL301)

Transcription

1 DIPLOMA IN MARKETING MANAGEMENT GUIDELINES WORK INTEGRATED LEARNING 3 (WIL301) The copyright of all IMM Graduate School of Marketing material is held by the IMM GSM. No material may be reproduced without prior written permission from the IMM GSM. Compiled: May 2012 IMM GSM Page 1 of 18 WIL301

2 CONTENTS Page 1. GENERAL GUIDELINES 3 2. OBJECTIVES 4 3. REGISTRATION PROCESS 4 4. COURSE REQUIREMENTS 5 5. DUE DATES 9 6. COURSE POLICIES Final mark Grades 9 7. ESSENTIAL REPORTS 10 Annexure A: Work Integrated Learning - Proposal 11 Annexure B: Reports 12 IMM GSM Page 2 of 18 WIL301

3 1. GENERAL GUIDELINES The purpose of the work integrated learning experience is to enable marketing students registered with the IMM GSM to gain valuable work related experience within the marketing field, with particular reference to product marketing, branding and sales and marketing strategies. The specific emphasis is on niche community products or services. This module will require the student to review current information, reflect upon and experience niche products or services which are community specific, and involve him/her within these communities so as to understand the role of the individual marketing professional within these communities. The student should continuously consider current marketing and business theory, and how this theory can be used to reflect on and broaden the understanding of these niche products and services. The outcome will be to provide a critical assessment of what the strengths and weaknesses are of the current product marketing techniques and approaches. The student should then provide recommendations, supported by appropriate application of marketing theory and models as to how this product could better be marketed, by whom, etc. paying careful consideration to local markets and if appropriate, potentially international markets. It may be valuable to differentiate the market as 3 entities, i.e. South Africa, the rest of Africa and the global market beyond Africa. The Work Integrated Learning module is designed to complement the course work so that the student s practical experience (experiential learning) of marketing is enhanced. Experiential learning is a dynamic educational approach integrating classroom study with practical work experience and requires full student involvement. It is intended to contribute meaningfully to the student s overall preparation by providing him/her with an opportunity for practical application of skills and concepts learned on the course. Work Integrated Learning is a module which offers the student an individualised practical learning experience wherein the student can experience the reality of marketing and begin to experience the linkages between the theory and practice of IMM GSM Page 3 of 18 WIL301

4 marketing. The credit given in this module is for the learning achieved not the work experience itself. The process to be followed is: Enrolment, registration and payment of required fees Identification of a product or service within a specific community Submit a proposal (see Annexure A) to the WIL coordinator for approval. 2. OBJECTIVES Work integrated learning will offer the student the opportunity to: Gain practical experience of product or service marketing in a niche environment. Identify what is a community, and gain an understanding of the concept of communities, their purpose and their impact on marketing methodology. Gain a more complete understanding of various marketing theories in terms of their practical application to marketing. Develop the ability to analyse the product, channel management, distribution and other critical problems, and develop creative solutions to these. Experience personal growth, and develop a greater understanding of the concept of experiential learning. Develop personal insight into personal career goals. Develop and refine oral and written communication skills. 3. REGISTRATION PROCESS The student must register and pay for the Work Integrated Learning module (WIL) as per normal module enrolment at the IMM GSM National Office or any regional office. Note: The normal assessment fee is payable for this module. The closing date for Registration is 1 August IMM GSM Page 4 of 18 WIL301

