ASSIGNMENT BRIEF

BTEC Level 7 Diploma in Strategic Management and Leadership

Qualification Unit number and title

Pearson BTEC Level 7 Professional

Qualifications in Strategic Unit 5: Strategic Marketing Management
Management and Leadership

Student name Assessor name

Dr. Dillina Herath

Date issued Completion date Submitted on

17.04.2021

Assignment title Strategic Management and Leadership

Learner declaration

I certify that the work submitted for this assignment is my own and research sources
are fully acknowledged.

Learner signature: Date:

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 Assignment brief

Unit number and title Unit 5: Strategic Marketing Management

Pearson BTEC Level 7 Professional Qualifications in

Qualification
Strategic Management and Leadership

Start date 17.04.2021

Deadline/hand-in

Assessor Dr. Dillina Herath

Assignment title Strategic Marketing Management in Organisations

Purpose of this assignment

In this assessment, learners will investigate how marketing plans are designed to
contribute towards an organisation’s mission and strategic objectives. They will
consider the management decisions that have to be taken when implementing
different elements of the marketing mix (product, price, people and place) and how
marketing plans can be monitored and controlled to maximise the benefits to the
organisation and its stakeholders.

Scenario

The assignment will be ideally based on the learners’ own workplaces/job role and
require you to undertake in-depth research into an organisation. To address each
section of the assignment, you are to select, ideally the organization you work for, or
any another organisation you may be familiar with. It would be useful for you to
choose an organisation that is operating in an environment that requires it to refocus
its marketing strategy and associated tactics.

Section “A” (LO A and B AC A.1, A.2, A.3, B.1, B.2, B.3)

Assume that you are the marketing manager for the selected organization and the
board of directors has requested you to write a report titled “Links between
strategic marketing and corporate strategy of the Organisation”. This report
will involve identifying the corporate objectives of the selected organisation and then
analysing the

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links between these objectives and the various elements of the organisation’s
marketing strategy. You are expected to exhibit a good knowledge of the range of
models that are available and make an assessment of the value of the models used in
strategic marketing planning.
You are therefore expected to analyse the application of different theoretical marketing
models and marketing analysis techniques and how these models and techniques may
have influenced the development of an organisation’s marketing strategy.

Your report should have following areas addressed:

 Overview of the given organization and the industry sector it is situated in.
 An analysis of marketing goals that maybe set for the particular selected
organisation. (A1)
 An in-depth analysis on the processes involved in marketing management in the
organisation. (A2)
 Critical analysis of contribution of marketing management processes to the
achievement of corporate objectives of the organization considering feedback
loops to corporate decision-makers being used. (A3)
 Analysis of processes involved in strategic marketing in the light of the selected
organisation (B.1)
 Critical analysis the relationship between marketing management and strategic
marketing (B.2)
 An investigation of models used in setting strategic marketing objectives (B.3)
 List of references

Section “B” (LO C and D AC C.1, C.2, C.3, D.1, D.2, D.3)

The section B of the assignment requires you to explore the link between strategic
positioning, strategic management techniques and marketing tactics for the
organization you have selected in section A in the form of a “Marketing Strategy
Evaluation Plan”.
You will need to apply the principles of strategic marketing and analyse the use of
strategic marketing techniques in the market the chosen organization is operating in.
For example, this could include the organisation’s response to stakeholder pressure
including the need to address socio-economic imperatives such as climate change and
social issues, as well as the impact of technology on both product design and the
changing nature of customer relationship management.
Further, it is required that you to undertake an impact analysis of the effectiveness of
the selected organisations ‘marketing strategy and the tactics it has used to achieve
its strategic objectives.
In the light of the chosen organsation, you are required to include the following in your

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strategy evaluation document.
 An introduction about the selected organisations marketing strategy direction
 Investigation of strategic marketing techniques that can be applied by the
selected organisation (C.1)
 Application of the 7P marketing mix in the context of selected organisation
(C.2)
 Selecting at least one another organisation operating in the same market the
selected organisation is operating in, evaluate the effectiveness of strategic
marketing tactics applied in these different organisations (C.3)
 Analysis of role and functions of marketing management in the context of
selected organisation (D.1)
 Critical evaluation of appropriateness of strategic marketing objectives pursued
by selected organisation the in the given market context (D.2)
 An impact analysis evaluating the effectiveness of marketing management in
the selected organisational context (D.3)
 List of references

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Evidenc
Evidence
e Summary of evidence required by student
presented
checklis
t
To achieve learning outcome A, learners must identify the specific
marketing goals of an organisation and how these goals contribute to
the organisation’s strategic objectives and overall mission statement.
Learners must show how the GOSPA corporate performance
management process could be applied to marketing management
processes in a specific organisational context and analyse how these
processes are coordinated across different functional areas within a
business. Learners must provide evidence that shows that they have a
good understanding of the processes involved in marketing
management, including the feedback loop to corporate decision-makers.
Section
To achieve learning outcome B, learners must show a good
“A”
understanding of the application of strategic marketing models in an
organisational context. Learners must analyse how marketing analysis
techniques may have influenced an organisation’s marketing strategy.

