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NBS8124 : Marketing

  • Offered for Year: 2023/24
  • Module Leader(s): Professor Klaus Schoefer
  • Lecturer: Dr Qionglei Yu, Dr Josephine Go Jefferies
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus

Your programme is made up of credits, the total differs on programme to programme.

Semester 1 Credit Value: 10
ECTS Credits: 5.0
European Credit Transfer System


Marketing starts with understanding consumer needs and wants, determining target markets the organisation can serve best, and developing a compelling value proposition by which the organisation can attract and grow valued customers. Then, more than just making a sale, today’s marketers want to engage customers and build deep customer relationships that make their brands a meaningful part of consumers’ conversations and lives. In this digital age, to go along with their tired-and-true traditional marketing methods, marketers have a dazzling set of new customer relationship-building tools for engaging customers anytime, anyplace to shape brand conversations, experiences, and community. If marketers do these things well, they will reap the rewards in terms of markets share, profits and customer equity. In this module, students will learn how customer value and customer engagement drive a good marketing strategy.

As such the NSB8124 Marketing takes a practical marketing-management approach providing relevant case studies that engage students with marketing concepts and bring modern marketing to life.

Outline Of Syllabus

Nature and Scope of Marketing
The (Global) Marketing Environment
Contemporary) Marketing Research
Market Segmentation, Targeting and Positioning
Understanding Consumer Behaviour
Products, Services and Brands
Pricing Strategies
Marketing Channels and their Management
Integrated Marketing Communications

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion118:0018:00N/A
Structured Guided LearningLecture materials91:1511:15Pre-recorded lectures supported by 1/2 hour module surgeries
Scheduled Learning And Teaching ActivitiesLecture92:0018:00PIP Seminars (1 1/2 hours) and module surgeries (1/2 hour)
Structured Guided LearningLecture materials10:150:15Recorded Module Introduction
Guided Independent StudyDirected research and reading120:0020:00N/A
Structured Guided LearningStructured non-synchronous discussion91:2012:00N/A
Scheduled Learning And Teaching ActivitiesDrop-in/surgery10:300:30Online Live Pre-assessment Clinic (delivered via Zoom)
Guided Independent StudyIndependent study120:0020:00N/A
Teaching Rationale And Relationship

Lectures provide a framework for student centred learning. Case studies are used to enable students to apply the
marketing tools, frameworks and techniques to analyse the key issues and problems facing
organisations. The emphasis is on linking theory with practice.

Assessment Methods

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

Other Assessment
Description Semester When Set Percentage Comment
Case study1M100Individual written exercise related to the case study (3000 words)
Formative Assessments

Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.

Description Semester When Set Comment
Case study1MCase study practice
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-study discussion questions and short discussion questions. This will enable them to get feedback on their understanding of marketing theory and its application.

Reading Lists