5 The student must then contact the work integrated learning coordinator, and submit his/her work integrated learning proposal (refer to Annexure A) by 10 August 2012 which includes: Student name and IMM GSM student number Community identification Niche product/service description Commencement date. 4. COURSE REQUIREMENTS In order to successfully complete this module, each student must: Register and make payment for the Work Integrated Learning module. Registrations close on 1 August Contact the work integrated learning coordinator and submit a Work Integrated Learning Proposal (refer to Annexure A), by 10 August The Work Integrated Learning proposal should be submitted via to the work integrated learning coordinator at rabia@immgsm.ac.za. Complete the work integrated learning project within a community of his/her choice, whether this be his/her own, or one of particular interest to the student. Conduct an information gathering process on the history and demographics of the selected product/service and retain all information and product marketing related materials as raw data for report writing purposes. Such data can be referenced in the reports or added to a portfolio of evidence. Perform a product/service survey within the community which aims to understand the need, use, and purpose of the product or service and shed light upon adequate branding, and submit a interim product/service report based upon this research with the Midway Report (refer to Annexure B). The Product/Service Survey should be included as an addendum to both the Midway and Final Reports. Students are encouraged to visit stores, interview store managers or users of the niche product being evaluated. IMM GSM Page 5 of 18 WIL301

6 Students should design branding for this product including and not limited to posters, banners, product packaging, etc. Keep adequate Reflective Learning Logs, which should be included in the Midway and Final Reports for reference purposes. Submit a Midway Report half-way through the work integrated learning experience (refer to Annexure B: Reports) by no later than 28 September The Midway Report must be uploaded onto the website. Go to and click on the Uploads button. The password is jb007. Submit a Final Report (refer to Annexure B: Reports) no later than 1 November The Final Report must be uploaded onto the website. Go to and click on the Uploads button. The password is jb007. Communicate with the work integrated learning coordinator during the registration and work integrated learning period via . Information collation and research: The work integrated learning experience should begin on 24 August 2012, once the student has submitted Annexure A and this has been approved. The student should conduct a survey on the product or service so as to identify how it is being marketed within the community and include this in the Midway and Final Reports (refer to Annexure B: Reports) The survey serves to assist the student in understanding the community and the role of the product or service therein identified. The student may then begin to collate all pertinent data and information so as to build a portfolio of evidence which seeks to answer the following questions: a. Expand on the concept of community, its contribution to society and the impact which its culture has on the marketing of products or services. b. Why is this product or service community, culture, religion or interest group specific (i.e. why is it a niche market)? IMM GSM Page 6 of 18 WIL301

7 c. Who are the key players in the marketing/sales/service provision of this product or service? d. How has this product or service been positioned within the community, religion or interest group? I.e. identify the channels used for market development, positioning and market expansion. e. Expand upon the limitations or opportunities of marketing such a product or service. Does this product or service serve only a nationalbased market, or is it sold, or the service delivered on an international scale? f. Consider the branding strategies, market positioning, market targeting and expansion, advertising, and sales channels of this product or service on a national, African and international level. i. If it is a product or service available in any other country, how are the above processes observably different at an international level, compared with the national market s expansion strategies? ii. If it is a product or service available in any other country, what lessons can be learnt regarding the best approach to the above? What makes the international or national positioning of the product or service more effective than its counterpart? g. What are your recommendations for expanding this product outside the limitations of the community that it currently reaches? h. How is this product or service branded? Does it vary from provider/supplier to provider/supplier and if so, how? Does it differ from international to national providers/suppliers and if so, how? IMM GSM Page 7 of 18 WIL301

8 Reports: Having gained an understanding of all the marketing related factors related to the product/service identified, the student will present a Midway Report by 28 September 2012, and then a Final Report by 1 November Refer to Annexure B for further information on structural considerations for these reports. The basic structure for both the Midway and Final Reports is the same, and can be customised by the student to meet the needs of his/her particular product. The following should be included in the reports: 1. Outline of the community and product or service to be analysed. 2. Research collateral including product/service brochures, history, branding, etc. 3. Present a community-specific marketing strategy which seeks to either further market the existing product/service or introduce the product/service to a broader market. 4. Design a poster or brochure for the product/service which will be used in a go to market campaign. 5. Propose a packaging option for the product, taking into account key community values and traits as well as product specifics. 6. Present all relevant tables, flowcharts and relevant information which explain how the student arrived at the presented strategy and product/service poster or brochure. 7. The student may include flow charts, tables and/or diagrams as required. These should track the various aspects of the product s history, marketing methodology, challenges and opportunities. Creativity is encouraged, as well as the addition of any supporting evidence which the student feels may enhance the presentation. 8. There is no maximum word count for either the Midway or Final Reports so that the student may be encouraged to reflect on his/her process of learning and draw upon relevant theory to explain and detail his/her findings. IMM GSM Page 8 of 18 WIL301

