Create or evolve a marketing strategy for an organisation

This standard is about creating or evolving a marketing strategy in accordance with an organisation's objectives and business plan. You review the organisation's current marketing approaches considering legal requirements, codes of practice and organisational policy. You take external and internal influences and trends into account and agree marketing strategy development timescales with decision makers. You create or evolve a marketing strategy and develop the criteria against which the strategy will be evaluated. You also assess risks and identify mitigating actions to manage these. The standard includes obtaining the agreement of decision makers to implement your strategy. The standard is for marketing professionals who create or evolve marketing strategies.

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1. identify the organisation's current marketing approaches
2. assess the current marketing strategy, if available
3. review existing marketing strategy against organisational needs
4. agree the timescales for the development of the new marketing strategy with decision makers
5. formulate strategic marketing objectives aligned to the organisation's overall strategy and business plan
6. identify the external and internal influences and constraints that affect marketing strategy development
7. analyse external and internal influences and trends to develop the marketing strategy
8. create or evolve the marketing strategy within the timescales agreed
9. assess the risks associated with the marketing strategy
10. outline how the risks will be mitigated
11. specify the criteria that the strategy will be evaluated against
12. seek advice and guidance from internal and external sources of expertise
13. assess the impact of the marketing strategy on other organisational functions
14. consult with stakeholders to gather feedback on the marketing strategy using the specified evaluation criteria
15. obtain decision-makers' agreement on the strategy
16. make adjustments to the strategy following feedback, in accordance with organisational needs
17. follow legal requirements, codes of practice and organisational policies and procedures when creating or evolving the marketing strategy

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1. the importance of researching the organisation's current marketing approaches and how to evolve this to develop their strategy
2. the situations when a new marketing strategy will need to be created and how to communicate this to decision makers
3. how to develop a marketing strategy that is based on an organisation's existing approaches
4. how to develop a new marketing strategy and the different approaches and formats that this may have
5. how to establish the links between a proposed marketing strategy and the organisation's overall strategy and business plan
6. how to assess the likely impact of the marketing strategy on other organisational functions
7. the current legal requirements, codes of practice and organisational policies and procedures
8. how to identify and consider the external and internal influences and constraints that could affect the development of the marketing strategy
9. the types of risks (market, competitor, stakeholder and business) associated with marketing strategies and how these can be mitigated
10. the internal and external sources of advice and expertise and how to access them
11. how to develop evaluation criteria to help decision makers take a structured approach to assessing your proposed marketing strategy
12. the ways to consult with stakeholders to gather their feedback about your proposed marketing strategy
13. how to gain support and agreement to a marketing strategy from the decision makers
14. how to make adjustments to the strategy and the circumstances when this will be required
15. the legal requirements, codes of practice and organisational policies and procedures that apply when creating and evolving marketing strategies

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1

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2026

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Current

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Original

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Instructus

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CFAMAR12

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Marketing and Sales, Marketing and Sales Managers, Marketing Associate, Marketing Associate Professionals, Marketing Officer

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3554

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Marketing, sales, marketing management, market research, advertising, public relations

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