guideline advanced marketing practicum 4 midway...

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Guideline

Advanced Marketing Practicum 4 (AMP401)

Midway Report

Semester One 2014

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.

Revised: November 2013


Table of content

SECTION A: General

1. Word of welcome 3

2. Getting started and prior knowledge requirements 4

3. Purpose and overall learning outcomes. 5

4. National Qualification Framework specifications 6

5. Relationship with other modules 6

6. Prescribed textbook/Articles 7

7. Critical cross-field outcomes 7

8. Assessment 8

SECTION B: Course module content

1. Overview 10

2. Objectives 11

3. Midway Report Requirements and Process 12

3.1 Midway report structural overview 12

3.2 Midway report – process 13

3.3 Steps in compiling the midway report 14

3.4 Description of sections for midway report 15

3.5 The way forward (Phase 2) 18

3.6 Administrative procedures 18

3.7 Reports 19

3.8 Mark Allocation 20

SECTION C: Examples of Appendices

Appendix 1: Portfolio of evidence

21

Appendix 2: Reflective logs

Appendix 3: Personal assessment

Appendix 4: Employer evaluation


SECTION A: General

1. Word of welcome

Welcome to the challenging yet exciting world of the Advanced Marketing

Practicum 4 (AMP401). The Advanced Marketing Practicum is an experiential

learning process designed to integrate your marketing theory and knowledge into the

workplace. Many of you have already been exposed to the work place environment

and have possibly also reflected on differences between what you learn in theory

and what happens in practice. Part of this learning process will be for you to identify

these apparent differences and to consider how or why these differences have

developed. In some cases you will find that many of these ‘differences’ are in fact

non-existent in that the theory is being applied in a way that is not easily

recognizably. In other cases (probably very few) you might hopefully find that your

organisation is ahead of the pack and applying the very newest marketing tools not

yet in common use but soon to be cemented in academic theory. Either way you will

be taxed to use your initiative, creativity and marketing knowledge to bring about a

successful outcome to this module.

This module is a post graduate module and it is expected of you to exercise

considerable independence in your studies. You are therefore urged to work through

problems to find solutions. In the work place you will often be required to work

independently and this module will re-enforce a workplace environment where you

have to think for yourself. The work place is a demanding environment and this

demand is seldom, if ever relaxed. You will for example need to meet workplace

deadlines and to make decisions with very little support from your seniors. We would

therefore be failing you if we did not carry over such demanding requirements in this

’work integrated learning’ module.

However, in many workplaces you will also get support when it is really needed. IMM

GSM therefore provides appropriate help when needed and thus offers a student

support service through the postgraduate support administrator. The emphasis here


is on appropriate support in line with the postgraduate level we expect you to work

at. If therefore you have exhausted your own solution finding ability then do contact

the practicum coordinator for help. Note however, that the first question that will be

asked of you is: ‘Have you tried to help yourself?’

On completion of this module, you will be well poised to participate in a demanding

work environment with a high level of understanding as to what you need to do under

various marketing circumstances. There are great marketing career opportunities

available to qualified persons who can think for themselves and this module in

particular provides that all round view of marketing theory and practice.

We hope that you will enjoy this module and successfully move on to completing

your qualification and through hard work become a reputable marketing professional.

Good luck with your studies.

2. Getting started and prior knowledge requirements

The practicum is covered in two reports, A Midway report and a Final report. These

guidelines refer only to the Midway report. Guidelines for the Final report will be

sent to you once you have submitted your Midway report. The practicum module is

all about applying the marketing theory that you have accumulated over the years of

your studies. A good start therefore will be for you to review the theory you have

already done. Make sure you have all the required textbooks and learner guides and

have dusted off the dust that may have accumulated while they have been lying

around!

IMM GSM learner guides are especially designed for a student that studies at a

distance. This guide is no exception and is furthermore pitched at the post graduate

level and thus provides direction but is not prescriptive. There is therefore room for

your own initiative and creativity (in fact you are encouraged to be creative and

innovative).


