PE6007 - Marketing Strategy and Communications

You will learn through a range of interactive on-line learning materials, scheduled on-line workshops at key points in the module, tutor guidance, feedback, and independent directed and self-directed learning.

Your learning is supported by a Teaching and Learning Plan, offering guidance on what you should be doing on a week-by-week basis. This will include engaging with the online learning materials, reading, engaging with practical tasks and preparing for the scheduled online interactive workshops. These are designed to assist with the completion of the assessment.

A discussion board will be utilised each week to encourage debate between you and your fellow students, and this will be reviewed and by the academic team. This will be used to encourage you to challenge the academic theory on marketing strategy.

As the module progresses you will also be encouraged to engage with emerging ideas and concepts in the marketing field. You will be encouraged to look into current marketing news in the press, covering company initiatives, marketing awards etc. – these can be very useful if seeking to ascertain marketing-based employment on graduation.

The Teaching and Learning plan will provide several prompts and guidance to support you academically. Support will also include opportunities to gain feedback from workshop tutors and peers through the online discussion board and Blackboard Collaborate.

Your module is supported by an e-learning portal, which houses all the module learning materials, workshop resources, interactive activities, assessment details and various other support facilities which are provided by the University.

In addition, to assist you in developing knowledge, you will have access to the University's library facilities, including extensive electronic resources, eBooks and electronic academic journal articles. You will be provided with a wide-ranging electronic reading list that comprises various commercial and academic reports, and journal articles that show case the application of various marketing techniques presented in the module.

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

Knowledge & Understanding:
• Examine marketing strategic decision making in a variety of marketing scenarios (ML01)
• Evaluate the practical usefulness of the marketing communications planning process (ML02)

Intellectual / Professional skills & abilities:
• Utilise industry data to interpret marketing scenarios (ML03)
• Present and justify strategic marketing proposals in a professional format (ML04)

Personal Values Attributes:
• Critically examine how the sustainability agenda influences marketing decision making (ML05)

Summative assessment:

The module will be assessed via an individually completed 3,000-word business report. You are required to propose a new product / service offering for a brand which addresses a global sustainability issue and prepare a marketing strategy proposal for the brand. This will cover issues such as:

• Identification and Profiling of a suitable target market
• Proposal of new strategic ideas to optimise the brand’s performance

Formative Assessment:

You will receive feedback as you progress through the module which is designed to influence your end assessment., This will come in the form of tutor comment son discussion boards and also discussion in the live online classes, which will be focused on various aspects of the assessment.

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Marketing Strategy and Communications will provide you with an in-depth review of the key decisions marketers are responsible for, with a specific focus on the fascinating world of marketing campaign management. The module will lead you through the core strategies used by marketers to research, design, produce, distribute, sell and manage products and services to satisfy a variety of target markets.

You will gain a more strategic oversight of decisions around branding and new product development, as well as considering how marketers balance the benefits of digital communications channels such as mobile and social media against more traditional channels such as advertising and public relations.