9 5. DUE DATES Students need to adhere to the following dates: Activity Date Registration closing date 1 August 2012 Proposal 10 August 2012 Work Integrated Learning commences 24 August 2012 Reflective Learning Logs For personal use and submission within the Midway and Final Reports, these should be regularly kept so that the student may record activities and situations as they arise. Midway Report 28 September 2012 Final Report 1 November COURSE POLICIES All reports must be uploaded on Click on the upload button to submit, using the following password: jb007. Students are required to refer to the IMM GSM Plagiarism and Referencing Guide. a) Final mark The final mark will be determined after submitting a Final Report. b) Grades Grades will be determined by the following weights: Midway Report 30% Final Report 50% Product brochure & branding/packaging design 20% IMM GSM Page 9 of 18 WIL301

10 7. ESSENTIAL REPORTS: Annexure A: Annexure B: Work Integrated Learning Proposal Reports (including Reflective Learning Log) IMM GSM Page 10 of 18 WIL301

11 Annexure A: Work Integrated Learning - Proposal Student name:... IMM GSM student number:... Product/service identified:... Community/culture/special interests group:... Proposed commencement date:... You are also required to include the following in the proposal: Information on the community you have selected, for example location and demographics as understood at proposal stage:.. Explain why you view this product/service as a niche product... Outline what you think you will find (any preconceptions) regarding the product/service you have identified and its marketing within the community you have chosen... IMM GSM Page 11 of 18 WIL301

12 Annexure B: Reports The following guidelines apply to the Final Report: All pages must be computer generated and submitted on A4 paper. All pages should be consecutively numbered and the report should contain a table of contents. All sections and sub-sections should be clearly marked with headings. All supporting material should be placed in an appendix. These appendices must be clearly labelled and the information in each appendix should be referenced within the body of the Final Report. A bibliography should be included, listing all information sources consulted, including individuals with whom you have spoken on work integrated learning. The student should remind him/herself that the reports seek to answer the basic fundamental questions: Expand on the concept of community, its contribution to society and the impact which its culture has on the marketing of products or services. Expand on the concept of niche product why is this product or service community, culture, religion or interest group specific (niche)? Who are the key players in the marketing/sales/service provision of this product or service? How has this product or service been positioned within the community, religion or interest group? I.e. identify the channels used for market development, positioning and market expansion. Expand upon the limitations or opportunities of marketing such a product or service. Does this product or service serve only a national-based market, or is it sold, or the service delivered on an international scale? IMM GSM Page 12 of 18 WIL301

13 Consider the branding strategies, market positioning, market targeting and expansion, advertising, and sales channels of this product or service on a national and international level. If it is a product or service available in any other country, how are the above processes observably different at an international level, compared with the national market s expansion strategies? If it is a product or service available in any other country, what lessons can be learnt regarding the best approach to the above. What makes the international or national positioning of the product or service more effective than its counterpart? What are your recommendations for expanding this product outside the limitations of the community that it currently reaches? How is this product or service branded? Does it vary from provider/supplier to provider/supplier and if so, how? Does it differ from international to national providers/suppliers and if so, how? How do you interpret the findings of your research practically? Submit a product brochure and branding/packaging design, explaining why this is best suited to marketing of this product. Draw on theory wherever possible to substantiate the decisions made. The Midway and Final Reports should be presented as professional, business reports, where the Midway Report may be considered as draft towards the Final Report. Structure: The following structure should be applied to both the Midway and Final Reports. Section 1: Heading and introduction Section 2: Product/survey report and interpretation Section 4: Reflective Learning Logs Section 5: Personal assessment of your performance Section 6: Portfolio of Evidence Section 7: Poster IMM GSM Page 13 of 18 WIL301

