710 Marketing Strategy

Unit Overview

710 Marketing Strategy is a critical unit within the CMI Level 7 module that focuses on aligning the activities within the organisation to its marketing need. Marketing is one of the main activities that ensures there is an effective connection between the leaders of the organisation and its customers. The marketing strategies are therefore designed to provide platforms of communication and interaction between the organisation and its customers, and main stakeholders.

It is important for leaders, who are responsible for developing marketing interventions, to understand the principles that help to contribute towards improving the capabilities of their organisation to achieve the goals set for its marketing strategies and approaches. The leaders must also be able to align the organisational needs to the strategic goals, which involve beating the forecasted competition in the future and ensuring meeting future customer needs. They should also understand the approaches that they can use to create strategies and cultures that contribute towards accomplishing the strategies and needs of their organisations.

710 Marketing Strategy is a unit that is designed with the aim of improving the ability of leaders to influence marketing activities and processes within their organisations. The unit provides the leaders with relevant and appropriate training on approaches that they can use to develop desired marketing strategies within their organisation. They are guided to evaluate the future needs of their organisations to ensure that the marketing strategies implemented in the present are aligned with the strategic needs of the organisations. Lastly, the unit helps the leaders to understand the information that they can utilise in improving the marketing approaches and strategies within their organisations. This unit is taught in 30 hours of guided learning and contributes 8 credit values towards the completion of the CMI Level 7 module.

Suitability of the Unit

Leaders must be able to establish effective leadership approaches and systems that contribute towards meeting g their organisational goals and objectives. They should be able to ensure that the approaches that they have developed are effective in meeting the current and future needs of their organisation as well as creating approaches to support the personnel required to accomplish the designed strategies. As such, 710 Marketing Strategy is a suitable unit for the leaders within the organisation who have the responsibility of creating the marketing strategies and systems.

The unit is designed to address the learning needs of the senior managers within the workplace. These managers have the role of making strategic decisions that set the culture and approaches that are to be implemented within their organisations. It helps them to understand the nature of relationships and interactions with stakeholders in the workplace. The unit is also applicable for the middle manager and other leaders who have to effectively interact with the people within their areas of learning. The unit contributes to helping them to improve their ability to develop marketing decisions and strategies within their areas of responsibility. Employees can also use the unit to prepare them for leadership roles and responsibilities in the future.

Learning Outcomes

Upon completion of the unit, the learner should be able to:

• Understanding the meaning of the concept of marketing strategy

• Identify the legal requirements associated with marketing strategy within the organisational context

• Critically appraise the theoretical frameworks and processes which inform strategic marketing practices within the workplace

• Understand the interrelationship between marketing and the organisation’s strategic goals and objectives

• Identify the impact of technology on marketing practices and strategies

• Evaluate the role of leaders in effectively developing strategic marketing strategies and practices within their areas of responsibility

• Make recommendations for effective marketing strategies in their areas of responsibility based on learning concepts of marketing

Key Learning Areas

710 Marketing Strategy is a unit that mainly focuses on ensuring that the learner is able to effectively handle the process of marketing. As a leader, they should be able to develop strategies and approaches to marketing that meets the need of the organisation. Some of the main areas of learning in this unit include:

The Concept of Marketing

This area of learning helps the learners to understand the meaning of marketing from a strategic point of view and the impact that these strategies have on the organisation. They are guided to align the organisational objectives and requirements to the ability to effectively handle and manage organisational activities in relation to marketing. Learners are also guided to understand their roles as leaders in effectively developing and implementing marketing strategies within the organisations which are important and required for any leaders within the workplace. The area of learning covers critical information that helps the learners to understand the significance of marketing strategies and the role of leaders within the workplace.

Principles of Marketing Strategy

This area of learning focuses on improving the understanding of the specific principles of strategic marketing. It involves being able to effectively handle the specific elements within the workplace. The learners are guided to understand tools such as marketing mix that are critical lain, improving the ability to effectively handle a marketing activity or practice. Learners are also guided to understand the different steps of marketing, which involve effectively understanding the markets that are the focus of the organisation and ensuring that they achieve the desired goals and objectives.

Evaluation

710 Marketing Strategy is a unit that is taught using both theoretical and practice. The learners are exposed to interactive programs that aim at improving their capabilities. The learners are evaluated using a written assessment. Supervised practice and simulated exercises can also be used to effectively achieve the desired goals within the learning process.