Module Catalogue 2022/23

MKT3006 : Global Advertising and Brand Promotion

  • Offered for Year: 2022/23
  • Module Leader(s): Dr Yulia Dzenkovska
  • 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
Code Title
MKT1002Introduction to Marketing
Pre Requisite Comment


Co Requisites
Co Requisite Comment



To provide students with a solid grounding in advertising and integrated brand promotion along with the ability to apply it in different contexts.

Outline Of Syllabus

-       The world of advertising and brand promotion
-       Social, ethical, and regulatory aspects of advertising and promotion
-       Advertising, integrated brand promotion and consumer behaviour
-       Planning advertising and integrated brand promotion

Learning Outcomes

Intended Knowledge Outcomes

By the end of this module students should have acquired sufficient knowledge in order to be able to:
-       identify, discuss and critically analyze issues relevant to the areas of advertising and integrated brand promotion.
-       Interpret ethical considerations within advertising

Intended Skill Outcomes

By the end of the module students should be able to critically analyse advertising related theories and their use in marketing communications decision making.

Intended Practical and Transferable Skills

By the end of the module students should be able to interpret findings from various academic sources in written work.

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture211:0021:00PiP lectures for semesters 1 and 2, combination of 1 and 2 hour long in person lecture sessions
Guided Independent StudyAssessment preparation and completion160:0060:00Time for students to complete formative and summative coursework & assessments
Guided Independent StudyDirected research and reading166:0066:00Estimated based on 3 hours per teaching week (not necessarily to do in that week)
Scheduled Learning And Teaching ActivitiesSmall group teaching81:008:00PiP seminars
Guided Independent StudyIndependent study141:0041:00Balance to equal 200 overall
Scheduled Learning And Teaching ActivitiesScheduled on-line contact time41:004:001 whole cohort intro, 2 pre-assessment clinics (1 per semester), 1 closing session
Jointly Taught With
Code Title
MKT3101Global Advertising and Brand Promotion (Study Abroad S1)
Teaching Rationale And Relationship

Lectures introduce aspects of theory and relate it to practical examples and case studies.
Seminars enable more interaction and discussion amongst students and academic staff and allow for elaboration of theoretical frameworks and how they are applied in practice to allow students to reflect on their learning and skillsdevelopment.

Private Study reflects time required to conduct secondary/ desk research, and prepare for assignment submissions.

Reading Lists

Assessment Methods

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

Other Assessment
Description Semester When Set Percentage Comment
Essay1M502000 words
Essay2A502000 words
Formative Assessments
Description Semester When Set Comment
Written exercise1MN/A
Assessment Rationale And Relationship

The essays test the students' knowledge and their ability to work under pressure.

Formative feedback - Students are asked to prepare a short written piece of work. The seminar convenor then provides cohort concluding comments at the end of each session.


Past Exam Papers

General Notes


Disclaimer: The information contained within the Module Catalogue relates to the 2022/23 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 2023/24 entry will be published here in early-April 2023. Queries about information in the Module Catalogue should in the first instance be addressed to your School Office.