Learning outcomes

Assessment criteria

1 Understand the principles of strategic

marketing management

1.1 discuss the role of strategic

marketing in an organisation

1.2 explain the processes involved in

strategic marketing

1.3 evaluate the links between

strategic marketing and corporate

strategy

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

3 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

3.3 create appropriate strategic

marketing objectives for a market

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

4.2 conduct an internal analysis to

identify current strengths and

weaknesses in a marketing

strategy

4.3 propose strategic marketing

responses to key emerging themes

in a marketing strategy