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NES2100 : Marketing Strategy

  • Offered for Year: 2024/25
  • 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 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0
European Credit Transfer System


Marketing strategies are comprehensive plans that are based upon an analysis of the external operating environment (PEST analysis), competitor activities (Porter's Competitive Analysis) and the organisations own performance (internal analysis) which combine to produce a SWOT. Based upon this evidence, the organisation will identify strategies (based upon Ansoff's Product-Market Growth Matrix), identify SMART objectives targeting desired market segments, provide a costed budget and identify evaluation and control measures. In this way, marketing strategy involves: market Analysis; market segmentation; the development of SMART objectives and kep performance indicators (KPIs); target market selection; positioning; brand positioning; marketing mix development including integrated marketing communications; and budgeting.

This module reviews these concepts which are applied through the assessment process.

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 strategic options
* case studies

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 Semester 1
Scheduled Learning And Teaching ActivitiesLecture101:0010:00N/A
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 activity92:0018:00N/A
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 activity in semester 2.

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 based problem. 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 for arand of their choice.

Reading Lists