Extended answer test (a three-hour examination)

This module is about how to take a strategic approach in marketing planning to achieve competitive advantage. It recognises the significance of situation analysis and introduces techniques for assessing the external and internal environments that enable effective decision making. The module outlines the importance of all stages within the marketing planning process, from the audit, through strategic decision making, to implementation of plans. It outlines how managing resources and employing
monitoring and measurement techniques enables the achievement of strategic marketing objectives.

3-hour face to face teaching – lecture slides and tutorial activities

Cravens, D.W. and Piercy, N. (2012) Strategic marketing.
10th edition. US, McGraw-Hill.

Aaker, D. and McLouglin, D. (2010) Strategic market management: global perspectives. Chichester, John Wiley

Hooley, G., Nicoulaud, B. and Piercy, N. (2011) Marketing strategy and competitive positioning. 5th edition.
Harlow, FT Prentice Hall

McDonald, M. and Wilson, H. (2011)
Marketing plans: how to prepare them, how to use them. 7th edition. Chichester, John Wiley

Students must be enrolled on the CIM Diploma in Professional Marketing.

1. Understand how to analyse an organisation’s current and future external environment.

2. Analyse relevant information to recommend and inform strategic decision making.

3. Develop a strategic marketing plan to realise organisational objectives Implementation and control.

4. Manage resources to deliver the strategic marketing plan.

5. Monitor, measure and adapt the marketing plan for continuous improvement.

This module is about taking a strategic approach in marketing. Module covers situational analysis, wider macro level analysis and taking those insights on devising strategies. The module will help the learner to devise a comprehensive strategic marketing plan.