Learners must provide evidence of a market analysis, using appropriate

models and marketing analysis techniques, based on an organisation
operating in a specific market. The analysis should be accompanied by
an overview of the implications of the learner’s own analysis for the
organisation’s marketing strategy and how far these match those of the
organisation’s marketing strategy.

To achieve learning outcome C, learners must produce a report that

provides a range of evidence showing how strategic marketing
techniques have been applied by organisations operating in the same or
different market sectors. This could cover aspects such as market
segmentation and profiling and the link with different marketing
strategies. Learners must show a good understanding of the application
of marketing tactics applied in each of the components of the 4P
marketing model and how the extended 7P marketing model influences
and impacts on an organisation’s marketing tactics, including its
corporate communications strategy.
Section To achieve learning outcome D, learners must identify how changing
“B” factors within an organisation’s external environment have impacted on
its marketing tactics. Learners must evaluate the effectiveness and
appropriateness of an organisation’s response to the changing nature of
its external environment. The evaluation should be based on an in-depth
analysis of the strengths and weaknesses of its marketing management
strategy and its associated marketing tactics.

Learners must evaluate the effectiveness of an organisation’s marketing

tactics using appropriate performance indicators mapped against an
organisation’s corporate objectives and, where possible, its own
performance targets.

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General guidance about assessment evidence

The submission should be in the form of one document comprising two sections,
sections “A” and “B”. In section “A” you are required to produce an individual written
report titled “Links between strategic marketing and corporate strategy of the
Organisation”. In the section “B”, you are required to produce a “Marketing Strategy
Evaluation Plan”, ideally for the same organization you have selected for addressing the
section “A”. These documents should be written in a concise, formal business style using
1.5 or double line spacing and font size 12. You are required to make use of headings,
paragraphs and subsections as appropriate, and all work must be supported with
research and referenced using Harvard referencing system.

Report format- Please provide a referencing list using Harvard referencing system. The
recommended word limit is approximately 4,500 words for each of the sections though
you would not be penalized for exceeding word count.

Note to assessor

Sections “A” and “B” could be completed in 1 phase, assessed and returned to the
student with summative feedback

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 Assessment Summary - Criteria and Summative Feedback
Achieved
L In this assessment you will have the Sectio Yes/No
Outcome(s) AC opportunity to present evidence that (Indicate Feedback
O shows you are able to: n page
numbers)

A.1
Analyse the marketing goals that may be
A
set by an organisation

Understand
the processes Analyse the processes involved in
A.2 A
A involved in marketing management
marketing
management
Critically analyse the contribution of
A.3 marketing management to the A
achievement of corporate objectives

B.1
Analyse the processes involved in strategic
A
marketing
Understand
the tools used Critically analyse the relationship between
to develop a B.2 marketing management and strategic A
B
strategic marketing
marketing
strategy Investigate the models used in setting
B.3 A
strategic marketing objectives

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 Investigate the strategic marketing
C.1 techniques that can be applied by an B
Understand organisation
how
marketing Investigate the application of the 7P
managers C.2 marketing mix B
C
use strategic
marketing
techniques
and tactics Evaluate the effectiveness of strategic
C.3 marketing tactics applied in different B
organisations

Understand Analyse the role and functions of

how marketing D.1 marketing management in an B
management is organisational context
D
applied an Critically evaluate the appropriateness of
organisational D.2 strategic marketing objectives in a given B
context context
Evaluate the effectiveness of marketing
D.3 management in a given organisational B
context

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 Assessment Feedback

Formative Feedback: Assessor to Student

Action Plan

Summative feedback

Feedback: Student to Assessor

Assessor Date
signature

Student signature Date

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Section “A”

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Links between strategic
marketing and corporate
strategy of the (Name of
the Organisation)

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Contents
Section “A” .................................................................................... 8
1. Introduction ................................................................................ 9
2. An analysis of marketing goals that maybe set for the …..(name of the
organisation) (A1) ............................................................................ 10
3. An in-depth analysis on the processes involved in marketing management in
…..(name of the organisation). (A2) ...................................................... 11
4. Critical analysis of contribution of marketing management processes to the
achievement of corporate objectives of …..(name of the organisation) considering
feedback loops to corporate decision-makers being used. (A3) ...................... 11
5. Analysis of processes involved in strategic marketing in the light of …..(name
of the organisation) (B.1) .................................................................. 11
6. Critical analysis the relationship between marketing management and strategic
marketing at …..(name of the organisation) (B.2) ...................................... 12
7. An investigation of models used in setting strategic marketing objectives of
…..(name of the organisation) (B.3) ...................................................... 12
8. Conclusion ................................................................................ 12
List of references ............................................................................ 12

