Strategic Marketing Planning and Execution

Sales and Marketing

Unit Code
Level 7
Distance Learning
Class Room
Unit Code
Level 7
Distance Learning Fee
Face to Face Fee
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Total Fee £1600

£2360 (£1600 during the tuition waiver period)

Please see the Tuition Fee section to see if you are eligible for a scholarship.
Course Overview

The Strategic Marketing module introduces learners to key marketing concepts, including market orientation, customer acquisition, market offering and design, positioning, brand management, and the customer experience. The module aims to develop learners' abilities to identify problems, analyse market-related opportunities, and develop effective strategies to reach audiences across different contexts. Learners will also gain an understanding of social and environmental responsibility, legal challenges, and other implications of professional marketing practice. By the end of the module, learners will be equipped with the knowledge and skills to critically analyse marketing concepts, formulate competitive branding and marketing strategies, and implement effective marketing solutions.

Course Content

Introduction to Strategic Marketing

  • Defining Marketing
  • Introduction to Strategic Marketing
  • Role of Strategic Marketing
  • Process of Strategic Marketing

Analysis: Portfolio, Market, Competition and Customer in the MarketPlace

  • Portfolio Analysis
  • Market Analysis
  • Analysing Competition
  • Market Segmentation, Targeting and Positioning

Frameworks of the Business Environment

  • Why Do We Need Business Environment Frameworks in Strategic Marketing?
  • Internal and External Environment of Strategic Marketing
  • Identifying Patterns and Trends of Strategic Marketing
  • Factors that Affect Pricing Decisions
  • Importance of Identifying Marketing Targets

Approaches to Identifying Problems

  • Barriers of Strategic Marketing
  • Integrating the Marketing Systems and Design to Identify the Marketing Problems
  • Importance of Identifying Marketing Targets
  • Steps in the Marketing Research Process
  • The 7Ps Marketing Mix

Marketing Branding

  • What is Market Branding?
  • Importance of Market Branding
  • Pros and Cons of Marketing Branding
  • Impacts of Competitive Branding in Strategic Marketing

The Impact of Environmental and Social Responsibility

  • Understanding Environmental Responsibility
  • What are the Impacts of Social Responsibility in Organisations?
  • Ethic, Laws and Customer Empowerment in Marketing

Developing and Implementing a Monitoring Strategy

  • Understanding the Implementation of Marketing System
  • Monitoring and Evaluation Plan
  • Functions of the Marketing Plan
  • Forecasting
Learning Outcome & Assessment Criteria

1.  Be able to identify personal skills to achieve strategic ambitions

  1. Critically analyse the strategic direction of the organisation
  2. Critically evaluate the strategic skills required of the leader operating in a complex environment to achieve personal and organisational strategic ambitions
  3. Assess the relationship between existing, required and future skills to achieve strategic ambitions

2.  Be able to manage personal leadership development to support achievement of strategic ambitions

  1. Critically discuss the opportunities to support leadership development
  2. Design a personal development plan to direct leadership development in a complex environment
  3. Devise an implementation process to underpin the success of the development plan that can realise substantial changes in leadership style

3.  Be able to evaluate the effectiveness of the leadership development plan

  1. Critically evaluate the achievement of outcomes of the plan against original objectives
  2. Evaluate the impact of leadership style and the achievement of objectives on strategic ambitions in different organisational settings
  3. Critically review and update the leadership development plan

4.  Be able to advocate an employee welfare environment that supports organisational values

  1. Critically evaluate the impact of corporate commitment to employee welfare on strategic organisational objectives
  2. Discuss how an employee welfare environment can affect achievement of strategic organisational objectives
  3. Determine the influence of corporate commitment to employee welfare on the development of organisational values that will realise strategic ambitions
  • The assessment strategy for this course is designed to test all the learning outcomes.
  • Learners must demonstrate successful achievement of all learning outcomes to pass the course.
Assessment Marking Criteria


Citizens of the following countries are eligible for a 50% scholarship upon writing a personal statement. All scholarships are to be approved by the Academic Board. The list of countries are: Sri Lanka, Indonesia, Philippines, Bhutan, Morocco, Vietnam, Papua New Guinea, Laos, Cambodia, India, Nigeria, Ghana, Bangladesh, Laos, Myanmar, Pakistan, Nepal and South Africa. Please talk to your student counselor and ask for the Coupon Code to get the 50% Tuition Waiver.

  • The assessment criteria for a pass will be presented with the summative exercise.
  • Further information and guidance on the assessment will be made available through the tutor.
Unit Pass Requirements

To pass the unit a 40% overall grade must be achieved.

Frequently Asked Questions
What is included in the cost of my programme?
  • All course material, including online modules and written assignments
  • Unlimited personal tutor support with online sessions
  • Dedicated student support
  • Access to an online community learning forums
  • Assignment marking and feedback
Am I eligible for this programme?

You are eligible if you meet our stipulated entry requirements.

Standard ROUTE

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Access to LMS

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Complete in 12 months

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Requires submitting 1 assignment per month



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Complete in 6 months

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Dedicated counselor

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