Course info

This unit provides the learner with the understanding and skills to support active
engagement in the process of strategic marketing management.Strategic marketing is a way of focusing an organisation's energies and resources
on a course of action that can lead to increased sales and dominance of a targeted
market. A strategic marketing strategy combines product development, promotion,
distribution, pricing, relationship management and other elements of marketing. It
identifies an organisation's strategic marketing goals, and explains how they will be
achieved, ideally within a designated timeframe.
Without a strategic marketing plan, organisations can waste resources, miss
opportunities or, in a worse case scenario, threaten their own survival. Strategic
marketing executives have up-to-date knowledge of competitive dynamics and
know how to integrate marketing strategy into an overall business strategy.
Strategic marketing management provides a comprehensive examination of all the
major components of marketing strategies and their integration into organisations.
It is the basis for continued success in highly competitive markets.