No specific reference to textbook theory will be made. You will however, be expected

to read widely and access textbooks and published articles where appropriate. If you

have not already familiar with EBSCOHost then you should contact the Librarian at

IMM GSM and she will take you through an introductory training course to get you up

and running.

It is assumed that you will be sufficiently computer literate and that you will be able to

operate the internet when attempting this module. Computer and internet literacy is

required inter alia for literature searches.

A sound knowledge in the use of the Harvard Referencing System is compulsory

before attempting this module.

Once your review of appropriate marketing modules is successfully completed, you

are ready to tackle this module.

3. Purpose and overall learning outcomes / objectives

The focus in this module is on experiential learning and thus the credit is given for

the learning achieved and not for merely participating in the experience itself. This

learner guide thus only provides a sketch of the full requirements as it is expected of

you to provide that unique extra.

Although the outcomes will be a Midway and Final report it is the actual learning that

has taken place that needs to be demonstrated in these reports and therein lies the

challenge. There are thus a number of essential elements in this module:

An ability to observe, and document a number of activities (marketing related

activities).

An ability to separate the wood from the trees and identify core marketing

activities that can be reflected and reported on.

An ability to be innovative and creative in integrating marketing ideas.

An ability to demonstrate there has been a learning process.

An ability for professional report writing.


Marketing problems are continuous as we live in a world where we are constantly

faced with challenges of change. South Africa in particular has earned the title of

change capital of the world given its radical change starting in the 90’s and some of

the challenges raised in this change process are still with us today. Marketing

managers need to implement marketing plans within this constantly changing

environment. In this module you will need to demonstrate that you have taken

cognizance of these changes and how they impact on marketing activities.

The outcomes required from this module are:

An understanding of the underlying complexity within marketing activities;

A capability of critical reflection on marketing activities;

An ability to write a professional business / marketing report;

An ability to identify appropriate information requirements relevant to marketing

activities.

4. National Qualification Framework specifications

The practicum forms a compulsory module for the BPhil (Hons) in Marketing

Management and Postgraduate Diploma in Marketing Management.

In terms of the new National Qualification Framework (NQF) it is designed as a 40-

credit module offered on NQF level 8.

5. Relationship with other modules

You should be acquainted with the broad context of marketing management in order

to understand the frame of reference that is applicable to this module. It is especially

important for you to be able to link this module with Marketing Research, the

Principles of Marketing / Marketing 1 and Practice of Marketing / Marketing 2, as well

as Business Management.


6. Prescribed textbook / Articles

The prescribed textbook for the module is:

van Aswegen, M., van den Berg, G. & Pietersma, P. 2009. Key Management

Models - The 60+ models every manager needs to know. 2nd ed. Prentice Hall.

You are also required to integrate appropriate material from all previous modules.

7. Critical cross-field outcomes

The critical cross-field outcomes, also known as transferrable skills as identified by

the South African Qualifications Authority (SAQA), are essential for your

development as a student within the education and training system, regardless of the

specific area of learning. It is these outcomes that are deemed critical for your

development in the capacity of life-long learning.

The critical cross-field outcomes adopted by SAQA are as follows:

(1) Identify and solve problems in which responses display that responsible

decisions using critical and creative thinking have been made.

(2) Work effectively with others as a member of a team, group, organisation and

community.

(3) Organise and manage oneself and one’s activities responsibly and effectively.

(4) Collect, analyse, organise and critically evaluate information.

(5) Communicate effectively using visual, mathematical and/or language skills in

the modes of oral and/or written presentation.

(6) Use science and technology effectively and critically, showing responsibility

towards the environment and health of others.

(7) Demonstrate an understanding of the world as a set of related systems by

realising that problem-solving contexts do not exist in isolation.

(8) Reflecting on and exploring a variety of strategies to learn more effectively.

(9) Participating as responsible citizens in the life of local, national and global

communities.

