Module Catalogue 2020/21

MKT1002 : Introduction to Marketing

  • Offered for Year: 2020/21
  • Module Leader(s): Mrs Dawn McCartie
  • 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



This module provides students with a comprehensive introduction to marketing, current issues, its key principles, core concepts and strategic tools. The range of concepts that students will be introduced to include Marketing Communications, consumer behaviour, market research, the 7P’s of marketing, marketing strategy and marketing environments. By the end of the module, students will be fully equipped with the knowledge and skills required for further marketing modules that they may study.

The module aims to allow students to put theory into practice applying the principles of marketing to a number of mini marketing simulations and decision making activities

Outline Of Syllabus

1. What is Marketing?
2. Introduction to the Simulations
3. Branding
4. Market research
5. Buyer Behaviour
6. The Marketing Mix
7. Integrated Marketing Communications
8. Marketing Environments
9. Marketing Strategy
10. Digital Marketing

Learning Outcomes

Intended Knowledge Outcomes

On completion of the module, students should be able to:

(1) identify, describe and discuss core marketing theories and apply them to marketing organisations and contemporary issues

(2) understand the principles of marketing and the role marketing plays in business and management

(3) Identify and use appropriate marketing theories and principles to make decisions within a simulated marketing environment (software)

Intended Skill Outcomes

By the end of the module students should have developed their core skills as follows:

Cognitive / Intellectual skills - through reading & research of source materials
Writing - through questions and answers on discussion boards and within exam
Interpersonal communication (via synchronous online small group teaching);
Problem solving (via exposure to simulated cases and questions)
Self Management – time management and independent study through accessing all material provided both off and online
Interaction – oral and interpersonal skills through the small group teaching and discussion boards
Application – developed market awareness through examples and cases

Teaching Methods

Module leaders are revising this content in light of the Covid 19 restrictions.
Revised and approved detail information will be available by 17 August.

Reading Lists

Assessment Methods

Module leaders are revising this content in light of the Covid 19 restrictions.
Revised and approved detail information will be available by 17 August.


Past Exam Papers

General Notes


Disclaimer: The information contained within the Module Catalogue relates to the 2020/21 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 2021/22 entry will be published here in early-April 2021. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.