Description of unit

This unit introduces marketing strategy to learners who are not professional marketeers but would like to understand how to support the strategic marketing process. This unit introduces learners to the principles of marketing strategies. It develops learners’ knowledge and understanding of the formulation of a marketing plan, allows them to investigate the current marketing environment and helps them to consider how all managers in an organisation can contribute towards the achievement of marketing objectives. Learners will learn about the theoretical concepts associated with a marketing strategy and the marketing planning process and its application to different market situations. The unit combines theory and practice. Learners will demonstrate their knowledge and understanding of marketing strategy concepts, tools and techniques and then apply the knowledge to specific situations.

Summary of learning outcomes

To achieve this unit a learner must:

• Investigate the planning principles and range of tools and techniques involved in developing a marketing strategy
• Examine a range of marketing strategy options
• Explore the implications of changes in the marketing environment for organisations.

Content

1.Planning principles and range of tools and techniques

• Principles: concepts, systematic approach, sequencing and scheduling of activities, integration of activities, resource requirements, timescaling, monitoring and control elements
• Processes: strategic marketing planning processes (eg Peter Doyle, Malcolm McDonald) including strategic marketing analysis, marketing strategy objective setting, option evaluation, choice, formulation, implementation and control.
• Strategic marketing: key definitions of strategic marketing from the Chartered Institute of Marketing and key authors, (eg Hugh Davidson; Peter Doyle; Philip Kotler; Malcolm McDonald), the nature of strategy and marketing links to corporate strategy (eg Michael Porter), role and importance of strategic marketing in an organisation
• Marketing strategy: setting marketing objectives and marketing strategy, segmenting, targeting and positioning, marketing activity strategies for product/service, pricing, distribution, promotion (advertising, sales promotion, personal selling, direct marketing, public relations), people (internal, intermediaries, customer service), processes and physical evidence, e-marketing strategy, customer relationship management, resource requirements (financial, people, marketing), integration of marketing activity strategies
• Tools and techniques: organisation, industry and market environment situation analysis tools and techniques (Porter’s Five Forces model; structure, conduct and performance model; SWOT analysis, STEEPLE analysis, marketing audit), portfolio analysis techniques (eg BCG matrix, Product Life Cycle model)
• Plan: current corporate and marketing situation, key market factors, nature and potential of key market segments, corporate objectives and strategy considerations, marketing objectives and strategy, marketing activity objectives and strategies, resource requirements including marketing budget, timescales, monitoring, review and control mechanisms

2.Marketing strategy options

Options: Porter’s generic strategies (focus, cost leadership and differentiation), core competences (G Johnson and K Scholes, G Hamel and C K Prahalad), competitive advantage (H Davidson, M Porter), investment opportunity evaluation (D F Abell and J S Hammond), General Electric model, Shell directional policy matrix, market leadership, market challenger, market follower, market niche, market pioneer, offensive, defensive and value-based marketing strategies

3.Implications of changes in the marketing environment

• Changes in the marketing environment: shift from supply to demand environment, fashionisation of markets, micro-markets, rising expectations, technological change, competition, globalisation, importance of service, commoditisation, erosion of brands, new constraints
• Implications: changing marketing strategies: speed of new product developments, customisation, Information handling as competitive advantage, e-marketing, core focus, partnerships with customers and other stakeholders, changes to organisations — delayering, small business units, self-managing teams, re-engineering, networks and alliances, transnational organisations, learning organisations, innovation strategies, account managers, expeditionary marketing, future orientation

Guidance

Delivery

This unit enables learners to develop a knowledge and understanding of a marketing strategy and to undertake practical activities that enable them to contribute to the development and achievement of a marketing plan.

As a 30-hour unit, there is a need to be selective in the content. Nevertheless, delivery should, convey the concepts and application of a marketing strategy and its constituent activities through taught input, research and investigation activities, discussion and group activity. Learners must be given the opportunity to explore the range of activities involved in the planning, implementing, controlling and reviewing of the marketing strategy and to consider the implications for other functional areas.

Learners should be encouraged to be creative in their work, as well as to evaluate examples of marketing strategy. Opportunities could include: marketing audits, market analyses, marketing strategies and the marketing mix.

Learners should be encouraged to use ICT resources for research and investigation activities and for producing their final assessment.

