1.1 Analyse concepts underpinning strategic marketing in business practice

Learning Outcomes

Assessment Criteria

The learner will:

The learner can:

1. Understand the strategic management of marketing activities

1.1 Analyse concepts underpinning strategic marketing in business practice

1.2 Assess the scope of strategic marketing activities and how they affect a business

1.3 Evaluate the relationship between the marketing and other business functions

1.4 Analyse the planning principles involved in developing a marketing strategy

1.5 Analyse a range of tools to evaluate a strategic marketing plan

1.6 Explain the advantages and limitations of a range of marketing strategies

2. Be able to evaluate a market

2.1 Evaluate existing and potential markets against agreed strategic criteria

2.2 Identify features of actual and potential offerings through an evaluation of competitors’ products and/or services

3. Be able to develop a marketing communications strategy and plan

3.1 Evaluate a range of marketing communications frameworks

3.2 Define marketing messages that are consistent with strategic objectives, organisational culture and values

3.3 Specify communications media that are likely to reach the identified target customers

3.4 Integrate marketing communications within operational processes

priorities

4.3 Monitor the performance of products and/or services and subcontractors against agreed success criteria

4.4 Adapt marketing strategies, plans and activities in the light of feedback and/or changing circumstances