Module Catalogue 2018/19

MKT1000 : Essentials of Marketing (Inactive)

  • Inactive for Year: 2018/19
  • Module Leader(s): Dr Luca Panzone
  • Lecturer: Miss Beth Clark
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0
Pre Requisites
Pre Requisite Comment


Co Requisites
Co Requisite Comment



Marketing is a key factor in business success. On a daily basis we are exposed to a plethora of marketing messages and actively engage in the marketplace and/or marketspace. Often our purchasing decisions are heavily influenced by organisational marketing efforts. We 'display' our favourite brands through the clothes we wear, the cars we drive and the football teams we support. Marketing is everywhere! It is an inescapable feature of our contemporary world. The focus of the module is on the theory and practice of marketing. The module will provide students with insights into the issues and tasks that marketing managers face in complex and dynamic marketplaces (and marketspaces) and the concepts and theories that can be used to inform marketing decision making.

Outline Of Syllabus

Essentials of Marketing (SEM 1)
- The Nature and Scope of Marketing
- Marketing Environments
- Marketing Research
- Consumer Behaviour
- Market Segmentation
- Marketing Mix
- Product Decisions
- Price Decisions
- Place Decisions
- Promotion Decisions
- Branding

Essentials of Marketing (SEM 2)
- Marketing Strategy & Planning
- Service Marketing
- B2B Marketing
- International Marketing
- Digital Marketing
- Social Marketing
- Marketing Ethics
- Relationship Marketing
- Postmodern Marketing
- Case Studies

Learning Outcomes

Intended Knowledge Outcomes

On completion of the module students will:
-       understand the nature, scope and role of marketing in organisations;
-       be able to identify and discuss the key issues that marketers face as they make decisions;
-       be able to discuss the key concepts and theories that inform marketing decision-making; and
-       examined some key marketing concepts, theories and associated issues in depth so as to be able to contribute to current debate relating to marketing strategy in local, national and international markets.

Intended Skill Outcomes

By the end of the module students should have developed their core skills as follows:
interpersonal communication (via class discussions); problem solving (via exposure to simulated and real world problems): planning and organisation(via preparation for multiple choice exam); critical analysis of theory (via challenging multiple choice questions based not only on theory but also on case studies covered in the module)

Graduate Skills Framework

Graduate Skills Framework Applicable: Yes
  • Cognitive/Intellectual Skills
    • Information Literacy
      • Source Materials : Present
      • Use Of Computer Applications : Present
  • Self Management
    • Self Awareness And Reflection : Present
    • Personal Enterprise
      • Independence : Present
      • Problem Solving : Present
  • Interaction
    • Communication
      • Interpersonal : Present
      • Written Other : Present
  • Application
    • Occupational Awareness : Present
    • Commercial Acumen
      • Market Awareness : Present
    • Social Cultural Global Awareness : Assessed

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion160:0060:00N/A
Scheduled Learning And Teaching ActivitiesLecture401:0040:00N/A
Guided Independent StudyDirected research and reading150:0050:00N/A
Guided Independent StudyIndependent study150:0050:00N/A
Jointly Taught With
Code Title
MKT1008Essentials of Marketing (Semester 1) for Erasmus/Study Abroad students
MKT1009Essentials of Marketing (Semester 2) for Erasmus/Study Abroad students
Teaching Rationale And Relationship

Lectures convey the key principles of marketing and give the opportunity for further discussion to take place. They provide the best format for introducing new theory, presenting illustrative case studies and stimulating, where appropriate, in-class discussion.

Reading Lists

Assessment Methods

The format of resits will be determined by the Board of Examiners

Description Length Semester When Set Percentage Comment
Written Examination901A50MCQ
Written Examination902A50MCQ
Assessment Rationale And Relationship

The unseen exams encourage students to demonstrate their understanding of the subject area without recourse to notes or books. By making all questions compulsory students are forced to confront all aspects of the course material. Multiple choice exams are appropriate for testing a wide understanding of introductory level theory.

SEMESTER ONE ONLY STUDY ABROAD: The examination assessment would need to be taken earlier, in the designated early exam period to be managed by exams office


Past Exam Papers

General Notes

Original Handbook text:

Disclaimer: The information contained within the Module Catalogue relates to the 2018/19 academic year. In accordance with University Terms and Conditions, the University makes all reasonable efforts to deliver the modules as described. Modules may be amended on an annual basis to take account of changing staff expertise, developments in the discipline, the requirements of external bodies and partners, and student feedback. Module information for the 2018/19 entry will be published here in early-April 2018. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.