Unit Aims
The aim of this unit is to develop learners’ understanding of up-to-date knowledge of the business environment, competitive dynamics and know how to integrate marketing strategy into an overall business strategy. The module provides a comprehensive examination of all the major components of marketing strategies marketing and their integration into organisations for continued success in highly competitive markets.
Learning Outcomes –
the learner will:
Assessment Criteria –
the learner can:
1. Understand the principles of
strategic marketing
management.
1.1 Examine the role of strategic marketing in an organisation.
1.2 Analyse the processes involved in strategic marketing.
1.3 Evaluate the links between strategic marketing and corporate strategy.
1.4 Analyse the merits of relationship marketing in a given strategic marketing strategy.
2. Understand the key innovative business drivers for organisational success.
2.1 Evaluate the relevance of the organisation’s mission and values in a dynamic environment.
2.2 Assess the current and potential role technological innovations have on influencing organisational success.
2.3 Analyse the process of creativity and innovation in an organisation by its drivers and barriers.
2.4 Evaluate how organisational structures, processes and operations underpin strategy in a changing environment.
3. Understand the models and process of analysing business environment and design of Strategic marketing in different
contexts.
3.1 Compare and contrast tools to undertake external and internal environmental analysis and find opportunities and threats in order to plan for strategic marketing.
3.2 Examine the links between competitive strategic positioning and marketing tactics.
3.3 Justify appropriate strategic marketing objectives for
a market.
3.4 Evaluate a strategic marketing response to key emerging themes in a marketing strategy in different contexts.
4. Understand the process of implementation of Strategic
marketing in different contexts.
4.1 Examine the segments, targets, and brand positioning for a product or service at an organisation.
4.2 Justify an effective integrated marketing mix in line with the choice of marketing strategy.
4.3 Evaluate key proposed key performance indicators for an effective marketing strategy and marketing plan.
Scenario
You are required to base your paper on Choueiri Group http://www.choueirigroup.com/.
You have been recruited as a National Head of Sales and Marketing by the organisation.
The Board of Directors want to develop a new marketing strategy for success in the contemporary changing competitive and national business environment.
The Board of Directors have assigned you to develop a Strategic Marketing report and implement a marketing strategy and programme with the following tasks.
Task 1 of 2 – Strategic Marketing Presentation and Speaker notes
(ACs 1.1, 1.2, 1.3, 1.4)
Instructions
You are instructed to create a presentation file to present to the Board of Directors.
You will need explain the role, significance, and process of an integrated Strategic Marketing
strategy in the organisational success. You will provide speaker notes at the end of the session. Each task must be answered with examples, conceptual application and analysis using examples from your organisation.
Develop and prepare a presentation that will address the following:
1. Examine the role of strategic marketing in the chosen organisation.
2. Analyse the processes involved in strategic marketing at the chosen organisation.
3. Evaluate the links between strategic marketing and corporate strategy at the chosen organisation.
4. Analyse the merits of relationship marketing in a given strategic marketing strategy at the chosen organisation.
Delivery and submission:
• 1x 10 minute Presentation file with references
• 1x set of speaker notes supporting each slide 500 words excluding diagrams, references etc
Task 2 of 2 – A Strategic Marketing Report
Instructions
You are tasked with developing and implementing a marketing strategy and programme for Choueiri Group http://www.choueirigroup.com/.
Each task must be answered with the application of appropriate strategic marketing theories and models, using suitable examples, analysis, and evaluation of arguments relevant to your
chosen organisation.
The following points need to be addressed when preparing the report:
Section A (ACs 2.1, 2.2, 2.3, 2.4)
1. Evaluate the relevance of the organisation’s mission and values in a dynamic environment for the chosen organisation.
2. Assess the current and potential role technological innovations have on influencing the organisational success.
3. Analyse the process of creativity and innovation in the chosen organisation by its drivers and barriers.
4. Evaluate how organisational structures, processes, and operations underpin strategy in a changing environment at the chosen organisation.
Section B (ACs 3.1, 3.2, 3.3, 3.4)
1. Compare and contrast tools to undertake external and internal environmental analysis and find opportunities and threats to plan for strategic marketing for the chosen organisation.
2. Examine the links between competitive strategic positioning and marketing tactics at the chosen organisation.
3. Justify appropriate strategic marketing objectives for a market for the chosen organisation.
4. Evaluate a strategic marketing response to key emerging themes in a marketing strategy in different contexts for the chosen organisation.
Section C (ACs 4.1, 4.2, 4.3)
1. Develop and Examine the segments, targets, and brand positioning for a product or service at the chosen organisation.
2. Justify an effective integrated marketing mix in line with the choice of the marketing strategy for the chosen organisation
3. Evaluate key proposed key performance indicators for an effective marketing strategy and marketing plan for the chosen organisation
Delivery:
• 1x Report
Submission:
• 1x Report – 4000 words excluding TOC, diagrams, references and appendices
Referencing:
• You should use and cite a range of academic and reliable sources.
• A comprehensive Harvard style reference list must be included at the end of the
work.
Evidence to be submitted:
• Presentation file with references
• Presentation speaker notes – 500 words
• Report – 4000 words
MAKE SURE THAT WHATEVER IS WRITTEN IS CUSTOMIZED TO THE SPECIFIC ORGANIZATION, please.
