DA6043 - Strategic Marketing in the Digital Era

What will I learn on this module?

This module will extend your knowledge and understanding of (digital) marketing concepts acquired from your previous studies, and apply them in order to develop comprehensive marketing stratefies. You will learn to apply the principles and techniques of marketing strategy and incorporate digital marketing elements to help organisations achieve their objectives. You will learn to use models which help marketing managers make more informed decisions (e.g. environmental analysis, new product development and branding) and you will understand the role of digital marketers in an organisation. You will undertake analysis of complex situations via the use of case studies and learn how to present solutions through group discussions. The ability to think strategically will be expressed in the production of marketing plans that incorporate marketing and digital marketing elements.
Within this module, you will cover three main areas:

1) Designing appropriate marketing strategies:

• Assessing internal and external environments
• Developing effective marketing strategies
• New product development
• Building strong brands
• Developing relationship and sustainable marketing strategies

2) Use of Digital Marketing

• Effectively incorporating Digital Marketing in business strategies
• Developing Digital Marketing strategies for sustainable competitive advantage
• Using Digital Marketing to build brand awareness and loyalty
• Combining different Digital Marketing tools to maximise the effectiveness of our strategies

3) Implementation of strategies:

• Implementing (digital) marketing strategies
• Delivering customer value
• Marketing metrics and Key Performance Indicators

How will I learn on this module?

On this module you will learn through a combination of lectures, seminars, feedback, and independent directed and self-directed learning. Additionally you will have the opportunity to learn from your work and from real case studies, by reflecting on your experiences and applying the knowledge from the module to your practice in the workplace. Through lectures and seminars you will be provided with a theoretical underpinning of Strategic Marketing and related concepts and you will have the opportunity to apply the theory you learn in practice. The sessions will also allow you to discuss with the tutors and your peers how the module related theories and concepts can be applied to your own work and other companies.

Your learning is supported by a Teaching and Learning Plan, offering guidance on how to prepare for lectures/seminars and help with the completion of the assessment. Within this plan there are also suggested learning activities, which guide you in your independent learning. These activities will allow you to reflect and evaluate your knowledge and skills in this area.

Finally, the module has a supporting reading list that provides you with an opportunity to learn more about components of strategic marketing and digital marketing and to see how they are applied to help organisations achieve their objectives. Additionally directed study (reading material suggested by the teaching team) will support the work you have undertaken in the contact sessions.

How will I be supported academically on this module?

Support will be provided to you by a member of academic staff leading the module and a team of academic staff that will be facilitating the sessions based on their area of expertise.Taught sessions will also enable direct interaction with the teaching team and with your peers and you will receive formative feedback throughout the year both in and out of sessions.

You will be expected to invest time in directed learning in preparation for taught sessions. Guidance will be provided on this within the sessions, as well as on the Teaching and Learning Plan.

Your module is also supported by an e-learning portal, which houses all the module learning materials, resources, interactive activities, assessment details and various other support facilities which are provided by the University.

You will also be supported by a professional development coach who provides your consistent support throughout your Degree Apprenticeship. This coach will support with:
• Helping you to understand the requirements of this module and how it relates to your workplace context.
• Helping you to understand how you can apply and evidence the knowledge, skills and behaviours covered in the module to your own practice in the workplace to develop your professional practice.
• Visiting you at work and engaging with your manager and/or mentor to ensure alignment between your learning and opportunities for applying and demonstrating a positive impact in your work organisation.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

What will I be expected to achieve?

At the end of this module, you should be able to:

Knowledge & Understanding:
• Analyse key concepts, models and theories relating to strategic marketing. (MLO1)
• Justify the choice and application of strategic marketing decisions. (MLO2)

Intellectual / Professional skills & abilities:
• Apply marketing strategies based upon research. (MLO3)
• Integrate digital marketing into the wider marketing strategy of an organisation. (MLO4)

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Appraise ethical and sustainability factors influencing digital marketing strategies. (MLO5)

How will I be assessed?

Summative assessment will take place in the form of a 3000 word assignment in a strategic marketing topic. The assignment will focus on the development of a marketing strategy and the incorporation of digital marketing for a real life organisation.This component of the assessment addresses MLO1, MLO2, MLO3, MLO4 and MLO5. Criteria will be provided to enable you to understand the expectations and how you will be assessed on your performance.

Feedback on your summative performance in this module will be provided as follows: Your assessment will be returned to you with annotated comments directly related to the assessment task. You will also be provided with written comments on actions to be taken to improve performance in assessment overall.

In addition, formative feedback will be provided throughout the module. Formative assessment will take place through group work, assignment discussion and reflection, discussion board activity on the e-learning platform, case study activity, and theory/practice related discussions.





Module abstract

In today’s digital age, marketing strategy has become a complex, but increasingly important, aspect of contemporary organisations and contributes to the development of sustainable competitive advantage. Therefore it is expected that digital marketers will possess the necessary knowledge and skills that will allow them to contribute to the development, shaping and implementation of effective marketing strategies.

This module will provide you with the skills and knowledge that will allow you to contribute to the development and implementation of effective marketing strategies in a digital world. Through interactive sessions, you will review marketing theories, literature and case studies that will provide a comprehensive understanding of strategic marketing. With the help of lectures and seminar sessions and the associated learning activities, you will develop a marketing strategy for a new product idea based on the findings of your research. The module will also help you improve your research, strategic and critical thinking skills.

Course info

Credits 20

Level of Study Undergraduate

Mode of Study 3 Years Part-Time

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start September 2022

Fee Information

Module Information

All information on this course page is accurate at the time of viewing.

Our Campus based courses starting in 2022 and 2023 will be delivered on-campus with supporting online learning content. We continue to monitor government and local authority guidance in relation to Covid-19 and we are ready and able to adjust the delivery of our education accordingly to ensure the health and safety of our students and staff.

On-campus contact time is subject to increase or decrease in line with any additional restrictions, which may be imposed by the Government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors. This could potentially mean increased or fully online delivery, should such restrictions on in-person contact time be required.


Current, Relevant and Inspiring

We continuously review and improve course content in consultation with our students and employers. To make sure we can inform you of any changes to your course register for updates on the course page.

Your Learning Experience find out about our distinctive approach at 

Admissions Terms and Conditions - northumbria.ac.uk/terms
Fees and Funding - northumbria.ac.uk/fees
Admissions Policy - northumbria.ac.uk/adpolicy
Admissions Complaints Policy - northumbria.ac.uk/complaints