Strategic marketing

Strategic Marketing Unit Title Strategic Marketing

Unit Reference Number K/616/3030

Unit Level Level 5

Assessor

Date issued

Hand in Date

Unit Grading Structure Pass

Assessment Guidance To achieve this unit, learners must achieve the learning outcomes and meet the standards specified by all assessment criteria for the unit.

L O

LO Description A C

AC Description

1 Understand the principles of marketing and its role in business practice.

1. 1

Evaluate the role of marketing in an organisation.

1. 2

Analyse the relationship between corporate strategy and marketing strategy.

1. 3

Explain how marketing strategy is developed.

2 Be able to evaluate approaches to marketing analysis.

2. 1

Evaluate various approaches to internal environmental analysis.

2. 2

Evaluate various approaches to external environmental analysis.

2. 3

Explain how internal and external analyses can be integrated to devise strategic alternatives.

3 Be able to apply strategic marketing decisions and choices.

3. 1

Justify decisions and choices to be made at a corporate level.

3. 2

Assess how these decisions influence marketing at business unit and functional level.

3. 3

Evaluate approaches to competitive positioning of businesses.

4 Be able to evaluate the use of marketing strategies for competitive advantage.

4. 1

Summarise a range of strategies that can contribute to competitive advantage.

4. 2

Assess marketing strategies, their application and implementation for an organisation.

4. 3

Evaluate marketing strategies for an organisation.

ASSIGNMENT BRIEFS | SEPTEMBER 2021 12 Scenario

You are employed at Marketing Trooper, a consulting firm that specialises in Strategic Marketing. You are part of the sales team and you have contacted CraftSupplies, a company specialising in Art and Craft Supplies.

Task 1 of 3 - Presentation (ACs 1.1, 1.2, 1.3, 3.3, 4.1, 4.2 & 4.3)

Instructions

CraftSupplies are interested in setting up a new marketing campaign to increase sales and have asked you to prepare a presentation for the Board of Directors and the Senior Management Team.

You will need to cover the following topics in your presentation: • Explain the role of marketing to an organisation and what the relationship is between

marketing strategy and corporate strategy. • Describe how a marketing strategy can lead to competitive advantages, and the type of

competitive positioning an organisation can adopt • Explain how a marketing strategy is developed. • Discuss marketing’s role in the competitive positioning of the business. • Evaluate a range of marketing strategies that can contribute to organisation’s competitive advantage.

Delivery and Submission • 1 x Presentation file with speaker notes and executive summary – (1000 words) excluding

TOC, diagrams, references and appendices. • You can use PowerPoint, Prezi or any other suitable template.

Task 2 of 3 - Brochure (ACs 2.1, 2.2 & 2.3)

Instructions

You are going produce a brochure detailing your services as a marketing firm. Your firm’s strongest point is conducting market research and your brochure should have 3 sections.

• Section A covering the various approaches to internal environmental analysis • Section B covering various approaches to external environmental analysis • Section C covering how internal and external analysis can be used to decide on strategic marketing options

Please include a short note in the brochure to explain that different approaches will be priced at different levels.

Delivery and Submission • 1 x Brochure - (1000 words) excluding TOC, diagrams, references and appendices.

ASSIGNMENT BRIEFS | SEPTEMBER 2021 13 Task 3 of 3 - Individual Blog Entry (ACs 3.1 & 3.2)

Instructions

In addition to your service, your company has its own blog and you have been asked to write an individual blog post. You should read the business section of a newspaper and write a blog entry reviewing at least 3 strategic marketing decisions made at corporate level, weighing their pros and cons. You are also asked to evaluate approaches to competitive positioning of businesses. Finally, you should also reflect on how strategic marketing decisions influence marketing at lower levels within the organisations. Your blog reflection must be backed up by theory which must be appropriately referenced.

Delivery and Submission • 1x Blog entry (1000 words) excluding TOC, diagrams, references and appendices.

Referencing: • Each section must reflect any supporting Harvard style citations. • A comprehensive Harvard style reference list must be included at the end of the work.

Evidence to be submitted: • Presentation file and Executive Summary – 1000 words • Brochure – 1000 words • Blog – 1000 words

ASSIGNMENT BRIEFS | SEPTEMBER 2021 14