MK9626 - Responsible Marketing Strategy

What will I learn on this module?

The module provides students with a comprehensive understanding of concepts, theories and techniques in the context of strategic marketing, responsible marketing and sustainability. The intension is to support the development of knowledge and skills required to undertake strategic analysis of markets and organisations and formulate a competitive, responsible marketing strategy. A contemporary approach to marketing is adopted throughout the module, as you will have the opportunity to learn and discuss the concepts that have changed the way we perceive marketing today. In doing so you will examine, both theoretically and practically, a number of areas associated with responsible marketing strategies, such as:

Theme 1 Contemporary Strategic Marketing
• Marketing Audit and key trends that impact on marketing and the society
• Contemporary Marketing Research and Planning
• New product development and Disruptive Innovation
• Service-Dominant Logic and Value co-creation/Co-destruction
• Developing and implementing appropriate marketing strategies and metrics

Theme 2 Responsible Marketing
• Ethics and Sustainability in a marketing context
• Responsible Marketing strategies and Sustainable Development Goals
• Sustainable Consumer Behaviour and Ethical Consumerism
• Sustainability, Ethics and New Media
• The Future of Sustainability and Responsible Marketing

On completing the module, you will be able to critically evaluate the usefulness of marketing knowledge in the context of responsible business and sustainable consumer behaviour and apply theory to develop appropriate marketing strategies. You will also develop the skills required for effective Integration of learning from marketing and other business areas into a plan for solving business problems.

How will I learn on this module?

The learning and teaching strategy for the module aims to build upon existing knowledge of marketing, from prior study and personal experiences, by framing strategic marketing in a sustainability context. Consideration of sustainability, social responsibility and marketing issues from a strategic perspective will be developed via current theory with case studies and scenarios used to analyse and evaluate practice.

The module will be delivered by lectures, seminars and online videos and will be assessed by a 2500 word assignment worth 75% at the end of the semester and a group presentation during the semester worth 25%. The module will build on your marketing and business knowledge through, primarily, a case study-based and research –based approach. You will work in groups on a wide range of case situations. You will also be formatively assessed through weekly seminar activities and presentations.

The two one-hour weekly lectures will provide you with a theoretical underpinning of the module content, supported by online videos and an one-hour weekly seminar and webinars which will give you an opportunity to apply the theory you learn in practice, allowing you to build up the necessary skills of understanding, developing and applying marketing strategy in today’s market.

The module has a supporting reading list that provides you with an opportunity to learn more about components of marketing strategy and to see how they are applied to help organisations achieve their objectives. Additionally, directed study (reading material suggested by the teaching team) will support the work you have undertaken in the contact sessions. You will also be expected to keep up-to-date with individual/group work and presentations and set aside time for independent learning, meaning learning activities identified by you, to gain a deeper and broader knowledge of the subject.

How will I be supported academically on this module?

Support will be provided to you by a member of academic staff leading the module and a team of academic staff that will be providing the lectures based on their area of expertise and facilitating seminar sessions with a small number of students which provide a more personal way of academic support. The seminar group sessions are typically based on study programme cohorts, so you will be taught here alongside fellow members from your particular degree.

Your module is also supported by an e-learning portal, where lecture slides and seminar material, webinars and online videos will be available, alongside assessment details and various support facilities such as recordings of certain lectures and assessment information. Finally, you will be provided with a wide-ranging electronic reading list that comprises of various academic reports, conference papers and 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:
(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:
• Develop and critically evaluate your knowledge on the related concepts of marketing strategy. [MLO1]
• Understand the value associated with developing responsible marketing strategies and how to use this information to develop appropriate strategic plans based on core marketing theory. [MLO2]

Intellectual / Professional skills & abilities:
• Make relevant strategic decisions based on effective teamwork and be able to present this effectively. [MLO3]

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Develop your awareness of cultural, ethical and sustainability factors influencing marketing strategies. [MLO4]

• Demonstrate your ability to critically apply marketing theories to develop responsible marketing strategies and encourage in a wide variety of contexts for effective marketing decisions. [MLO5]

How will I be assessed?

Summative assessment will take place in the form of a 2500 word assignment in a marketing strategy topic area to be decided on a semester by semester basis by the teaching team. The assignment worth 75% will build upon the knowledge acquired from lectures and seminars. This component of the assessment addresses MLO1, MLO2, MLO4 and MLO5.

In addition there will be a group presentation as part of the seminar activities. The group work and peer evaluation worth 25% of the total marks. This activity will address MLO3.

Formative assessment will take place through group work, assignment discussion and reflection, discussion board activity on the e-learning platform, case study activity, and theory/practice related discussions.
Criteria will be provided to enable you to understand what is expected of and how you will be assessed on your performance.





Module abstract

In our competitive global market, sustainability and social responsibility have become increasingly important for modern businesses and
organisations. Not only do these concepts contribute to the development of sustainable competitive advantage. They also support social and
environmental wellbeing. This module will introduce you to responsible marketing strategy, key marketing theories and sustainability-related
literature. The module will enable you to practically apply theory you have learned in your lectures, seminars and guided and independent
reading. The various tasks you’ll complete will lead to the development of a marketing strategy for a new product idea, based on your
research findings. You’ll improve your research, strategic and critical thinking skills, as well as develop a thorough knowledge of how to shape
and implement effective marketing strategies in the real world. These skills are directly transferable to your working life and will improve your

Course info

UCAS Code N555

Credits 20

Level of Study Undergraduate

Mode of Study 3 years Full Time or 4 years with a placement (sandwich)/study abroad

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2024 or September 2025

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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