Strategic Marketing

Aims

This unit enables the learner to understand how corporate strategy informs marketing strategy. It also enables the learner to understand how to carry out strategic market analysis and how to implement a marketing strategy

Learning Outcomes

1. Understand the principles of strategic marketing

1.1 Assess the role of strategic marketing in an organisation

1.2 Analyse the relationship between corporate strategy and marketing strategy

1.3 Analyse how marketing strategy is developed

2. Understand how to carry out strategic marketing analysis

2.1 Evaluate approaches to internal environmental analysis

2.2 Evaluate approaches to external environmental analysis

2.3 Explain how internal and external analyses are integrated

3. Analyse strategic marketing decisions and choices

3.1 Analyse decisions and choices to be made at a corporate level

3.2 Assess how these decisions influence marketing at business unit and functional level

3.3 Analyse approaches to competitive positioning of organisations

4. Understand how a range of marketing strategies can be implemented to contribute to competitive advantage

4.1 Identify a range of strategies that can contribute to competitive advantage

4.2 Analyse marketing communications strategies

4.3 Analyse marketing strategies, their application and implementation for an organisation