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 1. Introduction

(You are required to give an outline of the organisation including mission and
vision and giving an introduction to overall organisation and the industry the
organisation is operating in)

2. An analysis of marketing goals that maybe set for the …..

(name of the organisation) (A1)

(You can talk about following categories of goals that may be set for the
selected organisation
 strategic goals such as , e.g. growth, diversification, market share,
market
development;
 economic goals, e.g. sales costs, profitability, contribution margin,
margins;
 psychographic goals, e.g. awareness of brand; image; overall customer
satisfaction rates; customer loyalty; SMART objective setting based on
key principles–
content, extent, time and market segment)

3. An in-depth analysis on the processes involved in marketing

management in …..(name of the organisation). (A2)

(You are required to write about how the selected organisation is going about
application of marketing management processes: GOSPA (Goals, Objectives,
Strategies, Plans and Tactics) corporate performance management process
applied to the marketing management function; determining marketing goals,
formulating a marketing strategy, applying marketing tools and establishing
control processes to monitor key performance indicators, implementing any
required remedial action and providing feedback to key decision-makers in the
organisation.
Basically, you must show how the GOSPA corporate performance management
process could be applied to marketing management processes in a specific

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organisational context and analyse how these processes are coordinated
across different functional areas within the selected business.)

4. Critical analysis of contribution of marketing management

processes to the achievement of corporate objectives of …..
(name of the organisation) considering feedback loops to
corporate decision-makers being used. (A3)

(Learners must provide evidence that shows that they have a good
understanding of the processes involved in marketing management,
including the feedback loop to corporate decision-makers. e.g.
Michael Porter; links to mission statement, organisational structure,
corporate responsibility and ethics; dynamic strategy (Carpenter and
Sanders); knowledge management systems.)

5. Analysis of processes involved in strategic marketing in the

light of …..(name of the organisation) (B.1)

You are required to give insights to the concept of Strategic marketing. Use key
definitions from the Chartered Institute of Marketing and key authors, e.g.
Hugh Davidson, Peter Doyle, Philip Kotler, Malcolm McDonald; role and
importance of strategic marketing in an organisation; concepts; systematic
approach; sequencing and scheduling of activities; integration of activities;
resource requirements; timescales; monitoring and control elements. All in the
light of the selected organization.
Then you are required to look into Processes related to strategic marketing in
the organisation: strategic marketing planning processes, e.g. Peter Doyle,
Malcolm McDonald’s strategic marketing analysis, marketing strategy objective
setting, perceptual mapping, factor analysis, option evaluation, choice,
formulation, implementation and control.

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 6. Critical analysis the relationship between marketing
management and strategic marketing at …..(name of the
organisation) (B.2)

(Explain what marketing management is briefly and explain what strategic

marketing is all about. You are to evaluate how these two concepts would
relate in the light of the organisation you have selected. You need to write
about how marketing management prosesses would help an organisation to
define long term strategic marketing activities)

7. An investigation of models used in setting strategic

marketing objectives of …..(name of the organisation) (B.3)

(You are to apply marketing tools and models in the organizational context of
the selected organization. You are required to carry out an industry and
market environment situation analysis for the organization using few of the
following; Porter’s Five Forces model; competitor analysis; SWOT (strengths,
weaknesses, opportunities, threats) analysis, STEEPLE (social, technological,
economic, environmental, political, legal, ethical) analysis), PEST (political,
economic,social, technological) analysis, marketing audit, the 5C model.
Further, you can use Marketing analysis techniques: e.g. BCG matrix, product
life cycle model, Ansoff matrix.)

