Module Catalogue 2020/21

MKT3006 : Global Advertising and Brand Promotion

  • Offered for Year: 2020/21
  • Module Leader(s): Professor Natalia Yannopoulou
  • Lecturer: Mrs Katharine Capocci
  • 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
Guided Independent StudyAssessment preparation and completion164:0064:00N/A
Scheduled Learning And Teaching ActivitiesLecture152:0030:00N/A
Guided Independent StudyDirected research and reading150:0050:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching61:006:00N/A
Guided Independent StudyIndependent study150:0050:00N/A
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

Description Length Semester When Set Percentage Comment
Written Examination901A50N/A
Written Examination902A50N/A
Exam Pairings
Module Code Module Title Semester Comment
LMK3006Global Advertising and Brand Promotion1N/A
Formative Assessments
Description Semester When Set Comment
Written Examination1MPrepare a short written piece of work applying one advertising related theory each time to a print advertisement of their choice.
Assessment Rationale And Relationship

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

Formative feedback - Students are asked to prepare a short written piece of work applying one advertising related theory each time to a print advertisement of their choice. The seminar convenor then provides individual feedback as well as 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 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.