Learning Outcomes

LO 1: Understand the principles of strategic marketing management

Assessment Criteria (AC):

1.1Discuss 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

Assessment Criteria (AC):

2.1Assess the value of models used in strategic marketing planning
2.2Discuss the links between strategic positioning and marketing tactics
2.3 Analyse the merits of relationship marketing in a given strategic marketing strategy

LO 3: Be able to use strategic marketing techniques

Assessment Criteria (AC):

3.1Use appropriate marketing techniques to ascertain growth opportunities in a market
3.2Plan how to use marketing strategy options in a market
3.3 Create appropriate strategic marketing objectives for a market

LO 4:Be able to respond to changes in the marketing environment

Assessment Criteria (AC):

4.1Report 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.