7B002B - Insight-Led Marketing Strategy 01 Sep 2026 - 31 Aug 2032 | Version 0

Associated Module Information

Module Code: 7B002B
Module Title: Insight-Led Marketing Strategy
Faculty: Faculty of Business and Creative Industries
Faculty Group: Fashion, Marketing and Photography
Faculty Sub Group: Marketing
Module Leader: Jackie Harris
Module Team: Sofia Christidi, Callum Evans, Michael Parsons
First Intended Intake: SEP 2026 Final Year of Intake: 2031
Date Closed:
Credit Value: 30 Credit Level: 7
Language: English
Percentage of Module Taught in Welsh: 30
Equivalent Module:
HECOS codes: 100075 - marketing
HECOS Code Weighting: 100

Document Version Information

Version 0
Valid From 01 Sep 2026
Valid To 31 Aug 2032

Module Aims

The main aims of the module are: 

  • To enable students to critically evaluate theories, frameworks, and methodologies for generating and applying market and consumer insights to strategic marketing practice. 

  • To cultivate the ability to synthesise diverse data sources into coherent, evidence-based marketing strategies aligned with organisational objectives. 

  • To foster advanced skills in critically assessing and adapting marketing strategies within volatile, uncertain, complex, and ambiguous (VUCA) environments 

Content Summary

This module develops advanced understanding of how marketing strategies can be shaped and refined through the application of consumer, market, and organisational insights. It critically examines the integration of data, research, and behavioural analysis to inform strategic decisions, and challenges students to evaluate how insights can be translated into innovative, value-creating propositions. Students will engage with contemporary debates around the role of evidence-based decision-making in complex and dynamic markets, balancing analytical rigour with creativity and strategic foresight. By the end of the module, learners will be able to demonstrate a critical appreciation of how insight-led strategies contribute to sustainable competitive advantage and organisational growth. 

Learning and Teaching Methods

Activity Type Hours
Guided Study 184
Practical Classes and Workshops 56
Summative Assessment 60
Total Hours Selected 300

Learning Outcomes

# Learning Outcome
LO1 Critically evaluate and synthesise diverse theories, data sources, and research evidence to generate actionable consumer and market insights that inform strategic marketing decision-making.
LO2 Design, justify, and critically appraise innovative, insight-led marketing strategies that align with organisational objectives, address ethical and sustainability considerations, and adapt to complex, uncertain environments.

Module Requisites

N/A

Assessment Criteria

Assessment Category Assessment Type Description Duration Word Count Weight (%) Best of? Pass Mark
Asynchronous Assessment Portfolio A1: Group Consultancy Plan - 2000 words per member or 20-min presentation. A2: Student Choice Individual Reflective Commentary - 1,500 words or 8–10-min audio/video The Group Consultancy Plan requires students to operate as a professional consultancy team, applying theoretical knowledge to solve a real or simulated business problem situated within the contemporary contexts of digital disruption, sustainability pressures, and global uncertainty To complement the group submission, each student will complete an individual reflection, submitted either verbally or in writing. 10 3500 100 No 40

Assessment Matrix

Assessment Type Learning Outcomes
LO1 LO2
Portfolio ✔ ✔

Reading List

Week 1: Foundations of Strategic Marketing and Consumer Insight 

Essential Reading: 

  • SOSTAC (2025) PR Smith – AI Edition 

  • Baines, P., Fill, C., & Page, K. (2013). Essentials of Marketing. Oxford University Press. [Ch.1–2: Marketing Environment and Strategy] 

  • Solomon, M. et al. (2022). Consumer Behaviour: A European Perspective (8th ed.). Pearson. [Ch.1: Understanding the Consumer] 

Supplementary Reading: 

  • Kotler, P. & Keller, K. L. (2019). Marketing Management (15th ed.). Pearson. [Ch.2: Company and Marketing Strategy] 

  • Chartered Institute of Marketing (CIM). (2022). Marketing and the Organisation. Available via [CIM Learning Zone] 

  • Butler, G., Carvill, M., & Evans, G. (2022). Sustainable Marketing: How to Drive Profits with Purpose. Kogan Page. [Intro + Ch.1: Rethinking Marketing Foundations] 

Week 2: Insight-Driven Decision Making and Market Research 

Essential Reading: 

  • Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Pearson. [Ch.3: Understanding Digital Customers] 

