NBS8088 : Marketing
- Offered for Year: 2019/20
- Module Leader(s): Professor Klaus Schoefer
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
|Semester 1 Credit Value:||10|
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
|Guided Independent Study||Assessment preparation and completion||1||32:00||32:00||N/A|
|Scheduled Learning And Teaching Activities||Lecture||8||2:00||16:00||N/A|
|Guided Independent Study||Directed research and reading||1||25:00||25:00||N/A|
|Scheduled Learning And Teaching Activities||Small group teaching||2||1:00||2:00||Session on teamwork - approx. 25 students per group|
|Guided Independent Study||Independent study||1||25:00||25:00||N/A|
Teaching Rationale And Relationship
Formal lectures provide the theoretical framework for understanding the principles of marketing. These are supplemented by tutorials based upon guided readings/cases. Private study focuses on set reading to enhance students’ understanding of the material presented in lectures and for preparation of the examination.
The format of resits will be determined by the Board of Examiners
|Module Code||Module Title||Semester||Comment|
|LBS8088||Marketing||1||London equivalent module|
|Case study||1||M||Formative assessment will be provided during discussions and feedback in seminars on case studies that have been provided in advance|
|Prob solv exercises||1||M||In-class (lecture-based), short discussion questions and multiple-choice based tests|
Assessment Rationale And Relationship
Relying on independent study skills, the examination assesses students’ understanding of marketing theory and their ability to apply it to particular marketing problems/issues.
Throughout the module students will received feedback on formative assessment such as (video) case-study discussion questions (seminar-/lecture-based), and in-class (lecture-based), short discussion questions and multiple-choice based tests. This will enable them to get feedback on the understanding of Marketing theory and its application.