8. Conclusion
(Wite a paragraph or two in terms of concluding remarks)

List of references
(Use Harvard style referencing. List alphabetically ordered, not numbered nor
bullet pointed)

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Section “B”

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Marketing Strategy Evaluation
Plan for…(Name of the
Organisation)

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Section “B” ...................................................................................... 13
1. Introduction .................................................................................. 16
2. Investigation of strategic marketing techniques that can be applied by …..(name
of the organisation) (C.1) ....................................................................... 17
3. Application of the 7P marketing mix in the context of …..(name of the
organisation) (C.2) ............................................................................... 17
4. Evaluation of effectiveness of strategic marketing tactics applied in …..(name of
the organisation) and other organisations operating in similar markets(C.3) ........... 18
5. Analysis of role and functions of marketing management in the context of
…..(name of the organisation) (D.1).......................................................... 18
6. Critical evaluation of appropriateness of strategic marketing objectives pursued
by …..(name of the organisation) in the given market context (D.2) ................... 19
7. An impact analysis evaluating the effectiveness of marketing management for
…..(name of the organisation) (D.3).......................................................... 19
8. Conclusion .................................................................................... 19
List of references 19

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 1. Introduction

(An introduction about the selected organisations marketing strategy direction

should be given in this section)

2. Investigation of strategic marketing techniques that can be

applied by …..(name of the organisation) (C.1)

(You are required to explain here in the selected organisation, how marketing
managers use strategic marketing techniques and tactics. You can draw
examples from following areas related to Marketing techniques: setting
marketing objectives and marketing strategy, targeting markets; segmenting
markets, e.g. geographic, demographic, psychographic, behaviour; profiling
markets, e.g. revenue potential, market share potential, profitability potential,
positioning segmented markets, e.g. market leader or product line extension,
mass marketing or niche marketing, direct or indirect sales; customer
relationship marketing (CRM) features and implications for business strategies;
market pioneer; close followers, late followers; offensive, defensive and value-
based marketing strategies.)

3. Application of the 7P marketing mix in the context of …..

(name of the organisation) (C.2)

(You are required to apply the extended marketing mix in the context of the
organization you have selected: the 7P model (product, place, price,

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promotion, people, processes, physical evidence); marketing strategies for
product/service, pricing, distribution, promotion, e.g. advertising, sales
promotion, personal selling, direct marketing, public relations, people, e.g.
internal, intermediaries, customer service, processes and physical evidence, e-
marketing strategy; resource requirements, e.g. financial, people, marketing.)

4. Evaluation of effectiveness of strategic marketing tactics

applied in …..(name of the organisation) and other
organisations operating in similar markets(C.3)

Selecting at least one another organisation operating in the same market the
selected organisation is operating in, evaluate the effectiveness of strategic
marketing tactics applied in these different organisations. You are to compare
these organisations in the light of following :

 Pricing tactics, e.g. skim pricing, penetration pricing, cost price, market
price, price discrimination.
 Promotion tactics: push strategies, e.g. the promotional mix, customer
loyalty
schemes, product sampling, dealer loaders, extended credit, point of
sale (POS) materials.

 Place tactics: pull strategies, e.g. distribution channels, online channels

and smart technology, transport management, stock and handling, run
through times, terms of
delivery.

 Communication tactics: e.g. print, promotions, branding, the marketing

message (content of the communication); role and importance of social
media.)

5. Analysis of role and functions of marketing management in

the context of …..(name of the organisation) (D.1)

You are to analyse the how marketing management is being dealt with by in
the organisational contex related to following t: e.g. product portfolio,
organizational structure and culture, impact of globalisation, the strength or

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weakness of competitors, importance of environmental factors, changes in the
political environment, the state of the economy, economic indicators,
influence of social media. Further you have to talk about how the selected
organization is responding to changes in in the external environment: shift
from supply to demand environment; fashionisation of markets; micro-
markets; rising expectations;
technological change; competition; globalisation; importance of customer
service; commoditisation; erosion of brands; new constraints.
You can break down the answer along following marketing management
functions

 Selling
 Buying and Assembling
 Transportation
 Storage
 Standardization and Grading
 Financing
 Risk Taking
 Market Information

6. Critical evaluation of appropriateness of strategic marketing

objectives pursued by …..(name of the organisation) in the
given market context (D.2)

(You are to do a critical evaluation of appropriateness of marketing objectives

in the selected organisational context: focus of marketing objectives, links
to corporate strategy, speed of new product developments, ability to
customise, ability to handle information to gain competitive
advantage; e-marketing position, core focus, target markets, nature
and potential of key market segments, partnerships with customers
and other stakeholders, organisational structure, innovation
strategies, timescales, resource requirements, budgets, monitoring,
review and control mechanisms.)

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 7. An impact analysis evaluating the effectiveness of marketing
management for …..(name of the organisation) (D.3)

You are to conduct an Impact analysis: economic and psychographic

impact, e.g. sales volume and value, costs, profitability, margins,
shareholder value, brand recognition, customer loyalty and
retention; digital marketing metrics, e.g. page views, bounce rate, exit
rate, conversion rate, click through rate, new visitors, and average
length of session.

8. Conclusion
(Wite a paragraph or two in terms of concluding remarks)

List of references
(Use Harvard style referencing. List alphabetically ordered, not numbered nor
bullet pointed)

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