ABSTRACT
The Analysis and Evaluation module of the Professional Postgraduate Diploma covers the foundations of strategic marketing within a global context. It will provide you with the knowledge and skills required to undertake strategic analysis and will enable you to evaluate an organization’s (probably your own) current situation. Once you can do this effectively you are in a strong position to make sound strategic marketing decisions. Understanding this unit will form the foundation for the Strategic Marketing Decisions module. Those decisions allow you to create stakeholder value and give strategic insights into the organization, its customers and the challenges it faces. In this unit you will:
o Appreciate the role of marketing in adding value to an organization, whether that organization is driven by profit or not-for-profit motives (see syllabus 1.1, 1.2)
o Understand the importance of market orientation in determining the success of an organization (see syllabus 1.3, 1.4)
o Understand the range of tasks involved in undertaking rigorous evaluation and analysis
o Review the strategic process and understand the importance of analysis and evaluation within it
o Understand the motivation behind the Professional Postgraduate Diploma Analysis and Evaluation syllabus
o Gain an overview of the main approaches to situational analysis and evaluation
o Appreciate the role of marketing within the strategic planning process (see syllabus 1.5).