14 Section 1: Heading The heading for the Final Report must contain the following information: Student name: Product/service: Niche market/community:.. Submission date:.. The introduction should give an overview of the process followed and the timeline the student used to fulfill the requirements of this module, either to the Midway Report stage, or from beginning to end, depending on the report being submitted. The student should consider what he/she has learnt in the process, not just about the product, but about him/herself as a professional, his/her weaknesses or strengths and specific character traits that will either prove beneficial or require some shift for career success. Section 2: Product/Survey Report and Interpretation The product/service survey can be targeted at either distribution agents, stores, consumers or users of the product or service. The student should draw upon personal experience, challenges, and theory. The student should provide an example of the survey or questionnaire used as an Annexure. Any interpretation of information should be reviewed from a perspective of go-to-market. I.e. if the market footprint of this product can be expanded, how could this be done? The Midway Report should be regarded as a first draft, where questions may be asked which the student may later assess and find answers to. IMM GSM Page 14 of 18 WIL301

15 Using the information obtained thus far, fieldwork and interpretation as well as interviews held with retailers, manufacturers and or service providers, the student should consider the chain of supply as well as marketing processes and then answer the following questions. (The format for answering these questions is up to the individual student.) 1. Which individuals were targeted for this product survey and why? 2. How was the survey conducted (process) and why? 3. What was the theoretical framework drawn upon to compile the questions or layout (or both) of the questionnaire? The student should note that such theory could be branding, channelling, strategy or other elements of marketing theory. The student should make notes and give theoretical references to theory used. 4. What conclusions can be drawn regarding the community s use of or need for the product/service? 5. What have you learnt regarding the branding requirements of the product/service? 6. What have you learnt regarding the way in which the marketing of this product/service can be enhanced? 7. Discuss the current branding of the product/service. 8. Room for market growth: Can the current market of this product/service be enhanced within the community and/or expanded outside of this community? If so, how? 9. The student will explore what should be changed to current national and/or international strategies for the marketing of this product/service. The student should also explain if the product/service can be marketed to other communities and if so, how? Section 4: Reflective Learning Logs Below is an example of how such a learning log may be kept. The student may update it as and when activities are performed so as to maintain a record of what process was followed. Reflective Learning logs are valuable tools for understanding the process of learning. IMM GSM Page 15 of 18 WIL301

16 EXAMPLE: Reflective Learning Log Student name:. Product/service name:..... Activities log for week ending:.. Date: Main activities and introspection. Introspection: 1. What theory can be applied to this activity or decision-making process? (Pay careful attention to bibliographical referencing.) 2. What preconceived ideas about the product/community/market/marketing strategies, etc. are being challenged? Main Activities: Introspection: Main Activities: IMM GSM Page 16 of 18 WIL301

17 Introspection: Main Activities: Introspection: Main Activities: Introspection: Main Activities: IMM GSM Page 17 of 18 WIL301

18 Introspection: Section 5: Personal assessment of your performance The student should describe his/her personal experience during the work integrated learning, what he/she has learnt about him/herself and his/her preferred areas of marketing as a profession. The student should give special attention to new aspects of marketing which he/she has developed a personal interest in as a result of the work integrated learning experience. Section 6: Portfolio of Evidence The student may include any product photographs, events pictures, communications, advertising examples, etc., in the portfolio of Evidence. Reflective Learning Logs may also be inserted here rather than in a separate section. Section 7: Poster/Packaging Design The student should design an advertising poster for the product/service. The poster may be either for its current niche market, or it may be a poster which seeks to push the boundaries of its current community, social, religious or other interest group. The packaging design may be targeted at breaking into a new market, or be based upon a review of current designs. The student should pay careful attention to not only the poster layout, colours and design but also the branding of the product or service itself. Please contact the work integrated learning coordinator if you have any questions: Rabia Carvalho: OR rabia@immgsm.ac.za. IMM GSM Page 18 of 18 WIL301