Cyber Security Marketing Services

Cyber Security Marketing Services

Introduction                                         ^ there are 6 tasks to be completed

You are the Business Development Manager of a marketing and public relations company called Cyber Security Marketing Services (CSMS). The company offers a range of marketing services specifically targeted at companies within your region who supply cyber security products and/or consultancy. These services are delivered by the following three divisions within the company:

  • Marketing (planning and running marketing campaigns on behalf of clients)
  • Press and media (developing press releases and press briefing for clients and placing these with appropriate newspapers and magazines, both paper-based and online )
  • Event promotion (running a range of advertising campaigns for security-related seminars and training courses, including the design of promotional material and the development of targeted online marketing activities)

 

The number of staff working for each of these divisions is as follows:

  • Marketing —2 managers and 6 marketing executives
  • Press and media —I manager and 4 marketing executives
  • Event promotion — 1 manager, 1 designer and 1 online marketing executive

 

In addition, there is a central administrative function comprising of 1 secretary, 2 administrative assistants and 1 receptionist.

The management team comprises a Managing Director, a Finance Manager, an Operations Manager and yourself, giving 24 staff in total.

Currently all of the staff work in the company’s head office, which is located in a prestigious office block in the centre of a major city in your region. The company’s Managing Director is keen to retain this city centre location, as he believes that it enhances the company’s image when dealing with both existing and potential clients.

At present, all sales activities are undertaken by the individual managers within the three divisions.

 

The annual turnover of the company is currently $1.2 million, with the income for each of the divisions being as follows:

  • Marketing                       $650.000
  • Press and media             $300.000
  • Event promotion           $250.000

 

At the present time, CSMS provide their services to cyber security businesses in three core markets, these being:

  • Security software suppliers — accounting for 50% of annual turnover
  • Security consultants — accounting for 40% of annual turnover
  • Membership bodies, in particular The National Associatiön of Security Professionals (NASP) – accounting for 10% of annual turnover

 

Importantly, CSMS have recently won a new contract with the National Association of Security Professionals, which will start in the next financial year, to promote a recently launched major annual conference on cyber security. It is expected that this contract will generate a further $300,000 per annum.

The Managing Director has indicated that he does not wish to take on additional staff in order to handle this new contract, as he believes that the current staff members are under-resourced and there is spare capacity to handle the extra work. However, he would like to take the opportunity to review the future direction of the company in the light of the new contract.

He has therefore asked you to undertake a short study in order to investigate a number of specific aspects and to report back to the management team on your findings.

These are:

  • Should the company continue to offer the three core range of services, or should it look to rationalize these services?
  • Should the company continue to focus solely on the cyber security market or should it seek to expand its activities into other sectors?
  • Should the structure of the company be based upon the markets it serves rather than the services it offers?
  • Should the company continue to operate from its city centre location, or should it consider the adoption of virtual working for some, or all, of its staff?

 

The business has experienced some cash flow problems in recent months, so the Managing Director has also asked you provide a briefing to the management team on this topic.

Task 1

You need to do some research to familiarize yourself with the subject area and to gain some ideas about how you can carry out the rest of the project. There are a number of websites provided by public relations agencies, together with a wide range of suppliers offering security products and services. Use a maximum of 1 hour to review these resources. Bookmark the relevant sites and make notes of information that you can use in your assignment.

 

Task 2 ( no need )

Produce a project plan for the way you intend to complete the rest of this assignment. For planning, use the timescale you have been allocated for this assignment (i.e. from the date you start to the date you submit your assignment). Submit a copy of your plan to your tutor BEFORE you proceed further with the assignment.

 

Task 3 —16 Marks

Carry out a SWOT analysis on the current structure and operations of the company.

Consider the current situation in terms of the strengths and weaknesses of CSMS, together with the major threats to the business and the opportunities that exist to capitalise in the most effective way on their existing customer base or exploit new business opportunities. As part of the analysis, you should also consider which core markets CSMS should focus upon in the future and the range of services that should be offered to these markets. You should summarise the conclusions arising out of the SWOT analysis in no more than 800 words to ensure that you focus upon the key issues.

