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NES2100 : Marketing Strategy

  • Offered for Year: 2023/24
  • Module Leader(s): Dr Sharron Kuznesof
  • Lecturer: Dr Luca Panzone
  • Owning School: Natural and Environmental Sciences
  • Teaching Location: Newcastle City Campus

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


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
* 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 completion120:0020:00Revision and completion of Semester 1 report
Scheduled Learning And Teaching ActivitiesLecture102:0020:00Lectures
Guided Independent StudyAssessment preparation and completion120:0020:00Preparation for group presentation
Structured Guided LearningStructured research and reading activities95:0045:00N/A
Structured Guided LearningStructured non-synchronous discussion111:0011:00N/A
Guided Independent StudyStudent-led group activity92:0018:00Semester 2 MMX Game
Scheduled Learning And Teaching ActivitiesDrop-in/surgery101:0010:00Semester 2 PiP for MMX Game
Guided Independent StudyIndependent study156:0056:00Preparation for and follow up of case studies and lectures
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 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 - 1500 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