(10) Being culturally and aesthetically sensitive across a range of social contexts.

(11) Exploring education and career opportunities.

(12) Developing entrepreneurial opportunities.


The transferable skills identified in this module are as follows:

Taught Practised Assessed

Problem solving X X X

Working in teams X X

Self-management X X

Information gathering X X X

Communication skills X X X

Analytical skills X X X

Learning strategies X X X

Responsible citizenship X X

Cultural sensitivity X X

Career development X

Entrepreneurship X

Problem-solving X X X

8. Assessment

The Practicum assignment will be handled in two phases as follows:

Phase 1: Midway report

Phase 2: Final report

The Midway report contributes 40% to the overall mark for the module.

The final Report constitutes 60% of the final mark for the Marketing Research

module.

Only the final mark will be released, consisting of the Midway report and the Final

report and in the form of a final percentage (mark out of 100). The grading system is

as follows:


Percentage Scale Description

75% or more Pass with Distinction

50% - 74% Pass

0% - 49% Fail

A timetable of the assessment programme for the semester, including dates for the

assignment to be submitted during the course of the year, is available in the

Calendar of Events for that year. Please refer to the current issue of the IMM GSM

Prospectus. This document and the Student Yearbook provide details of the IMM

GSM assessment policy.


Section B: Course module content

1. OVERVIEW

1.1 General

The purpose of the marketing practicum is to enable marketing students registered

with the IMM GSM to gain valuable work experience within the business

environment. Obviously we will not be able to cover all aspects of the marketing

environment, so the approach here will be for you to select a specific marketing

project or activity significantly big enough to substantiate the aspects required in this

midway report. This will require you to identify appropriate information relevant to

marketing activities for example product releases, situational analysis, competitive

positioning, supply chain management including distribution and logistical factors, as

well as global marketing considerations. Lastly you will be required to write up a

professional report that will substantiate the marketing strategy you present.

The marketing practicum is an experiential approach designed to complement the

course work so that your business and education experience is enhanced.

Experiential learning is a dynamic educational approach which integrates classroom

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.

A practicum is not a job; it is a course element which offers you an individualised

educational experience through the study of a structured employment situation. The

credit given is for the learning achieved – not the work experience itself.

The Practicum will be handled in two phases as follows:

Phase 1: Midway report

Phase 2: Final report


This guideline covers the requirements for phase 1 only, the Midway report. Phase 2

or Final report requirements will be sent to you together with your feedback from the

Midway report. One reason for this is to simulate the learning phases you may

experience in the work environment. It is not intended in phase 1 to identify all the

requirements for you. You will be required therefore to use your initiative and apply

yourself to understanding what may be required further of you. You might also prove

exceptional and even identify something unique to add to your report.

2. OBJECTIVES

The main objective in this module is for you to demonstrate an ability to separate the

wood from the trees and identify core marketing activities that can be reflected on

and reported on. It requires a high level of observational integrity, i.e. to observe,

read and absorb marketing related documents and activities and then to reflect on

what you have observed and read.

The practicum will offer the student the opportunity to:

Develop a critical reflective analytical approach to work related marketing

activities.

Gain practical experience within the business environment.

Gain a more complete understanding of various marketing management

theories in terms of their practical application.

Develop experience in applying management and marketing theory and

models to a wide range of marketing applications.

Practice introspective learning, analysing how decisions are made and how

theory can be applied to the practice of marketing.

Develop the ability to analyse business problems and develop creative

solutions to business problems.

Develop the ability to compile effective and advanced Marketing Strategies.

Develop a greater understanding with regard to career options.

Clearly define personal career goals.

Develop and refine oral and written communication skills.


3: Midway Report Requirements and Process

3.1 Midway report structural overview

Below is a broad overview of the structure for the Midway Report, followed by an

explanation of the various sections and what these entail.

