Extended Diploma in Strategic Management and LeadershipHuman Computer Interaction

Edexcel, QCF Level 7

MODULE NAME AND UNIT	Unit 7:Strategic Marketing Management
STUDENT NAME	Mohammad Khyrul Bassar
STUDENT ID
STUDENT EMAIL
ASSESSOR
ASSIGNMENT DISTRIBUTION DATE		ASSIGNMENT SUBMISSION DATE
		FEEDBACK DATE

Plagiarism

Any act of plagiarism will be seriously dealt with according to the College’s and the Awarding Body’s regulations. The definition and scope of plagiarism are presented below:

Plagiarism is presenting someone else’s work as your own. It includes copying information directly from the Web or books without referencing the material; submitting joint coursework as an individual effort; copying another student’s coursework; stealing coursework from another student and submitting it as your own work. Suspected plagiarism will be investigated and if found to have occurred will be dealt with according to the college procedure.(For details on Plagiarism please see the student handbook)

Submission

Assignments must be submitted to the Reception Desk and a receipt must be obtained.

Student must use College template for the Assignment.

You must keep a copy of your assignment for your own reference.

Assignment brief should be submitted with the Assignment.

Learner Declaration

I certify that the work submitted for this assignment is my own. Where the work of others has been used to supplement my work, this has been acknowledged and referenced.

Signature………………………………………………Date: ………………………

OFFICE USE ONLY

Date received: Received by:

Assessed by: Dr Anwar Haque Result: REFER 14/6/13

Date recorded and dispatched to student:

Recorded and dispatched by:

Feedback Sheet

Learning Outcomes	Feedback to Student	Assessor’s Decision	Internal Verification
1 Understand the principles of strategic marketing management	discuss the role of strategic marketing in an organisation It would be a good idea to separate out 1.1. and 1.3. There is not enough discussion about the role of strategic marketing (SM).To pass you need to:include a discussion about the role SM will pay in helping Tesco’s achieve its objectives – you include a discussion about the difference between strategic and tactical marketing. You have to conclude how much of a role SM plays and present arguments for and against your conclusion.	R
	explain the processes involved in strategic marketing You did describe a process but you gave no reference for the process. To pass you must: give a reference, explain all the parts and provide examples for each part.	R
	evaluate the links between strategic marketing and corporate strategy It would be a good idea to separate out 1.1. and 1.3. No definition of corporate strategy (CS). To pass you need to: state how SM supports CS and any limitations on that support, then come to a conclusion and then discus that conclusion	R
2 Understand the tools used to develop a strategic marketing strategy	2.1 assess the value of models used in strategic marketing planning You have only mentioned one Model – the BCG. There is no reference and you do not assess its value. You need to include an assessment of the value of PEST,SWOT, and DPM. Assessing includes a discussion of the advantages and disadvantages of each model and then stating if it would be of value to Tescos and how much.	R
	2.2 discuss the links between strategic positioning and marketing tactics Little discussion of strategic positioning – just how important it is. You did not include what it is or use a model such as the Price/Position matrix. You did not say how marketing tactics (4Ps) can be linked with it.	R
	2.3 analyse the merits of relationship marketing in a given strategic marketing strategy No definition of relationship marketing(RM). You did explain its value to Tescos. But no discussion of the general merits and limitations of RM and no conclusion as to how effective RM can be. All of these must be linked to a given marketing strategy.	R
3 Be able to use strategic marketing techniques	3.1 use appropriate marketing techniques to ascertain growth opportunities in a market Segmentation, Targeting and Positioning are not the correct tools. You could choose any of the following: Porter’s generic strategies; Ansoff’s matrix; General Electric model; Shell directional policy matrix or DPM.	R
	3.2 plan how to use marketing strategy options in a market To pass you need to: discuss the importance of marketing strategy options. You must plan appropriate options and apply them to Tescos. You have mentioned the “option of entering Bangladesh” but there is no rationale given as to what this could be possible option. There is also no plan.	R
	3.3 create appropriate strategic marketing objectives for a market All you have done is describe what an objective is. In this part, you need to create the objectives used to achieve the identified strategic option (the Balanced Scorecard could be used) and you need to state how to achieve those objectives (the extended marketing mix).	R
4 Be able to respond to changes in the marketing environment	4.1 report on the impact of changes in the external environment on a marketing strategy Not a good idea to combine 4.1. and 4.2 as the tools used are very different. SWOT is NOT an external analysis tool. Use PEST and maybe Porter’s 5 forces to come up with a number of possible changes in the external environment. You need to describe each of the changes in detail and then rank and weight each identified factor to arrive at a conclusion based on evidence. Some will be unimportant and you will disregard them. You need to better describe how important each change was and the effect it has on the marketing strategy	R
	4.2 conduct an internal analysis to identify current strengths and weaknesses in a marketing strategy Not a good idea to combine 4.1. and 4.2 as the tool used are very different. SWOT is NOT an internal analysis. It is a summary of both internal and external factors. You need to use McKinsey’s 7 S’s to develop a list of factors, describe them in detail and then rank and weight each identified factor to arrive at a conclusion based on evidence – also, none of your work in the given answer.	R
	4.3 propose strategic marketing responses to key emerging themes in a marketing strategy You have identified one theme but to pass you need to identify another key emerging themes affecting Tesco’s – this could be local, national or global and then propose how Tesco’s and alter their strategic marketing in response to these emerging themes.	R

ASSESSMENT CRITERIA (Tick all to be assessed in this assignment)

Pass criteria covered in this assignment
P 1.1	√	P 2.1	√	P 3.1	√	P 4.1	√
P 1.2	√	P 2.2	√	P 3.2	√	P 4.2	√
P 1.3	√	P 2.3	√	P 3.3	√	4.3	√

IV name: Signature: Date: