To clarify the relationship between marketing strategy and the firm; the relationships between marketing strategies and the environment and the relationship between marketing and other functions in the firm.
The Nature of Strategic Market Planning
Outline of stages, business definition, the strategic planning process
Situation Assessment
The SWOT analysis
Setting Preliminary Objectives
Corporate and functional objectives; Creative thinking about strategic choices
Strategy Development
Porter’s generic strategies, Miles and Snow’s Typology, Product Lifecycle Strategies, Emergent Strategies, Strategies for the Digital Age.
Strategy Evaluation
Methods for evaluating strategies
Implementation of Strategy
The strategic marketing plan, the annual marketing plan; Organisational structure, Organisational Change
Monitoring and Control
Strategic marketing metrics
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 30 |
| Formal Examination | 70 |