Stakeholder Marketing

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CI M

Professional Certificate in Marketing Stakeholder Marketing

Past Assignment Answer-Specimen

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Stakeholder Marketing

THE CHARTERED INSTITUTE OF MARKETING PROFESSIONAL CERTIFICATE IN MARKETING: STAKEHOLDER MARKETING ASSIGNMENT JUNE 2011 1

Stakeholder Marketing

Task One (Audit): Task Two (Report): Total word count: 2,231 words (4 pages) 4,379 words 6,610 words

EXECUTIVE SUMMARY The purpose of this report is to undertake an audit of CARE relationships assist in communicating with
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CARE SERV is one of the largest learning disability care providers in the UK, with an annual turnover of around £43m, contracts with over 70 local authorities and supporting over 600 people. CARE SERV best quality care fo market position, being well known for the high quality of its services, staff and properties, which is April 2010). For further information on CARE SERV please refer to Appendix 1. CARE SERV has a wide range of internal, connected and external stakeholders which are shown in Appendix 3.

Summary of audit findings

Identification of key media organisations
CARE SERV has relationships with a wide variety of media organisations (see Figure 2.1), the key ones being its two PR companies, the press (national, local and trade), specialist magazines and its trade association the ALDS Forum. CARE SERV has a more limited relationship with broadcast media, and as of yet has not explored the channel of new media. Its relationships with local press have been focused mainly on South London and Wales where its reputation has historically been poor; this could be further
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