INTRODUCTION TO STRATEGIC MARKETING IN PRACTICE part 2

Marketing contributes to corporate and business plans and develops its own functional plan at an operational level.

Areas of focus for SMIP

The SMIP module is designed to test the application of knowledge gained within the other three Post-graduate
modules, alongside the more contemporary marketing issues that affect a range of marketing activities.
These include:

Globalization
Many multinationals have operated globally for years
but technology is driving change, enabling smaller
companies the opportunity of operating globally. The
introduction of the Euro has lead to the development
of pan-European markets .

Organizational Issues
The culture and nature of the organization, due to
inappropriate structures or personnel, can lead to the
success or failure of the planned marketing strategy.

Sustainability
Increased concerns over climatic change and
environmental deterioration are of critical importance
to marketers. It is important that constraints imposed
by the environment are considered.

Constraints
Resources available, either financial or HR related,
can significantly restrict an organization’s ability to
react within its market sector. A sound knowledge
of basic financial statements is essential

Guidelines for pre-prepared work

SMIP students receive the case study four weeks

prior to the examination date.

Students are required to produce six pages of

prepared analysis which will be submitted with

the examination script.

25% marks can be awarded for this analysis

as follows:

10% for originality and appropriateness of

pre-prepared analysis

15% for appropriate application of the analysis

within the exam script

 

Analysis should demonstrate

* The use of models and concepts applied to
the case material
* Key issues arising from the analysis of the
case material
* An individual approach to the case study
supplied
* Clear knowledge of the most appropriate
techniques applicable to the case study
organization

Revision tips
* Familiarize yourself with the information gained
within the other modules you have studied at
Post Graduate level
* Familiarize yourself with more operational
concepts at Professional Certificate level that you
may not have studied formally, such as marketing
research and communications planning
* Consider the range of contemporary marketing
issues that are applicable to case study
organization and the likely constraints these may
impose
* Ensure that relevant financial and
marketing metrics are utilized within the
analysis process
* Remember to cross-refer your work in the
examination to the pre-prepared analysis

.