A.C. 1.1 – Critically evaluate how marketing techniques and tools can support the strategy of an organisation and how this impacts on the marketing plan
QUALIFI- Level-7 Diploma in Strategic Management and Leadership
Unit 708: Strategic Marketing
Instructions
Introduction
The unit will investigate underlying models, techniques and theories that underpin marketing and can contribute to strategic objectives. It will also provide Learners with a critical understanding of the marketing function within complex organisations.
Scenario
Learners may use their own employment context, or that of another organisation with which they are very familiar, to base their assignment. However, in the case that they are not able to do so, please use the below scenario: –
You are a senior manager, leading the marketing department of an organisation. Your team is responsible for identifying and delivering a marketing plan that supports organisational objectives.
Task 1:
Critically evaluate a range of marketing tools, techniques and principles’ can be deployed to support general organisational strategy, exploration of marketing orientation will be of value here. Summative explore how these techniques impact on marketing planning.
Organisational are increasing deploying marketing concepts in many functional areas, in a seamless fashion, to the benefit of the organisation.
Determine how key marketing methodologies and approaches contribute towards marketing planning within diverse organisations. This task would blend well with 1.1.
Detail the component part of the plan, considering your organisational context is complex; ensure that these component parts have sufficiency, to address complexity. Perform a risk assessment, or other methodology of your choice. Put in place a contingency plan to address identified risk, include within this an action statement. A project approach may be considered as a means of implementation of your identified actions and contingencies.
Guideline word count: 1,000 – 1,100 words
A.C. 1.1 – Critically evaluate how marketing techniques and tools can support the strategy of an organisation and how this impacts on the marketing plan
A.C. 1.2 – Determine marketing methodologies and approaches that contribute to a marketing plan within complex organizations
A.C. 1.3 – Address risk associated with the marketing plan.
Task 2:
Review your work and research in 1.3, further critically analysing the sectional component parts of the marketing plan, evaluate the critical sections of the plan, those that may make the greater contributions to the whole, towards meeting the established strategic marketing objectives.
Review the high risk sections of the marketing plan and evolve and justify appropriate strategies and tactics to reduce, keep in check or design out altogether, as appropriate to your scenario. Quantitative risk assessment techniques, that can be justified and interrogated is strongly advised here.
Develop a marketing plan. Review your assignment research and output thus far, for areas of the marketing plan that have already been covered, avoiding duplication, and supporting a reduction in the burden of assessment.
Guideline word count: 700 – 900 words
A.C. 2.1 – Critically analyse the components of a marketing plan and the levels of importance of each component to the achievement of strategic objectives
A.C. 2.2 – Address mitigation strategies for high risk components of the plan
A.C. 2.3 – Develop a marketing plan that will achieve strategic objectives for a complex organisation
Task 3:
You are asked to construct a marketing plan for a specific area within your responsibility. Identify measures for evaluating the success of the plan. Explain the process that is required in order to secure approval within your organisation.
Develop an approach or approaches to gain commitment and buy in into your plan. It is likely that you will have many factors effecting engagement, loyalty; the social ethics of your plan would also be valid here. It should be remembered that it is very important to retain commitments for the duration of the plan, further, that stakeholders’ positions are likely to shift during the duration of the plans life. Future learning from your plan is also a valid aspect of inclusion into your planning reviews.
Marketing planning has essentially built in plan monitoring and controls, conduct research into the concepts of monitoring and control, within a marketing context. Select and apply such techniques that fit your organisational culture, size and scope of the plans activities and level of operation.
Guideline word count: 1,300 – 1,500 words
A.C. 3.1 Discuss how the plan supports strategic objectives
A.C. 3.2 Develop an approach to gain agreement for the marketing plan that will change organisation actions and methods to achieve strategic objectives
A.C. 3.3 critically evaluate and provides review measures for the agreed plan
Learners are required to complete all tasks.
Assignment Guidelines
All work must be submitted in a single electronic document (.doc file). This should go to the tutor and Centre Manager/Programme Director, plus one hard copy posted to the Centre Manager.
The assignment must be the Learner’s own work and not copies of theories or models. Direct quotes should be kept to a minimum, and shown in inverted commas. Models described and other quotes used must be properly attributed and referenced as appropriate. Learners must acknowledge or reference any sources that have been used to complete the assignment, listing reference material and web sites used.
Learners are encouraged to produce a reflective statement of no more than 300 words (which does not count towards the final word count), describing the value and knowledge gained from undertaking this assignment. The reflective statement is not assessed; however it encourages you to review the value and application of your learning.
Overall word count guide: 2500 – 4500
Plagiarism and Collusion
In submitting the assignment Learner’s must complete a statement of authenticity confirming that the work submitted for all tasks is their own. The statement should also include the word count.
