Strategic Marketing

Learning objective

Knowledge outcome - You will have developed a deep understanding and critical awareness of the key concepts of marketing and will be able to apply them in original and innovative ways to the articulation of complex international companies' marketing strategies.

Intellectual/transferable skills outcome - You will be able to design and implement an appropriate professional marketing strategy and campaign which is underpinned by academic and professional literature.
To be copied in from the Module descriptor document

Your final report should include the following sections

Part 1: Introduction and Product/Service Description
A brief description and rationale for introducing the new or improved product or service that is the focus of your report. Agree your choice with your tutor by week 3

Part 2: A Critical Analysis of the Market Context
Include a brief analysis of the market:
• Key market trends (e.g. growth trends)
• Who are the key competitors and how are they positioned?
• Summarise the current customer attitudes/behaviours in this market
• Identify the main issues / opportunities you think are relevant including social and/or ethical issues (if relevant)

Part 3: Segmentation, Targeting and Positioning (STP)
• What base(s) of segmentation you have used and why?
• Include size, geo-demographic, psychographic etc.
• Summarise the profile and persona of your target market and, if not a completely new product, how is the target market different from the segment(s) targeted in the past?
• Include a statement that identifies why your target market should buy your improved product or service- i.e. what benefits it now offers and what problems it solves?

Part 4: Your Recommended Extended Marketing Mix (given your analysis above)
Traditional marketing mix elements:
• Product (include, for example branding and packaging and service quality)
• Pricing Strategy
• Promotional Strategy including Digital Media
• Channel or Distribution Strategy
Services marketing mix elements (where appropriate):
• Process
• Physical evidence (e.g. including essential and peripheral evidence, servicescape etc.)
• People (including role of customer in the value creation process as well as employees and/or relationship marketing challenges)

Part 5 A discussion of Implementation Issues
This section should discuss issues related to implementation such as co-ordination between different departments and the role of internal marketing, as well as resources and capabilities required to implement your chosen marketing strategy.