Newcastle University

Aims

To encourage students to develop a critical understanding of the strategic role of marketing for individuals or companies working in the Creative Industries

Original Summary:
The module is concerned with the strategic role of marketing within the Creative Industries and encourages students to critically apply the theoretical frameworks to a ’real-life’ case study. In addition the module assesses the importance of marketing in relation to other internal functions within a creative organisation to facilitate business success and sustainability. Students are encouraged to develop interpersonal, team working, consultancy and presentation skills.

Outline Of Syllabus

Strategic Marketing
The Marketing Audit
Customer Analysis
Competitor Analysis
Strategic Direction
Missions and Objectives
Strategic Choice
Strategic Management of Marketing Mix
Strategic Evaluation
Strategic Implementation and Control Problems
Introduction to e-Marketing
The New E-Marketing Mix
E-Models
E-Customers
E-Tools
Traffic Building
E-CRM
E-Business
E-Planning

Teaching Rationale And Relationship

Developing practical experience with the aim of encouraging students to apply theoretical marketing perspectives to a ‘real life’ Creative Industry company or individual

Assessment Rationale And Relationship

(Essay 3 comments:

Individual - 1000 word personal reflection on the learning acquired from application of theory on Strategic Marketing and the Creative Industries to a practical real life company or individual.)

The assessment allows students to demonstrate their ability to research, write and present their marketing strategy over a three year time-span and to highlight issues specific to the Creative Industries that the company or individual for whom the Strategic Marketing Plan is written may encounter when implementing the strategy.