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| Purpose: Syllabus/Content Topics
Topic 1 The nature of strategic marketing planning
Study unit 1 Strategic planning at different organisational levels
Study unit 2 The strategic marketing planning process
Topic 2 Developing a customer-centric organisation
Study unit 3 Mass marketing to mass customisation
Study unit 4 The service value chain and customer centricity
Topic 3 Competitive advantage ﾖ aligning unique competencies, market opportunities and key success factors
Study unit 5 Assessing internal resources, business strategies, processes and operations: Unique competencies
Study unit 6 Identifying market needs and opportunities
Study unit 7 Industry analysis ﾖ Key success factors
Study unit 8 Sustainable competitive advantage: Competitive and investment decisions
Topic 4 Product and service innovation
Study unit 9 Drivers of product and service innovation
Study unit 10 Types of product/service innovations
Study unit 11 Innovation strategies
Topic 5 Supply channel management
Study unit 12 The supplier-buyer relationship spectrum
Study unit 13 Drivers of supply chain integration
Study unit 14 Key dimensions of a value proposition
Study unit 15 Collaborative relationships in competitive markets
Topic 6 Strategic marketing communication
Study unit 16 The marketing communication mix
Study unit 17 The changing landscape of customersﾒ media usage and response
Topic 7 The strategic marketing plan
Study unit 18 Business, functional and operational plans
Study unit 19 Market scenarios in the Strategic marketing plan
Study unit 20 Formulating a Strategic marketing plan |