Strategic Marketing 

1. Examine the broad concepts of marketing strategy and planning.
2. Develop a deeper understanding of the processes of strategy development and marketing planning.
3. Understand the process of strategy development.
4. Examine and apply the core concepts and techniques for operationalising marketing strategy, particularly the elements of the marketing mix.
5. Develop a deeper understanding of the integration and application of the marketing mix variables and their impact on other functions within an enterprise.
6. Apply and implement strategic marketing plans.

1. Identify society and customer values - describe the meaning of marketing in society and for an organisation. Understand the implications of the marketing concept. Identify and describe marketing activities. Recognise marketings social responsibility.

2. Understand the scope of strategic marketing - determine the marketing orientation of companies and specify the relevant scope of marketing management. State the function of mission statements, goals and objectives. Outline how companies identify and implement the marketing mix of an applied strategic plan.

3. Understand the marketing environment - apply portfolio models to the analysis of markets and competitors. Understand the importance of monitoring the marketing environment. Determine the value of market segmentation for different circumstances. Understand the importance of the product life cycle and its implication for managing the marketing mix elements.

4. Understand consumer markets - Identify the general influences on demand for a good or service. Describe the nature and structure of competition in markets, distinguishing among undifferentiated, differentiated and monopoly markets. Determine the impact of market structure on marketing management. Evaluate the myriad social, personal and marketing influences in consumer markets. Specify the company’s marketing response to the consumer buying process.

5. Distinguish between strategic and tactical planning. Understand what planning is and its importance to the company. Understand the importance of flexibility in determining marketing objectives and how these will change within a marketing plan.

6. Understand strategic marketing issues of implementation, performance and control. Make decisions on how companies develop an organisational commitment to marketing. Determine the importance of human resources in the implementation of marketing strategy. Understand the challenges of implementing and controlling marketing strategy.

7. Understand marketing decision making with respect to developing new goods and services. Describe and classify products in a managerially useful way. Examine the role of packaging and design as a marketing tool. Examine strategies arising from knowledge of the product life cycle. Recognise the importance of innovation to strategic marketing.

8. Understand branding and its purpose. Evaluate the benefits of branding to the manufacturer and consumer. Evaluate the advantages and disadvantages of manufacturer brands versus private brands. Understand brand life cycles, extension and positioning.

9. Understand strategic marketing communications- determine the key factors in deciding the promotions mix. Recognise the value of public relations. Identify the key elements in forming an advertising strategy. Evaluate the purpose of sales promotion and outline its appropriate use.

10. Understand strategic marketing communications- understand direct marketing in operational terms as part of an interactive marketing system Show how marketing can be used to build personal relationships. Understand the role of personal selling.

11. Understand the nature of channel decisions in strategy. Understand the importance and elements of, and tasks involved in, managing a market logistics system.

12. Understand the role of price in marketing management. Examine the various approaches to setting price. Examine the appropriateness of various strategies for pricing.

By written examination. The pass mark is 50%. Time allowed 3 hours 

Eight questions of which four must be answered. All questions carry 25marks.