Coursework
Unit 10: Strategic Marketing
Unit Reference Number
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Y/616/2732
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Unit Title
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Strategic Marketing
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Unit Level
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Number of Credits
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20
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Total Qualification Time
(TQT)
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2000 Hours
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Guided Learning Hours
(GLH)
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100 Hours
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Mandatory / Optional
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Unit Grading Structure
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Pass / Fail
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Learning Outcome – The learner
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Assessment Criterion – The learner can:
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will:
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1.
Be able to
critically analyse the
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1.1
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Critically evaluate
the nature and purpose of
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principles of
strategic marketing
and the role of
digital
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strategic marketing
in an organisation.
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1.2
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Critically analyse
and apply different marketing
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technologies.
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concepts in a range
of organisational contexts.
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1.3
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Explain the
processes involved in strategic
marketing.
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2.
Be able to apply tools for
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2.1
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Develop SMART
strategic marketing objectives for
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analysing the
business
environment in
strategic
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an organisation.
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2.2
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Critically review
the external and competitive
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marketing.
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environment in which
an organisational performs.
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2.3
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Draw conclusions
about the internal and
stakeholder
environment in which an organisational
performs.
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3. Be able to carry out market
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3.1
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Critically explore
market segments for an
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segmentation,
targeting and
brand positioning.
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organisational
context.
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3.2
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Evaluate targeted
segments for an organisational
context.
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3.3
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Design a
differentiated brand position for targeted
segments for an
organisational context.
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4. Be able to apply the
integrated
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4.1
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Evaluate the
significance of the integrated
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marketing mix in an
organisation.
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marketing mix for an
organisational context.
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4.2
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Design an effective
marketing mix for an
organisational
context.
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4.3
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Critically analyse
the relationship between the
product lifecycle
and the marketing mix for an
organisational
context.
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5.
Be able to critically analyse
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5.1
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Critically analyse
the nature of brands and the
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brands in a business
context.
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significance of
branding.
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5.2
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Critically discuss
the need for integration between
the brand pyramid,
the brand’s positioning and
brand management.
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5.3
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Demonstrate how
branding is used to strengthen a
business or product.
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LEVEL
7 DIPLOMA IN STRATEGIC MANAGEMENT AND LEADERSHIP | ASSIGNMENT BRIEFS
Scenario
Amazon
Go supermarkets in the UK.
The cashier-less supermarkets use
technology to allow customers to pick up items and walk out with them, instead,
charging their Amazon account so they don't have to stand in a checkout queue.
According to The Sunday Times, the
retailer is looking for “a significant number” of sites sized between 4,000
square feet and 5,000 square feet across the UK.
Amazon initially launched the
concept back in 2016, allowing Amazon staff to trial the new technology. Since
then, it has opened five stores in the US across Seattle and Chicago.
Customers download an Amazon Go app
before entering the store. They have to use the app to enter the store, which
registers their Amazon account, and then they can put their phone away and
start shopping.
Amazon’s “Just Walk Out Technology”
uses computer vision, sensor fusion and deep learning to detect when products
are taken off a shelf, or later returned.
The technology keeps track of all
the items in a virtual cart so there is no scanning involved. Once customers
are done shopping, they can leave the store and Amazon will charge your
account.
Amazon now has five Amazon Go
locations across the US.
There is a difference between having the no checkout stores
strictly for Amazon customers and allowing the general public in to try them
out. In 2017, the Wall Street Journal reported that the technology faced
problems when there were more than 20 people in the store, something Amazon has
been working to correct and, as a result, has delayed the expected roll out of
further locations.
At the moment, it’s unlikely that
Amazon Go will arrive to compete with your local Tesco or Sainsbury’s. The
stores stock ready-to-eat items for breakfast, lunch and dinner, with some
grocery essential ranges too, however, stock varies depending on which store
you are in.
But, when it does arrive in the UK,
it will no doubt be celebrated by busy Londoners. The idea of being able to
pick up some lunch and walk out of the door without queueing is a dreamy one,
we admit.
Source: www.standard.co.uk/tech/amazon-go-uk-locations-scouting
Task 1 of 1 – Presentation
(AC1.1, 1.2. 1.3. 4.3, 5.1, 5.2 & 5.3)
Instructions:
Your local small business
association has read about Amazon Go and is concerned about the potential
competition. They wish to offer strategic marketing advice to local businesses,
have asked you to prepare a presentation in which you should analyse and
evaluate key marketing concepts as well as the marketing planning process by
using Amazon Go as an example.
You should include:
1.
An introduction, evaluating the
purpose of strategic marketing
2.
A diagram of the marketing
planning process.
3.
A critical review of at least
three marketing concepts/models/theories and how they relate to
the
marketing planning process.
4.
A critical discussion of the
significance of branding using Amazon as an example.
5.
Illustrate the concepts of
‘brand pyramid’, ‘brand positioning’ and ‘brand management’, and how and why
these concepts should be integrated into marketing planning.
LEVEL 7 DIPLOMA IN STRATEGIC MANAGEMENT AND LEADERSHIP | ASSIGNMENT
BRIEFS
Delivery:
▪
1x presentation (15 -20 Mins)
▪
1x executive
summary (circa 500 words excluding diagrams)
Submission:
▪
1x PowerPoint Slides
▪
1x executive
summary (circa 500 words)
▪
1x handout
(if applicable)
Referencing:
•
Each section must reflect
any supporting Harvard style citations.
•
A comprehensive Harvard
style reference list must be included at the end of the work.
Task 2 of 2 – Marketing Plan
(AC2.1, 2.2, 2.3, 3.1, 3.2, 3.3, 4.1 & 4.2)
Instructions:
Co-incidentally, a
representative of Amazon attended your business association presentation and
was impressed. The Amazon manager responsible for the introduction of Amazon Go
to the UK has asked you to prepare a strategic marketing plan addressing the following:
1.
A section in which you perform
a PESTLE analysis and review Porter’s 5 forces relevant to
your
organisation.
2.
A section with a SWOT analysis and a stakeholder analysis of
your organisation
3.
A section in which you should
develop SMART strategic objectives for the organisation
4.
A section concerning the market
segment. This section should
a.
Discuss how market segments could be used for the organisation
b.
Select one or more market
segment(s), justifying your decision.
c.
Propose and justify a brand
positioning for the targeted market segment 5. A section concerning the
marketing mix. This section should
a.
analyse the significance
of the marketing mix for the organisation
b.
contain a pricing,
promotional and distribution strategy for one of its product ranges or
categories.
Submission and Delivery:
▪
1x marketing plan (circa 3000
words) – excluding appendices.
Referencing:
•
Each section must reflect
any supporting Harvard style citations.
•
A comprehensive Harvard
style reference list must be included at the end of the work.
Evidence
to be submitted:
•
Business Presentation –
(1000 words equivalent)
•
Executive summary of
presentation – 500 words
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Marketing Plan – 3000
words