NBS8976 : Strategic Marketing, Operations and Supply Chain (Inactive)
- Inactive for Year: 2024/25
- Module Leader(s): Professor Andrew Lindridge
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
Semesters
Your programme is made up of credits, the total differs on programme to programme.
| Semester 2 Credit Value: | 20 |
| ECTS Credits: | 10.0 |
| European Credit Transfer System | |
Aims
The aim of this practice-based module is to enable you to develop and enhance, to an advanced level, your knowledge, understanding and practice of strategic marketing, operations and supply chain. The module will provide you with the opportunity to enhance your skills of exploring strategic possibilities to reach your markets and customers, and practising effective operations and value chain management in complex environments. This module will systematically examine the various business strategies that may be employed over the business cycle. Strategic Marketing is a critical overarching function in any organisation. The use of analytical tools help us to determine strategic options for the future and decisions are influenced by the complexity of the environment in which we operate. In this module, we will develop practical experience with the aim of encouraging you to apply the theoretical marketing perspective to a ‘real life’ business situation. Next, the module will provide an understanding of the key concepts of Operations and Supply Chain Management. The module will help you judge an operation's capability, in order to improve and develop it. The focus will be on changing inputs into outputs and at the same time adding value. The module will position operations and supply chain as the task of meeting or fulfilling the objectives of business, for the multiple stakeholders of employees, owners and customers. The module will provide you with the opportunity to enhance your skills of practising effective operations and value chain management in complex environments.
By the end of the module, you will have:
• Developed a critical multifaceted understanding of the strategic role of marketing within an organisation in facilitating business success and sustainability, and the major drivers of change based on gained knowledge of key theoretical models and examples from international business practice.
• Developed an enhanced understanding of effective operations and value chain management in complex environments to add value and fulfil short and long term objectives for multiple stakeholders, and to support market focus and the achievement of profitability while evaluating systems and structures as the means of systematising operations and working practices.
• Developed knowledge and skills to critically apply theoretical frameworks to their own organisation (or a ’real-life’ case study).
Outline Of Syllabus
The syllabus will include topics such as:
• Defining marketing and understanding marketing planning
• Exploring the global marketing environment and modern marketing research
• Understanding Consumer Behaviour
• Segmenting, Targeting and Positioning
• Designing and integrating marketing communications
• Creating market offerings for global markets:
- Products
- Building Strong Local and Global Brands
• Marketing channels and Pricing
• Mastering future marketing challenges in modern society
• Organisation of operational and supply chain strategies to support market focus and the achievement of profitability
• The management of operations (steering operations and processes) and supply chain
• An analysis of service value in association with product value and the means of managing costs
• Design issues associated with both products and services and the processes adopted by organisations to produce them
• Quality management
• Planning and controlling operations. Project execution and control - Benefits and risk management, project governance and dealing with changes
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Scheduled Learning And Teaching Activities | Lecture | 8 | 1:00 | 8:00 | PiP |
| Guided Independent Study | Assessment preparation and completion | 60 | 1:00 | 60:00 | N/A |
| Guided Independent Study | Skills practice | 8 | 1:30 | 12:00 | labelled as work based on roadmap |
| Structured Guided Learning | Structured research and reading activities | 8 | 1:30 | 12:00 | 8 hours on lecture materials, academic skills activities and structured research and reading |
| Scheduled Learning And Teaching Activities | Workshops | 8 | 2:00 | 16:00 | PiP |
| Scheduled Learning And Teaching Activities | Workshops | 1 | 1:00 | 1:00 | Online synchronous assessment surgery session |
| Scheduled Learning And Teaching Activities | Workshops | 1 | 1:00 | 1:00 | Online synchronous module orientation session |
| Guided Independent Study | Reflective learning activity | 8 | 2:30 | 20:00 | N/A |
| Guided Independent Study | Independent study | 22 | 1:00 | 22:00 | N/A |
| Scheduled Learning And Teaching Activities | Scheduled on-line contact time | 3 | 1:00 | 3:00 | To be timetabled at lunch times in weeks where there are no other timetabled activities for the module in order to support sustained learner engagement in the module |
| Guided Independent Study | Online Discussion | 4 | 1:00 | 4:00 | N/A |
| Guided Independent Study | Distance Learning Advance Preparation | 41 | 1:00 | 41:00 | N/A |
| Total | 200:00 |
Teaching Rationale And Relationship
The teaching methods recognise the importance of learners learning about context, content and processes for their own individual and organisational development of advanced professional practice.
