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HANDBOOK - Wellington Institute of Technology

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Financial AspectsImplementationLegal and Ethical AspectsTopic 1:OverviewLearning Outcome(s):Understand strategic marketing managementAssessment criteria:1.1 Evaluate the contribution <strong>of</strong> marketing to the overall success <strong>of</strong> a business1.2 Discuss the inter-relationships with other strategic management functions1.3 Describe and discuss the strategic marketing planning process – including theuse <strong>of</strong> generic strategies1.4 Develop a strategic marketing plan – including implementation and contingencyTopic 2:Segmentation, Targeting and PositioningLearning Outcome(s):Apply the concepts <strong>of</strong> segmentation, targeting and positioning from a strategicperspectiveAssessment criteria:2.1 Discuss the use <strong>of</strong> segmentation variables in the development <strong>of</strong> marketingstrategy2.2 Identify and select target markets using a situation / organisation analysis2.3 Develop positioning strategies and statements based on situation / organisationanalysisTopic 3:EvaluationLearning Outcome(s):Understand methods for evaluating the performance <strong>of</strong> the marketing functionAssessment criteria:3.1 Evaluate techniques for measuring marketing performance3.2 Review effectiveness <strong>of</strong> marketing against stated objectives3.3 Discuss the impact <strong>of</strong> marketing performance on organisational performance3.4 Assess costs and benefits <strong>of</strong> alternative sources <strong>of</strong> marketing resources andcompetencies

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