CMI Unit 710 Marketing Strategy (J/617/6870) Assignment Brief 2026

CMI Unit 710 Assignment Brief

Assignment Aim

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.

Learning Outcomes and Assessment Criteria

LO1 – Understand the context in which a marketing strategy is developed

Assessment criteria

1.1 Critically appraise theoretical frameworks and processes which inform strategic marketing

1.2 Discuss the influence of an organisation’s strategic aims and context on a marketing strategy

1.3 Critically review the influence of changing market environments on marketing strategy

1.4 Evaluate developments in digital marketing which impact on a marketing strategy

Indicative content 

1.1 Theoretical frameworks and processes: Marketing Mix (7 P’s of the marketing mix, (1960)). S.W.O.T analysis. Ansoff’s Growth Vector Matrix (1957). Porters 5 Force Model (1979). Developing audits and planning processes (Alignment to mission and vision statements and organisational objectives). Facing the external environment (P.E.S.T.L.E analysis). Refinement and development of marketing objectives and strategies. Frameworks for digital marketing communication platforms (for example, R.A.C.E model – Reach, Act, Covert and Engage (Dave Chaffey, 2010)). SOSTAC (Smith, 1990). Diffusion of innovations (Rogers, 2003). Agile marketing.

1.2 Strategic Aims: Long-term implementation of plans based on three fundamental areas: target market, segmentation of market, position commanded.

Context: Prevailing market conditions. Level of completion. Level of development. Maturity of market. Product offering.

1.3 Changing market environments: Pace of social and technological change. Technological development (for example, Marketing automation. Artificial Intelligence. Big data. Data harvesting). Legislation (for example, General Data Protection Regulation, 2018 (GDPR), Equality Act, 2010). Consumer behaviour (for example, response to branding, environmental concerns/pressures, contact preferences – call blocking). Investment in human capital, IT infrastructure. Marketing approaches (for example, local, regional, national, global).

1.4 Digital marketing: Number and variety of technological advancements in the past decade. Dramatic change to the marketing environment. Social media platforms. Branding and marketing communications (Co-developed and co-created with customers, clients). Approaches to market research. Data-gathering. Marketing intelligence. Marketing plans.Marketing planning and campaign implementation have developed to include new tools and techniques including: analytics, search engine optimisation (S.E.O), content development across several platforms and the on-going development of mobile communications.

LO2 – Know how to develop a marketing strategy 

Assessment criteria

2.1 Critically evaluate an organisation’s market position, opportunities for growth and innovation

2.2 Develop a marketing strategy to respond to existing and future stakeholder requirements

2.3 Recommend approaches to ensure an organisation’s approach to marketing remains effective

Indicative content

2.1 Market position: Developing direction and product enhancement. Position (organisation feels it commands in the marketplace). Position the organisation and its brands (in the minds of existing and potential customers). Brand perception, equity and value (Kotler, 1977; Keller, 2001; Rossiter and Percy, 1987; Hoyer and Brown, 1990).

Innovation: Principles of market segmentation. Targeting. Positioning. Experience and set of resources to embark on new product development and/or enhancement.

2.2 Marketing strategy: Plan that outlines overall objective for developing customers for the organisation.

Aims and objectives for organisation/marketing approach. Branding. Collaboration through media ‘owned’, media ‘paid for’ and media ‘earned’ through social media mentions, shares, re-tweets. Integrated Marketing Communication (created with a data-driven, technology empowered, customer-centric focus). Aligned approach to communication. Consistency in messaging (in response to brands operating across so many channels). Integration of marketing strategy with organisational strategy.

Respond to existing and future stakeholder requirements: Marketing strategy operations. Audit. Customer relationship management (CRM) operations. Customer-focused systems to respond to problems. Identify needs, expectations. Harvest on-going and real-time customer feedback.

2.3 Approach to marketing: Marketing methods. ‘Touch-points’ for reaching/contacting potential and existing customers. Automation to maximise reach and operational effectiveness. Approaches from production-led to sales-led to marketing-led. Customer-focussed position/worth.

Recommendations for Assessment

Learners may approach the assessment in several ways. All assessment criteria must be met. The following opportunities are recommendations for guidance purposes only.

1. The learner may be asked to write a report on the context in which marketing strategy is developed using the example of a changing environment.
2. The learner may be asked to develop a marketing strategy for an organisation in-line with the proposed development of an existing or new product or service.
3. The learner may produce a reflective account to evidence their ability to meet each of the assessment criteria.

Further guidance

It is not a requirement for the learner to cover all aspects of the indicative content when completing the assessment.  The learner is encouraged to select and present well-chosen information and examples to evidence they sufficiently understand the assessment criteria.

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