Units and learning outcomes

Stage 1

By the end of this module you should be able to:

Critically evaluate a range of key emerging macro-environmental themes and make a critical assessment of their significance for a specific sector or industry
Propose strategic marketing responses to the key emerging themes judged to have the greatest potential impact on a specific sector. Responses should reflect contemporary marketing practice (ie, marketing’s new ground) and demonstrate creativity

By the end of this module you should be able to:

Undertake a strategic marketing audit, assessing an organisation’s competencies, competitive advantage, market performance, customers, competitors, product and service portfolios, positioning, value proposition and market impact to assess the impact of these factors on an organisation’s strategic intent and direction
Utilise the strategic marketing audit to critically evaluate a range of strategic marketing options available to an organisation, including innovation, mergers, acquisitions, partnering, alliances, environmental sustainability and CSR, in order to deliver best value growth and expansion opportunities
Utilise a range of financial and other measurement tools to assess the financial and non-financial benefits of recommended strategic marketing decisions
Utilise a range of risk assessment tools to critically assess the risk of strategic market decisions and and their impact upon an organisation.

By the end of this module you should be able to:

Critically evaluate ways of delivering an organisation’s corporate mission and vision effectively
Develop marketing strategies to establish competitive and sustainable marketing and relationship strategies to achieve an organisation’s strategic intent and deliver its value proposition
Utilising a synergistic planning processes, develop strategic plans, taking account of different planning frameworks, ensuring they are within the resource capabilities of an organisation
Determine the most appropriate organisational structures for market-oriented and/or changing organisations, whilst evaluating the resource implications and requirements
Develop sustainable competitive advantage through suitable approaches to leadership and innovation in order to generate stakeholder value and contribute to organisational success

By the end of this module you should be able to:

Critically evaluate the way organisations develop their identities and how some organisations use these to form images and assign reputational status
Critically analyse the elements that contribute to the identity that an organisation projects to its stakeholders, sometimes through a corporate brand
Critically evaluate linkage between how an organisation wants to be seen and how it is seen, namely corporate communications

Demonstrate a critical awareness of current and emerging issues in marketing that is informed by leading edge research and practice in the field
Propose a strategic response to an emerging marketing theme that considers the impact on marketing and its interaction with other parts of the organisation
Critically evaluate the skills, behaviours and attitudes required to lead strategic marketing projects
Critically assess published research to determine methods of designing, implementing, measuring and monitoring the success of a project and marketing performance
Demonstrate the relationship between theory and professional practice through the application of a range of appropriate assessment tools and techniques to measure project success
Critically evaluate project success and recommend appropriate actions to improve the implementation of future business projects