This module aims to provide the learner with an appreciation of the development of marketing strategy. The module will build on content covered in years 1-3 and reinforce various marketing and general business threshold concepts.
Introduction
What is strategy and why is it important?
Understanding the environment
The nature of the macro and micro environments and their impact on marketing decisions. Interpreting and using environmental analysis to aid strategy development. Typical analytical models.
Global Environment, Threats and Opportunities
The global marketplace - managing and engaging across geographic and cultural boundaries
Digital environment, threats and opportunities
The digital opportunity - leveraging this evolving opportunity and appraising the risks it generates
Competitive Environment
The influence of the competitor in strategy; assessing the competitive landscape; responses to competitive actions
Consumers
Consumer behaviour - tracking & interpreting; generating insights; planning the consumer journey; market research
Positioning Strategies
STP - differentiation and target marketing strategies; positioning and repositioning; Porter's generic strategies;
The Customer Relationship
Customers and consumers - creating meaningful value; strategies for value creation; CRM, engagement and loyalty; personalisation & individualisation; CLV; the online / offline experience
Objectives, measurement and control
Setting SMART Objectives and measurement and control; developing the marketing strategy document; reviewing and updating strategy.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 50 |
| Other Assessment(s) | 50 |