Strategic Marketing Decisions
The Strategic Marketing Decisions unit covers the second part of strategic marketing in a global context by building on the skills and knowledge gained from the study of the Analysis and Evaluation unit. The focus of this unit is on the nature of competitive strategy in a global context. It examines how, in such a dynamic environment, competitive advantage might be developed through strongly differentiated positioning and exploited in a cost-effective manner. Its emphasis is on where and how the organisation competes and, in doing this, highlights the strategic marketing significance of brands, innovation, alliances and relationships and e-marketing. An important theme running through the unit is the development of the capability to develop innovative solutions that enhance an organisation’s competitive position in its chosen markets.
- Appraise a range of corporate and business visions, missions and objectives and the processes by which they are formulated, in light of the changing bases of competitive advantage across geographically diverse markets
- Identify, compare and contrast strategic options and critically evaluate the implications of strategic marketing decisions in relation to the concept of ‘shareholder value’
- Evaluate the role of brands, innovation, integrated marketing communications, alliances, customer relationships and service in decisions for developing a differentiated positioning to create exceptional value for the customer
- Demonstrate the ability to develop innovative and creative marketing solutions to enhance an organisation’s global competitive position in the context of changing product, market, and brand and customer life cycles
- Define and contribute to investment decisions concerning the marketing assets of an organisation
- Demonstrate the ability to re-orientate the formulation and control of cost-effective competitive strategies, appropriate for the objectives and context of an organisation operating in a dynamic global environment
