Newcastle University

Pre Requisite Comment

N/A

Co Requisite Comment

N/A

Aims

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

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, within multiple choice exam and simulation decision making
Interpersonal communication (via synchronous online small group teaching);
Problem solving (via exposure to simulated cases/decision making 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 Rationale And Relationship

Lecture material will convey the key principles of marketing strategy and give the opportunity for further reading and researching to take place. They provide the best format for introducing new theory and presenting case studies.

The lecture materials 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.

These will be supplemented by the small group teaching sessions for working on various case studies linked to the lecture materials to allow students to apply their knowledge and learning. Students are also expected to work unsupervised and present their work in these sessions/and discussion boards to the tutor.

The recommended text linked to the software provides students with the resources to supports the lecture material through such things as mini cases, online MCQ’s where students can practice and test their understanding of the lecture material.

Assessment Rationale And Relationship

The multiple choice exam in semester 1 is appropriate for testing knowledge and understanding of key introductory marketing principles.

In the case of an alternative assessment for semester 1 (50% of the module mark) being necessary due to circumstances, the Module Leader will in discussion with the DPD and the University, discuss possible acceptable online alternatives, such as a take home exam delivered online with a set time limit to complete (24 hours or less as deemed appropriate).

The mini simulations in S2 will cover the range of topics from the lecture material and the students will make decisions for their virtual manager and be awarded points as a result of the decisions made and the order of such decisions.

The assessment activities will encourage students to identify and effectively use information from a variety of sources, including the lecture material and small group teaching but also the guided learning they are directed to within the module. The assessment activities, therefore, directly and explicitly relate to the intended learning outcomes of the module.

Formative Assessment:

For S1 : an online mock MCQ exam (via the VLE) will take place in Seminar 1 as the formative assessment.

For S2: questions and answers with the tutor on key themes within the discussion boards which will align with the topics of the simulations PLUS an example mini simulation formative assessment for practice will be given in Semester 2


SEMESTER ONE ONLY STUDY ABROAD: the MKT1026 module is linked to this module and these students will only do S1 assessment - not S2 as this is an S1 module, therefore they will only be assessed using the MCQ in S1

General Notes

N/A