Strategic Marketing Management
Criteria reference To achieve the criteria the evidence must show that the student is able to:
LO1 Understand the principles of strategic marketing management
1.1 discuss the role of strategic marketing in an organisation Understand and discuss:
1. The key definition of strategic marketing
2. The role and importance of strategic marketing
3. The key strategic marketing concepts and activities in the organisation
1.2 explain the processes involved in strategic marketing Understand and discuss:
1. The strategic marketing planning processes
2. Approaches to strategic planning
1.3 evaluate the links between Strategic marketing and corporate strategy Understand and discuss :
1. Nature of strategy and marketing
2. Links to corporate strategy, mission statements, organizational structure, corporate responsibility and ethics
LO2 Understand the tools used to develop a strategic marketing strategy
2.1 assess the value of models used in strategic marketing planning Understand and discuss :
1. Models used to develop the strategic marketing strategy, such as Porter’s 5 forces, SWOT, STEEPLE, BCG matrix and Ansoff matrix
2.2 discuss the links between strategic positioning and marketing tactics Understand and discuss :
1. The nature of strategic marketing position and tactics
2. When strategic plans are put into operation
3. How tactics are related to the strategic positioning
2.3 analyse the merits of relationship marketing in a given strategic marketing strategy Understand and discuss :
1. The nature of relationship marketing
2. Place of relationship marketing in a strategic marketing plan
3. Merits of using this technique
LO3 Be able to use strategic marketing
Techniques
3.1 use appropriate marketing techniques to ascertain growth opportunities in a market Understand and discuss :
1. Setting marketing objectives and strategy ,
2. Segmenting the market
3. Targeting
4. Positioning
3.2 plan how to use
LO1 Understand the principles of strategic marketing management
1.1 discuss the role of strategic marketing in an organisation Understand and discuss:
1. The key definition of strategic marketing
2. The role and importance of strategic marketing
3. The key strategic marketing concepts and activities in the organisation
1.2 explain the processes involved in strategic marketing Understand and discuss:
1. The strategic marketing planning processes
2. Approaches to strategic planning
1.3 evaluate the links between Strategic marketing and corporate strategy Understand and discuss :
1. Nature of strategy and marketing
2. Links to corporate strategy, mission statements, organizational structure, corporate responsibility and ethics
LO2 Understand the tools used to develop a strategic marketing strategy
2.1 assess the value of models used in strategic marketing planning Understand and discuss :
1. Models used to develop the strategic marketing strategy, such as Porter’s 5 forces, SWOT, STEEPLE, BCG matrix and Ansoff matrix
2.2 discuss the links between strategic positioning and marketing tactics Understand and discuss :
1. The nature of strategic marketing position and tactics
2. When strategic plans are put into operation
3. How tactics are related to the strategic positioning
2.3 analyse the merits of relationship marketing in a given strategic marketing strategy Understand and discuss :
1. The nature of relationship marketing
2. Place of relationship marketing in a strategic marketing plan
3. Merits of using this technique
LO3 Be able to use strategic marketing
Techniques
3.1 use appropriate marketing techniques to ascertain growth opportunities in a market Understand and discuss :
1. Setting marketing objectives and strategy ,
2. Segmenting the market
3. Targeting
4. Positioning
3.2 plan how to use