  • Malhotra, N. K. (2020). Marketing Research: An Applied Orientation (7th ed.). Pearson. [Ch.1–2: Research Process and Problem Definition] 

Supplementary Reading: 

  • Smart Insights. (2023). Digital Marketing Strategy Guide [Available via Smart Insights Library] 

  • ESOMAR. (2020). Global Market Research Report 

  • Butler, G., & Carvill, M. (2024). Can Marketing Save the Planet? 101 Practical Ways to Use Sustainable Marketing as a Force for Good. Kogan Page. [Case-based insights into sustainable consumer research] 

Week 3: Strategic Planning Under Uncertainty and Complexity 

Essential Reading: 

  • Johnson, G., Scholes, K., & Whittington, R. (2020). Exploring Strategy (12th ed.). Pearson. [Ch.4–5: Strategic Positioning and Environmental Analysis] 

  • [Add missing: Osterwalder, A., et al. (2020). The Invincible Company or Business Model Generation — as placeholder for “Ostewelder etc”] 

Supplementary Reading: 

  • McKinsey & Company (2009). The Consumer Decision Journey [Open Access] 

  • Grant, R. M. (2021). Contemporary Strategy Analysis (10th ed.). Wiley. 

  • Belz, F.-M., Peattie, K., & Onel, N. (2025). Sustainability Marketing: A Global Perspective (3rd ed.). Wiley. [Strategic sustainability frameworks in marketing 

Week 4: Ethics, Sustainability, and Responsible Marketing 

 

Essential Reading: 

  • Crane, A., & Matten, D. (2016). Business Ethics (4th ed.). Oxford University Press. [Ch.6: Ethics in Marketing] 

  • Belz, F.-M., & Peattie, K. (2012). Sustainability Marketing (2nd ed.). Wiley. [Ch.1–3: Sustainable Consumer Behaviour] 

  • Belz, F.-M., Peattie, K., & Onel, N. (2025). Sustainability Marketing: A Global Perspective (3rd ed.). Wiley. [Updated chapters on global sustainability challenges] 

Supplementary Reading: 

  • Chartered Institute of Marketing (CIM). (2021). Ethical Marketing Practice Toolkit [CIM Learning Zone] 

  • Butler, G., & Carvill, M. (2024). Can Marketing Save the Planet? [Selected practical applications] 

  • Butler, G., Carvill, M., & Evans, G. (2022). Sustainable Marketing: How to Drive Profits with Purpose [Ch.3–4: Purpose-driven business and responsibility] 

 

 

 

Week 5: Data, Analytics and Performance Measurement 

Essential Reading: 

  • Chaffey, D. (2022). Digital Marketing Excellence (6th ed.). Routledge. [Ch.9: Digital Marketing Metrics and Performance] 

  • Marr, B. (2016). Big Data in Practice. Wiley. [Relevant sector case studies] 

Supplementary Reading: 

  • Smart Insights. (2025). Big Book of Digital Marketing KPIs 

  • Brightedge. (2024). AI Overviews and Organic Search Impact Repor 

 

Week 6: Innovation, Strategy Integration, and Final Challenge Preparation 

Essential Reading: 

  • Tidd, J., & Bessant, J. (2020). Managing Innovation (7th ed.). Wiley. [Ch.6: Strategy and Innovation] 

  • Kaplan, R. S., & Norton, D. P. (2004). Strategy Maps: Converting Intangible Assets into Tangible Outcomes. Harvard Business Review Press. [Ch.2–3] 

Supplementary Reading: 

  • Smart Insights. (2023). Digital Marketing Planning Workbook 

  • WARC. (2023). Creative Effectiveness Insights (selected case studies) 

Supplementary Reading: 

  • Smart Insights. (2025). Big Book of Digital Marketing KPIs 

  • Brightedge. (2024). AI Overviews and Organic Search Impact Report 

Week 6: Innovation, Strategy Integration, and Final Challenge Preparation 

Essential Reading: 

  • Tidd, J., & Bessant, J. (2020). Managing Innovation (7th ed.). Wiley. [Ch.6: Strategy and Innovation] 

  • Kaplan, R. S., & Norton, D. P. (2004). Strategy Maps: Converting Intangible Assets into Tangible Outcomes. Harvard Business Review Press. [Ch.2–3] 

Supplementary Reading: 

  • Smart Insights. (2023). Digital Marketing Planning Workbook 

  • WARC. (2023). Creative Effectiveness Insights (selected case studies)