STRATEGIC MARKETING

Unit Reference Number	Y/616/2732
Unit Title	Strategic Marketing
Unit Level	7
Number of Credits	20
Total Qualification Time	200 Hours
Guided Learning Hours (GLH)	100 Hours
Mandatory / Optional	Optional
Unit Grading Structure	Pass / Fail

 Unit Aims

 The aim of this unit is to develop learners’ understanding of the concepts, methods and technical aspects of strategic marketing and the challenges associated with marketing in today’s business environment, including how a strategy combines product development, promotion, distribution, pricing, relationship management and other elements.

Learning Outcomes –  the learner will:	Assessment Criteria –  the learner can:
1.         Be able to critically analyse the principles of strategic marketing and the role of digital technologies.	1.1 Critically evaluate the nature and purpose of strategic marketing in an organisation. 1.2 Critically analyse and apply different marketing concepts in a range of organisational contexts. 1.3 Explain the processes involved in strategic marketing.
2. Be able to apply tools for analysing the business environment in strategic marketing.	2.1 Develop SMART strategic marketing objectives for an organisation. 2.2 Critically review the external and competitive environment in which an organisational performs. 2.3 Draw conclusions about the internal and stakeholder environment in which an organisational performs.
3. Be able to carry out market segmentation, targeting and brand positioning.	3.1 Critically explore market segments for an organisational context. 3.2 Evaluate targeted segments for an organisational context. 3.3 Design a differentiated brand position for targeted segments for an organisational context.
4.         Be able to apply the integrated marketing mix in an organisation.	4.1 Evaluate the significance of the integrated marketing mix for an organisational context. 4.2 Design an effective marketing mix for an organisational context. 4.3 Critically analyse the relationship between the product lifecycle and the marketing mix for an organisational context.
5.         Be able to critically analyse brands in a business context.	5.1 Critically analyse the nature of brands and the significance of branding. 5.2 Critically discuss the need for integration
	between the brand pyramid, the brand’s positioning and brand management. 5.3 Demonstrate how branding is used to strengthen a business or product.

 Scenario

Amazon Go supermarkets in the UK. (Data from 2016)

The cashier-less supermarkets use technology to allow customers to pick up items and walk out with them, instead, charging their Amazon account so they don’t have to stand in a checkout queue.

According  to  The  Sunday  Times,  the  retailer  is  looking  for  “a  significant  number”  of  sites  sized between 4,000 square feet and 5,000 square feet across the UK.

Amazon  initially  launched  the  concept  back  in  2016,  allowing  Amazon  staff  to  trial  the  new technology. Since then, it has opened five stores in the US across Seattle and Chicago. Customers download an Amazon Go app before entering the store. They have to use the app to enter the store, which registers their Amazon account, and then they can put their phone away and start shopping.

Amazon’s  “Just  Walk  Out  Technology”  uses  computer  vision,  sensor  fusion  and  deep  learning  to detect when products are taken off a shelf, or later returned.

The technology keeps track of all the items in a virtual cart so there is no scanning involved. Once customers are done shopping, they can leave the store and Amazon will charge your account. Amazon now has five Amazon Go locations across the US.

 

There  is  a  difference  between  having  the  no  checkout  stores  strictly  for  Amazon  customers  and allowing  the  general  public  in  to  try  them  out.  In  2017,  the  Wall  Street  Journal  reported  that  the technology faced problems when there were more than 20 people in the store, something Amazon has been working to correct and, as a result, has delayed the expected roll out of further locations.

 

At  the  moment,  it’s  unlikely  that  Amazon  Go  will  arrive  to  compete  with  your  local  Tesco  or Sainsbury’s. The stores stock ready-to-eat items for breakfast, lunch and dinner, with some grocery essential ranges too, however, stock varies depending on which store you are in.

 

But, when it does arrive in the UK, it will no doubt be celebrated by busy Londoners. The idea of being able to pick up some lunch and walk out of the door without queueing is a dreamy one, we admit.

 

Source: www.standard.co.uk/tech/amazon-go-uk-locations-scouting

 

Task 1 of 1 – Business Presentation and Briefing Report (AC 1.1, 1.2. 1.3. 4.3,

5.1, 5.2, 5.3)

 

Instructions:

Your  local  small  business  association  has  read  about  Amazon  Go  and  is  concerned  about  the potential competition. They wish to offer strategic marketing advice to local businesses, have asked you to prepare a presentation in which you should analyse and evaluate key marketing concepts as well as the marketing planning process by using Amazon Go as an example.

 

Prepare a presentation with speaker notes and a briefing report . To develop this  report, you must apply relevant theoretical concepts, models, relate with real world example of your chosen  organisational context and  critically analyze your arguments and arrive at justifiable recommendations. In the report  you should include:

          An introduction, evaluating the purpose of strategic marketing

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A   diagram of the marketing planning process.

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A   critical review of at least three marketing concepts/models/theories and how they

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relate to the marketing planning process.        A critical discussion of the significance of branding using Amazon as an example.

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          Illustrate the concepts of ‘brand pyramid’, ‘brand positioning’ and  ‘brand management’,

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and how and why these concepts should be integrated into marketing planning. 

 

Delivery and Submission:

          1x Presentation file with speaker (500 words)

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          1x Briefing Report (1000 words)

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Task 2 of 2 – Marketing Plan (AC2.1, 2.2, 2.3, 3.1, 3.2, 3.3, 4.1 & 4.2)

 

Instructions:

Co-incidentally, a representative of Amazon attended your business association presentation and was impressed. 

 

The Amazon manager responsible for the introduction of Amazon Go to the UK has asked you to prepare a strategic marketing plan . To develop this  marketing plan  report, you must apply relevant theoretical concepts, models, relate with real world example of your chosen  organisational context and  critically analyze your arguments and arrive at justifiable recommendations. Your Marketing plan must be addressing the following:

 

          A section in which you perform a PESTLE analysis and review Porter’s 5 forces

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relevant to your organisation.

A  section with a SWOT analysis and a stakeholder analysis of your organisation

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A  section in which you should develop SMART strategic objectives for the organisation

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A  section concerning the market segment. This section should

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o          Discuss how market segments could be used for the organisation  o Select one or more market segment(s), justifying your decision.

          Propose and justify a brand positioning for the targeted market segment 

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          A section concerning the marketing mix. This section should:

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o analyse the significance of the marketing mix for the organisation o contain a pricing, promotional and distribution strategy for one of its product ranges or categories.

 

Submission and Delivery:

          1x Marketing Plan (3000 words) 

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Referencing:            Each section must reflect any supporting Harvard style citations.

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          A comprehensive Harvard style reference list must be included at the end of the work.

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Evidence to be submitted:

          Business Presentation – 500 words 

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          Briefing Report – 1000 words

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          Marketing Plan – 3000 words

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