PE6007 - Marketing Strategy and Communications

What will I learn on this module?

This module will develop your critical skills around the practice of marketing. You will examine how organisations can analyse and segment markets to improve performance and profitability by building long-term relationships with their customers. You will also consider the principles of how marketing campaigns are devised using both traditional and digital channels, and introduce you to the more strategic decisions marketers are responsible for. In doing so you will be exposed to a range of academic frameworks and encouraged to question their suitability in real marketing scenarios.

Across the module you will cover the following themes:

• Marketing Principles: The extended Marketing Mix, the marketing environment, market segmentation and marketing research.
• Marketing Strategy: Addressing major decisions surrounding branding, pricing policies and new product development / product portfolio management.
• Campaign Management: Appreciating the plethora of activities involved in marketing campaign design, ranging from SMART objective setting through to selection of marketing channels and creative strategy and deciding on suitable marketing metrics.

In doing so you will consider how these activities are implemented across a variety of sectors, and also look into the increasing desire of marketers to align their activities with the sustainability agenda.

How will I learn on this module?

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.

How will I be supported academically on this module?

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.

What will I be expected to read on this 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:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

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)

How will I be assessed?

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.





Module abstract

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.

Course info

Credits 20

Level of Study Undergraduate

Mode of Study 18 Months Distance Learning

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start Upcoming Intakes - January 2024, April 2024, July 2024

Fee Information

Module Information

All information is accurate at the time of sharing.

Full time Courses starting in 2023 are primarily delivered via on-campus face to face learning but may include elements of online learning. We continue to monitor government and local authority guidance in relation to Covid-19 and we are ready and able to flex accordingly to ensure the health and safety of our students and staff.

Contact time is subject to increase or decrease in line with additional restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors, potentially to a full online offer, should further restrictions be deemed necessary in future. Our online activity will be delivered through Blackboard Ultra, enabling collaboration, connection and engagement with materials and people.


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