Module Catalogue 2017/18

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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
ECTS Credits: 5.0
Pre Requisites
Pre Requisite Comment


Co Requisites
Co Requisite Comment



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
Contemporary issues

Learning Outcomes

Intended Knowledge Outcomes

By the end of the course students should be able to identify, discuss and critically analyse core theories and concepts associated with marketing strategy in a variety of different contexts and apply them to contemporary marketing issues.

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 awareness/ Management – time management and independent study through accessing all material provided both off and online. problem solving (via exposure to simulated and real world problems);
Interaction – oral and interpersonal skills through the small group work
Application – developed market awareness through examples and cases

Graduate Skills Framework

Graduate Skills Framework Applicable: Yes
  • Cognitive/Intellectual Skills
    • Critical Thinking : Assessed
    • Literacy : Assessed
    • Information Literacy
      • Source Materials : Assessed
      • Synthesise And Present Materials : Assessed
  • Self Management
    • Planning and Organisation
      • Goal Setting And Action Planning : Present
    • Personal Enterprise
      • Independence : Present
  • Interaction
    • Communication
      • Oral : Present
      • Written Other : Assessed
    • Team Working
      • Collaboration : Present
  • Application
    • Commercial Acumen
      • Market Awareness : Assessed
    • Social Cultural Global 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 ActivitiesLecture141:0014:00N/A
Guided Independent StudyDirected research and reading125:0025:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching31:003:00Seminars
Guided Independent StudyIndependent study128:0028:00N/A
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.

Reading Lists

Assessment Methods

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

Description Length Semester When Set Percentage Comment
Written Examination1202A50Closed book exam
Exam Pairings
Module Code Module Title Semester Comment
MKT1002Introduction to Marketing2N/A
Assessment Rationale And Relationship

The individual assignment is appropriate for testing a wide understanding of introductory level theory.


Past Exam Papers

General Notes


Disclaimer: The information contained within the Module Catalogue relates to the 2017/18 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 2017/18 entry will be published here in early-April 2017. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.