Managing Marketing Strategy

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Managing Marketing Strategy 

1.    Understand concepts of marketing strategy

1.1  Define marketing strategy

1.2  Explain the role and scope of strategic marketing and it differs from tactical marketing

1.3  Describe the stages of a strategic marketing planning process

1.4  Evaluate marketing philosophies and their impact on strategic marketing development including:

·      social responsibility

·      societal

·      ethical

1.5 Explain the importance of marketing orientation

1.6 Identify the factors that businesses may orientate their marketing around

1.7 Explain how to create a marketing culture throughout the organisation

2. Understand the importance of strategic marketing analysis and research and the influence of the global business environment

2.1 Assess the importance of and methods for monitoring and analysing the external marketing environments

2.2 Explain the importance of evaluating the internal environment and the needs of the various stakeholders

2.3 Explain how to evaluate customers and the competitive forces that impact on the strategic marketing plan

2.4 Explain how strategic marketing information is collected, analysed and distributed

3. Understand ways that organisations determine their strategic direction

3.1 Explain the functions of a vision, mission statement, goals, and objectives

3.2 Explain the importance of flexibility in strategic marketing plans

3.3 Explain and evaluate the strategic options available to organisations to achieve their strategic direction

4. Understand how strategic marketing plans are implemented, measured and controlled

4.1 Explain and evaluate the use of segmentation, targeting and positioning

4.2 Evaluate the role of the marketing mix in the strategic marketing plan and explain its application in practice

4.3Define branding and evaluate its purpose, value and merits in strategic marketing management

4.4 Evaluate the importance of services in strategic marketing

4.5 Evaluate the issues and challenges associated with implementing, measuring and controlling strategic marketing plans

4.6 Assess the role of other functions in the implementation of marketing strategy

4.7 Explain the importance of an organisational structure consistent with effective strategic marketing planning

5. Understand the application of strategic marketing to a range of business contexts including the small to medium-sized sector

5.1 Evaluate the characteristics of large and small businesses which affect the strategic marketing strategy

5.2 Evaluate the role small businesses play in developed and developing economies

5.3 Evaluate the suitability of the key strategic marketing theories and models to businesses within the small to medium-sized sector

5.4 Assess the relevance of strategic marketing across all sectors of business

6. Understand the impact of technology on strategic marketing

6.1 Evaluate the role of information technology in strategic marketing management and practice

6.2 Explain how the strategic marketer can use technology to gain competitive advantage and/or reduce the competitive disadvantage.

This course is an accredited unit from level six diploma in business management.