MK9626 - Responsible Marketing Strategy

The learning and teaching strategy for the module aims to build upon existing knowledge of marketing, from prior study and personal experiences, by framing strategic marketing in a sustainability context. Consideration of sustainability, social responsibility and marketing issues from a strategic perspective will be developed via current theory with case studies and scenarios used to analyse and evaluate practice.

The module will be delivered by lectures, seminars and online videos and will be assessed by a 2500 word assignment worth 75% at the end of the semester and a group presentation during the semester worth 25%. The module will build on your marketing and business knowledge through, primarily, a case study-based and research –based approach. You will work in groups on a wide range of case situations. You will also be formatively assessed through weekly seminar activities and presentations.

The two one-hour weekly lectures will provide you with a theoretical underpinning of the module content, supported by online videos and an one-hour weekly seminar and webinars which will give you an opportunity to apply the theory you learn in practice, allowing you to build up the necessary skills of understanding, developing and applying marketing strategy in today’s market.

The module has a supporting reading list that provides you with an opportunity to learn more about components of marketing strategy 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. You will also be expected to keep up-to-date with individual/group work and presentations and set aside time for independent learning, meaning learning activities identified by you, to gain a deeper and broader knowledge of the subject.

Support will be provided to you by a member of academic staff leading the module and a team of academic staff that will be providing the lectures based on their area of expertise and facilitating seminar sessions with a small number of students which provide a more personal way of academic support. The seminar group sessions are typically based on study programme cohorts, so you will be taught here alongside fellow members from your particular degree.

Your module is also supported by an e-learning portal, where lecture slides and seminar material, webinars and online videos will be available, alongside assessment details and various support facilities such as recordings of certain lectures and assessment information. Finally, you will be provided with a wide-ranging electronic reading list that comprises of various academic reports, conference papers and journal articles.

All modules at Northumbria include a range of reading materials that students are expected to engage with. Online reading lists (provided after enrolment) give you access to your reading material for your modules. The Library works in partnership with your module tutors to ensure you have access to the material that you need.

Knowledge & Understanding:
• Develop and critically evaluate your knowledge on the related concepts of marketing strategy. [MLO1]
• Understand the value associated with developing responsible marketing strategies and how to use this information to develop appropriate strategic plans based on core marketing theory. [MLO2]

Intellectual / Professional skills & abilities:
• Make relevant strategic decisions based on effective teamwork and be able to present this effectively. [MLO3]

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
• Develop your awareness of cultural, ethical and sustainability factors influencing marketing strategies. [MLO4]

• Demonstrate your ability to critically apply marketing theories to develop responsible marketing strategies and encourage in a wide variety of contexts for effective marketing decisions. [MLO5]

Summative assessment will take place in the form of a 2500 word assignment in a marketing strategy topic area to be decided on a semester by semester basis by the teaching team. The assignment worth 75% will build upon the knowledge acquired from lectures and seminars. This component of the assessment addresses MLO1, MLO2, MLO4 and MLO5.

In addition there will be a group presentation as part of the seminar activities. The group work and peer evaluation worth 25% of the total marks. This activity will address MLO3.

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.
Criteria will be provided to enable you to understand what is expected of and how you will be assessed on your performance.

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In our competitive global market, sustainability and social responsibility have become increasingly important for modern businesses and
organisations. Not only do these concepts contribute to the development of sustainable competitive advantage. They also support social and
environmental wellbeing. This module will introduce you to responsible marketing strategy, key marketing theories and sustainability-related
literature. The module will enable you to practically apply theory you have learned in your lectures, seminars and guided and independent
reading. The various tasks you’ll complete will lead to the development of a marketing strategy for a new product idea, based on your
research findings. You’ll improve your research, strategic and critical thinking skills, as well as develop a thorough knowledge of how to shape
and implement effective marketing strategies in the real world. These skills are directly transferable to your working life and will improve your
employability.