1) Cover Page supplied by IMMGSM on website

2) Table of Contents

3) Main body of the Midway report

Section 1 - Company Description and Background Including Industry context

(3 – 4 pages)

Section 2 – Marketing Projects you have observed and reflected on in your

reflective logs

(maximum 4 pages)

Section 3 –Report on any one of the appropriate activities relating to your

observed marketing activity e.g. Strategy for product release, market

penetration, (etc.) and how this fits into the broader marketing strategy or plan

3.1 Title and focus of the selected marketing activity (give it a name)

3.2 Executive Summary

3.3 External Analysis including risk analysis if appropriate

3.3 Internal Analysis including risk analysis if appropriate

3.4 Budget considerations if appropriate

Section 4 - Reference list (all sources used & industry related searches)

4) Appendices

Appendix 1: Portfolio of Evidence (max 10 pages)

Appendix 2: Reflective logs (see Appendix 2 for example)

Appendix 3: Personal assessment of your job performance and introspection

(see Appendix 3 for example)

Appendix 4: Employer’s Evaluation (see Appendix 4 for example)


3.2 Midway report – process

The first document you will submit is the Midway Report. The main component of this

midway report will be a critical reflective review of one of the marketing activities you

have observed in the marketing environment and recorded in your reflective journal.

This can be done within your organisation or outside your organisation. The criteria

are that you will need to be able to make enough observations for you to generate

your reflective logs (see Appendix 2 for an example of a reflective log).

You need not be directly involved with a particular marketing process at work but you

may be able to observe and ask questions as to how that activity is being

implemented and how this fits into the broader marketing strategy or plan. For

example activities that could be observed are; the launch of a new product; the plan

to develop new markets; a Brand repositioning; or response to the arrival of a new

competitor in the industry. Very often such activities go hand in hand with a formal

strategic marketing plan and objectives. Once you have selected the activity of

choice you will need to read up as to what essentials are required around such an

activity. You will thus select the focus of the Midway report according to your area of

interest and from your notes or reflective logs (see below). The activity of choice

must however, lend itself to a full marketing plan. This marketing plan does not have

to be formally in place as you will be able to develop you own plan if no such plan is

in place.

The Midway report is also all about presenting a factual review of marketing and

marketing related activities within the organisation of choice. It will require you to be

observant, and to make notes on what you observe. It is also a very positive

approach in that you will not be trying to find fault with the organisation 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. The reflective logs will assist you

in this process, as in these logs you will record what you have observed, and

incidents or processes around those events. You will also from time to time return to

your notes and reflect on what you have recorded. Your reflective logs should thus

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 thus

no specific format is required. Reflective logs are exactly what the name says;

reflective logs. You will therefore log activities / observations and over time reflect on

these observations with probing questions such as What, Who, Why, When, How etc

While your reflective logs will be a recording of multiple marketing experiences and

observations you will in your midway submission report on related issues pertaining

only to a specific area of interest. In other words you will not be required to report on

all the marketing activities in the organisation, but rather on an area of your own

interest and work focus. The broader observations of marketing activities are

however, important as your report cannot be considered in isolation. In your report

you may need therefore to comment on the mutual relationship of other related

marketing activities in the organisation. In short your reflective logs will document the

broad picture, while the midway report will focus on a selected specific marketing

activity.

3.3 Steps in compiling the midway report are:

Record critical incidents relating to a number of marketing activities

(marketing projects). These will be recorded in you reflective logs

Discuss these issues with colleagues

While reflecting on the issues try and identify related theory pertinent to these

issues especially theory that relates to a successful outcome of a marketing

plan.

Record the work solutions found or decisions made around these issues

Record possible solutions that the theory might suggest. These solutions

might be the same or may differ.

Industry context – Use appropriate sources e.g. online search, to provide

background information of the industry.

After 4-6 weeks review your reflective logs and should have a record of a

number of marketing activities around which to develop your report.

