marketing strategy

1. STRATEGIC
MARKETING
MEASURING AND
MONITORING

2. Reflect on our progress
■ Understanding where Marketing fits into the Strategic process
■ Considered a critical approach for marketing …how marketing works at different
levels in organisations
■ How marketing fits into your organisation
■ The key functions of marketing.....how we start with our clients, customers,
students, consummers, internal users

3. Write a strategic and integrated Marketing Plan for your organisation, or an organisation with which you are
familiar.
You’re required to apply relevant and appropriate academic models, concepts and tools to demonstrate your
understanding of strategic marketing and how this is applied within the organisation.
(100% weighting ; 3500 word count)
Structure of a Marketing Plan
Executive Summary and Table of Content
Marketing Objectives
Marketing Audit
Including a SWOT analysis
Including a competitor analysis
Marketing Strategies
Measurement Plans and Reviewing
Contingency/Risk factors (Action Plan)
Moving forward on the Marketing Plan

4. Consider how you’ll measure your
objectives?
■ When we set objectives….consider what tactics we will use to measure the
outputs?
■ What can you measure?
■ What ifs........Evaluation of performance
■ Iteration?

5. Perceptual Map for Developing
new partners
Perceptual Mapping
NEW/POTENTIAL
PARTNERS
COLLABORATIONS
EXISTING PARTNER
COLLABORATION
NEW/DIFFERENT
OF ENGAGEMENT
ACTIVITIES
TRADITIONAL/FAMILI
AR ENGAGEMENT
ACTIVITIES
CAN YOU DO
DIFFERENT
ACTIVITIES
WITH THESE
EXISTING
COLLABORATIO
NS
WHO’S IN THIS
BOX?
CARRY ON DOING
THE SAME WITH
THE SAME
PARTNERS?
WHO’S IN THIS
BOX?
DOING FAMILIAR
ACTIVIESS WITH
NEW PARTNERS
WHO’S IN THIS BOX?
DOING
DIFFERENT
ACITIVIES WITH
NEW PARTNERS?
WHO’S IN THIS
BOX

6. SERVQUAL MODEL
Parasurman, A., Zeithaml,
V.A ., Berry, L.L., (1988),
SERVQUAL, A Multiple-
Item Scale for Measuring
Consumer Perception
Service Quality, Journal
of Marketing, Vol. 64 No.
1 Spring, pp 12-40.

7. Managing and Monitoring (Service) Performance
■ Targets
■ Performance Monitoring
■ Reporting and Control actions
12 December
2022

8. Marketing Metrics
■ Performance outcomes
■ Financial measures
■ Customer satisfaction
■ Customer experience
■ Customer loyalty
– Customer lifetime value
– Customer equity
■ Market share

9. Qualitative and Quantitative
measures?
■ Qualitative
■ Quantitative

10. Five ‘W’s of Evaluation
■ Why evaluate ?
■ What to evaluate
■ What criteria for evaluation?
■ Who is the evaluation for?
■ Who should do the evaluation
Based on Easterby-Smith ( 1998), Evaluation on Management Practice

11. Practice of benchmarking
■ Internal : A comparison among similar operations with your/other
organisations
■ Competitor: A comparison to the best of the direct competitors
■ Functional: A comparison of methods to companies/organisation with
similar processes in the same function
■ Generic: A comparison of work processes to others who have
exemplar practice
Based on Camp 1995 p16 cited in Open University Business School B700

12. Balance Scorecard
Measuring Performance
Kaplan R.S. and Norton D.P (1998) The balanced scorecard, measures that drives
performance,, Boston, MA Harvard Business School Press
Financial and
Business
Perspectives
Internal Process
Perspective
Staff Development and
Improvement
Perspective
Customer
Perspective