MKT1011 : Marketing in Practice (Inactive)

Semester 2 Credit Value: 10
ECTS Credits: 5.0


(a)       To put into practice theory learnt in MKT1002, applying the principles of marketing to a specific live client and brief.
(b)       To improve students understanding of the key employment roles in marketing departments and organisations.
(c)       To critically assess an organisation's marketing activities, environment and strategy, recommending an evidence based marketing strategy for the short to medium term.

Outline Of Syllabus

The topics that will be covered include:

1. Marketing in practice: clients, agencies and the role of core functions in
marketing departments (brand managers, marketing managers etc.)
2. Marketing briefs and responses
3. Preparing for pitches
4. Managing agency – client relations
5. Managing marketing teams
6. Case studies in marketing in practice
7. Careers in marketing
8. Preparing reports for clients

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Guided Independent StudyAssessment preparation and completion132:0032:00N/A
Scheduled Learning And Teaching ActivitiesLecture121:0012:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching61:006:00N/A
Guided Independent StudyStudent-led group activity125:0025:00N/A
Guided Independent StudyIndependent study125:0025:00N/A
Teaching Rationale And Relationship

Formal lectures provide a framework for better understanding marketing as an academic career. These will be supplemented by tutorials for working on the specific client brief and case. Students are also expected to work unsupervised in groups and present their work in seminars. The group assignment encourages students to contribute actively and collectively to the learning process and provide them the opportunity to develop a range of transferable skills such as team working and analytical skills.

Assessment Methods

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

Other Assessment
Description Semester When Set Percentage Comment
Report2M100Group report subject to peer review contributions (5-6 members in a group) 4000 words
Formative Assessments
Description Semester When Set Comment
Report2MDraft Group Report Structure
Assessment Rationale And Relationship

The group assignment is appropriate for testing an understanding of the key roles and functions within marketing applied to organisation(s) and using appropriate theories and concepts in an applied setting to the client brief.

The assessment activity will encourage students to identify and effectively use information from a variety of sources. The assessment activity is deemed to be the most appropriate to encourage students to identify and articulate the skills they have developed in relation to Newcastle University’s Graduate Skills Framework. The assessment activity is, therefore, directly and explicitly related to the intended learning outcomes of the module.

Students will produce a draft structure for the group report on which they will receive formative feedback to inform their Semester 2 assignment. They will also receive formative feedback at a number of stages to help them reflect and develop their learning and skills further to inform the Semester 2 assignment. This will be set at the beginning of Semester 2 and be discussed within seminar sessions throughout the module.

Reading Lists