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CMI Unit: 710 Marketing Strategy

The CMI Unit 710 Marketing Strategy is designed to provide a deep understanding of strategic marketing principles and their application within an organisational context. This unit explores the theoretical frameworks that underpin marketing strategies, the impact of internal and external environments, and the role of digital advancements in shaping marketing plans. It equips learners with the skills to critically assess market conditions and develop data-driven marketing strategies that align with organisational objectives and stakeholder expectations.

A well-defined marketing strategy is crucial for organisational success, helping businesses gain a competitive advantage, increase market share, and enhance brand reputation. This unit is particularly beneficial for senior marketing professionals, business strategists, and aspiring leaders looking to enhance their strategic decision-making capabilities in a dynamic market environment. By mastering the principles of marketing strategy, learners will be able to contribute significantly to sustainable business growth and long-term market positioning.

Unit Objectives

The primary objectives of learning CMI Unit 710 Marketing Strategy are:

• To enable learners to understand the contextual factors influencing marketing strategy development and execution.
• To equip learners with the ability to critically evaluate market positioning, growth opportunities, and innovation strategies.
• To develop marketing strategies that effectively respond to stakeholder needs and evolving industry trends.
• To enhance learners’ competency in digital marketing advancements and strategic implementation for long-term organisational success.

Learning Outcomes

The significant learning outcomes of CMI Unit 710 Marketing Strategy are as follows:

LO1: Understand the context in which a marketing strategy is developed

This learning outcome focuses on understanding the foundational aspects of marketing strategy formation. Learners will critically appraise various theoretical frameworks that inform marketing decisions and assess how organisational goals influence marketing strategies. Additionally, they will evaluate the impact of external market changes, including economic shifts, consumer behavior trends, and regulatory factors. A key aspect of this outcome is understanding the role of digital marketing advancements, such as AI-driven marketing, data analytics, and omnichannel marketing, in shaping modern marketing strategies.

LO2: Know how to develop a marketing strategy

This learning outcome centers on the practical aspects of strategic marketing development. Learners will critically evaluate an organisation’s market position, competitive landscape, and innovation potential to identify opportunities for growth. Additionally, they will develop marketing strategies that cater to current and future stakeholder needs, ensuring sustainable business success. The outcome also includes recommending best practices to maintain marketing effectiveness, including data-driven decision-making, performance monitoring, and agile marketing approaches.

Assessment Criteria

The assessment criteria for CMI Unit 710 Marketing Strategy align with the learning outcomes to ensure a comprehensive understanding and practical application of marketing strategy principles.

LO1: Understand the context in which a marketing strategy is developed

• 1.1 Critically appraise theoretical frameworks and processes which inform strategic marketing.
• 1.2 Discuss the influence of an organisation’s strategic aims and context on a marketing strategy.
• 1.3 Critically review the influence of changing market environments on marketing strategy.
• 1.4 Evaluate developments in digital marketing which impact a marketing strategy.

LO2: Know how to develop a marketing strategy

• 2.1 Critically evaluate an organisation’s market position, opportunities for growth, and innovation.
• 2.2 Develop a marketing strategy to respond to existing and future stakeholder requirements.
• 2.3 Recommend approaches to ensure an organisation’s marketing strategy remains effective.

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