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ACE2000 : Marketing Digital Strategy

  • Offered for Year: 2020/21
  • Module Leader(s): Dr Sharron Kuznesof
  • Lecturer: Mr Karl Christensen
  • Owning School: Natural and Environmental Sciences
  • Teaching Location: Newcastle City Campus
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0


This module discusses how to take a traditional and digital strategic approach to marketing planning, integrating digital strategy, models, frameworks and techniques to achieve competitive advantage. Core concepts of traditional and digital strategic marketing are introduced in semester 1. The practical application of the strategic marketing planning process is delivered through a group-based marketing simulation game which is run in semester 2.

The module is mapped against the Chartered Institute of Marketing's 'Marketing and Digital Strategy' module.

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 traditional and digital marketing strategic options

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion130:0030:00Revision and completion of Semester 1 exam
Scheduled Learning And Teaching ActivitiesLecture141:0014:00N/A
Guided Independent StudyAssessment preparation and completion12:002:00Group presentation to peers
Guided Independent StudyAssessment preparation and completion120:0020:00Preparation for group presentation
Guided Independent StudyDirected research and reading152:0052:00Preparation for and follow up of case studies and lectures
Scheduled Learning And Teaching ActivitiesSmall group teaching81:008:00Seminars for case study analysis
Scheduled Learning And Teaching ActivitiesWorkshops201:0020:00Supported group work
Scheduled Learning And Teaching ActivitiesWorkshops101:0010:00Workshops to support strategic marketing simulation game
Guided Independent StudyStudent-led group activity142:0042:00N/A
Scheduled Learning And Teaching ActivitiesDrop-in/surgery21:002:00Drop-in surgeries, for Semester 2 assessment support
Teaching Rationale And Relationship

Lectures 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 simulation game.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Prof skill assessmnt2M50Group presentation of a strategic marketing or product development plan (15 minute presentation)
Report2M50individual report - 1800 words (max)
Assessment Rationale And Relationship

In semester 2, students will complete a group presentation based upon an analysis of the marketing strategy and tactical decisions made during the marketing simulation game. 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.

Reading Lists