MK9703 - Strategic Marketing

What will I learn on this module?

This module provides the knowledge and skills necessary for you to understand, critically analyse, and manage Strategic Marketing functions within fast-moving, international and competitive contexts.

Within the module, you will cover these main topics:
1) The role and process of Marketing: a strategic perspective;
2) The Marketing environment;
3) Brand Management & Marketing Communications;
4) Channel Management, Sales Management and Key Account Management;
5) Relationship Marketing: Customer Relationship Management and Internal Marketing;
6) Online and Digital Marketing;
7) Marketing Analytics;
8) Marketing Metrics.

During the module you will fine-tune your existing Strategic Marketing skills and gain a robust understanding of its board level management. You will critically analyse existing theory and practices, contribute your own ideas, and explore ways to apply this academic knowledge to an authentic commercial context. As a result, on returning to the workplace, you should be a skilled, informed manager able to lead a set of Marketing processes and strategies which deliver demonstrable value to your business and its stakeholders.

How will I learn on this module?

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.

How will I be supported academically on this module?

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.

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:
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.

How will I be assessed?

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





Module abstract

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.

Course info

Credits 10

Level of Study Postgraduate

Mode of Study 15 months

Location Singapore

City Singapore

Start September, December, March or June

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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