CIM Professional Marketing Diploma

As a dedicated member of the Chartered Institute of Marketing (CIM), I am currently pursuing the Level 6 Professional Marketing Diploma. This esteemed qualification comprises three modules: Digital and Marketing Strategy, Innovation in Marketing, and Managing Brands. Having completed the first two modules, I am actively engaged in honing my marketing skills and knowledge to achieve professional excellence. The image on the left is my CIM badge awarded, confirming my studying status.

Examining the internal environment landscape, I conducted a thorough customer analysis to identify the NBA's target demographics, preferences, and behaviours. This analysis informed tailored marketing strategies to enhance customer engagement and satisfaction. Additionally, I conducted a detailed competitor analysis to benchmark the NBA against its rivals. This analysis examined market share, product offerings, branding strategies, and customer perception, providing strategic intelligence to inform decision-making and differentiation strategies.

Drawing from the insights gained through internal and external analysis, and reflecting the chosen theme of improving the product/service portfolio for sustained business growth, I formulated two strategic marketing objectives:

• Enhance the Market Appeal of the Women’s National Basketball Association (WNBA).

  and;

• Strengthen International Viewership.

Utilised the 7Ps framework; product, price, place, promotion, people, process, and physical evidence to develop targeted tactics aimed at enhancing the WNBA's market appeal and expanding international viewership.

Implemented a diverse range of metrics to evaluate the effectiveness of the marketing campaign, including customer acquisition cost, customer lifetime value, conversion rate, social media engagement rate, brand awareness, return on investment (ROI), and customer satisfaction score.

The strategic options were then created based off the analysis, theme and objectives set. Focusing on how exactly the objectives chosen would go about being implemented. Thus a Market penetration strategy, diversification strategy as well as a partnership strategy were formulated.

GANTT chart utilised to visually represent the timeline and milestones for implementing the marketing strategies and tactics devised. This provided a clear overview of project timelines, task dependencies, and resource allocation, facilitating efficient project management and ensuring timely execution of marketing initiatives.

To understand the macro external environment of the industry , I conducted a PESTEL analysis, evaluating Political, Economic, Social, Technological, Environmental, and Legal factors. This analysis provided insights into the external forces shaping the NBA's operations and market dynamics, helping identify opportunities and threats.

This is the cover page of my Digital & Marketing Strategy Assingment. For my Marketing and Digital Strategy assignment, I embarked on developing an effective marketing strategy to enhance the National Basketball Association's (NBA) product/service portfolio for sustained business growth. Through rigorous analysis and strategic planning, I aimed to leverage the NBA's brand equity and engage with its diverse customer base in innovative ways.

This is an organisational summary of the NBA. In my analysis, I provided a comprehensive overview of the NBA's organisational landscape, detailing key aspects such as its customer base, competitors, range of products and services, organisational structure, size, stakeholders, and primary customer segments. This foundational understanding served as a strategic cornerstone for the development of targeted marketing initiatives.

For a closer examination of the micro external environment of the industry competitiveness, I employed Porter's Five Forces framework. This analysis assessed the bargaining power of buyers and suppliers, the threat of new entrants and substitutes, and competitive rivalry. By dissecting these forces, I gained insights into the NBA's market positioning and strategic imperatives.

Synthesising insights from the external and internal analyses, I developed a TOWS (Threats, Opportunities, Weaknesses, Strengths) analysis matrix. This strategic tool facilitated the identification of actionable strategies to capitalise on strengths, mitigate weaknesses, exploit opportunities, and counter threats. Through this process, I formulated a strategic roadmap to drive the NBA's sustainable growth and competitive advantage.