Strategic Marketing Management Assessment

After completing the module you should be able to:

• Understand the principles of strategic marketing management
• Understand the tools used to develop a strategic marketing strategy
• Be able to use strategic marketing techniques
• Be able to respond to changes in the marketing environment

Assignment Task -

Task 1 -

Discuss the role that strategic marketing may play in an organisation, explaining the processes involved in strategic marketing as you do this.

With reference to an organisation with which you are familiar, evaluate the links between its strategic marketing and corporate strategy and assess the value of different models to its strategic marketing.

Task 2 -

Explain what is meant by positioning within strategic marketing, describe a particular form of positioning that you feel is pursued by an organisation with which you are familiar and discussa range of marketing tactics that might be used by the organisation to establish and reinforce that positioning.

Relationship marketing takes a longer term view of customer relations than do more traditional approaches to marketing. Analyse the merits of relationship marketing within a particular marketing strategy.

Task 3 -

Identify a number of key factors and trends in the external environment of an organisation with which you are familiar. Describe the behaviour of these over time and ascertain possible growth opportunities that this suggests may exist for the organisation.

Propose a strategic marketing response to the key themes emerging from your analysis above and create a small number of strategic marketing objectives consistent with that strategic marketing response.

In terms of one of the strategic marketing objectives, which you presented above, plan a number of different options by which the organisation might achieve it.

Task 4 -

Discuss or report on the effect that any major changes in the trends over time identified in task 3 would be expected to have on the marketing strategy of the organisation concerned.

Conduct an internal analysis of the organisationto identify its current strengths and weaknesses in terms of its ability to implement such a changed marketing strategy.

You are required to write your assignment within 4,000 words. The word count excludes the title page, reference list and appendices.  Where assessment questions have been reprinted from the assessment brief these will also be excluded from the word count. ALL other printed words ARE included in the word count. Printed words include those contained within charts and tables.

Attachment:- Assignment Files.rar