Strategic Marketing Unit aims Unit level Unit code Credit value Unit grading structure Assessment guidance
This unit enables learners to develop knowledge and understanding of marketing at a strategic level and how this is applied in practice including developing a marketing strategy. 7 T/615/2693 15
Pass, Merit, Distinction To achieve this unit, learners must achieve the learning outcomes and meet the standards specified by the assessment criteria for the unit. Additional assessment guidance is provided on the ATHE sample assignment brief
Learning outcomes. Assessment criteria. The learner will: The learner can: Pass 1. Understand the principles of strategic marketing
2. Understand how to carry out a strategic marketing analysis
3. Understand the role of customer behaviour in marketing strategies
1.1 Analyse the relationship between corporate strategy and marketing strategy 1.2 Analyse the development of marketing strategies 1.3 Explain how different marketing strategies can contribute to competitive advantage 2.1 Evaluate approaches to conducting an internal environmental analysis 2.2 Evaluate approaches to conducting an external environmental analysis 2.3 Assess the integration of internal and external analyses 3.1 Analyse the role of the marketing research process and its relationship to consumer behaviour 3.2 Explain the different types of consumers and their behaviour in B2B and B2C
Merit
Distinction 1D1 Evaluate the relationship between strategic intent, strategic assessment, strategic choice and their impact on the formulation of marketing strategy
3M1 Analyse the influences on and the psychology of consumer behaviour
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