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
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
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 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 |
| 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 |
| Scheduled Learning And Teaching Activities | Drop-in/surgery | 10 | 1:00 | 10:00 | Semester 2 PiP for MMX Game |
| Guided Independent Study | Student-led group activity | 9 | 2:00 | 18:00 | Semester 2 MMX Game |
| 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 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 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 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
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- NES2100's Timetable