Learning Outcomes
LO 1: Understand the principles of strategic marketing management
Assessment Criteria (AC):
1.1Discuss the role of strategic marketing in an organization
1.2 Explain the processes involved in strategic marketing
1.3 Evaluate the links between strategic marketing and corporate strategy
LO 2: Understand the tools used to develop a strategic marketing strategy
Assessment Criteria (AC):
2.1Assess the value of models used in strategic marketing planning
2.2Discuss the links between strategic positioning and marketing tactics
2.3 Analyse the merits of relationship marketing in a given strategic marketing strategy
LO 3: Be able to use strategic marketing techniques
Assessment Criteria (AC):
3.1Use appropriate marketing techniques to ascertain growth opportunities in a market
3.2Plan how to use marketing strategy options in a market
3.3 Create appropriate strategic marketing objectives for a market
LO 4:Be able to respond to changes in the marketing environment
Assessment Criteria (AC):
4.1Report on the impact of changes in the external environment on a marketing strategy
4.2 Conduct an internal analysis to identify current strengths and weaknesses in a marketing strategy
4.3 Propose strategic marketing responses to key emerging themes in a marketing strategy.
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Scenario: Choose an organization (either the one you are working with or any other organization of your choice) and assume that you are the marketing manager of the chosen organization. You have been asked to write a report, to be presented to the board of directors, on how a strategic marketing plan should be developed and managed in the organization.
Note: Choose a specific product / for your chosen organization. If your chosen organization has (n) products or services, it is enough you prepare the report based on a specific product/service among them of your choice.
The report should include the following:
1.Introduction of the Chosen Organization
2.Explain the role of strategic marketing, the marketing process involved, and evaluate how the marketing strategies can be linked to the corporate strategy of the chosen organization.
3.Discuss and assess the value of two models that contributes to strategic marketing planning. The report should include a discussion and assessment of Porter’s Five Forces Model and PESTLE Analysis).
4.Discuss the STP (Segmentation, Targeting, and Positioning) options and explain how they can be linked to the proposed marketing tactics.
5.For the proposed strategic marketing strategy, analyze the benefits of relationship marketing.
6.Critically evaluate and ascertain growth opportunities for the organization in a specific market using Ansoff Matrix.
7.Plan how to use Marketing Strategy Options for the specific market chosen using BCG Matrix.
8.Create appropriate Strategic Marketing Objectives for the specific chosen market.
9.Conduct an internal analysis to identify current strengths and weaknesses in the existing marketing strategy of the chosen organization. In addition, report on the impact of changes in the external environment on the marketing strategy. (Both internal and external analysis can be conducted using the SWOT tool).
10.Identify key local, national, and global emerging marketing themes and propose marketing responses for this theme
