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NBS8088 : Marketing

  • Offered for Year: 2021/22
  • Module Leader(s): Professor Klaus Schoefer
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semester 1 Credit Value: 10
ECTS Credits: 5.0


This module provides students with an appreciation of the principles of marketing, including the main concepts and scope of marketing, the importance of the marketing environment, the marketing mix and the impact of marketing on competitive advantage. At the end of this course students will have an understanding of the strategic functions of marketing and an appreciation of how marketing strategies may be utilised by firms.

Outline Of Syllabus

Block A: Marketing Fundamentals
- Nature and scope of marketing
- Market segmentation, targeting and positioning
- Marketing environment and customer insights
- Buyer behaviour

Block B: Marketing Mix Decisions
- Product
- Price
- Place
- Promotion

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Structured Guided LearningLecture materials61:006:00Pre-recorded lecture material
Scheduled Learning And Teaching ActivitiesLecture61:006:00PIP lectures
Guided Independent StudyAssessment preparation and completion130:0030:00Time for students to complete formative and summative coursework & assessments
Guided Independent StudyDirected research and reading133:0033:00Estimated based on 3 hours per teaching week (not necessarily to do in that week)
Structured Guided LearningStructured research and reading activities40:302:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching31:003:00PIP Seminars
Guided Independent StudyIndependent study119:0019:00N/A
Scheduled Learning And Teaching ActivitiesScheduled on-line contact time20:301:00Module introduction & pre-assessment clinic
Teaching Rationale And Relationship

Recorded lectures (i.e. structured guided learning) provide the theoretical frameworks for understanding the principles of marketing. These are supplemented by seminars (i.e. scheduled learning and teaching activity) as well as structured guided learning activities based upon guided cases/readings/discussion questions. Private independent study focuses on set reading to enhance students’ understanding of the material presented in lectures and for preparation of the assignment.

Assessment Methods

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

Other Assessment
Description Semester When Set Percentage Comment
Essay1M1002,000 word written assignment
Formative Assessments
Description Semester When Set Comment
Case study1Mformative assessment will be provided during discussions and feedback on case studies
Prob solv exercises1Mshort discussion questions and multiple-choice based tests
Assessment Rationale And Relationship

Summative assessment: Relying on independent study skills, the case-based summative assignment assesses students’ ability to identify and apply relevant theory and concepts to marketing problems/issues.

Formative assessment: Throughout the module students will received feedback on formative assessment such as case-studies, short discussion questions and brief multiple choice-based tests. This will enable them to get feedback on their understanding of marketing theory and its application.

Reading Lists