MO9704 - Strategy and Marketing

What will I learn on this module?

Following the historical perspectives, contemporary development, emergent areas in marketing and the cross-functional business areas, this module takes a strategic view of marketing management. The aim is to introduce marketing at an advanced strategic level, enabling you to develop theoretical understanding, in order to interpret the theoretical understanding into practical application.The purpose is to support the development of knowledge and skills required for strategic analysis of market and key stakeholders to formulate sustainable marketing strategies.

A forward-thinking approach is adopted throughout the module, as you will have the opportunity to learn and discuss the theories and concepts that have been persistently influencing the evolving marketing dynamics. This module will cover three key areas of strategic marketing and business sustainability:

1) Understanding your market and developing marketing strategies:

• The transformation in marketing dynamics: Looking backward to move forward
• Marketing audit: Stakeholders as the key players in your market
• Competitive factors and strategic marketing
• A cross-cultural world: Understanding the contemporary buyers
• Customer value and new product development
• Pricing strategy

2) Implementation of strategies: Strategic marketing and sustainable competitive advantage

• Stakeholder relationship management and business sustainability
• Marketing mix and market segments
• Strategic communication: Image, reputation and brand positioning/re-positioning
• Resource-based view and sustainable competitive advantage: Outplaying competitors’ value proposition
• Influencing buyers’ decision: Implications of behavioural economics
• Digital marketing
• International marketing

3) Emerging areas in strategic marketing

• The ongoing changes in market dynamics
• Ethical consumers and green marketing
• Responsible marketing and the UN sustainable development goals
• Cross-functional implications of marketing and vice-versa

How will I learn on this module?

The learning and teaching strategy for the module aims to build upon evolving knowledge of marketing by framing the subject in a strategic context. Consideration of contemporary marketing issues from a strategic perspective will be developed via theory and industry-based best practices.

You will learn through taught online workshops, tutor guidance and feedback, and independent directed and self-directed learning. Importantly, you will also learn from your experience of professional practice, through reflecting on your experiences and applying your knowledge from this module to practices in the workplace. The workshops will introduce you to theories and concepts and allow you to discuss with the tutors and your peers (via the discussion board and Blackboard Collaborate) how these relate to your own work-based experiences and practice. The workplace provides an opportunity for you to put your own knowledge and skills into practice and review your learning with your manager/mentor and your guidance tutor.

Your learning is supported by a Teaching and Learning Plan, offering guidance on reading to prepare for workshops 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 allow you to reflect and evaluate your knowledge and skills, and support your learning by providing an experientially based opportunity to apply your learning and evaluate your own practice in this area.

How will I be supported academically on this module?

The Teaching and Learning plan will provide a number of prompts and guidance to support you academically. Support will also include opportunities to gain feedback from module tutors, guidance tutors and peers, particularly through interventions such as the module discussion board.

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

In addition, in order to assist you in developing knowledge, you will have access to the University’s library facilities, including extensive electronic resources, eBooks and electronic academic journal articles.

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:
(Reading List service online guide for academic staff this containing contact details for the Reading List team –

What will I be expected to achieve?

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

Intellectual / Professional skills & abilities:

MLO3: Demonstrate your ability to critically apply marketing theories to develop sustainable marketing strategies in a wide variety of contexts.

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):

• MLO4: Develop your awareness of cultural, ethical and sustainability factors influencing the evolving marketing dynamics.

How will I be assessed?

The summative assessment is an individually completed 4,000 word report focusing on the application of theory to develop a practical marketing strategy (100%). This includes an evaluation of relevant marketing theory culminating in a succinct marketing strategy proposal.

This assesses MLO1-MLO4 inclusive.

Formative assessment will take place through peer discussion, assignment discussion and reflection, case study activity, and interactive (discussion board based) theory/practice related discussions.

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





Module abstract

In today’s competitive and cross-cultural markets, developing a sustainable competitive advantage is instrumental for any organisation to survive and prosper. As marketing plays an integral role in the development of sustainable strategies, it is expected that all business students will possess the necessary knowledge and skills that will enable them to contribute to the development, implementation and evaluation of effective marketing strategies that could ensure the development of sustainable competitive advantage for their organisations.

This module will enable students to understand and apply marketing and cross-functional business theories and concepts to plan, implement and monitor sustainable marketing strategies in the contemporary cross-cultural markets. The research-led and technology-enhanced practical learning experience from this module will help you improve your research, strategic, critical thinking and entrepreneurial skills. Since these skills are important to all businesses; your learning experience will directly be transferable to your working life to improve your employability.

Course info

Credits 20

Level of Study Postgraduate

Mode of Study 16 months Full Time
4 other options available

Department Newcastle Business School

Location City Campus, Northumbria University

City Newcastle

Start January 2025

Fee Information

Module Information

All information is accurate at the time of sharing. 

Full time Courses are primarily delivered via on-campus face to face learning but could include elements of online learning. Most courses run as planned and as promoted on our website and via our marketing materials, but if there are any substantial changes (as determined by the Competition and Markets Authority) to a course or there is the potential that course may be withdrawn, we will notify all affected applicants as soon as possible with advice and guidance regarding their options. It is also important to be aware that optional modules listed on course pages may be subject to change depending on uptake numbers each year.  

Contact time is subject to increase or decrease in line with possible restrictions imposed by the government or the University in the interest of maintaining the health and safety and wellbeing of students, staff, and visitors if this is deemed necessary in future.


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