Strategic Marketing
Unit Aims
The aim of this unit is to develop learners’ understanding of the concepts, methods and technical aspects of strategic marketing and the challenges associated with marketing in today’s business environment, including how a strategy combines product development, promotion, distribution, pricing, relationship management and other elements.
Learning Outcomes
1. Be able to critically analyse the principles of strategic marketing and the role of digital technologies.
1.1 Critically evaluate the nature and purpose of strategic marketing in an organisation.
1.2 Critically analyse and apply different marketing concepts in a range of organisational contexts.
1.3 Explain the processes involved in strategic marketing.
2. Be able to apply tools for analysing the business environment in strategic marketing.
2.1 Develop SMART strategic marketing objectives for an organisation.
2.2 Critically review the external and competitive environment in which an organisational performs.
2.3 Draw conclusions about the internal and stakeholder environment in which an organisational performs.
3. Be able to carry out market segmentation, targeting and brand positioning.
3.1 Critically explore market segments for an organisational context.
3.2 Evaluate targeted segments for an organisational context.
3.3 Design a differentiated brand position for targeted segments for an organisational context.
4. Be able to apply the integrated marketing mix in an organisation.
4.1 Evaluate the significance of the integrated marketing mix for an organisational context.
4.2 Design an effective marketing mix for an organisational context.
4.3 Critically analyse the relationship between the product lifecycle and the marketing mix for an organisational context.
5. Be able to critically analyse brands in a business context.
5.1 Critically analyse the nature of brands and the significance of branding.
5.2 Critically discuss the need for integration between the brand pyramid, the brand’s positioning and brand management.
5.3 Demonstrate how branding is used to strengthen a business or product.