Strategic Marketing Management Assessment After completing the module you should be able to: LO1Understand the principles of strategic marketing management LO2 Understand the tools used to develop a strategic marketing strategy LO3 Be able to use strategic marketing techniques LO4 Be able to respond to changes in the marketing environment   Assignment Task Task 1 Discuss the role that strategic marketing may play in an organisation, explaining the processes involved in strategic marketing as you do this. (Assessment Criteria 1.1,1.2) With reference to an organisation with which you are familiar, evaluate the links between its strategicmarketing and corporate strategy and assess the value of different models to its strategic marketing. (Assessment Criteria 1.3, 2.1) Task 2 Explain what is meant by positioning within strategic marketing, describe a particular form of positioning that you feel is pursued by an organisation with which you are familiar and discussa range of marketing tactics that might be used by the organisation to establish and reinforce that positioning. (Assessment Criterion 2.2) Relationship marketing takes a longer term view of customer relations than do more traditional approaches to marketing. Analyse the merits of relationship marketing within a particular marketing strategy. (Assessment Criterion 2.3) Task 3 Identify a number of key factors and trends in the external environment of an organisation with which you are familiar. Describe the behaviour of these over time and ascertain possible growth opportunities that this suggests may exist for the organisation. (Assessment Criterion 3.1) Propose a strategic marketing response to the key themes emerging from your analysis above and create a small number of strategic marketing objectives consistent with that strategic marketing response. (Assessment Criteria 4.3, 3.3) In terms of one of the strategic marketing objectives, which you presented above,plan a number of different options by which the organisation might achieve it. (Assessment Criterion 3.2) Task 4 Discuss or report on the effect that any major changes in the trends over time identified in task 3 would be expected to have on the marketing strategy of the organisation concerned. (Assessment Criterion 4.1) Conduct an internal analysis of the organisationto identify its current strengths and weaknesses in terms of its ability to implement such a changed marketing strategy. (Assessment Criterion4.2) Formative Feedback Opportunity Students will be given the opportunity to receive formative feedback during the 'assignment workshop' sessions for this module. Student Guidelines 1. You should write this assignment in essay format with a separate essay being submitted for each task.No paragraph numbering or headings or sub-headings are required. Simply try and write your answers in a well structured, logically sensible way with one point leading on to the next. It is also good to split your work into paragraphs that each deal with one topic or area of argument 2. You must ensure that the submitted assignment is all your own work and that all sources used are correctly attributed. Penalties apply to assignments which show evidence of academic unfair practice. (See the Student Handbook which is in the Induction Area). Please also refer to the ‘Guide to Unfair Practice in Assessment’ on the module page on ilearn. 3. You MUST underpin your analysis and evaluation of the key issues with appropriate and wide ranging academic research and ensure this is referenced using the Bournemouth University(BU) Harvard system. The ‘My Study Skills’area contains the following useful resources; Study Skills Guide (containing a BU Harvard Referencing section) and a BU Harvard Referencing Interactive Tutorial. You must use the BU Harvard Referencing method in your assignment. 4. You should use diagrams and tables of figures where appropriate ensuring to reference their source using the BU Harvard Referencing method. 5. You are required to write your assignment within4,000 words in order for your research and summarising skills to be developed, and for effective time management. You are required to ensure that the assignment addresses all of the assessment tasks. In the interests of good academic practice, an assignment submitted with an excessive word count (i.e. more than 10% in excess of the limit) will be returned to you. You will be given a maximum of 48 hours to edit the work to reduce the word count to the permitted maximum. In the event that the submission is still regarded as excessively long then, in line with advice received from Pearson, we will be unable to accept it for marking and you will receive a Refer grade for Non-Submission. The word count excludes the title page, reference list and appendices. Where assessment questions have been reprinted from the assessment brief these will also be excluded from the word count. ALL other printed words ARE included in the word count. Printed words include those contained within charts and tables. 6. Your assignment should be submitted as a single document. For more information please see the “Guide to Submitting an Assignment” document available on the module page on iLearn.   Recommended Additional Resources Textbooks Best, R. J. (2009) Market Based Management: Strategies for Growing Customer Value and Profitability, 5th Edition Prentice Hall Hastings, H. and Saperstein, J. (2007) Improve Your Marketing to Grow Your Business, Wharton School Publishing Kotler, P. and Keller, K. L. (2011) A Framework for Marketing Management, 5th ed. Pearson Armstrong, G. and Kotler, P. (2015) Marketing; An introduction, 12th ed. Pearson Kotler, P. and Keller, K. L. (2012) Marketing Management, 14th ed Pearson Online ‘library’ resource available via ilearn EBSCO Business Source Complete – Baker,M.J. and Hart, S.( eds.) (2008) The Marketing Book, 6th ed. Butterworth-Heinemann MyiLibrary – Brassington, F and Pettitt,S. (2013) Essentials of Marketing, 3rd ed. Pearson Kotler, P. and Armstrong, G. (2014) Principles of Marketing, Pearson Hollensen, S. ( 2011) Marketing Management,FT-Prentice Hall Fill, C. ( 2013) Marketing Communications, Pearson Additional References Hollensen, S. (2010) MarketingManagement: ARelationship Approach 2nd ed. FT-Prentice Hall Hooley G, Saunders J, Piercy N F and Nicoulaud B (2007) Marketing Strategy andCompetitive Positioning, 4th Edition,FT-Prentice Hall McDonald M (2007) Malcolm McDonald on Marketing Planning: Understanding MarketingPlans and Strategy, 6th ed. Butterworth-Heinemann Piercy, N.F. (2009) Market-LedStrategicChange, 4th ed.Butterworth-Heinemann Journals European Journal of Marketing (Emerald) International Journal of Research in Marketing (Elsevier) The Journal of Customer Behaviour (Westburn Publishers Ltd) Journal of Interactive Marketing (Elsevier) Journal of Marketing Communications (Routledge) Journal of Strategic Marketing (Routledge) The Marketing Review (Westburn Publishers Ltd) Websites www.businessballs.comManagement learning resources andarticles and links on strategicmarketingmanagement www.ama.org American Marketing Association –marketing articles www.cim.co.uk/ Marketing library resources   Assessment Criteria for Pass To achieve a pass you must meet all of the assessment criteria as stated below. Failure to cover all of the assessment criteria will result in a referral grade and you will be required to re-submit your assignment. Further guidance on completion of your assignment can be found in the guidance notes which are posted on the group learning space by your module tutor. For additional support please post questions onto the group learning space, or [email protected] Learning Outcomes/ Assessment Criteria Criteria Met For tutor use (you may wish to use this in your preparation for your assignment submission) LO1 Understand the principles of strategic marketing management 1.1 discuss the role of strategic marketing in an organisation Task 1 1.2 explain the processes involved in strategic marketing Task 1 1.3 evaluate the links between strategic marketing and corporate strategy Task 1 LO2 Understand the tools used to develop a strategic marketing strategy 2.1 assess the value of models used in strategic marketing planning Task 1 2.2 discuss the links between strategic positioning and marketing tactics Task 2 2.3 analyse the merits of relationship marketing in a given strategic marketing strategy Task 2 LO3 Be able to use strategic marketing techniques 3.1 use appropriate marketing techniques to ascertain growth opportunities in a market Task 3 3.2 plan how to use marketing strategy options in a market Task 3 3.3 create appropriate strategic marketing objectives for a market Task 3 LO4 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 Task 3 4.2 conduct an internal analysis to identify current strengths and weaknesses in a marketing strategy Task 4 4.3 propose strategic marketing responses to key emerging themes in a marketing strategy Task 3