Applying Principles Of Strategic Marketing

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Question :

Unit 6.5    Strategic Marketing    

Level 6     15 Credits 



You are employed by a specialist marketing consultancy business, ‘Total Marketing Solutions’ (TMS), that provides support and advice to organisations looking to develop their strategic marketing plans.  To recruit additional business, you have been asked to put together information for prospective clients that outlines:


  • the principles of      strategic marketing
  • how organisations can      carry out strategic marketing analysis 
  • how strategic marketing      decisions and choices are analysed and assessed
  • how a range of      marketing strategies can be implemented to contribute to competitive      advantage. 

Activity 1

Create an information pack for prospective new clients that outlines the principles of strategic marketing.Your pack must cover the following topics:


  • an      assessment of the role of strategic marketing in an organisation  
  • an analysis      of the relationship between corporate strategy and marketing strategy 
  • an analysis      of how marketing strategy is developed. 


Your pack should demonstrate an understanding of the connection between strategic corporate and strategic marketing decisions and choices.  You should:


  • analyse decisions      and choices that are made at a corporate level
  • assess how      these decisions influence marketing at business unit and functional level
  • analyse      approaches to competitive positioning of organisations. 

Activity 2


A range of potential new clients have expressed an interest in working with TMS based on the information pack you provided.  They would like some further information to understand how strategic marketing analysis may be carried out.  

You have been asked to design a short training session for prospective clients, to develop their understanding of strategic marketing analysis. Your session must cover the following topics:


  • an evaluation of      approaches to internal environmental analysis 
  • an evaluation of      approaches to external environmental analysis 
  • an explanation of how      internal and external analyses are integrated. 

You will need to produce your notes for the training session and have appropriate hand-outs for the clients detailing the topics covered.

 Activity 3


Following your training session, a new client has decided to work with TMS to develop their marketing strategy.They have asked to work with you to explore how marketing strategies can be used to give them greater competitive advantage.  Your task is to create a report which:


  • identifies a range of      strategies that can contribute to their businesses competitive advantage
  • provides an analysis of      marketing communication strategies for the business
  • analyses marketing      strategies and how they can be applied and implemented by the      organisation, including resource and management implications.


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