Module Catalogue 2016/17

MKT1026 : Essentials of Marketing - Part 1

  • Offered for Year: 2016/17
  • Module Leader(s): Mrs Deborah Forbes
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semester 1 Credit Value: 10
ECTS Credits: 5.0
Pre Requisites
Pre Requisite Comment


Co Requisites
Co Requisite Comment



This module provides students with a comprehensive introduction to marketing, its key principles, core concepts. The range of concepts that students will be introduced to include consumer behaviour, market research, the 7Pā€™s of marketing, and current issues. By the end of the module, students will be fully equipped with the knowledge and skills required to undertake the paired module MKT1028 Essentials of Marketing Part 2.

Outline Of Syllabus

Marketing Fundamentals
Marketing Mix Decisions
Marketing Applications
Sector Specific Marketing
Contemporary Issues in Marketing

Learning Outcomes

Intended Knowledge Outcomes

By the end of the module students should be able to identify fundamental marketing theories and apply them to contemporary marketing issues.

By the end of the module students should have a full understanding of the principles of marketing and the role marketing plays in business and management.

Intended Skill Outcomes

By the end of the module students should have developed their core skills as follows:
Cognitive / Intellectual Skills - critical analysis of theory (via challenging multiple choice questions based not only on theory but also on case studies covered in module)
Self Management ā€“ time management and independent study through accessing all material provided both off and online
Interaction ā€“ oral and interpersonal skills through the small group work
Application ā€“ developed market awareness through examples and cases

Graduate Skills Framework

Graduate Skills Framework Applicable: Yes
  • Cognitive/Intellectual Skills
    • Critical Thinking : Present
    • Information Literacy
      • Source Materials : Present
  • Self Management
    • Planning and Organisation
      • Decision Making : Present
    • Personal Enterprise
      • Problem Solving : Present
  • Interaction
    • Communication
      • Oral : Present
    • Team Working
      • Collaboration : Present
  • Application
    • Occupational Awareness : Present
    • Commercial Acumen
      • Market Awareness : Present

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion130:0030:00N/A
Scheduled Learning And Teaching ActivitiesLecture151:0015:00N/A
Guided Independent StudyDirected research and reading125:0025:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching31:003:00Seminar
Guided Independent StudyIndependent study127:0027:00N/A
Jointly Taught With
Code Title
MKT1002Introduction to Marketing
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.
Formative assessment takes place as follows:
The recommended text for purchase has a companion web site where students can attempt MCQ exercises and monitor performance.

Reading Lists

Assessment Methods

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

Description Length Semester When Set Percentage Comment
Written Examination901A100MCQ Exam
Exam Pairings
Module Code Module Title Semester Comment
MKT1002Introduction to Marketing1N/A
Assessment Rationale And Relationship

The unseen exam encourages 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.


Past Exam Papers

General Notes


Note: The Module Catalogue now reflects module information relating to academic year 16/17. Please contact your School Office if you require module information for a previous academic year.

Disclaimer: The University will use all reasonable endeavours to deliver modules in accordance with the descriptions set out in this catalogue. Every effort has been made to ensure the accuracy of the information, however, the University reserves the right to introduce changes to the information given including the addition, withdrawal or restructuring of modules if it considers such action to be necessary.