The teaching and learning methods support achievement of the module’s learning outcomes. The processes of teaching and learning, within this blended learning module, include but are not limited to the following: Face-to-face and online opportunities to acquire knowledge and understanding of theory in practice are provided through attending lectures, listening to and watching podcasts and/or videos, reading and research, and work-based and reflective learning. Learning through dialogue, discussion and collaboration, in face-to-face teaching and online, enables students to articulate, respond to and provide feedback on theory, knowledge and practice application, and to question and challenge their work-based practices. Collaborative social learning, online and in the classroom, is a hallmark of the module and will involve peer learning, co-production of knowledge and ideas about practice, and feedback.
As a post-experience programme, contextualising theory in practice requires not only academic input but also practitioners’ knowledge and expertise and, therefore, some lectures or workshops will be taught by adjunct staff. Reflection on practice, through completion of a reflective journal, supports the learner to evaluate their understanding of the relevant subject knowledge, and to question and challenge their work-based practices, through applying and integrating theory in practice.
Students are expected to enhance their face-to-face and online learning by independent reading and enquiry, for which they are given guidance on relevant materials.
Assessment Methods
The format of resits will be determined by the Board of Examiners
Other Assessment
| Description | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|
| Report | 2 | M | 100 | 4,000 words in two parts: Marketing Plan (2,000 words) Operations and Supply Chain Report (2,000 words) |
Formative Assessments
Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.
| Description | Semester | When Set | Comment |
|---|---|---|---|
| Case study | 2 | M | The formative assessment and feedback will be provided through practice case studies (minimum of 2) – delivered by students orally. |
| Reflective log | 2 | M | Preparation for summative assessment |
Assessment Rationale And Relationship
Formative Feedback
Formative feedback is provided throughout the module by encouraging learners to respond to questions and engage in reflection, dialogue, debate and discussion in online and face-to-face contexts. Collaborative learning, online and in the classroom, is a hallmark of the module and involves co-production of knowledge and ideas about practice, and feedback.
The formative assessment and feedback will be provided through practice case studies (minimum of 2) – delivered by students orally. Feedback on ideas and understanding will also be provided orally.
Summative Feedback
The module assessment enables learners to achieve the learning outcomes and to consolidate their learning by articulating their conceptual understanding and how it is used in practice. The summative assessment has 2 components, each counting for 50% of the final mark:
1) Marketing Plan (2,000 words): The assessment allows students to demonstrate their ability to conduct independent marketing research and write a marketing strategy plan for an organisation (or a ‘real life’ case study) and to highlight issues the organisation may encounter when implementing the strategy.
2) • Operations and Supply Chain Report (2,000 words): The written assessment requires students to identify a problematical area within an organisation’s operations and supply chain functions and how to address it.
Using the theories and concepts learnt across the module, students will critically evaluate what the challenges and issues are and how these can be addressed. Overall, the plan and report will assess independent understanding of module content and ability to analyse and discuss issues arising.
A reflective learning Portfolio is central to completion of the summative assessment, and is an appropriate assessment method for all learners, enabling them to consolidate what they have learned by reflecting on and articulating their personal and/or organisation practice and how it relates to their current conceptual understanding.
Summative feedback on the assessment will include ‘feed forward’, enabling learners to improve future academic and/or practice action.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- NBS8976's Timetable