Strategic Marketing Concepts, Branding, and Customer Experience

1.  Be able to understand the relationship between the marketing plan and strategic objectives

1. Critically evaluate how marketing techniques and tools can support the strategy of an organization and how this impacts on the marketing plan
2. Determine marketing methodologies and approaches that contribute to a marketing plan within complex organisations
3. Address risk associated with the marketing plan

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2.  Be able to produce a strategic marketing plan

1. Critically analyse the components of a marketing plan and the levels of importance of each component to the achievement of strategic objectives
2. Address mitigation strategies for high risk components of the plan
3. Develop a marketing plan that will achieve strategic objectives for a complex organisation

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3.  Be able to promote the marketing plan in support of strategic objectives

1. Discuss how the plan supports strategic objectives
2. Develop an approach to gain agreement for the marketing plan that will change organisation actions and methods to achieve strategic objectives
3. Critically evaluate and provide review measures for the agreed plan

• The assessment strategy for this course is designed to test all the learning outcomes.
• Learners must demonstrate successful achievement of all learning outcomes to pass the course.

• The assessment criteria for a pass will be presented with the summative exercise.
• Further information and guidance on the assessment will be made available through the tutor.

To pass the unit a 40% overall grade must be achieved.