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 to undertake more advanced marketing modules as the course progresses

The module aims to allow students to put theory into practice applying the principles of marketing to a marketing simulation.

Outline Of Syllabus

1. What is Marketing?
2. Introduction to the Simulation Software
3. Marketing Principles
4. Market research & Analysis
5. Consumer / Buyer Behaviour
6. Marketing Mix Decisions
7. Marketing Applications
8. Marketing Environments
9. Marketing Strategy
10. B2B Marketing
11. Contemporary Issues in Marketing
12. 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
Written communication (via exam);
Interpersonal communication (via class and seminar discussions);
Problem solving (via exposure to simulated and real world problems)
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 work
Application – developed market awareness through examples and cases

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 and presenting case studies.

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.

These will be supplemented by seminars for working on the marketing simulation. Students are also expected to work unsupervised in groups and present their work in seminars to the tutor. The group element of the assessment encourages students to contribute actively and collectively to the learning process and provides them the opportunity to develop a range of transferable skills such as team working, presentation and analytical skills.

The recommended text student resources supports the Lectures through material such 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.

The group presentation is appropriate for testing an understanding of the appropriate theories and concepts in an applied setting – the simulation software. The group presentation is based on the marketing simulation, the progress made between Round 1 and Round 8.

The assessment activities will encourage students to identify and effectively use information from a variety of sources. The assessment activities are 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 activities, therefore, directly and explicitly relate to the intended learning outcomes of the module.

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

For S2 students will produce a draft presentation on which they will receive formative feedback to inform their summative assessment.


SEMESTER ONE ONLY STUDY ABROAD: The examination assessment would need to be taken earlier, in the designated early exam period to be managed by exams office

General Notes

N/A