Strategic marketing practice requires the ability to respond rapidly to ever-changing markets through the development of a marketing strategy, which is a plan of action designed to promote and sell products or services. Whilst leaders may already be familiar with basic marketing concepts, it is essential to maintain pace with change especially with regard to developments in data and information management, social and technological change. 

The aim of this unit is to enable leaders to understand the context in which a marketing strategy is developed. Leaders will appraise theoretical frameworks and processes which inform strategic marketing. They will have the opportunity to reflect on the interrelationship between marketing and an organisation’s strategic aims along with the opportunities and impact of digital marketing. Ultimately, leaders will consider how to develop a marketing strategy, which will enable organisational success.