Award in Strategic Marketing


This Level 6 award is a vital element of your marketing qualification. It shows you how to take a strategic approach in marketing planning to achieve competitive advantage.

It recognises the significance of situation analyses and introduces techniques for assessing the external and internal environments that enable effective decision making. You will learn the importance of all stages within the marketing planning process, from the audit, through to strategic decision making and the implementation of plans. Discover how to manage resources and employ monitoring and measurement techniques that enable you to achieve strategic marketing objectives.


Accredited by the world’s largest institute of Marketing Professionals

This qualification is accredited by the Chartered Institute of Marketing (CIM) who is the leading international professional marketing body with some 41,000 members worldwide. First established in 1911, it has for over a century, defined the marketing professional standards that operate in the UK and is the global champion of best marketing practice.

Module Structure

This module comprises three units of two learning outcomes each. Each learning outcome will be covered by the related assessment criteria and will be assessed by way of examination.

Learning Outcomes

  • Unit 1: Situation analysis
    • Understand how to analyse an organisation’s current and future external environment (15%).
    • Understand how to analyse an organisation’s current and future internal environment (15%).
  • Unit 2: Planning
    • Analyse relevant information to recommend and inform strategic decision making (20%).
    • Develop a strategic marketing plan to realise organisational objectives (20%).
  • Unit 3: Implementation and control
    • Manage resources to deliver the strategic marketing plan (15%).
    • Monitor, measure and adapt the marketing plan for continuous improvement (15%).

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The examination will comprise a number of extended answer questions to be completed in a three-hour controlled assessment. Preparatory work will be required for this examination.

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