Unit 6.

5 Strategic Marketing
Level 6 15 Credits
Sample Assignment
To succeed in this unit, you are required to undertake a study of strategic marketing in an organisation
of your choice. Your findings will result in a report suitable for senior managers in the organisation.
All of the work for the tasks below should be incorporated into one report. You may attach relevant
appendices. Divide the report into sections with appropriate headings. Use appropriate referencing
and add a bibliography.
Task 1 !hoose an organisation for your research. "dentify a current issue that will impact on the
organisation. Agree the choice of organisation and issue with your tutor.
Task 2: Undertake a detailed analysis of the organisation#s current strategic marketing using both
internal and e$ternal environmental analyses and demonstrating how the chosen issue might impact
on the organisation. %$plain the organisation#s approach to positioning in the marketplace. %$plain
why you have chosen particular types of analysis and how the internal and e$ternal analyses
integrate.
Task 3: Discuss the decisions and choices at corporate level that will arise from the strategic
marketing analysis you have undertaken. Assess how these decisions will influence marketing at all
levels.
Task 4: &ake recommendations for marketing strategies that will contribute to the competitive
advantage of your chosen organisation. These should be based on your research and findings.
'ustify your choice of strategies.
!idance
Task 1: &ake sure that you choose organisations which have marketing information in the public
domain or will provide access to information. (or e$ample, some organisations publish annual reports
which include strategic ob)ectives. %$amples of current issues include changes in technology,
economic conditions, changes in legislation and new competitors. You will need report writing skills.
Task 2: Approaches to analysis are given in the indicative content of the unit.
Task 3 *emember that corporate decisions impact on functions such as finance, +* and research
and development.
Task 4: You should show that they have considered different strategies and give a rationale for their
final choices. ,ee indicative content for e$amples of strategies.
!idelines "#r assess#rs $eg minim!m evidence needed t# pass
t%e !nit at t%e rig%t level&
-showing task number-s., how related to /0s and e$pected evidence.
Task number A!s ,uggested evidence
1 "ntroduction or abstract
2 1.1,2.1,2.2,2.3,
3.3
4ritten report
3 1.2, 3.1, 3.2, 4ritten report
5 1.3, 5.1, 5.2,
5.3
4ritten report
All tasks must be completed at /evel 6 to pass the unit.