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Module

NBS8526 : Principles of Marketing

  • Offered for Year: 2022/23
  • Module Leader(s): Professor Matthew Gorton
  • Lecturer: Mr Vajira Balasuriya
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semesters
Semester 1 Credit Value: 20
ECTS Credits: 10.0

Aims

• To evaluate and assess critically, the principles in marketing and core marketing theory.
• To interpret marketing knowledge and analysis to critically evaluate current and formulate appropriate future marketing strategies, and produce coherent recommendations to achieve an organisation's strategic goals.
• To enhance students' skills to effectively communicate the results of their strategic market analysis and to provide evidence based recommendations to a client.
• To enhance students’ ability to work effectively, with flexibility and sensitivity, in multi-cultural teams.

Outline Of Syllabus

What is Marketing?
Marketing Strategy
Marketing Environment
Market Segmentation, Targeting and Positioning.
Product and Brand Management including New Product Development
Services marketing
Pricing
Marketing Communications
Distribution
Direct and digital marketing

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture181:0018:00PiP - 18 x 1 hour lectures
Guided Independent StudyAssessment preparation and completion130:0030:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching61:006:00PiP
Structured Guided LearningStructured research and reading activities181:0018:00Assumes 2hours of set reading per week.
Scheduled Learning And Teaching ActivitiesDrop-in/surgery111:0011:00N/A
Guided Independent StudyIndependent study1115:00115:00N/A
Scheduled Learning And Teaching ActivitiesModule talk21:002:00PiP - 2 whole group scheduled synchronised sessions to welcome all and set up assignment
Total200:00
Teaching Rationale And Relationship

Lectures convey the key principles of marketing and core marketing theory. Seminars allow for discussion of case studies and examples. Drop in sessions allow for dealing with any specific questions of students / in-depth support.

Assessment Methods

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

Exams
Description Length Semester When Set Percentage Comment
Written Examination901A50Multiple choice exam to fit with CIM pathway requirements
Other Assessment
Description Semester When Set Percentage Comment
Design/Creative proj1A504000 word group report on live case study for client
Formative Assessments
Description Semester When Set Comment
Prob solv exercises1MN/A
Assessment Rationale And Relationship

The multiple choice test assesses understanding of knowledge relating to the principles of marketing and core marketing theory.

In the case of an alternative assessment for semester 1 (50% of the module mark) being necessary due to circumstances, the Module Leader will in discussion with the DPD and the University, discuss possible acceptable online alternatives, such as a take home exam delivered online with a set time limit to complete (24 hours or less as deemed appropriate).

The design project allows students to interpret information on the marketing environment for a client to critically evaluate current and formulate appropriate future marketing strategies, producing coherent recommendations to achieve an organisation's strategic goals. Group based assignment enhances students' cross-cultural communication and problem solving.

Reading Lists

Timetable