Assignment title Developing and Managing a Strategic Marketing Plan
This assignment provides the learner with the understanding and skills to support active engagement in the process of strategic marketing management.
Scenario
You are the Marketing Manager of your company and you’ve been asked by the board of directors to come up with a Strategic Marketing Plan for the organisation 2016 however, the board has asked you to address the follow four Task.
Give a brief outline of your organization in terms of its background, products and markets (50-100 words)
Task 1: Understand the principles of strategic marketing management. (500 words)
(A.C.1.1) Using examples, discuss the role of strategic marketing in your organisation. . (link marketing to corporate strategy )& (use theory literature and link it with mission in the organization)
(A.C.1.2) explain the processes involved in strategic marketing. (you can use the pyramid in lesson one )
(A.C.1.3) evaluate the links between strategic marketing and corporate strategy. ( you can use the pyramid chart in lesson one with showing examples to be used )
Task 2: Understand the tools used to develop a strategic marketing strategy. (1000 words)
(A.C.2.1) assess the value of models used in strategic marketing planning. (Need marketing models )
(A.C.2.2) discuss the links between strategic positioning and marketing tactics. (select a model and explain it)
(A.C.2.3) analyse the merits of relationship marketing in a given strategic marketing strategy. (branding faces and how it related to customer ) & (the way the organization do business)
Task 3: Be able to use strategic marketing techniques. (1000 words)
(A.C.3.1) use appropriate marketing techniques to ascertain growth opportunities in a market. (Collected data)
(A.C.3.2) plan how to use marketing strategy options in a market.
(A.C.3.3) create appropriate strategic marketing objectives for a market.
Task 4: Be able to respond to changes in the marketing environment. (500 words)
(A.C.4.1) report on the impact of changes in the external environment on a marketing strategy. (identifying )
(A.C.4.2) conduct an internal analysis to identify current strengths and weaknesses in a marketing strategy. (SWOT analysis)
(A.C.4.3) propose strategic marketing responses to key emerging themes in a marketing strategy. (Challenges )
Grading
To gain a PASS grade student must satisfactorily cover the learning outcomes:
For assessment of this unit, learners will need to apply knowledge and understanding of strategic marketing management and research information and apply their knowledge to their selected organisation.
For AC1.1, learners need to show that they understand the difference between strategic and tactical marketing. They need to use established models and definitions to develop their discussion.
For AC1.2, learners will be expected to understand and explain the processes involved in strategic marketing. This will involve looking at a range of processes and learners may wish to draw on their own experiences in the workplace to amplify their points.
For AC1.3, learners are expected to understand that the process of strategic marketing does not take place in a vacuum. They will need to show that they can evaluate the links between strategic marketing and corporate strategy and provide examples of those links.
For AC2.1, learners need to research the models used in strategic planning. They will need to make judgements and assess the value of the models for strategic marketing planning.
For AC2.2, learners need to understand that when strategic plans are put into operation, day-to-day tactical decisions have to be made. In their discussion, they need to provide examples of how tactics are related to strategic positioning decisions.
For AC2.3, learners need to show that they understand the nature of relationship marketing. They need to discuss the place of relationship marketing in a strategic marketing plan and then analyse the merits of using this marketing technique.
For AC3.1, learners need to use a selected organisation to research and ascertain growth opportunities in a specific market. Evidence needs to be more than anecdotal and include real-time data to support the research, for example statistical data, current economic data, data from the organisation and data on markets.
For AC3.2, learners need to show that they understand the importance of marketing strategy options. They need to plan appropriate options and apply them to the organisational context they are using.
For AC3.3, learners need to pull all the strands of their learning together successfully to create appropriate strategic marketing objectives for their selected market. The objectives should follow logically from the research undertaken on the organisation and the selected market.
For AC4.1, learners need to research the current external environment. They need to report on the extent to which identified changes will impact on the marketing strategy for their selected organisation.
For AC4.2, learners need to look closely at their selected organisation. They need to conduct an internal analysis to identify current strengths and weaknesses in their marketing strategy as applied to their selected organisation.
For AC4.3, learners need to identify key emerging themes affecting their selected organisation. These could be local, national or global. They will need to apply their understanding and propose strategic marketing responses to these emerging themes.
