MK9703 - Strategic Marketing

The module will be delivered through a combination of taught sessions, online resources, tutor-directed learning and independent learning. A Teaching and Learning Plan will outline the requirements for the module and all the structure and content of the taught sessions. In preparation for the taught sessions you will be expected to to undertake additional reading, research and preparatory work. The taught sessions will provide theoretical underpinning and complement materials available to you on the e-learning portal and through other suggested independent study resources such as the reading list. They will also help you to explore the themes raised and to apply them to a real life context.

Directed study will support the learning achieved in the taught sessions, facilitating a broader and deeper understanding of Strategic Marketing. Personalised feedback will be available from seminar tutors and generic feedback from e-learning portal communications. There will be other Blackboard materials to assist your independent learning.

A member of academic staff will lead the module. In addition, a team of colleagues will deliver the taught sessions. Your principal point of academic contact will be the Module Tutor. The module is supported by an e-learning portal housing seminar slides and other materials. This portal will incorporate a student forum in which you can request advice from your fellow students and give advice to others, to encourage cooperation and collaboration skills.

You will be provided with a list of suggested reading which will encompass book chapters, industry reports and academic journal articles. You are encouraged to access and familiarise yourself with these in order to maintain the currency of your subject knowledge and to stay abreast of changes occurring within industry.

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:
On completion of the module you will be able to:
1. Demonstrate a critical knowledge and understanding of current Strategic Marketing theories, practices and trends.

Intellectual / Professional skills & abilities:
On completion of the module you will be able to:
2. Critically analyse and apply strategic marketing theory into commercial contexts.

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
On completion of the module you will be able to:
3. Demonstrate a critical awareness of ethical multi-stakeholder value delivery in an international context.

Formative assessment: Personalised formative feedback will be provided by the module team during the taught sessions. More generic feedback will be made available from the e-learning module site.

Summative assessment:
A 3000-word individual business report that applies marketing theory and concepts to your own organisational setting. This is weighted at 100% and assesses all module learning outcomes

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Any senior business executive must be strategic in their understanding of how to market to consumers, intermediaries and other organisations, in order to flourish in a competitive and swiftly evolving business environment. Strategic Marketing is at the heart of any successful commercial operation – regardless of sector, location or size – and may be conceptualised as the driving force of the entire organisation and the means by which organisational objectives are delivered. This module provides the skills and knowledge for you to steer your organisation’s Marketing and Sales operations successfully, and to gain a competitive advantage over other rival organisations and deliver sustained incremental performance.