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NES1101 : Introduction to Marketing and Consumer Behaviour

  • Offered for Year: 2024/25
  • Module Leader(s): Dr Beth Clark
  • Owning School: Natural and Environmental Sciences
  • 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


Marketing is a key factor in business success. On a daily basis we are exposed to a plethora of marketing messages and actively engage in the marketplace and/or marketspace. Often our purchasing decisions are heavily influenced by organisational marketing efforts. We 'display' our favourite brands through the clothes we wear, the cars we drive and the football teams we support. Marketing is everywhere! It is an inescapable feature of our contemporary world. The focus of the module is on the theory and practice of marketing. The module will provide students with insights into the issues and tasks that marketing managers face in complex and dynamic marketplaces (and marketspaces) and the concepts and theories that can be used to inform marketing decision making and understand consumer behaviours.

This module has been mapped against:
• Chartered Institute of Marketing (CIM) Level 4 Marketing Module learning outcomes numbers 1-6 (out of 6),
• CIM Level 4 Customer Experience module learning outcomes relating to numbers 2, 4, 5 (out of 6)
• Association for Nutrition (AfN) core competencies:
- CC3d       Religious and cultural beliefs and practices that impact on food, nutrition and health
- CC3e       Consideration of financial/social and environmental circumstances on diet and nutritional intake

Outline Of Syllabus

Indicative content:

Introduction to Marketing (Semester 1)
- Development of Marketing thought and the process of exchange
- Analysis of Marketing Environments
- Marketing Information
- Consumer driven marketing strategy
- Segmentation, targeting and positioning
- Introduction to the Marketing Mix
- Innovation and new product development
- Pricing Decisions
- Marketing Communications
- Marketing channels and retailing
- Digital marketing
- Branding

Introduction to Consumer Behaviour (Semester 2)
- Needs, habits, motivation and values
- Learning, attitudes and preferences
- Exposure, attention and perception
- Emotions
- Information processing and heuristics
- Involvement
- Identity, groups, subculture and culture
- Consumer decision-making processes and theories.

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion21:303:00End of semester MCQ exams
Structured Guided LearningLecture materials351:0035:00PiP/SO lecture
Guided Independent StudyAssessment preparation and completion360:5030:00Revision for end of module assessment
Guided Independent StudyDirected research and reading150:0050:00Required preparation and follow up reading from lectures using materials provided
Scheduled Learning And Teaching ActivitiesSmall group teaching21:002:00End of semester seminars to consolidate learning
Scheduled Learning And Teaching ActivitiesSmall group teaching11:001:00Student formative assessment during in-class seminar
Scheduled Learning And Teaching ActivitiesDrop-in/surgery21:002:00Group Q&A regarding Semester learning outcomes
Guided Independent StudyIndependent study177:0077:00Reading and research beyond the course material
Teaching Rationale And Relationship

Lectures convey the key principles of marketing and give the opportunity for further discussion to take place. They provide the best format for introducing new theory, presenting illustrative case studies and stimulating, where appropriate, in-class discussion.

Students will be directed to a range of on-line materials are available for students to practice and consolidate their learning

Assessment Methods

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

Description Length Semester When Set Percentage Comment
Digital Examination901A50MCQ
Digital Examination902A50MCQ
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
Oral Presentation1MOral group presentation during the semester 1 seminar
Assessment Rationale And Relationship

Use of multiple choice exams encourages students to demonstrate their understanding of the subject area without recourse to notes or books. By making all questions compulsory students are forced to confront all aspects of the course material. Multiple choice exams are appropriate for testing a wide understanding of introductory level theory.

The arrangement for study abroad students who are required to depart prior to the semester 1 assessment period is that they will be set a 1500 word essay instead of the end of semester 1 MCQ test.

In class formative assessment will allow for students understanding of the core marketing theory concepts to be through working in groups to apply these to a case study. Use of a presentation format will allow for real time feedback and direction to areas for further study.

Reading Lists