L4 Assignment Themes

How to choose an appropriate theme

The themes relate to marketing approaches which any organisation may follow. You should select
a theme which fits with activities/plans that your chosen organisation has adopted, or could adopt.
You need to select the theme you are most comfortable with, where you will be able to access
relevant information to address the tasks.

You will be required to justify why you have selected your theme in the organisation summary.

Before settling on a final choice of theme, please go through all of the tasks and sub-tasks to make
sure that you will be able to apply them to your chosen organisation, in terms of the information
you have available to you. Time spent at this selection stage will be well invested.

You will need to select ONE theme on which to base all tasks within the assignment.

Finally, discuss your choice of theme and its suitability to your chosen organisation with you tutor,
and maybe some of your study partners. It may also be advantageous to select a theme which helps
to develop your personal skills and enhance your career development, where possible.

Please ensure that you clearly identify your chosen theme on the front cover of your assignment
and in your organisation summary.

Contents
Theme 1: Raising brand awareness............................................................................ 2
Theme 2: Increasing demand ................................................................................... 4
Theme 3: Building and rewarding customer loyalty ...................................................... 5
Theme 4: Demonstrating a commitment to sustainability .............................................. 6

Please note for these resources you will need to be logged into your MyCIM account

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Theme 1: Raising brand awareness

Webinars:

Member Exclusive: The critical role of storytelling in brand recovery:

https://www.cim.co.uk/content-hub/webinar/member-exclusive-the-critical-role-of-
storytelling-in-brand-recovery/

Member Exclusive: The vital role of brands in times of crisis:

https://www.cim.co.uk/content-hub/webinar/member-exclusive-the-vital-role-of-brands-
in-times-of-crisis/

Templates:

Brand positioning: https://marketingexpert.cim.co.uk/templates/

Brand strategy: https://marketingexpert.cim.co.uk/templates/

Practical Guides: https://marketingexpert.cim.co.uk/practical-guides/

Catalyst Magazine: https://my.cim.co.uk/mycim/resources/catalyst/

Topic Guides: https://marketingexpert.cim.co.uk/topic-guides/

Podcasts:

CIM Marketing Podcast - Episode 44: Sustainable power-ups for your brand:
https://www.cim.co.uk/content-hub/podcast/cim-marketing-podcast-episode-44-
sustainable-power-ups-for-your-brand/

CIM Marketing Podcast - Episode 37: Harness the power of people for your brand:
https://www.cim.co.uk/content-hub/podcast/cim-marketing-podcast-episode-37-harness-
the- power-of-people-for-your-brand/

CIM Marketing Podcast - Episode 21: The secrets of great brand storytelling:
https://www.cim.co.uk/content-hub/podcast/cim-marketing-podcast-episode-21-the-
secrets-of- great-brand-storytelling/

CIM Marketing Podcast - Episode 41: Supercharge your brand with social-first thinking:
https://www.cim.co.uk/content-hub/podcast/cim-marketing-podcast-episode-41-
supercharge-your-brand-with-social-first-thinking/

Please note for these resources you will need to be logged into your MyCIM account

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Books:

Strategic Brand Management: Strategic Brand Management and

Building, Measuring, and Managing Development: Creating and Marketing
Brand Equity Successful Brands
Kevin Keller and Vanitha Swaminathan Sotiris T. Lalaounis

Please note for these resources you will need to be logged into your MyCIM account

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Theme 2: Increasing demand

Webinars:

Member Exclusive: Propel B2B growth with account-based marketing:

https://www.cim.co.uk/content-hub/webinar/member-exclusive-propel-b2b-growth-with-
account-based-marketing/

Member Exclusive: How to create the ultimate user experience:

https://www.cim.co.uk/content-hub/webinar/member-exclusive-how-to-create-the-
ultimate-user-experience/

Practical Insights:

Understand and influence buying behaviour:

https://www.cim.co.uk/content-hub/webinar/practical-insights-understand-and-influence-
buying-behaviour/

Marketing plan template: https://marketingexpert.cim.co.uk/templates/

Practical Guides: https://marketingexpert.cim.co.uk/practical-guides/

Topic Guides: https://marketingexpert.cim.co.uk/topic-guides/

CIM Marketing Podcast: Episode 36: Why video is a key marketing tool:
https://www.cim.co.uk/content-hub/podcast/cim-marketing-podcast-episode-36-why-video-
is-a- key-marketing-tool/

Catalyst Magazine: https://my.cim.co.uk/mycim/resources/catalyst/

Books:

Absolute Essentials of Digital Digital Marketing

Marketing Dave Chaffey and Fiona Ellis-
Alan Charlesworth Chadwick

Please note for these resources you will need to be logged into your MyCIM account

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Theme 3: Building and rewarding customer loyalty

Webinars:

Member Exclusive: Put the experience back into customer experience:

https://www.cim.co.uk/content-hub/webinar/member-exclusive-put-the-experience-back-
into-customer-experience/

Member Exclusive: Effective email marketing for customer retention:

https://www.cim.co.uk/content-hub/webinar/member-exclusive-effective-email-marketing-
for-customer-retention/

Practical Guides: https://marketingexpert.cim.co.uk/practical-guides/

Topic Guides: https://marketingexpert.cim.co.uk/topic-guides/

Podcasts:

CIM Marketing Podcast - Episode 47: Take care of your community:

https://www.cim.co.uk/content-hub/podcast/cim-marketing-podcast-episode-47-take-care-
of-your-community/

CIM Marketing Podcast - Episode 33: The craft of customer-centricity:

https://www.cim.co.uk/content-hub/podcast/cim-marketing-podcast-episode-33-the-craft-
of-customer-centricity/

Catalyst Magazine: https://my.cim.co.uk/mycim/resources/catalyst/

Books:

The Customer Centricity Delivering Fantastic Customer

Playbook: Implement a Experience: How to Turn
Winning Strategy Driven by Customer Satisfaction into
Customer Lifetime Value Customer Relationships
Peter Fader and Sarah E. Toms Daniel Lafrenière

Please note for these resources you will need to be logged into your MyCIM account

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Theme 4: Demonstrating a commitment to sustainability

CIM Sustainable Transformation Hub:

https://www.cim.co.uk/sustainable-transformation-hub/

CIM Sustainability Summit Recordings:

https://my.cim.co.uk/mycim/resources/cim-sustainability-summit-recordings/

Webinars:

How marketers can drive sustainability across the business

https://www.cim.co.uk/exchange/webinar/member-exclusive-how-marketers-can-drive-
sustainability-across-the-business/

Green Claims Code: What you need to know

https://www.cim.co.uk/content-hub/webinar/green-claims-code-what-you-need-to-know/

What makes a sustainable brand?

https://www.cim.co.uk/exchange/podcast/cim-marketing-podcast-episode-31-what-makes-
a-sustainable-brand/

Practical Guides: https://marketingexpert.cim.co.uk/practical-guides/

Topic Guides: https://marketingexpert.cim.co.uk/topic-guides/

Catalyst Magazine: https://my.cim.co.uk/mycim/resources/catalyst/

Books:

Sustainable Marketing: How Greener Marketing

to Drive Profits with Purpose John Grant
Michelle Carvill, Gemma
Butler, and Geraint Evans

Please note for these resources you will need to be logged into your MyCIM account

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