Criteria referenceTo 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 organisationUnderstand 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 marketingUnderstand and discuss: 1. The strategic marketing planning processes 2. Approaches to strategic planning . 3 evaluate the links between Strategic marketing and corporate strategyUnderstand 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 planningUnderstand 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. discuss the links between strategic positioning and marketing tacticsUnderstand 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 strategyUnderstand 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 marketUnderstand and discuss : 1. Setting marketing objectives and strategy , 2. Segmenting the market 3. Targeting 4. Positioning 3. 2 plan how to use marketing strategy options in a marketUnderstand and discuss : 1. Porter’s generic strategies 2. Core competencies and competitive advantage 3. General Electric Model or Shell directional matrix 4. Market positioning 3. 3 create appropriate strategic marketing objectives for a marketUnderstand and discuss : 1.
Marketing mix – 7 Ps (Product, Price, Place, Promotion, People, Process, Physical evidence) 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 strategyUnderstand and discuss : The changes and impact of 1. Customer demand 2. Globalization 3. Technology 4. Organizational accountability 5. Importance of customer service 6. Erosion of brands 4. 2 conduct an internal analysis to identify current strengths and weaknesses in a marketing strategyUnderstand and discuss : 1.