Unit 10 Strategic Marketing
GLH: 60 | Credit: 15
LO/AC Table: LO1 Understand principles strategic marketing (1.1 Analyse relationship corporate/marketing strategies, 1.2 Explain how marketing strategies contribute competitive advantage; D1 Evaluate relationship strategic intent/assessment/choice/their impact formulation marketing strategy).
Indicative Content: Role strategic marketing Definitions marketing strategy/role organisation/underpins marketing planning/activities/concept product/customer different organisations/resources/implementation/monitoring/control, Corporate strategy/marketing strategy Corporate strategy/linking marketing strategy corporate mission/vision/defining business/conducting situation audit meeting corporate objective marketing strategy/corporate social responsibility/marketing, Development marketing strategy Analysis environment/setting objectives/dynamic strategy flexibility change, Way strategies contribute competitive advantage Segmentation/targeting/positioning/relationship strategies/product innovation/development/principles branding/service marketing/pricing/distribution/E-marketing.
Suggested Resources: Chernev (2018) Strategic Marketing Management, Kotler/Pfoertsch/Sponholz (2021) H2H Marketing, etc.
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