Task 4 — 20 Marks

Produce a new organisation chart for the company that reflects the key findings of the SWOT analysis and is capable of delivering the appropriate range of services. There are to be no new posts created, so the organisation chart should reflect the current staffing levels. However, within the new organisation structure you should note that you do havethe opportunity to re-grade specific posts and introduce new job titles in order to take account of any increased levels of responsibility you may decide to introduce.

Task 5 — 18 Marks

Produce a briefing document of no more than 1000 words that clearly explains how internet-based technologies could assist in setting up a virtual structure where some or all of the staff within CSMS could become based from offices within their homes. It should identify the staff roles that you believe are suitable to be included as members of virtual teams, together with your reasons for making these choices.

The document should also list FOUR (4) ways in which you believe the adoption of a virtual home working environment could enable CSMS to deliver a more effective service to its customers.

Task 6 — 16 Marks

Prepare a short note of no more than 500 words that explains the importance of cash flow within a business such as CSMS. In particular the note should:

  • Define what is meant by cash flow
  • Describe the purpose of a cash flow statement
  • List and briefly describe THREE (3) problems that CSMS might encounter if they fail to take account of their cash flow requirements

 

Task 7 – 22 Marks

Using PowerPoint or a similar tool, prepare a maximum of fifteen slides that could be used to form the basis of a presentation that explains the reasons for the decisions you have taken in drawing up the new organisational structure and clarifies how the proposed structure will enable the business to move forward successfully. The presentation is also intended to highlight some of the challenges that CSMS faces in implementing the new structure. In particular you should provide:

– TWO (2) examples of why staff may be unhappy about the changes you are          proposing, together with your recommendations for addressing their concerns

– An explanation of why effective communication will be an important factor in ensuring that the staff agree to the proposed changes

You should also include a supporting note of no more than 200 words that explains why education and consultation are important aspects of implementing change successfully.

 

 

 

Guidance

All references and citations must use the Harvard Style.

 

For references please consider only online accessible such as online journals or online books, please list the online site address.

Please note: Plagiarism will be checked.

 

 

 

 

 

 

 

 

 

Cyber Security Marketing Services

Introduction                                         ^ there are 6 tasks to be completed

You are the Business Development Manager of a marketing and public relations company called Cyber Security Marketing Services (CSMS). The company offers a range of marketing services specifically targeted at companies within your region who supply cyber security products and/or consultancy. These services are delivered by the following three divisions within the company:

  • Marketing (planning and running marketing campaigns on behalf of clients)
  • Press and media (developing press releases and press briefing for clients and placing these with appropriate newspapers and magazines, both paper-based and online )
  • Event promotion (running a range of advertising campaigns for security-related seminars and training courses, including the design of promotional material and the development of targeted online marketing activities)

 

The number of staff working for each of these divisions is as follows:

  • Marketing —2 managers and 6 marketing executives
  • Press and media —I manager and 4 marketing executives
  • Event promotion — 1 manager, 1 designer and 1 online marketing executive

 

In addition, there is a central administrative function comprising of 1 secretary, 2 administrative assistants and 1 receptionist.

The management team comprises a Managing Director, a Finance Manager, an Operations Manager and yourself, giving 24 staff in total.

Currently all of the staff work in the company’s head office, which is located in a prestigious office block in the centre of a major city in your region. The company’s Managing Director is keen to retain this city centre location, as he believes that it enhances the company’s image when dealing with both existing and potential clients.

At present, all sales activities are undertaken by the individual managers within the three divisions.

 

The annual turnover of the company is currently $1.2 million, with the income for each of the divisions being as follows:

  • Marketing                       $650.000
  • Press and media             $300.000
  • Event promotion           $250.000

 

At the present time, CSMS provide their services to cyber security businesses in three core markets, these being:

  • Security software suppliers — accounting for 50% of annual turnover
  • Security consultants — accounting for 40% of annual turnover
  • Membership bodies, in particular The National Associatiön of Security Professionals (NASP) – accounting for 10% of annual turnover

 

Importantly, CSMS have recently won a new contract with the National Association of Security Professionals, which will start in the next financial year, to promote a recently launched major annual conference on cyber security. It is expected that this contract will generate a further $300,000 per annum.

