NES2100 : Marketing Strategy
- Offered for Year: 2024/25
- Module Leader(s): Dr Luca Panzone
- Lecturer: Mr Khalid Medani, Ms Alexandra Neill
- 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 1 Credit Value: | 10 |
| Semester 2 Credit Value: | 10 |
| ECTS Credits: | 10.0 |
| European Credit Transfer System | |
Aims
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
making;
* 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 |
|---|---|---|---|---|---|
| Scheduled Learning And Teaching Activities | Lecture | 10 | 2:00 | 20:00 | Lectures Semester 1 |
| Scheduled Learning And Teaching Activities | Lecture | 10 | 1:00 | 10:00 | N/A |
| 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 |
| 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 |
| Guided Independent Study | Student-led group activity | 9 | 2:00 | 18:00 | N/A |
| 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 activity in semester 2.
Assessment Methods
The format of resits will be determined by the Board of Examiners
Exams
| Description | Length | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|---|
| Digital Examination | 90 | 1 | A | 50 | Digital Canvas MCQ exam |
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) |
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.
The Digital exam in Semester 1 will assess the knowledge and skills acquired through the learning outcomes.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- NES2100's Timetable