Select one of the activities recorded in the activity logs

Document a first draft of your midway report (see outline below)


Continue to develop your reflective logs

At regular intervals refer to your reflective logs and continue the development

of your midway report.

Please note that while no restriction is placed on what activity you chose to report on

it must be of a nature (i.e. comprehensive enough) to substantiate a report.

3.4 Description of sections for the Midway report:

Section 1: Company Description, Background and Industry context (max 4

pages)

A description of the company in which you are doing your study. This should include

the nature of the products and services offered and a profile of the customers who

use them, and any research conducted by the company itself. You may also include

brochures or collateral material that further describes the company in your Portfolio

of Evidence (see later).

An important consideration here is to include in the company profile issues relating to

the environment and management of the company that may have bearing on your

selected activity. For example the company may have recently undergone a merger,

or have just appointed a new marketing director, or numerous retrenchments may

have been the order of the day. Specific financial issues will also be important

keeping in mind that your company is in business and business objectives are to

make a profit and to be sustainably competitive. The company description thus

provides you and your examiner with a broad marketing perspective including

strategic business approach and the way things are done in the organisation.

An acceptable background will cover at least 3-4 pages (Arial 12 font, 1.5 spacing

and full justification). Industry context – Use appropriate sources e.g. online

searches to provide background information of the industry.

Section 2: Marketing Projects (1-2 paragraphs per project)

This section will be drawn from your reflective logs. You should have a number of

marketing activities (max 4) that occur in the organisation (In exceptional


circumstances one activity may be acceptable but this would be for a very small

organisation with a limited marketing mandate). If there is no appropriate marketing

projects then you will need to develop at least one theoretical marketing project that

will assist the company e.g. brand equity, brand loyalty, product strategy etc. List

these activities and for each marketing activity add your reflective view you have

documented in your reflective logs. In this section you will thus demonstrate to the

examiner that you have established a broad view of the marketing activities of the

organisation i.e. you can see the bigger picture, and that you are able to critically

review what you have observed. Around 10-15-20 lines of discussion / reflection per

marketing activity will be sufficient. Limit the number of activities to 4 at most.

Section 3: Report on your selected marketing activity (any one of the

marketing activities relating to your observed marketing activity).

This section is the main component of your report and should contain details on the

marketing strategy relating to your particular area of interest or study for the

purposes of this report. This section should not exceed 15-20 pages.

The following points can, if appropriate be included in the report:

Title and focus of the selected marketing activity (Give it a name)

Executive Summary

External Analysis including risk analysis if appropriate

Internal Analysis including risk analysis if appropriate

Key issues

Strategic Objectives where appropriate

Action plans including risk analysis if appropriate

Budget considerations if appropriate

Section 4: References

A list of references of any articles or other sources that you have accessed pertinent

to this report should be included here.


Appendices:

Appendix 1: Portfolio of Evidence

This section is an opportunity for you to showcase very specific and particular

achievements, submit photographs of events, evidence of branding or brochures.

Please scan in any materials you would like to include in your Midway Report as only

your Midway Report will be marked and separate submissions of any of these items

will not be marked. In short any information which has been collected throughout the

practicum and referred to in any of the above sections may be included here.

Note: No power point presentations.

Appendix 2: Reflective logs

What is required here are the reflective logs pertinent to the selected marketing

activity.

Discuss or demonstrate how these logs were generated e.g. the starting

observations and subsequent observations. These logs will be documented through

observation and interactions you have had with key marketing decision makers in

your company including your direct supervisor who will be completing an employer

evaluation form.

Discuss any issues you may have had in discussing these observations with your

colleagues / key decision makers / supervisor.

Discuss the related theory you identified with this activity

In short what is required here is a demonstration of how the follow up reflection on

recorded activities assisted you (or not) in a deeper understanding of the work

applications

Appendix 3: Personal assessment of your job performance and Introspection

This section should address the following questions and issues:


To what extent you have learned new disciplines for learning and

managing time?

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 will these improve your

ability to be a successful manager or marketer?