The Managing Director has indicated that he does not wish to take on additional staff in order to handle this new contract, as he believes that the current staff members are under-resourced and there is spare capacity to handle the extra work. However, he would like to take the opportunity to review the future direction of the company in the light of the new contract.

He has therefore asked you to undertake a short study in order to investigate a number of specific aspects and to report back to the management team on your findings.

These are:

  • Should the company continue to offer the three core range of services, or should it look to rationalize these services?
  • Should the company continue to focus solely on the cyber security market or should it seek to expand its activities into other sectors?
  • Should the structure of the company be based upon the markets it serves rather than the services it offers?
  • Should the company continue to operate from its city centre location, or should it consider the adoption of virtual working for some, or all, of its staff?

 

The business has experienced some cash flow problems in recent months, so the Managing Director has also asked you provide a briefing to the management team on this topic.

Task 1

You need to do some research to familiarize yourself with the subject area and to gain some ideas about how you can carry out the rest of the project. There are a number of websites provided by public relations agencies, together with a wide range of suppliers offering security products and services. Use a maximum of 1 hour to review these resources. Bookmark the relevant sites and make notes of information that you can use in your assignment.

 

Task 2 ( no need )

Produce a project plan for the way you intend to complete the rest of this assignment. For planning, use the timescale you have been allocated for this assignment (i.e. from the date you start to the date you submit your assignment). Submit a copy of your plan to your tutor BEFORE you proceed further with the assignment.

 

Task 3 —16 Marks

Carry out a SWOT analysis on the current structure and operations of the company.

Consider the current situation in terms of the strengths and weaknesses of CSMS, together with the major threats to the business and the opportunities that exist to capitalise in the most effective way on their existing customer base or exploit new business opportunities. As part of the analysis, you should also consider which core markets CSMS should focus upon in the future and the range of services that should be offered to these markets. You should summarise the conclusions arising out of the SWOT analysis in no more than 800 words to ensure that you focus upon the key issues.

Task 4 — 20 Marks

Produce a new organisation chart for the company that reflects the key findings of the SWOT analysis and is capable of delivering the appropriate range of services. There are to be no new posts created, so the organisation chart should reflect the current staffing levels. However, within the new organisation structure you should note that you do havethe opportunity to re-grade specific posts and introduce new job titles in order to take account of any increased levels of responsibility you may decide to introduce.

Task 5 — 18 Marks

Produce a briefing document of no more than 1000 words that clearly explains how internet-based technologies could assist in setting up a virtual structure where some or all of the staff within CSMS could become based from offices within their homes. It should identify the staff roles that you believe are suitable to be included as members of virtual teams, together with your reasons for making these choices.

The document should also list FOUR (4) ways in which you believe the adoption of a virtual home working environment could enable CSMS to deliver a more effective service to its customers.

Task 6 — 16 Marks

Prepare a short note of no more than 500 words that explains the importance of cash flow within a business such as CSMS. In particular the note should:

  • Define what is meant by cash flow
  • Describe the purpose of a cash flow statement
  • List and briefly describe THREE (3) problems that CSMS might encounter if they fail to take account of their cash flow requirements

 

Task 7 – 22 Marks

Using PowerPoint or a similar tool, prepare a maximum of fifteen slides that could be used to form the basis of a presentation that explains the reasons for the decisions you have taken in drawing up the new organisational structure and clarifies how the proposed structure will enable the business to move forward successfully. The presentation is also intended to highlight some of the challenges that CSMS faces in implementing the new structure. In particular you should provide:

– TWO (2) examples of why staff may be unhappy about the changes you are          proposing, together with your recommendations for addressing their concerns

– An explanation of why effective communication will be an important factor in ensuring that the staff agree to the proposed changes

You should also include a supporting note of no more than 200 words that explains why education and consultation are important aspects of implementing change successfully.

 

 

 

Guidance

All references and citations must use the Harvard Style.

 

For references please consider only online accessible such as online journals or online books, please list the online site address.

Please note: Plagiarism will be checked.

 

 

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