NES2100 : Marketing Strategy
NES2100 : Marketing Strategy
- Offered for Year: 2024/25
- Module Leader(s): Dr Sharron Kuznesof
- Lecturer: Dr Luca Panzone
- Owning School: Natural and Environmental Sciences
- Teaching Location: Newcastle City Campus
Semesters
Your programme is made up of credits, the total differs on programme to programme.
| Semester 1 Credit Value: | 10 |
| Semester 2 Credit Value: | 10 |
| ECTS Credits: | 10.0 |
| European Credit Transfer System | |
Pre-requisite
Modules you must have done previously to study this module
Pre Requisite Comment
Successful completion of a stage 1 introduction to marketing module is a requirement.
Co-Requisite
Modules you need to take at the same time
Co Requisite Comment
N/A
Aims
Marketing strategies are comprehensive plans that are based upon an analysis of the external operating environment (PEST analysis), competitor activities (Porter's Competitive Analysis) and the organisations own performance (internal analysis) which combine to produce a SWOT. Based upon this evidence, the organisation will identify strategies (based upon Ansoff's Product-Market Growth Matrix), identify SMART objectives targeting desired market segments, provide a costed budget and identify evaluation and control measures. In this way, marketing strategy involves: market Analysis; market segmentation; the development of SMART objectives and kep performance indicators (KPIs); target market selection; positioning; brand positioning; marketing mix development including integrated marketing communications; and budgeting.
This module reviews these concepts which are applied through the assessment process.
Outline Of Syllabus
Illustrative content:
* Introduction to strategic marketing
* techniques for assessing the external, competitive and internal environments that enable effective decision
making;
* strategic decisions at the SBU level and competitive positioning tactics
* brand level strategic options
* case studies
Learning Outcomes
Intended Knowledge Outcomes
By the end of this module students should be able to understand (at lower levels of achievement) and critique (at higher levels of achievement):
• how to analyse an organisation’s current and future external environment
• how to analyse an organisation’s current and future internal environment
• the analysis of relevant information to recommend and inform strategic decision making
• how to develop a strategic marketing plan for a new product or service to realise organisational
objectives
• how to manage resources to deliver the strategic marketing plan
• the monitoring, measurement and adaption of a marketing plan for continuous improvement
Intended Skill Outcomes
By the end of the module students should have developed the following skills:
• interpersonal communication (via team work);
• presentation skills (via group presentation of new product or service development plan)
• written skills through group report
• problem solving (via exposure to simulated and real world problems):
• critical analysis of theory
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Scheduled Learning And Teaching Activities | Lecture | 10 | 1:00 | 10:00 | N/A |
| Guided Independent Study | Assessment preparation and completion | 1 | 20:00 | 20:00 | Preparation for group presentation |
| Guided Independent Study | Assessment preparation and completion | 1 | 20:00 | 20:00 | Revision and completion of Semester 1 report |
| Scheduled Learning And Teaching Activities | Lecture | 10 | 2:00 | 20:00 | Lectures Semester 1 |
| Structured Guided Learning | Structured research and reading activities | 9 | 5:00 | 45:00 | N/A |
| Structured Guided Learning | Structured non-synchronous discussion | 11 | 1:00 | 11:00 | N/A |
| Guided Independent Study | Student-led group activity | 9 | 2:00 | 18:00 | N/A |
| Guided Independent Study | Independent study | 1 | 56:00 | 56:00 | Preparation for and follow up of case studies and lectures |
| Total | 200:00 |
Teaching Rationale And Relationship
Present in Person (PiP) module talks and case studies introduce theories and concepts, which students supplement through extended reading. Practical application of strategic marketing is gained through a group based marketing activity in semester 2.
Reading Lists
Assessment Methods
The format of resits will be determined by the Board of Examiners
Other Assessment
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Prof skill assessmnt | 2 | M | 50 | Group presentation of a strategic marketing or product development plan (15 minute presentation) |
| Report | 2 | M | 50 | individual report - 1500 words (max) |
Assessment Rationale And Relationship
In semester 2, students will complete a group presentation based upon an analysis of the marketing strategy based problem. Individual marks will be based upon the group mark weighted according to peer assessment.
An individual assignment provide students with the opportunity to analyse or develop a marketing strategy for arand of their choice.
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- NES2100's Timetable
Past Exam Papers
- Exam Papers Online : www.ncl.ac.uk/exam.papers/
- NES2100's past Exam Papers
General Notes
N/A
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Disclaimer
The information contained within the Module Catalogue relates to the 2024 academic year.
In accordance with University Terms and Conditions, the University makes all reasonable efforts to deliver the modules as described.
Modules may be amended on an annual basis to take account of changing staff expertise, developments in the discipline, the requirements of external bodies and partners, and student feedback. Module information for the 2025/26 entry will be published here in early-April 2025. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.