Marketing Strategy in a Changing World

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Modules

Courses / Modules / ARTD6907 Marketing Strategy in a Changing World

When you'll study it

Term 1

CATS points

ECTS points

7.5

Level

Level 7

Module lead

Juliet Tomlinson

Academic year

2026-27

Module overview

In this module, you will develop the skills to create innovative, agile, and strategically aligned marketing plans that respond to the demands of a rapidly evolving marketplace. You will explore how to apply key theories, concepts, and frameworks to build competitive positioning and long-term brand value. The module focuses on how emerging and creative marketing techniques can be used to design effective programmes that drive growth and strengthen brand equity. You will gain an understanding of how to develop and evaluate strategic marketing plans to achieve business objectives. A key component of the module is understanding how to integrate sustainable marketing practices into your strategy, ensuring relevance and responsibility in today’s global context. By the end of the module, you will be equipped to lead strategic marketing initiatives that are forward-thinking, adaptable, creative and impactful.

Aims and Objectives

Learning Outcomes

Disciplinary Specific Learning Outcomes

Having successfully completed this module you will be able to:

Propose and evaluate relevant, creative and innovative marketing strategies aligned to business goals.
Identify and apply key theories, models and frameworks to inform innovative marketing strategies within a global context.

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

Identify current trends and innovations in marketing techniques and technology and how they are used to deliver agile and effective marketing strategies.
Demonstrate how sustainable marketing and marketing activities can be embedded within marketing strategy.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

Communicate ideas and arguments professionally and effectively, using appropriate frameworks.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

Critically analyse relevant data and market information to inform strategic decision making, with application of accurate referencing rules.

Learning and Teaching

Teaching and learning methods

Indicative teaching and learning methods include webinars, facilitated discussions and debates, guest speaker presentations and self-directed study, authentic and experiential learning collaborative opportunities, live or business-relevant ‘real world’ projects, practical activities, reflective practice activities, and case study analysis. These methods are designed to integrate theory and practice, to foster a spirit of enquiry, promote collaborative learning and meet a range of learner needs and styles. Key transferable skills are encouraged via the learning and teaching activities throughout the programme. Teaching methods include: - live webinars - videos and podcasts - case study analysis - authentic and experiential learning collaborative opportunities - reflective practice activities - guest lectures - interactive forums Learning methods, including independent learning during non-contact time, include: - reflection on written feedback - evaluation of feedback: this may take the form of reflective formative tasks - group and collaborative projects and tasks - independent research and investigation - online reference material research - peer group learning and peer assessment tasks - problem-solving activities - class discussion and debate

Study time
Type	Hours
Independent Study	90
Guided independent study	34
Online Course	26
Total study time	150

Assessment

Summative

This is how we’ll formally assess what you have learned in this module.

Breakdown
Method	Percentage contribution
Individual reflection	20%
Group report	80%

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Breakdown
Method	Percentage contribution
Individual reflection	20%
Individual report	80%

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Breakdown
Method	Percentage contribution
Group report	80%
Individual reflection	20%

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