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MKT1002 : Introduction to Marketing

  • Offered for Year: 2022/23
  • Module Leader(s): Dr Artyom Golossenko
  • Demonstrator: Ms Soulaima Mouawad
  • Lecturer: Dr Jose Liu
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0


This module provides students with a comprehensive introduction to marketing, current issues, its key principles, core concepts and strategic tools. The range of concepts that students will be introduced to include Marketing Communications, consumer behaviour, market research, the 7P’s of marketing, marketing strategy and marketing environments. By the end of the module, students will be fully equipped with the knowledge and skills required for further marketing modules that they may study.

The module aims to allow students to put theory into practice applying the principles of marketing to a number of mini marketing simulations and decision making activities

Outline Of Syllabus

1. What is Marketing?
2. Introduction to the Simulations
3. Branding
4. Market research
5. Buyer Behaviour
6. The Marketing Mix
7. Integrated Marketing Communications
8. Marketing Environments
9. Marketing Strategy
10. Digital Marketing

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion157:0057:00Formative and Summative Assessment Preparation
Scheduled Learning And Teaching ActivitiesLecture131:0013:00PIP Lectures
Scheduled Learning And Teaching ActivitiesLecture131:0013:00Synchronous Online Lectures
Guided Independent StudyDirected research and reading166:0066:00Based on approximately 3 hours per teaching week (3x22)
Scheduled Learning And Teaching ActivitiesSmall group teaching71:007:00PIP Seminars
Guided Independent StudyIndependent study381:0038:00N/A
Scheduled Learning And Teaching ActivitiesScheduled on-line contact time61:006:00Discussion Boards via VLE (3 per Semester)
Jointly Taught With
Code Title
MKT1026Essentials of Marketing - Part 1
Teaching Rationale And Relationship

Lecture material will convey the key principles of marketing strategy and give the opportunity for further reading and researching to take place. They provide the best format for introducing new theory and presenting case studies.

The lecture materials will be a combination of the explanation of key principles and theory and illustrative case study examples drawn both from the essential text and other case study sources.

These will be supplemented by the small group teaching sessions for working on various case studies linked to the lecture materials to allow students to apply their knowledge and learning. Students are also expected to work unsupervised and present their work in these sessions/and discussion boards to the tutor.

The recommended text linked to the software provides students with the resources to supports the lecture material through such things as mini cases, online MCQ’s where students can practice and test their understanding of the lecture material.

Assessment Methods

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

Description Length Semester When Set Percentage Comment
PC Examination601A50Multiple Choice Exam will be set as in class assessment via Canvas in the assessment period for Semester 1 by the Module Leader
Exam Pairings
Module Code Module Title Semester Comment
MKT1026Essentials of Marketing - Part 11Same Multiple Choice Exam as MKT1002 via Canvas in Week 9 of Semester 1
Other Assessment
Description Semester When Set Percentage Comment
Computer assessment2M50Individual simulations provided online for students complete in Semester 2
Formative Assessments
Description Semester When Set Comment
PC Examination1MStudents will complete mock MCQ's throughout S1 as formative assessments via Canvas the ebook
Computer assessment2MThis will be done via software which students can access online (and remotely)
Assessment Rationale And Relationship

The multiple choice exam in semester 1 is appropriate for testing knowledge and understanding of key introductory marketing principles.

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 mini simulations in S2 will cover the range of topics from the lecture material and the students will make decisions for their virtual manager and be awarded points as a result of the decisions made and the order of such decisions.

The assessment activities will encourage students to identify and effectively use information from a variety of sources, including the lecture material and small group teaching but also the guided learning they are directed to within the module. The assessment activities, therefore, directly and explicitly relate to the intended learning outcomes of the module.

Formative Assessment:

For S1 : an online mock MCQ exam (via the VLE) will take place in Seminar 1 as the formative assessment.

For S2: questions and answers with the tutor on key themes within the discussion boards which will align with the topics of the simulations PLUS an example mini simulation formative assessment for practice will be given in Semester 2

SEMESTER ONE ONLY STUDY ABROAD: the MKT1026 module is linked to this module and these students will only do S1 assessment - not S2 as this is an S1 module, therefore they will only be assessed using the MCQ in S1

Reading Lists