Strategic Marketing Management

| February 14, 2014

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The purpose of this assignment is to:
provide the learner with the understanding and skills to support active engagement in the process of strategic marketing management. The students are expected to show their knowledge and understanding of marketing strategy concepts, tools and techniques and to apply this knowledge to specific situations using relevant examples.
You work as the marketing manager of an organization. You are responsible for the marketing strategy and involved in your organization?s strategic marketing planning process. Your are required to undertake the following tasks (Task 1 , 2, 3 and 4) by choosing any one business organisation with which you are familiar: either the one where you currently work, a previous employer or a well-known organisation for which you have access to the required information. Before attempting to cover all the assessment criteria, you should introduce the organisation chosen, explain your role in the organisation, and discuss its business. You are encouraged to fully research the chosen organisation. Whatever the choice of organisation, you are expected to demonstrate a good degree of research skills and to be able to make recommendations based on a sound and in-depth analysis of the chosen organisation and its strategic marketing planning process.
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