L7-04: Strategic Marketing
Drive sustainable revenue growth through strategic marketing, brand leadership, and customer-centric innovation.
What is L7-04 — Strategic Marketing?
The L7-04 Strategic Marketing unit examines how organisations create, communicate, and capture value in competitive global markets.
Learners develop strategic marketing plans integrating segmentation, positioning, brand architecture, and digital channel strategy.
Executives use this module to align marketing investment with corporate strategy and measurable commercial outcomes.
Core Strategic Value
- •Market Strategy: Define segments, positioning, and value propositions at scale.
- •Brand Leadership: Build and protect brand equity across markets.
- •Growth Architecture: Plan product, price, place, and promotion for expansion.
What You Will Study
This unit develops practical, industry-aligned competencies across 4 core learning modules:
1. Strategic Marketing Analysis
Conduct market sizing, trend analysis, and competitor benchmarking
Apply customer insight, JTBD, and journey mapping techniques
Evaluate digital disruption and platform business models
Assess ethical marketing and consumer protection frameworks
2. Brand & Value Proposition Design
Develop brand positioning and architecture strategies
Align product portfolios with lifecycle and profitability goals
Price strategically across segments and geographies
Design integrated communication and media plans
3. Go-to-Market & Channel Strategy
Plan distribution, partnerships, and omnichannel experiences
Evaluate international market entry marketing requirements
Optimise marketing ROI and attribution measurement
Lead innovation pipelines and new product launches
4. Strategic Marketing Plan Delivery
Produce a three-year strategic marketing plan for a live brand
Set KPIs, budgets, and governance for marketing performance
Present recommendations to simulated board stakeholders
Critically evaluate plan risks and contingency triggers
Structure & Parameters
Assessment Policies & Logistics
Submission Windows
Internal and external assessment deadlines follow Pearson BTEC session calendars. Confirm key dates with ICT Business School at enrollment.
Academic Integrity
All coursework and exam submissions must meet Pearson authenticity standards. Plagiarism checks and verification apply to every unit.
Learner Support
Access tutor feedback, assignment briefings, and resubmission guidance through our structured BTEC support pathway at ICT Business School.
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