NBS8526 : Principles of Marketing
- Offered for Year: 2019/20
- Module Leader(s): Professor Matthew Gorton
- Lecturer: Dr Mona Nassar
- Other Staff: Dr Elena Chatzopoulou
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
Semester 1 Credit Value:
• 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
Introduction to the Module and "What is Marketing"
Market Segmentation, Targeting and Positioning.
Product and Brand Management including New Product Development
Direct and digital marketing
|Guided Independent Study||Assessment preparation and completion||1||64:00||64:00||N/A|
|Scheduled Learning And Teaching Activities||Lecture||24||1:00||24:00||N/A|
|Guided Independent Study||Directed research and reading||1||50:00||50:00||N/A|
|Scheduled Learning And Teaching Activities||Small group teaching||10||1:00||10:00||N/A|
|Scheduled Learning And Teaching Activities||Drop-in/surgery||2||1:00||2:00||N/A|
|Guided Independent Study||Independent study||1||50:00||50:00||N/A|
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.
The format of resits will be determined by the Board of Examiners
|LBS8526||Principles of Marketing||1||London equivalent|
|Report||1||A||50||4000 word group report on marketing strategy project and oral presentation|
|Prob solv exercises||1||M||N/A|
Assessment Rationale And Relationship
The exam assesses understanding of knowledge relating to the principles of marketing and core marketing theory. The written report and oral presentation allows students to interpret marketing knowledge and analysis to critically evaluate current and formulate appropriate future marketing strategies, producing coherent recommendations to achieve an organisation's strategic goals. It enhances students' skills to effectively communicate the results of their strategic market analysis and to provide evidence based recommendations to a client. By being group based, it develops students’ ability to work effectively, with flexibility and sensitivity, in multi-cultural teams.