MKT1028 : Essentials of Marketing - Part 2
- Offered for Year: 2017/18
- Module Leader(s): Mrs Deborah Forbes
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
|Semester 2 Credit Value:||10|
To provide students with a succinct introduction to the main principles of marketing strategy, including marketing in different environments. This module follows on directly from MKT1026.
Outline Of Syllabus
Areas covered include:
What is Marketing Strategy?
The Marketing Planning Process
The Marketing Environment and conducting a marketing audit
Marketing Planning Tools
Sector specific marketing
|Scheduled Learning And Teaching Activities||Lecture||14||1:00||14:00||N/A|
|Guided Independent Study||Assessment preparation and completion||1||30:00||30:00||N/A|
|Guided Independent Study||Directed research and reading||1||25:00||25:00||N/A|
|Scheduled Learning And Teaching Activities||Small group teaching||3||1:00||3:00||Seminars|
|Guided Independent Study||Independent study||1||28:00||28:00||N/A|
Jointly Taught With
|MKT1002||Introduction to Marketing|
Teaching Rationale And Relationship
Lectures convey the key principles of marketing strategy and give the opportunity for further discussion to take place. They provide the best format for introducing new theory, presenting case studies and stimulating, where appropriate, in-class discussion.
The lectures will be a combination of the explanation of key principles and theory and illustrative case study examples drawn both from the essential text and other case study sources.
Small group teaching allows the opportunity for further discussion; elaboration and case study analysis.
The format of resits will be determined by the Board of Examiners
|Written Examination||120||2||A||100||Closed book exam|
|Module Code||Module Title||Semester||Comment|
Assessment Rationale And Relationship
The examination is a closed book exam and focuses on testing students’ knowledge and understanding of principles of marketing theory and frameworks studied in semester 2 ie strategy and sectoral marketing. The format will be 1 compulsory question (50%) and 2 from 4 questions.