CONTEMPORARY CHALLENGES AND STRATEGIC MARKETING

OTHM LEVEL 7 DIPLOMA IN STRATEGIC MARKETING | ASSIGNMENT BRIEFS
ASSIGNMENT BRIEFS | SEPTEMBER 2020 | WWW.OTHM.ORG.UK 16
CONTEMPORARY CHALLENGES AND STRATEGIC MARKETING
Unit Reference Number L/618/1617
Unit Title Contemporary Challenges and Strategic Marketing
Unit Level 7
Number of Credits 20
Total Qualification Time 200
Guided Learning Hours (GLH) 100
Mandatory / Optional Mandatory
Unit Grading Structure Pass/Fail
Unit Aims
The aim of this unit is to develop learners’ understanding of up-to-date knowledge of the
business environment, competitive dynamics and know how to integrate marketing strategy
into an overall business strategy. The module provides a comprehensive examination of all
the major components of marketing strategies marketing and their integration into
organisations for continued success in highly competitive markets.
Learning Outcomes –
the learner will:
Assessment Criteria –
the learner can:
1. Understand the principles of
strategic marketing
management.
1.1 Examine the role of strategic marketing in an
organisation.
1.2 Analyse the processes involved in strategic
marketing.
1.3 Evaluate the links between strategic marketing and
corporate strategy.
1.4 Analyse the merits of relationship marketing in a
given strategic marketing strategy.
2. Understand the key
innovative business drivers for
organisational success.
2.1 Evaluate the relevance of the organisation’s mission
and values in a dynamic environment.
2.2 Assess the current and potential role technological
innovations have on influencing organisational
success.
2.3 Analyse the process of creativity and innovation in
an organisation by its drivers and barriers.
2.4 Evaluate how organisational structures, processes
and operations underpin strategy in a changing
environment.
3. Understand the models and
process of analysing business
environment and design of
Strategic marketing in different
contexts.
3.1 Compare and contrast tools to undertake external
and internal environmental analysis and find
opportunities and threats in order to plan for
strategic marketing.
3.2 Examine the links between competitive strategic
positioning and marketing tactics.
3.3 Justify appropriate strategic marketing objectives for
a market.
3.4 Evaluate a strategic marketing response to key
emerging themes in a marketing strategy in different
contexts.
OTHM LEVEL 7 DIPLOMA IN STRATEGIC MARKETING | ASSIGNMENT BRIEFS
ASSIGNMENT BRIEFS | SEPTEMBER 2020 | WWW.OTHM.ORG.UK 17
4. Understand the process of
implementation of Strategic
marketing in different contexts.
4.1 Examine the segments, targets, and brand
positioning for a product or service at an
organisation.
4.2 Justify an effective integrated marketing mix in line
with the choice of marketing strategy.
4.3 Evaluate key proposed key performance indicators
for an effective marketing strategy and marketing
plan.
Scenario
You are required to choose a a large domestic or multinational organisation in your country
on which to base your assignment. You are advised to check with your tutor that your choice
is appropriate.
You have been recruited as a National Head of Sales and Marketing by the organisation.
The Board of Directors want to develop a new marketing strategy for success in the
contemporary changing competitive and national business environment.
The Board of Directors have assigned you to develop a Strategic Marketing report and
implement a marketing strategy and programme with the following tasks.
Task 1 of 2 – Strategic Marketing Presentation and Speaker notes
(ACs 1.1, 1.2, 1.3, 1.4)
Instructions
You are instructed to create a presentation file to present to the Board of Directors
You will need explain the role, significance, and process of an integrated Strategic Marketing
strategy in the organisational success. You will provide speaker notes at the end of the
session. Each task must be answered with examples, conceptual application and analysis
using examples from your organisation.
Develop and present a presentation that will address the following :
1. Examine the role of strategic marketing in the chosen organisation.
2. Analyse the processes involved in strategic marketing at the chosen organisation.
3. Evaluate the links between strategic marketing and corporate strategy at the chosen
organisation.
4. Analyse the merits of relationship marketing in a given strategic marketing strategy at
the chosen organisation.
Delivery and submission:
 1x 10 minute Presentation file with references
 1x set of speaker notes supporting each slide 500 words excluding diagrams,
references etc
Task 2 of 2 – A Strategic Marketing Report
Instructions
You are tasked with developing and implementing a marketing strategy and programme for
your chosen organisation.
Each task must be answered with the application of appropriate strategic marketing theories
and models, using suitable examples, analysis, and evaluation of arguments relevant to your
chosen organisation.
OTHM LEVEL 7 DIPLOMA IN STRATEGIC MARKETING | ASSIGNMENT BRIEFS
ASSIGNMENT BRIEFS | SEPTEMBER 2020 | WWW.OTHM.ORG.UK 18
The following points need to be addressed when preparing the report:
Section A (ACs 2.1, 2.2, 2.3, 2.4)
1. Evaluate the relevance of the organisation’s mission and values in a dynamic
environment for the chosen organisation.
2. Assess the current and potential role technological innovations have on influencing
the organisational success.
3. Analyse the process of creativity and innovation in the chosen organisation by its
drivers and barriers.
4. Evaluate how organisational structures, processes, and operations underpin strategy
in a changing environment at the chosen organisation.
Section B (ACs 3.1, 3.2, 3.3, 3.4)
1. Compare and contrast tools to undertake external and internal environmental
analysis and find opportunities and threats to plan for strategic marketing for the
chosen organisation.
2. Examine the links between competitive strategic positioning and marketing tactics at
the chosen organisation.
3. Justify appropriate strategic marketing objectives for a market for the chosen
organisation.
4. Evaluate a strategic marketing response to key emerging themes in a marketing
strategy in different contexts for the chosen organisation.
Section C (ACs 4.1, 4.2, 4.3)
1. Develop and Examine the segments, targets, and brand positioning for a product or
service at the chosen organisation.
2. Justify an effective integrated marketing mix in line with the choice of the marketing
strategy for the chosen organisation
3. Evaluate key proposed key performance indicators for an effective marketing
strategy and marketing plan for the chosen organisation
Delivery:
 1x Report
Submission:
 1x Report – 4000 words excluding TOC, diagrams, references and appendices
Referencing:
 You should use and cite a range of academic and reliable sources.
 A comprehensive Harvard style reference list must be included at the end of the
work.
Evidence to be submitted:
 Presentation file with references
 Presentation speaker notes – 500 words
 Report – 4000 words
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