Marketing

Unit title Strategic marketing Unit title Strategic marketing 150 hours 7 (Postgraduate) Learning time ABP qualification framework level Unit description The Unit considers the role of marketing as an activity that generates sales, revenues and profits for organisations. Marketing activities have their own strategic aims but these have to be aligned with and support overarching business strategies. Marketing faces challenges such as the impact of changing technologies, digital and social marketing, customer behaviour as well as relationship and service based activities. The dynamic nature of strategic marketing means that marketing has a role as a transformational agent for businesses. By contributing to competitive advantage marketing allows businesses to achieve their goals. Learning outcomes 1 2 3 4 Understand the role of marketing strategy in contributing to business objectives Understand the marketing strategy options available to businesses Understand the impact of the business environment on strategic marketing decisions Understand the ethical factors that need to be considered when formulating marketing strategy ABP Extended Postgraduate Diploma in Business Administration November 2010 1 Unit title Strategic marketing Learning outcomes, content and assessment criteria It is expected that students will be self-motivated to enquire into the topics under discussion, to question traditional theory, and compare and contrast theory with their own professional knowledge and practice. For some students this will mean building upon existing knowledge and earlier studies, whilst for others it will mean drawing upon practical experience. Programme delivery can include class-based teaching and learning, such as lectures, tutorials and seminars, including discussion groups where professional practice can be shared and discussed. The use of real and simulated cases studies, using external organisations with guest facilitators is encouraged. The unit lends itself to the review of large global organisations so that participants can understand how marketing practice can be appreciated from examples that reflect current operations. Independent and group activities (class and non-class based) should also be considered. Students are encouraged to meet informally and work on group cases studies, prepare reports for presentation, and carry out research into international marketing strategy and other marketing topics. Students are assessed against the learning outcomes of the unit. They have an opportunity to display a combination of knowledge and understanding, coupled with skills development through the application of their knowledge to the communications industry. It is recommended that students are assessed using assignments (case studies) that blend together aspects of knowledge and understanding, followed by practical application to a specific product-market scenario. ABP Extended Postgraduate Diploma in Business Administration November 2010 2 Unit title Strategic marketing Learning outcome To achieve this unit a learner must: Content for learning outcome Strategy: marketing strategy; business strategy; aligning marketing strategies to business strategies; market analysis; environmental analysis; organisational audit; portfolio analysis; strategy planning Business objectives: sales; growth; profits; market share; market domination; brand development; brand recognition; market penetration Assessment criteria Assessment of this outcome will require a learner to demonstrate that they can: 1.1 Identify the purposes of developing a marketing strategy 1.2 Assess how marketing strategies can be aligned to organisational strategies 1.3 Evaluate how marketing strategies contribute to the achievement of business objectives 1 Understand the role of marketing strategy in contributing to business objectives ABP Extended Postgraduate Diploma in Business Administration November 2010 3 Unit title Strategic marketing Learning outcome To achieve this unit a learner must: Content for learning outcome Assessment criteria Assessment of this outcome will require a learner to demonstrate that they can: 2.1 Evaluate the choices a business needs to consider when developing a marketing strategy 2.2 Assess the techniques that are used to develop a marketing strategy 2.3 Plan a marketing strategy for a business that is bringing a new product to market 2 Understand the marketing strategy options available to businesses Strategy choices: generic strategies; core competences; competitive advantage; market focus (leader, challenger, followers, niche provider, pioneer); offensive strategies; defensive strategies Techniques: segmenting, targeting; segmenting; positioning; pricing; distribution; promotion; emarketing; customer relationship management; resources; planning marketing strategy; implementing marketing strategy; strategy monitoring; strategy review ABP Extended Postgraduate Diploma in Business Administration November 2010 4 Unit title Strategic marketing Learning outcome To achieve this unit a learner must: Content for learning outcome Business environment: customer demand; supply capacity; increased market size; wealth; expectations; globalisation; technical change; outsourcing; pervasive innovation; frugal innovation; emerging markets; technical change; web based activity Implications: marketing strategy; global market; supply chain management; customisation; niche markets; competition; marketing responsiveness; business innovation; cost reduction; organisational structures Assessment criteria Assessment of this outcome will require a learner to demonstrate that they can: 3.1 Identify the factors in the business environment that shape marketing activity 3.2 Assess the implications of changes in the marketing environment on a business’ marketing strategies 3.3 Evaluate how businesses can adapt their marketing strategies in response to changes in the marketing environment 3 Understand the impact of the business environment on strategic marketing decisions ABP Extended Postgraduate Diploma in Business Administration November 2010 5 Unit title Strategic marketing Learning outcome To achieve this unit a learner must: Content for learning outcome Assessment criteria Assessment of this outcome will require a learner to demonstrate that they can: 4.1 Identify the ethical factors that shape marketing strategies 4.2 Assess how practices can be developed to demonstrate ethical business marketing behaviour 4.3 Explain how ethical marketing strategies can add value for businesses 4 Understand the ethical factors that need to be considered when formulating marketing strategy Ethical factors: corporate social responsibility; corporate citizenship; carbon emissions; honesty; autonomy; transparency; competitor