Appendix 4: Employer’s Evaluation

The Employer’s Evaluation should be completed by the representative of the

employer, hosting company or NGO.

3.5 The way forward (Phase 2)

The midway report must be submitted on the date stipulated (see below)

You will receive feedback on your midway report from your external examiner. In

addition you will be given specific guidelines for the next step i.e the Final report.

3.6 Administrative procedures

Student enquiries must be directed to Rabia Carvalho, the Practicum Coordinator.

See below for contact details.

Please include an assignments cover sheet with its 2nd page which is a plagiarism

declaration. This may be scanned in and pasted onto the very front of your

submissions.

All midway reports should be submitted as word document, online, by the due date

and time and as one document only. To submit your midway report, please use the

IMM Online portal. For assistance please contact the Practicum Coordinator.


PLEASE NOTE:

1) Only ONE uploaded report will be marked. Please ensure that you do not

submit separate employer’s evaluations, time sheets or other information of

any kind as these will not be marked. Anything that you would like to have

marked must be on the Midway Report submitted online.

2) No Midway Reports will be accepted which are submitted via email, post

or by hand. These reports will not be marked.

3.7 Reports:

The reports required for this module are:

A midway report

A final report

Both Midway and Final reports should be presented as a professional business

report. The following structural guidelines must be applied:

Document must be a Word document only (No PDF documents allowed)

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 subsections 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.

The introspection section is an opportunity for the student to reflect on the

learning experience as a whole, his/her growth as a professional, theory

application, etc.

A reference list should be included listing all information sources consulted,

including individuals with whom you have spoken on practicum.

Arial 12 font, 1.5 spacing and right justification


3.8 Mark allocation:

Midway report: 40%

Final report 60%

Please contact the practicum coordinator if you have any academic questions:

Rabia Carvalho

[email protected]

mailto:[email protected]


SECTION C: Examples of Appendices

APPENDIX 1 – Portfolio of Evidence (see within guidelines)

APPENDIX 2 – REFLECTIVE LEARNING LOGS (example only)

Date Interaction/Experience Reflection

APPENDIX 3 – Personal Assessment of job Performance (example only)

This appendix can take any form you desire, but should be a personal evaluation of the items as listed on page 15. Items to be covered:

1)New disciplines learned 2) Career goals 3) Skills development 4) Techniques

APPENDIX 4 – Employer Evaluation (example only)

The Employer Evaluation is essentially a letter of reference for the student, written by the supervisor/marketing incumbent of the organisation

It should comprise the following:

Written on a company letterhead Signed by the supervisor or marketing incumbent of the employer/host company Specifies the project/s the student has been involved in Considers how the student has represented the discipline of marketing, shared

marketing theory or marketing insights which the company has or can benefit from Considers areas of growth which the student can still apply to him/herself as a

marketing professional (see within guidelines)


Section C: Examples of Appendices (continued)

APPENDIX 2

Example: Reflective log (NOTE: this is only an example, the Reflective log may be

compiled in any format you desire)

APPENDIX 3 Example: (NOTE: this is only an example, the Personal Assessment of job

performance may be compiled in any format you desire)

APPENDIX 4 Example: (NOTE: this is only an example, the Employer’s Evaluation may be

compiled in any format you desire)

Date: Interaction/Action/Activity

X – Y 2013 Interviewed marketing manager

Obtained previous marketing strategy

Introspection:

The strategy obtained is from a previous year. Having read through it, I’ve noticed....

Date: Interaction/Action/Activity

X – Y 2013 Interviewed marketing manager

Obtained previous marketing strategy

Introspection:

The strategy obtained is from a previous year. Having read through it, I’ve noticed....

Date: Duties during time in practicum:

X – Y 2013

Assessment:

This assessment may be in the form of a letter of reference, may highlight learning areas or outstanding achievements.

Signed By:

Position occupied/ Title:

guideline advanced marketing practicum 4 midway...

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