The Strategic Marketing module look at how to take a strategic approach to marketing planning to achieve competitive advantage. It recognises the significance of situation analysis and introduces techniques for assessing the external and internal environments that enable effective decision making. It outlines the importance of all stages within the marketing planning process, from the audit, through strategic decision making, to implementation of plans. It outlines how managing resources and employing monitoring and measurement techniques enables the achievement of strategic marketing objectives.
Analysing an organisation’s current and future external and internal environments
Analysing relevant information to recommend and inform strategic decision making
Develop a strategic marketing plan to realise organisational objectives
Manage resources to deliver a strategic marketing plan
Monitor, measure and adapt the marketing plan for continuous improvement