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MKT1002 : Introduction to Marketing

  • Offered for Year: 2024/25
  • Module Leader(s): Dr Artyom Golossenko
  • Lecturer: Mr Kirk Dodds
  • 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
Semester 2 Credit Value: 10
ECTS Credits: 10.0
European Credit Transfer System


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
Scheduled Learning And Teaching ActivitiesLecture261:0026:00PIP Lectures
Guided Independent StudyAssessment preparation and completion157:0057:00Formative and Summative Assessment Preparation
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 time61:006:00Synchronous Online Discussion Sessions (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
Digital Examination601A50Multiple Choice Exam (in-person/on campus using Inspera) will be set as in class assessment via Canvas in the assessment period for Semester 1 by the Module Leader
Digital Examination602A50Multiple Choice Exam (in-person/on campus using Inspera) will be set as in class assessment via Canvas in the assessment period for Semester 2 by the Module Leader
Exam Pairings
Module Code Module Title Semester Comment
Essentials of Marketing - Part 11Same Multiple Choice Exam as MKT1002 via Canvas in Week 9 of Semester 1
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
Digital Examination1MStudents will complete mock MCQ's throughout S1 as formative assessments via Canvas the ebook
Digital Examination2MMCQ's throughout S2 as formative assessments via Canvas the ebook.
Assessment Rationale And Relationship

The multiple choice exam in semester 1 and 2 (both 50%) are appropriate for testing knowledge and understanding of key introductory marketing principles. Using the same in-person/on campus multiple-choice exam format in both Semester 1 and 2 for the module offers several advantages. Firstly, it minimizes the possibility of students using unauthorized external support tools, particularly in an in-person setting. This format is also highly efficient for marking large cohorts, ensuring consistency and fairness in grading. Moreover, multiple-choice questions are apt for assessing a broad range of knowledge, covering essential principles in marketing. This standardized approach facilitates comparability across semesters, aiding in curriculum evaluation and adjustment. In essence, this method provides a practical, fair, and comprehensive way of evaluating student understanding in foundational marketing concepts.

In the event that an alternative assessment method for MKT1026 becomes necessary in Semester 1, which accounts for 50% of the module mark, the Module Leader, in consultation with the DPD and the University, will explore suitable online options. One potential alternative is a take-home exam administered online, with a predetermined completion time limit (24 hours or shorter, as deemed appropriate). This approach is similarly relevant for Semester 2.

The assessment methods on the module are designed to encourage students to actively engage with a variety of information sources, including lecture materials, small group teaching sessions, and guided learning activities specified within the module. These assessments are directly aligned with the module's intended learning outcomes, ensuring that the evaluations are both relevant and effective.

Regarding formative assessment:

For Semester 1, students will have the opportunity to undertake an online mock multiple-choice question (MCQ) exam through the Virtual Learning Environment (VLE) during the first seminar. This will provide valuable practice and feedback, preparing them for the summative assessment.

Similarly, for Semester 2, an online mock MCQ exam will be available on the VLE during the initial seminar. This formative assessment is aimed at familiarizing students with the exam format and aiding them in identifying areas for improvement before the final assessment.

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