PE7040 - Strategic Marketing

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

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.

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.

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.

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.

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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.