This module will enable you to take both traditional and digital strategic approach to marketing planning, integrating digital strategy, models, frameworks, and techniques throughout to achieve a competitive advantage. You will be able to recognize the significance of situation analysis and use techniques to assess the external and internal environment that enables effective decision making. You will also be able to apply all stages within the marketing planning process – from the audit, through strategic decision making, to implementation of plans across both traditional and digital channels. Finally, you will learn how to manage resources and employ monitoring and measurement techniques that enable the achievement of strategic marketing objectives.
Learning Outcome 1: Analyzing Internal and External Environments
Learning Outcome 2: Information and Insights to Recommend and Inform Strategic Decision Making
Learning Outcome 3: Develop Marketing Objectives and Strategy to Deliver Organisational Objectives.
Learning Outcome 4: Strategic Marketing Plan to Deliver the Marketing Objectives
Learning Outcome 5: Resources Required to Deliver the Strategic Marketing Plan
Learning Outcome 6: Monitoring the Progress of the Implemented Marketing Strategy