This unit could be delivered jointly with Unit 4: Strategic Planning and Implementation or Unit 11: Strategic Review, enabling learners to understand the corporate strategy as a critical underpinning activity and how it integrates into the overall marketing strategy and the marketing mix strategies.

Assessment

The assessment for this unit involves learners in the study of marketing strategy principles, activities and practice. Evidence produced for this unit should include a combination of demonstrating knowledge and understanding of marketing strategy principles and activities and their practical application to marketing strategy situations.

A range of assessment methods is suitable for use with this unit including:

• a business-style report
• case study analysis and decision activity
• a presentation
• application of portfolio and strategic analysis models
• marketing audit activities
• marketing strategy proposal and/or critical review activity
• a collection or portfolio of supporting evidence to demonstrate learners understanding of marketing strategy in practice.

Assessment involving a range of assessment methods and a combination of individual and group activities should be encouraged.

Learners should demonstrate knowledge and understanding of the concepts, tools and techniques of marketing strategy and planning, along with providing appropriate examples of marketing strategy and planning in practice. Learners should provide evidence of an understanding of the integration of marketing activity strategies and of the implications for other functional areas.

Links

This unit links to Unit 4: Strategic Planning and Implementation, Unit 7: Management in the Wider Environment, Unit 11: Strategic Review and Unit 12: Supply Chain Management. This unit also has links with units within the National Occupational Standards in Management, in particular:

• Unit B1: Develop and implement operational plans for your area of responsibility
• Unit B3: Develop a strategic business plan for your organisation
• Unit B4: Put the strategic business plan into action
• Unit B4: Put the strategic business plan into action

Support materials

Books

Brassington F and Pettitt S — Principles of Marketing, Third Edition (FT Prentice Hall, 2002) ISBN: 0273657917

• Chaffey D — E-business and E-commerce (FT Prentice Hall, 2003) ISBN: 0273683780
• Chaston I — E-Marketing Strategy (McGraw-Hill, 2000) ISBN: 007709753X
• Christopher M, Payne A and Ballantyne D — Relationship Marketing: Creating Stakeholder Value (Butterworth-Heinemann, 2001) ISBN: 0750648392
• Dibb S et al — Marketing: Concepts and Strategies, Fourth Edition (Houghton Mifflin, 2000) ISBN: 0395962447
• Doyle P — Marketing Management and Strategy (FT Prentice Hall, 2001) ISBN: 027365501
• Fifield P — Marketing Strategy, Second Edition (Butterworth-Heinemann, 1998) ISBN: 0750632844
• Hatton A — The Definitive Marketing Plan (FT Prentice Hall, 2000) ISBN: 0273649329
• McDonald M — Marketing Plans: How to Prepare Them, How to Use Them, Fifth Edition (Butterworth-Heinemann, 2002) ISBN: 0750656255
• O’Connor J and Galvin E — Marketing in the Digital Age, Second Edition (Prentice Hall, 1999) 0ISBN: 0273641956
• MSleight S — Moving to E-Business (Dorling Kindersley, 2001) ISBN: 0751312150

Journals/magazines

• Admap (World Advertising Research Centre)
• Campaign (Haymarket Publishing)
• European Journal of Marketing (Emerald Group Publishing)
• Journal of the Academy of Marketing Science (Academy of Marketing Science)
• Journal of Consumer Behaviour (Academy of Marketing Science)
• Journal of Marketing Management (Westburn Publishers)
• Marketing Business (The Chartered Institute of Marketing Magazine)
• Marketing Intelligence and Planning (Emerald Group Publishing)
• Marketing Week (Centaur Communications Ltd)
• Revolution (Haynet)

Websites

• www.businesslink4london.com -Business Link London with freely available resources designed to support small and medium sized businesses
• www.cim.co.uk -Chartered Institute of Marketing — resources available only to members
• www.hbsp.harvard.edu -extracts from Harvard Business Review articles
• www.knowthis.com –
• www.mad.co.uk -Marketing Week magazine online
• www.managers.org.uk -Chartered Management Institute — searchable database with access to articles and books for members only
• www.marketing.haynet.com -Marketing magazine online
• www.marketingpower.com -American Marketing Association with access to searchable free resources
• www.westburn.co.uk -Journal of Marketing Management online