5.2 Critically discuss the need for integration between the brand pyramid, the brand’s positioning and brand management.

  
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Strategic Marketing 

OTHM LEVEL 8 DIPLOMA IN STRATEGIC MANAGEMENT AND LEADERSHIP PRACTICE SPECIFICATION

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Unit Reference Number

Y/616/2732

Unit Title

Strategic Marketing

Unit Level

7

Number of Credits

20

Total Qualification Time (TQT)

200 Hours

Guided Learning Hours (GLH)

100 Hours

Mandatory / Optional

Optional

Sector Subject Area (SSA)

15.3 Business Management

Unit Grading Structure

Pass / Fail


Unit Aims
The aim of this unit is to develop learners’ understanding of the concepts, methods and technical aspects of strategic marketing and the challenges associated with marketing in today’s business environment, including how a strategy combines product development, promotion, distribution, pricing, relationship management and other elements.

Learning Outcomes, Assessment Criteria and Indicative Content

Learning Outcomes – the learner will:

Assessment Criteria – the learner can:

Indicative content

1. Be able to critically analyse the principles of strategic marketing and the role of digital technologies.

1.1 Critically evaluate the nature and purpose of strategic marketing in an organisation.
1.2 Critically analyse and apply different marketing concepts in a range of organisational contexts.
1.3 Explain the processes involved in strategic marketing.

Critically discuss the nature and purpose of strategic marketing in an organisation: strategic marketing e.g. definition, concepts, aims, objectives, importance; the interrelationships between strategic marketing and business organisation; emergence and

importance of digital and online marketing.

Analysis and application of different marketing concepts in different organisational  contexts: strategic marketing concepts  of  Philip  Kotler,  Peter  Doyle,  Hugh Davidson, Malcolm McDonald and others; strategic marketing features; attachments with corporate strategies as defined by Michael Porter; organizational structures; dynamic strategies as featured by Carpenters and Sanders; attachments with mission statements; ethics and corporate responsibilities; knowledge management systems; systematic approaches, necessities of strategic marketing in an organisation; activity integration, scheduling and sequencing; resource demands; time scaling; control and monitoring elements.

Explanation of the processes involved in strategic marketing:

the definition, role and importance of process in strategic marketing; planning processes of strategic marketing with contributions or Malcolm McDonald and Peter Doyle; strategic marketing analysis; factor analysis; option evaluation; objective setting of marketing strategy; perceptual mapping; choice; control; formulation; implementation.

Developing SMART strategic marketing objectives for an organisation: situation analysis of market, industry and organisation environment; conduct and performance; SMART (specific, measurable, achievable, realistic and time bound); portfolio analysis techniques: Ansoff matrix, BCG matrix, Product Life Cycle model; Porter’s Five Forces model; PEST (political, economic, social, technological) analysis; marketing audit.

2. Be able to apply tools for analysing the business environment in strategic marketing.

2.1 Develop SMART strategic marketing objectives for an organisation.
2.2 Critically review the external and competitive environment in which an organisational performs.
2.3 Draw conclusions about the internal and stakeholder environment in which an organisational performs.

3. Be able to carry out market segmentation, targeting and brand positioning.

3.1 Critically explore market segments for an organisational context.
3.2 Evaluate targeted segments for an organisational context.
3.3 Design a differentiated brand position for targeted segments for an organisational context.

4. Be able to apply the integrated marketing mix in an organisation.

4.1 Evaluate the significance of the integrated marketing mix for an organisational context.
4.2 Design an effective marketing mix for an organisational context.
4.3 Critically analyse the relationship between the product lifecycle and the marketing mix for an organisational context.

5. Be able to critically analyse brands in a business context.

5.1 Critically analyse the nature of brands and the significance of branding.
5.2 Critically discuss the need for integration between the brand pyramid, the brand’s positioning and brand management.
5.3 Demonstrate how branding is used to strengthen a business or product.


Assessment
To achieve a pass for this unit, learners must provide evidence to demonstrate that they  have fulfilled all the learning outcomes and meet the standards specified by all assessment criteria.

Learning Outcomes to be met

Assessment Criteria to be covered

Assessment type

Word count approx. length)

All 1 to 5

All ACs under LO 1 to 5

Coursework

4500 words


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