MK9616 - Contemporary Marketing Strategy

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What will I learn on this module?

This module will extend your knowledge and understanding of marketing acquired from your previous studies into the marketing strategy area (approach and application). You will learn to apply the principles and techniques of marketing strategy across a wide range of goods and services in different markets. You will learn to use models which help marketing managers to make more informed decisions (e.g. new product development, brand repositioning, deletion, sales force management and communication techniques). You will undertake analysis of complex situations via the use of case studies and learn how to present solutions through group discussions. The ability to think strategically will be expressed in the production of marketing plans.
Within this module, you will cover three main areas associated with contemporary marketing strategy:

1) Designing appropriate marketing strategies:

• Assessing internal and external environments
• Strategic marketing decisions: choices and mistakes
• New product development
• Branding strategies
• Relational and sustainability strategies

2) Implementation of strategies:

• Implementing services marketing strategies
• Delivering customer value
• Sales management strategies
• Retail management strategy
• Marketing metrics

3) Emerging areas in contemporary marketing strategy:

• Internal marketing
• Marketing across the border
• Social and ethical strategies
• Internet marketing

On completing the module you will be able to critically evaluate the usefulness of marketing knowledge in business decision making and apply marketing theory strategically. You will also develop the skills required for effective Integration of learning from marketing and other business areas into a plan for solving business problems.

How will I learn on this module?

The module will be delivered by lectures and seminars and will be assessed by a 3000 word assignment worth 75% at the end of the semester and group presentations worth 25%. The module will build on your marketing and business knowledge through, primarily, a case study-based and research –based approach. You will work in groups on a wide range of case situations. You will also be formatively assessed through weekly seminar activities and presentations.

The two one-hour weekly lectures will provide you with a theoretical underpinning of the module content, supported by an one-hour weekly seminar which will give you an opportunity to apply the theory you learn in practice, allowing you to build up the necessary skills of understanding, developing and applying marketing strategy in todays market.

The module has a supporting reading list that provides you with an opportunity to learn more about components of marketing strategy and to see how they are applied to help organisations achieve their objectives. Additionally directed study (reading material suggested by the teaching team) will support the work you have undertaken in the contact sessions. You will also be expected to keep up-to-date with individual/group work and presentations and set aside time for independent learning, meaning learning activities identified by you, to gain a deeper and broader knowledge of the subject.

How will I be supported academically on this module?

Support will be provided to you by a member of academic staff leading the module and a team of academic staff that will be providing the lectures based on their area of expertise and facilitating seminar sessions of approximately 20 people which provides a more personal way of academic support. The seminar group sessions are typically based on study programme cohorts, so you will be taught here alongside fellow members from your particular degree.

Your module is also supported by an e-learning portal, where lecture and seminar materials, will be available, alongside assessment details and various support facilities such as recordings of certain lectures and assessment information. Finally, you will be provided with a wide-ranging electronic reading list that comprises of various academic reports, conference papers and journal articles.

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: 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)

What will I be expected to achieve?

Knowledge & Understanding:
• Develop and critically evaluate your knowledge on the related concepts of contemporary marketing strategy. (MLO1)
• Understand the value associated with developing strategic marketing decisions and how to use this information to develop appropriate strategic plans based on core marketing theory. (MLO2)
Intellectual / Professional skills & abilities:
• Make relevant strategic decisions based on effective teamwork and be able to present this effectively. (MLO3)

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Develop your awareness of cultural, ethical and sustainability factors influencing global marketing strategies. (MLO4)

• Demonstrate your ability to critically apply marketing theories to develop strategies and strategic thinking in a wide variety of contexts for effective marketing decisions. (MLO5)

How will I be assessed?

Summative assessment will take place in the form of a 3000 word assignment in a marketing strategy topic area to be decided on a semester by semester basis by the teaching team. The assignment worth 75% will build upon the knowledge acquired from lectures and seminars. This component of the assessment addresses MLO1, MLO2, MLO4 and MLO5.

In addition there will be a number of group presentations as seminar activities, the group work and peer evaluation worth 25% of the total marks. This activity will address MLO3.

Formative assessment will take place through group work, assignment discussion and reflection, discussion board activity on the e-learning platform, case study activity, and theory/practice related discussions.
Criteria will be provided to enable you to understand what is expected of and how you will be assessed on your performance.

Formative feedback will be provided throughout the module, particularly in relating to seminar tasks. You should, however be aware that formative feedback can, and will, occur in any communication with an academic tutor.

Feedback on your summative performance in this module will be provided as follows: Your assessment will be returned to you with annotated comments directly related to the assessment task. You will also be provided with a written comment on actions to be taken to improve performance in assessment overall.

In addition there will be a number of group presentations as seminar activities, the group work and peer evaluation worth 25% of the total marks. This activity will address MLO3.

Formative assessment will take place through group work, assignment discussion and reflection, discussion board activity on the e-learning platform, case study activity, and theory/practice related discussions.
Criteria will be provided to enable you to understand what is expected of and how you will be assessed on your performance.

Formative feedback will be provided throughout the module, particularly in relating to seminar tasks. You should, however be aware that formative feedback can, and will, occur in any communication with an academic tutor.

Pre-requisite(s)

None

Co-requisite(s)

None

Module abstract

Marketing have become increasingly important for all aspects of contemporary organisations and contributes to the development of corporate strategies. Therefore it is expected that all business students will possess the necessary knowledge and skills that will allow them to contribute to the development, shaping and implementation of effective marketing strategies.

This module will provide you with these skills and knowledge by reviewing marketing theories, literature and case studies to provide a comprehensive understanding of marketing strategy. The module will also enable you to apply in practice theory that you have learned in your lectures, seminars and guided and independent reading. The various tasks you will be asked to complete in this module will lead to the development of a marketing strategy for a new product idea based on the findings of your research and will help you improve your research and strategic and critical thinking skills. These skills are directly transferable to your working life and will improve your employability.

What will I learn on this module?

This module will extend your knowledge and understanding of marketing acquired from your previous studies into the marketing strategy area (approach and application). You will learn to apply the principles and techniques of marketing strategy across a wide range of goods and services in different markets. You will learn to use models which help marketing managers to make more informed decisions (e.g. new product development, brand repositioning, deletion, sales force management and communication techniques). You will undertake analysis of complex situations via the use of case studies and learn how to present solutions through group discussions. The ability to think strategically will be expressed in the production of marketing plans.
Within this module, you will cover three main areas associated with contemporary marketing strategy:

1) Designing appropriate marketing strategies:

• Assessing internal and external environments
• Strategic marketing decisions: choices and mistakes
• New product development
• Branding strategies
• Relational and sustainability strategies

2) Implementation of strategies:

• Implementing services marketing strategies
• Delivering customer value
• Sales management strategies
• Retail management strategy
• Marketing metrics

3) Emerging areas in contemporary marketing strategy:

• Internal marketing
• Marketing across the border
• Social and ethical strategies
• Internet marketing

On completing the module you will be able to critically evaluate the usefulness of marketing knowledge in business decision making and apply marketing theory strategically. You will also develop the skills required for effective Integration of learning from marketing and other business areas into a plan for solving business problems.

Course info

UCAS Code N1S8

Credits 20

Level of Study Undergraduate

Mode of Study 3 years full-time or 4 years with a placement (sandwich)/study abroad

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2019 or September 2020

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