MKT1000 : Essentials of Marketing

  • Module Leader(s): Miss Beth Clark
  • Owning School: Newcastle University Business School
Semesters
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0

Aims

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 (SEM1)
-       Introduction
-       Nature & Scope of Marketing
-       Consumer Behaviour
-       Marketing Research
-       International Marketing
-       Digital Marketing
-       Market Segmentation, Targeting and Positioning
-       Product Decisions
-       Price Decisions
-       Place Decisions
-       Promotion Decisions

Essentials of Marketing (SEM 2)
-       Marketing Implementation and Control (Strategy & Planning)
-       Relationship Marketing
-       Marketing Ethics
-       Postmodern Marketing
-       Services Marketing
-       Branding
-       New Product Development
-       B2B Marketing
-       Not for Profit Marketing

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
Total200:00
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.

Assessment Methods

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

Exams
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.

Reading Lists

Timetable

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.