Strategic Marketing
Unit Title Strategic Marketing
Unit Reference Number K/616/3030
Unit Level Level 5
Assessor
Date issued
Hand in Date
Unit Grading Structure Pass
Assessment Guidance To achieve this unit, learners must achieve the
learning outcomes and meet the standards specified
by all assessment criteria for the unit.
L
O
LO Description A
C
AC Description
1 Understand the
principles of marketing
and its role in business
practice.
1.
1
Evaluate the role of marketing in an organization.
1.
2
Analyze the relationship between
corporate strategy and marketing
strategy.
1.
3
Explain how marketing strategy is developed.
2 Be able to evaluate
approaches to
marketing analysis.
2.
1
Evaluate various approaches to internal
environmental analysis.
2.
2
Evaluate various approaches to
external environmental analysis.
2.
3
Explain how internal and external analyses can
be integrated to devise strategic alternatives.
3 Be able to apply
strategic marketing
decisions and choices.
3.
1
Justify decisions and choices to be made at
a corporate level.
3.
2
Assess how these decisions influence marketing
at business unit and functional level.
3.
3
Evaluate approaches to competitive positioning
of businesses.
4 Be able to evaluate the use
of marketing strategies for
competitive advantage.
4.
1
Summaries a range of strategies that
can contribute to competitive
advantage.
4.
2
Assess marketing strategies, their application
and implementation for an organization.
4.
3
Evaluate marketing strategies for an organization.
ASSIGNMENT BRIEFS | SEPTEMBER 2021 12
Scenario
You are employed at Marketing Trooper, a consulting firm that specializes in Strategic Marketing.
You are part of the sales team and you have contacted Craft Supplies, a company specializing in
Art and Craft Supplies.
Task 1 of 3 – Presentation (ACs 1.1, 1.2, 1.3, 3.3, 4.1, 4.2 & 4.3)
Instructions
Craft Supplies are interested in setting up a new marketing campaign to increase sales and have
asked you to prepare a presentation for the Board of Directors and the Senior Management
Team.
You will need to cover the following topics in your presentation:
• Explain the role of marketing to an organization and what the relationship is between
marketing strategy and corporate strategy.
• Describe how a marketing strategy can lead to competitive advantages, and the type of
competitive positioning an organization can adopt
• Explain how a marketing strategy is developed.
• Discuss marketing’s role in the competitive positioning of the business. • Evaluate a range
of marketing strategies that can contribute to organization’s competitive advantage.
Delivery and Submission
• 1 x Presentation file with speaker notes and executive summary – (1000 words) excluding
TOC, diagrams, references and appendices.
• You can use PowerPoint, Prezi or any other suitable template.
Task 2 of 3 – Brochure (ACs 2.1, 2.2 & 2.3)
Instructions
You are going produce a brochure detailing your services as a marketing firm. Your firm’s
strongest point is conducting market research and your brochure should have 3 sections.
• Section A covering the various approaches to internal environmental analysis • Section B
covering various approaches to external environmental analysis • Section C covering how
internal and external analysis can be used to decide on strategic marketing options
Please include a short note in the brochure to explain that different approaches will be priced at
different levels.
Delivery and Submission
• 1 x Brochure – (1000 words) excluding TOC, diagrams, references and appendices.
ASSIGNMENT BRIEFS | SEPTEMBER 2021 13
Task 3 of 3 – Individual Blog Entry (ACs 3.1 & 3.2)
Instructions
In addition to your service, your company has its own blog and you have been asked to write an
individual blog post. You should read the business section of a newspaper and write a blog entry
reviewing at least 3 strategic marketing decisions made at corporate level, weighing their pros
and cons. You are also asked to evaluate approaches to competitive positioning of businesses.
Finally, you should also reflect on how strategic marketing decisions influence marketing at lower
levels within the organizations.
Your blog reflection must be backed up by theory which must be appropriately referenced.
Delivery and Submission
• 1x Blog entry (1000 words) excluding TOC, diagrams, references and appendices.
Referencing:
• Each section must reflect any supporting Harvard style citations.
• A comprehensive Harvard style reference list must be included at the end of the work.
Evidence to be submitted:
• Presentation file and Executive Summary – 1000 words
• Brochure – 1000 words
• Blog – 1000 words
ASSIGNMENT BRIEFS | SEPTEMBER 2021 14