Plagiarism and collusion are treated very seriously. Plagiarism involves presenting work, excerpts, ideas or passages of another author without appropriate referencing and attribution. Collusion occurs when two or more learners submit work which is so alike in ideas, content, wording and/or structure that the similarity goes beyond what might have been mere coincidence.
Appendices
Separate Appendices should not be used. Any use of tables, graphs, diagrams, Gantt chart and flowcharts etc. that support the main report should be incorporated into the back of the assignment report that is submitted. Any published secondary information such as annual reports and company literature, should be referenced in the main text of the assignment but not included.
Confidentiality
Where a Learner is using organisational information that deals with sensitive material or issues, they must seek the advice and permission from that organisation about its inclusion. Where confidentiality is an issue, Learners are advised to anonymise their assignment report so that it cannot be attributed to that particular organisation.
Word Count Policy
In total, the assignment report should be between 2500 – 4500 words. Learners must comply with the required word count, within a margin of +10%. These rules exclude the index (if used), headings and information contained within references and bibliographies.
When an assessment task requires learners to produce presentation slides with supporting notes, the word count applies to the supporting notes only.
Referencing and Professionalism
A professional approach to work is expected from all learners. Learners must therefore identify and acknowledge ALL sources/methodologies/applications used. The learner must use an appropriate referencing system to achieve this. Marks are not awarded for the use of English; however the learner must express ideas clearly and ensure that appropriate terminology is used to convey accuracy in meaning.
Submission of Assignments
All work to be submitted on the due date as per Centre advice. All work must be submitted in a single electronic document (.doc file). This should go to the tutor and Centre Manager/Programme Director, plus one hard copy posted to the Centre Manager.
Sample Answer of Unit 708: Strategic Marketing
A.C. 1.1: Critically evaluate how marketing techniques and tools can support the strategy of an organisation and how this impacts on the marketing plan
In today’s competitive tech industry, effective marketing is essential to driving organisational strategy. At TechNova Ltd., we aim to grow our market share in smart home devices by 15% over the next year. To achieve this, we apply a range of marketing techniques and tools that align with our business strategy.
Marketing orientation is central to our planning. We adopt a customer-centric approach, meaning our strategy is shaped by understanding and responding to customer needs rather than simply promoting what we produce. This approach is supported by regular customer feedback loops, competitor benchmarking, and trend analysis.
Key tools we use include:
- SWOT Analysis: Helps us identify internal strengths (e.g., our advanced R&D) and external opportunities (e.g., growing demand for eco-friendly smart devices).
- PESTLE Analysis: Essential in identifying technological advancements (e.g., AI integration), economic changes (e.g., inflation impacting consumer spending), and social shifts (e.g., demand for health-monitoring wearables).
- Porter’s Five Forces: Helps analyse industry dynamics – such as high buyer power due to brand choices and the threat of new market entrants with lower prices.
These tools inform our segmentation, targeting, and positioning (STP) strategies. For example, we use data analytics to segment our audience (young tech-savvy homeowners), target them via digital platforms, and position our products as “affordable, smart and sustainable.”
Techniques such as AIDA (Attention, Interest, Desire, Action) also guide our advertising and content marketing strategies, ensuring that every communication supports lead conversion goals.
By aligning these techniques with our strategic aim of innovation-led growth, the marketing plan becomes a roadmap for achieving wider business objectives.
A.C. 1.2: Determine marketing methodologies and approaches that contribute to a marketing plan within complex organisations
TechNova Ltd. is a complex organisation with multiple departments (product development, sales, IT, customer support) and product lines (wearables, smart thermostats, home security). Marketing planning requires an integrated approach.
We use the following methodologies:
- Integrated Marketing Communications (IMC):
Ensures consistency across all platforms – digital, email, social media, TV – creating a unified brand voice. This is especially important in product launches. - Agile Marketing Methodology:
We break down campaigns into sprints, allowing for quick feedback and adaptation, especially when testing features or A/B messaging. - Customer Journey Mapping:
Helps visualise how users interact with our brand from awareness to purchase. It informs content creation, CRM strategy, and customer support touchpoints. - The 7Ps Marketing Mix (Product, Price, Place, Promotion, People, Process, Physical Evidence):
Used to ensure we’re considering every dimension of delivering value. For example:- Product: Tech-integrated design and eco-friendly features.
- Price: Competitive pricing strategy using value-based pricing.
- Place: Online direct-to-consumer model + selected retail partners.
- Promotion: SEO, influencers, YouTube product demos.
- People: Trained online support team.
- Process: Easy online purchase process with 24-hour support.
- Physical Evidence: Unboxing experience and customer reviews.
These approaches ensure each department feeds into and supports the plan, which is essential in a complex structure like ours.