Strategic Marketing Management Learning Outcomes Assessment Criteria (AC) LO 1 TASK 1 Understand the principles of strategic marketing management 1.1 - discuss the role of strategic marketing in an organization 1.2 - explain the processes involved in strategic marketing 1.3 evaluate the links between strategic marketing and corporate strategy LO 2 Understand the tools used to develop a strategic marketing strategy 2.1 - assess the value of models used in strategic marketing planning 2.2 - discuss the links between strategic positioning and marketing tactics 2.3 - analyse the merits of relationship marketing in a given strategic marketing strategy Learning Outcome 1: Understand the principles of strategic marketing management  AC 1.1: Discuss the role of strategic marketing in an organization.  AC 1.2: Explain the processes involved in strategic marketing.  AC 1.3: Evaluate the links between strategic marketing and corporate strategy. The above report should include the following: 1. Executive Summary 2. Introduction of the Chosen Organization 3. Discuss the role of strategic marketing, the marketing process involved and evaluates how the marketing strategies can be linked to the corporate strategy of the chosen organization. (AC 1.1, 1.2, 1.3) For AC1.1, learners need to show that they understand the difference between strategic and tactical marketing. They need to use established models and definitions to develop their discussion. For AC1.2, learners will be expected to understand and explain the processes involved in strategic marketing. This will involve looking at a range of processes and learners may wish to draw on their own experiences in the workplace to amplify their points. For AC1.3, learners are expected to understand that the process of strategic marketing does not take place in a vacuum. They will need to show that they can evaluate the links between strategic marketing and corporate strategy and provide examples of those links. Learning Outcome 2: Understand the tools used to develop a strategic marketing strategy  AC 2.1: Assess the value of models used in strategic marketing planning.  AC 2.2: Discuss the links between strategic positioning and marketing tactics.  AC 2.3: Analyze the merits of relationship marketing in a given strategic marketing strategy. For AC 2.1, Assess the value of and discuss at least two models/techniques. The report should include at least one model among (Porter's Model, SWOT Analysis, PEST or STEEPLE) and at least one technique among (BCG Matrix, Ansoff Matrix and Product Life Cycle Model). (AC 2.1) For AC 2.2, Discuss the STP (Segmentation, Targeting and Positioning) options and explain how they can be linked to the proposed marketing tactics. For AC 2.3, For the proposed marketing strategy, analyse the benefits of relationship marketing. Conclusions and recommendations. References (Adhering to Harvard Referencing Format) The report shall not exceed 5000 words and should include relevant examples and illustrations. LO 3 TASK 2 PowerPoint presentation Be able to use strategic marketing Techniques 3.1 - use appropriate marketing techniques to ascertain growth opportunities in a market 3.2 - plan how to use marketing strategy options in a market PowerPoint presentation 3.3 - create appropriate strategic marketing objectives for a market PowerPoint presentation LO 4 Be able to respond to changes in the marketing environment 4.1 - report on the impact of changes in the external environment on a marketing strategy PowerPoint presentation 4.2 - conduct an internal analysis to identify current strengths and weaknesses in a marketing strategy PowerPoint presentation 4.3 - propose strategic marketing responses to key emerging themes in a marketing strategy PowerPoint presentation Assignment Task 2: Read the following Scenario, and then prepare the PowerPoint Presentation as per the guidelines. Scenario: Using your own organization or selecting an organization you are familiar with, use strategic marketing techniques and create appropriate marketing objectives for a defined market, showing how they would respond to changes in the marketing environment. Prepare a PowerPoint Presentation and Present in the Class on a mutually agreed date and time with the Assessor during one of the scheduled classes. The Presentation in a PowerPoint file should be submitted along with the report for Task-1. The Presentation should include: Learning Outcome 3: Be able to use strategic marketing techniques  AC 3.1: Use appropriate marketing techniques to ascertain growth opportunities in a market  AC 3.2: Plan how to use marketing strategy options in a market  AC 3.3: Create appropriate strategic marketing objectives for a market. Learning Outcome 4: Be able to respond to changes in the marketing environment  AC 4.1: Report on the impact of changes in the external environment on a marketing strategy  AC 4.2: Conduct an internal analysis to identify current strengths and weaknesses in a marketing strategy  AC 4.3 Propose strategic marketing responses to key emerging themes in a marketing strategy Brief introduction of the Organization For AC 3.1, Research and ascertain growth opportunities for the organization in a specific market. For AC 3.2, Plan how to use Marketing Strategy Options for the specific market chosen. For AC 3.3, Create appropriate Strategic Marketing Objectives for the specific chosen market. For AC 4.1 and 4.2, Discuss on impact of changes in external environment and conduct an internal analysis and analyze the respective impact on the marketing strategies identified earlier for the specific chosen market. For AC 4.3, Identify key local, national and global emerging marketing themes and propose marketing responses for these themes. Conclusion