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MKT3006 : Global Advertising and Brand Promotion

  • Offered for Year: 2024/25
  • Module Leader(s): Professor Andrew Lindridge
  • Lecturer: Dr Hao Du
  • 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


To provide students with a solid grounding in advertising and integrated brand promotion along with the ability to apply it in different contexts.

Outline Of Syllabus

-       The world of advertising and brand promotion
-       Social, ethical, and regulatory aspects of advertising and promotion
-       Advertising, integrated brand promotion and consumer behaviour
-       Planning advertising and integrated brand promotion

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion160:0060:00Time for students to complete formative and summative coursework & assessments
Scheduled Learning And Teaching ActivitiesLecture211:0021:00PiP lectures for semesters 1 and 2, combination of 1 and 2 hour long in person lecture sessions
Guided Independent StudyDirected research and reading166:0066:00Estimated based on 3 hours per teaching week (not necessarily to do in that week)
Scheduled Learning And Teaching ActivitiesSmall group teaching81:008:00PiP seminars
Guided Independent StudyIndependent study141:0041:00Balance to equal 200 overall
Scheduled Learning And Teaching ActivitiesScheduled on-line contact time41:004:001 whole cohort intro, 2 pre-assessment clinics (1 per semester), 1 closing session
Jointly Taught With
Code Title
MKT3101Global Advertising and Brand Promotion (Study Abroad S1)
Teaching Rationale And Relationship

Lectures introduce aspects of theory and relate it to practical examples and case studies.
Seminars enable more interaction and discussion amongst students and academic staff and allow for elaboration of theoretical frameworks and how they are applied in practice to allow students to reflect on their learning and skillsdevelopment.

Private Study reflects time required to conduct secondary/ desk research, and prepare for assignment submissions.

Assessment Methods

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

Description Length Semester When Set Percentage Comment
Written Examination901A50N/A
Written Examination902A50N/A
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
Written exercise1MN/A
Assessment Rationale And Relationship

The essays test the students' knowledge and their ability to work under pressure.

Formative feedback - Students are asked to prepare a short written piece of work. The seminar convenor then provides cohort concluding comments at the end of each session.

Reading Lists