Location

Community Services & Continuing Education - Alexandria

Objectives

• This module recognises the significance of situation analysis and introduces techniques for assessing external and internal environments, to enable effective decision making. It outlines the importance of all stages within the marketing planning process, from audit, through strategic decision making, to implementation of plans; and how managing resources, employing monitoring and measurement techniques, enable the achievement of strategic marketing objectives.

Outcomes

• Marketers are presented with many complex choices in the context of a future that is inherently uncertain. This will enable you to take a strategic approach to planning that achieves a sustainable competitive advantage.• Marketers need to be able to selectively analyse data for insight, and undertake effective decision making in relation to the utilisation of marketing resources. This looks at the increasing volume and range of data, innovative methods of analysis and new measures of marketing effectiveness.• Fast-moving environments can present significant challenges and opportunities to the marketer and the organisation. This will enable you to take a visionary approach and embed innovation through the lens of entrepreneurial marketing.• Digital marketing has evolved from a set of tactical actions into a significant element of strategy. This provides insight and in-depth consideration into how organisations can implement digital marketing capabilities into strategic marketing p

Course Contents

CIM-STRATEGIC MARKETING MODULE STRUCTUREThree units with two learning outcomes each. Each learning outcome will be covered by the related assessment criteria (weighting indicated in brackets). By the end of this module you should be able to:Unit 1: Situation analysis• Understand how to analyse an organisation’s current and future external environment (15%).• Understand how to analyse an organisation’s current and future internal environment (15%).Unit 2: Planning• Analyse relevant information to recommend and inform strategic decision making (20%).• Develop a strategic marketing plan to realise organisational objectives (20%).Unit 3: Implementation and control• Manage resources to deliver the strategic marketing plan (15%).• Monitor, measure and adapt the marketing plan for continuous improvement (15%).