Guidelines for the Assignment:
Use standard Arial font size 11.
Max 3000 words for the assignment . And you can use attached 4 lessons
Keep the head titles of the 4 tasks as it is.
Use 1.5 line spacing.
Have a 2.5 centimetre margin on the left hand side of the page and a 2 centimetre margin on the right hand side.
Include page numbers.
Headings: use 16 point Arial Bold for first level headings, and 14 point Arial Bold for second level headings. If a third level heading is required, use 12 point Arial Bold.
Attach a completed Statement and Confirmation of Own Work to the front of the paper copy of your assignment.
Organize referencing order and grouping as showed below and for used text books ISBN needed
The first page of your assignment should be a title page, which should also state your name, Edexcel BTEC ID number and the name of the Centre where you are studying.
Include a table of contents.
Start each task on a new page and include the question at the top of the page.
Ensure any diagrams, screen shots, PowerPoint slides, etc fit correctly on the page and are referenced, for example, Fig. 1, Fig. 2, etc.
Check spelling, grammar and punctuation.
You should also ensure that you proof read your document, because the above checks do not always pick up every mistake.
Use accurate Harvard referencing and include a bibliography.
Ensure you are aware of the word limit for the assignment ( 3000 word limit) and any regulations that apply if you exceed the word limit.
Include the total word count at the end of the assignment.
Note:
All work must be uploaded to the LMS together with your Declaration form and properly referenced. Make sure your plagiarism (turnitin) is 20%. max
Textbooks:
• Best R J – Market-based Management: Strategies for Growing Customer Value and Profitability, 5th Edition (Prentice Hall, 2009) ISBN 0132336537
• Chernev A – Strategic Marketing Management, 5th Edition (Brightstar Media, 2009) ISBN 0982512635
• Hastings H and Saperstein J – Improve Your Marketing to Grow Your Business (Wharton School Publishing, 2007) ISBN 0132331594
• Hooley G, Saunders J, Piercy N F and Nicoulaud B – Marketing Strategy and Competitive Positioning, 4th Edition (Financial Times/Prentice Hall, 2007) ISBN 0273706977
• Kotler P and Armstrong G – Principles of Marketing, 13th Edition (Prentice Hall, 2008) ISBN 0136079415
• Kotler P and Keller K L – A Framework for Marketing Management (Pearson Education, 2008) ISBN 0137131844
• Lambin J J – Market Driven Management: Strategic and Operational Marketing, 2nd Edition (Palgrave Macmillan, 2007) ISBN 1403998523
• McDonald M – Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy
(Kogan-Page, 2007) ISBN 0749451491
• Mukerjee K – Customer Relationship Management: A Strategic Approach to Marketing (Prentice Hall of India, 2007) ISBN 8120332857
• Mullins J, Walker O C and Boyd H W – Marketing Management: A Strategic Decision-Making Approach, 7th Edition (McGraw-Hill Higher Education, 2009) ISBN 007126776X
• Palmer R, Cockton J and Cooper G – Managing Marketing: Marketing Success Through Good Management Practice (Butterworth-Heinemann, 2007) ISBN 0750668989
• Tollin K and Carù A (Eds) – Strategic Market Creation: A New Perspective on Marketing and Innovation Management (John Wiley and Sons, 2008) ISBN 0470694270
• Winer R and Dhar R – Marketing Management, 4th Edition (Pearson Education,2010) ISBN 0130387924
Journals:
• European Journal of Marketing (Emerald)
• International Journal of Research in Marketing (Elsevier)
• The Journal of Customer Behaviour (West burn Publishers Ltd)
• Journal of Interactive Marketing (Elsevier)
• Journal of Marketing Communications (Routledge)
• Journal of Strategic Marketing (Routledge)
• The Marketing Review (West burn Publishers Ltd
Websites:
en.wikipedia.org: Articles on strategic marketing and further links
www.businessballs.com: Management learning resources and articles and links on strategic marketing management www.idea.gov.uk: Local Government Improvement and Development – developing a strategic communication strategy in the public sector which applies equally to the private sector www.managementhelp.com: Articles on strategic marketing planning and further links www.marketingpower.com: American Marketing Association – marketing articles.
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