PE7040 - Strategic Marketing

What will I learn on this module?

Strategic Marketing forms a core activity for many business leaders and managers. As such the aim of this module is to introduce marketing at an advanced strategic level, enabling you to develop theoretical understanding and subsequent practical application. Indeed, the purpose is to support the development of knowledge and skills required for strategic analysis of markets and key stakeholders to formulate sustainable marketing strategies for an organisation.

A range of on-line learning materials and activities will be used to address three key areas of strategic marketing and business sustainability:

1) Understanding your market and developing marketing strategies:

• The transformation in marketing dynamics: Looking backward to move forward
• Marketing audit: Stakeholders as the key players in your market
• Competitive factors and strategic marketing
• A cross-cultural world: Understanding the contemporary buyers
• Customer value and new product development
• Pricing strategy

2) Implementation of strategies: Strategic marketing and sustainable competitive advantage

• Stakeholder relationship management and business sustainability
• Marketing mix and market segments
• Strategic communication: Image, reputation and brand positioning/re-positioning
• Resource-based view and sustainable competitive advantage: Outplaying competitors’ value proposition
• Influencing buyers’ decision: Implications of behavioural economics
• Digital marketing
• International marketing

3) Emerging areas in strategic marketing

• The ongoing changes in market dynamics
• Ethical consumers and green marketing
• Responsible marketing and the UN sustainable development goals
• Cross-functional implications of marketing and vice-versa

How will I learn on this module?

You will learn through a mix of online learning resources housed within the module Blackboard site, with additional online workshops, tutor guidance and feedback, and independent directed and self-directed learning. Importantly, you will also learn from your experience of professional practice, through reflecting on your experiences and applying your knowledge from the module to practices in the workplace.
The workshops will introduce you to theories and concepts and allow you to discuss with the tutors and your peers (via the discussion board and Blackboard Collaborate) how these relate to your own work-based experiences and practice. The workplace provides an opportunity for you to put your own knowledge and skills into practice and review your learning with peers and managers, as well as with fellow students via the module discussion board. This will improve your understanding on the different approach to develop digital interventions.

The interactive workshop sessions provided online via the module Blackboard portal will provide you with a theoretical underpinning of the module content, supported by online interactive discussion.

The module has a supporting reading list that provides you with an opportunity to access core learning materials on line. This directed study will support the work you have undertaken in the interactive sessions. Independent learning time is set aside for learning activities, self-identified by you, to gain a deeper and broader knowledge of the subject. As such you will be required to undertake further reading via our e-library.

The continuous practical nature of the interactive workshops and the online discussion boards means that tutor (formative) feedback will be received continuously, via the online discussion board and Blackboard Collaborate. Discussion board evaluations, tutor and peer feedback and directed learning activity provide formative assessment

How will I be supported academically on this module?

The Teaching and Learning plan will provide a number of prompts and guidance to support you academically. Support will also include opportunities to gain feedback from module tutors, guidance tutors and peers, particularly through interventions such as the module discussion board.

Your module is also 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, in order 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.

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:
• MLO1: Develop and critically evaluate your knowledge on the related theories and concepts of marketing strategy.
• MLO2: 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.

Intellectual / Professional skills & abilities:

MLO3: Demonstrate your ability to critically apply marketing theories to develop sustainable marketing strategies in a wide variety of contexts.

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):

• MLO4: Develop your awareness of cultural, ethical and sustainability factors influencing the evolving marketing dynamics.

How will I be assessed?

The summative assessment is an individually completed 4,000 word report focusing on the application of theory to develop a practical marketing strategy (100%). This includes an evaluation of relevant marketing theory culminating in a succinct marketing strategy proposal.

This assesses MLO1-MLO4 inclusive.

Formative assessment will take place through peer discussion, assignment discussion and reflection, case study activity, and interactive (discussion board based) theory/practice related discussions.

Criteria will be provided to enable you to understand what is expected in the assignment and how you will be assessed on your performance.

Pre-requisite(s)

None

Co-requisite(s)

None

Module abstract

In today’s competitive and cross-cultural markets, developing a sustainable competitive advantage is instrumental for any organisation to survive and prosper. As marketing plays an integral role in the development of sustainable strategies, it is expected that managers and leaders will possess the necessary knowledge and skills that will enable them to contribute to the development, implementation and evaluation of effective marketing strategies that could ensure the development of sustainable competitive advantage for their organisations.

As such, this module will enable you to understand and apply marketing and cross-functional business theories and concepts to plan, implement and monitor sustainable marketing strategies in the contemporary cross-cultural markets. The research-led and technology-enhanced practical learning experience from this module will help you improve your research, strategic, critical thinking and entrepreneurial skills. Since these skills are important to all businesses; your learning experience will directly be transferable to your working life to improve your employability.

Course info

Credits 20

Level of Study Postgraduate

Mode of Study 2 Years Part-Time

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start Upcoming Intakes - Academic Year 21/22: Jan 22, April 22, July 22. Academic Year 22/23: Oct 22.

Fee Information

Module Information

All information on this course page is accurate at the time of viewing.

Courses starting in 2021 are offered as a mix of face to face and 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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