Marketers are presented with many complex choices in the context of a future that is inherently uncertain. This module from the Chartered Institute of Marketing Diploma in Professional Marketing provides the skills to be able to take a strategic approach to planning that achieves a sustainable competitive advantage
Aims of the module
This module recognises the significance of situation analysis and introduces techniques for assessing external and internal environments to enable effective decision making. It outlines the importance of all stages within the marketing planning process, from audit, through strategic decision making, to implementation of plans; and how managing resources, employing monitoring and measurement techniques enable the achievement of strategic marketing objectives.
The content of this module covers:
- Current and future external and internal environments
- Information to recommend and inform strategic decision making
- Strategic marketing plans to realise organisational objectives
- Resources to deliver the plan
- Continuous improvement
Assessment: Extended answer test
(A three hour examination) Extended answer questions with preparatory work.