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Operational marketing activities 

Research 
and 
analysis 

Contributing to strategy and marketing planning 

Managing 
brands 

Implementing 
marketing 
programmes 

Measuring 
effectiveness 

Managing marketing teams 
The operational marketing role, where it exists, will be performed by a marketing function in a business. 
BPP Tutor Toolkit Copy

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CHAPTER 6
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ORGANISATIONAL CULTURE AND COMMITTEES 
 
153 
1.5.2 Marketing strategy and corporate strategy 
So, what is the relationship between marketing and strategic management? The two are closely linked 
since there can be no corporate plan which does not involve products/services and customers. 
Corporate strategic plans 
aim to guide the overall development of an organisation. Marketing planning is 
subordinate to corporate planning but makes a significant contribution to it and is concerned with many 
of the same issues. The marketing department is probably the most important source of information for 
the development of corporate strategy. The corporate audit of product/market strengths and weaknesses, 
and much of its external environmental analysis is directly informed by the 
marketing audit
. 
Specific marketing strategies will be determined within the overall corporate strategy. To be effective, 
these plans will be interdependent with those for other functions of the organisation. 
(a) The 
strategic 
component of marketing planning focuses on the direction which an organisation 
will take in relation to a specific market, or set of markets, in order to achieve a specified set of 
objectives. 
(b) 
Marketing planning also requires an