harm; market abuse; meeting stakeholder requirements Practices and issues: pricing; advertising; truth in advertising; bait and switch; anti-competitive practices; lock in; planned obsolescence; viral marketing; data protection; planned obsolescence; guerilla marketing; animal testing; carbon emissions; genetic modification of products; outsourcing; third world production; child labour; low wages ABP Extended Postgraduate Diploma in Business Administration November 2010 6 Unit title Strategic marketing Delivery, assessment and grading Delivery should engage students in their learning by using a range of teaching and learning techniques that accommodate different learning styles. These include presentations, case studies, simulations, professional discussions, group activities, visits, guest speakers and independent research. Assessment should use vocationally relevant methods that require students to adopt a realistic work role and to produce work in the formats that are expected in business. Assignments that use a range of assessment methods as well as examinations can be used. Each successfully completed unit will be graded as a pass, merit or distinction. A pass is awarded for the achievement of all outcomes against the specified assessment criteria. Merit and distinction grades are awarded for higher-level achievement. The generic merit and distinction grade descriptors are for grading the total evidence produced for each unit and describe the learner’s performance over and above that for a pass grade. They can be achieved in a flexible way, for example in a sequential or holistic mode. Each of the generic merit and distinction grade descriptors can be amplified by use of indicative characteristics. These give a guide to the expected learner performance, and support the generic grade descriptors. The indicative characteristics should reflect the nature of a unit and the context of the programme. The indicative characteristics shown in the table for each of the generic grade descriptors are not exhaustive. Consequently, centres should select appropriate characteristics from the list or construct others that are appropriate for the programme. It is important to note that each assessment activity does not need to incorporate all the merit and/or distinction grade descriptors. ABP Extended Postgraduate Diploma in Business Administration November 2010 7 Unit title Strategic marketing Contextualising the generic grade descriptors The generic merit and distinction grade descriptors need to be viewed as a qualitative extension of the assessment criteria for pass within each individual unit. The relevant generic grade descriptors must be identified and specified within an assignment and the relevant indicative characteristics should be used to place the required evidence in context. Summary of grades In order to achieve a pass in a unit all learning outcomes and associated assessment criteria have been met In order to achieve a merit in a unit pass requirements achieved all merit grade descriptors achieved In order to achieve a distinction in a unit pass and merit requirements achieved all distinction grade descriptors achieved Generic grade descriptors A pass grade is achieved by meeting all the requirements defined in the assessment criteria for pass for each unit. ABP Extended Postgraduate Diploma in Business Administration November 2010 8 Unit title Strategic marketing Merit grade Exemplar indicative characteristics Centres can identify and use other relevant characteristics This is NOT a tick list The learner’s evidence shows, for example: effective judgements have been made complex problems with more than one variable have been explored an effective approach to study and research has been applied select/design and apply appropriate methods/techniques relevant theories and techniques have been applied a range of methods and techniques have been applied a range of sources of information has been used the selection of methods and techniques/sources has been justified the design of methods/techniques has been justified complex information/data has been synthesised and processed appropriate learning methods/techniques have been applied present and communicate appropriate findings the appropriate structure and approach has been used coherent, logical development of principles/concepts for the intended audience a range of methods of presentation have been used and technical language has been accurately used communication has taken place in familiar and unfamiliar contexts the communication is appropriate for familiar and unfamiliar audiences and appropriate media have been used Merit descriptors In order to achieve a merit the learner must: identify and apply strategies to find appropriate solutions ABP Extended Postgraduate Diploma in Business Administration November 2010 9 Unit title Strategic marketing Distinction grade Exemplar indicative characteristics Centres can identify and use other relevant characteristics. This is NOT a tick list. The learner’s evidence shows, for example: conclusions have been arrived at through synthesis of ideas and have been justified the validity of results has been evaluated using defined criteria self-criticism of approach has taken place realistic improvements have been proposed against defined characteristics for success use critical reflection to evaluate own work and justify valid conclusions conclusions have been arrived at through synthesis of ideas and have been justified the validity of results has been evaluated using defined criteria self-criticism of approach has taken place realistic improvements have been proposed against defined characteristics for success take responsibility for managing and organising activities autonomy/independence has been demonstrated substantial activities, projects or investigations have been planned, managed and organised activities have been managed the unforeseen has been accommodated the importance of interdependence has been recognised and achieved Distinction descriptors In order to achieve a distinction the learner must: use critical reflection to evaluate own work and justify valid conclusions ABP Extended Postgraduate Diploma in Business Administration November 2010 10 Unit title Strategic marketing Indicative reading Drummond, G., Ensor, J., and Ashford, R., Strategic Marketing: Planning and Control, Butterworth-Heinemann, 2007, ISBN-13: 978-0750682718 West, D., Ford, J., and Esam, E., Strategic Marketing: Creating Competitive Advantage, Oxford University Press, 2010, ISBN-13: 978-0199556601 Gilligan, C., and Wilson, R.M.S., Strategic Marketing Planning, Butterworth-Heinemann, 2009, ISBN-13: 978-1856176170 ABP Extended Postgraduate Diploma in Business Administration November 2010 11