What will I learn on this module?
In this module, you will develop a strategic understanding of how organisations create, deliver, and communicate value within an increasingly digital marketplace. You will explore how strategic marketing decisions are made in a fast-moving commercial environment, and how digital technologies influence market analysis, customer engagement, and competitive positioning.
You will examine the key elements of strategic marketing including market analysis, segmentation and targeting, value proposition development, and multi-channel strategic planning. The module will guide you through contemporary digital marketing concepts such as customer journey mapping, digital channel selection, online consumer behaviour, content strategy, and performance measurement.
A core element of the module is a digital-marketing simulation that mirrors real industry decision-making scenarios. Through the simulation, you will learn to allocate budgets across digital channels, optimise campaigns, interpret analytics dashboards, respond to market and competitor insights, and measure the impact of your strategic choices. This applied experience will help you understand how strategic decisions influence customer outcomes, campaign performance, and long-term organisational value.
The module will cover the following themes:
• Market and competitor analysis in digital environments
• Segmentation, targeting, and value proposition development
• Multi-channel and omni-channel digital strategy
• Search, social, email, mobile, and content strategy fundamentals
• Customer journey analysis and experience optimisation
• Digital performance metrics, analytics interpretation, and ROI evaluation
• Strategic decision-making in data-rich environments
• Ethical, legal, and regulatory considerations in digital marketing practice
Throughout the module, you will integrate theoretical concepts with applied learning from the simulation and seminar activities, enabling you to develop a holistic understanding of strategic marketing in the digital era.
How will I learn on this module?
You will be supported by a Teaching and Learning Plan (TLP) which outlines the schedule of lectures, seminars, simulation activities, and directed learning tasks. The module uses a blend of research-informed teaching, hands-on digital practice, and applied strategic decision-making.
You will take part in weekly lectures that introduce key theories of strategic marketing, digital transformation, customer behaviour, multi-channel planning, and analytics. These sessions will help you build a strong conceptual foundation and understand how strategic decisions shape organisational performance in a digital environment.
Seminars and workshops will provide opportunities to apply these concepts in practice. You will work with a digital-marketing simulation that replicates real-world decision-making scenarios, such as allocating budgets across channels, optimising online campaigns, analysing performance dashboards, and responding to competitive insights. These sessions will enable you to translate theory into practice and understand the implications of your strategic choices.
Directed learning will include preparatory readings, digital tools exploration, and engagement with analytics resources to support your simulation decisions. Independent learning will focus on further research into strategic marketing topics, competitor and market analysis, and deeper investigation into emerging trends in digital marketing.
Formative feedback will be provided throughout seminars and simulation workshops, allowing you to refine your approach before submitting your summative assessments. You will also have access to online learning materials, discussion boards, and digital resources via the e-Learning Portal (eLP), alongside academic guidance from the teaching team.
How will I be supported academically on this module?
The University provides an excellent library facility which is accessible 24/7 during term time and includes access to a wide variety of specialist journals and other relevant publications focusing on the themes covered in this module. There are top of the range IT facilities at the Faculty of Business and Law building where your formal study sessions will take place.
Access to an advanced business simulation software (Executive) is provided to you as part of this module.
This module will be designed and managed by the designated module tutor who will be responsible for guiding students in their engagement and learning on this module. In addition. A dedicated team of academics, including seminar tutors and lecturers will provide academic guidance on a daily basis through formative feedback. All relevant instructions and notes for lectures and seminars will be accessible online and through mobile via the e-Learning Portal (eLP).
Industry practitioners and experts may also provide input through guest lectures from time to time (depending on availability) to offer a more cutting edge industry perspective.
At programme level, you will be provided a comprehensive University and programme induction and a dedicated Programme Leader will provide guidance and support on a one-to-one basis where necessary.
In addition, there will be a residential weekend where a range of activities designed by professionals will help you build your competencies from a personal and professional development point of view.
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. Online reading lists (provided after enrolment) give you access to your reading material for your modules. The Library works in partnership with your module tutors to ensure you have access to the material that you need.
What will I be expected to achieve?
Knowledge & Understanding:
• Gain a critical understanding of strategic business functions and particularly how marketing decisions fit into the context of business strategy.
• Develop an appreciation of the opportunities and challenges posed by the digital marketplace.
Intellectual / Professional skills & abilities:
• Design, implement, and evaluate marketing strategies that are integrated with key business functions.
Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Demonstrate an appreciation of the impact that marketing decisions has on related business functions
• Evidence an awareness of the regulatory and ethical landscape faced by digital marketing professionals.
How will I be assessed?
Formative assessment will take place through seminar and workshop activities, simulation-based decision-making exercises, peer discussion, and guided reflective tasks. You will receive clear instructions for both summative assessments through the assignment briefs, simulation user guides, and supporting digital resources. Regular formative feedback will be provided by the teaching team during simulation workshops, seminars, and optional drop-in sessions, enabling you to refine your strategic thinking and analytical approach before completing the summative assessments.
Summative assessment will consist of two individual coursework components:
1. An individual analytical report based on your performance in the digital-marketing simulation (max 3,000 words). You will evaluate your strategic decisions, justify budget allocations, interpret performance data, and critically reflect on the outcomes of your campaign and optimisation activities. (50%)
2. An individual strategic report (max 3,000 words) analysing opportunities and challenges in a digital marketing context. You will develop a data-led strategic marketing plan using theory, market insights, and current digital trends, demonstrating how organisations can enhance performance in digital environments. (50%)
Module abstract
Strategic Marketing in the Digital Era explores how organisations create value, compete, and grow within a rapidly evolving digital landscape. The module introduces you to the key principles of strategic marketing—market analysis, segmentation, value proposition development, and multi-channel planning—whilst placing a strong emphasis on the transformative impact of digital technologies on consumer behaviour and organisational decision-making.
A central feature of the module is a digital-marketing simulation that enables you to experience real-world strategic decision-making in a safe, interactive environment. You will allocate budgets across digital channels, optimise campaigns, interpret performance analytics, and respond to competitor activity. This hands-on experience helps you develop the practical skills expected of modern digital marketing professionals, including data-driven thinking, analytical capability, and strategic creativity.
Throughout the module you will draw on contemporary research, case studies and industry tools, developing your ability to critically evaluate opportunities and challenges in digital markets. By the end of the module, you will be able to design and justify digital strategies that are grounded in insight, aligned with organisational objectives, and responsive to the dynamic nature of the digital marketplace.
This module therefore equips you with the strategic perspective, applied digital skills, and analytical confidence needed to excel in digital marketing roles across a wide range of sectors.
