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Module

NBS8976 : Strategic Marketing, Operations and Supply Chain

  • Offered for Year: 2022/23
  • Module Leader(s): Dr Jane Brown
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semesters
Semester 2 Credit Value: 20
ECTS Credits: 10.0

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
Guided Independent StudyAssessment preparation and completion601:0060:00N/A
Scheduled Learning And Teaching ActivitiesLecture81:008:00PiP
Guided Independent StudySkills practice81:3012:00labelled as work based on roadmap
Structured Guided LearningStructured research and reading activities81:3012:008 hours on lecture materials, academic skills activities and structured research and reading
Scheduled Learning And Teaching ActivitiesWorkshops11:001:00Online synchronous module orientation session
Scheduled Learning And Teaching ActivitiesWorkshops11:001:00Online synchronous assessment surgery session
Scheduled Learning And Teaching ActivitiesWorkshops82:0016:00PiP
Guided Independent StudyReflective learning activity82:3020:00N/A
Guided Independent StudyIndependent study221:0022:00N/A
Guided Independent StudyOnline Discussion41:004:00N/A
Guided Independent StudyDistance Learning Advance Preparation441:0044:00N/A
Total200:00
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
Report2M50Marketing Plan (2,000 words)
Report2M50Operations and Supply Chain Report (2,000 words)
Formative Assessments
Description Semester When Set Comment
Case study2MThe formative assessment and feedback will be provided through practice case studies (minimum of 2) – delivered by students orally.
Reflective log2MPreparation 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