MK9700 - Strategic Marketing in the Digital Era

What will I learn on this module?

In this module you will learn to appreciate the role of a strategic manager of a modern day manufacturing and sales business in the context of an increasingly digitalised consumer-environment. You will be introduced to Marketing at a strategic level of a business, and understand how marketing decisions are made in the context of other essential business functions; i.e. financial planning, operations and supply chain management, and human resource management. In addition, you will learn to appreciate the digital nature of modern day business operations and marketing strategy.

The module will cover the following themes:

• Marketing planning and implementation – Includes market research, identifying good business opportunities, 4Ps of marketing management, and the basics of creating and delivering value to customers.
• Competitive market strategies – Covers different approaches to competing in a marketplace, how to be better than your competitors, developing sustainable competitive advantage.
• Product development – basics of new product development.
• Routes to market and multichannel marketing – Retailing and sales channel selection and management.
• Operations and supply chain management – managing the distribution network, stock management, managing the production output.
• Financial planning for operations and growth - Pricing decisions and cost management, basics of balance-sheets and profit & loss accounts, activity-based costing, investing in R&D projects.
• Managing employees for competitive advantage – How employees can be the source of sustainable competitive advantage, employee development and empowerment to foster creativity and breakthrough ideas, rewards & recognition.
• Introduction to promotional strategy – Introduction to marketing communications, and different promotional methods /tools.
• Introduction to digital and social-media marketing – Covers the digital consumer-space, and how to engage customers and build brands online.
• Marketing-related legislation – Deals with legal aspects of marketing, and basics of marketing ethics.

How will I learn on this module?

You will be supported by a Teaching and Learning Plan (TLP) which outlines the formal sessions (lectures, seminars and IT workshops), and provides details of tutor-directed and independent study/learning.

You will receive a two hour lecture and an hour-long seminar or IT workshop every week for 12 weeks. The lectures will cover a range of key theoretical concepts in Marketing (with a special focus on digital marketing in the 2nd half of the semester), Business Strategy, Operations & Supply Chain Management, Financial Planning, and Human Resource Management. This is in recognition that you may have joined this course from a variety of non-business, as well as business disciplines. The lectures therefore will take an introductory and strategic management outlook to essential business management functions. The seminars/workshops will provide you with an opportunity to gain practical insight into the theoretical concepts covered in the lectures.

The assignment will be a simulation exercise that will require you to put into practice the theories and concepts you will have learnt from the lectures and seminars, especially drawing from a range of essential business functions (e.g. financial planning, human resource management). The performance report you will prepare at the end of the simulation exercise will require analytical skills, as well as a good ability to discern and synthesise key pieces of information.

Directed learning will focus on pre-reading, activity based learning through specially designed seminar exercises, and the use of the e-Learning Portal (eLP) discussion board. Independent learning will be based upon your own initiative in further exploring and researching areas of interest including strategic marketing, business strategy, and digital marketing. Reflective learning and regular discussions with peers, tutors, and industry professionals (where possible) will be an integral part of independent learning.

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. 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:
• 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 group work, seminar/workshop activities, assignment discussion and reflective learning. Clear instructions will be provided on what is required for the summative assessment in the form of assignment brief, operations manual for the simulation exercise, and research support material (e.g. market reports). Regular formative feedback will be provided by the teaching team and module tutor during timetabled sessions and supporting discussions.

Summative assessment will be in the form of a single individual analytical business report, which will consist of two parts:

1. An analysis and synthesis of decisions and corresponding performance outcomes from the business simulation exercise (worth 75%).
2. A brief evaluation of relevant digital and social media promotional tools in relation to the business simulation exercise, culminating in a succinct digital marketing strategy (worth 25%).





Module abstract

Strategic Marketing broadly includes, market research and assessing the business environment, developing lucrative products, and appropriately promoting and delivering this product to the customer. However, there are many other business functions that play a role in all of this. For example, the finance department will have to monitor and manage the organisation’s costs and revenues; the HR department will have to recruit and develop suitable staff. Most importantly, digital technologies now play a key role in the success of a business.

This module will give you the ability to take an overarching (strategic) perspective of an organisation and its operations. You will develop an appreciation for making different types of business decisions and assess their impact on your business’ performance through a specially-designed simulation exercise. The aim is to develop you to become modern-day business managers who can appreciate the complexities of business decision-making in an increasingly digital world.

Course info

Credits 20

Level of Study Postgraduate

Mode of Study 1 year full-time
1 other options available

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2024

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


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