This unit describes the skills and knowledge required to conduct a strategic analysis to develop an organisational marketing strategy. This involves identifying the organisation’s strategic direction, evaluating marketing opportunities and formulating a marketing strategy.
The unit applies to individuals who are senior marketing professionals responsible for providing strategic direction to the marketing function of an organisation. Their responsibilities include analysing information on internal and external business and marketing environment; examining current marketing performance; identifying new marketing opportunities arising from emerging trends; and devising a marketing strategy. Individuals operating at this level generally conduct these activities using information gathered by people working under their direct and indirect supervision at lower levels of the organisation.
- Teacher: Perera Virosh