5. Be able to critically analyse brands in a business context.
organisational 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.
Assessment To achieve a pass for this unit, learners must provide evidence to demonstrate that they have fulfilled all the learning outcomes and meet the standards specified by all assessment criteria. Learning Outcomes to be met All 1 to 5
Assessment Criteria to be covered All ACs under LO 1 to 5
Assessment type Coursework
Word count (approx. length) 4500 words
Indicative contents
Critically discuss the nature and purpose of strategic marketing in an organisation: strategic marketing e.g. definition, concepts, aims, objectives, importance; the interrelationships between strategic marketing and business organisation; emergence and importance of digital and online marketing.
Analysis and application of different marketing concepts in different organisational contexts: strategic marketing concepts of Philip Kotler, Peter Doyle, Hugh Davidson, Malcolm McDonald and others; strategic marketing features; attachments with corporate strategies as defined by Michael Porter; organisational structures; dynamic strategies as featured by Carpenters and Sanders; attachments with mission statements; ethics and corporate responsibilities; knowledge management systems; systematic approaches, necessities of strategic marketing in an organisation; activity integration, scheduling and sequencing; resource demands; time scaling; control and monitoring elements.
Explanation of the processes involved in strategic marketing: the definition, role and importance of process in strategic marketing; planning processes of strategic marketing with contributions or Malcolm McDonald and Peter Doyle; strategic marketing analysis; factor analysis; option evaluation; objective setting of marketing strategy; perceptual mapping; choice; control; formulation; implementation.
Developing SMART strategic marketing objectives for an organisation: situation analysis of market, industry and organisation environment; conduct and performance; SMART (specific, measurable, achievable, realistic and time bound); portfolio analysis techniques: Ansoff matrix, BCG matrix, Product Life Cycle model; Porter’s Five Forces model; PEST (political, economic, social, technological) analysis; marketing audit.
Assessing and evaluating external and competitive environment in which an organisation performs: supply to demand environment shift; competition; globalisation; new constraints; fashionisation of markets; micro-markets; expectations rising; technological change; importance of customer service; commoditisation; brands erosion.
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