MKT1011 : Marketing in Practice
- Offered for Year: 2017/18
- Module Leader(s): Mrs Dawn McCartie
- Lecturer: Dr Mona Nassar
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
|Semester 2 Credit Value:||10|
(a) To put into practice theory learnt in MKT1002, applying the principles of marketing to a specific live client and brief.
(b) To improve students understanding of the key employment roles in marketing departments and organisations.
(c) To critically assess an organisation's marketing activities, environment and strategy, recommending an evidence based marketing strategy for the short to medium term.
Outline Of Syllabus
The topics that will be covered include:
1. Marketing in practice: clients, agencies and the role of core functions in
marketing departments (brand managers, marketing managers etc.)
2. Marketing briefs and responses
3. Preparing for pitches
4. Managing agency – client relations
5. Managing marketing teams
6. Case studies in marketing in practice
7. Careers in marketing
8. Preparing reports for clients
|Guided Independent Study||Assessment preparation and completion||1||32:00||32:00||N/A|
|Scheduled Learning And Teaching Activities||Lecture||12||1:00||12:00||N/A|
|Scheduled Learning And Teaching Activities||Small group teaching||6||1:00||6:00||N/A|
|Guided Independent Study||Student-led group activity||1||25:00||25:00||N/A|
|Guided Independent Study||Independent study||1||25:00||25:00||N/A|
Teaching Rationale And Relationship
Formal lectures provide a framework for better understanding marketing as an academic career. These will be supplemented by tutorials for working on the specific client brief and case. Students are also expected to work unsupervised in groups and present their work in seminars. The group assignment encourages students to contribute actively and collectively to the learning process and provide them the opportunity to develop a range of transferable skills such as team working and analytical skills.
The format of resits will be determined by the Board of Examiners
|Report||2||M||100||Group report subject to peer review contributions (5-6 members in a group) 4000 words|
|Report||2||M||Draft Group Report Structure|
Assessment Rationale And Relationship
The group assignment is appropriate for testing an understanding of the key roles and functions within marketing applied to organisation(s) and using appropriate theories and concepts in an applied setting to the client brief.
The assessment activity will encourage students to identify and effectively use information from a variety of sources. The assessment activity is deemed to be the most appropriate to encourage students to identify and articulate the skills they have developed in relation to Newcastle University’s Graduate Skills Framework. The assessment activity is, therefore, directly and explicitly related to the intended learning outcomes of the module.
Students will produce a draft structure for the group report on which they will receive formative feedback to inform their Semester 2 assignment. They will also receive formative feedback at a number of stages to help them reflect and develop their learning and skills further to inform the Semester 2 assignment. This will be set at the beginning of Semester 2 and be discussed within seminar sessions throughout the module.